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MKTG7037 E-Marketing Presentation

MKTG7037 E-Marketing Presentation



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

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



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    MKTG7037 E-Marketing Presentation MKTG7037 E-Marketing Presentation Presentation Transcript

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