2. recap
Considered how to understand an audience:
demographics and segmentation
Psychographics can help you understand your
market’s values and interest areas
Old marketing structures put in place a range of
gatekeepers
Digital platforms offer a new way to engage with
people/audience/consumers/prosumers
Market research can be employed to help you get to
know your consumers
Marketers need to know the capacity of their
company
Ps and ABCDEs can offer a good structure to generate
a marketing plan
Marketing plans need to be considered over a short,
medium and long term strategy
Constant vigilance is required within competitive and
changing marketplaces
3. Today and next week’s plan
Look at advertising
Look at online advertising
Look at how online advertising generates cash
Look at viral advertising
Look at viral sustainability and new
opportunities
Look at David Beckham’s underpants
4. Key reading
Powell et al: Celebrity can be a useful tool when
positioning a product or service
Powel et al: A range of research methodologies can be
used to establish what your consumers and audience
want, require and are content with
Powell et al: Advertisers work within specific markets
and segmentations. Ultimately, they see
fragmentation
Powell et al: highlight the concept of ‘glocal’ and some
of the issues arising from it, in terms of geographic
recognition
Powell et al, Zyman and Tapscott: Social networks
should be seen as places for conversations, and herald
the concept of user-engagement
Powell et al, Zyman and Tapscott: The web allows us to
choose who, what and how we interact with
5. Remember: Media as dual
product (Picard, 2010)
Advertising
Subscription/purchase
Organisations may need to keep
both ‘customers’ and advertisers’
happy
Or figure out how a new media
product will pay for itself down
the line without relying on
advertising or subscription
revenue.
Either way, eyeballs are key
6. The Advertising Conundrum
“Half the money I spend
on advertising is
wasted, the trouble is I
don’t know which
half.”
John Wannamaker
7. Marketing Ps: Positioning
Positioning is open to a number of interpretations
Generally, positioning can be understood to
create an impression of a product within the mind
of a target audience, and within the market as a
whole
Advertisements can assist in positioning a brand
in the minds of consumers, or re-align a brand
that marketers feel is not occupying the correct
market ground
Don’t worry, the next two slides feature David Beckham
10. Things to consider when
‚brainstorming David
Beckham’s underpants‛
Market demographics
Market segmentation
Brand identity
Aspirationalqualities
12. But, it’s all about ‘conversion’
Isn’t it?
Advertising can play a key
role in the ultimate aim of
most marketing activity:
selling stuff
How can media
organisations monitor the
success of advertising?
Establish ROI
Sales data can set a
benchmark
Monitor impact/progress
from that benchmark
Beyond sales: Are there any
alternative ‘value metrics’
that advertising can offer?
15. Added value: social capital
Music sales: Just over 100,000 copies sold to date.
iTunes charts: 28 countries. Peaking at No. 3 in Hong Kong.
Free downloads: 250,000
Pirate downloads: Plenty
Youtubeviews: 59.9 Million
Social shares: 3.94 Million
Game: 15.1 Million players
Current daily players: 1 million
App Store ranks: No. 1 free app
in 18 countries
Earned Media: $60 million in six weeks.
REDUCED ACCIDENTS BY
21%
17. Next week: More digital ads, more
social
Investigate how a news website can make money
from advertising (including ad rates, if possible)
Investigate how social media platforms are turning
advertising into revenue
Investigate ways news sites are making money
without using advertising
Check out our web 2.0 learning resources (P.S. they
don’t exist yet)