Marketing and Branding

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Marketing and Branding

Online and Offline Options

What is Your Brand Positioning


Answer these questions about your product or
service:

1.
What is it?

a.
What are the key attributes/features/specifications?

b.
What are the benefits of using/having it?

2.
What it does?

a.
Explain the end benefit to the customers

3.
What it means?

a.
What is the emotional end benefit to customers

4.
Who it is?

a.
What is the personality of the product or service?

b.
Who would be the spokesperson?



Brand Identity Questions


What do you stand for?


What does the company stand for?


What is the reason why you are in business?


If money is no problem, what is the reason for
doing the business?

1
st

Thing Needed For Marketing


Develop a customer database


The customer database is the backbone of your
relationship with the customer.


Think
about it as your brain. It is where you store
your knowledge about the customer, use it to sell
and service him and anticipate his needs.


The
more you collect in the customer database,
the better you can fit your solution to his needs
and the higher the likelihood of doing business
with the customer.


Create Experiences for the Customer
and pay attention to their actions


The
more information you collect about your
customer (e.g., birthdays) the more personalized
your experience.


The
more personalization you can factor into the
experience, the more loyal your customer will
become.


Repeat business, purchasing ancillary services,
recommendations to others, willingness to pay
premium price and frequency of purchasing are
the indicators of customer retention.


These
factors can be easily quantified and
measured by the dollar value of each action.



Integrated Marketing Communications
(IMC)


A
planning process designed to assure that all
brand

contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time

Off Line Marketing


Offline marketing channels are
traditional:



print (newspaper, magazine
)



mail
order



public
relations



industry
relations,


Billboard



radio


television.


Word
-
of
-
mouth

On
-
Line Marketing


Online marketing channels
include e
-
marketing
campaigns or
programs:



Email


Social Media


FaceBook



Twitter


YouTube


Search Engine Optimization
(SEO
)



Pay
-
Per
-
Click



Affiliate


Banner display


W
ebinar,


B
log,


RSS



Podcast


Internet TV


Mobile campaign


White papers


Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

9

Online Marketing


Conducting online marketing:


Creating a Web site.


Placing ads and promotions online.


Creating or participating in online social networks.


Using e
-
mail.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

10

Online Marketing


Corporate Web sites:


Designed to build
customer goodwill,
collect customer
feedback, and
supplement other
sales channels, rather
than to sell the
company’s products
directly.


Marketing Web sites:


A Web site that

engages consumers in
interactions that
move them closer to
a direct purchase or
other marketing
outcome.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

11

Online Marketing


Online marketers should pay careful attention to the
seven Cs of effective Web site design:


Context.


Content.


Community.


Customization.


Communication.


Connection.


Commerce.


Constant change helps encourage repeat visits.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

12

Online Marketing


Placing ads and promotions online:


Online advertising has become a major medium.


Forms of online advertising:


Banner ads.


Interstitials.


Pop
-
up or pop
-
under ads.


Rich media ads.


Search
-
related ads (contextual advertising).


Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

13

Online Marketing


Placing ads and promotions online:


Other forms of online promotion:


Content sponsorships (sponsoring special content).


Alliances and affiliate programs (work with firms to
promote each other).


Viral marketing (Internet version of word
-
of
-
mouth).


Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

14

Online Marketing


Creating or participating in online social
networks:


Also called web communities.


E.g.,
FaceBook
, MySpace,
Facebook
, Twitter, Blogs,
YouTube.


Marketers can participate in existing online
communities or set
-
up their own.


More focused niche social networks are emerging
which can be used to target special interest
groups.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

15

Online Marketing


Using e
-
mail:


79% of all direct marketing campaigns employ e
-
mail.


Enriched e
-
mail messages can grab attention.


Spam accounts for 90% of all e
-
mail sent.


Permission
-
based e
-
mail marketing is key.


E
-
mail can produce an ROI 40
-
50% higher than
other forms of direct marketing.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

16

Public Policy and Ethical Issues in Direct
Marketing


Irritation, unfairness, deception, and fraud:


Direct marketing excesses may offend consumers.


Direct marketing has been accused of taking unfair
advantage of impulsive or less sophisticated
buyers.


Internet fraud and phishing are growing concerns.


Internet shoppers have online security concerns.


Marketers often find it difficult to restrict access
by vulnerable or unauthorized groups.

Copyright 2011, Pearson
Education Inc. Publishing as
Prentice
-
Hall


14
-

17

Public Policy and Ethical Issues in Direct
Marketing


Invasion of privacy:


Database marketing allows customers to receive
offers closely matched to their interests.


Critics worry whether marketers know TOO much
about consumers.


Online privacy (particularly for children) is of
particular concern.


If marketers don’t prevent privacy abuse,
legislators may step in.