09.12.2011

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Assist. Prof. Dr. Ozge Ozgen

2011 - December

Relationships are becoming more customer-centric

Shifting power from companies to

consumers

Media options are proliferating and

giving consumers more choice to

spend their time

Competitive communication

environment

Forces companies to differentiate

themselves

Classification of Marketing Communication Tools

Newspapers

Brochures

TV/Radio

Telemarketing

Face to face selling

Direct mail

POP displays

Banner ads

Search engines

Websites

E-mail marketing

Dynamic ads

Interactive social media applications

MASS PERSONAL

OFFLINE

ONLINE

All marketing communication tools should be

directed to particular target market

clearly positioned

created to achieve a specific objective

undertaken to accomplish the objective within budget

constraints

in harmony

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Total Online Ad Spend Europe vs. USA

In 2009 the UK is the largest online advertising market in Europe, with a spend of just over €4 billion. Germany and France are the only other markets with spend of over a billion

At a country level the average growth rate was just 6%. Only four countries recorded double digit growth, with Greece being the most impressive at 49%, followed by Austria (14%), Poland(13%) and Turkey (12%).

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Turkey: Online Advertising Advantages of Advertising on the Internet Target Market Selectivity

Tracking

Flexibility and Interactivity

Click-through

Cost

Integration

Display/Banner Ads Different Sizes of Display/Banner Ads Small and static ads placed in frequently

visited Web sites

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Display/Banner Ads

Banner ads enhancing brand awareness

Banner ads on the internet are ubiquitous Clickthrough rates (CTRs) to banner ads are very low (Average 0.3

%)

CTRs for B2B banners > CTRs for B2C banners

Well-known brands get more CTRs than unknown brands CTRs decrease with multiple exposures to banner ads for familiar

brands

CTRs increase with multiple exposures to banner ads for familiar brands

Map Ad

Map Ad Example: GustaMap A new frontier for Google Maps: Mapping the indoors

“Where am I?” and “What’s around me?”

When you’re inside an airport, shopping mall or retail store...

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Rich Media Ads: Pop-Ups, Interstitials and Video Ads Dynamic movements to gain viewers’ attention

More eye-catching and memorable than standard banner ads

BUT creating annoyance among internet users

Rich Media Ads: Pop-Ups, Interstitials and Video Ads

E-mail Advertising Using e-mails to send commercial messages...

Many forms from pure-text documents to attractive designs

Reminder role...

SPAM or not??? Feeling as violated

210 billion emails are sent daily in US

80 % of all emails are spam

Geographical origins of spam A 2009 Cisco Systems report lists the origin of spam by country as follows: (trillions of spam messages per year) Brazil: 7.7; USA: 6.6; India: 3.6; South Korea: 3.1; Turkey: 2.6; Vietnam: 2.5; China: 2.4; Poland: 2.4; Russia: 2.3; Argentina: 1.5.

E-mail Advertising Opt-In E-mailing

is the practice of marketers asking for and receiving consumers’ permission to send them messages on particular topic

Asking interests of customers and sending e-mails through this information

E-mail Magazines

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Search Engine Advertising Achieving the effectiveness “through a chance encounter

with a ready consumer”

Increasing the chances of encountering ready consumers

Content targeted advertising Google adwords examples

Identifying the right keywords

SMS, MMS...

Smart Phones and Applications

QR Codes

Mobile Phone Market

“Five billion phones means there

are more than three times as many

phones as personal computers”

Number of Mobile Phones

World - 5 billion

China - 951 million

India - 873 million

US - 327.5 million

Brazil - 231.6 million

Turkey - 66 million 5 % of them has smart phone

24% of them has a phone with 3G

QR CODE Starbucks QR code and training the customers

about coffee types

John Fluevog (shoe designer and

producer) has a collection 'Ask

Clogs‘

In this collection shoes have QR code and customers have a choice to watch story of shoes from manufacturer to store

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Web Sites Design of the Web Site

7 Cs... Content, Context, Communication, Community, Commerce, Connect, Customization Context : A website's layout and overall visual design

Commerce : Process of commercial transactions,

Connection : Any links that lead the customer to Web site

Communication : How the company talks to its customers?

Content : The text, graphics, sound, music, and/or videos that are presented.

Community : The website may allow interaction between customers.

Customization : Companies can allow customers to personalize aspects of the website

Web Sites: Hurriyet-Online Autoshow

Web Sites: My Starbucks Idea

Genereting idea for the purpose of business development. generating brand

awareness and customer engagement

Some ideas

Free coffee for Gold Card members on their birthday

Starbucks VIP card

Buy coffee beans, get a free cup of coffee

Online Events A Virtual Event is a gathering of people sharing a common

virtual environment on the web, rather than meeting in a physical location. Virtual Job Fair

Trade Shows

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consumer-generated media

Blogs, membership sites, photo sites, micro blogs

Facebook, Youtube, Myspace, Yammer, LinkedIn, Flickr

Blogs everyman’s way of communicating with others and

establishing digital communities wherein individuals can exchange their views on issues of personal relevance

Company Blogs: Southwest Airlines The company blogs about itself and the airline industry

with a personal touch and has been producing a series of fun...

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Microblogging: Twitter Sending short updates to each other, max. 140 characters

More advantageous than SMS because less costly

Receiving immediate feedback

Two way communication tool

Connecting with Customers on Twitter Providing valuable information and benefits

Special offers

Discounts

Events

New product offerings

The dedicated customers They want to contribute

Giving sneak peek before a major release and asking what they think

Feeling exclusive

Having feedback from customers

If your product is ready twitter can be successful, don’t trust just social media!!!

Connecting with Customers on Twitter Find influencers... Who are the opinion leaders, who are

the followers? Interacting with them

Tracking the key words: www.monitter.com

Leveraging Twitter for Team Communication Following the employees

Make people feel closer to each other Learning personal life...

Non business tweets can have strong business effects

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Facebook Statistics More than 800 million active users

More than 50% of our active users log on to Facebook in any given day

Average user has 130 friends

On average, more than 250 million photos are uploaded per day

More than 70 languages available on the site

Approximately 80% of users are outside of the United States

More than 350 million active users currently access Facebook through their mobile devices

Facebook Statistics for Turkey

29.663.140 active users (July, 2011)

In last 15 months it increased 50%

On average, 2.7 billion sharing a month

36% of users are female

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Skittle vs David Phoenix It involved a character ‘David Phoenix’ who did battle with

the fans of the Skittles page by claiming he could beat them in a challenge which saw him gradually buried by Skittles.

The user interaction on this campaign was enviable – fans got to add more skittles into the pot simply by clicking, then via a livestream you could see your skittles getting poured on top of the challenger.

Facebook: Holiday Oriented Applications

Everybody needs a Ken...

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FACEBOOK: Tagging IKEA: Facebook Showroom Campaign

A Facebook campaign for a new Ikea store in Malmo, Sweden Users were drawn to the new Facebook profile page of the store

manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs!

http://www.digitalbuzzblog.com/ikea-facebook-showroom-campaign-strategy/