Description
The ppt includes topics of buzz marketing in detail including viral and blog marketing.
Connected Marketingthe viral buzz and word of mouth revolution
Why Connected Marketing?
?
Increase in TV adv cost in the past decade – 256%
No. of adv messages people are exposed to everyday: 3000
?
?
UK Survey- 76% cite word of mouth as the main influence on purchasing decisions, compared to traditional advertising at 15%
Word of Mouth – free and influential
?
Seeding trials
?
?
?
?
Targeted sampling initiatives with opinion leaders in the name of research The Hawthrone Effect —transforming opinion leaders into loyal WoM advocates ?Get it first‘ sampling, ?Inside Scoops‘, VIP votes Google Gmail- invited a few to use, judge and suggest creating powerful opinion leaders
Levels of Contact
High
Direct Contact
People exposed - increasing
Quality of Contact
Intermediate
Word of Mouth
Base
Press Coverage and Public Relations
Live Buzz Marketing
A Marketing Technique that makes use of an actual event or performance to create an echo
Secret Live Buzz marketing
?
?
?
?
?
Consumer never knows he or she has been focus of a marketing exercise Use of product ambassadors to lit the fire Live Case: ? Client- premium ice-cream brand Carte d‘or ? Environment: Ice cream freezers in multiple grocers around southern England ? Target Consumer: Bridget Jones types females ? Brief: Raise awareness of different flavours and draw attention to price reduction on offer Advantages – ? Perfect brand ambassador ? Interactive and personalized Where to Use: ? Precise target individuals
Disclosed Live Buzz Marketing
? ? ?
Consumer not initially aware, but becomes so during the course of interaction Real life scenario- w/o running the risk of appearing to dupe Live Case:
? ? ? ?
Client: Transport for London Environment: Cinemas across London Target Audience: Bike and Car drivers Brief: heighten public awareness on road safety Surprise element: Too big, too bold and too arresting to be ignored High Recall Value Entertainer: significant press interest
?
Advantages
? ? ?
Overt Live Buzz Marketing
? ? ?
Target Audience never in doubt that they are being marketed to Highly theatrical Live Case
?
?
?
Client: London Safety Camera Partnership Environment: Shopping Malls Around London Target Audience:16- to 24 year olds Unashamed objective to educate and entertain People appreciate the effort to add value to their daily lives Innovative approach break through the clutter Extremely high quality contact and word of mouth
?
Advantages:
?
?
? ?
Creating Brand Advocates
?
?
?
?
Brand advocacy through Brand fans who are given their own personal branded contact cards (Icecards) Ordered online, generate aquality CRM Particularly popular with 20-30 age group E.g. L‘oreal, Adidad, O‘Neill
(( (
Brand advocates
))
)
Brand adorers
Brand Adopters
Viral Marketing
? ?
What is Viral Marketing ? ? Exponential growth and pass-on of a marketing message in the digital domain. Why? ? “The most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer.” ? Low cost-In 1965, one could reach 80% of mainstream target audience with three TV ad spots. By 2002, it required 117 spots. ? Provides accountability when tracked, thereby measuring and providing ROI. ? No cut off point. ? Accelerate and amplify natural buzz and WoM for products that have a wow factor ? Can be used if you brand, product service has no compelling ?wow‘ factor
Purpose and Planning
?
Purpose
? ?
Reach widest possible no. of people (maintaining CPMCost per thousand views) Deliver tangible, ongoing benefits. Creative Material: producing the viral agent Distributing the viral agent: where, how and who Tracking – Measuring the results of the campaign
?
Three core components? ?
?
Create Conversations
Buzz Monitoring
? ? ?
Business Intelligence – Interpretation – Connected Marketing strategies ?To use historical data collected over a period of time to predict trends? – actionable analysis Action plan
?
? ?
?
? ?
Scope analysis – Web universe relevant to the industry, consumer, product Assesses brand awareness – Who, where and what Effectiveness of marketing campaigns – what resonates and what alienates Generates competitor data – their strengths and consumer connect Taps damaging information circulated Follow/ Predict the Trends
From where, to where
?
Know what you want, Know where to look
? ?
Stories published on legitimate news sites Consumer attitudes and opinions on message boards, blogs, chatrooms Burger King case study Benefit the bottomline
? ?
Blog Marketing
‘BLOGVERTORIALS’
Encouraging third party bloggers to post comments or reviews
‘BUSINESS BLOGS’
Running branded or corporate blogs to promote or brand a company
‘FAUX BLOGS’
Controversial practice setting up false/fake customer, client or customer blogs
Objective Achieved
Objective
Generate Interest
Blogvertorials
Y
Business Blogs Faux Blogs
Y Y
Drive Action/ Sales Create Goodwill Establish Expertise Customer Dialogue
Y
N
Y
Y
Y
N
N
N
Y
Y
N
N
Advantages of Blog Marketing
? ? ?
?
?
Viral potential – one to another Measurable – Digitized word of mouth Human face to marketing; e.g. technical evangelist for Microsoft and GM Provides credibility into the mix – opinion leading third party blog, informal style Marketing Dialogue replaces monologue – leave comments and post feedback
Word of Mouth – How it Works?
Units of Analysis Main focus of study
Antecedents to word of mouth (causes) Receiver of Communication Q) Why do people listen? Related Variables: external information search, product category(perceived risk), type of relationship with source Consequences of word of mouth (effects) Q) The power of Word of Mouth- Related Vairables: key communication effectivness variables (awareness, attitude change, behavioural intention, purchase behaviour) Q) What happens to communicator after WoM event? Rel Variables: cognitive dissonance, egoenhancement
Communicator
Q) What makes people talk? Related Variables: opinion leadership, satisfaction/dissatisfaction, market mavens, innovators, purchase pals, surrogate consumers
Why it Works?
?
Favourable pre-disposition
„Primary Group? Effect- family and friends Normative Influence – conformity to influencers and group norms
? ?
?
?
Attribution theory- people tend to fig out cause, unbiased comm gets poisitive WoM Accessibility Diagnostic Theory – ?vividness of information‘
Implications for Marketers
?
Monitoring is the first priority – more urgent to monitor negative WoM
? ?
Make complaining easy and consumers shall let off Make the impression that company is willing and able to set things right
?
? ? ? ?
Risk assesment- Pay more attn to WoM for high involvement brands (higher priced, more complex, more personally relevant) Service marketing – high influence of WoM For brand awareness – weak ties will do; For Attitude change – rely on messengers Start with opinion leaders – profile based on category- and market situation-situation-specific. Include the ‘Surprise Element’
Understand the difference
Approach Word of Mouth Buzz marketing Viral marketing Influencer marketing Evangelist marketing Street marketing Stealth/Undercover marketing What‘s different about it? Umbrella term for marketing practices which aim to make consumers talk about a brand Using a special ?hook‘, event or promotion to get consumers and the media talking about a campaign Creating branded internet materials or websites that consumers sharing with their friends, usualy by email Identifying and involving the most influential consumers in a target to turn them into brand advocates. Involving your most loyal customers to turn them into brand advocates Reaching and interacting with consumers directly in the places they frequent Marketing below the threshold of awareness
Choose according to Objective
Drive brand awareness – weak endorsement Viral Marketing Buzz Marketing Push sales – strong endorsement Influencer marketing, evangelist marketing
Message Spreads from consumer to consumer (WoM marketing related)
Personal Brand Contact with each individual (non WoM related)
Street marketing
Undercover/stealth marketing
doc_163281171.ppt
The ppt includes topics of buzz marketing in detail including viral and blog marketing.
Connected Marketingthe viral buzz and word of mouth revolution
Why Connected Marketing?
?
Increase in TV adv cost in the past decade – 256%
No. of adv messages people are exposed to everyday: 3000
?
?
UK Survey- 76% cite word of mouth as the main influence on purchasing decisions, compared to traditional advertising at 15%
Word of Mouth – free and influential
?
Seeding trials
?
?
?
?
Targeted sampling initiatives with opinion leaders in the name of research The Hawthrone Effect —transforming opinion leaders into loyal WoM advocates ?Get it first‘ sampling, ?Inside Scoops‘, VIP votes Google Gmail- invited a few to use, judge and suggest creating powerful opinion leaders
Levels of Contact
High
Direct Contact
People exposed - increasing
Quality of Contact
Intermediate
Word of Mouth
Base
Press Coverage and Public Relations
Live Buzz Marketing
A Marketing Technique that makes use of an actual event or performance to create an echo
Secret Live Buzz marketing
?
?
?
?
?
Consumer never knows he or she has been focus of a marketing exercise Use of product ambassadors to lit the fire Live Case: ? Client- premium ice-cream brand Carte d‘or ? Environment: Ice cream freezers in multiple grocers around southern England ? Target Consumer: Bridget Jones types females ? Brief: Raise awareness of different flavours and draw attention to price reduction on offer Advantages – ? Perfect brand ambassador ? Interactive and personalized Where to Use: ? Precise target individuals
Disclosed Live Buzz Marketing
? ? ?
Consumer not initially aware, but becomes so during the course of interaction Real life scenario- w/o running the risk of appearing to dupe Live Case:
? ? ? ?
Client: Transport for London Environment: Cinemas across London Target Audience: Bike and Car drivers Brief: heighten public awareness on road safety Surprise element: Too big, too bold and too arresting to be ignored High Recall Value Entertainer: significant press interest
?
Advantages
? ? ?
Overt Live Buzz Marketing
? ? ?
Target Audience never in doubt that they are being marketed to Highly theatrical Live Case
?
?
?
Client: London Safety Camera Partnership Environment: Shopping Malls Around London Target Audience:16- to 24 year olds Unashamed objective to educate and entertain People appreciate the effort to add value to their daily lives Innovative approach break through the clutter Extremely high quality contact and word of mouth
?
Advantages:
?
?
? ?
Creating Brand Advocates
?
?
?
?
Brand advocacy through Brand fans who are given their own personal branded contact cards (Icecards) Ordered online, generate aquality CRM Particularly popular with 20-30 age group E.g. L‘oreal, Adidad, O‘Neill
(( (
Brand advocates
))
)
Brand adorers
Brand Adopters
Viral Marketing
? ?
What is Viral Marketing ? ? Exponential growth and pass-on of a marketing message in the digital domain. Why? ? “The most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer.” ? Low cost-In 1965, one could reach 80% of mainstream target audience with three TV ad spots. By 2002, it required 117 spots. ? Provides accountability when tracked, thereby measuring and providing ROI. ? No cut off point. ? Accelerate and amplify natural buzz and WoM for products that have a wow factor ? Can be used if you brand, product service has no compelling ?wow‘ factor
Purpose and Planning
?
Purpose
? ?
Reach widest possible no. of people (maintaining CPMCost per thousand views) Deliver tangible, ongoing benefits. Creative Material: producing the viral agent Distributing the viral agent: where, how and who Tracking – Measuring the results of the campaign
?
Three core components? ?
?
Create Conversations
Buzz Monitoring
? ? ?
Business Intelligence – Interpretation – Connected Marketing strategies ?To use historical data collected over a period of time to predict trends? – actionable analysis Action plan
?
? ?
?
? ?
Scope analysis – Web universe relevant to the industry, consumer, product Assesses brand awareness – Who, where and what Effectiveness of marketing campaigns – what resonates and what alienates Generates competitor data – their strengths and consumer connect Taps damaging information circulated Follow/ Predict the Trends
From where, to where
?
Know what you want, Know where to look
? ?
Stories published on legitimate news sites Consumer attitudes and opinions on message boards, blogs, chatrooms Burger King case study Benefit the bottomline
? ?
Blog Marketing
‘BLOGVERTORIALS’
Encouraging third party bloggers to post comments or reviews
‘BUSINESS BLOGS’
Running branded or corporate blogs to promote or brand a company
‘FAUX BLOGS’
Controversial practice setting up false/fake customer, client or customer blogs
Objective Achieved
Objective
Generate Interest
Blogvertorials
Y
Business Blogs Faux Blogs
Y Y
Drive Action/ Sales Create Goodwill Establish Expertise Customer Dialogue
Y
N
Y
Y
Y
N
N
N
Y
Y
N
N
Advantages of Blog Marketing
? ? ?
?
?
Viral potential – one to another Measurable – Digitized word of mouth Human face to marketing; e.g. technical evangelist for Microsoft and GM Provides credibility into the mix – opinion leading third party blog, informal style Marketing Dialogue replaces monologue – leave comments and post feedback
Word of Mouth – How it Works?
Units of Analysis Main focus of study
Antecedents to word of mouth (causes) Receiver of Communication Q) Why do people listen? Related Variables: external information search, product category(perceived risk), type of relationship with source Consequences of word of mouth (effects) Q) The power of Word of Mouth- Related Vairables: key communication effectivness variables (awareness, attitude change, behavioural intention, purchase behaviour) Q) What happens to communicator after WoM event? Rel Variables: cognitive dissonance, egoenhancement
Communicator
Q) What makes people talk? Related Variables: opinion leadership, satisfaction/dissatisfaction, market mavens, innovators, purchase pals, surrogate consumers
Why it Works?
?
Favourable pre-disposition
„Primary Group? Effect- family and friends Normative Influence – conformity to influencers and group norms
? ?
?
?
Attribution theory- people tend to fig out cause, unbiased comm gets poisitive WoM Accessibility Diagnostic Theory – ?vividness of information‘
Implications for Marketers
?
Monitoring is the first priority – more urgent to monitor negative WoM
? ?
Make complaining easy and consumers shall let off Make the impression that company is willing and able to set things right
?
? ? ? ?
Risk assesment- Pay more attn to WoM for high involvement brands (higher priced, more complex, more personally relevant) Service marketing – high influence of WoM For brand awareness – weak ties will do; For Attitude change – rely on messengers Start with opinion leaders – profile based on category- and market situation-situation-specific. Include the ‘Surprise Element’
Understand the difference
Approach Word of Mouth Buzz marketing Viral marketing Influencer marketing Evangelist marketing Street marketing Stealth/Undercover marketing What‘s different about it? Umbrella term for marketing practices which aim to make consumers talk about a brand Using a special ?hook‘, event or promotion to get consumers and the media talking about a campaign Creating branded internet materials or websites that consumers sharing with their friends, usualy by email Identifying and involving the most influential consumers in a target to turn them into brand advocates. Involving your most loyal customers to turn them into brand advocates Reaching and interacting with consumers directly in the places they frequent Marketing below the threshold of awareness
Choose according to Objective
Drive brand awareness – weak endorsement Viral Marketing Buzz Marketing Push sales – strong endorsement Influencer marketing, evangelist marketing
Message Spreads from consumer to consumer (WoM marketing related)
Personal Brand Contact with each individual (non WoM related)
Street marketing
Undercover/stealth marketing
doc_163281171.ppt