Marketing: An Introduction Chapter 14

Spam

Unsolicited, unwanted commercial e-mail messages.

Digital and social media marketing

Using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, anytime via their digital devices.

Telemarketing

Using the telephone to sell directly to customers

Word of Mouth Part 2

Word of mouth is about genuine consumer conversations. Word of mouth marketing is joining that conversation and participating in it - but it is never, ever manipulating, faking, or degrading its fundamental honesty in any way.

Word of Mouth Marketing

Word of mouth marketing is giving people a reason to talk about your company and its products, and making it easier for that conversation to take place. • Have a "remarkable" product - one worth saying something about (making a remark) • Do something unexpected • Give them something for free • Make the customer feel important or special

phishing

a type of internet theft that uses deceptive emails to fool users into divulging their personal data.

Direct Response Television (DRTV) Marketing

direct marketing via TV, including infomercials and interactive TV advertising.

Social Media

independent and commercial online communities where people congregate, socialize, and exchange views and info. - can be major like Facebook, or more niche like Farmersonly.com - marketing here is targeted, personal, and interactive - results are hard to measure

Multichannel marketing

marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels.

Mobile Marketing

marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

online marketing

marketing via the internet using company web sites, online ads, and promotions, e-mail, online video, and blogs.

E-mail marketing

sending highly targeted, highly personalized, relationship-building marketing messaged via e-mail. - can be though of as spam and cause frustration

Reasons People Will Talk About You

something special, different, or unusual 1. They like you and your stuff • They love your products • They like how you treat them • You do something interesting 2. Talking makes them feel good - especially opinion leaders • People want to look smart - an expert/opinion leader • Help people look smarter - newsletters; provide inside information • People want to help other people - want others to enjoy what they are enjoying • Give them things to share with others - flyers; samples; messages to forward • People what to feel important • Find ways to acknowledge them and give them higher status • Simply acknowledge them - special private shopping hours • Keep them in the loop - advance news • Ask for their input 3. To feel connected to a group or part of something - associate with like-minded people • Provide group recognition • Provide t-shirts; bumper stickers • Hold special events or rallies to bring people together • Make them feel part of the family

Messengers (3)

• The Market Mavens - the Innovators: Market mavens are individuals who are continuously 'on the pulse' of things (information specialists); they are usually among the first to get exposed to the message and who transmit it to their immediate social network. • The Social Hubs - the Opinion Leaders: Social hubs are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors or bridges between different subcultures • The Salespeople - these are not the company's sales force, these are individuals who do not formally work for the company and are particularly adept at taking a message and amplifying it by making it more relevant and persuasive. The "Salesman" received the message from the Market Maven, amplifies it and sends it along to the Social Hubs for mass distribution.

Viral vs Traditional

• The company does not have complete control over the content or message o The communications can be favorable and encourage by product "evangelist" o The communications can be unfavorable encouraged by product " terrorist" • Viral activities are design to create word-of-mouth activity o Encourage communications by: Creating forums Encouraging feedback Utilizing social networks o Give people something to talk about Must be novel Must be useful or of value Usually interactive • It must be spontaneous and genuine and not perceived as being contrived • It attempts to connect with consumers

Rules of Word to Mouth Marketing

1. Be interesting - ask would anyone tell a friend about this? • It's different or unusual • It's unexpected • An unusual place • Never seen before 2. Make it easy • Need a super-simple message • Help people share it 3. Make people happy -- Happy people are great advertisers • Provide amazing products • Provide excellent service • Remarkable experiences • Fix problems • Arouse passions; delightful experiences 4. Earn trust and respect • Fulfill promises • Be ethical

Branded Community Web site

A Web site that presents brand content that engages consumers and creates customer community around a brand. In contrast, branded community Web sites don't try to sell anything at all. Instead, their primary purpose is to present brand content that engages consumers and creates customer-brand community. Such sites typically offer a rich variety of brand information, videos, blogs, activities, and other features that build closer customer relationships and generate engagement with and between the brand and its customers. For example, consider ESPN's Web site. You can't buy anything at ESPN.com. Instead, the site creates a vast branded sports community.

Online advertising

Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classified, and other forms.

2 Types of Viral Marekting

Buzz marketing -- Buzz marketing stimulates and simulates word-of-mouth activity about a company and its products. The goal of buzz marketing is to get people talking about your brand - not just to make people aware that your brand exists. Social media - Social media are internet based platforms that allow consumers to create their own content and share it with other consumers

Buzz Marketing

Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Buzz marketing is creating a "message" or "story" that is so entertaining, fascinating, or newsworthy that people want to share it with others. Buzz marketing must: 1. Be Honest 2. Be Courageous 3. Understand the customer firsthand - how they think; what the like; their lifestyle 4. Pay attention to details 5. Swing the bat often - you will miss, must keep trying 6. Create content not advertising - people want to be entertained and engaged, not sold to

Buzz Marketing Part 2

Buzz marketing is about giving the right message to the right messengers in the right environment: The Message: For a message to be viral it must be both memorable and sufficiently interesting to be passed along. Topics that have proven to be effective at getting people talking: Sexy. Controversial. Truly great. Hilarious. Secrets.

Many to Many Communications

Consumers talking with other consumers; stimulating word-of-mouth-activity

Viral Marketing

Digital version of word of mouth marketing, videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Catalog Marketing

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. - digital catalogs save print costs, but glossy pages still entice buyers.

Direct and Digital Marketing

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. - Digital and social media marketing - Traditional direct marketing

Public Relations can be used to:

Help introduce new products to the marketplace - Publicity (non-paid for communications that appear in the media.) • Influence legislation - Lobbying • Create and enhance a corporate image - Integrated Marketing Communications • Create and enhance community relations - Corporate Citizenship • Manage a crisis - Crisis Management

Direct-mail Marketing

Occurs by sending an offer, announcement, remind, or other item directly to a person at a particular address. - can be seen as junk mail Direct mail is well suited to direct, one-to-one communication. It permits high targetmarket selectivity, can be personalized, is flexible, and allows the easy measurement of results. Although direct mail costs more per thousand people reached than mass media such as television or magazines, the people it reaches are much better prospects.

Marketing Web Site

Once a potential customer clicks onto the MINI Web site, the carmaker wastes no time trying to turn the inquiry into a sale, and then into a long-term relationship. A Web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome. Make a purchase.

Blogs

Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.

PR Tools

Publications and Speeches Events - celebrations; anniversaries; new product introductions; special events News - press releases; publicity Community involvement activities - support local causes; employee involvement Identity media - logos; letterheads; signs; business cards Lobbying activity Social responsibility activities PENCIL