Markegting công nghệ mới và tác động của chúng new marketing technologies and their impact

MARKETING MANAGEMENT Markegting Công Nghệ Mới Và Tác Động Của Chúng New Marketing Technologies And Their Impact This assignment will ask you to research new developments in communication and information technology We want for you to fully research these technologies and developments and tell how you think it will change Marketing in the near and medium term future Please select from the terms below and you can select more than one of these terms and combine them for your 7-14 page essay with Harvard references:  Cloud computing  Social Marketing  Guerrilla Marketing  New Developments in E- Commerce  Mobile communications technology  Viral Marketing CONTENT: Executive Summary The boom of Internet, technology and Smartphone, all have contributed to the dramatic changes in marketing Could computing, social marketing, guerilla marketing, viral marketing, mobile marketing, each brings in different aspects to the overall picture of marketing of the 21st century, in which there is a shift from outbound to inbound marketing Rather than doing outbound marketing to the masses of people who are trying to block you out, inbound marketing can help yourself "get found" by people already learning about and shopping in your industry With limited resources, this essay does not have the ambition to cover all areas of the issue but will mainly focus on viral and mobile marketing This analysis will firstly look at the basic facts including mobile marketing and viral marketing definition, then analyze the key trends in the future of marketing, and finally, draw some marketing takeaways The essay will define the changes in marketing in the future and point out how mobile and viral marketing contribute to these changes Contents I Matters of facts 1.Mobile Marketing .4 2.Viral Marketing 3.The rise of Internet, Smartphone and tablet II What can we expect in the future of marketing The development of technology and digital advancement has increased the strength and spread of mobile and viral marketing Technological evolution of mobile devices give a push to mobile viral marketing Customers now have more power .8 Great content is the king 10 User friendly mobile content is vital .10 III Marketing Takeaway .11 Reference .12 I Introduction to some matters of facts Mobile Marketing Mobile marketing is marketing on or with a mobile device, such as a smartphone Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas (Wikipedia) It consists of:  SMS marketing: sending information, advertisement to customers via phones  MMS: MMS mobile marketing can contain a timed slideshow of images, text, audio and video This mobile content is delivered via MMS (Multimedia Message Service)  Push notifications: notifications are shown on the top of the screen It has helped application owners to communicate directly with their end users in a simple and effective way  App-based marketing: doing marketing based on advertisement on apps or products/service featuring  In-game mobile marketing: Brands are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement This is known as mobile adver-gaming or Ad-funded mobile game  Mobile web marketing: Advertising on web pages specifically meant for access by mobile devices  QR codes: allow a customer to visit a web page address by scanning a 2D image with their phone's camera, instead of manually entering a URL  Bluetooth: businesses offer "hotspot” systems which consist of some kind of content-management system with a Bluetooth distribution function This technology has the advantages that it is permission-based, has higher transfer speeds and is also a radio-based technology and can therefore not be billed (i.e is free of charge)  Proximity systems: Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines the Short Message Service Cell Broadcast SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area  Location-based services: are offered by some cell phone networks as a way to send custom advertisements and other information to cell-phone subscribers based on their current location Another definition of mobile marketing is marketing on or with a mobile device, such as a cell phone Marketing professor Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device" Within this definition, Kaplan uses two variables, i.e the degree of consumer knowledge and the trigger of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons (Marshable, 2013) Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks” More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all (Marshable, 2013) 2 Viral Marketing Viral Marketing is the Marketing phenomenon that facilitates and encourages people to pass along a marketing message Viral marketing depends on a high pass-along rate from person to person If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly If the pass-along numbers get too low, the overall growth quickly fizzles Viral marketing depends on a high pass-along rate from person to person Source: http://localtechmarketing.co.uk/harnessing-viral-marketing/ At the height of B2C it seemed as if every startup had a viral component to its strategy, or at least claimed to have one However, relatively few marketing viruses achieve success on a scale similar to Hotmail, widely cited as the first example of viral marketing (Source: www.marketingterms.com/dictionary/viral_marketing/) The rise of Internet, Smartphone and tablet Internet has tremendously changed the way information is shared, and has a profound impact on the marketing world In recent years, we see a shift to inbound techniques gradually go up whereas the outbound tactics become obsolete Many successful business models are posting original content because there are other benefits that this tactic brings as business can build brand and customer relationship, rather than embedding the advertisement in external content as before The internet has triggered the boom of many new forms in marketing such as social marketing, mobile marketing or viral marketing Source: http://sirfmarketing.com/2013/07/16/viral-marketing/ Smartphone is going to dominate the world eMarketer calculated that US smartphone owners accounting for 23% of the mobile user population in 2011; and by 2015, they will represent 43% The rising popularity of smartphones will surely produce an increase of engaged consumers eager to use e-commerce mobile sites for their purchasing (Herrington 2011) Demand for tablet is significantly increasing Worldwide tablet market projection for 2013 is 172.4 million units And by 2016 worldwide shipments are expected to reach 282.7 million units, up from a previous forecast of 261.4 million units (Nouveau 2012) II What can we expect in the future of marketing The development of technology and digital advancement has increased the strength and spread of mobile and viral marketing Marketers can use forms of technology to urge people to engage actively in such as QR code, check in Without a doubt, new forms will be created in a very near future Viral message is spread quicker than ever with the help of Internet Basically, people from around the world can know the intriguing story almost at the same time People today are flooded with all kind of surrounding advertisements and PR articles Therefore, they trend to avoid noise and get rid of traditional marketing form such as television advertisement or PR, and turn their attention to more neutralized, trust worthy channel such as from people they know or stories from ordinary users like themselves, and this is where viral marketing find its position (Mapro 2012) Technological evolution of mobile devices give a push to mobile viral marketing Rapid advancement in Electronic Communication gives rise to the popularity of Viral Marketing Mobile Communication, in particular, offers greater potential in the utilization of this Word-of-Mouth phenomenon as a Marketing tool Researchers have studied Viral Marketing from different perspectives, but little emphasis has been given to the unique characteristic of Mobile Communication as a platform for Viral Marketing (Surya, 2009) A fine example of viral marketing in the world of mobile applications is “Your Man Reminder” App created by Rethink Breast Cancer Studies showed that women did not check their breasts for cancer very often, so this application uses something appealing to women, that is, good looking men, reminding them daily to check their chest The application is available for Android devices and for iPhone as well Customers now have more power Technology will also help clients avoid ads (Adblock Plus, Ad Blocker…) and segment the market, therefore make it harder for any marketers who are only loyal to traditional forms With all the noise, and with the power they have thanks to the advance in technology, people now choose what they want to hear and engage, and know what in it for them before participating They check in or scanning the QR code for a reason Maybe it would be free donuts, or a chance to win a prize For viral marketing, people spread the message since the interesting content lying within the campaign Paranormal Activity, a small independent movie with a $15,000 production budget, which was able to become one of the most profitable movies of all time, is a typical example Its success was due in no small part to a fantastic viral marketing campaign The movie was initially released to a small number of cities; however, after the goose-bump inducing trailer, a call to action appeared prompting fans to "demand" the movie play in their city Through a partnership with Eventful, Paramount created a petition system If a city reached a certain number of people demanding the movie, it would play in that city If there's anything that piques people's interest, it's not having access to something From Messages to Experiences The future of marketing is about being human, because humans not remember the pitch, they remember the experience Companies now have to stop thinking like marketers and start acting like humans to delight prospects and customers at every touch point Successful marketers put on their human hats and create an experience worth writing home about Individuals are empowered like never before and they demand better experiences with the brands they buy from, the companies they work for and the governments they pay taxes to (Brenner, 2013) This has led many businesses to look to the art of storytelling and content marketing to reach and engage new customers In case of mobile marketing, location mobile based marketing will become a necessity Users no longer want to just update their status; they want to be able to adjust their social networking experience around their geographic location SNL Kagan reported that location-centric social networks such as Foursquare and Gowalla experienced explosive growth in 2010, with the total user base nearly tripling over the year With Facebook now offering their Places Application, consumers will begin to expect and rely on mobile sites and apps to respond according to their geographic location (Herrington 2011) Great content is the king In the 20th century, promotion dominated the field of marketing While evaluating opportunities was important, advertising, especially on TV, was what drove budgets and, as a result, strategic thinking Not surprisingly, coming up with the right message and broadcasting to the right people at the right time was of paramount importance (Mapro 2013) Today, however, digital technology has enabled companies to retarget consumers when they respond to a message and that has changed marketing forever In effect, marketers must make the shift from grabbing attention to holding attention (Satell, 2013) This means that brands will have to learn to be more like publishers and develop content skills It also means that marketers will have to create a genuine value exchange rather than just coming up with catchy ad slogans and price promotions It can be said that the world has entered a post-promotional paradigm (Satell, 2013) Again, this is true to mobile or viral marketing, because people choose what they want to hear, share and engage in User friendly mobile content is vital As said before, content is the king With the expansion and rapid growth of smartphone and tablet usage, it is essential for companies that they create content easily accessible to mobile users According to Forbes magazine, " 87 % of the connect equipment will be tablet and Smartphone in the year 2017" Whether it is to create a different version for mobile or to use responsive web design, users should be provided with a positive experience when they surf the web on mobile devices (Columbus 2013) Consumers no longer only rely on computers to access the Internet Mobile Groove found that the average session time for a mobile browser user is minutes, which they will perform continuously throughout the day This research suggests that consumers want mobile pages to work as quickly as possible If the mobile page does not perform promptly, consumers will quit their sessions in a fit of frustration Now used to mobile browsers, Consumers now concern themselves with the information businesses provide on their mobile site, and the ease and speed in which they can access it The easy answer for curbing mobile user's appetites is “there’s an app for that.” On the other hand , it is easy to lose customers to competitors’ hand, those who also have been following this trend As the shift from traditional PCs and laptops to mobile devices continues to rise, the fail to keep up with this business trends can bring in inevitable suffer III Marketing Takeaway The essay has had a broad look of how overall marketing will change in the future thanks to the rise of mobile and viral marketing The marketing world is expanding and transforming rapidly before our eyes Users are becoming increasingly dependent on mobile sites and applications for instant access to information, tools, deals, and product research It will be integral for businesses to adjust their marketing strategy to accommodate for these changes in consumer behavior Overall, there is a change in client, customers, industry and the advancement of new media and technology All of these have put the job of companies and marketers to a new extreme To sum up, it can be said without a doubt that channel integration and two way interaction will be the key for success It is time to transform your marketing Reference (2013) "Inception" Home Video Campaign Goes Viral — and Mobile, Available at: http://mashable.com/2010/11/15/inception-snaptags/ (Accessed: 8th November 2013) Christine Herrington (2011) Key Mobile Marketing Trends, Available at: http://blog.hubspot.com/blog/tabid/6307/bid/20034/8-Key-Mobile-MarketingTrends.aspx (Accessed: 11th November 2013) Greg Satell (2013) What can we expect from the next decade of marketing?, Available at: www.forbes.com/sites/gregsatell/2013/10/21/what-can-we-expectfrom-the-next-decade-of-marketing/ (Accessed: 6th November 2013) Louis Columbus (2013) IDC: 87% Of Connected Devices Sales By 2017 Will Be Tablets And Smartphones, Available at: http://www.forbes.com/sites/louiscolumbus/2013/09/12/idc-87-of-connecteddevices-by-2017-will-be-tablets-and-smartphones/ (Accessed: 8th November 2013) Mapro (2012) 'Viral Marketing', Mapro Magazine, (19), pp 1-20 [Online] Available at: http://www.slideshare.net/PhuongLe17/marpro-magazine-viralmarketing (Accessed: 6th November 2013) Marketing Pro (2013) Viral Marketing Measurement, Available at: http://www.marketingpro.com.vn/thuoc-do-nao-cho-marketing-lan-truyen_p1_11_2-1_3-824_4-1006_9-2_11-10_12-1_13-6.html (Accessed: 6th November 2013) Michael Brenner (2013) Is content the future of marketing?, Available at: http://www.forbes.com/sites/sap/2013/10/23/is-content-the-future-of-marketing/ (Accessed: 8th November 2013) Surya, Yulia (2009) 'Strategic analysis of mobile viral marketing through a holistic study in technological evolution of mobile devices', Systems Design and Management, (), pp [Online] Available at: http://dspace.mit.edu/handle/1721.1/55248#files-area (Accessed: 8th November 2013) Trent Nouveau (2012) Demand for tablets has never been higher, Available at: http://www.tgdaily.com/mobility-features/67883-demand-for-tablets-has-neverbeen-higher (Accessed: 11th November 2013) ... viral and mobile marketing This analysis will firstly look at the basic facts including mobile marketing and viral marketing definition, then analyze the key trends in the future of marketing, and. .. III Marketing Takeaway The essay has had a broad look of how overall marketing will change in the future thanks to the rise of mobile and viral marketing The marketing world is expanding and. .. directly with their end users in a simple and effective way  App-based marketing: doing marketing based on advertisement on apps or products/service featuring  In-game mobile marketing: Brands are