shane bracken & manik islam.. can see and understand non-verbal communication more free...
TRANSCRIPT
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ONLINE MARKETING STRATEGY AND PRACTICE
Shane Bracken & Manik Islam.
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TRADITIONAL
Can see and understand non-verbal communication
More free flowing discussion dynamics easy to pursue/question issues
Reaches all segment of population.
More geographic limitations
Less flexibility for respondents. ( Lilyquist, M. 2013).
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DIGITAL
Wider geographical reach More flexibility for responds. Helps to understand digital
media. Accessible to any size
business. Make marketing message
changes on the fly. Can built direct
relationships. Data and results are
available immediately. ( Lilyquist, M. 2013).
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TRADITIONAL VS DIGITAL
Traditional Newspapers, TV, radio,
SMS broadcast and business networking
Expensive form of advertising
Can be very difficult to measure
Digital Blogs, YouTube, Tumblr,
Sound cloud, Instgram,Twitter and Facebook
Inexpensive form of advertising, with low overheads
Easier than traditional methods to measure
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COMMUNICATION MIX
Action
Demand
Interest
Awareness
The Classic marketing funnel is linear and implies a beginning and an end.
Communication mix cycle is continuous.
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TRADITIONAL VS DIGITAL
Traditional The emphasis here is for
companies to find new prospects, Convert them into a customer but very little is done to keep those customers
Historically, the best you could do after turning a prospect into a customer was to provide a great customer experience and hope they come back to buy more
Digital On the other hand, the
emphasis for companies is to keep their customers and through word of mouth convert other prospects
Successful businesses understand that marketing does not end with the sale but rather it begins after the sale
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ANNUAL REPORT
Accident rates were rising, due to an increase in risky behaviour around trains. A study showed the following results on the metro lines in its annual safety report for 2011-12. (Sharpe, P 2012).
Metro recorded 979 slips, trips and falls by passengers, with injuries ranging from minor wounds to serious injuries to the head and face.
23 collisions between a train and a person, not counting suicides or attempted suicides.
Six pedestrians were hit at a level crossing, two of whom were killed.
11 collisions with vehicles at level crossings, three of which resulted in a death, and 74 near misses.
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OBJECTIVES
“The truth is that trains travel in a straight line. If you get hit by a train, you’ve probably done something wrong which makes getting hit by a train one of the dumbest ways to die”(McCann 2012)
To reduce the number of accidents on its rail network To engage at-risk young people who were most likely to
become injured in or near a Metro Train station Deliver the safety message in a way the PSA had never seen
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VIDEO
http://www.youtube.com/watch?v=IJNR2EpS0jw
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WEBSITE
The website offers a number of interactive games for users visiting the website.
On the site visitors have the opportunity to take a pledge to be safer around the metro train lines
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DOWNLOADABLE APPS/MUSIC
The mobile app was downloaded across 135 countries and has to date over 14 million downloads. The app has climbed to number 1 in 17 countries including the US, UK, Canada and Australia (McCann, E. 2012)
The song was released on iTunes and reached the charts in 28
countries
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TUMBLR
The video was reimagined as 21 animated GIFs on Tumblr. These GIFs created huge and immediate viral effect, driving traffic to both YouTube and our microsite.
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RESULTS
Because of the popularity radio stations played it for free.
Earned 60million in free media and is still rising. Most shared PSA in history. Over million took the pledges on website. 21% reduction in accidents and deaths. 3rd most viral Ad campaign of all time. (Google think
insights. 2012). Dumb ways to die was the most awarded campaign in
history of Cannes ( with 28 lions, including 5 Grand Prix.) (Digital Strategy Consulting. 2012).
Over 61 million youtube hits thus far.
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Thank YouAny Questions ?