...Viral Marketing When Hotmail first launched in 1996, the company decided to try a new marketing strategy and included, at the bottom of every email its users sent, a clickable link to sign up for a Hotmail account. This simple scheme had the effect of turning every user of Hotmail into a salesperson for the product whenever they sent out an email. This tactic of turning customers of a product into promoters of a product is one of the defining traits of viral marketing and central to the unique nature of this marketing methodology. Due in large part to this strategy, Hotmail was able to grow from 0 to 12 million users in a mere 18 months with an advertising budget of only $50,000. During the same period, Juno, a direct competitor, spent $20 million in traditional advertising costs and had worse results (Jurvetson 2000). The Hotmail case is one of the earliest examples of viral marketing and definitively demonstrated its effectiveness. Viral marketing is defined as “network-enhanced word of mouth” (Jurvetson 2000). Specifically, viral marketing refers to the utilization of electronic word of mouth to transmit marketing materials in an exponentially growing manner, often through the usage of social media (Kaplan 3). The term viral was used because spreading a marketing message using this strategy mimics the exponential growth found in epidemics of pathogenic organisms such as viruses. For example, with a “fan out” rate of three, the first person exposed to a marketing message...
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...Social Media Marketing Abstract Keywords: social media marketing, advantages, electronic word-of-mouth (e-WOM), disadvantages. Introduction Marketing is a well-built methodological science and is continuously changing its rules to adapt to the new developments. Internet development and especially social media is one of the recent changes that happened to the market and it has a major impact on the communication between the firms and customers. Internet helps people to share, to create, to adjust content, and to get informed. It has certain characteristics (Peterson et al., 1997) such as: * Stores vast amounts of information at different virtual locations inexpensively * Distributes, searches, and organizes the information powerfully and inexpensively * Serves as a transaction medium * Low cost and easy entrance * Serves as a physical distribution medium for certain goods such as software. Social media is different from traditional media as it provides quality, regularity, usability, proximity, and eternity, which makes it efficient for the firms. According to a report from the Center of Marketing Research (CMR), more large companies are using social media to promote their brand online (Belicove, 2012). The introduction of social media to the market has changed the way businesses operate and advertise. The largest mediums have been pages such as Facebook, Pinterest, FourSquare, Youtube, and Twitter. In 2012, the yearly report showed that large companies...
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...Acquisition Marketing ∙ Display & Mobile Advertising It launches high effective digital ad campaigns, which offers eBay’s customers personalized, relevant ads they will actually want to see. Because marketers know that an effective digital ad campaign needs to reach the right customers with right message. eBay Enterprise Display is powered by the eBay Audience Platform. It is unique in its ability to use first party commerce data to understand consumer behavior, and apply it in real time to display and targeting and optimization. By skillful applying that knowledge they can reach and engage their ideal audience with greater certainty, less waste, and higher performance. It drives new customer acquisition and increases repeat purchases from existing customers. Display & Mobile Advertising Features. - Location-Based targeting This feature highly depends on smart phones that have access to internet. It send dynamic, creative messages to customers based on their location and engages specific customers based on their device ID, and serves them personalized ads that will drive foot traffic to their store. It helps customers increase their campaign relevance, produce measureable results, and understand cost per store visit. - Benefit from valuable first party commerce data. With over$255 billion in commerce volume and 150 million active users, eBay is one of the world’s largest marketplaces. By using this data in real time they can find the right audience for...
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...Samsung Galaxy 11- Football Will Save the Planet Xiaowei Lu Introduction Digital Marketing Nowadays, the first thing when you wake up in the morning, is probably to check your cellphone for texts, or to open Facebook page or other social network for new posts, or to browse internet or to turn on television for global latest news. Those online means of communication, information conveyance, and collaboration through internet connections of people, organisations, and communities supported by technological capability and mobility, are all social media (Tuten & Solomon, 2013). There are always two major different interactions in today’s social networks such as Facebook, twitter and youtube: synchronous interactions, which are interactions with immediate communications and responses such as texting live messages online with friends; asynchronous interactions, which are communications without instant replies such as posting photos and news online (Tuten & Solomon, 2013). Digital marketing focuses on generalising marketing campaigns through taking full advantage of digital social media, in other words, achieving marketing objectives by digital technologies, since in today’s society it is the most Immediate, direct and effective way of business promotion. Samsung Samsung Group is the largest multinational conglomerate company from south Korea founded in 1938, operating various subsidiaries and affiliated companies and business. One of the most remarkable subsidiaries under the Samsung...
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...DIGITAL MARKETING PLAN – OLA AUTOS DIGITAL MARKETING PLAN – OLA AUTOS Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 INTRODUCTION The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below. Target Audience Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music...
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...CASE PROJECT 3 SOCIAL NETWORKING SITES A STRATEGIC RECOMMENDATION REPORT Table of content Content Page 1. Introduction.................................................................................................... 3 1.1 Definitions 1.2 Purpose 1.3 Limitations 2. Implementation.............................................................................................. 5 2.1 Selections Criteria 2.2 Methodology 3. Social Networking Sites................................................................................. 9 3.1 Facebook 3.2 Twitter 3.3 LinkedIn 4. Recommendation......................................................................................... 14 5. Conclusion.................................................................................................... 15 6. Tables I. Figure 1............................................................................................ 7 II. Figure 2............................................................................................ 14 INTRODUCTION The rapid and continuous growth of Social Networking website (SNS) has presided over the greatest increase in social media market exposure capabilities as has been seen in the last decade; this growth has also gone through so many changes in the same period making it difficult for organisations to set a comprehensive strategy to continue to harness this extensive potential...
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...advertising & when they are appropriate? What makes for effective advertising, how should it be measured? What changes are affecting the advertising industry? How is a bio profile used in agencies? Other than yourself, who was your favorite & why? Why is positioning important? Chapter 2 How and where does advertising fit within marketing, under what P? How do the 4 key concepts in marketing relate to advertising? What are the 3 additional Ps in addition to the 4 P’s = list and describe? What is the organization of the advertising industry? Name the top agency network holding companies? List and explain the four critical steps in the marketing research process? How do ad agencies work with their clients on the marketing side? What affects this relationship? Discuss structure, different job areas/roles and new frameworks emerging? What is the new communication model and process and why is it two way now? Chapter 3 Does advertising affect popular culture and society or is it a reflection? Recall the Dove Real Beauty campaign, what were some of the campaigns, who were they targeted to? What was the reaction to the campaign from a societal perspective, what happened in the media? What legal topics guide advertising practice? What is CARU and what does it do? List key regulatory agencies and their responsibilities? What is Robinson Patmon? How does the advertising industry regulate itself? List industry organizations? What key ethical issues challenge...
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...Abstract In this paper we will cover the different types of marketing which will consist of the following areas. One-to-One marketing a form of advertising used to reach a market, Affiliate marketing Viral marketing, Blog marketing, Social media marketing are also marketing tools that are used by companies today to reach their intended target the consumer. They will all be broken down in more depth. One-to-One Marketing One-to-One Marketing also called direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising. Direct Advertising is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers, without the use of intervening commercial communication media. The second characteristic is the core principle of successful Advertising driving a specific "call to action." This aspect of direct marketing involves an emphasis on track-able, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium. Direct marketing is predominantly used by small to medium-size enterprises with limited advertising budgets that do not...
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...'Mischief' is the guiding philosophy behind the brand's marketing and has been a core aspect of the business from the outset. Woolfenden, marketing director at the Irish bookmaker, says this stems from one of its founders, Stuart Kenny - an embodiment of 'mischief and entertainment'. It is embraced by the whole business, so it is common for colleagues to pitch mischievous ideas. Social media is at the heart of Paddy Power's marketing, often inspiring both its digital and above-the-line campaigns. 'We hear you' is the brand's ad strapline and, alongside mischief, a central marketing theme. 'If you look at what people tweet to Paddy Power, or go on our Facebook page, there's always good stuff,' says Woolfenden. 40% - Paddy Power's share of the social audience among bookmakers, 330% - Increase in Paddy Power's social footprint since January 2012 Source: Paddy Power (BrandRepublic, 2012) QuBit Social score breakdown, July, 2012 Paddy Power have the strongest social presence: The QuBit social scores are calculated based on each company’s reach on each social network, which is then weighted based on the average time spent on the website and revenue driven through each source. Betfair and Paddy Power was the only site to have engaged across all five key social networks, with a notable presence on the rapidly growing site Pinterest, which has been found to proportionally drive far more revenue than Twitter. (Qubit products, 2012) The strength of brands within the online gambling...
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...The Power of Like2 How Social Marketing Works ANDREW LIPSMAN VP, Marketing, comScore GRAHAM MUDD Head of Measurement Partnerships, Facebook CARMELA AQUINO Senior Marketing Manager, comScore PATRICK KEMP Senior Data Analyst, comScore Executive Summary The following white paper is the second in the U.S. Power of Like series, a research collaboration between comScore and Facebook to deliver unique insights on the impact of social media marketing. The research, which primarily leverages data and analysis from comScore Social Essentials™, comScore AdEffx™ and Facebook’s internal analytics platform, focuses on the impact of branded earned and paid media exposure on the behavior of Facebook Fans and Friends of Fans. The summary below establishes the key findings and implications of this research. Brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI. Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their broader marketing objectives: Fan Reach Exposure in the News Feed Engagement Fans interacting with Brand Page marketing content Amplification Expanding reach by promoting content to Friends of Fans through both earned and paid means Most leading brands on Facebook achieve a monthly earned Amplification...
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...INTRODUCTION: 2. LITERATURE REVIEW: Definition of IMC: Integrated Marketing Communications is often referred to as a strategic business process that is used to plan, develop, execute and evaluate co-ordinated brand communication programmes to various stakeholders (Belch & Belch, 2012). It is a simple concept which ensures that all forms of communications are linked together and is called IMC in many spheres. At the most basic level, IMC deals with integration of promotional tools to foster harmonious relationships. It is imperative that all of the promotional tools work together rather than in isolation for the sum is definitely greater than its parts. Integration levels are far-reaching and extend towards horizontal, vertical, external and data integration levels. The plan of IMC is to generate short term financial returns and to build long-term brand and shareholder value (Belch & Belch, 2012). Benefits of IMC: Although Integrated Marketing Communications require a lot of effort and time, the benefits that it delivers are immense. It can ensure that firm’s gain competitive advantage as well as boost sales thus increasing productivity. IMC facilitates communications surrounding customers and promotes efficiency in the buying process. Another positive that emanates from the IMC campaign is that loyal customers are built ensuring a competitive advantage against rival firms. Due to the fact that Integrated Marketing Communications create consistent messages, the uncertainty in...
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...ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA USAGE IN ADVERTISING A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Master of Mass Communication in The Manship School of Mass Communication by Emily Fay Mabry B.S., Louisiana State University, 2008 May 2010 ACKNOWLEDGEMENTS The inspiration for this research emerged from the opportunity to live in New York City during the summer of 2009 and intern at a premier digital agency. I would like to thank my committee chair and boss, Dr. Lance Porter, who helped me realize this opportunity and nurture my research interests into a thesis project. His guidance and encouragement over the past two years have helped me in my attempts to decipher my future and achieve success. I would also like to express appreciation to my committee members: Dr. Anne Osborne for her insight into instrumentally combining my research into a seamless product and Dr. Felicia Song for her thorough contribution and dedication to this project. Finally, thanks to my parents who have always supported me in everything I do. ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii ABSTRACT ................................................................................................................................... iv CHAPTER 1....
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...Company Case/Pepsi : Can a soda really make a world good place? 1. Consider PepsiCo’s advertising throughout its history.( For a List of Pepsi slogans over he years, visit http://en.wikipedia.org/wiki/Pepsi#Slogans.) Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image? According to our case study campaign advertisement strategy very good in the social media and in the social network ,because at the advertisement PepsiCo use spokesperson which people have popularity. Campaign slogans for the every years explain brand well and attract people. And also campaign projects for ex: “Pepsi Refresh “ make opinion in the people mind that what we drink and spend, in the same time it return to us with other way. And even some of the earlier slogans have the commonality that you get more bangs for your buck that when you buy Pepsi you get more of flavor, amount and whatever than the competition offers. Pepsi is for everyone and that Pepsi alone can refresh or change the world. Many slogans have to deal with being young as well as being in the future. Most of Slogans indicate that if you want to be part of the future or new generation then you have to drink Pepsi. It is consistent with the PepsiCo brand image because they target the younger nation and making it a better place for many generations to come. They started to advertise by reinvesting into actual community to actual make the future better...
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...Monitoring and evaluating marketing communications is a difficult process with imprecise outcomes. Critically review this statement for both on-line and off-line campaigns, making reference to appropriate theory, the organisation and tools previously selected. Setting up objectives is vitally important. Measurable objectives enable a business to enumerate the efficiency and the effectiveness of marketing communications’ (MCs) endeavouring impact e.g. to show the effectiveness of the investment in the campaign and allows comparison of different campaigns. Monitoring and evaluating is a continuous process and can also achieve a high level of budget accountability (Ouwersloot and Duncan, 2008. pp. 475). In order to design and illustrate a measurement and evaluation plan, this assay utilizes the MCs measurement and evaluation theory and models for online and offline communication tactics by: * Pelsmacker et al (2004) * Pickton and Broderick (2005) * Ouwersloot and Duncan (2008 * Fill (2005) * Chaffey et al (2006) * Hannah (2012) This essay will point out the different benefits that measuring and evaluating provides. Furthermore, it will demonstrate the proposed monitoring tools and limitations for the three MC objectives tactics which are; 1) sponsorship, 2) digital/ social media as well as 3) TV advertising. In addition, a time/budget plan will be mulled over leading to a conclusion. Pickton and Broderick (2005) state there are five benefits that...
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...REPORT ON “BENFITIS FOR OPTING SOCIAL MEDIA FOR THE PURPOSE OF ADVERTISEMENTS” SUBMITTED TOWARDS PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINISTRATION DEPARTMENT OF MANAGEMENT STUDIES,JAMIA HAMDARD SUBMITTED BY: OMER NISAR SIDDIQUI MBA (2011-13) SUBMITTED TO : MR. SHAHNAWAZ ABDIN DECLARATION OF THE STUDENT I, the undersigned, hereby declare that this project entitled “BENIFITS FOR OPTING SOCIAL MEDIA FOR THE PURPOSE OF ADVERTISEMENTS” is a genuine and bona fide work prepared by me and submitted to the JAMIA HAMDARD UNIVERSITY, for the partial fulfillment of The Masters Degree in Business Administration. The present work is of original nature and the conclusions drawn therein are based on the data collected by myself. To the best of my knowledge, the matter presented in this dissertation has not been submitted for the award of any Degree, Diploma or Membership Either to this or any other Institute / University. Place: Dubai, UAE Name: Omer Nisar Siddiqui Date: 28.06.2012 Acknowledgement Sometimes words fall short to show gratitude, the same happened with me during this project. The immense help and support received from Integrated Advertising Services FZ. LLC. overwhelmed me during the project. Much of my work to make this report would not have been possible without the constant guidance and support of certain key-people. I would like to express my deep-felt appreciation and gratitude to Mr...
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