Professional Documents
Culture Documents
Online Communication
Tools
– Case Study of Apple
Presenters: Jiajia Min
Mengjie Xia
Zhenyu Xu
Date: 9th March 2010
Content
Part One: E-Marketing?
Definition & Importance
What does it include? Current Trend
Part Two: Online Communication Tools
Interactive Advertising
E-mail Marketing
Social Networking
Viral Marketing
Part Three: Case Study of Apple
Part One: E-Marketing
Definition
‘the use of the internet and related digital information
and communications technologies to achieve
marketing objectives.’
– The Institute of Direct Marketing
Importance: 5Ss
Sell – Grow sales
Serve – Add value
Speak – Get closer to customers
Save – Save costs
Sizzle – Extend the brand online
E-Marketing (cont’d)
What dose it include?
E.g. Online buyer behaviour; Website design; Online
communication, CRM, Search engine, etc.
Current Trend
Part Two: Online
Communication Tools
E-mail Marketing
Social Networking
Interactive Advertising
Viral Marketing
E-mail Marketing
What?
Direct marketing using the Internet as the medium of
communication is commonly referred to as ‘e-mail
marketing’.
a unique communication platform
Why?
Allow targeted and personalised communication.
Encourage trial and purchases
Part of a CRM dialogue
Versatility
Measurable
Immediate and actionable
Social Networking
What?
a site that facilitates peer-to-peer communication
within a group or between individuals through
providing facilities to develop user-generated content
and to exchange messages and comments between
different users.
Why?
Efficient to spread marketing message
Getting tons of visitors / page views
Develop relationship with customers
Assist in recommendations about products
Solicit feedback about product experiences and brand
perception
Interactive Advertising
What?
The paid ad placements using graphical or rich media
ad units within a web page to achieve goals of
delivering brand awareness, familiarity, favourability
and purchase intent.
Encourage interaction
Why?
Direct response.
Enhancing brand awareness and reach.
Media-multiplier or halo effect.
Achieving brand interactions.
Targeting.
Dynamic updates to ad campaigns.
Viral Marketing
What?
It describes any strategy that encourages individuals to
pass on a marketing message to others, creating the
potential for exponential growth in the message's
exposure and influence.
It is the internet version of word of mouth.
Why?
Power
Cost
Interaction communication
WOW
Part Three: Case Study of Apple
Apple Inc.
Designs, manufactures and markets consumer
electronics, related software, services, peripherals,
and networking solutions;
Committed to bring the best customer experiences
Continual investment in R&D
Increased investment in marketing & advertising is
critical
Why was Apple selected?
Most successful IT brand
A very loyal set of enthusiastic customers
Various marketing channels
Effective use of online communication tools
Apple’s E-mail Marketing
Apple on Social Networks
Apple’s Interactive Advertising
Get A Mac Campaign: “I’m Mac, I’m PC.”
Apple’s Viral Marketing
Get A Mac Campaign
66 clips, 30 seconds
each
14,444,746 views,
generally more than
100,000
314% increase for
Apple,
112% increase for
Google
29% increase for
Microsoft
Conclusion
Lessons from Apple’s use of e-marketing?
Being creative
Use technologies to redesign marketing practices
Integration of various online communication tools
However,
Should be aware of negative impact as well
E.g. Negative comments on product on social networks
References
Thanks For Your
Time .
Any Questions?