Marketing 2.0

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Marketing 2.0

  1. 1. Odisseia Taner Gündüz106604178 Umut Necdet YIldIrIm106604116 Kaan EmeC106604227
  2. 2. <ul><li>MARKETING 2.0 </li></ul>You're no longer in control of your marketing messages. Your customer is more than just a target. The old ways you design and advertise products just don't work anymore. Welcome to life in MARKETING 2.0
  3. 3. The Key: I nteractive C ommunication MARKETING 2.0
  4. 4. 5 Characteristics of Marketing 2.0 <ul><li>It is interactive : </li></ul><ul><li>We can change the color of the background, choose what pose the personality takes, and tell them how we like to get our messages. More or less. For example ; YouTube. </li></ul><ul><li>Marketing 2.0 is a conversation between consumers and companies : </li></ul><ul><li>Blogs and forums allow companies to take off their professional mask and get comfortable with their customers. It gives a comfortable, informal voice to the company. For example ; Apple Blog. </li></ul><ul><li>Democracy is what Marketing 2.0 is all about : </li></ul><ul><li>A few months ago, an illegal HD DVD encryption code was posted online. Bloggers found the code and spread it like wildfire, using, among others, Digg as a tool to spread it. The problem? HD DVD is one of Digg’s sponsors, so the founder of Digg received a cease and desist order from the company. The original post was removed, but it was like pulling a leg off a centipede. The code continued to spread. </li></ul>MARKETING 2.0
  5. 5. <ul><li>Marketing 2.0 efforts are always non-traditional : </li></ul><ul><li>There are no rules. This is good in that any business can devise a new method of marketing, but bad because nothing is guaranteed. </li></ul><ul><li>Marketing 2.0 is flexible: </li></ul><ul><li>Any marketing tool can be changed or stopped relatively easily, and the majority of Marketing 2.0 is affordable (blogs, for example, are free). Creating a strong marketing mix will involve hits and misses, so it is important that you be able to change your marketing plan on a dime. </li></ul>MARKETING 2.0 5 Characteristics of Marketing 2.0
  6. 6. Marketing 2.0 SWOT Analysis <ul><li>T: </li></ul><ul><li>Spontaneous negative communication can come from normal people but also from competitors </li></ul><ul><li>Early movers Competitors can get the most of the trend and visibility </li></ul><ul><li>O: </li></ul><ul><li>Increase the number of people contacted with current activities </li></ul><ul><li>Reduce the cost of marketing in order to get the same reach </li></ul><ul><li>Use tools just for measure and get data, feedback and insight </li></ul><ul><li>W: </li></ul><ul><li>Need specific Web 2.0 sentiveness and knowledge to get results </li></ul><ul><li>Experimental approach do not guarantee results every time </li></ul><ul><li>S: </li></ul><ul><li>Target Segmantation </li></ul><ul><li>Measurable </li></ul><ul><li>One to One Message </li></ul><ul><li>Cost Effective – Low Cost Tools </li></ul><ul><li>Time to Market </li></ul><ul><li>Easy to get data, to measure and collect feedback </li></ul>
  7. 7. What is marketing 2.0 about ? <ul><li>Viral Marketing </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Blog Marketing </li></ul><ul><li>RSS </li></ul><ul><li>Email Marketing </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Advergaming </li></ul>MARKETING 2.0
  8. 8. Viral Marketing <ul><li>Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence , often electronically or by email . </li></ul><ul><li>Off the Internet, viral marketing has been referred to as &quot;word-of-mouth,&quot; but on the Internet, it's called &quot;viral marketing.&quot; </li></ul><ul><li>Air Action Vigorsol : </li></ul><ul><li>http://www. dailymotion .com/video/x550yw_ air - action - vigorsol _ shortfilms </li></ul>MARKETING 2.0
  9. 9. Contextual Marketing <ul><li>Advertising on a web site that is targeted to the specific individual who is visiting the Web site. </li></ul><ul><li>Google AdSense was the first major contextual advertising program. Google AdSense is the program that can give you advertising revenue from each page on your website—with a minimal investment in time and no additional resources. </li></ul><ul><li>Garanti Çevreye Duyarlı Bonus Card : </li></ul><ul><li>http://www. cevreyeduyarlibonuscard .com/ </li></ul><ul><li>Eti Form : http://www. formdakal .com/ tr / home / </li></ul>MARKETING 2.0
  10. 10. MARKETING 2.0
  11. 11. Mobile Marketing MARKETING 2.0 <ul><li>Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s . </li></ul><ul><li>MMS Mobile Marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS . Apple Phone. </li></ul><ul><li>%98 phone user in Turkey. </li></ul>
  12. 12. MARKETING 2.0
  13. 13. E - mail Marketing MARKETING 2.0 <ul><li>E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience . </li></ul><ul><li>In 2008, the Digital Marketing Association estimated that every $1.00 spent on email marketing brought $45.00 in return. </li></ul><ul><li>Advantages of email marketing ; allows you to directly make contact with potential customers , gives you access to a much larger market and is cost-efficient. </li></ul>
  14. 15. Blog Marketing MARKETING 2.0 <ul><li>Blog marketing is the term used to describe internet marketing via web blogs. These blogs differ from corporate websites because they feature daily or weekly posts, often around a single topic. Typically, corporations use blogs to create a dialog with customers and explain features of their products and services. </li></ul><ul><li>Commen website ; Blogger and WordPress </li></ul><ul><li>Common tools ; </li></ul><ul><li>SEO ( search engine optimization ) Doing so will get you higher in the search engine results and will result in a blog that anyone can find that is looking for the products or information that you have. </li></ul><ul><li>RSS Having these will allow others to be able to link to you blog. </li></ul>
  15. 16. Advergame Marketing MARKETING 2.0 <ul><li>A free electronic game to promote a product or brand. There are two kind of advergaming. </li></ul><ul><li>The goal of advergaming is to encourage consumers to engage in a branded experience - that is, spend time voluntarily with an ad. </li></ul><ul><li>One &quot;huge risk&quot; in advergaming is that sponsors may &quot;become better known for the games&quot; than for their products or services . </li></ul><ul><li>First it was a pill. Then it was a cultural phenomenon. Now Viagra is a video game. Pfizer is currently advertising its blockbuster erectile dysfunction drug with an online game called “Viva Cruiser.” </li></ul><ul><li>The Cafe Crown advergame webpage was visited by 200.000 people in two days. </li></ul>
  16. 18. Search Engine Marketing MARKETING 2.0 <ul><li>Google , msn ,yahoo </li></ul><ul><li>Google has %96 market share in Turkey .It is main player. </li></ul><ul><li>Adwords </li></ul><ul><li>Google AdWords is currently used by thousands of businesses worldwide to gain new customers in a cost-effective way. AdWords use keywords to precisely target ad delivery to web users seeking information about a particular product or service. The program is based on cost-per-click (CPC) pricing, so advertisers only pay when an ad is clicked on. Advertisers can take advantage of an extremely broad distribution network, and choose the level of support and spending appropriate for their business. </li></ul><ul><li>Content Network </li></ul><ul><li>When you choose to advertise on the content network, you can expand your marketing reach to targeted audiences--and potential customers--visiting these sites every day. </li></ul><ul><li>As an AdWords advertiser, you can hand-pick sites from the content network or simply let Google's proven ad targeting display your ads on the website pages most relevant to your products and services. </li></ul>
  17. 19. TOYOTA Turkey Marketing Case MARKETING 2.0 JOHN CAPLES AWARDS 2007 An innovative and unique business practice from Toyotasa: Toyotasa became the first company in Turkey who drives customers to the showroom with personalized “Google AdWords Project”
  18. 20. <ul><li>Campaign was created for the new model of Toyota: Auris </li></ul><ul><li>Many interactive channels used in the campaign such as banner ads, search engine – SMS – microsite integration, mobile ads and e-mail marketing </li></ul><ul><li>Search engine – SMS – microsite integration was: </li></ul><ul><ul><li>First implementation in the world </li></ul></ul><ul><ul><li>Integrated search engine to mobile channel </li></ul></ul><ul><ul><li>Provided a measurable benefit to Auris model </li></ul></ul>MARKETING 2.0
  19. 21. STEP:1 <ul><li>SMS sending to potential customers </li></ul>Dear ......, Toyota have a surprise for you. To find out, please type your name on Google Search Box. MARKETING 2.0
  20. 22. Customer Database & Unique Keyword List NAME GSM # KEYWORD PHRASE Hüseyin Savaş 0532 5454356 Huseyin Savaş xyz Şebnem Vuruşkaner 0533 4343456 Şebnem Vuruşkaner xyz Meriç Tarım 0533 4343455 Meriç Tarım xyz … . …. MARKETING 2.0
  21. 23. STEP:2 <ul><li>SMS receivers follow the instructions stated in the text </li></ul><ul><li>Than they meet a sponsored link created on behalf of their names </li></ul>MARKETING 2.0
  22. 24. MARKETING 2.0
  23. 25. STEP:3 <ul><li>After clicking the link, customers encounter a website home page where they are wellcomed with their names </li></ul><ul><li>There was also an opportunity to customize the website by choosing favorite theme </li></ul>MARKETING 2.0
  24. 27. 1 Unique KW for each customer 2 3 4 5 Auris: New Toyota Hello Tolga Güven, Auris waits to meet you! www.auris-yenitoyota.com 6 Customer db KW buying
  25. 28. RESULTS <ul><li>SMS sending over 60.000 potential customer </li></ul><ul><li>In one week, %50 of the SMS receivers typed their names on search box and visited their personalised web-site </li></ul><ul><li>%5 of the SMS receivers asked for test-drive </li></ul><ul><li>As compared with past activities composed in other channels, return for test-drive ratio increased %300! </li></ul><ul><li>Over 2000 people who hardly interested in Auris visited Toyota stores </li></ul>MARKETING 2.0 “ Google AdWords provides six times better than the standard average results.” Marketing Customer Management Team Toyotasa
  26. 29. Thank You

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