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 content via personal homepages/social networking websites. All in all, it seems that the article is telling us that marketers should be looking to reach-out to 18-24 year-olds by less traditional methods to get them talking.
Link: http://www.emarketer.com/Article.aspx?id…

Title: College Student and Teen Web Tastes
Summary: This article discusses how online consumer behavior habits are formed early. Based on a survey, teen girls and college women listed six sites in common with one another, leading marketers to believe that the types of sites girls visit early on as teenagers, are less likely to change– at least in the beginnings of their adulthood. And, while respondents did not rank their sites in the same fashion, they both seek very similar content despite ages differences.
Link: http://www.emarketer.com/Article.aspx?id…

Title: Multicultural Marketing Hot, Success Not
Summary: The growth of the multicultural segment increasing steadily, so has their influential power. More than three-quarters of US marketers surveyed in August 2008 had multicultural marketing programs (MCM), but only 45% of those respondents said they were happy with the results of their MCM iniatives. There are several tactics marketers have used to target other racial groups, including: narrowcasting, mainstreaming, and the translation approach and so far none of the tactics currently being used have shown to be more effective than the other.
Link: http://www.emarketer.com/Article.aspx?id…

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 Service listing quality mgt. Principles
o What gets measured gets managed
o Technology can help improve customer service
o Customers want multiple service channels
o Customers want the option of human contact
o Improve the overall customer experience

- Summary
o Customer care is a key marketing discipline
ß Customer satisfaction/loyalty enterprise profit
o Need business processes, customer segments, relevant technology
o Customers want choice in how to access service
o Cost per customer contact varies by channel
o Develop service strategies based on CLV
o Be sure technologies are satisfiers not dissatisfiers

- A Safe prediction
o A Future Belongs to marketers who best:
ß Capture
ß Analyze and Mine
ß USE… marketing data

- Data vs. Information vs. Knowledge
o Information/Knowledge= what you get out of data
o Data= lower level-needs analysis
o Information requires some sort of expertise
o Event/ruled based

- Role of Knowledge in Marketing
o To enable human agents to work:
ß Better
ß Faster
ß With more customer-satisfying results
o To create automated systems
ß As good as the best human agent

Day 23: Cellphones

ROW (Round the World)

• Technology
• No Land lines
• Standards (GSM)

US

• Takes a while to get latest phones
• Development takes a long time

Japan

• Small
• I-mode technology
• NTM
• Gov’t

Video: Docomo “Redefining the Way We Live

• http://www.nttdocomo.com/features/redefining.htm

Product Factors that affect diffusion of innovations

• Relative advantage
• Compatibility
• Complexity
• Divisibility
• Communicatively

See Figure 14-1

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 with positioning choice
o The medium can be the message or the product
o Matrix design must be adaptive

E-Bay’s Application of Marketspace Matrix (’98-’99)
- Once E-Bhay had adv. (?) a significany number of users into the exploration/expansion phase the firm needed to focus on sustaining commitment
- As the firms needs change, so did it’s M.M.
- Awareness
o Begin first major advertising in late ’98
o Radio and print campaign with “you might just find it on e-Bay” slogan
o Strategic alliances with the aol.com and now defunct go.com
o Sponsored auction of famous memorabilia for free media exposure
- Exploration/Expansion
o Added new attributes and services
o Offered complementary services
o Improved existing services
o Enhanced community offerings
o Forums where veteran e-Bay users will answer questions for new users
- Commitment
o Community enabling remain a constant product lever to adv.(?) user to and sustain commitment
- Dissolution

Exhibit 13.3

day 20: Video

- 10 tips for Online Advertising
1. Let customer segment themselves
2. Stop interrupting; start attracting
3. Listen
4. Watch what your customers do
5. Dump the hype. Get real
6. Be relevant; Others will pass it along
7. Respond to what they say and to what they do
8. ?
9. ?
10. ?

Title: Ordering Pizza Hut from your Facebook Page? It’s on the Way by Emily Bryson York
Summary: Fast food chains, like Pizza Hut, are jumping on the bandwagon and reaching young consumers by crossing the digital divide. In an article from Advertising Age, Pizza Hut are trying to get consumers to place orders through Facebook and iPhone applications. Pizza Hut is also launching text-ordering capabilities and e-gift cards. For more information, click the link below.
Link: Summary: I’m sure many of you get at least ONE Facebook Application request from one of your friends a week. I reject most of mine but when I came across this article, I actually considered looking for the application myself. Facebook’s “Ad Battle” Application similar to the “Hot or Not” app some of you may be familiar with. This app allows you to view two ad spots or print ads and vote which is better. You can even upload your own to see how it will fare against others. Perfect for anyone who’s passionate about advertising–or just looking to waste time.
Link: http://adage.com/adages/post?article_id=…

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 vote

Communications
Relationship Stages
(1) Awareness
(2) Exploration
(3) Commitment
(4) ??

Importance of Integrated Communication
- goal of marketing and communications is to convet a relevant message to the right consumer at the right time
- synergy between message is integrated communication
- traditions and interactive marketing methods are converging

Online vs. Offline Communication
- See Figure 6.3
- pop-ups have a higher click through rate than banner ads
- website: how do they interact
- outdoor ads (billboards)

Communication Process
1. Identify the Target Audience
2. Determine the communication objective
3. Develop a media plan
4. Creating the message
5. Execute the Campaign
6. Evaluating the effectiveness of the campaign

Product Definition
- Can be defined as both tangible and intangible service generally grated for the purpose of transaction
- Two general types of products for hich the levers of product development differ- physical and service
- The Internet is changing some accepted limitations of service– based offerings such as intangibility, ??, heterogeneity, and perishability
- 3 components to overall value proposition: core benefits, basic product, and augmented product

Augmented Process Development Levers
- customer service programs (post sales support, customer care, and customer realtions management)
- loyalty programs and priveleges
- availability of complementary products
- upgrades
- enabling communications
- additional functionality
- fulfillment capabiliies

How Products Enable Customer Relationship
- two primary techniques
1. deploying the product development levers that are appropriate for the existing relationship and
2. emphasizing the elements of the value proposition that are most relevant at a given stage of the relationship

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.

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 to grab our attention and then presented their evaluation of the site by creating a “news cast” which was fun to watch.

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 list start with:
- Who you are/what you offer
- Who you are targeting

Levels of Permission Marketing
- Opt-out
- Opt-in
o Double Opt-in
o Confirmed Opt-in

Basics of e-mail marketing: SEE FIGURE 7-4

Other techniques
- Events
- Publicity
- Affiliates
- Portal relationships
- Viral

(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 Search Index
(1) Spider Program
- crawls homepage site
- store text on page to search index

Paid Search
(1) Begins with query
(2) Consults ad database
- get into this by buying ad; triggered by keyword(s)
(3) Decide which ads are best
-bid/highest click through (relevant)
(4) Displays results
(5) Top ones appear

Steps to Search Success
(1) Choose keywords/get pages included
(2) Get seen
(3) Get ranked
(4) Get clicked

- organic and paid are the same
- same underlying approach
- specific things you do in each are different

Organic Search Process
- free: no per-click fee
- you control content
- let spider discover it

Types of Search Engines
- Mega
- Specialty
- Localized

Prevent Spider Program
- Site in Flash/Javascript

Create Spider Path
- Site maps

STEP 1: Right Country Index
- End domain names
- Server of that country
- Links from other pages in that city

STEP 2: Keywords
- Product category
- Learned content (talk about problem, product that solves)
- Not “too hot” (broad) or “too cold” (no one knows)–> what matches site precisely
- Make sure keywords are right for that country

STEP 3: Audit and Optimize your Landing Page
- Every keyword has a landing page
- Look at Metrics
- Conversion

For more information on Search Marketing, click the link: http://adage.com/datacenter/article?article_id=132046

ONE.
Title: “Where is Generation X?”
Summary: This article discusses Gen. X’s demographic profile, and how it has affected advertising methods. What’s interesting is that because of the life style changes of this generation– our generation– advertisers are finding that we are becoming immune to traditional media and in order to reach this group, it is important that they study and embrace the growing forms of new/electronic media.
Link: http://www.emarketer.com/Article.aspx?id…

TWO.
Title: “How to Target a Facebook Ad to a Specific Individual” by Sam Lessin
Summary: Lessin talks about the world of “nano-targeting” advertising. In other words, the ability to target specific ads to specific individuals– a dream come true for marketers as we move forward. Lessin describes how he (and potentially other smaller companies) are able to reach specific audiences through Facebook.
Link: http://adage.com/digitalnext/article?art…

THREE.
Title: “Reach Gamers, and You Reach Their Friends”
Summary: Articles discusses research results that reports that gamers are likely to influence others when it comes to media and technology. It also talks about how advertisers can help tap into this group by studying the online habits of gamers.
Link: http://www.emarketer.com/Article.aspx?id…

More to come later in the week!

– Emily, Los Ocho Marketers