ADPR 3100 1nd Edition Lecture 20 Outline of Last Lecture I Apple iBook Campaign II Verification of TV ratings III Recap of TV strengths limitations IV Digital Marketing a Strengths b Limitations c Scheduling buying Outline of Current Lecture II Forms of digital marketing a Email marketing b Paid search c Online display d Webisodes III Consumer led Uses IV Convergent Campaigns V recap Current Lecture Forms of use of digital marketing Email marketing o Cheap o Intrusive disliked spam o 78 of email traffic worldwide is spam Paid search o Bid on search terms to associate with your product o BP in 2010 1million on paid search 5million impressions Online display ad popups o Print or video o Tailored to user via IP address tells geographical location of users Augmented reality AR o Printing template Series of webisodes These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o o o o 100 000 to 1million Ikea Easy to Assemble American family insurance In Gayle We Trust Proctor and Gamble Buppies Consumer Led Uses Web 2 0 o 1999 different way of thinking about what the web is Means to transport both ways not just one way Web is interactive not screenfuls of text and graphics but means of transport not just delivery Enabling convergence of different media GPS o Location o Time o Wifi Mobile web Smart phones o Telephony o Video audio o Computer Forms of use o Viral campaigns Will it blend campaign o Face recognition Nike Free Face campaign Nike Free shoes ultra flexible o User commercials Possible with video sharing youtube Contests Doritos Crash the Super Bowl o Social media Facebook Twitter User created markets Social media fanbases Starbucks 12 7million Facebook fans Coke 10 7million Facebook fans o 240 000 unique visits to website Liking Twitter 880million accounts Followers as fan base Merge with OOH o Geo social media Foursquare Maps location onto social network Convergent campaigns Digital used in conjunction with other media Sony Ericsson Winter 2012 o Sweden Old Spice Summer 2010 o Tv spot views on web 34 7 million o How to capitalize on popularity Response campaign launched after tv spots were done Solid three days in a hotel room set up like a tv studio People send in questions to old spice guy Day 1 11 hours 87 short videos one every 7 minutes QR codes quick response Micro location o Localz Use Bluetooth to track smart phones when you walk into a store the store network detects your phone and sends coupons marketing messages o iBeacon digital media recap relatively low cost engaging timely extremely precise targeting producer led paradigm uses deliver producer messages consumer led paradigm uses consumer co production integration into convergent campaigns key
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