Week 3 Online Branding & Tools of Web 2.0 Marketing.

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    18-Dec-2015

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  • Slide 1
  • Week 3 Online Branding & Tools of Web 2.0 Marketing
  • Slide 2
  • Discuss You have been assembled to analyze and assess the NikeiD incident. In 15 minutes you are to report back to Phil Knight (CEO) about: What was the reason for the NikeiD disaster? What are the implications of the NikeiD incident for Nikes online marketing strategy (name two)? Based on your analysis provide two recommendations for improving Nikes online marketing strategy.
  • Slide 3
  • Online Branding
  • Slide 4
  • A key marketing challenge in todays multi- channel, multi-device world is the integration of digital marketing opportunities into the traditional marketing mix. Leveraging the capabilities of the Internets network connectivity and interactivity to drive revenue is of paramount importance to today's marketer.
  • Slide 5
  • A Crisis? Todays marketing world is brokenWe are still too dependent on marketing tactics that are not in touch with todays consumer Jim Stengel, Global Marketing Officer, Procter &Gamble Used to be, TV was the answer. The only problem was it stopped working sometime around 1987. President GM North America Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are. Gary Loveman, CEO, Harrahs
  • Slide 6
  • Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. Stephen F. Quinn, Senior vice president for marketing, Wal-Mart. Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape. Russ Klein, President for global marketing, innovation and strategy, Burger King
  • Slide 7
  • MKTG 101: Brands What is a brand? Do we need brands? Who creates brands? How do you create a brand? How do you value a brand?
  • Slide 8
  • brand immersion Branding in the 21 st Century brand immersion What is brand immersion?
  • Slide 9
  • Branding in the 21 st Century What makes a medium or environment immersive? Persistent Interactive Socially networked Experiential Emotional Affective Tell me about a time that you felt immersed in a brand.
  • Slide 10
  • What is this? Immersion via Ambient Communication: Festivals Pub talk Street stunts Online chat rooms/games/Social Network Sites
  • Slide 11
  • Advergaming: turning brick brands digital
  • Slide 12
  • Why advergaming? Advergames blur the distinction between entertainment and advertising. Benefit? Web audiences can be drawn in long enough for marketers to deliver their messages. More improtantly, message appears un-pushed Advergaming used in conjunction with a competition for prizes and product promotions stimulates a whole new realm of peer-to-peer marketing. Benefit? A viral explosion occurs as users share the game competition with friends and ultimately bring others into contact with your brand.
  • Slide 13
  • What we know of the Game- Marketing Link: Games generate high degree of attention Games generate comparatively long attention span Games generate positive emotions which the player associates with the product / brand If additional information about the product / brand is offered, it will be received favorably=> credible source! Games decrease the propensity for critical thinking during game-play: the player will not work up counter-arguments against marketing propositions However: Marketing propositions will be remembered longer and in greater detail if accompanied by hard data.
  • Slide 14
  • open questions Games as a vehicle for expression Relationship with joys of interaction, immersion and gameplay BUT do we forget the product? Neopets? Vodafone? Gameplay advertising (tradeoff?) Is it possible for the message to get through?
  • Slide 15
  • GROUP WORK: discuss
  • Slide 16
  • discuss Identify your favorite immersive branded site Analyze what makes it a powerful brand driver Present three key learning points of your analysis
  • Slide 17
  • But brands are not just online
  • Slide 18
  • Millers Man Laws A ridiculous invention but one that obeys the branding law of the 21 st century.
  • Slide 19
  • Extend Marketing Space Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons" A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize.
  • Slide 20
  • turning a digital brand physical
  • Slide 21
  • In the 21 st century, this is what your job is all about: Find ways to make your brand more experiential and hence more memorable! careful spatial planning live, real-time, event-based nature of the brand interaction Shift consumers perception and practice of what constitutes a marketing space. Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands. as theorists of the experience economy put it: the more effectively an experience engages the senses, the more memorable it will be (Pine and Gilmore, 1999: 59).