Hello ! I'm David Ho
virtual presenter from Navigator Business Academy
Today's lesson is all about
the new marketing landscape.
The Internet is the technology
that enables us to connect with each other
utilising a network of geographical separate computers
and global telecommunications infrastructure.
The web is a set of standards
using the hypertext Transfer Protocol
that enables us to create content
and services in the common language,
that can connect the formal world wide web
of services and information.
You can help your clients
to create micro websites
within the newspaper's website
and direct web traffic
to the client's campaign landing pages.
The revenue opportunities
are derived from productions of bespoke content,
microsites and landing pages.
The early online advertisers
saw digital channels as direct channels.
so they are most important marketing objectives
was sales.
The value of each interaction
was measured by how many products were sold,
if they were companies that couldn't sell
the product directly online.
For a long time,
the accepted norm in online advertising
was to present someone with the display ads
and then encourage them to click on your ad.
If they use it click and arrive at your website
you will try to encourage them
to take some kind of action.
You can help your clients
to generate customer leads
through 'Publisher Content Marketing'.
and display ads promoting those bespoke content.
Generally,
your web readers on specific sections of your website
could indicate interest of different product category
according to their behaviour of webpage consumption.
These are the audience which can be converted
to 'Marketing Qualified Leads' for your clients
who are the marketers.
In November 2016,
IKEA launched a retail therapy ad campaign
created by the Swedish advertising agency
which renamed IKEA's products
after commonly search relationship problem
in Sweden.
This video case study
looks at how search can drive product discovery
by incorporating an SEO perspective
in the product naming
while bringing a smile on people's face.
[Background music]
IKEA products have always been inspired
by how people live in the real world.
There's a variety of everyday dilemmas
that can be solved or improved by our products.
How could we remind people of this?
These days,
most of us turn to the internet for answers
when problems arise.
To prove that IKEA can be a part of the solution
we created what we like to call
"Retail therapy".
We simply renamed IKEA's products
as common Google searches
about relationship problems in Sweden.
When you googled your problem
you found an IKEA product with the exact same name
on a site identical to IKEA's main shopping site.
A product that might help you
improve your relationship at home.
so whether it's a snoring husband
and never-ending gaming son
or any other relationship problem you have
IKEA could come to the rescue
or at least put a smile on your face.
while you keep googling for an answer.
The results were overwhelming
SEO might be as boring as it gets
but this campaign was something else
something that won the hearts
of both new and old IKEA customers
all over the world.
[Background music]
Even Google themselves
praised the initiative on Twitter.
[Background music]
Thanks for googling !
[Background music]
In today's marketplace,
the act of promoting a brand has changed
as a result of the advent of digital media.
Brands are the entry point
and shortcuts to the brand for your mind.
Brands are not concrete either
they are the thoughts, feeling
and psychological relationship
between the business and the customer.
Brand is the foundation of all marketing activities.
Michael Eisner, the former CEO of Disney once said,
"a brand is a living entity"
"and it is enrich or undermine cumulatively over time."
"The products of a thousand small gesture."
The brand's emotion connection with us
is often very strong.
The late Steve Jobs
believed that people do not buy products or services
but rather they buy the feelings and experience
they get from them.
We wholeheartedly embrace some brands
giving them a special place in our lives
while we reject others today.
Our relationship with brands
it's much more complex than ever before.
Newspapers have proven time and again
how they can help big companies
build lasting relationships at the community level.
The phrase "brand affinity"
means consumers have a positive feeling
towards a brand or store.
Regional newspapers
help create that emotional connection.
If local consumers identify with ads
relating to a store around the corner,
then it's reasonable to assume
value and potential revenue exists
from investing marketing dollars
to highlight the presence of a retail brand
in a local community.
Digital media has given the consumers
a huge amount of control
in terms of messages they receive,
and how they interpret them,
and the abilities to contribute to them
and engage with them as they see fit.
Sunsilk wanted to stand out
from the cluttered shampoo market
in Vietnam
with a new campaign targeting young women
in the 20s.
Now, let's look at this video case study...
Hair is a form of communication
and that's not just because
the country boasts seven major brands
competing for women's attention.
Sunsilk shampoo needed to reconnect
with its young fashionable consumers
and to disentangle itself from it's competitors.
During our research,
we learned that the way a woman touches her hair
reflects her immediate emotions.
every stroke, twist or brush
holds a secret meaning.
So Sunsilk introduced
the Sunsilk's 'Hair Finger Comb' language.
A visual dictionary decoding the language
behind each touch of hair a woman makes.
The campaign kicked off with a story about a cute geek
who was attracted to a pretty girl
but couldn't understand the subtle gesture
that she used to express herself.
The short film was broadcast
and promoted on YouTube
and Zing TV.
Receiving more than 600,000 views
in the first month.
From there, we engaged with online banners
driving our target audience to
our Sunsilk campaigns' Zalo page,
the favourite app of our target audience
and then sticky message blasted
the news to our audience using 'Chibi' drawings
of their favourite celebrities.
When users signed into a Sunsilk's Zalo page,
they could simply upload their photo
to have our 'Chibi' maker tool
create their own 'Chibi' icon
which they could use throughout other social media.
A 'Chibi' maker contest followed
inviting girls to incorporate their knowledge
of hair finger comb language
into their 'Chibi' photo.
The winners became part of
the Sunsilk's 'Chibi' sticker collection
which could then be digitally sticker messaged
across any social media.
75,000 photos were submitted
to our 'Chibi' maker tool on Zalo,
creating more than 32,000 'Chibi' drawings.
The Sunsilk's finger comb language stickers
were downloaded 2 million times.
with 260,000 chibi stickers used per day,
the campaign market period saw
Sunsilk's market shares increased point 5 percent
across the top 4 cities
and 0.7 percent in the biggest Hanoi.
By tapping into their very own secret language,
the young women of Vietnam
finally understood the language of Sunsilk.
"Interactivity" and "Connectivity"
are two characteristics
that have changed how every marketers does the job.
If a marketing objective is achieved,
then something significant has happened.
And this normally results in the increase of investment
in the media channel
or idea that spawned it.
Interactions and engagement with ads,
time spent interacting,
shares or videos,
mentions on social site,
and measures like this are all good
for assessing the impact of a brand campaign.
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