Phân tích tác động của marketing lan truyền (viral marketing) – tới hoạt động kinh doanh e

Phân tích tác động Marketing lan truyền (Viral marketing) – tới hoạt động kinh doanh New marketing Technologies and their impact This assignment will ask you to research new development in communication and information technologies and development and tell how you think it will change Marketing in the near and medium term future Please select from the term bellow and you can select more than one of these terms and combine them for your 7-14 pages essay with Harvard references: Cloud computing Social Marketing Guerrilla Marketing New Development in E-Commerce Mobile communications technology Viral Marketing CONTENT: I OPENNING The general concept of marketing II: ANALYSIS 2.1 The formation and development of information technology and communications In this essay I would like to analyze Viral Marketing to further clarify the changes that they bring to the field of marketing in the near and medium future 2.2 What is Viral Marketing? 2.3 The impact of viral marketing for marketing field 2.4 The impacts and changes that viral marketing can bring:: III: CONCLUSIONS IV: REFERENCES TASK I OPENNING What is marketing? According to Adcoketal: Marketing is a good product which is sold in convenient places for the right people to buy for a reasonable price According to Kotler 1980: Marketing is the activity aimed towards satisfying customer needs and their wants through exchange interactions Marketing is one of the tasks and the organizational structure, a set of processes in order to create, exchange, convey value to the customers, and for managing customer relationships in different ways to bring benefits to the organization and the members of the General Shareholders (American Marketing Association - American Marketing Association 2008) So we see Marketing is a broad concept, not just advertising, PR, sale, as many have understood As such, the traditional Marketing is defined as follows Marketing occurs when humans are purchasing and exchange of goods, but until forty decades of the last century, the study of the concept of new markets provide the terminology and models image for Marketing as 4P, 7P Marketing, these terms cover many actions that can make marketing mix in a certain ratio to achieve their goals II THE INFORMATION AND DEVELOPMENT OF TECHNOLOGY AND COMMUNICATION APPLICATIONS IN INFORMATION TECHNOLOGY AND COMMUNICATION 2.1 The formation and development of information technology and communications History of the development of information technology, media and the advent of applications based on information technology, especially the explosion of social networks as well as the other mass media Opening for the formation and development of the information technology, communications was in 1837, the Morse signal was invented and trasfered away by American inventor Samuel Morse This discovery has opened a new era for longdistance communications In 1876: A physics professor Alex Ben with the perfection of inventor Thomas Edison, the phone connects all life on the gap nationally and worldwide Next step telegraph, the telephone and through the seas and oceans for people to communicate with each other and in all areas of life In 1895: Alex Pop expered successfully broadcast machine based on the principle of electromagnetic wave of Henric Hz Then two - pole electronic lamp, - pole created the foundation for the introduction of information technology in radio In this essay I would like to analyze Viral Marketing to further clarify the changes that they bring to the field of marketing in the near and medium future 2.2 What is Viral Marketing? Like how the spread of a virus, this form of advertising is starting from a hypothetical customer always tell others about products or services that they feel when using Viral marketing describes a strategy to encourage the spread of personal content marketing, advertising to others, creating a potentially exponential growth in the spread and impact of the message as the virus Such campaigns have the advantage of quickly scaling to burst a message to thousands, millions times The type of Viral Marketing • Viral content: As a piece of information (in the form of images, video, text, ) appearing in front of you, making you instantly share your right to bring someone that you can connect with the means available there It spread very quickly to the way viruses spread from person to person with exponential speed Thus, says the most common way to understand: viral marketing is a marketing technique that encourages individuals to pass a marketing message to others in the digital environment The process takes place continuously, every person will get the message passed on to many others, based on digital technologies create the potential for growth and impact of exponential message to the other consumers • Viral Marketing: Use the spread way of Viral content combined with optimized transmission channels for marketing to convey messages to target customers • Viral marketing key: Unless the entertainment, digital content or charity, the viral marketing campaign does not focus directly on the brand • Heart of viral marketing message is in the content: Viewers will not share your brand even they love that they share content message they feel and expect other people feel the same message immediately They not help share the message of the brand, they perceived and share their sense of their own which is why the spread Professor Jeffrey F Rayport at Harvard Business School (USA) mentioned the viral marketing concept in the article The Virus of marketing (virus advertising type) on Fast Company magazine in 12/ 1996 Tim Draper and Steve Jurvetson, Draper Fisher Jurvetson founder, later popularized this term more in 1997 Viral marketing describes tactics to encourage viral marketing content to others Messages can transmit as a video clip, funny stories, flash games, e -book, software, photographs, or simply a text The researchers found that on average more than 10 people have intimate relations, 150 public relations, 500-1500 other social relations So economists assess viral marketing as a new solution for the marketing industry before the popularity of YouTube and video sharing movement online as well as Facebook and Pinterest, Twitter for news and photos 2.3 The impact of viral marketing for marketing field Internet Viral Marketing is crowned Today, the traditional marketing media such as newspaper marketing, advertising on TV, websites proved less effective but consumes a significant cost, the environment Internet marketing helps those who sent messages of brand with a dizzying speed transmission, extremely effective and not have to worry about "tightening purse strings" - they call it Viral marketing This is a form of communication using the power of online communities to bring message spread to the target customers In the past, it is synonymous with the term "Words of Mouth" means the marketing word of mouth However Viral Marketing today is not just "word of mouth" alone again that it is done in many different mediums through dispersal via blogs, social networking sites to share clips, photos, instant messaging , e-mail And if someone mentions "Words of Mouth", we need to understand it would be a "Words of Social network," "Words of SMS" Along with the strong development of the Internet, most of the Social Media pages have marketing campaigns within the technology cannot be overlooked hotbed of Viral marketing, just one click on a button and button share or post link to bookmark, the link immediately transmit the content present in the online community Messages of Viral marketing is an idea often get attention, curious, amusing, is expressed in the form of clips, photographs, a contest, an event that the attention or simply a text The success of a Viral Marketing campaign is to make people enjoy giving messages and natural spread advertising messages to each other, either through posts links, blog Viewers can compliment-criticism, responded with anger but what is important as more and more people are "infected", and the level of brand awareness increases follow up The tools to implement Internet Viral Marketing In Vietnam today, there are number of tools to perform common Internet Viral Marketing include: - Social Networks: The social network is highly connected to the community as large and targeted audience of people who Viral Marketing Depending on which type of customer targeted products, we will choose the suitable Social Network For example, if the object is office, Social Network is focusing many of them will be Facebook, Henantrua, Noi.vn, Tamtay.vn, LinkedIn , for student subjects, should focus on younger Social Network as Zing Me, Yume, Go.vn, Cyworld, , I-pro.vn are suitable Note: Social media in Vietnam: Sale, Social network, Share documents, Blog, Share clips, SMS, Forum, Bookmark page, Game online, Q&A, Find place, Share picture, Blog form now is a little setback in Vietnam since leaving of Yahoo 360 but Word Press, Opera, Yahoo 360 Plus, Multiply still is gathering more blogger known as "the influence" These objects want to Viral Marketing to influence target groups regularly read their blog Micro blogs like Tumblr, Twitter is a very popular trend in the world, but in Vietnam, it is not be very popular, probably because Facebook has made so good its part, so now who Viral Marketing is not much focus on micro blogging this array Instant Message: In Vietnam, the most popular instant software in messaging is Yahoo Messenger Users love that they shared the link, interesting friends through Yahoo Messenger Skype, Paltalk, MSN, Google Talk is the instant messaging software is a part of Vietnam used, but their popularity is not high, can be seen (in Vietnam) Instant Message = Yahoo Messenger Online seeding: The name says it nature of the problem, primarily with media forum (which is very popular in Vietnam), who made Online Seeding, Forum Seeding or spreading their message on the forum page in order to attract the who pay attention to their topic This is very simple in principle, but to create an attention topic indeed, stimulating commentary debate between members is an art, which not always done by any Seeder Forum Other Social Media: In fact, Social Media concepts including Social Networks, Blogs, forums, instant message, but the reason for the above post to other segments separately because it is too large The rest of the Social Media may include the clip-sharing sites (Youtube, Clip.vn ), photo sharing (Flickr, Photobucket ), document sharing (SlideShare, Scribd ), bookmarks (linkhay, Buzz.vn, Tagvn ), sharing, questions and answers (Wikipedia, Yahoo Answers ), find a way, find location (Business Location, Vietbando, thodia), online transactions (ChoDienTu, Enbac, 123mua ), group purchasing (Cungmua, Muachung, Zing Deal ) Brand SMS: First time you get one advertising message, the notice that the sender name is Nokia, Sunsilk or any English Center; make sure you will be surprised because you did not save in the phonebook name who is Nokia, Sunsilk That is a form of BrandSMS messaging service specialists proactively send promotional messages to customers that are the telephone subscriber network, with the ability to send separate unit name (header-name) or send information to the operator name The more concise, easier to understand, the easier success in viral messages, on the fact that the message of humor, curious or topical that many people are concerned it is easy to be most receptive As can be seen, Viral Marketing is the way many people want to go, but not everyone can come to destination Especially in Vietnam, this trend is still relatively new to the national branding, creative community involvement, there is not many design for viral Marketing However, we still expect the same with the serious investment of brands and advertising companies, next time there will be many messages with scale and quality is unsurpassed continue "spreading" 2.4 The impacts and changes that viral marketing can bring: According to the statistical results of a research project, only: + 18% of TV ads generate a return on investment ratio positive + 84% of B2B campaign to bring more low-income levels + 100% additional investment in advertising to generate only 1% - 2% of sales + 14% of consumers trust advertising + And 69% of consumers prefer ad-blocking technology From these data, we have found that traditional marketing and advertising is becoming increasingly messy, unreliable, and inefficient, higher costs that the rate of return lower investment Kirk Cheyfitz , CEO , Story Worldwide has a simple philosophy : " any marketing strategy spend money without generating any money are waste of money marketing campaigns ”, and the researchers also discovered an interesting thing: on average, a person has 11-12 intimate relationships , about 150 social relationships , and from 500 to 1500 of loosely other relation So, that economists have found a “solution" to the new marketing industry today and it has gradually asserted their power - “power of Word of Mouth marketing” The advantage of Interbrand Media in implementing Viral Marketing: Planning clear message, subject, and communication before implementation There are large amounts of data to several million customers Have team of knowledgeable about Online world to promote advertising messages + Advertising 2.0 above will help advertise the product, your message quickly go to market with low cost and efficient in a modern marketing strategy With a population of young intellectual growth leads to growing Internet, the number of people using the internet to nearly 40 million people, this number shows that the internet is a very good ground for brand promotion activities; Marketing Vietnam introduces to readers by the online form marketing, which are considered as future trends I will see these impacts more clearly by following examples to see that the company has achieved success when using viral marketing effectly For example, Samsung has taken in UK program "Give Galaxy S for iPhone users", which they skillfully transmitted the message "You were sick because of your iPhone huh, we are confident Galaxy S is a product would be a perfect replacement for the iPhone.” This campaign is carried out only in one country and only "whisper" to the iPhone users but the information has spread rapidly in the press, and is interspersed in between the topic of the blogger, the users on the forum the iPhone errors Then people started curious about the Galaxy S, they talk, compare, debate about it quite enthusiastically and see whether it is the Galaxy S is comparable to the iPhone or not If Samsung just launched advertising everywhere, relentlessly spam in the forums, Social Media sites, perhaps not "force" volunteers free spread their message powerfully like this Along with specific evidence and in my personal opinion, the new marketing technologies will almost play a key role in marketing today and in the future for the following reasons a Marketing budgets will continue to flow largely on electronic marketing Clients increasingly tend to find product information online to compare and decide whether to buy the product or service or not Therefore, professional marketers need foresee bright prospects that electronic marketing can bring The electronic marketing channels can reach certain audiences with very cheap and affordable In addition, we can anticipate the continued decline of traditional media The recession of the traditional media as promoting the development of channels, new 10 marketing process as well as reduce the burden of marketing budget The company should transform their business to enhance electronic marketing b Social media marketing is growing Those who work professionally in the field of marketing has gradually realize that we are in the middle of an important transfer in the use of social media for marketing purposes In the past few years, marketers have experimented methods and social media in 2011, the top marketing methods will apply social marketing-to-marketing strategy fully III REVIEW Viral marketing has tremendous power and impact of significant changes in marketing today and in the future, viral marketing is one type of marketing in used by big one as Samsung or small businesses and even individuals In addition, the fancy of consumers is also a reason for businesses to promote the development of viral marketing Now, every day consumers receive thousands of different ads on multiple media makes them noisy information Thus, consumers tend to seek advice from trusted friends Many statistics show that, just a customer satisfied about products or services, they will tell at least people And when they dislike a product or service that they would be willing transmission to 11 others Another benefit that viral marketing thrives is economic benefit If compared with other forms, viral marketing is less costly than in accordance with the small and medium enterprises, which limited advertising budget "Viral marketing through word of mouth or through social networks always effective" Mr Vincent Nida, Global Director Shu Uemura cosmetics brand expecting that However, to succeed, businesses must know how to create the effect with consumers Because, according to Mr Vincent Nida: “A successful strategy is put as many consumers to shop and how to satisfy them To achieve this, companies must have the hot and interesting information The usual marketing strategy will not produce the 11 effect that it only starts when you have special, interesting for people to talk about the event " Perhaps the appeal of online marketing, viral marketing, which has led companies, even large companies also review marketing approach to technology era of today References: Lecture slide and Marketing Management subject – PGSM University MBA in the hand, topic: Marketing of Charles D.Schewe & Alexander Hiam _ Synthetic Publisher HCM http://www.d2design.info/home/kien-thuc-marketing/internet-viral-marketing-tu-a- toi-z.html Other document was send by Dr Soren 12 ... viral marketing message is in the content: Viewers will not share your brand even they love that they share content message they feel and expect other people feel the same message immediately They... Therefore, professional marketers need foresee bright prospects that electronic marketing can bring The electronic marketing channels can reach certain audiences with very cheap and affordable... the event " Perhaps the appeal of online marketing, viral marketing, which has led companies, even large companies also review marketing approach to technology era of today References: Lecture