e-Marketing Communications & the Growth of Social Media Dilip Mutum [email_address] www.twitter.com/admutum
Growing importance of e-media <ul><li>April 2006: 68.4 million domain names </li></ul><ul><li>Feb 2011: 205.3 million doma...
<ul><li>Generating traffic to the site </li></ul><ul><li>Generating brand awareness </li></ul><ul><li>Shaping brand image ...
<ul><li>Brand websites </li></ul><ul><ul><li>Micro-sites </li></ul></ul><ul><li>On-line advertising </li></ul><ul><ul><li>...
On-line advertising formats – Performance and viewers’ annoyance Table  Performance of, and viewers’ annoyance at, on-line...
<ul><li>On-line events and seminars </li></ul><ul><li>Advergames and on-line games </li></ul><ul><li>Viral marketing </li>...
<ul><li>Microsites to reinforce new product or brand introductions </li></ul><ul><li>Generate traffic to websites via adve...
<ul><li>Evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation </li></u...
Photography User generated video Micro-blogging Blogs Wikis Forums Podcasts Feeds
<ul><li>Homebrew ads, folk ads, open source branding and vigilante marketing </li></ul><ul><li>Self appointed promoters of...
Social Networking
Age shift http://www.techcrunch.com/2007/07/06/facebook-users-up-89-over-last-year-demographic-shift/ Facebook: The fastes...
<ul><li>“ Blogs ” are the newest and potentially the most attractive online media </li></ul><ul><li>Part of “digital inter...
Blogs  <ul><li>70 million blogs are in existence & approx 120,000 new ones are being created worldwide every day </li></ul...
<ul><li>Disintermediation resulting in the breakdown of the traditional advertising model </li></ul>Advent of CGA: Implica...
<ul><li>3 Skypephone launch </li></ul><ul><ul><li>Prominent UK bloggers contacted.  </li></ul></ul><ul><ul><li>Free sample...
<ul><li>Exclusive offers on Twitter.com/DellOutlet </li></ul><ul><li>$2 million in sales revenue at since they started in ...
<ul><li>Marks and Spencers on Twitter </li></ul><ul><ul><li>http://twitter.com/MARKSANDSPENCER </li></ul></ul><ul><li>BMW/...
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emarketing communications and social media

  1. 1. e-Marketing Communications & the Growth of Social Media Dilip Mutum [email_address] www.twitter.com/admutum
  2. 2. Growing importance of e-media <ul><li>April 2006: 68.4 million domain names </li></ul><ul><li>Feb 2011: 205.3 million domain name registrations ( https://verisigninc.com/assets/domain-name-report-feb-2011.pdf ) </li></ul><ul><li>Worldwide: 1 billion people connected to the Internet (291 million in Europe) </li></ul><ul><li>Online ad expenditure has overtaken TV for the first time in the UK ( UK Online Adspend - http://www.iabuk.net/en/1/adspendgrows300909.mxs ) </li></ul><ul><li>Online advertising expenditure grew 4.6% to £1.75 billion in H1 2009 </li></ul>
  3. 3. <ul><li>Generating traffic to the site </li></ul><ul><li>Generating brand awareness </li></ul><ul><li>Shaping brand image and brand attitudes </li></ul><ul><li>Generating trial </li></ul><ul><li>Creating loyalty </li></ul>E-communications objectives
  4. 4. <ul><li>Brand websites </li></ul><ul><ul><li>Micro-sites </li></ul></ul><ul><li>On-line advertising </li></ul><ul><ul><li>Banners, buttons, pop-ups, interstitials, superstitials </li></ul></ul><ul><ul><li>Keyword buying </li></ul></ul><ul><ul><li>Affiliate marketing (networking) </li></ul></ul><ul><ul><li>Advertorials </li></ul></ul><ul><ul><li>Content sponsorship </li></ul></ul><ul><ul><li>Homepage restyling </li></ul></ul><ul><ul><li>Anchor deals </li></ul></ul>E-marketing tools
  5. 5. On-line advertising formats – Performance and viewers’ annoyance Table Performance of, and viewers’ annoyance at, on-line advertising formats Based on : Elkin, T. (2003), ‘Size matters; so does prize’, Advertising Age , January, 13; Dynamic Logic (2001), ‘Branding 101: an overview of branding and brand measurement for online marketers’, (March), www.dynamiclogic.com
  6. 6. <ul><li>On-line events and seminars </li></ul><ul><li>Advergames and on-line games </li></ul><ul><li>Viral marketing </li></ul><ul><li>On-line contests and sweepstakes </li></ul><ul><li>E-sampling and e-couponing </li></ul><ul><li>E-mail marketing </li></ul>E-marketing tools (Continued)
  7. 7. <ul><li>Microsites to reinforce new product or brand introductions </li></ul><ul><li>Generate traffic to websites via advertising, direct marketing communications, sponsorship, public relations… </li></ul><ul><li>Use websites to build and enrich databases </li></ul><ul><li>Use interactive mobile advertising and iDTV-advertising to enrich databases and gain consumer insight. </li></ul>Integrating e-communications in IMC
  8. 8. <ul><li>Evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation </li></ul><ul><li>Defined as the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton, J. (1996). The future of interactive marketing. Harvard Business Review, 74(6), 151-161 ) </li></ul><ul><li>Interactive marketing is not synonymous with online marketing / e-marketing </li></ul>Interactive Marketing
  9. 9. Photography User generated video Micro-blogging Blogs Wikis Forums Podcasts Feeds
  10. 10. <ul><li>Homebrew ads, folk ads, open source branding and vigilante marketing </li></ul><ul><li>Self appointed promoters of the brand </li></ul><ul><li>Unpaid advertising and marketing efforts, including one-to-one, one-to-many, and many-to-many commercially oriented communications, undertaken by brand loyalists on behalf of the brand (Muñiz, J. A. M., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3), 35-50) </li></ul><ul><li>Firefox, Coca-cola, Nike, Apple iPod, etc. </li></ul>Vigilante marketing
  11. 11. Social Networking
  12. 12. Age shift http://www.techcrunch.com/2007/07/06/facebook-users-up-89-over-last-year-demographic-shift/ Facebook: The fastest growing demographic is those 35 years old and older
  13. 13. <ul><li>“ Blogs ” are the newest and potentially the most attractive online media </li></ul><ul><li>Part of “digital interactive transformation in marketing” </li></ul><ul><ul><li>Deighton, J. A., & Kornfeld, L. (2007). Digital Interactivity: Unanticipated Consequences for Markets, Marketing and Consumers [Electronic Version]. HBS Working Papers , from http://www.hbs.edu/research/pdf/08-017.pdf </li></ul></ul>Blogs
  14. 14. Blogs <ul><li>70 million blogs are in existence & approx 120,000 new ones are being created worldwide every day </li></ul><ul><ul><li>Sifry, D. (2007). The state of the live web. Retrieved September 11, from http://technorati.com/weblog/2007/04/328.html </li></ul></ul><ul><li>US: 8% of internet users keep a blog & 39% percent of internet users read them </li></ul><ul><ul><li>Lenhart, A., & Fox, S. (2006). Bloggers: A Portrait of the Internet’s New Storytellers. Pew Internet & American Life Project, July, 19 . </li></ul></ul><ul><li>Europe: 3% (4 mil.) European Internet users actively write blogs </li></ul><ul><ul><li>Forrester. (2006). Profiling Europe’s Bloggers: What Marketers Need To Know Before Entering The Blogosphere. Retrieved 15 July 2008, from http://www.forrester.com/ER/Press/Release/0,1769,1112,00.html </li></ul></ul>
  15. 15. <ul><li>Disintermediation resulting in the breakdown of the traditional advertising model </li></ul>Advent of CGA: Implications Mutum, Dilip and Wang, Qing (2010). “ Consumer Generated Advertising in Blogs ”. In Matthew S. Eastin; Terry Daugherty; Neal M. Burns (Eds) Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol 1), IGI Global, 248-261.
  16. 16. <ul><li>3 Skypephone launch </li></ul><ul><ul><li>Prominent UK bloggers contacted. </li></ul></ul><ul><ul><li>Free samples and review </li></ul></ul><ul><ul><li>News and reviews carried on 3mobilebuzz blog ( www.3mobilebuzz.com ). </li></ul></ul>Example 1: Hutchison 3G UK Limited
  17. 17. <ul><li>Exclusive offers on Twitter.com/DellOutlet </li></ul><ul><li>$2 million in sales revenue at since they started in 2007. </li></ul><ul><li>If the indirect sales were factored in, revenue was estimated to exceed $3 million. </li></ul><ul><ul><li>Source: http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx </li></ul></ul>Example 2: Dell.com
  18. 18. <ul><li>Marks and Spencers on Twitter </li></ul><ul><ul><li>http://twitter.com/MARKSANDSPENCER </li></ul></ul><ul><li>BMW/ Mini – using bloggers and YouTube </li></ul><ul><ul><li>http://www.youtube.com/user/MINI </li></ul></ul><ul><li>Malene Stanley, KSB kids on Facebook and Twitter </li></ul><ul><ul><li>http://www.ksbkids.com/ </li></ul></ul><ul><ul><li>http://www.facebook.com/KSBKids </li></ul></ul><ul><li>Barak Obama’s presidential campaign led by Chris Hughes (Co-founder of Facebook) </li></ul><ul><ul><li>YouTube , MySpace , Flickr , Twitter and Facebook . </li></ul></ul>Other Examples

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