Today’s class we first discussed a little about the election. Campaigns were run online to reach voters ages 18-29 since that’s where they get maximum amount of information. The main demographic group that flipped was Hispanic and they went from 55% supporting Bush in 2004 to now Obama in 2008.
What are some tools or ways that marketers can use to reach more people in the market? Google campaign(comparison chart), Facebook, Youtube, Pop-ups(annoying), banner click-on(interactive), blogs(name and source data)
Viewers control the information flow. They decide what they want to read or see. Even in offline media, such as TV, viewers have control over what channels to watch.
Importance of integrated communications: have relevant information at the right time with the right message.
Interstitials: pop-ups
Billboards usually have images on the top with a link towards the bottom
Magazine is a good way to select target
Communication process: Identify target audienceàDetermine the communication objectiveàPlanàDevelop messageàExecuting campaignàEvaluating results…effectiveness of campaign (know which ones worked best)
It is much easier to evaluate whether a campaign is successful or not online. Results are almost instantaneous because information (people’s interactivity) that was tracked through the internet can be accessed and analyzed at all times.
Product Development Levers: Customer Service Programs, Loyalty programs, Complementary products, Upgrades, Community, Functionality (and Warranty… fill out forms after purchase)
Products help enable a customer relationship through Two primary techniques: (1)Deploying the product development levers that are appropriate for the existing relationship (2) emphasize elements of value proposition that are most relevant at a given stage of relationship