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

Instagram

Facebook

Twitter

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)