PHân tích và so sánh các hình thức marketing e

PHÂN TÍCH VÀ SO SÁNH CÁC HÌNH THỨC MARKETING HIỆN NAY Topic: 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 ABSTRACT Guerilla Marketing, in fact, was created for a long time and introduced formally in 1983 by American Marketing professional, Jay Conrad Levinnson The expert presented the concepts and basic principles along with the "guerrilla tactics" to help small and medium organizations improve competitiveness; increase efficiency based on the competition of investment in thinking, gray matter instead of investing greatly in expensive media So far a lot of practical knowledge of the art of the world’s guerrilla marketing has been integrated into the clearer academic, strategic and tactical marketing process with the active participation and support of technology, modern media such as the internet, social networking, blog Basically, guerrilla marketing is seen as the "unusual" Marketing and promotion systems compared to the conventional way of thinking with limited budget mechanism A guerrilla marketing campaign has characteristics such as low cost, surprised, unique element even shocked witnesses by the highly interactive initiative, attracting customer’s participation, taking place in unexpected places, with the ability to "challenge" to think, explore secret stimulation Guerrilla Marketing (Guerilla Marketing) is a form of relatively attractive, effective marketing with modest cost to put the brand into the market ‘The main thing is how you insert what you want customers to know when making conversations with them’ - a marketing expert of BKG consulting firm commented ‘Once someone hears interesting information about your company, they will tell their acquaintances and friends, so we have to add" spice "to the conversation Of course, this task is not simple at all, but if compared with the construction of a promotional clip on the radio, we can save much money.’ CONTENTS In the information era, internet resource is an invaluable resource, many world’s major corporations such as Coca Cola, Pepsi, Intel, Google have a good use of resources to marketing to develop their trade mark, customer service at the global scale If Vietnam businesses want to improve their competitiveness, they cannot ignore this invaluable resource What is Guerilla Marketing? 1.1 Concept and objectives of Guerrilla Marketing Guerrilla Marketing is a concept and term introduced by Jay Conrad Levinson, author of the best-selling book series of Guerrilla marketing In the concept of guerilla marketing, operations should be unexpected, unconventional, highly interactive, and consumers need to be approached in unexpected places The objective of guerrilla marketing is to create a unique idea, and attract the curiosity of others to create buzz and the whispered argument Hence, it is a system of marketing activities that are suggested for small and medium businesses on the market, using moderate marketing budget but still hit the target and bring high efficiency, instead of spending huge marketing budget as multinational companies often 1.2 What is objective of Guerrilla Marketing? It is to create unexpected factor for partners (never appeared, unusual principles that are universal for people), making partners surprised, even shock to remind them the difference of products, the brand of the business Guerrilla Marketing focuses the ambush to surprise competitors to grab the victory Guerrilla marketing cannot ignore the ways to build trust, sympathy, the share of customers and the society by the great value that each business pursues Always remember: Marketing is relentless, and guerrilla marketing is to and make a difference 1.3 Typical feature of Guerrilla Marketing - The uniqueness and differences are fundamental elements replaced money; - The choice (or use) of the objectives line with cultural territory and the social value created by social resonance; - The rumor and spread on the internet are the techniques suitable for guerrilla communication style; - Patience is required in this type of marketing - Today Guerrilla Marketing is not only applied to small companies but also large companies are interested in guerrilla marketing A typical example in Vietnam: Tan Hiep Phat "first appeared in Vietnam." Characteristic of Guerrilla Marketing method is fast, neat and accurate Because of that characteristic, people who make guerrilla marketing must have appropriate and regular thoughts such as association, comparison and put their products in any specific situation of life Features of Guerrilla Marketing - Unexpected Creativity: Making advertising recipients (target customers) like and fee lucky to be seen and touched on the ad samples, it is the foundation and also the most prominent advantages of Guerrilla Marketing The surprise will accidentally occupy the hearts and minds of consumers Not only creativity, when you provide information that a customer need and love, it can also be called guerrilla marketing - Right Object: Not only guerrilla marketing, in all of the marketing activities we also need to focus on the right target audience However, guerrilla marketing is higher filter because we need to choose the highest concentration of the target group when we implement - Little cost: It is an essential element in building a guerrilla marketing campaign If the cost is too high, it is a common promotional campaign Impact of Guerrilla Marketing and communications technology Nowadays technology tied to life, especially young people born after 1984 The internet world becomes No interactive channel network, communication and media with the integration of technology, communication tools: video, web, mobile Especially the social media thrives with over 67% of internet users related to social networks and more than 300 social networks around the world Technology is really changing the way people discover, read and share news, information and marketing communications It provides marketing tools, building brand awareness, allowing organizations and individuals to connect with each other on a personal level The tools of modern e-guerrilla marketing including social networking, video marketing, online forums, blogs, virus marketing, and email marketing allow all organizations to be able to communicate and interact directly with their customers with low cost but high efficiency Many guerrilla marketing effective tools are gradually known and widely used in Vietnam such as Facebook, Twitter, Blogger, Word Press, Wikipedia, Linkedin, You tube, Picassa… Unable to compete with rivals by “stronger by rice, daring by money", Render devised another stratagem: by his cunning, he "shot information" to the public in the city where he was doing his business, he said his coffee was the main product of the locality where they lived, different from the products of "pagan religion" Starbucks The results were surprising: the local population turned their back with products of Starbucks coffee An advertising manager of a computer store told about an exciting sales technique as follows: a $900 laptop would be sold at the price of $699 in one day, and the next week, price would be increased $20 Information on prices of goods was transferred at a surprising speed On the first day, all laptops were sold out! One of the advantages of "guerrilla" Marketing is you will not have a massive attack to make a nuisance to your customers, such as the jangling phone call at the right of the customer’s dinner Moreover, the cost of the marketing campaign like this is quite cheap compared to other scale campaign, because you can take advantage of all the "weapons" available, especially during the boom era of information technology and Internet applications as today In "guerrilla" marketing, businesses should not limit for themselves how was sufficient Some managers just barely launched the "weapons" that they are available, with the thought that it would be enough to help them control of all of the necessary "entrench" However, in the current marketing "battlefield", there are more and more goals, new "entrench" for you to invade and successfully control A "guerrilla" marketing campaign requires rhythmic combination between hightech engineering and the manual method based on two main criteria to improve the contact with customers, consumers and attracted attention of public widely We need to use the "weapons" available within your company and outside, from the website system, email , radio , TV , telephone , fax, pager through postal mail, postcards transported in any form Therefore, we can say "guerrilla marketing warriors" in all respects and all such forms will become an important part of the community More importantly, the customers and consumers know them not because they are just in the business environment, but also in non- business environments The "warriors" in "guerrilla" marketing are really the people of work, with dynamic style, wherever, and have a very active intercom, feedback system You or your marketing staff regularly summoned to attend the customers’ conferences seriously Because "guerrilla" marketers are always seen as the valuable opportunity to ask the customers’ situations, listen to feedback and discuss a number of problems in some possible extents Besides, the marketers are always ready to register and actively participate as a member of various clubs This is the source of useful information so that they can "listen" on the market in general and other hot information They also organize workshops, free counselling career at any time and even conduct "drills" the marketing situations very orderly These people always appreciated the team spirit; they actively ally with other partners, not except his main rivals in the major marketing projects, especially in the marketing field on the Internet The talented staff often knows how to seize the opportunity with all their abilities They know to send to the customer notification letter with important content, or according to customer need (through exploration activities, instead of sending rampant, ineffective newsletters as some companies still often do) Besides, companies also issue newsletters, journals to give their customers, enclosing together with the Yellow Pages for enthusiastic visitors to companies It is important that these "guerrilla" marketers know how to care both the old customers, existing customers and target audience Not only that, the relationship with the media has always been enhanced and developed more intimate and reliably by the "warriors", because this is a bridge to connect companies with consumers Another interesting thing is the form of costly advertising such as TV, Radio and newspapers that are always considered, finally having an interesting solution The goal of the company is to increase advertising on television, radio and the national press version released in separate localities, various regions, in order to attract customers in the local with cheaper cost than the broadcast channel and posted on the central newspaper The importance of the "guerrilla" marketers in a marketing campaign is they have persistence, maintenance, able to combine all these "weapons" that they have in a continuous, regular process, and long-term purposes Knowing to stop to check progress, ability and identify opportunities received from campaign before continuing forward Success will not be easy and come quickly with the business, but remember, the chances and ability of success will increase many times if you take advantage of marketing effectiveness Guerrilla Marketing Strategy Guerrilla Marketing (Guerrilla Marketing) is an effective way to conduct market operations with a limited budget through informal media channels The "guerrilla" helps businesses avoid the attention and reaction of competitors, thereby silently approaching customers The famous guerrilla marketers are more interested than merely target "unusual and inexpensive" Their battles became the legends thanks to a long-term vision combined with great determination Specifically: - Prepare to change the world: They will bring customers things that no competitor can provide This should be an engine and a clear banner of guerrilla marketing campaigns - Careful calculation: You need to calculate the adverse situations that may occur to protect the safety of the meager funds for Guerrilla Marketing - Involve the participation of everyone: No guerrilla marketing campaign can succeed without the help of numerous people Care community marketing, the media and many collaborative programs to attract their attention Not to make money, but to fulfill its mission to change that - Deploying troops wisely: You should engage the participation of marketing agents, intermediaries whenever needed extra firepower, but also should avoid over-reliance on them in the long run - Small, but unusual thinking: The Guerrilla Marketing campaign just needs a small budget but requires a large amount of gray matter We use creativity, speed and adaptability to make most opportunities - Let everyone guess: Guerrilla Marketing campaigns always make good use of the surprising elements If you are doing something effective, change it before your competitors can react - Take gold and get out immediately: This means that we have clear business goals and quantitative Once you achieve this goal, you should get out immediately Lasting so long just waste your resources, you also allow competitors to have more time to respond Save yourselves to perform a new war - Leaders of tasks: leaders should be at the place where the important action takes place and in your case, it is in the community of customers and staff - Do not forget the propaganda: Today, it's called word of mouth (Word -of - mouth - WOM) If one of the guerrilla marketing campaigns you gain homerun points like in baseball, get yourself the biggest microphone and shout in public Do not just tell yourself, hail other heroes (customers, employees and anyone involved) because they will be the best source of WOM - Give people information about your work: Prepare the certain foundation for the "boss" knows the motives and the way you will go Also, interpretation of specific benefits related to customer community and focus on a single target CONCLUSION These organizations have the ability to "create" different brands to meet the needs & maintaining customer loyalty will have a competitive advantage over larger & sustainable competitors In this trend, innovation becomes the key competitive weapon for organizations to promote continuous innovation and creation of new products or services, the new modes of communication to increase the attractiveness & attract customers, thereby creating greater business efficiency This is particularly significant for small and medium businesses, even tiny businesses that have creation ability to produce good footprint & image characteristics Flexibility, creativity & innovation of small businesses has been triggered and boosted by the active support of industry information & communication technology (ICT) combined with guerrilla marketing, an industry with remarkable growth in the past few decades The most typical is the case of micro-enterprises with globally oriented right from inception, growing at a rate of "terrorist" and quickly became the business giant in the industry based on knowledge of ICT technologies such as Facebook, Google, and MySpace… Nowadays, not only small businesses but also large businesses constantly think and use guerilla marketing tools such as Adidas, Nestle, Unilever References: http://www.sptgroup.vn/index.php/kien-thuc/marketing/153-marketing-du-kich360-do http://www.doanhnhansaigon.vn/online/su-kien-doanh-nghiep/clb-doanh-nhansai-gon/2011/01/1051355/marketing-du-kich-nghe-thuat-tiep-thi-bang-tu-duysang-tao/ http://vi.wikipedia.org/wiki/%C4%90i%E1%BB%87n_to%C3%A1n_ %C4%91%C3%A1m_m%C3%A2y http://www.365ngay.com.vn/index.php? option=com_content&task=view&id=2948&Itemid=13 http://marketing.24h.com.vn/digital-marketing-24h/marketing-online24h/guerrilla-marketing-tiep-thi-theo-kieu-du-kich/ http://beta.gik.vn/marketing/bi-kip-du-kich-trong-marketing-va-10-trieu-luotdownload ... differences are fundamental elements replaced money; - The choice (or use) of the objectives line with cultural territory and the social value created by social resonance; - The rumor and spread... audience However, guerrilla marketing is higher filter because we need to choose the highest concentration of the target group when we implement - Little cost: It is an essential element in building... great value that each business pursues Always remember: Marketing is relentless, and guerrilla marketing is to and make a difference 1.3 Typical feature of Guerrilla Marketing - The uniqueness and