The Internet, a huge and growing market

Reference: Ryan, D. & Jones, C. (2009) Understanding Digital Marketing. 1st edition, London: Kogan Page Limited

Comparison of two Viral Marketing videos

Dove Evolution - Real Beauty
This first viral video has been very effective in gaining publicity and brand awareness for dove. The video focuses on regular women, and how drastically the artificial modelling world can change someone’s look through unnatural makeovers and editing software. Dove's message is to promote natural beauty, which can be achieved through their simple but effective products:

http://www.youtube.com/watch?v=iYhCn0jf46U


Japp- Chocolate bar
This second viral advertisement is a good example of an unsuccessful marketing campaign, as the advert was eventually banned. Porche may have intervened and protected the image of their luxury cars being pushed off a cliff. Some consumers would perhaps perceive this chocolate bar to make them do unnatural thing! The link to see this video is: http://www.youtube.com/watch?v=e89HBOdrNyc&feature=related

Word of Mouth – iPad Review Ratings

The Guardian reviews Apples product, the iPad, by interviewing various well known and respected celebrities who all have different purposes and uses for the tablet. This creates relevance to the consumer, as they will be able to relate to one of the uses drawn upon. Perspectives from artistic, broadcasting, presenting, gadget specialist and journalist backgrounds are used to review the product and how the product can be used in all of these fields. Consumers would perhaps listen and take on board these individual opinions as they too are everyday end users; communicating the truth about the product. The review successfully draws upon the lifestyle and use of the product for the consumer to relate to, making the review even more trustworthy and valuable.

The review can be seen at:

http://www.guardian.co.uk/technology/2010/may/25/me-and-my-ipad

Analysis of an email marketing message: ASOS!

A marketing email which I tend to open comes from the clothing company ASOS. The reason behind opening the email and not putting it straight in the trash can is that ASOS’s promotional emails usually contain great offers. I am regularly browsing for products on ASOS, and notifications of sales or price reductions are valuable when retaining loyal customers.

One of the main purposes of this email in particular is to inform loyal customers of new stocks available to purchase. The title of the email is bound to attract potential consumers by stating ‘Get the new season first’.

The email contains a promotional image on the ride hand side which has a direct link to the main website which then displays all the company’s offers and sale items. The template of the email itself almost reflects ASOS’s homepage. Along the top of the email links for specific clothing items are available to click on, examples being jeans, shoes and jackets. In terms of customisation and personalisation, the email offers male promotions and male clothing options.

Overall the marketing email is simple and tries to promote a sense of urgency for the consumer; to buy clothing on offer with free delivery. It’s aimed to target and retain existing customers, a sense of importance and value is created by promotional offers and products available to a specific segment of the market.

A short review of Steve Lomax's 'Driving Business Online' presentation.

Steve Lomax provided a fantastic insight into current email marketing and how organisations are improving the email marketing process by focusing upon consumer personalisation and segmentation. Steve drew upon current online marketing strategies used by Boden and HMV and how their use of customisation and sophisticated email marketing has improved their sales and revenue. This blog entry will focus on the role of personalised email and discuss relevant examples mentioned by Steve.

Personalised and customised emails have the ability to target different consumers in different markets. Companies are increasingly adopting sophisticated email marketing strategies to create stronger brand awareness and too increase sales and revenue. In many cases including Boden's, a strong return on email marketing investment has been made. 

Boden adopted a number of techniques to ensure the right products and advertisements were being directed to the right consumers: 

• Boden moved away from the 'one size fits all' strategy, and targeted different segments of the market with different offers and products
• To segment the market, consumer website behaviour, click rates and previous purchases were taken into consideration
• Email content and images used are customised to certain consumers

Boden understood the importance of product reviews and ratings. Steve Lomax suggested that a strangers feedback on a product is more trustworthy compared to a company marketing message. To secure sales, Boden applied various techniques:

• Product review forms were emailed to customers who had recently purchased a Boden product and publicised the feedback online
• 43,000 reviews were collected to improve consumer buying decisions  

HMV successfully adapted sophisticated email by implementing marketing tools into their order confirmation emails to increase brand awareness.

• Emails included cross sale messages and product advertisements to attract consumers 
• Basket updates and out of stock messages also contained cross sale messages
• Over 100% of these emails are opened by consumers

These are fantastic examples of companies using personalised and sophisticated email to target the right consumers.

The online lecture can be seen at http://www.seminarstreams.com/seminars/seminar-player.aspx?sid=IKFm9Ag7PLI%3d

Daniel et al article, 2003: 'Towards a map of marketing information systems: an inductive study'

Various strengths and weaknesses of Daniel's marketing map have been discussed in todays seminar.

Strengths:

• It is a well thought, logical and thorough process which can easily adapt to change
• It covers all key aspects and areas to ensure a successful marketing plan
• Interviews were held with employees in various business areas, including management as well as sales staff

Weaknesses:

• The process has the potential to create issues and to be time consuming
• Requires a solid and clear understanding to complete and successfully apply