Part 5 Marketing: Developing Relationships © 2015 McGraw-Hill Education. 13-2 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 13-3 Learning Objectives LO 13-1 Define digital media and digital marketing and recognize their increasing value in strategic planning. LO 13-2 Demonstrate the role of digital marketing and social networking in today’s business environment. LO 13-3 Show how digital media affects the marketing mix. LO 13-4 Define social networking and illustrate how businesses can use different types of social networking media. LO 13-5 Identify legal and ethical considerations in digital media. 13-4 Growth and Benefits of Digital Communication E-Business • Carrying out the goals of business through utilization of the Internet Digital Media • Electronic media that function using digital codes via computers, cellular phones, smart phones, and other digital devices that have been released in recent years Digital Marketing • Uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers 13-5 Growth and Benefits of Digital Communication • Forge relationships with consumers and business customers Digital media has created • Target markets more tremendous precisely opportunities for businesses • Reach previously to: inaccessible markets at home and around the world 13-6 Using Digital Media in Business • Fast and inexpensive communication Digital media have created • More interactive new ways of • Easier comparison doing business shopping and shopping • Easier to conduct marketing research and advertise 13-7 Digital Media and the Marketing Mix Some key differences between digital and traditional media in the marketing mix: Communications are richer, faster, and more interactive They help marketers utilize new resources in seeking out and communicating with customers Companies can reach target markets more easily, affordably, and quickly 13-8 Digital Media and the Marketing Mix To coordinate activities and communicate with employees, customers, and suppliers, marketers use: • E-mail • Mobile phones • Social networking • Wikis • Media sharing • Blogs • Video conferencing 13-9 Product Considerations Digital media connectivity creates opportunities to add services and benefits to products • Some products only available digitally • Businesses can offer more items online than they could in a retail store • Internet can make it easier to learn about and anticipate consumer needs • Fierce competition makes quality product and service offerings more important than ever 13-10 Distribution Considerations The Internet is a new distribution channel for making products available at the right time, at the right place, and in the right quantities Processing orders electronically can reduce inefficiencies, cost, and redundancies Can also increase speed throughout the marketing channel Shipping times and costs are important to customers Many companies offer low shipping costs or next-day delivery 13-11 Promotion Considerations Promotion is one of the best applications for digital media: • Increasing brand awareness • Connecting with consumers • Taking advantage of social networks or virtual worlds to form relationships and generate positive publicity about products • Online promotion allows consumers to read customergenerated content before making purchasing decisions • Consumer consumption patterns are changing and marketers must adapt their promotional efforts to meet them 13-12 Pricing Considerations The most flexible element of the marketing mix Digital marketing can enhance a product’s value by providing service, information, and convenience Discounts and sales can be quickly communicated Deals websites allow consumers to compare prices of products 13-13 Social Networking Social Network • A web-based meeting place for friends, family, coworkers, and peers that lets users create a profile and connect with other users for a wide range of purposes Build relationships with customers Provide product information Learn about customer needs Contact new target markets 13-14 Types of Consumer-Generated Marketing and Digital Media Two factors sparked the increase in consumer generated information: 1. Increased tendency for consumers to publish their thoughts, opinions, reviews, and product discussion via blogs or digital media 2. Consumers’ tendencies to trust other consumers over corporations o Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions 13-15 Social Networks Increase in social networking across the world is exponential It is estimated that adults spend one of every five online minutes on social networking sites As social networks evolve both marketers and the owners of social networking sites are realizing the opportunities such networks offer o Large reach for the advertiser o Influx of advertising of advertising dollars for site owners 13-16 Myspace Offers users the chance to create a profile and connect with other Myspace members across the world Emerging musicians are using Myspace to record and share their music and users can create social playlists of music from famous artists For businesses, Myspace can be a creative means of marketing through the use of profiles, advertising, music, videos, and other forms of online media 13-17 Facebook The most popular social networking site in the world Appeals to a broad demographic Fastest-growing demographic is consumers 55 and over Encourages consumer interaction with companies and products Low-cost means of advertising Useful for the creation of relationships that mutually benefit the marketing business and the customer 13-18 Twitter Twitter is a hybrid social networking and microblogging site that asks users one simple questions: o “What are you doing?” Allows 140 characters or less Approximately 23% of users report that they follow businesses on Twitter Companies announce sales, promotions, and product updates via tweets Can help (re)build customer relationships Firms are using Twitter to gain a competitive advantage 13-19 Sponsored Content Marketing Videos One of the best ways to get someone’s attention is to tell a story, and in the digital age it is even more effective to tell that story in a short online video These stories can be informational in the form of how-to videos or learning videos that give people tips on how to use products as they were intended or in a new way. Some examples include videos on how to get the best curls with a curling iron or tips on applying makeup. Within the video, the viewer will see a brand logo but the message of the video is not about the brand. The point of these videos is indirect advertising where the viewer is not seeing the content as promotional. Companies will get these videos on different online outlets such as BuzzFeed, and they have the potential to go viral. SOURCE: William Launder. “Marketers Seek Extra Edge to Go Viral”. www.wsj.com. August 25, 2013. http://online.wsj.com/article/SB10001424127887323980604579031391201753578.html. (accessed September 25, 2013) 13-20 Blogs and Wikis Blog • A web-based journal in which a writer can editorialize and interact with other Internet users • More than ¾ of Internet users read blogs • Give consumers power over companies because they cannot control what bloggers write Wiki • Software that creates an interface that enables users to add or edit the content of some types of websites • Monitoring relevant wikis can provide companies with a better idea of how consumers feel about the company or brand ? Did you know? Searching is the most popular online activity, while social networking and blogging are fourth 13-21 Media Sharing Video Sharing Photo Sharing • Allows virtually anybody to upload videos to the Internet • Gives companies the opportunity to upload ads and informational videos about their products • Companies increasingly use consumergenerated content for ads rather than professional ad agencies • Allows users to upload, edit, and share photos • Opportunity for companies to market themselves visually by displaying snapshots of company events, staff, and/or products 13-22 Media Sharing Viral Marketing Podcast • A marketing tool that uses the Internet, particularly social networking and video sharing sites, to spread a message and create brand awareness • An audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers • Good marketing tool for reaching the 1829 demographic • Convenient, offer users the ability to listen to or view content when and where they choose 13-23 Virtual Worlds Allow users to select an avatar and live out an alternative life online Many virtual worlds allow users to buy and sell goods, services, and even real estate—all while spending real money Firms are looking toward virtual worlds to familiarize consumers with their products and services Firms are using virtual technology for recruiting purposes By interacting with the public virtually, businesses hope to connect with younger generations of consumers 13-24 Mobile Marketing Consumers increasingly do their business and shopping from mobile devices and smartphones Requires marketers to adapt to new technologies and consumption patterns Marketers spent $1.2 billion on mobile marketing in 2011 E-commerce sales on smart phones totaled $5 billion in 2011 Marketers expect this number to rise in upcoming years 13-25 Common Mobile Marketing Tools SMS Messages • Text messages of 160 words or less • An effective way to send coupons to prospective customers Multimedia Messages • Takes SMS messaging a step further by allowing companies to send video, audio, photos, and other types of media over mobile devices Mobile Advertisements • Visual advertisements that appear on mobile devices • Companies might choose to advertise through search engines, websites, or even games accessed on mobile devices 13-26 Common Mobile Marketing Tools Mobile Websites • Websites designed for mobile devices • Mobile devices constitute 7% of web traffic Location-Based Networks • Built for mobile devices • One of the most popular is Foursquare, which lets users check in and share their location with others Mobile Applications (known as apps) • Software programs that run on mobile devices and give users access to certain content • Businesses release apps to help consumers access more information about their company or to provide incentives 13-27 Mini Movies and Trailers to Sell Real Estate Real estate agents and developers have taken to hiring directors and actors to make mini movies or movie trailers to sell luxury homes This trend has proven effective in a market where there is slow growth and buyers don’t want to travel to see the property These mini movies last three to five minutes and are tailored to the type of person the home is designed to attract If the location looks like a bachelor pad, the story line of the movie shows a younger male getting home from work and preparing for a night out Other locations that are fit for a family, will show a family living in the house and the story line will take them through all the rooms so the viewer gets a full view of the location SOURCE: Candace Jackson. “Your House Is Ready For Its Close-Up”. www.wsj.com August 22, 2013. http://online.wsj.com/article/SB10001424127887324823804579016701333363072.html. (accessed September 25, 2013) 13-28 Applications Applications are adding an entirely new layer to the marketing environment Approximately half of all American adult cell phone users have applications on their mobile devices Most important feature of apps is the convenience and cost savings they offer to the consumer Companies are beginning to use mobile marketing to offer additional incentives to customers An estimated 70% of U.S. consumers will own smart phones by 2014 13-29 QR Codes QR codes are black-and-white squares that sometimes appear in magazines, posters, and storefront displays Users who downloaded QR scanning app can open their smart phone and scan the code which contains a hidden message accessible with the app QR scanning app recognizes the code and opens the link, video, or image on the phone’s screen Marketers are using QR codes to promote their companies and offer consumer discounts 13-30 Widgets Widgets are small bits of software on a website, desktop, or mobile device that enables users “to interface with the application and operating system” Have been used by companies as a form of viral marketing Users can download the widget and send it to their friends with a click of the button Can update the user on the latest company or product information, enhancing relationship marketing between firms and their fans 13-31 Using Digital Media to Reach Consumers Customer-generated communications and digital media take some of the professional marketer’s power to control and dispense information and place it in the hands of consumers Marketers can use digital media to get better and more targeted information about the consumer Essential that marketers focus on: The changing social behaviors of consumers The ways in which they gather and use information The way the Internet is enabling them to get involved in the marketing process As in traditional marketing efforts, marketers need to know their target market 13-32 Using Digital Media to Learn about Consumers Marketing research and information systems can use digital media and social networking sites to: Gather data on consumers Ask consumers about preferences Twitter, Facebook, and Myspace can be good substitutes for focus groups Online surveys can serve as an alternative to mail, telephone, or personal interview Crowdsourcing involves using communities of interested consumers to gather input and feedback for marketing purposes 13-33 Using Digital Media to Learn about Consumers Consumer feedback is an important part of the digital media equation 25% of the U.S. online population reads consumergenerated ratings and reviews Digital media forums do allow businesses to closely monitor what their customers are saying Business can communicate with consumers to address problems or complaints much more easily than through traditional communication channels Many companies do not yet take full advantage of the digital tools at their disposal 13-34 Legal and Social Issues in Internet Marketing The extraordinary growth of information technology, the Internet, and social networks has generated many legal and social issues for consumers and businesses Privacy concerns Risk of identity theft Risk of online fraud Need to protect intellectual property U.S. Federal Trade Commission (FTC) compiles an annual list of consumer complaints related to the Internet and digital media 13-35 Privacy Current technology has made it possible for marketers to amass vast quantities of personal information, often without consumers’ knowledge, and to share and sell this information to interested third parties Cookies are often used for tracking & scraping is an activity where companies offer to collect personal information from social networking sites and other forums Laws and regulations have difficulty keeping up with the rapidlychanging Internet Federal Trade Commission considering creating legislation that limits information companies can gather online, possibly: An online privacy “Bill of Rights” to protect consumers from having their information tracked without permission o Many web advertisers are attempting self-regulation 13-36 Identity Theft Identity Theft • When criminals obtain personal information that allows them to impersonate someone else in order to use their credit to access financial accounts and make purchases Security breaches are serious threat to organizations and individuals Phishing is using a counterfeit of a familiar website to deceive people into divulging private information To deter identity theft, the National Fraud Center wants financial institutions to implement new technologies such as digital certificates, digital signatures, and biometrics (the use of fingerprinting or retina scanning) 13-37 Online Fraud Online Fraud • Any attempt to conduct fraudulent activities online Cybercriminals are increasingly using online social networking sites and other digital media to commit fraud They sometimes use social networking sites to pose as charities and collect donations Another tactic is to create typosquatting sites based on common misspellings of search engines or social networks Faecbook vs. facebook Always be careful what information you give out when online; and use trusted sites whenever possible 13-38 Intellectual Property Intellectual property can include songs, movies, books, and software Such intellectual property consists of the ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others It is generally protected by patents and copyrights, but these can be difficult to enforce globally Piracy and illegal sharing costs global industries billions annually 90% of illegal software copying is done by businesses 13-39 Digital Media’s Impact on Marketing Digital media can make your company more efficient and productive Transition to digital media can be challenging Correct blend of traditional and digital media in marketing mix takes time and consideration Future marketing opportunities will require a knowledge of digital media and how to use them New media may require employees with new skills or additional training for current employees 13-40 Discussion ? ? How is the Internet changing the practice of marketing? What impact do digital media have on the marketing mix?