Changing Nature of Marketing Communications: Traditional Media & Interactive MC Marketing Communications MSc Marketing Management (Lecture 5) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk Marke&ng Communica&ons 2016, Faculty of Management, BU
Source: h*p://www.internetlivestats.com/internet-‐users/
Source: h*p://www.internetlivestats.com/internet-‐users/#byregion
Source: h*p://www.internetlivestats.com/total-‐number-‐of-‐websites/
h*p://www.internetlivestats.com/ Â Â
Source: h*p://was-‐gb.wascdn.net/wp-‐content/uploads/2014/12/Screen-‐ Shot-‐2014-‐12-‐11-‐at-‐16.55.28.png
Stats for 2015
h*p://www.smarEnsights.com/social-‐media-‐markeEng/social-‐media-‐strategy/new-‐ global-‐social-‐media-‐research/
Source: h*p://www.dw.de/image/0,,17601162_401,00.gif
Source: h*p://cdn0.vox-‐cdn.com/uploads/chorus_asset/file/1004870/ chartoLheday_2570_Most_popular_social_apps_among_millennials_n.0.jpg
Social Media Touchpoints
Source: Tuten and Solomon, 2015. Social media markeEng, p. 84.
The 43-‐Hour Media Day
Source: Yahoo and OMD (2006).
Media -‐ AcEve -‐ Passive
-‐ AdverEsing media -‐ Digital media -‐ PromoEonal media
-‐ Electronic -‐ Print
2 Core Metrics: -‐ Influence -‐ Engagement
Key trends: -‐ Convergence of media -‐ FragmentaEon -‐ PersonalisaEon -‐ Permission-‐based MC -‐ ROI measurability -‐ Emergence of new capabiliEes
-‐ TradiEonal -‐ Non-‐tradiEonal
Digi&sa&on Â
Digi&sa&on Impact on MC • • • • • • •
24/7 MulEmedia Ubiquity Global availability InteracEvity 1-‐2-‐1 and micromarkeEng IntegraEon
“digital marke&ng is dead”
“we are now in an era of ‘post-‐ digital’ marke&ng”
(Friedlein 2014)
KEY for 2016! Social Media Op&misa&on Mobile (op&mising all plaUorms) Personalised Engagement – think E-‐MAIL! Messaging Social Media Ads Video Content – Social Videos (i.e. Tweet TV) & Segmen&sing Video Content Storytelling (“key to customer’s heart”)
Changing nature of relaEonships
Control Â
Influence Model ! Convic&on
Crea&vity
Advocacy
Crea&ng mutual value
Crea&ng presence
Crea&ng rela&onships
Collabora&on
Digital Revolu8on: Implica8ons for Marke8ng
Digital Consumer & Customer
Read this report about the latest research on digitally engaged consumer: h*p:// www.markeEngresearch.org/alert-‐magazine-‐first-‐quarter-‐2014-‐a-‐4-‐dimensional-‐view-‐of-‐the-‐ digitally-‐engaged-‐consumer
Rethinking Market Research • • • • • • • •
New Science Increase of accessibility to and amount of secondary data Relevant & Emely informaEon Low or Zero cost for access (Search engines, Google, Yahoo, Bing) Access inside consumer’s ‘mind’ (blogs, communiEes, SN) -‐ UGC Primary data collecEon capability expansion (Speed & Cost efficiency) Digital means to conduct research: synchronous environment, real-‐Eme chat room Measurement and EffecEve, relevant data Usage
Research plaUorms
Checking for influencers, blogs, pundits, new, trends …. – this informs your Content Plan!
haps://www.google.co.uk/alerts Â
hap://addictoma&c.com
Addictoma&c searches
hap:// www.socialbearing .com
hap://www.twazzup.com
Social Media
(Howie 2014)
It is not so new as we think ….
Evolving con&nuously
Global Fragmented
Highlights for businesses/brands
Social Media • Business Models driven by interacEon rather than transacEon (dCRM touch points) • CreaEon of brand advocates not just ads (Investment into social leadership) • Listen, than engage • Investment into tools and experEse (SRO) • ROI – Return on Involvement • Use of mulEple interfaces
Social Media: CREATIVITY
Social Media (cont): RELEVANCE
Social Media (cont): HASHTAG #StartsToday #putacanonit #tweenromtheseat #bareselfie
The Selfie Syndrome
The Selfie Syndrome “Ellen Oscar Selfie Officially Most Retweeted Photo Ever, 2.5 Million and CounEng” “Selfie trend pushing demand for plasEc surgery”
h*p://blog.marketo.com/2014/01/evoluEon-‐of-‐the-‐selfie-‐obsessed-‐generaEon-‐ infographic.html
h*p://campbellrowley.com/case_study/ loughborough-‐university-‐iamin-‐campaign/
UGC – Par&cipa&on and co-‐crea&on
AssumpEon is CONTENT is CHEAP, RELEVANT CREATED for YOU
h*ps://books.google.co.uk/books?id=X5wq8Oai37UC&pg=PA413&lpg=PA413&dq=user+generated +content+becker+2008&source=bl&ots=MRvyZOIYVH&sig=CJJi6VndGQUWAJcdhWnK-‐ zPhJs&hl=en&sa=X&ei=ZPztVMD6JpKw7AaLt4DwCQ&ved=0CEEQ6AEwAw
UGC But you need: a CriEcal Mass – Community a Segmented Community a Purpose (communiEes with a purpose are more acEve)
Curate, seed, & CONTRIBUTE
BUT is it all good?
The Amateur Culture
The Long Tail
Guerilla & Experien8al Marke8ng • Limited budget, effecEve message → Reach wider audience • Key elements: CreaEvity, unexpectedness, ‘more with less’ • Breaking rules
• Focus on ConsumpEon • Entertainment + Product (Service) + Climate + Context + ALer ‘care’ = Value ProposiEon (e.g., Starbucks)