Part 3 - PowerPoint Presentation

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Part 3CUSTOMER BEHAVIOR AND E-MARKETING.

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6: Consumer Buying Behavior7:

Business Markets and Buying Behavior

8:

Reaching Global Markets

9: Digital Marketing and Social Networking

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Chapter 9 Digital Marketing and Social Networking

Professor Jason C. H. Chen, Ph.D.

School

of Business Administration

Gonzaga UniversitySpokane, WA 99258chen@jepson.gonzaga.edu

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Marketing Applications4Slide5

4. Visit the information technology company website www.covisint.com and evaluate the nature of the business customers attracted. Who is the target audience for this business marketing site? Describe the types of firms currently doing business through this exchange. What other types of organizations might be attracted? Is it appropriate to sell any banner advertising on a site such as this? What other industries might benefit from developing similar digital media exchange hubs? Covisint targets several different business customers but features three groups on its

homepage - __________ companies, ___________ companies, and companies looking for _________ ________solutions

. The company also provides products and services to energy companies and any company that requires IT services like cloud computing.

Because

Covisint products would be researched and purchased by managers and executives at these companies, banner ads are not appropriate. Other B2B industries would benefit from such a hub.5

healthcare

manufacturing

human resources Slide6

Internet ExerciseVictors & Spoils To learn more about the world’s first creative ad agency built on crowdsourcing principles, including an opportunity to engage the world’s most talented creatives, look at the Victors & Spoils site at http://victorsandspoils.com.

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1. How can Victors & Spoils be used to outsource advertising campaigns through co-creation and mass collaboration? Victors & Spoils has over 6,000 global community members working to develop ideas for advertising campaigns. For private projects, V&S matches certain members to client briefs and pays them up front. For public projects, V&S shares client briefs and then accepts submissions from members and pays them for the ideas that the client buys. These public projects provide V&S with several ideas that can be combined and refined to better meet client needs. The company believes that this strategy makes them more successful than a traditional ad agency, which has a limited number of creative people.

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2. Victors & Spoils and crowdsourcing is built on the foundation that good ideas should come from anywhere. Is it possible that this new approach will eliminate traditional ad agencies and creative departments? Students’ answers will vary. Although crowdsourcing may change marketing and other industries, students may argue that many industries are set up to prefer the services of traditional ad agencies. However, with more jobs becoming temporary or contract, and with V&S providing access to more ideas, crowdsourcing may challenge the traditional advertising process.

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3. If you want to engage in activities related to what would be found in the creative department of an advertising agency, how can Victors & Spoils help you launch your career? According to the website, Victors & Spoils provides three key membership benefits:1. Opportunity: Access to the best brands and briefs out there.2. Experience: You get to work with top creative directors in your area of expertise.

3. Connection: A community of friends and peers: create your own team and work with who you want from wherever you want.

Any aspiring advertiser would build a strong portfolio and gain valuable skills without having to work his or her way up a corporate ladder.

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Video Case 9.1ROGUESHEEP’S POSTAGE APP: THE POSTCARD OF THE FUTURE.10Slide11

Summary This case discusses how a company is using mobile apps to supplant traditional postcards with digital ones. RogueSheep created the “Postage” iPhone app, a mobile app that allows users to choose from over 90 postcard designs, customize the design by inserting their own photos, and send the postcard to their friends or relatives. Since its introduction, the Postage app has won several awards and has broken into the social networking world. To create awareness of the product, RogueSheep uses a combination of traditional media, apps, social networking sites like Facebook, and free trials.

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1. How do you think businesses could effectively use RogueSheep postcards in their communications program? Businesses can use the app to send digital postcards to remind customers about their products or special events. This application could potentially be customized to be a less expensive, more impactful business-to-the-consumer promotional postcard.

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2. Is it possible for RogueSheep to advance its digital postcards to those who do not have access to iPhone apps? Since RogueSheep is continually creating new products and looking into new technologies, it seems feasible that digital postcards can be advanced beyond iPhones. Other likely candidates for non-iPhone digital postcards are laptops (some people bring their laptops with them on trips), smartphones, or iPads.

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3. What are the advantages of the RogueSheep digital postcard over traditional postcards? Advantages include saving money on postcard and mailing costs, the speed with which a digital postcard can reach the recipient (versus snail mail), the ability to customize their postcards and share their designs with others via social networks, and the reduction of paper waste.

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Discussion PointThe Postcard of the Future

RogueSheep is a software development company who’s postage application is giving the traditional postcard a run for its money

For $4.99, iPhone users can purchase the app, choose from more than 90 postcard designs, customize the design and send

How do you think businesses could effectively use RogueSheep postcards?

What are the advantages of the RogueSheep digital postcards over traditional postcards?

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