...engages with consumers using new and exciting channels of communication • It enhances the customer’s brand experience • It leaves lasting impressions • Creates positive feelings and conviction by nurturing its target’s talents • It embraces innovation • It utilizes digital and social media to drive consumer engagement and loyalty 2. Which promotional mix elements does Red Bull use? What grade would you give Red Bull on integrating these elements into a core marketing communications campaign? Today, Red Bull’s promotion mix consists a blend of advertising, public relations, and directmarketing tools that it uses to communicate customer value and build customer relationships (Kotler & Armstrong, 2012, p. 406). Red Bull provides Grade A efforts on integrating these elements into a core marketing communications campaign. Red Bull utilizes the powerful tool of advertising. Through advertising, the company provides a nonpersonal presentation and promotion of its goods or services by an identified sponsor (Kotler & Armstrong, 2012, p. 407). Red Bull has taken advantage of multimedia production, as it provides network spans of TV, print, mobile, digital, and music. This allows Red Bull to promote its lifestyle brand at the center of companies, brands, and artists (Kotler &...
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...Digital Technology: Its Impact to marketing strategies Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing. Our global expertise—we have more than 50 dedicated digital marketing experts in more than 30 locations—across digital analytics, market research, technology, business design, and online strategy helps clients bring the full potential of digital marketing to bear on their business. What we do Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop employees’ skills, we address technology infrastructure issues and identify potential partners. We work with clients primarily in three core areas: • Harnessing digital marketing to transform business effectiveness We help clients drive higher sales productivity and other performance gains through digital marketing. This shift involves mastering multichannel to generate distinctive and practical insights from digital sources as a starting point for clients to develop new contact strategies, streamline planning and execution processes, and upgrade internal capabilities. • Optimizing the customer experience across channels We work with clients to integrate the flow of the customer experience across channels (e.g., face-to-face, telephone), opening up new lead sources...
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...IBM Software Enterprise Marketing Management IBM’s State of Marketing Survey 2012 Marketers’ biggest challenges and opportunities reveal the rise of the empowered customer 2 IBM’s State of Marketing Survey 2012 Contents 2 Leading the customer experience 4 Removing silos and integrating across channels 6 Embracing an IT partnership 7 Conclusion 7 Survey Methodology 8 About IBM Enterprise Marketing Management Consumers are changing marketing. Today’s consumers are well-informed, social media-savvy, and likely have two or more mobile devices. They are more demanding—expecting current and perpetually shifting new channels, such as mobile and social, to deliver an exceptional customer experience. But it’s the dynamism of this change and conversation that is forcing marketers to re-think their craft. In an increasingly digital world, customers have a voice in their relationship with your brand, communicated through multiple channels, freely expressing their satisfaction or dissatisfaction with their experience. As a result, marketers must put the customer at the center of their business, or risk not just negative Twitter commentary, but ultimately lost customers. Marketing technology is enabling these profound changes in an organization’s relationship with customers, creating new challenges and new opportunities. Getting an in-depth look at how marketers from across the globe are responding to this empowered consumer provides important insights into the underlying characteristics...
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...Assignment - I Leveraging Web 2.0 to enhance CRM (In partial fulfilment of the course) Written Analysis and Communication II (2013-2014) To Prof. Meenakshi Sharma & Academic Associate Mr. Saurabh Shukla By Alok Agrawal Section - C On 13th January, 2013 INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD. Abstract In today’s digital era, everybody has heard of web 2.0 or social networking websites. These websites provide a two way communication flow and have changed the way people live, learn and work. Web 2.0 provides an opportunity to the business world to overcome the drawbacks of traditional CRM system by integrating with social media. Though there are hurdles and inertia in business world to implement this change, it is necessary to integrate the web 2.0 into CRM and engage customer in the foreground of the decision making process for the sustainable growth and success of the business. (97 Words) Full text In today’s digital era, everybody has heard of web 2.0 or social networking websites. These websites, unlike traditional websites, not only provides information to the viewers but also empowers them to generate their own content by posting, commenting and interacting with other viewers. This two way flow of communication led to active participation of users in the social networking websites. The rapid adoption of Web 2.0 has transformed the way people live, learn and work. It has increased the ability of the people to connect and share information...
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...CASE STUDY Samsung Creates Sparks with Unique Digital Direct Marketing Ë “We’ve been using eCircle for the past four years and have been consistently happy with them. They provide a very sophisticated email system which allows us to customise our emails to provide a much higher degree of targeting than previously possible.” (Nick Turner-Samuels, Online Marketing Manager, Samsung Mobile UK) Email Marketing Software Email List Rental HIGHLIGHTS CHALLENGE: • To improve email deliverability • To increase brand awareness and loyalty • To generate new leads and sales SOLUTION: • Help produce eye-catching unique email campaigns including an annual Easter Egg Hunt • Send out videomail campaigns in conjunction with latest movie releases to specially selected emails from eCircle’s address stocks • Broadcast a regular email newsletter to Samsung subscribers using eC-messenger RESULT: • Easter egg campaign lead to huge jump in traffic to website and close Samsung community • Over 14million new page impressions • More targeted campaigns sent to different database segments to ensure best possible results Samsung Location: Industry: Website: Products: UK Telecommunication, Technology http://uk.samsungmobile.com Email Marketing Software, Email List Rental eCircle’s relationship with the electronics giant Samsung, one of the fastest growing global brands began over 4 years ago. Samsung initially chose to work with us due to our strong ISP relationships, having previously...
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...Chapter 1: Convergence Multiple Choice 1. E-marketing affects traditional marketing in which of the following ways? a. increases efficiency of traditional marketing functions b. technologically transforms marketing strategies c. decreases the reach of marketing campaigns d. both A and B (d; Medium; p. 3) 2. _____ is the subset of e-business focused on transactions. a. E-commerce b. E-marketing c. Digital technology d. ESP (a; Hard; p. 3) 3. Convenient access to digital information has the ability to transform all of the following except _____. a. ecosystems b. governments c. societies d. businesses (a; Easy; p. 5) 4. The Internet consists of all of the following except _____. a. computers with data b. users who send & receive data files c. a technology infrastructure to move, create and view or listen to the content d. a central mainframe (d; Medium; pp. 3-4) 5. A network that runs internally in an organization but uses Internet standards and browsers is known as _____. a. an Intranet b. an Extranet c. an Internet d. the Web (a; Medium; p. 4) 6. Internet technology has changed traditional marketing in all of the following ways except _____. a. made place less important b. increased the importance of interdisciplinary understanding ...
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...------------------------------------------------- Digital and social media marketing STRATEGIES at sandal resorts international Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Table of Contents Executive Summary 2 Introduction 3 Findings 4 Digital marketing strategies and their potential strengths 4 Challenges associated with Digital Marketing 6 Sandals digital marketing initiatives 6 Sandals social media marketing initiatives 9 Conclusion 10 Recommendations 10 References 11 Executive Summary The Sandals presence on various digital and social media platforms is relatively remarkable with 771 870 likes on Facebook, 304 000 followers on twitter, 167 000 on Instagram and 9 000 on Pinterest. An impressive 99.4 % of their social media referral traffic stems from Facebook (Hutchinson 2015). This report aims to review those digital and social media marketing strategies undertaken by Sandals Resorts International. To deliver on this aim, the following objectives will be employed (1) the digital and social media marketing initiatives will be explored. This...
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...Submitted: May 24, 2012 Accepted: June 21, 2012 Published: September 25, 2012 E-Marketing Development in Virtual Market-Space: A Strategic Perspective Hu Ya-Ping Department of Information Management, National Chung Cheng University, No.168, University Rd., Min-Hsiung Chia-Yi, Taiwan Abstract: The Internet gives a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily. This article involves a literature reviewed and considers the evolution of the electronic marketing fields to identify a number of fundamental problems. In this article, we identify the relationship between electronic marketing (E-marketing) and virtual market-space and provide a three-stage model for E-marketing development. After discussion, we make a conclusion and suggestion for the future study. Keywords: Electronic marketing, online retail, virtual communication, virtual distribution, virtual transaction INTRODUCTION The Internet represents a tremendous opportunity. That is, it gives a much wider choice of products, services and prices from different suppliers and means to select and purchase items more readily and easily. For traditional marketing, these products and services give the opportunities to expand into new markets, offer new services and compete with large businesses. At the same time, the Internet gives rise to many threats to traditional market space. For examples, Amazon (www.amazone.com), have captured a significant...
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...1 Marketing & Sales Practice The consumer decision journey Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” David Court is a director in McKinsey’s Dallas office, Dave Elzinga is a principal in the Chicago office, Susie Mulder is a principal in the Boston office, and Ole Jørgen Vetvik is a principal in the Oslo office. Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one...
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...UnME current media consists of television advertising, magazine print advertising, radio advertising, a corporate website, online banner and display advertising and “key word” advertising. The positive about the current media plan is that it integrates a variety of media to reach its target market of women 12-24. The negative is that the current media plan is based on one-way communication while the media habits of its target market are changing rapidly. Its traditional media plan might not be effective to capture its target market because the television audiences are declining and newspapers and magazines were losing readers. Also, most of the teenagers and young adults are active users of social media. However, the social media is absent in its current media plan. According to exibit 7, 60% of teenagers and 68% of young adults use social networking sites daily or more frequently. And those teenagers are young adults are mostly UnME’s target consumers. Before discussing the numerous advantages and disadvantages of Web 2.0, we want to first introduce Web 2.0 and what’s it’s advances compared to Web 1.0. Web 1.0 is basically a one-way communication where firm deliver their message for customers to read. It utilized top-down information distribution where firm is the major player in publish content and control the information. However, Web 2.0 had emerged and changed information distribution to a two-way distribution where online users become contributors...
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...Praxis II: Marketing in the 21st Century Marketing: Strategic Innovation in Globally Diverse Markets December 23, 2012 Abstract This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps. Personalized Marketing Personalized marketing (sometimes referred to as one-to-one marketing) is the marketer attempt to provide the customer individual attention through a variation of methods. Personalized marketing is a strategic approach which involves tailoring products differently for each and every consumer while retaining the principles of mass production. One-to-one marketing is attributable to two converging phenomena: the interactive flow of information made possible by robots and just-in-time inventory (Lampel & Mintzer, 1996, p. 21). In order for a company to be effective in personalized marketing, the company must be able to gather information on the target individual. Today, with the power of technology this is a widespread practice on the Internet. The Internet provides a medium to make one-on-one personalization practical for...
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...Praxis II: Marketing in the 21st Century by Daisy Chesley Marketing: Strategic Innovation in Globally Diverse Markets Walden University December 23, 2012 Abstract This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps. Personalized Marketing Personalized marketing (sometimes referred to as one-to-one marketing) is the marketer attempt to provide the customer individual attention through a variation of methods. Personalized marketing is a strategic approach which involves tailoring products differently for each and every consumer while retaining the principles of mass production. One-to-one marketing is attributable to two converging phenomena: the interactive flow of information made possible by robots and just-in-time inventory (Lampel & Mintzer, 1996, p. 21). In order for a company to be effective in personalized marketing, the company must be able to gather information on the target individual. Today, with the power of technology this is a widespread practice on the Internet. The Internet provides a medium to make...
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...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According...
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...| 2015 | | SAP Nederland B.V. Geurtvb | New media (digital) experiential marketing | Inhoud Introduction 3 1 The company 3 2 The subject 3 3 Types of experiential marketing 5 3.1 A brand event 5 3.2 A sponsored festival 5 3.3 interactive advertising 6 3.3.1 An offline example 6 3.3.2An online example 6 4 Advantages and disadvantages 7 4.1 The advantages of experiential marketing 7 4.2 The disadvantages of experiential marketing 7 5 Characteristics of the user 7 Biography 8 6 The Commercial user 9 7 The costs of experiential marketing 9 Conclusion 9 Introduction This report will focus on the possibilities for SAP Nederland to implement a new media tool for their UA program. It is necessary for the UA program to optimize its marketing strategy with new media to be prepared for the future. This research is about (digital) experiential marketing. The goal of this report is to provide the management of SAP Nederland with an advice to improve their marketing strategy with new media. F.Y.I The underscored parts in this paper are coming from literature study and external sources. 1 The company Systeme, Anwendungen und Produkte, in short SAP, is originally a company from Germany. SAP was founded in 1972 in Walldorf, the company has still got its head office in Waldorff Germany, with different offices in more than 130 countries. SAP is a world leader on the market of business software and other related services. Nowadays, SAP has...
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...ONLINE MARKETING MARKETING TO THE DIGITAL CONSUMER Let’s admit it: most Web sites are duds The task is to attract and engage, not to price and promote Relating to “chiliheads” Should your online marketing be a separate unit? Alexa Kierzkowski • Shayne McQuade Robert Waitman • Michael Zeisser T of interactive media such as online services and the World Wide Web has taken many consumer marketers by surprise. While some marketers are still wondering what to do and how to do it, others are moving forward – but oƒten with mixed success. HE RAPID DEVELOPMENT Our recent analysis of 95 Fortune 500 consumer marketing companies with product or service-related Web sites reveals that consumer marketers fall far short of leveraging the full capabilities of interactive media. While over 90 percent of all the digital marketing applications examined provided product or service information and featured basic e-mail capabilities, only about half oƒfered links to other sites and non-product-related content, and fewer than half provided any sort of interactive content, such as a game or a diagnostic requiring some user input. Most revealingly, only a handful of the examined sites made an eƒfort to seriously collect information about their users, and fewer than 5 percent provided an opportunity to allow user-to-user communications, a unique – and one of the most popular – characteristics of interactive media. Alexa Kierzkowski, Shayne McQuade, Robert Waitman, and Michael Zeisser...
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