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Internet marketing
- 2. What is this presentation about? This presentation evaluates the link between internet marketing and traditional marketing methods. The presentation looks into one Non-Profit organisation and one Private sector organisation: - Three Network - The Girl Effect
- 3. Three and their use of Internet Marketing • 3rd March 2003 – 03/03/03 • Internet Based Network • Extra Services – 3 in Touch App • YouTube • Twitter – 102,000 followers • Google advertisements • Emails
- 4. The Girl Effect and their use of Internet Marketing • Helping girls who grow up in poverty • Providing an education • Protecting them from early marriage and pregnancy • YouTube - 7,644 subscribers • Facebook – videos and campaigns
- 5. Influence of internet marketing • Less human interaction involved • Faster process • More convenient • Website is easily accessible anywhere • Security of internet banking
- 6. Influence of internet marketing • Worldwide promotion • Social media pages helps market to younger generations • Cheap and effective • Accessibility online • Spreading the word
- 7. Trends Global expansion of technology • Internet access more available • International competition Use of social media • Marketing products truthfully • Investing money correctly
Editor's Notes
- The Three network were launched on the 3rd of March 2003. The network was based all around internet use, offering All You Can Eat (unlimited) data for customers with their fair usage policy being extremely high at 2,000 terabytes. Three carry over 40% of the UK’s mobile Data traffic. The network now offers extra services for their customers, including their 3 In Touch app which allows you to make and receive calls and texts over a Wi-Fi connection if you are in an area of no service. Three use twitter and Facebook pages to market products and services to customers. Their twitter account has 102,000 followers. They frequently post about new product releases and exciting new services becoming available. They also largely use Google advertisements to reach customers researching phone networks. Google will notice that a potential customer has searched for various phone networks, and will then post advertisements down the side of the search results, that market Three’s current deals and offers. Emails are a way of marketing to their current customers, with promotional offers and rewards for customer loyalty.
- The Girl Effect is a charity that has been set up to protect young girls growing up in areas of poverty from being married off and forced to have children early. Most girls find themselves married by the age of 14 and having children when they are 15. The charity aims to provide as many young girls with an education and protect them from these situations. The Girl Effect was created by the Nike Foundation, with the support of the United Nations Foundation and Coalition for Adolescent Girls. They use various methods to market their charity on the internet. They have their videos posted to both YouTube and Facebook. These videos gain millions of views and the channel has 7,644 YouTube subscribers, raising awareness globally. Their Facebook page raises awareness about campaigns and events happening nationally to raise money to help these vulnerable young girls. The website address for The Girl Effect is displayed in videos and on social media to encourage people to visit their webpage, to find out more about the charity and help raise funds.
- Internet Marketing has an influence on the traditional marketing methods used by Three. There are now a lot less people involved in setting up a contract online. The process is much more convenient, as people can access it at anytime and anywhere as long as they have an internet connection. The use of secure banking procedures linked to peoples bank accounts such as the NatWest Secure Payment Scheme, gives people a lot more trust and confidence in paying for a product or service. Setting up contracts is a lot more popular than Pay As You Go now simply due to the use of direct debit being much easier than needing to manually top up your phone. There is much less human communication in the process, the order and transaction is processed by a computer and if you require to speak to customer services at all, the majority of problems are resolved by automated messages. Complaints are now made through an online form as opposed to speaking to a member of the customer service team. Price changes can be made much easier online than in store. The positive effect of having less stores and more online usage is that any changes can be made much faster than manually having to change store materials, making changes available to customers sooner. The online market place is much more accessible to people who do not have the time to visit a store; they can access the website and place their order or set-up their contract from anywhere - home, work etc.
- Internet marketing has allowed The Girl Effect to promote their charity worldwide. The use of social media plays a large part in the marketing of the charity; they have a Facebook page, twitter page and YouTube channel. This is a good way of marketing to younger generations. It is a cheap and effective method of marketing but does give the charity less control of what is said relating to them, as many people will express their views on a social media site. They use less traditional methods of street promotion such as handing out leaflets and giving speeches in towns. Having all the charity information on a website and having online donation sites to raise money, makes it much more accessible for everyone. Using a website and social media makes it much easier for the people in charge of The Girl Effect to make the public aware of events and promotional activities they hold. It is also easier for them to spread the word about their success and achievements, to prove to people they really are making a difference and gather support.
- The internet is a very popular source of information for consumers, so it will become the prime place for marketing new products and services. There will be less use of traditional marketing methods such as billboards and street promoters. A consistent trend that is likely to have an impact on internet marketing in the near future would be the constant global expansion of technology. Gradually more countries across the world are becoming far more technologically advanced and more people are gaining access to the internet. This is creating a wider consumer base for products and services no matter where they are in the world. Three as a company will have to become more competitive to compete in international markets as their products become available globally. For The Girl Effect this global expansion will be a benefit for raising awareness of the charity and fundraising worldwide. Social media will have a large impact on the success of a brands internet marketing. Negative feedback and comments made by consumers will affect the views and thoughts of others. With the constant expansion of internet users using review websites and social networking, bad publicity about a product or service can travel fast. In order to remain successful, Three must ensure they market their products in a way that enhances important features, but does not give a false impression of the overall product. If is essential that The Girl Effect use their time and resources effectively, investing all money raised into helping these children.