MKTG7037 E-Marketing Presentation

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This is the MKTG7037 E-Marketing presentation done by Hui-Yi Tai.

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MKTG7037 E-Marketing Presentation

  1. 1. MKTG7037 E-marketing Presentation E-marketing Technology Analysis : Blogs/Blogging By Hui-Yi Tai u4156079
  2. 2. Introduction <ul><li>Introduction to the blogs/blogging </li></ul><ul><ul><li>Benefit </li></ul></ul><ul><ul><li>Weakness </li></ul></ul><ul><li>A marketing tool </li></ul><ul><ul><li>Advantage </li></ul></ul><ul><ul><li>Disadvantage </li></ul></ul><ul><li>Impacts of blogs/blogging </li></ul>
  3. 3. Blogs/Blogging <ul><li>“ Blog”: a well-known virtual communication tool that allows people to post diary, journal or news sources online. </li></ul><ul><li>Nowadays, most of people have their own personal blogs. </li></ul><ul><li>Organizations can also use it as a marketing tool. </li></ul><ul><ul><li>Promoting new products </li></ul></ul><ul><ul><li>Establish and maintain on-line public relation </li></ul></ul><ul><ul><li>Service as well as experience </li></ul></ul><ul><ul><ul><ul><li>Companies will benefit from blogs </li></ul></ul></ul></ul>
  4. 4. Blogs/Blogging (Cont.) <ul><li>A part of establishing social networks. </li></ul><ul><li>Some blogging websites provide the function of blogging as well as development of social networks . </li></ul><ul><ul><li>FaceBook or MySpace </li></ul></ul><ul><li>Entertainment industry has widely applied blogging for marketing and promotion. </li></ul><ul><ul><li>Singers & bands </li></ul></ul><ul><ul><li>Actors or actresses </li></ul></ul><ul><ul><li>Movies and drama. </li></ul></ul><ul><li>However, blogs/blogging can blogs/blogging can only be used as a supplementary promotion tool. </li></ul>
  5. 5. How can blogs/blogging assist organizations with marketing? <ul><li>E-commerce enables organization to adjust the marketing mix and develop new marketing strategy. (Chaffey, Ellis-Chadwick, Johnston & Mayer 2006:215) </li></ul><ul><li>Blogs/blogging can assist with some of the marketing mix, </li></ul><ul><ul><li>product, </li></ul></ul><ul><ul><li>place, </li></ul></ul><ul><ul><li>promotion </li></ul></ul><ul><ul><li>physical evidence. </li></ul></ul>
  6. 6. Product <ul><li>Blogs enable velocity of new product diffusion . (Chaffey, Ellis-Chadwick, Johnston & Mayer 2006:221-222 ) </li></ul><ul><ul><li>E.g. The Nokia Blog: http:// thenokiablog.com / </li></ul></ul>
  7. 7. Product (Cont.) <ul><li>Some companies or celebrities also blogs for promoting new products. </li></ul><ul><ul><li>Official blogs for new movies. </li></ul></ul><ul><ul><li>Singers & Bands promote new albums in official blogs. </li></ul></ul><ul><ul><li>E.g. Fall Out Boy: http:// www.myspace.com/falloutboy . </li></ul></ul>
  8. 8. Product (Cont.) <ul><li>Blogs can also help branding for organizations. </li></ul><ul><ul><li>Consumers act as co-producers of value </li></ul></ul><ul><ul><li>Feedback or comments in official blogs. </li></ul></ul><ul><ul><li>Firms will be able to be more responsive and more flexible. </li></ul></ul>
  9. 9. Place <ul><li>Internet has a global reach. </li></ul><ul><li>However, localization will be required due to different languages, cultural context, preferences . </li></ul><ul><li>Channel conflict is another issue. </li></ul>
  10. 10. Promotion <ul><li>A very good communication tool for promotions. </li></ul><ul><li>Blogs can also be used to establish and manage on-line PR. </li></ul><ul><ul><li>Official blogs </li></ul></ul><ul><ul><li>Personal blogs </li></ul></ul><ul><li>However, blogs tend to be more about mass marketing. </li></ul>
  11. 11. Physical Evidence <ul><li>In an online context, physical evidence is customers’ experiences. </li></ul><ul><li>A good design of blogs will provide a better experience for consumers. </li></ul><ul><li>Official blogs may also allow consumers to experience new products. </li></ul><ul><ul><li>E.g. Fall Out Boy. </li></ul></ul>
  12. 12. Impact <ul><li>Firms can benefit from promotion on blogs. </li></ul><ul><li>However, the benefits are quite limited. </li></ul><ul><li>Blogs can only be a supplementary communication tool. </li></ul><ul><li>Blogs can provide opportunities for variations of only few marketing mix . </li></ul>
  13. 13. Conclusion <ul><li>“ Blog” is a well-known online communication tool. </li></ul><ul><li>Personal blogs and official blogs. </li></ul><ul><li>Organizations can benefit from blogs through varying marketing mix. </li></ul><ul><li>A good promotional tool for organizations . </li></ul><ul><li>However, it can only be used for supplementary communication tool . </li></ul><ul><li>Organizations still have to carefully develop marketing mix and marketing strategy. </li></ul>
  14. 14. Thank you!!

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