Online & New MediaCommunication Pathways in Marketing

SNC-MKTG350September 4, 2013

Tonight’s Agenda: Communication Pathways in Marketing• Did you read Chapter 1: Persuasion• Difference between coercion and persuasion• Advertising• Social Media

Key Points: Persuasion

• There is a difference between persuasion and coercion– Persuasion encourages based on desires (“pull”)– Coercion makes undue use of fears (“push”)

• Advertising is communicating messages we know are paid for

• PR obscures paid vs. objective understanding• Social media: potential to be more egalitarian, but

still has all the components

Advertising vs. Social MediaADVERTISING SOCIAL MEDIA

One-way communication Multi-pathway communication

Controlled by advertiser Less control over message

Opinion is secondary Opinion is part of it

Pay more, get more coverage Pay more, get a questionable return

“Broadcast” presentation “Narrowcast” presentation

Delayed feedback Immediate feedback

Rarely seek out your messages Potentially seek out your messages

Supports sales Supports the buying decision

High cost Lower cost

Developing customers Developing influencers and evangelists

Marketing interrupticus

Advertising - History

• Goes back to the Egyptians

• Started as signs• As literacy

widened, expanded to print 1500’s

Advertising – History 1700’s

• In-line typeface presentation• No federal guidelines• Pack it all in there

Advertising – History 1800’s

• Lithography images become more prevalent

• Options in ads assume a widening audience of readers

• Starting to differentiate through advertising

Advertising – History 1900’s

• More attractive, artful• Product is part of scene• Positions WHO should

be attracted to product; starts to act as a mirror, consumers can see themselves in the ads

• Messaging much cleaner

Advertising – History 1900’s

• Messaging much cleaner, more directive

• Core appeal featured• Price positioning

used more frequently

Advertising – History 1900’s

• Appeals to authority• Indulging in what

people already want• In the 40’s and 50’s,

starts to “look” like advertising we’re familiar with now.

LESSON TO BE LEARNED HERE: Don’t write ransom notes. We have an obligation to overcome the skepticism our marketing predecessors created

How much does trust really matter?

Recommendations from Friends

Consumer Posted Opinions

Websites

TV Ads

Billboards

Radio

Source: http://www.mediabistro.com/alltwitter/social-vs-traditional-media-marketing_b25389

Advertising

Costs Shift when comparing advertising and social media

But they don’t disappear! Online is not free.• Advertising:– Cost is direct to media channels– Can include promotions– Can include customer service/post-sales

• Social Media/Online:– Cost is indirect: to posters, strategy– Post-purchase rewards are vital in new media

Authenticity Matters More in Social

Ways to be more authentic

• Write clearly and specifically: don’t make grandiose claims about your product

• Use sources for improved credibility• Invite feedback, critique, opinions of your customers• Use clean design, don’t “trap” people into signing up

to get something you promised• Respond constructively and positively to comments

and feedback

Social Media

Influence: Reviews

Click to watch a video describing how to transition a boring offer to be more persuasive

http://www.humanfactors.com/video/powerofpetdesign.asp

Persuasive Design

Next session:• Read Chapter 1 in Analytics text• Quiz 3• Tools of Digital Marketing

– Websites and blogs– Search: Google, Bing & Yahoo

• Organic results• Paid results

– Email – Automated marketing tools

• Eloqua, HubSpot, etc.

• First blog post due: Wed., Sept 11