3 Articles Worth Reading About…
Title: Are Young Adults Really Brand- Resistant?
Summary: This article discusses the importance of word of mouth advertising among college students and teens. In terms of brand engagement, the article states that 28% of respondents have discussed a brand on a forum in the past month and another 19% have posted brand-related [...]
Day 21
absent
Day 22: Customer Relationships (con’t)
- Sample costs by channel
o Telephone with live rep- $9.50
o E-mail by live rep- $5
o Live chat- $5
o E-mail with Auto support -???
o Etc.
- Customer Service Themes
o Customer Service orientations must provide all depts.. with an enterprise
o Superior customer services requires long-term commitment (mgt. Resources)
o Build culture of Customer [...]
day 19
Principles of Marketspace Matrix Design
- Which lever should be used?
o Choose levers to effect a change
o Determine which levers have the most leverage
o Consider barriers to advancement
o Consider the mediums effect on desired behavior
o Level of involvement matters
o Understand consumer learning trends
o Credibility of the channel matters
o The choice of levers must be consistent [...]
Title: Facebook Corrals User Comments in Ads
Summary: This article talks about Facebook’s new ad feature that allows users to comment and become engaged with the commercial content advertisers have placed on the site. An example of this is through video commenting ad, allowing users to leave thoughts and comments on a good or service. And [...]
day 18: Communication and Product
Politics and the Internet:
Question: How would you use the Internet as a campaign manager?
Answer: Own candidate website, FB & Myspace page (social networking), comparison chart, YouTube videos & ads, blogging, banner ads & pop-ups, create/begin dialogue and convey core issues, etc. Our main goal is to get donations and get the [...]
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 [...]
day 11: Midterm Exam
Exam time… need I say more?
day 12- 15: Video Presentations (7C’s of Customer Interface)
It was interesting to see the presentations live vs. on video. The video presentations were more entertaining and interactive. One that really stood out was by Team Awesome Inc. who introduce their company (Amazon) with some really upbeat music [...]
day 10
Trigger Marketing
- e-mail promos, etc.
- Time sensitive
Critical e-mail principles
- 3R’s
o Relevance
o Respect
o Recipient control
Advantages of e-mail marketing
- Can be developed quickly
- Content is flexible, including HTML, rich media and video
- Distribution is controllable by marketer
- Can be tested and revised for effectiveness
- Measurable
- Inexpensive
Getting good e-mail lists is not easy
When beginning an e-mail [...]
day 9: Search Marketing VideoSearches
(1) Search Engines
(2) Local Searches
(3) Databases
Organic vs. Paid Search
- Orgainic: editorial result
- Paid: advertising
Search Marketing= showing info they are interested in
- Search results remembered: 60%
- Banner ad remembered: 25%
Organic Search Works
(1) Begins with query
(2) Search Engine consults search index
(3) Search Engine decides best results
(4) The Top 10 appear
How Pages Get INTO [...]
I posted earlier today on this blog, an article related to distribution. However, because I am posting a week late, I wanted to post a little more to make up for lost time. So here are three more articles for your viewing pleasure. Enjoy!
ONE.
Title: “Where is Generation X?”
Summary: This article discusses Gen. X’s demographic profile, [...]
An article published on October 28th, 2008 on eMarketer.com, called “Digital Tactics for Reaching Young Adults,” talks about the results of a survey and how young adults in the US are most influenced by e-mail and direct mail in their purchasing behavior. However, the most useful type of advertising amongst college students, is by word of [...]
day FOUR: Business Models
The Business Models describe four things:
The Core Value Proposition
Sources and Methods of Revenue Generation
Costs of Revenue Generation
Planned Growth Trajectory
This becomes useful in articulating the value proposition of a product/service, identfying a target market segment, defining the structure of a value chain, defining the cost structure and profit potential, explaining the position in [...]