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online Marketing 79
Obama is considered to be an agent of change. He certainly employed change in his marketing strategy. Cutting edge technology was deployed to reach the hearts and wallets of millions of Americans.
With these new platforms for marketers to take advantage of, innovative ad campaigns will be the wave of the future. Traditional television or print campaigns will not generate sufficient reach or influence enough individuals to get your message across. Using mediums where companies can actually engage in one-on-one interactions with consumers and easily target specific demographics should increase the effectiveness of advertising. Social network marketing is a booming area that does not look like it will bust any time soon.
SUMMARY
• The Internet is accelerating the process of media disintermediation.
• Being an interactive and technological medium, marketers can create cost-effective one-on-one conversations with customers.
• There are no shelf-space constraints on the Internet, giving marketers the opportunity to chase after small-sized segments
residing in the long-tail of the demand curve.
• A network effect creates a disproportionately sized increase
or decrease in value relative to the cost incurred
• Tapping into an individual’s social networks creates an
opportunity to spread a brand’s message virally.
CRITICAL qUESTIONS
1 Look at the various online marketing strategies available. For each one, identify two or more companies and compare the tactics they’re using to achieve their objectives.
2 Watch the Dove Real Beauty campaign advertisement on YouTube. Why do you think the message was so successful in generating awareness of the brand?
3 Imagine you’re a marketing manager for a steel manufacturer. How could you use the Internet to market your company’s product? Is social network marketing an appropriate tool?