day 16: Acquisition Marketing
New Media Formats Almost Daily
Discussion/Chat/Reviews
DVD/Tivo
On Demand
Blogs/Video/moblogs
Podcasts
RSS
Social Networks, etc.
Brand Development
Awareness‡ Familiarity‡ Positive Imagery‡ Completed Transaction
Advertising Playbook
- Notes/PPT on BB
- New dynamic is to share with friends/family
- Difficult to stay current because of constant changes
- Change in behavior (e.g. Friendster ‡ Facebook)
- Ads are becoming more interactive to increase sales
- Key is to find cluster of groups and look at their group DNA
- Old vs. new advertising methods
- Digital media= future of direct marketing
Customer Relationship
- Supporting slide 6G: The four Stages of Customer Relationship
Marketspace Matrix
- Exhibit 1-9: Marketspace Matrix
- Example of creating awareness: Borders- reviews/ e-blasts/ etc
day 17: Pricing
ABSENT.