online branding and tools
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8/18/2019 Online Branding and Tools
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Week 3
Online Branding & Tools of Web
2.0 Marketing
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Discuss
• You hae been asse!bled to anal"#e and
assess the $ikeiD incident. %n ' !inutes "ou
are to re(ort back to )hil *night +,-O about/
What 1as the reason for the $ikeiD disaster What are the i!(lications of the $ikeiD incident for
$ikes online marketing strategy (name two)
Based on "our anal"sis (roide t1o reco!!endations
for i!(roing $ikes online marketing strategy.
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Discuss
• Your boss4 the director of !arketing at 5Fill inthe blank Corp.’ 4 heard the ,ha(!an stor"on the radio on her 1a" to 1ork and u(on
arrial called "ou gu"s in her office. 6he1ants "ou to anal"#e ,ha(!an7s 7,o!cast 6erice
-8(erience7 stor"
identif" t1o ke" learning (oints fro! it
and based on "our anal"sis reco!!end oneaction for "our co!(an".
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Online Branding
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Online Branding
9 ke" !arketing
challenge in toda"s !ulti:
channel4 !ulti:deice
1orld is the integration of
digital marketing
opportunities into thetraditional marketing
mix.
;eeraging the ca(abilities
of the %nternets networkconnectivity and
interactivity to drie
revenue is of (ara!ount
i!(ortance to toda"7s
!arketer.
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9 ,risis
•
?i! 6tengel4 @lobal Marketing Officer4 )rocter &@a!ble
•
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• Today the customer is in charge and whoever is
best at putting the customer in charge makes allthe money . 6te(hen G. Huinn4 6enior ice (resident for !arketing4 Wal:Mart.
• Consumers wrest control away from brandmanagement control freaks...get over it. Turningyour brand over to the consumer is taking control- and in fact if you do they!ll return it to you in
better shape. Iuss *lein4 )resident for global !arketing4 innoation andstrateg"4 Burger *ing
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M*T@ 0/ Brands
• What is a brand
• Do 1e need brands
• Who creates brands
• How do "ou create a
brand
• Fo1 do "ou value a
brand
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Branding in the 2st ,entur"
brand i!!ersionbrand i!!ersion
• What is brand i!!ersion
• Tell !e about a ti!e that "ou felti!!ersed in a brand.
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Branding in the 2st ,entur"
• What !akes a !ediu! or eniron!ent
i!!ersie
Persistent
Interactive
Socially networked
Experiential
Emotional
ffective
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What is this
Immersion via m!ient "ommunication#Gestials
)ub talk
6treet stunts
Online chat roo!sJga!esJ6ocial $et1ork 6ites
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Advergaming: turning “brick” brandsdigital
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Wh" aderga!ing
• 9derga!es blur the distinction bet1een entertain!entand adertising. Benefit Web audiences can be drawn in long enough for !arketers to
delier their !essages. More i!(rotantl"4 !essage a((ears Kun:(ushed<
• 9derga!ing used in conLunction 1ith a co!(etition for(ri#es and (roduct (ro!otions sti!ulates a 1hole ne1
real! of (eer:to:(eer !arketing. Benefit viral explosion occurs as users share the ga!e co!(etition
1ith friends and ulti!atel" bring others into contact 1ith "ourbrand.
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What 1e kno1 of the @a!e:
Marketing ;ink/
Games generate high degree of attentionGames generate comparatively long attention spanGames generate positive emotions which the player associates withthe product / brand
If additional information about the product / brand is oered it will bereceived favorably=> credible source! Games decrease the propensity for critical thinking during game!play: the player will not work up counter!arguments against marketingpropositions "owever: #arketing propositions will be remembered longer and in
greater detail if accompanied by hard data.
http://www.neopets.com/
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o(en uestions
• @a!es as a ehicle for e8(ression
Ielationshi( 1ith Lo"s of interaction4 i!!ersion and ga!e(la"
BAT do 1e forget the (roduct $eo(ets odafone
• @a!e(la" adertising +tradeoff
%s it (ossible for the !essage to get through
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%n 6u!/
to drie the brand==1ebsites need to be !ore than a co!!unication channel to custo!ers. the"
!ust be a (ro(osition in their o1n right.
=1ebsites !ust be an e8tension of the (roducts and serices that a brand
(roides to its custo!ers.
=!arketers !ust understand that as soon as content beco!es digital4as soon as content beco!es digital4
custo!ers e8(ect !ore fro! it.custo!ers e8(ect !ore fro! it.
=="ou hae to allo1 for co:creation and create ."ou hae to allo1 for co:creation and create .
The edge boundaries bet1een content4 adertising4 and a((lication hae gone.The edge boundaries bet1een content4 adertising4 and a((lication hae gone.
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@IOA) WOI*/ discuss
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discuss
Identify your favorite immersive branded site
Analy$e what makes it a powerful brand driver
%resent three key learning points of youranalysis
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But brands are not Lust online=
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Millers Man ;a1s
• 9 ridiculous inention
but one that obe"s
the branding la1 of
the 2st
centur".
http://www.youtube.com/watch?v=I85vo9FTG8s
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-8tend Marketing 6(ace
• Fealth" ,hoice has used its online ga!esto drie (eo(le to su(er!arkets to actuall"bu" its (roducts4 b" offering the chance for
custo!ers to (rint N!"ster" cou(onsN• 9 Fanes s1ee(stakes (ro!oted the
a((arel co!(an"7s ne1 NtaglessN t:shirt b"
using a tag as the irtual ga!e (iece/N;iftingN it 1ith the !ouse reealed theisitor7s (ri#e.
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turning a digital brand (h"sical
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%n the 2st centur"4 this is 1hat "our
Lob is all about/• Gind 1a"s to !ake "our brand more experiential and
hence !ore !e!orable careful spatial (lanning
lie4 real:ti!e4 eent:based nature of the brand interaction
• 6hift consu!ers (erce(tion and (ractice of 1hatconstitutes a marketing $space%& %!!ersion !arketing seeks to achiee a !uch !ore (ro8i!al
relationshi( bet1een consu!ers and brands.
• as theorists of the 5e8(erience econo!" (ut it/ 5the !ore effectiel" an e8(erience engages the senses4 the !ore
!e!orable it 1ill be +)ine and @il!ore4 CCC/ 'C.
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discuss
&ou have been hired to lead the strateg" taskforce for digital marketing at 'uick( )hemarketing director is at a loss because thebrand seems to be losing ground with the *+!,-year old demographic(
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Buick
• On a conce(tual leel4 1hat do "ou
suggest needs to be done.
• On a concrete leel4 deelo( a !arketing
!i8 to achiee the obLectie of brand
rene1al.
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;ets look at 6o!e Tools
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We focus on/
• iral !arketing
• Online Goru!s4 Wikis
• Blogs +incl. 9udio4 ideo
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%s there a 6i!(le Gor!ula to
6uccess
• $o=
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Turn a good stor"=
• =into a grounds1ell of co!!unication
and attention.
Will it blend +"outube
$okia $C' +blog seedings
Mike )edersen +111.golf:trainer.co!4
111.(erfor!bettergolf.co!Jblog
;e ,ache )re!iu! Wine ,abinets +1ine:storage.blogs(ot.co!
http://www.golf-trainer.com/http://www.performbettergolf.com/bloghttp://wine-storage.blogspot.com/http://wine-storage.blogspot.com/http://wine-storage.blogspot.com/http://wine-storage.blogspot.com/http://www.performbettergolf.com/bloghttp://www.golf-trainer.com/
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;ets 6u!!ari#e
• 9dertising faces ne1 challenges 9ttention4 niche de!and4 alue of social co!!unication
• 9 ne1 !ediu! changes relationshi(s Gro! custo!er to guest
Gro! teller of stories to resource for stories
• Brand alue/ Brand !eans authentic thought leadershi( +not one:1a" interru(tions Brand alue de(ends on the a!ount +and !a"be ualit" of social
co!!unication
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