...INTERACTIVE MARKETING THROUGH FACEBOOK The term interactive marketing has been coined to describe a customer focused marketing process that is based on using the internet, intranet and extranet to establish two-way transactions between a business and its customers or potential customers. Brands are applying their years of experience of applying interactive marketing and broadcast marketing to the social web and it shows. With the natural inclination to brand and broadcast, we see these same behaviors in the “Facebook” Marketing. Yet, despite these existing strengths, brands are missing the two way aspect or ‘social aspect’ of social network marketing. Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology. The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet. Interactive Marketing allows customers and prospects to participate in the process of building a brand's image in a certain market or target group's minds. Thanks to the consumer's ability to "interrupt" a brand's communications and to complement or modify its messages to fit his or her perception, the process of building the brand itself is crowd...
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...positives and negatives of UNMe’s current media plan? Current media plan: * 30-second TV ad on most popular programs for teenage girls * Full-page magazine print ad in beauty & fashion magazines * 60-second radio on Top 40 * A corporate website * Online banner and display ad on the most popular websites for teenage girls * “key word” Google Positive: multiple ways can make UNMe reach maximum targeted market of women 12 to 24. The media she chooses are consistent with the style of UNMe, like Gossip Girl, American Idol, Top 40 radio and other online banner ad on girls’ favorite websites. She spends most money on TV ad, on which people spend most time on ad. Negative: audiences watching TV are declining. Consumer’s media habits were rapidly changing. They are turning from traditional media, such as TV, magazines and radio to new media choices. Consumers were devoting much more time to online channels. Since there is advertising clutter, the percentage of advertising that consumers remember was as low as 1% to 3%. So having more channels may lead to more costs than revenue. 3. What are some potential benefits and risks to utilizing Web 2.0 media tactics for UNMe? Benefits: 是不是那四个consumer co-creation, social affiliation, digital self-expression, sharing. Consumers can directly contribute to the online conversation. Women of 12 to 24 can create their own design of UNMe jeans on Facebook and share their designs. Web 2.0 makes consumers more like participants with other people...
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...Facebook Case Write-up Format: Name(s) on one-line header in upper right-hand corner (double clicks on the current header for editing), 1” margins all around, single-spaced with one blank line between paragraphs, block format (no indenting for paragraphs). Use bold internal headings to mark sections. (This page conforms to these format requirements.) PLEASE LIMIT THIS ASSIGNMENT TO 2 PAGES. Make your responses succinct and meaningful. Preparation: Read the Facebook case (which can be purchase following the link provided in the course outline). For any terms that you do not understand in the case or in this assignment sheet, please read the related slides and/or search online and get them clear. Content: Please answer the following questions, using information from the case. Be SPECIFIC and use BULLET POINTS whenever possible. 1. Why do people use Facebook and what do they do when they are there? Facebook is a social networking service launched in February 2004, owned and operated by Facebook, Inc. As of October 2012, Facebook has over one billion active users, more than half of them using Facebook on a mobile device. Users must register before using the site, after which they may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Facebook can be mainly used to socialize, keep in touch with real life friends or renew old connections. Facebook provides the...
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...changing world. In 2004, Facebook social networking service and Website was launched by Mark Zuckerberg. Facebook is owned and operated by Facebook, Inc. It has turned into a national obsession. Initially established for Ivy League college students at Harvard, Facebook eventually expanded to other colleges and soon to everyone! Users register for a personal account, create personal profiles and add other users, friends, pictures and videos; and thus have the opportunity to become as self-promoting, individualistic, assertive, and fun focused, or career motivated, as they desire. It goes without saying that Social Networking sites such as Facebook, Twitter, MySpace, and LinkedIn professional network, influence the way we do business as well as personally how we communicate with others. Additionally, companies, managers and advertisers are challenged for the first time, with globalization and four generations of workers (Boomers, Generation X & Y, Millennials), plus, various consumer types to manage, problem-solve, market/advertise their products and services. In view of current trends, and in an effort to improve the value of products and develop best practices in meeting the needs of employees and/or the consumer market, organizations must continuously make needed change. Furthermore, in as much as change is a necessary function of monitoring performance, an example of unneeded change is recently when according to MSNBCNews.com TECH, “when Facebook passed the billion-member...
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... the competitive advantage test is used to make sure the strategy can help the company achieve a sustainable competitive advantage. In addition, passing the performance test indicates that a winning strategy produces strong company performance. Before IPO The primary mission and goal of Facebook CEO, Mr. Zuckerberg, before the company’s IPO, is to “connect the world digitally with Facebook” and increase its total membership (Rusli, 2014). Mr. Zuckerberg kept his primary mission of Facebook and cared less about the revenue. His strategy of Facebook at this point was to attract as many users as he would without placing more importance on how to make a lot of money. Facebook’s strategy before IPO is not a winning strategy. First of all, Facebook’s strategy at this point did not match well to the company’s best market opportunity of its initial public offering. Since Facebook wanted to go public, it needed a good performance to attract its potential investors and shareholders. The ability of gaining revenue is an important symbol and sign that potential investors will look for before deciding whether to invest. However, Mr. Zuckerberg’s primary mission of Facebook showed that “Facebook was not originally created to be a company” (Rusli, 2014), which would be harmful for the company to attract more potential investors. Therefore, Facebook’s strategy before IPO did not pass the fit test since this strategy didn't suit the company’s current situation at that point. Secondly, Facebook’s...
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...BUSINESS VALUATION Dt: March, 10, 2011 FACEBOOK Facebook Business Valuation Case Valuation Based on 5 year cash flow projections Facebook can be valued at 41.51 Billion dollars. Based on the analysis and the most likely scenario of projections the company can be fairly valued at 38.2 Billion Dollars but when superimposed on the dynamic pattern of internet businesses a valuation of 41.5 Billion dollars can be assumed a fair value. The company at present has a very strong impact and potential to grow in the near future but at the same time it faces a lot of risks that can put it out of business any time in the future. For Facebook to sustain it must diversify. In the light of new developments and information release regarding Facebook‘s business model, Goldman Sach‘s valuation of the company at 50 Billion dollars is opportunist. The reason for this discrepancy could be a conflict of interest as the company gets a priority while going public. This could also be because of the information limitation. Likelihood NPV (CF) NPV (TV) Facebook Valuation Optimistic Scenario 25% 50.31 10 Pessimistic Scenario 25% 27.68 2 Given the latest improvements and introduction of Facebook email and deals in April, 2011 and also potential talks of evolving it as a search engine with a one stop availability, the company can be valued up to 100 Billion dollars. Realistic Scenario 50% 33.02 5 41.51 *Values in Billion $s The scenarios...
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...Increasing the number of fans in the official Facebook page of CLEAR Facebook fan page is an easy way to interact with the people. Most of the bloggers and entrepreneur are now using Facebook fans page to promote their products and service. And also there is no doubt to say that capturing important Facebook likes is vital to our social media marketing campaigns. . A fan page with more likes will also help to have good brand value. There are some different and most effective strategy which is helping to increase likes on page. * To get more “Likes” by advertising and publishing own brands on Facebook. This is the quickest way to grow Facebook fan base. * Click on “Like Our Page” and if anyone likes it then get free some exclusive video and high resolution photos. In that way target audience will come back, make share and drive more likes from their friends. Besides this give a free download away to those that like on page. It may offer a video that can only be viewed after liking the page. Another option is to offer a free eBook to those that like on the page. Just make sure these items can only be downloaded one time by those that like the page. * Offer some “Special” discounts to Facebook fans. And the majority of Facebook users “like” a page to obtain a discount. * Take time to network with other people who are managing Facebook pages related and discuss ways of promoting each other. * As link to personal profile so that when people come across...
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...Facebook is one of the largest social networking websites on the planet. As one of the largest social networking websites on the planet, one would think that Facebook charges at least a nominal fee for membership however, it offers all of its members totally free access. So, how can Facebook afford to offer free membership to literally hundreds-of-thousands of members world wide? Advertising is the number one source of Facebook’s income. Specifically, user targeted advertising. “Facebook being a decidedly smart social networking institution knows which ad to put where” (Kulharni, 2010). Facebook uses your information to send ads your way. They do not send just any ads, but ads that you actually have an interest in. For example, you have “liked” or “become-a-fan-of” motorcycles, Facebook recognizes this as something you are interested in and places a small motorcycle related advertisement on the right side of your page. Of course, Facebook is collecting a fee from the companies that place advertising on the site. These companies are usually charged on a pay-per-click basis, meaning that Facebook charges the companies every time a member clicks on that company’s ad. “Facebook advertisements give advertisers a way to target people that are interested in what they have to offer” (Gerard, 2009). This type of advertising is extremely valuable to companies because the companies know that their advertisements are being seen by consumers that have an interest in what is being...
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...from the author. Enjoy! Hot Tip: If you would like to learn how to make this report your 24/7 “Digital Sales Machine” then be sure to read the last page for full details. 1 Section I: Facebook Social Ads Exposed Facebook Social Ads work virally, but rather than being spread in a random fashion, they are placed on Facebook member pages, based on their profile data – which can make them a powerful sales aid for marketers – especially in this current decade, where mobile devices are now replacing personal computers at the rate of 4 – 1. However, like any data system spread via the net, there are rules, restrictions and random factors that can greatly inhibit or enhance their success. In this special report, we will explore the ins and outs of Facebook Social Ads. What this report is not… It is not a complete guide to Facebook Ad Creation. Instead, it focuses more on the nuances you will not pick up from Facebook’s easy “Advertising Creation” walk-through… and important drawbacks to watch out for. How Facebook Social Ads Work Marion loves horseback riding, and publicly says so in her Facebook profile. A successful Equestrian Center wants to promote its children’s summer camp, so it purchases a Facebook Ad. Facebook uses Insight, a powerful demographics tool, to place the Ad via a feed on Marion’s profile, after extracting the information that she has 3 children, is passionate about all things equestrian and lives within a close geographical radius of the...
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...and LivingSocial, etc. coming out. One big thing is daily deal fashion sites. This site, BeyondTheRack.com, is a daily deal fashion site. When I send people to this website right here through my own ads on any social network – PlentyofFish, Facebook, Pinterest or whatever – and they fill out a couple of fields and hit SEE TODAY’S DEALS, boom! I get paid around $3.60 every time that happens. Our goal in this copy paste tutorial is to show you how to target this site to bulls’ eye targeted customers on Facebook and other social networks so you can start generating customers and getting paid however much the CPA, the payout for the offer is. Keep in mind that you can also take everything we do in this video and you can use this same formula to market other fashion websites. I know absolutely nothing about fashion but I do know how to find people that are interested in it. As a marketer, what’s important for us is just knowing who wants what. We _________________________________________________________________________________________________ Page 1 of 22 Transcript Beyond the Rack CP Camp 1 _________________________________________________________________________________________________ don’t have to know anything about it. We just have to know who likes fashion and put these ads in front of their faces. So...
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...University of Tennessee Honors Program 5-2011 Facebook and College Students: Is Marketing Effective Kelsey Craig University of Tennessee, kcraig4@utk.edu Follow this and additional works at: http://trace.tennessee.edu/utk_chanhonoproj Part of the E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, and the Marketing Commons Recommended Citation Craig, Kelsey, "Facebook and College Students: Is Marketing Effective" (2011). University of Tennessee Honors Thesis Projects. http://trace.tennessee.edu/utk_chanhonoproj/1468 This Dissertation/Thesis is brought to you for free and open access by the University of Tennessee Honors Program at Trace: Tennessee Research and Creative Exchange. It has been accepted for inclusion in University of Tennessee Honors Thesis Projects by an authorized administrator of Trace: Tennessee Research and Creative Exchange. For more information, please contact trace@utk.edu. Facebook and College Students: Is Marketing Effective? By: Kelsey Craig Advisor: Mark Collins ABSTRACT: With the revolution of marketing from print to digital media, internet marketing and advertising continues to evolve. Social media marketing on social networking communities creates the ideal environment for marketers to target particular markets. Facebook provides many modes and resources for marketers to use its rich database. This study focuses on how marketers should use Facebook and if college students are worth marketing to...
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...A study on “DIGITAL MARKETING TO PROMOTE JUSTBOOKS LIBRARIES” Submitted in partial fulfillment of the Requirements of AIMS INSTITUTE for the award of PGPIB POST GRADUATION PROGRAM IN INTERNATIONAL BUSINESS Submitted By V.V.S.RAJENDRA PRASAD Registration Number PGDM13040 Under the guidance of Prof. Brahm Sharma ACHARYA INSTITUTE OF MANAGEMENT & SCIENCES 1ST STAGE, 1ST cross, Peenya, Bangalore 560058 2013-2014 CONTENTS CHAPTER NO. | TITLE | PAGE NO. | 1 | * INTRODUCTION * INDUSTRY PROFILE * COMPANY PROFILE | 6 | 2 | ORGANISATION STRUCTURE | 23 | 3 | RESEARCH METHODOLOGY | 31 | 4 | SWOT ANALYSIS | 32 | 5 | SPECIAL TASK | 34 | 6 | FINDINGS & RECOMMENDATIONS | 54 | 7 | CONCLUSION | 55 | 8 | BIBLIOGRAPHY | 56 | INTRODUCTION Digital marketing is marketing that makes use of electronic devices such as personal computers, smart phones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization...
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... to drive awareness of the new product by increasing connections to the brand’s Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”. Strengths One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases. Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples of the Marmite Cereal Bar in two weeks to the target audience. This is a great success because Unilever only spent money (for the product, the shipping and the ads) on relevant customers they choose according to their segmentation of the market...
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...How Do Social Media Companies Like Facebook and Twitter Make Money http://www.marketoracle.co.uk/Article42647.html Oct 11, 2013 - 12:44 PM GMT By: Money_Morning Tara Clarke writes: Over the last month we've seen Facebook's (Nasdaq: FB) dramatic share price rebound, Twitter's stock IPO announcement, and LinkedIn (NYSE: LNKD) stock on fire, but have you ever wondered... how do social media companies make money? To find out, we turned to Money Morning E-commerce Director Bret Holmes. Part of Holmes' job is to utilize web advertising via social media platforms to best market Money Morning. As a result, he's on top of what's going on inside of today's social media giants. Holmes said the key to unlocking value for social media companies is successful advertising models. "Social media companies are legitimate advertising websites, no different than, say, Google or Yahoo. The same way Google made its money is the same way Twitter and Facebook will make their money," Holmes explained. Web advertising is a growing market. In a 2013 Nielsen report, data showed that 89% of advertisers use free social media advertising, and 75% use paid social media advertising. The report also highlighted that 64% of advertisers expect to increase their paid social media advertising budgets over the course of 2013. That means a lot of opportunity for social media companies to make major money. The trick for social media companies looking to profit as ad platforms is to find the best way to...
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...Facebook Ads & Sponsored Stories © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. The Facebook Mission Give people the power to share and make the world more open and connected Introduction At Facebook, everything we do is about making the world more open and connected. We think this has a profound impact on the way people communicate. We strive to find authentic ways for people to connect with one another as well as with businesses, brands and institutions they care about. These principles guide us when developing our tools and products for business. Our marketing products are constructed to help people discover your brand through recommendations from their friends. Facebook Ads and Sponsored Stories allow you to leverage the relationships you have built with people to create word-of-mouth at scale. In this guide, you’ll find an overview of these products, including production guidelines and policies. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 3 Premium Ads Overview of Premium Locations and Ads Like Ads Poll Ads Event Ads Sampling Ads Video Comment Ads Standard Ads Marketplace Ads Sponsored Stories Video Specifications General Advertising Guidelines 5 7 9 11 13 16 18 19 20 23 24 © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 4 Premium Inventory Premium Locations Premium Ads run on the most...
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