Marketing. Assignment 2
PRESENTATION Outline the Prom. Mix and the digital channels available.
Which elements of mix used
Caffery
Hootsuite
Kotler
How they will achieve objectives/ designed to attract and persuade
How they will attract and persuade the audience
How you will measure success
intrinsic motivation through storytelling
Storygiving: Tiffany article
Extrinsic motivation through competition
Tiffany
Hootsuite
Modelling customer loyalty Journal
Analytic tools
Content calendar
integrated approach
directing to website
encouraging customer engagement
competitions
Storytelling
Rationale. AIDA Model State importance and application of DM tools
Attention
use of colourful eye-catching images.
Short posts with important detail
follow other Social Media accounts to create awareness
use tagging properly
create controversy
However, future focused and emotive posts product positive results in engagement
Comm. effectively about CSR on Twitter
Search for potential customers
Affiliate Marketing
Channels chosen: Integrated with each other
e-newsletters
Website
allows purchasing
access to attained segmented and target markets. Those signed up have chosen to receive the emails and are already interested in the product.
Visual engagement: great way for customers to engage in storytelling. Great platform to create photo and video entry competitions.
Tiffinay Journal
Hootsuite
sproutsocial
Sproutsocial
Caffery
strategic marketing
Widest age demographic
sproutsocial
Interest
Storytelling
Contradiction Lagrosen 2005
Brand Performances in SM
Tiffany
Comm. effectivley about CAR on Twitter
Bagozzi
Narrative Processing
Aristotle
Pleasure tragedy and aristotelian psyc.
Aristotle: Catharsis
Herding Cats
Desire
Storytelling leads to engagement. People like being part of the story and to feel associated with their chosen brand
Tiffany: Customer generated content
When consumers and brands talk Article
brands become emic in their approach of observing cultural phenomena, as they participate in the culture being studied
WoM
Networked Narratives: Understanding eWoM article
causal infernces in self-branded consumers can influence to form these connections, making brands meaningful to the consumer
Narrative Processing
following a SM story allows the consumer to fulful the intrinsic desire for to problem-solve, and for to discover the ending of the story
When consumers and brands talk article
Brand performances in SM article
Tiffany
Action
Expectation Confirmation Theory
Looking forwars 2000. Article
WoM/ positive reviews and customer engagement
WoM article
Tiffany
ECT: Imact of tweets on Box Office revenue
Modelling customer loyalty from an integrative perspective (ECT/ self-determination) article
Links to website allowing options to purchase
integrated access across all platforms
Hootsuite
Sproutsocial
Competitions
Photo-based are best on Instagram
Include rewards
Tiffany
Competitions are extrinsic motivators
INTEREST
a) Provide clear information about the products, which include a brief description of their main features, price, and pictures. b) Pictures of products (if relevant) should be of different angles. c) Provide clear information about the company (business owner), which includes the name of the company (or owner), contact number, and link to the website. d) Provide timely and up-to-date information about products or service offered. e) Once a new product is released, advertise (including tweeting) quickly in social media.
DESIRE
a) Give promotions – special discounts, buy one get one, early birds, etc. b) Organize contest and free gifts. c) Update social media “wall” regularly. d) Provide catchy “wall” notes with attractive pictures of products of regularly. e) Monitor the comments and feedback from followers and responding quickly.
ACTION
a) Clear ordering process. b) Clear information on payment options (e.g. bank in directly, via checks, online payment via e-comm website) c) Delivery options (self-pickup/delivery)