Week 3

Online Branding & Tools of Web 2.0 Marketing

The Oil Spill

• Understanding the Role of Social Media Marketing

Discuss

• You have been assembled to analyze and assess the NikeiD incident. In 15 minutes you are to report back to Phil Knight (CEO) about: – What was the reason for the NikeiD disaster?

– What are the implications of the NikeiD incident for Nike’s

online marketing strategy (name two)

?

– Based on your analysis provide two recommendations for improving Nike’s

online marketing strategy.

Discuss

• Your boss, the director of marketing at ‘

Fill in the blank Corp.’

, heard the Chapman story on the radio on her way to work and upon arrival called you guys in her office. She wants you to – analyze Chapman's 'Comcast Service Experience' story – identify two key learning points from it – and based on your analysis recommend one action for your company.

Online Branding

Online Branding

A key marketing challenge in today’s multi channel, multi-device world is

the integration of digital marketing opportunities into the traditional marketing mix

.

Leveraging the capabilities of the Internet’s

network connectivity and interactivity

to drive

revenue

is of paramount importance to today's marketer.

A Crisis?

• “Today’s marketing world is broken…We are still too dependent on marketing tactics that are not in touch with today’s consumer” – Jim Stengel, Global Marketing Officer, Procter &Gamble • “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.” – President GM North America • “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.” – Gary Loveman, CEO, Harrah’s

•

Today the customer is in charge and whoever is best at putting the customer in charge makes all the money

. Stephen F. Quinn, Senior vice president for marketing, Wal-Mart.

•

Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape

. Russ Klein, President for global marketing, innovation and strategy, Burger King

MKTG 101: Brands

• What

is

a brand?

• • Do we

need

brands?

Who

creates brands?

•

How

do you create a brand?

• How do you

value

brand?

a

Branding in the 21

st

Century brand immersion

• What is brand immersion?

• Tell me about a time that you felt immersed in a brand.

Branding in the 21

st

Century

• What makes a medium or environment immersive?

Persistent Interactive Socially networked Experiential Emotional Affective

What is this?

Immersion via Ambient Communication:

Festivals Pub talk Street stunts Online chat rooms/games/Social Network Sites

Advergaming: turning “brick” brands digital

Why advergaming?

• Advergames blur the distinction between entertainment and advertising.

– Benefit? – Web audiences can be

drawn in long enough

for marketers to deliver their messages.

– More improtantly, message appears „un-pushed“ • Advergaming used in conjunction with a competition for prizes and product promotions stimulates a whole new realm of peer-to-peer marketing.

– Benefit?

–

A viral explosion

brand.

occurs as users share the game competition with friends and ultimately bring others into contact with your

What we know of the Game Marketing Link:

 Games generate high degree of attention  Games generate comparatively long attention span    Games generate positive emotions which the player associates with the product / brand If additional information about the product / brand is offered, it will be received favorably=> credible source!

Games decrease the propensity for critical thinking during game-play: the player will not work up counter-arguments against marketing propositions

open questions

• Games as a vehicle for expression – Relationship with joys of interaction, immersion and gameplay – BUT do we forget the product? Neopets? Guiness?

• Gameplay – advertising (tradeoff?) – Is it possible for the message to get through?

In Sum: to drive the brand…

 …websites need to be more than a communication channel to customers. they must be a proposition in their own right.  …websites must be an extension of the products and services that a brand provides to its customers.

 …marketers must understand that as soon as content becomes digital, customers expect more from it.

 …you have to allow for co-creation and create “Prosumers”.

 The edge boundaries between content, advertising, and application have gone.

GROUP WORK: discuss

discuss

Identify your favorite immersive branded site Analyze what makes it a powerful brand driver Present three key learning points of your analysis

But brands are not just online…

Miller’s Man Laws

• A ridiculous invention but one that obeys the branding law of the 21 st century.

Extend Marketing Space

• Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons" • A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize.

turning a digital brand physical

In the 21

st

century, this is what your job is all about:

• Find ways to make your brand

more experiential

and hence more memorable!

– careful

spatial

planning – live, real-time, event-based nature of the brand interaction • Shift consumers’ perception and practice of what constitutes a

marketing ‘space’.

– Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands.

• as theorists of the ‘experience economy’ put it: – ‘the more effectively an experience engages the senses, the more memorable it will be’ (Pine and Gilmore, 1999: 59).

discuss

You have been hired to lead the strategy task force for digital marketing at Buick. The marketing director is at a loss because the brand seems to be losing ground with the 18-35 year old demographic.

Buick

• On a conceptual level, what do you suggest needs to be done.

• On a concrete level, develop a marketing mix to achieve the objective of brand renewal.

Let’s look at Some Tools

We focus on:

• Viral marketing • Online Forums, Wikis • Blogs (incl. Audio, Video)

Is there a Simple Formula to Success?

• No…

Turn a good story…

• …into a groundswell of communication and attention.

– Will it blend? (youtube) – Nokia N95 (blog seedings) – Mike Pedersen ( www.golf-trainer.com

, www.performbettergolf.com/blog ) – Le Cache Premium Wine Cabinets ( wine storage.blogspot.com

)

Let’s Summarize

• Advertising faces new challenges – Attention, niche demand, value of social communication • A new medium changes relationships – From customer to guest – From teller of stories to resource for stories • Brand Value: – Brand means authentic thought leadership (not one-way interruptions) – Brand value depends on the amount (and maybe quality) of social communication