Internet Marketing
Content
INTERNET MARKETING
TRADITIONAL MARKETING
• TV . • RADIO . • NEWSPAPERS , MAGAZINES , YELLOW PAGES . • BILLBOARDS . • ROAD SHOWS .
•E MAILS . •MOBILE MARKETING . •BULK SMS .
INTERNET MARKETING /DIGITAL MARKETING/ i – MARKETING /e – MARKETING / ONLINE MARKETING / WEB MARKETING
SEARCH ENGINE MARKETING GOOGLE ADWORDS . YAHOO ! SEARCH MARKETING . MICROSOFT ADCENTER .
SOCIAL MEDIA MARKETING
DISPLAY ADVERTISING
•TWITTER •FACEBOOK •YOUTUBE •ORKUT •LINKEDIN
USE OF BANNER ADS PLACED ON THIRD PARTY WEBSITE TO DRIVE TRAFFIC TO COMPANY’S OWN WEBSITE .
CASE STUDY
EFFECTIVE USE OF SOCIAL MEDIA FOR PRODUCT LAUNCH FORD FIESTA ( 2009 )
BACKGROUND
FORD WANTED TO LAUNCH SUB COMPACT CAR FIESTA IN USA IN 2010 , SO IT LAUNCHED ‘ FIESTA MOVEMENT ’ IN 2009 .
STRATEGY
FORD SELECTED 100 PARTICIPANTS FROM 4000 VIDEO SUBMISSIONS . THESE PEOPLE RECEIVED CARS FOR 6 MONTHS IN EXCHANGE FOR AGREEING TO POST BLOGS ON SITES LIKE FACEBOOK , YOU TUBE AND TWITTER . FORD ALSO CARRIED OUT BACKGROUND CHECKS OF THESE PEOPLE THAT INCLUDED APPLICANTS’ DRIVING HISTORIES. FORD WAS HOPING TO CREATE ‘ OPINION LEADERS ’ WHO COULD TELL DIGITAL STORIES .
STRATEGY
THE CAMPAIGN WASN’T WITHOUT RISKS . FORD WAS UNSURE ABOUT CONTROL OVER ONLINE MATERIAL WHICH WAS SUPPOSED TO BE POSTED BY 100 PARTICIPANTS . PEOPLE COULD BE CRITICAL OF THE CAR AND FORD WOULDN’T HAVE MECHANISM TO STOP IT .
SOME CRITICS SAID THAT IT WAS NOT BAD STRATEGY EVEN THOUGH SOME PEOPLE WOULD GIVE NEGATIVE COMMENTS BECAUSE POTENTIAL CONSUMERS WOULD CONSIDER ALL TYPE OF REVIEWS BEFORE PURCHASING A CAR . MANY PEOPLE CHOSEN TO GET CARS FREE FOR 6 MONTHS WERE INTERVIEWED BY NEWSPAPERS AND TV CHANNELS .
RESULT
THE CAMPAIGN WAS A SUCCESS FOR FOLLOWING REASONS :1. PEOPLE TRUSTED REAL PEOPLE WHO WERE COMMENTING RATHER THAN CORPORATIONS . 2. 100 PEOPLE SELECTED WERE SOCIALLY VIBRANT AND THEY COULD SPREAD POSITIVE WORD OF MOUTH ABOUT FORD FIESTA . 3. THE COMMENTS WERE 100 PEOPLE WERE AGGREGATED ON FORD FIESTA MOVEMENT WEBSITE WITHOUT EDITING IT . 4. MULTIPLE SOCIAL MEDIA CHANNELS LIKE FACEBOOK , TWITTER AND YOUTUBE CREATED DIGITAL BUZZ .
CASE STUDY
CAN SOCIAL MEDIA MARKETING BECOME UGLY ? DOMINO’S PIZZA UNDER ATTACK
STORY
IN APRIL 2009 , 2 DOMINO’S PIZZA EMPLOYEES MICHAEL SETZER , 32 AND KRISTY HAMMONDS , 31 FILMED A PRANK IN THE RESTAURANT’S KITCHEN AND POSTED IT ON YOU TUBE . IN THE VIDEO MICHAEL PREPARED SANDWICHES FOR DELIVERY WHILE PUTTING CHEESE UP HIS NOSE , NASAL MUCUS ON SANDWICHES AND WIPING HIS BUTTOCKS WITH A SPONGE INSIDE THE KITCHEN , WHILE KRISTY PROVIDED NARRATION ‘ IN ABOUT 5 MINUTES IT WILL BE SENT OUT ON DELIVERY WHERE SOMEBODY WILL BE EATING THESE , YES , EATING THEM AND LITTLE DID THEY KNOW THAT CHEESE WAS IN HIS NOSE AND THERE WAS SOME LETHAL GAS THAT ENDED UP ON THEIR SALAMI . NOW THAT IS HOW WE ROLL AT DOMINO’S ’ .
EFFECT
WITHIN A DAY OR TWO , THE VIDEO HAD BEEN VIEWED MORE THAN 10 LAKH TIMES ON YOU TUBE . ON THE 1ST PAGE OF GOOGLE SEARCH FOR ‘ DOMINOS ’ THERE WERE 5 REFERENCES ABOUT THE INCIDENCE OUT OF 12 RESULTS . THROUGH TWITTER DISCUSSIONS ABOUT DOMINO’S HAD ALREADY SPREAD . AN ONLINE RESEARCH FIRM YOUGOV CONFIRMED THAT IN 48 HOURS DOMINO’S BRAND EQUITY WENT FROM +VE TO –VE . HCD RESEARCH CONDUCTED A NATIONAL STUDY WHERE 65% RESPONDENTS WHO WOULD PREVIOUSLY VISIT DOMINO’S OR ORDER DOMINO’S PIZZA SAID THAT THEY WERE LESS LIKELY TO VISIT DOMINO’S PIZZA AFTER VIEWING THE OFFENSIVE VIDEO .
COMPANY RESPONSE
THE COMPANY DID NOT RESPOND FOR 48 HOURS . DOMINO’S SPOKESMAN TIM MCINTYRE LATER SAID THAT , EXECUTIVES AT DOMINO’S DID NOT RESPOND AGRESSIVELY HOPING THE CONTROVERSY WOULD QUIET DOWN . THE COMPANY CREATED A TWITTER ACCOUNT TO ANSWER QUESTIONS . PATRICK DOYLE THE PRESIDENT APPEARED IN A VIDEO ON YOU TUBE . HE APOLOGIZED . HE SAID THAT 2 EMPLOYEES HAD BEEN FIRED , EVEN THOUGH 2 OF THEM SAID THAT THEY HAD NEVER ACTUALLY DELIVERED THE FOOD .
CASE STUDY
DOVE ONSLAUGHT CAMPAIGN – YOUR BRAND IS WHAT YOUR CUSTOMERS SAY
THE ONSLAUGHT CAMPAIGN
HERE UNILEVER TELLS PARENTS TO PROTECT SELF ESTEEM OF YOUNG GIRLS FROM BEAUTY INDUSTRY THAT SETS IMPOSSIBLY HIGH STANDARDS .
PARODY
GREENPEACE HAS COME OUT WITH CAMPAIGN IN WHICH IT ALLEGES UNILEVER OF USING PALM OIL IN THEIR PRODUCTS BY CUTTING TREES OF FORESTS IN INDONESIA AND HARMING COUNTRY’S BEAUTY .
CASE STUDY
HOW TO TACKLE SOCIAL MEDIA MARKETING – BURGER KING’S ‘ WHOPPER SACRIFICE ’ CAMPAIGN
IN ‘ WHOPPER SACRIFICE ’ CAMPAIGN CONSUMERS WERE AWARDED A FREE WHOPPER IN EXCHANGE FOR DEFRIENDING 10 PEOPLE ON FACEBOOK . THE AIM OF CAMPAIGN WAS TO BUILD BETTER RELATIONSHIP WITH CUSTOMER AND DRIVE SALES . THE CAMPAIGN FEATURED TAGLINES LIKE ‘ FRIENDSHIP IS STRONG BUT THE WHOPPER IS STRONGER ’ . THE CAMPAIGN WAS NOT A HUGE SUCCESS FOR FACEBOOK BECAUSE NUMBER OF FRIENDS IS DIRECTLY RELATED TO FACEBOOK’S PROFITS . FACEBOOK ASKED BURGER KING TO TWEAK ONE OF MAIN FEATURES OF CAMPAIGN . BUT BURGER KING CITED PHILOSOPHICAL DIFFERENCES WITH FACEBOOK AND SHUT THE CAMPAIGN COMPLETELY . THE CAMPAIGN WAS LAUNCHED ON JAN 5 , 2009 ANF RAN FOR AROUND 10 DAYS . BEFORE THE CAMPAIGN ENDED AROUND 2.5 LAKH FRIENDSHIPS WERE SACRIFICED FOR FREE BURGERS.
CASE STUDY DIET COKE AND MENTOS
THERE WAS MOCKUMENTARY POSTED ON YOU TUBE WHICH SHOWED EXPLOSION IF MENTOS IS PUT IN DIET COKE BOTTLE. COKE MANAGEMENT DID NOT REACT TO THIS .
TRADITIONAL MARKETING
• TV . • RADIO . • NEWSPAPERS , MAGAZINES , YELLOW PAGES . • BILLBOARDS . • ROAD SHOWS .
•E MAILS . •MOBILE MARKETING . •BULK SMS .
INTERNET MARKETING /DIGITAL MARKETING/ i – MARKETING /e – MARKETING / ONLINE MARKETING / WEB MARKETING
SEARCH ENGINE MARKETING GOOGLE ADWORDS . YAHOO ! SEARCH MARKETING . MICROSOFT ADCENTER .
SOCIAL MEDIA MARKETING
DISPLAY ADVERTISING
•TWITTER •FACEBOOK •YOUTUBE •ORKUT •LINKEDIN
USE OF BANNER ADS PLACED ON THIRD PARTY WEBSITE TO DRIVE TRAFFIC TO COMPANY’S OWN WEBSITE .
CASE STUDY
EFFECTIVE USE OF SOCIAL MEDIA FOR PRODUCT LAUNCH FORD FIESTA ( 2009 )
BACKGROUND
FORD WANTED TO LAUNCH SUB COMPACT CAR FIESTA IN USA IN 2010 , SO IT LAUNCHED ‘ FIESTA MOVEMENT ’ IN 2009 .
STRATEGY
FORD SELECTED 100 PARTICIPANTS FROM 4000 VIDEO SUBMISSIONS . THESE PEOPLE RECEIVED CARS FOR 6 MONTHS IN EXCHANGE FOR AGREEING TO POST BLOGS ON SITES LIKE FACEBOOK , YOU TUBE AND TWITTER . FORD ALSO CARRIED OUT BACKGROUND CHECKS OF THESE PEOPLE THAT INCLUDED APPLICANTS’ DRIVING HISTORIES. FORD WAS HOPING TO CREATE ‘ OPINION LEADERS ’ WHO COULD TELL DIGITAL STORIES .
STRATEGY
THE CAMPAIGN WASN’T WITHOUT RISKS . FORD WAS UNSURE ABOUT CONTROL OVER ONLINE MATERIAL WHICH WAS SUPPOSED TO BE POSTED BY 100 PARTICIPANTS . PEOPLE COULD BE CRITICAL OF THE CAR AND FORD WOULDN’T HAVE MECHANISM TO STOP IT .
SOME CRITICS SAID THAT IT WAS NOT BAD STRATEGY EVEN THOUGH SOME PEOPLE WOULD GIVE NEGATIVE COMMENTS BECAUSE POTENTIAL CONSUMERS WOULD CONSIDER ALL TYPE OF REVIEWS BEFORE PURCHASING A CAR . MANY PEOPLE CHOSEN TO GET CARS FREE FOR 6 MONTHS WERE INTERVIEWED BY NEWSPAPERS AND TV CHANNELS .
RESULT
THE CAMPAIGN WAS A SUCCESS FOR FOLLOWING REASONS :1. PEOPLE TRUSTED REAL PEOPLE WHO WERE COMMENTING RATHER THAN CORPORATIONS . 2. 100 PEOPLE SELECTED WERE SOCIALLY VIBRANT AND THEY COULD SPREAD POSITIVE WORD OF MOUTH ABOUT FORD FIESTA . 3. THE COMMENTS WERE 100 PEOPLE WERE AGGREGATED ON FORD FIESTA MOVEMENT WEBSITE WITHOUT EDITING IT . 4. MULTIPLE SOCIAL MEDIA CHANNELS LIKE FACEBOOK , TWITTER AND YOUTUBE CREATED DIGITAL BUZZ .
CASE STUDY
CAN SOCIAL MEDIA MARKETING BECOME UGLY ? DOMINO’S PIZZA UNDER ATTACK
STORY
IN APRIL 2009 , 2 DOMINO’S PIZZA EMPLOYEES MICHAEL SETZER , 32 AND KRISTY HAMMONDS , 31 FILMED A PRANK IN THE RESTAURANT’S KITCHEN AND POSTED IT ON YOU TUBE . IN THE VIDEO MICHAEL PREPARED SANDWICHES FOR DELIVERY WHILE PUTTING CHEESE UP HIS NOSE , NASAL MUCUS ON SANDWICHES AND WIPING HIS BUTTOCKS WITH A SPONGE INSIDE THE KITCHEN , WHILE KRISTY PROVIDED NARRATION ‘ IN ABOUT 5 MINUTES IT WILL BE SENT OUT ON DELIVERY WHERE SOMEBODY WILL BE EATING THESE , YES , EATING THEM AND LITTLE DID THEY KNOW THAT CHEESE WAS IN HIS NOSE AND THERE WAS SOME LETHAL GAS THAT ENDED UP ON THEIR SALAMI . NOW THAT IS HOW WE ROLL AT DOMINO’S ’ .
EFFECT
WITHIN A DAY OR TWO , THE VIDEO HAD BEEN VIEWED MORE THAN 10 LAKH TIMES ON YOU TUBE . ON THE 1ST PAGE OF GOOGLE SEARCH FOR ‘ DOMINOS ’ THERE WERE 5 REFERENCES ABOUT THE INCIDENCE OUT OF 12 RESULTS . THROUGH TWITTER DISCUSSIONS ABOUT DOMINO’S HAD ALREADY SPREAD . AN ONLINE RESEARCH FIRM YOUGOV CONFIRMED THAT IN 48 HOURS DOMINO’S BRAND EQUITY WENT FROM +VE TO –VE . HCD RESEARCH CONDUCTED A NATIONAL STUDY WHERE 65% RESPONDENTS WHO WOULD PREVIOUSLY VISIT DOMINO’S OR ORDER DOMINO’S PIZZA SAID THAT THEY WERE LESS LIKELY TO VISIT DOMINO’S PIZZA AFTER VIEWING THE OFFENSIVE VIDEO .
COMPANY RESPONSE
THE COMPANY DID NOT RESPOND FOR 48 HOURS . DOMINO’S SPOKESMAN TIM MCINTYRE LATER SAID THAT , EXECUTIVES AT DOMINO’S DID NOT RESPOND AGRESSIVELY HOPING THE CONTROVERSY WOULD QUIET DOWN . THE COMPANY CREATED A TWITTER ACCOUNT TO ANSWER QUESTIONS . PATRICK DOYLE THE PRESIDENT APPEARED IN A VIDEO ON YOU TUBE . HE APOLOGIZED . HE SAID THAT 2 EMPLOYEES HAD BEEN FIRED , EVEN THOUGH 2 OF THEM SAID THAT THEY HAD NEVER ACTUALLY DELIVERED THE FOOD .
CASE STUDY
DOVE ONSLAUGHT CAMPAIGN – YOUR BRAND IS WHAT YOUR CUSTOMERS SAY
THE ONSLAUGHT CAMPAIGN
HERE UNILEVER TELLS PARENTS TO PROTECT SELF ESTEEM OF YOUNG GIRLS FROM BEAUTY INDUSTRY THAT SETS IMPOSSIBLY HIGH STANDARDS .
PARODY
GREENPEACE HAS COME OUT WITH CAMPAIGN IN WHICH IT ALLEGES UNILEVER OF USING PALM OIL IN THEIR PRODUCTS BY CUTTING TREES OF FORESTS IN INDONESIA AND HARMING COUNTRY’S BEAUTY .
CASE STUDY
HOW TO TACKLE SOCIAL MEDIA MARKETING – BURGER KING’S ‘ WHOPPER SACRIFICE ’ CAMPAIGN
IN ‘ WHOPPER SACRIFICE ’ CAMPAIGN CONSUMERS WERE AWARDED A FREE WHOPPER IN EXCHANGE FOR DEFRIENDING 10 PEOPLE ON FACEBOOK . THE AIM OF CAMPAIGN WAS TO BUILD BETTER RELATIONSHIP WITH CUSTOMER AND DRIVE SALES . THE CAMPAIGN FEATURED TAGLINES LIKE ‘ FRIENDSHIP IS STRONG BUT THE WHOPPER IS STRONGER ’ . THE CAMPAIGN WAS NOT A HUGE SUCCESS FOR FACEBOOK BECAUSE NUMBER OF FRIENDS IS DIRECTLY RELATED TO FACEBOOK’S PROFITS . FACEBOOK ASKED BURGER KING TO TWEAK ONE OF MAIN FEATURES OF CAMPAIGN . BUT BURGER KING CITED PHILOSOPHICAL DIFFERENCES WITH FACEBOOK AND SHUT THE CAMPAIGN COMPLETELY . THE CAMPAIGN WAS LAUNCHED ON JAN 5 , 2009 ANF RAN FOR AROUND 10 DAYS . BEFORE THE CAMPAIGN ENDED AROUND 2.5 LAKH FRIENDSHIPS WERE SACRIFICED FOR FREE BURGERS.
CASE STUDY DIET COKE AND MENTOS
THERE WAS MOCKUMENTARY POSTED ON YOU TUBE WHICH SHOWED EXPLOSION IF MENTOS IS PUT IN DIET COKE BOTTLE. COKE MANAGEMENT DID NOT REACT TO THIS .
