Last week was dedicated to watching everyone’s 7 C’s Group Projects so I didn’t feel the need to blog about it. Overall, I think everyone did a good job and it was interesting to look at websites from our marketing point of view.
In today’s class, we discussed Advertising which is primarily permission based. Advertisers look to customers to opt in to their ads. To do this, they have to get information about the different customers. So advertisers create trends to figure out when to show ads and what kinds of ads to show to customers.
Cole states that teens don’t want to receive information but they want to generate and share it with peers. Young users tend to trust unknown peers more than recognized experts (peer-2-peer). 90% of viewing is spent on 16 websites, 10% is spent on millions of other websites.
Barabba states that understanding the impact of the internet is not in technology but using it in new and different ways.
Rogers states that customer cluster will take on a life of their own, data mining will be a way of uncovering the complex DNA of groups.
Tobaccowala states that in an on demand world, you have an audience of one whom you need to re-aggregate into large enough audiences to target with scale and relevance, almost backward segmentation.
McAndrews states that you must target and personalize every marketing interaction.
Kenny states that digital media is the future of direct marketing.
For people today, there are more choices and more information out there. But this makes everyone more lazy.
Brand is a shorthand of a conscious choice. If you like a brand, you tend to stick with it. If you buy a Toyota and you are satisfied with it, you are more likely to buy another Toyota when your lease is up (brand loyalty). The is critical in the internet age.
The ad, like the web, will become dynamic, explorable, searchable, and participative. Websites will be fun to visit, full of surprises and a compulsive attraction.
Customer Relationships – Stages
- Awareness – customer recognizes firm but has not installed any transactions.
- Exploration/Expansion – customer gathers information about firm which determines whether repeated transactions will occur.
- Commitment – customer and firm feel a sense of obligation or responsibility to one another.
- Dissolution – total loss of commitment and relationship.