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4. CM2# Tactics: 4Ps, content marketing and video marketing

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)
by

Ewelina Lacka

on 22 February 2016

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Transcript of 4. CM2# Tactics: 4Ps, content marketing and video marketing

Consumer Management 2

Marketing Strategy
an approach by which applying traditional marketing methods support marketing and business objectives.

vs.

eMarketing Strategy
an approach by which applying digital technology platforms support marketing and business objectives.

BOTH Marketing strategy and eMarketing strategy;
Provide a future direction to marketing activities
Involve analysis of the organisation’s external environment, internal resources and capabilities to inform strategy
Define marketing objectives that support business objectives
Involves selection of strategic options to achieve marketing objectives and create sustainable differential competitive advantage
Include strategy formulation to address typical marketing strategy options such as the target markets, positioning and specification of the marketing mix
Help identify which strategies NOT to pursue
Specify how resources will be deployed and how the organisation will be structured to achieve the strategy

eMarketing strategy development process
The Internet and the marketing mix
Product
Product is the element of marketing mix that involves reaching consumers' needs
Extended product
(additional features and benefits beyond the core product)
The impact of the Internet on Product:
Brand in an online environment
Brand advocates
- a consumer who has favorable perceptions of a brand who will talk favorably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intentions
Three aspects of a brand
rational values
emotional values
brand experience

Create a compelling, interactive experience including rich media which reflect the brand
Encourage trial
introduce
permission marketing
Price
the element of the marketing mix that involves defining product prices and pricing models
Impact of the Internet on Price:
increased price transparency
downward pressure on price
pricing approaches
Place
The element of marketing mix that involves distribution of products to consumers in line with demand and minimising cost of inventory, transport and storage
Impact of the Internet on Place
place of purchase
new channel structures
channel conflicts
virtual organisations
Promotion
The element of the marketing mix that involves communication with consumers and other stakeholders to inform them about product and the organisation
Advertising
Selling
Sales promotion
PR
Direct mail
Interactive display ads, pay-per-click search advertising
Virtual sales staff, site merchandising, online chat
Incentives (coupons, rewards, online loyalty schemes)
Online blogs, social networks
Opt-in-email
Options for varying the core product

Options for offering digital products

Options for changing the extended product

Conducting research online

Volicity of new product development and new product diffusion
The Tipping Point
The law of few
The stickiness factor
The power of context
Thank you


eCommunication tools
a set of marketing tools that the firm uses to pursue its marketing objectives in the target market

#IceBucketChallenge
#NoMakeupSelfie
Cost-plus pricing
Target- profit pricing
Competition- based pricing
Market oriented pricing

Froward auctions
Reverse auctions
Digital content;
digital product; electronic information products; information goods
Digital content
and
digital products
are conceptualized as bit-based objects distributed through electronic channels

An
i
nformation product
is any product (either good or service) whose core or primary product is information or knowledge

The Internet aims at satisfying consumer need for information
Digital content marketing
Digital content marketing
the management process responsible for identifying, anticipating and satisfying consumer requirements profitably in the context of digital content, or bit-based objects distributed through electronic channels

Digital
content
marketing
=
Marketing
+
Digital
content

Perishability
Homogeneity
Inseparability
Intangibility

Characteristics
Information
Product
Value is contextual (content value depends upon context)
Reproducibility and multiplicability (content has self-multiplicative quality)
Interactivity
Repackageability
Delivery and technology

Characteristics
Digital
content

Channel structure describes the way a manufacturer or seller delivers product/ service to its consumer (including digital information products!)

Disintermediation
Reintermediation

Access
Price
Item based-pricing; items pricing for viewing or downloading (e.g. pay-per-view, pay-per-download)
Subscriptions
Contracts and licenses

Why content?
You are nothing online if you do not produce content!

Content adds value to consumers
Content is everywhere
Content takes different forms
It is used to engage, interact and influence consumers
It allows to contact consumers along all phases of the consumer life cycle
It is a powerful brand-building and business-building tool

Entry barriers do not exist
Suitable for all companies
No cost of publishing, printing, distributing content online
Impact search results/ social media
Time investment

‘Create a useful, information-rich site, and write pages
that clearly and accurately describe your content’
Google
Content strategy
Content strategy
is a process of planning and development of how marketers intend to attract and engage with chosen audience via content

Planning content strategy
Who do I want to
target
?
Is there a
specific topic
or niche where you want to excel?
What do I want those I target to
associate with our brand
?
What
information
are my consumers looking for?
What
type of content
do my consumers look for?
How can I
keep existing consumers
happy?
How can I
attract new consumers
?
What do we like/ dislike about
competitors’ content
strategy?
Is there anything I do not want to highlight about our brand?
What overall
business objective
do I want to achieve from my content marketing?

Translate brand essence
Carry out market research & identify persona
Create content pillars
Match content format to objectives
Run content audit
‘Effective content in a social setting is content that is
based around the brand’s story
.
It must also fulfill the brand’s overarching
business objectives
and help drive consumers down the leads funnel to
induce a purchase
,
sign up or enquire
. Successful brands manage to place their consumers at the heart of their story so that they are able to relate it to their lives and will therefore be in better position to buy’

News and blog content;
quick and easy way to up date the website, increase search results and enrich social strategy
Fea
tures, guides and interviews;
can be used for outreach and amplification purposes
White papers;
identifies main issues within a business sector, positions company as a brand leader
E-books
; help to generate new business leads.
Infographics;
a graphical representation of data
Video;
a visual content that aims to engage consumers
Photographs
; photographic content

Digital
content

Core product
(the fundamental features of the product that meet users' needs)
Video marketing
Video content
videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer,these are usually not directly promotional, but instead provide shareable content that gives value to the viewer
Video ads
Adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online, or custom ads made specifically for the web.
Content production
Brainstorm ideas
Create content calendar
Publish and promote content





Blogger outreach
Native advertising


Native advertising
are contextually relevant posts that combine paid, owned and earned media into clearly labeled branded message



Options for varying the core product



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