ADPR 3100 1nd Edition Lecture 20Outline of Last Lecture I. Apple iBook CampaignII. Verification of TV ratingsIII. Recap of TV strengths/limitationsIV. Digital Marketinga. Strengthsb. Limitationsc. Scheduling/buyingOutline of Current Lecture II. Forms of digital marketinga. Email marketingb. Paid searchc. Online displayd. WebisodesIII. Consumer-led UsesIV. Convergent CampaignsV. recapCurrent LectureForms of use of digital marketing- Email marketingo Cheapo Intrusive: disliked “spam”o 78% of email traffic worldwide is spam- Paid search o Bid on search terms to associate with your producto BP in 2010 $1million on paid search 5million impressionsThese 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.- Online display ad (popups)o Print or videoo Tailored to user via IP address- tells geographical location of users- Augmented reality (AR)o Printing template- Series of webisodeso $100,000 to $1milliono Ikea, “Easy to Assemble”o American family insurance, “In Gayle We Trust”o Proctor and Gamble, “Buppies”Consumer-Led Uses- Web 2.0o 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- GPSo Locationo Timeo Wifi Mobile web- Smart phoneso Telephonyo Video/audioo Computer- Forms of useo Viral campaigns Will it blend? campaigno 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 fanso 240,000 unique visits to website Liking Twitter- 880million accounts- Followers as fan base- Merge with OOHo Geo-social media Foursquare Maps location onto social networkConvergent 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 milliono 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-locationo Localz Use Bluetooth to track smart phones, when you walk into a store the store network detects your phone and sends coupons/marketing messageso iBeacondigital 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
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