online branding and tools

8/18/2019 Online Branding and Tools

1/30

Week 3

Online Branding & Tools of Web

2.0 Marketing


2/30

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.


3/30

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".


4/30

Online Branding


5/30

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.


6/30

9 ,risis

•

?i! 6tengel4 @lobal Marketing Officer4 )rocter &@a!ble

•


7/30

• 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


8/30

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


9/30

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.


10/30

Branding in the 2st ,entur"

• What !akes a !ediu! or eniron!ent

i!!ersie

Persistent

Interactive

Socially networked

Experiential

Emotional

ffective


11/30

What is this

Immersion via m!ient "ommunication#Gestials

)ub talk

6treet stunts

Online chat roo!sJga!esJ6ocial $et1ork 6ites


12/30

Advergaming: turning “brick” brandsdigital


13/30

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.


14/30

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/


15/30

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


16/30

%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.


17/30

@IOA) WOI*/ discuss


18/30

discuss

Identify your favorite immersive branded site

Analy$e what makes it a powerful brand driver

%resent three key learning points of youranalysis


19/30

But brands are not Lust online=


20/30

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


21/30

-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.


22/30

turning a digital brand (h"sical


23/30

%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.


24/30

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(


25/30

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.


26/30

;ets look at 6o!e Tools


27/30

We focus on/

• iral !arketing

• Online Goru!s4 Wikis

• Blogs +incl. 9udio4 ideo


28/30

%s there a 6i!(le Gor!ula to

6uccess

• $o=


29/30

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/


30/30

;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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