What do you think of the effectiveness of online marketing? Howcould the firms use online marketing channels to gain competitiveadvantages?
Please provide a response to the students discussion post:
It is no secret that the internet is the next large mediamarket. American spend 23 hours, more than a solid part time job,online, and this stat is from 2013, I would anticipate the currentstat to be even higher (Mielach). Even media traditionally consumedvia other means, such as radio, TV, news, sports are migrating tothe internet. As a football fan I can remember in 2015 when Yahoostreamed their first game, it was streamed online as opposed tobeing broadcasted by a TV network (I forget who played, but as aBroncos fan last year was a much happier time in my life). However,the internet has many advantages, not only is it more broad in itsreach (Facebook has over 1 billion accounts as of 2016), but canalso be cheaper to access. Most small businesses use the internetto advertise exclusively (MarketingProf). Advertising online can beextremely valuable, especially as the line between entertainment,advertising and pop culture are all blurred away. Facebookmarketing allows big ticket clients who wish to advertise onFacebook to earn access to a huge wealth of marketing informationon their 1 billion customers; this includes profile data, posts,friends, and most significantly, groups and subscriptions (Chang).This data allows marketers to strike with surgical precision. Theymay already be able to tell you're looking for that exact product,and when you anticipate on buying. These ads can be sneaked intothe content you interact with in such a manner that you might noteven realize you are browsing an ad. Furthermore, watching a newsbroadcast this morning, the news anchor began discussing herweekend plans, talking about having grilled Christmas dinner withher family. She casually mentioned the brand name of the grill thatshe had used, and showed an instagram photo of her, with the brandname of the grill casually, unobtrusively, yet clearly visible.This sort of marketing via social networking is a trick as old astime, the celebrity endorsement. However, by making it less obviousto the casual viewer it merely appears as an anecdote from acelebrity, and the grill brand name merely an added bonus ofinteracting with celebrities online; discovering how they live.Even more subtle, and my favorite example of a viral marketingcampaign is the following video. I recommend watching it, withoutreading more of my post if you are unfamiliar with it. If you areunfamiliar, ask yourself if you can catch the ad.
For those of you unfamiliar did you catch the ad? Turns out thisvideo is fake, and was created by CGI with the intent of marketinga brand. I honestly saw the video, and did not detect it was fake,did not realize it was an ad. It was shared "virally" on socialnetworks. My friends were advertising on a companies behalf, andentertaining me, and did not even realize it. The ad in this video,if you haven't guessed, was the logo displayed on the wing justprior to the landing, "KILLA". This advertising was extremelyeffective for building brand awareness, and no one realized how.Personally, I had no clue who Killa was, or what they sold.However, if later in my life, if I hadn't realized the marketingaspect, if I saw the brand name Killa, I would have recognized itas a sports advertiser, and probably assumed the company was largerand more established, and hence the products moresuccessful/valuable then otherwise. I was just being primed tolater be exposed to a company, predisposed to believe in theirprowess due to a viral video.
What do you think of the effectiveness of online marketing? Howcould the firms use online marketing channels to gain competitiveadvantages?
Please provide a response to the students discussion post:
It is no secret that the internet is the next large mediamarket. American spend 23 hours, more than a solid part time job,online, and this stat is from 2013, I would anticipate the currentstat to be even higher (Mielach). Even media traditionally consumedvia other means, such as radio, TV, news, sports are migrating tothe internet. As a football fan I can remember in 2015 when Yahoostreamed their first game, it was streamed online as opposed tobeing broadcasted by a TV network (I forget who played, but as aBroncos fan last year was a much happier time in my life). However,the internet has many advantages, not only is it more broad in itsreach (Facebook has over 1 billion accounts as of 2016), but canalso be cheaper to access. Most small businesses use the internetto advertise exclusively (MarketingProf). Advertising online can beextremely valuable, especially as the line between entertainment,advertising and pop culture are all blurred away. Facebookmarketing allows big ticket clients who wish to advertise onFacebook to earn access to a huge wealth of marketing informationon their 1 billion customers; this includes profile data, posts,friends, and most significantly, groups and subscriptions (Chang).This data allows marketers to strike with surgical precision. Theymay already be able to tell you're looking for that exact product,and when you anticipate on buying. These ads can be sneaked intothe content you interact with in such a manner that you might noteven realize you are browsing an ad. Furthermore, watching a newsbroadcast this morning, the news anchor began discussing herweekend plans, talking about having grilled Christmas dinner withher family. She casually mentioned the brand name of the grill thatshe had used, and showed an instagram photo of her, with the brandname of the grill casually, unobtrusively, yet clearly visible.This sort of marketing via social networking is a trick as old astime, the celebrity endorsement. However, by making it less obviousto the casual viewer it merely appears as an anecdote from acelebrity, and the grill brand name merely an added bonus ofinteracting with celebrities online; discovering how they live.Even more subtle, and my favorite example of a viral marketingcampaign is the following video. I recommend watching it, withoutreading more of my post if you are unfamiliar with it. If you areunfamiliar, ask yourself if you can catch the ad.
For those of you unfamiliar did you catch the ad? Turns out thisvideo is fake, and was created by CGI with the intent of marketinga brand. I honestly saw the video, and did not detect it was fake,did not realize it was an ad. It was shared "virally" on socialnetworks. My friends were advertising on a companies behalf, andentertaining me, and did not even realize it. The ad in this video,if you haven't guessed, was the logo displayed on the wing justprior to the landing, "KILLA". This advertising was extremelyeffective for building brand awareness, and no one realized how.Personally, I had no clue who Killa was, or what they sold.However, if later in my life, if I hadn't realized the marketingaspect, if I saw the brand name Killa, I would have recognized itas a sports advertiser, and probably assumed the company was largerand more established, and hence the products moresuccessful/valuable then otherwise. I was just being primed tolater be exposed to a company, predisposed to believe in theirprowess due to a viral video.
