Elvira bolat changingnatureofmarketingcommunications
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Changing nature of marketing communications Talk delivered at Education UK Exhibition, Moscow, Oct 2014
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Elvira bolat changingnatureofmarketingcommunications
- 1. Changing Nature of Marketing Communications: Traditional vs. Interactive MC Elvira Bolat ebolat@bournemouth.ac.uk @Elvira_MLady
- 5. Changing Nature of Marketing Communications: Traditional vs. Interactive MC Elvira Bolat ebolat@bournemouth.ac.uk @Elvira_MLady
- 7. 2.4 million 28 million $98.2 million
- 8. The 43-Hour Media Day Source: Yahoo and OMD (2006).
- 9. Digitisation
- 11. “digital marketing is dead” “we are now in an era of ‘post-digital’ marketing” (Friedlein 2014)
- 13. Digitisation Impact on MC • 24/7 • Multimedia • Ubiquity • Global availability • Interactivity • 1-2-1 and micromarketing • Integration
- 17. Digital Revolution: Implications for Marketing
- 19. Digital Consumer & Customer
- 20. Rethinking Market Research • New Science • Increase of accessibility to and amount of secondary data • Relevant & timely information • Low or Zero cost for access (Search engines, Google, Yahoo, Bing) • Access inside consumer’s ‘mind’ (blogs, communities, SN) - UGC • Primary data collection capability expansion (Speed & Cost efficiency) • Digital means to conduct research: synchronous environment, real-time chat room • Measurement and Effective, relevant data Usage
- 21. Social Media (Howie 2014)
- 22. Social Media • Business Models driven by interaction rather than transaction (dCRM touch points) • Creation of brand advocates not just ads (Investment into social leadership) • Listen, than engage • Investment into tools and expertise (SRO) • ROI – Return on Involvement • Use of multiple interfaces
- 23. Social Media
- 25. Latest trend: The Selfie syndrome “Ellen Oscar Selfie officially most retweeted photo ever, 2.5 million and counting” “Selfie trend pushing demand for plastic surgery”