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Internet Marketing P1P2
- 1. Unit 12 – Internet Marketing in Business P1 Describe the role that internet marketing has within a modern marketing context P2 Describe how selected organisations use internet marketing Martin Knight S0601518
- 3. BSkyB (Trading under Sky) Multi-Billion Pound Company Founded in November 1990 by Rupert Murdock 10 Million Subscribers in UK alone
- 4. Sky – Internet Marketing Real Time Bidding (RTB) SkyGo Charitable Campaigns YouTube Adverts / Channel Google Adverts
- 5. Examples of Internet Marketing (Sky)
- 6. SNP – Internet Marketing Twitter Website Blogs YouTube Channel Facebook
- 7. Scottish National Party Product Price Promotion - Merchandise Place – Conferences, Online Process People – Members of Parliament Physical Evidence
- 9. Product Development (SkyGo) Traditional TV Guide SkyGo
- 10. Product Price (Sky) Transition from ‘One size fits all’ to ‘Bundle packages’
- 11. Place – Online, Online, Online! Promotion – Targeted audiences, Popular icons People – Online forums, guides and customer service Process – ‘Expert’ technicians Physical Evidence – Online testimonies and reviews
- 12. Trends impacting Internet Marketing Wearable Technology
- 13. Trends impacting Internet Marketing Increased mobile and tablet activity
Editor's Notes
- Slide 4: Internet marketing used by BSkyB Real Time Bidding (RTB): RTB is a bidding service where companies are able to directly bid on advertising space on websites such as Facebook. Sky use this new and innovative form of advertising to ensure they remain in the public eye and to directly target people they feel are likely to use / purchase their services. SkyGo: With increasing use of mobile and tablet devices in many business sectors, Sky have used this to their advantage by releasing a SkyGo mobile / tablet application which allows their customers to view their services on to go and from wherever they like. Charitable Campaigns: Sky run a number of very successful internet charitable campaigns including; Sky Rainforest Rescue and connections with the World Wildlife Fund. These are great for Sky’s public image and their use of Internet to grow awareness of these campaigns has resulted in millions of pounds being raised for the charities. YouTube Ads: Sky use YouTube to display a number of different advertisements which are run at the beginning of videos. They also have their own YouTube channel where they publish videos of varying content, some promotion based, some charitable based and others which are used to simply raise awareness of the brand and create a good public image. Google Ads: Sky run Google advertisements.
- Slide 5: Examples of Internet Marketing (Sky) Above are two examples of how Sky advert via the internet. The first image is a screenshot of a Google search of ‘Sky TV’, the yellow boxes circled highlight where Sky TV are advertising, these boxes are displayed via Google Ads which quickly and efficiently displays which links are advertisement based and which are not. In order for these to be displayed Sky will have paid Google to display them as adverts. The second image is of a Sky advertisement run through YouTube video adverts.
- Slide 6: SNP – Internet Marketing Twitter: During the 2014 Scottish referendum of independence, the SNP used twitter in a very successful way in order to connect with the young population and to get them discussing politics. They continue to use Twitter now to discuss their political views, visions and goals. Website: The SNP use their website to communicate their political message, visions and ambitions. They also use their website to gain recognition and to sell merchandise such as ‘Yes Campaign’ products to boost their awareness. Blogs: Through the SNP website, Members of the party are able to publish blogs where they can portray their thoughts on current affairs. There is also the option of commenting and therefore allows members to discuss their thoughts with supports of the party, creating a level of personal interaction amongst party members and supports. YouTube Channel: The SNP also use YouTube in order to be able to communicate messages and raise awareness.
- Slide 7: Scottish National Party Product: The only connection to a product that the SNP has is their merchandise they sell on their website. These products are for awareness and support purposes and not to make profit. Price: Prices of the merchandise online Promotion: It is important for the SNP to promote their views, ambitions and goals clearly in order for the general public to be able to relate to what they are saying. The use of Twitter, Facebook and other social media can help the SNP to communicate to the younger generations. Place: Supporters of the party are able to purchase merchandise to show support from the parties website. In terms of meeting face to face with politicians, the party holds an annual conference where supporters are able to attend, listen to politicians speak and ask questions. All information of these conferences are now published through the parties website, such as location, dates and timings. Process: N/A People: The SNP select their party members and therefore should have the correct personalities and characteristics for their party. They have used the internet to publish bios of their members, allowed their members to post blogs online and to interact and communicate with party supporters. Physical Evidence: N/A
- Slide 8: Product Research (Sky) Above is an example of the type of research that Sky carry out using YouGov surveys of not only their customers but also the general public. They have used these surveys in order to be able to find out how the general public interact with social media whilst watching television as well as how they actually watch television. From the info graphic above it is clear that people are shifting away from traditional TV’s and are increasingly using devices such as mobiles and tablets to catch up on their favourite programmes. This allows Sky to focus their efforts on Internet Marketing and on their expanding use of mobile devices.
- Slide 9: Product Development Due to the increasing number of mobile and tablet device users, Sky has had to develop their service to not only be available through traditional television’s but also now online and available through mobile and tablet devices. Their SkyGo app allows users to view live television on mobiles, tablets and online.