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BA 390 Week 8

by: Samantha Tucker

BA 390 Week 8 BA 390

Samantha Tucker
GPA 3.65

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Notes covering week 8 lecture material
Class Notes
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This 7 page Class Notes was uploaded by Samantha Tucker on Sunday March 6, 2016. The Class Notes belongs to BA 390 at Oregon State University taught by Toombs in Winter 2016. Since its upload, it has received 21 views. For similar materials see Marketing in Business at Oregon State University.

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Date Created: 03/06/16
BA 390 Week 8 Session 1 Chapter 17: Direct, Online, Social Media, and Mobile Marketing  Facebook o Deep impact and influence on the lives of millions of users o Can become one of the world’s most powerful and profitable online marketers o Realized it must make its own marketing and moneymaking moves Direct and Digital marketing  Engaging directly with targeting individual consumers and customer communities to: o Obtain an immediate response (Speed) o Build lasting customer relationships (content)  Build customer engagement, brand community, and sales New Direct-Marketing Model  Used as a supplementary channel or medium  Constitutes a complete model for doing business today Rapid growth of direct and digital marketing  Fastest-growing form of marketing  Direct marketing becoming more internet-based  Claims a surging share of marketing spending and sales o Online display and search advertising, video, social media, mobile, email Benefits of direct and digital marketing to buyers  Buyers o Convenient, easy, and private o Easy buyer-seller interaction o Quick access to products and relevant information o Brand engagement and community  Sellers o Low-cost, efficient, and speedy o Build close, personalized, interactive, one-to-one customer relationships o Offer greater flexibility Marketing, the Internet, and Digital Age  Digital and social media marketing: using digital marketing tools to engage consumers anywhere, anytime via their digital devices  Changed customers’ notions of: o Convenience, speed, price, product information, service, and brand interactions  Multichannel marketing: using both tradition and digital marketing channels Buying things on the internet  Search terms  Commerce/information  Types of products Online Marketing  Marketing via the Internet using company websites, online ads and promotions, email, online video, and blogs  Marketing websites: interact with consumers to move them closer to a direct purchase or other marketing outcome  Branded community websites: present brand content that engages consumers and creates customer community around a brand. Online advertising and email marketing  Online advertising: appears while consumers are browsing online  Email marketing: sending highly targeted, highly personalized, relationship-building marketing messages via email o Spam: unsolicited, unwanted commercial email messages Online videos  Can engage millions of consumers  Viral marketing: videos, ads, and other marketing content that customers seek out or pass along to friends o Ex: Charlie Bit my Finger Blogs and other online forums  Online journals of narrowly defines topics where people and companies post their thoughts and other content o Benefit –offers a fresh, original, personal, and inexpensive way to enter into consumer online conversations o Limitation—consumer-controlled medium Social Media marketing  Social media: independent and commercial online communities where people congregate, socialize, and exchange views and information  Marketers engage in social media by o Using the existing ones o Setting up their own  Advantages o Targeted and personal o Interactive o Immediate and timely o Cost effective o Engagement and social sharing capabilities  Challenges o Still being experimented o Difficult to measure results o Largely user controlled Integrated Social media marketing  Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics  Firms that use social media effectively create brand-related social sharing, engagement, and customer community. Mobile marketing  Promotional content delivered to consumers through their mobile devices  Engage customers anywhere, anytime during the buying and relationship-building processes Direct mail marketing  Sending an offer, announcement, reminder, or other item directly to a person at a particular address o Tangible and creates emotional connection with customers o Effective component of a broader integrated marketing campaign o Direct and personalized o Sent to consumers who want to receive it Catalog marketing  Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online o Eliminates printing and mailing costs o No space constraints o Broader assortment of presentation formats o Real-time merchandising capabilities Telemarketing and direct-response television (DRTV) marketing  Telemarketing: selling directly to customers using the telephone o Outbound and inbound telephone marketing o Rise of do-not-call legislation resulted in opt-in calling systems  Direct-response television (DRTV) marketing o Direct-response televisions advertising o Interactive TV (iTV) advertising Kiosk Marketing  Product of service information and ordering machines placed by companies o Advancements:  Wireless-enabled  Face recognition Public Policy issues in direct and digital marketing  Irritation, unfairness, deception, and fraud: Cheating o Irritation: loud, long, and insistent TV commercials, junk mail and spam o Unfairness: taking unfair advantage of impulsive buyers o Deception and fraud  Investment scams or phony collections for charity  Internet fraud  Phishing  Online and digital security  Access by vulnerable or unauthorized groups  Consumer privacy o Fear of invasion or privacy o Ready availability of information leaves consumers open to abuse o Personal information used to cost money  Need of action: regulation o Government actions  Do not call, do not mail, do not track lists  Can Spam legislation  Congressional legislation—give more control to consumers over use of online information  Federal trade commission (FTC)—policing online privacy o Marketers’ actions  Self-regulatory principles  Advertising option icon  Privacy rights of children o Companies’ actions  Own security measures  Industry-wide measures BA 390 Week 8 Session 2 The Chicken Hat How the internet has broken down barriers of entry Historic economic barriers to entry  Capital  Geographic (ex: Wells Fargo Wagon)  Legal  Labor (skilled)  Patent  Trademarks The point? Had to go to Walmart, Fred Meyer, costumer store and Fred Meyer  NO CHICKEN HATS  Check the internet = tons of different options Results of Lowering the barrier of entry  More Products  Better choice  Better prices Fundamentals of Brand Building What is a brand: a singular idea or concept that you own inside the mind of the prospect. A brand is the differentiator of a product or service from similar offerings. “Market share is not based on merit, but on the power of the brand in the mind.” (Al Ries)  It involves leveraging on the functional and emotional attributes of a brand in other to build brand equity. So why the hype?  Value association  Pride  Differentiated from competition  Command premium price  Sell more (Substantiate market price)  Attract and retain stronger employees  Higher consumer followership  Ex: BMW which has the tag line “the ultimate driving machine” as this is one thing everyone experiences A brand is not:  A trade mark: these are legal properties  A mission statement: this is a reminder  A logo or a slogan: these are your signatures  A product or a service: these are just the tangibles  Advertising: they deliver your messages A brand is:  Point of view: branding is a strategic point of view, not a select set of marketing activities  Customer value: branding is central to creating customer value, not just sound bites and images  Competitive advantage: branding is a key tool for creating and sustaining competitive advantage  Engineered: brand strategies must be “engineered” into the strategic planning process  Meaning: brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.  Logic and emotion: branding is part science and part art Types of brands  Product brand: giving each product in a portfolio its own unique brand name. o This contrasts with corporate branding in which the products in a product line are given a single overarching brand name. The advantage of individual branding is that each product has an image and identity that is unique. This facilitates the position of each product, by allowing a firm to position its brands differently.  Service brand: involves delivering service which involves personal contact. o Ex: hotels, banks, travel agents, advertising agencies  E-brand: these are brands that are online based. The internet is a medium that presents new challenges for bran owners o Ex:  Cause Brand: Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils.  Nation brand: new ways of thinking lead to countries being positioned as tourist destinations, enhancing status of goods and services produced, and aiding under-developed countries  Government brand: Governments and political parties often have strong brands as they are centered on passionately held core values, branding is important in both securing votes and in international diplomacy  Global brand: uses single corporate brand name. These brands think global but act local to have relevance  Corporate brand: the practice of using a company’s name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. Dangote, for example, the word “Dangote” is included on all products. Brand building process 1. Brand Assessment: internal and external assessment a. Consumer insight to determine the building blocks by the brand b. Identify points of differentiation 2. Brand promise: Crafting the brand essence, brand story and brand promise drawing on insight from the brand assessment 3. Brand blueprint a. Creating visual representations (look and feel of the brand) b. Creating the physical and visual expressions, logo, colors, by-line (i.e., the brand identities) 4. Brand culturalization a. Internal immersion b. Creating a corporate culture around the brand by aligning all members of staff with the brand vision and essence 5. Brand Advantage a. Leveraging the brand b. Creating communication strategies and channels to engage the brand’s audience and build and maintain and grow affinity, salience and brand equity


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