5. INTERNET MKTG DEFINED
Using the online channel to
identify, understand,
collaboratively create & meet
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.
14. STEP TWO
CREATE: HOW DO WE
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUALS + SOCIETY
THAT COMBINES THESE
NEEDS, WANTS, WISHES AND DESIRES
WITH OUR BRAND?
15. STEP TWO
COLLABORATIVELY =
+ OPT-IN
+ INTERACTIVE
+ 2-WAY COMMUNICATION
+ FEEDBACK RESPONSE
17. STEP TWO
5,000
CHOCOLATE
COVERED
GRASSHOPPERS
5,000
INFLUENTIAL
BLOGGERS
18. STEP THREE
MEET: HOW CAN WE ADDRESS THE
NEEDS, WANTS, WISHES AND DESIRES
OF
A SEGMENT OF INDIVIDUALS + SOCIETY
IN OUR MARKETING?
19. STEP THREE
METHODS OF MEETING NEEDS
+ PRICE BREAKS
+ ENTERTAINMENT
+ INSPIRATION
+ CONVENIENCE
+ INFORMATION / CONTENT
20. STEP THREE
TOOLS FOR MARKETING
+ SOCIAL MEDIA
+ WORD OF MOUTH
+ WEBSITE
+ E-MAIL
+ VIDEO
21. STEP THREE
GRASSHOPPER
http://www.youtube.com/watch?v=T6MhAwQ64c0&feature=player_embedded#t=134
22. RESULTS
183,000: YouTube video views
51,700: Landing page views
2,959: Referrals from Twitter
1,664: Referrals from Facebook
170: Blog posts
$68,103: Total campaign cost
23. STEP THREE
OASIS
http://work.canneslions.com/titanium/index.cfm?
award=101&sort=0&order=1&winners_only=1&keywords=BBH&submit.x
=0&submit.y=0&submit=Go
24. IN-CLASS ASSIGNMENT
WE WILL BE SPLITTING
INTO 2 GROUPS.
EACH GROUP WILL HAVE ONE
HOUR TO CREATE A BASIC
ONLINE MARKETING PLAN
FOR A PRODUCT.
27. DELIVERABLES
IDENTIFY + UNDERSTAND WHOSE
NEEDS, WANTS, WISHES AND DESIRES
FIT WITH THE BRAND.
DETAIL A PLAN TO COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUALS + SOCIETY
DETAIL A PLAN TO USE FORMS OF ONLINE
MARKETING TO MEET THE NEEDS OF THE
SEGMENT YOU HAVE CHOSEN