Page 260 - Foundations of Marketing

O B J E C T I V E S

1. Describe the growths Digital Marketing and
and benefits of digital
marketing. Social Networking
2. Learn how types of
consumer-generated
marketing and digital
media can be used as
effective marketing tools.
3. Understand the changing
digital media behaviors of
consumers.
4. Understand and identify
how digital media can be
used in an e-marketing
strategy.
5. Identify legal and ethi-
cal considerations in © iStockphoto.com/Little_Desire
digital media and electronic
marketing.

M A R K E T I N G I N S I G H T S

Generating the Power of Twitter

Is it possible for a successful digital marketing helped re-tweet and reply to promote the broadcast
campaign to consist of 140 characters? These days and concert. PepsiCo was therefore able to use con-
the answer seems to be yes. Twitter has become sumers to market its digital promotion. The positive
a highly successful digital marketing medium for results Pepsi received made it rethink how it was
multiple corporations. allocating its marketing budget.
Twitter provides an interactive platform that has Twitter has also been beneficial to television and
created an opening for companies to connect with film companies. For example, users are interacting
consumers. Many companies are using Twitter to with other users to review movies in opening weeks.
market their brands, which is essential when trying Because consumer recommendations are often
to establish a positive association with consumers. more trusted than corporate promotions, Twitter
The results Twitter has produced have caught reviews have heavily influenced users’ choices.
the eye of numerous global corporations, such as Positive tweets have generated more profits for
PepsiCo, Procter & Gamble, and Verizon. box offices, while negative tweets have hindered
For example, to promote a massive rebranding weekend box office openings by suggesting that
campaign, PepsiCo recently tied itself to musical people wait until it comes to DVD. It is evident that
artists and used their appeal toward today’s youth. this social media outlet has prominent vocal power
The company used its Twitter page to live stream a that companies should consider in their digital
1
concert within a tweet. As users saw the tweet they marketing campaigns.

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