Blogging & social media; IPTV and in-game; comparison & voucher sites; PR & reputation management
2011 Tom Chapman
The Internet – a definition resolved Federal Networking Council (1995)
"Internet" refers to the global information system that -- (i) is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons; (ii) is able to support communications using the Transmission Control Protocol/Internet Protocol (TCP/IP) suite or its subsequent extensions/follow-ons, and/or other IP-compatible protocols; and (iii) provides, uses or makes accessible, either publicly or privately, high level services layered on the communications and related infrastructure described herein."
Global Mobile Network Consumer Internet Video Traffic PB/Month, 2010-2015 Media forecasts Compound Annual Growth Rate, 2010-2015: 108% Source: Cisco Visual Networking Index, 2011 Extracted from: Cisco Visual Networking Index: Forecast & Methodology, 2010-2015 To click through to article, use Slide Show view
Global Consumer Mobile Internet Gaming Traffic PB/Month, 2010-2015 Media forecasts Compound Annual Growth Rate, 2010-2015: 110% Source: Cisco Visual Networking Index, 2011 Extracted from: Cisco Visual Networking Index: Forecast & Methodology, 2010-2015 To click through to article, use Slide Show view
Online Shopping Behaviour Clark & Wright (2007).
“ Harker (2008, p. 296) defines online or Internet advertising as, ‘ any form of commercial content available on the internet, delivered by any channel, in any form, designed to inform customers about a product or service at any degree of depth ’ .
Jensen (2008) states that internet advertising consists of three primary constituents: display advertising – which includes banners, pop-ups and interstitials; search engine optimization (SEO) and search engine marketing (SEM) – including paid and unpaid SEO and SEM (e.g. Google Adwords); and, affiliate programs, where a marketer’s link (e.g. Amazon) is provided on a host’s website. A further constituent is email, paid for advertising in that most firms utilize email marketing hardware/software, and customer lists that are bought in (Merisavo & Raulas, 2004).”
Adspend by country forecast at current prices, 2011 Media forecasts Notes: Local currency, current prices Source: Warc Extracted from International Ad Forecast 2011/12 (July) . To click through to article, use Slide Show view year-on-year % change
Adspend Forecast by Main Media: 2010 vs 2009 Media forecasts Extracted from Adstats: Adspend in 2010 . To click through to article, use Slide Show view Source: Warc Year-on-year change (%), top 5 markets
Consensus Forecast: Internet Advertising Expenditure Media forecasts Extracted from Consensus Adspend Forecast – May 2010 . To click through to article, use Slide Show view Source: Warc Current prices, y/y % change 2010 2011 Australia 13.3 12.0 Brazil 23.4 20.2 Canada 18.3 17.7 China 28.6 39.9 France 9.7 9.9 Germany 9.3 10.0 India 28.6 18.1 Italy 12.7 15.9 Japan 6.5 8.1 Russia 22.1 23.4 Spain 11.5 13.4 UK 6.6 5.6 US 10.2 13.5
Predicted US online ad spend by format, 2015 Media forecasts Source: eMarketer, April 2011 Extracted from Adstats: Online video . To click through to article, use Slide Show view % share
“ The executives of companies conducting business over the Internet have, conveniently, downplayed traditional measures of profitability and economic value. Instead, they have emphasized expansive definitions of revenue, numbers of customers, or, even more suspect, measures that might someday correlate with revenue, such as numbers of unique users (“reach”), numbers of site visitors, or click-through rates.” Porter, M. E. (2001, p.4)
The term “viral marketing” was developed by Juvertson and Draper (1997). It was used to describe the free email service which Hotmail was providing. According to Juvertson (2000, pp. 1-2), they defined the term simply as “network-enhanced word-of-mouth”.
However, the literature contains a variety of terminology used to explain what viral marketing is.
Vilpponen et al. (2006, p. 72) “Interactive Marketing”
Blattberg and Deighton (1991) “Internet word-of-mouth”
Goldenberg et al., (2001) “ word-of-mouse ”
Kaikati and Kaikati (2004) “ stealth marketing ”
De Bruyn and Lilien (2004) “ referral marketing ”
Thomas (2004) tries to unify these ideas in the term “buzz marketing”
2011 Tom Chapman
Performance Measurement Cruz & Fill (2008, p. 753) 2011 Tom Chapman
Performance Measurement Cruz & Fill (2008, p. 754) 2011 Tom Chapman
“ social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another.’’ (Blackshaw & Nazzaro, 2004, p. 2).”(Mangold and Faulds, 2009, 357)
"an internet-facilitated and consumer-driven movement of networks, content and knowledge built on web-based media tools that enable individuals to connect online. ” (Angel and Sexsmith, 2009)
“ Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content. ” (Kaplan and Haenlein, 2010 pg 61)
2011 Tom Chapman
A Classification of Social Media Kaplan & Haenlein (2010, 62) 2011 Tom Chapman Social Presence / Media Richness Low Medium High Self presentation / Self disclosure High Blogs Social Networking Sites Virtual Social Worlds Low Collaborative projects Content Communities Virtual Game Worlds
Top 20 social networks by registrations, 2010 Media trends Source: Wikipedia (accessed 31, January 2010) Extracted from Looking For Eric: In Search of the Hub Consumers To click through to article, use Slide Show view
“ propose that social media be considered a hybrid component of the promotional mix and therefore be incorporated as an integral part of the organization’s IMC strategy.”
“ managers who are accustomed to exerting a high level of control over company-to-consumer messages must learn to talk with their customers, as opposed to talking at them, therefore influencing the discussions taking place in the social media space. ”
Provide Networking Platforms
Use blogs and other social media tools to engage customers
Use both traditional and Internet based promotional tools to engage customers
Provide exclusivity Design products with talking points and consumers’ desired self images in mind
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Pelkonen, T. (2003). Value Creation Patterns and Current Trends in Digital Media Service Creation: A Case Study of the Finnish Digital Media Industry. Proceedings from Europrix Scholars Conference paper, November.
Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 62-79.
Reuters (2008) Porn passed over as Web users become social: author. http://www.reuters.com/article/ idUSSP31943720080916
Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., & P. (2009). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations.
Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of Strategic Marketing, 18(3), 239-256.