Page 109 - Marketing the Basics 2nd

product and placeMent 101
that use Google’s AdSense, the tool which allows website publishers to embed Google ads and make earnings.
Intuit, Inc., provider of electronic business and financial management tools for small- to mid-size companies, was the first marketer to tweet across the AdSense network. Intuit’s first campaign launched during the last two week’s of tax season, which directed users who clicked on the ads to Intuit’s TurboTax Twitter page. The company aimed to use the campaign as a conversational vehicle to inform web users of Intuit’s online resources.
DIGITAL SIGNAGE
Digital signage is the equivalent of an electronic billboard. Digital signage permits marketers to target specific content to a particular group of people in a particular geographic location, such as a retail store, trade show or convention. It falls under the domain of online marketing because the content is delivered electronically and can be updated or changed remotely. Metrics data is tracked via an in-built advertising platform, typically the key metrics are to measure the number of impressions and the cost-per-thousand (CPM). Digital signage plays an effective role in generating awareness and aiding customer retention of a product’s benefits.
SUMMARY
• A product is a complex bundle of benefits.
• Customers relate to a product at three levels. The more levels
the product appeals to, the more value the product offers.
• Product strategies such as product-line filling and product- line stretching not only provide customers with more choice,
they strengthen the company against competitive attacks.
• Marketing channels are very difficult to change once established, making them a potential source of a competitive
advantage.
• Conflict is inevitable in every relationship, however, a variety
of means exist to ensure cooperation.
• Online placement strategies are still in a nascent stage, which
permits marketers to make their brand available in virtually all key areas of cyberspace.