Mktg350 lecture 09052013
- 1. Online & New Media Communication Pathways in Marketing SNC-MKTG350 September 4, 2013
- 2. Tonight’s Agenda: Communication Pathways in Marketing • Did you read Chapter 1: Persuasion • Difference between coercion and persuasion • Advertising • Social Media
- 3. Key Points: Persuasion • There is a difference between persuasion and coercion – Persuasion encourages based on desires (“pull”) – Coercion makes undue use of fears (“push”) • Advertising is communicating messages we know are paid for • PR obscures paid vs. objective understanding • Social media: potential to be more egalitarian, but still has all the components
- 4. Advertising vs. Social Media ADVERTISING SOCIAL MEDIA One-way communication Multi-pathway communication Controlled by advertiser Less control over message Opinion is secondary Opinion is part of it Pay more, get more coverage Pay more, get a questionable return “Broadcast” presentation “Narrowcast” presentation Delayed feedback Immediate feedback Rarely seek out your messages Potentially seek out your messages Supports sales Supports the buying decision High cost Lower cost Developing customers Developing influencers and evangelists
- 6. Advertising - History • Goes back to the Egyptians • Started as signs • As literacy widened, expanded to print 1500’s
- 7. Advertising – History 1700’s • In-line typeface presentation • No federal guidelines • Pack it all in there
- 8. Advertising – History 1800’s • Lithography images become more prevalent • Options in ads assume a widening audience of readers • Starting to differentiate through advertising
- 9. Advertising – History 1900’s • More attractive, artful • Product is part of scene • Positions WHO should be attracted to product; starts to act as a mirror, consumers can see themselves in the ads • Messaging much cleaner
- 10. Advertising – History 1900’s • Messaging much cleaner, more directive • Core appeal featured • Price positioning used more frequently
- 11. Advertising – History 1900’s • Appeals to authority • Indulging in what people already want • In the 40’s and 50’s, starts to “look” like advertising we’re familiar with now.
- 12. LESSON TO BE LEARNED HERE: Don’t write ransom notes. We have an obligation to overcome the skepticism our marketing predecessors created
- 13. How much does trust really matter? Recommendations from Friends Consumer Posted Opinions Websites TV Ads Billboards Radio Source: http://www.mediabistr o.com/alltwitter/social- vs-traditional-media- marketing_b25389
- 14. Advertising
- 16. Costs Shift when comparing advertising and social media But they don’t disappear! Online is not free. • Advertising: – Cost is direct to media channels – Can include promotions – Can include customer service/post-sales • Social Media/Online: – Cost is indirect: to posters, strategy – Post-purchase rewards are vital in new media
- 17. Authenticity Matters More in Social
- 18. Ways to be more authentic • Write clearly and specifically: don’t make grandiose claims about your product • Use sources for improved credibility • Invite feedback, critique, opinions of your customers • Use clean design, don’t “trap” people into signing up to get something you promised • Respond constructively and positively to comments and feedback
- 19. Social Media
- 21. Click to watch a video describing how to transition a boring offer to be more persuasive http://www.humanfactors.com/video/powerofp etdesign.asp Persuasive Design
- 22. Next session: • Read Chapter 1 in Analytics text • Quiz 3 • Tools of Digital Marketing – Websites and blogs – Search: Google, Bing & Yahoo • Organic results • Paid results – Email – Automated marketing tools • Eloqua, HubSpot, etc. • First blog post due: Wed., Sept 11
Editor's Notes
- #6: There are a lot of things we don’t need in this world, but the old way of marketing was to interrupt you to tell you about them.Marketing InterrupticusWe don’t need this, or this, and certainly not that. Even in another language, we still don’t need it.The old way of marketing is to push and push and push.Traditional marketing of interrupting people to push a product down their throat is ineffective and expensive. It’s caveman marketing.And it won’t work on the internet.We’re going to talk about a better way to market your valuable services and products without getting lumped in with products people don’t want.