Alternative media belgrade_16082010Presentation Transcript
Alternative Media.Media Alternatives? Belgrade, 16.08.2010
Reasons for using alternative media channels?
1. Paradigm Change in Media Usage.
Austrian Media Usage2000 vs.2007.
Paradigm Change in Media Usage.
The Web 2.0 Revolution.
Self-Publishing/Content is King.
New Channels beingused.
Paradigmchange in mediausage. Quelle: AdAge Insights: Whitepaper „The On-Demand Generation Generation M2, „Media in the Lives of 8 to 18 Year Olds“, The Kaiser Family Foundation, April 12 2010
Paradigm Change in Media Usage.
2. Stand out fromthecrowd.
Status 2010: enormous variety of media.
16 (Image source: Brian Solis and Jesse Thomas) http://www.briansolis.com/2008/08/introducing-conversation-prism.html 4. Be, where your target group already is.
New media. New languages.
Search Engine Marketing.SEO.SEA.
Post Click Marketing. http://www.ioninteractive.com/articles/2009/1/6/enterprise-post-click-marketing.html
Mobile Marketing. http://interactivemarketingtrends.blogspot.com/2007/01/qr-code-generatorreader.html
Definition: Guerilla Marketing. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive;[ and consumers are targeted in unexpected places.The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.
Definition: Buzz Marketing. Marketing buzz or simply buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serve to amplify the original marketing message. Some describe buzz as a form of hype among consumers,a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. It is possible for firms to track the marketing buzz of their products online using buzz monitoring. For some companies it is important to understand the buzz surrounding a product before committing to the market.
Definition: Viral Marketing. The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor. The term "viral marketing" has also been used to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.
Social Media Marketing. Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion—to produce a customer focused message. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms, and public relations firms. However, the growth of social media has impacted the way organizations communicate with their customers. In the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.
Best Practice: Blendtech. http://www.blendtec.com/willitblend/videos.aspx?type=unsafe&video=iphone
Best Practice: Heineken. http://www.youtube.com/watch?v=tEqJV1acgN4&feature=player_embedded
Best Practice: Hornbach.
Best Practice: Doritos. „Youmakeit, weairit!“
User Generated Advertising. http://de.youtube.com/watch?v=3YJbbA_4TfQ