Wednesday, May 9, 2012
Week 3 Task: Writing and Optimizing Your Text for Search
New Experiences, Sentosa.
Singapore's new entertaining attraction, Sentosa, had went through a huge revamp over the past few years. Today, it has become one of the top attractions for the tourists and also Singaporeans, the Resort World Sentosa, a new entertaining resort for people. With entertainments like the biggest theme park, Universal Studios Singapore, the casino, and also many convention halls for performances and concerts. Universal Studios Singapore, the largest theme park in Singapore, has now become the significant tourist attraction in Singapore. With the 7 different sections in the theme park, each section has their own theme and rides, leaving a significant adventurous experiences and thrills for the people. As years goes by, Singapore has also constantly making night life more happening and interesting for the partygoers. Apart from the tradition indoor clubs with the dance floors, bars and house musics, Wavehouse Sentosa brought night life to another new level. Having the artificial Wave in the Wavehouse Sentosa, partygoers can now enjoy surfing and clubbing at the same time, bring a whole new clubbing and surfing experience to the potential partygoers and local surfers!
Please visit http://www.rwsentosa.com/ for more information!
Tuesday, May 8, 2012
1. What is the name of the company and nature of the company business in the video?
Standing Sushi Bar, restaurant that serve Japanese cuisine, Food and Beverages.
2. What is the objectives of the Video?
To find out what it takes to succeed in the new digital edge of the business world
To find out what it takes to succeed in the new digital edge of the business world
3. How does the company make use new media technology for improving business. (Give some examples that the business owner mentioned in the video)
Examples:
- HungryGoWhere
- Twitter > putting up available promotions
- Blog > having long entries at the blog
- Facebook > set up communities
- Blog > having long entries at the blog
- Facebook > set up communities
Uses twitter to monitor instant feedback, very interactive, can receive messages like direct messages or public messages.
4. Which are the social media that the company use, and what is the benefits of the social media that the company use?
- Twitter > monitor feedback, instant feedback direct from the customers, easier to attend to enquiries, can receive direct or public messages, can chat with customers
- Blog > journal about experiences went through during the business, more behind the scenes of the restaurant
- Facebook fan page> display photos, information and promotion.
- FourSquare >
5. Who are the targeted audiences for the company? How does new social media benefits these targeted audiences?
- Professional crowd that has more income.
They can know about promotions and discounts through the mouth of people who are tech savvy. This text savvy people occupies a large group of the popularity.
- Professional crowd that has more income.
They can know about promotions and discounts through the mouth of people who are tech savvy. This text savvy people occupies a large group of the popularity.
6. What is Chalkboard, and how it works?
- A location based advertising application that update potential customers on discounts, promotions and events at the restaurants near them. It can help SME businesses to market around the businesses around 1 km radius.
7. How does Chalkboard connects people?
- Move from mobile to web
- Continuously improving the platform
- Integrate with social medias like Facebook
8. What are the critical success factors for using Chalkboard application?
* Critical Success Factor: Benefits that the client will get from using the Chalkboard application.
Potential customers will be alerted if they are 1 km away from restaurants that are having events or promotions which means that SME business can easily connect with consumers.
9. What are the rules and trends for SME (Small Medium Enterprises) when using online social media technologies?
- Getting on social media is a must
- Do not be discouraged by bad feedbacks
- Do not be afraid to try new ways for marketing, which is the online social marketing
Wednesday, May 2, 2012
Discussion on Online Video
1. What is the name of the company and nature of the company business in the video?
Upfront Media. Consultancy film that specializes in offering marketing solution to companies who need advertising plan to boost their sales
- Whether the company is ready for the new media campaign
- whether business objective is suitable for social environment
- long term engagement
- nurture people
- build relationship with client
- convert to long term loyal customer that we can have a dialouge with
3. How does the company determines which social media tools that is appropriate for the clients' branding?
- more community field > facebook
- lots of special, want to advertise more on special > twitter
- video, tutorials > youtube, youtube channel
4. Give the example that the company stated as the successful digital marketing campaign.
The video introducing the Old Spices body wash.
5. What are the Marketing strategy that the company mentioned to gain customer loyalty?
- need to have a conversation
- talk to them about good/bad side
- need to be open
- get the company a human face.
6. What did the video mentioned about succeeding in social media marketing?
- think long term
- know your target market well
- accept critique
- do it and take it seriously
- be realistic about the output from the amount of money you put in.
- have to be in digital
Discussion - Fashionista
Discussion on various market segmentation applicable to Fashionista
Geographic
Online shopping do not just happen in one country. Almost all online boutiques can be access from worldwide, therefore, Fashionista, can also be targeted at audiences from around the world as long as they are the potential online shoppers.
Demographic
Fashionista does not actually have much limitation on the demographic of the market. Other than the generation of audiences which determines different age groups. An example, people who are from the younger generation and the older generation may not have the habit of surfing or shopping online.
Other than the generation of the audiences, every other factors like occupation, income, family size or family lifecycle does not determine whether do they shop online, therefore, demographic of the market will not affect Fashionista from targeting at a large group of audiences.
Psychographic
Psychographic describes the lifestyle of the audiences. The activities they usually have, their interests, their attitudes, values and opinions. In terms of the psychographic of the market, Fashionista might not be suitable for everybody. Some people might love to shop but not online. Reasons why people prefer shopping from mortar and brick stores can defers from their opinions and values. In their opinion, maybe nothing beats trying the apparel in real life. Fashionista might not be able to satisfy what this group of audiences need.
Behavioral
Targeting at the behavior of audiences towards the product, using Fashionista will not be affected from how the behavior of the audiences are like. Being a interactive application, Fashionista provides a better and enhanced experienced from shopping online. It does not affect whether the audiences are potential, first-time or regular, whether the audiences are a fan of the brand or the readiness of the audiences on buying the product. Fashionista provides only the convenience of shopping apparel online to the audiences.
Technographic
The technographic of the market determines the group of audiences that Fashionista can target on. Even though technology have been improved and more people are involved, there are still a group of audiences that might not prefer to shop online, also, not to mention about people who do not use these technology often.
Geographic
Online shopping do not just happen in one country. Almost all online boutiques can be access from worldwide, therefore, Fashionista, can also be targeted at audiences from around the world as long as they are the potential online shoppers.
Demographic
Fashionista does not actually have much limitation on the demographic of the market. Other than the generation of audiences which determines different age groups. An example, people who are from the younger generation and the older generation may not have the habit of surfing or shopping online.
Other than the generation of the audiences, every other factors like occupation, income, family size or family lifecycle does not determine whether do they shop online, therefore, demographic of the market will not affect Fashionista from targeting at a large group of audiences.
Psychographic
Psychographic describes the lifestyle of the audiences. The activities they usually have, their interests, their attitudes, values and opinions. In terms of the psychographic of the market, Fashionista might not be suitable for everybody. Some people might love to shop but not online. Reasons why people prefer shopping from mortar and brick stores can defers from their opinions and values. In their opinion, maybe nothing beats trying the apparel in real life. Fashionista might not be able to satisfy what this group of audiences need.
Behavioral
Targeting at the behavior of audiences towards the product, using Fashionista will not be affected from how the behavior of the audiences are like. Being a interactive application, Fashionista provides a better and enhanced experienced from shopping online. It does not affect whether the audiences are potential, first-time or regular, whether the audiences are a fan of the brand or the readiness of the audiences on buying the product. Fashionista provides only the convenience of shopping apparel online to the audiences.
Technographic
The technographic of the market determines the group of audiences that Fashionista can target on. Even though technology have been improved and more people are involved, there are still a group of audiences that might not prefer to shop online, also, not to mention about people who do not use these technology often.
Tuesday, May 1, 2012
Week 2, Self Directed Learning
List some examples of Traditional Marketing and Digital Marketing techniques.
Traditional Marketing:
Consumers as Viewers, meaning that consumers were being treated as viewers whom information were being created awareness to. More of a one-way advertising method.
Contents are schedule-driven, meaning audiences can only view the contents of a particular products or services that they are interested in during a specific scheduled timing.
Post-campaign tracking, meaning that marketers will know the feedback or impact created to their consumers only after a period of time after the marketing method was being launched.
Digital Marketing:
Consumers as Participants, meaning that being aware of a particular piece of information, consumers are also allowed to give feedback to the information rather than just knowing the existence of the information and understanding it.
Contents are Time Shifted - Anytime, meaning that consumers can now view particular piece of information anytime and anywhere they want or like it. They can even have the flexibility to schedule when they want to view according to as and when they want it to be. No more limitation on viewing of information in terms of time and location wise.
Real-Time Measurement, meaning that as fast as a piece of information is being introduced to the consumers, feedback can be obtained by the marketers. With this piece of information that were taken from the consumers, marketers can effectively make changes to improve their products or services according to their consumer's needs.
What Is Viral Marketing?
Viral Marketing refers to the marketing strategies that were being executed through the aid of existing social networks or digital medias to create awareness to their consumers.
List FIVE different social media tools for digital marketing.
- Facebook
- Twitter
- YouTube
- Blogger
- Vlogs (Video Blogging)
List out the pros and cons of using email as the DigiMarketing strategy.
Pros:
- Information can be spread across at a fast speed
- Awareness can be created to a larger amount of audiences
- Do not have to spend money for advertising through sending email
Cons:
- Content might not be suitable for every audiences
- Audiences might treat it as a spam or virus email
Traditional Marketing:
Consumers as Viewers, meaning that consumers were being treated as viewers whom information were being created awareness to. More of a one-way advertising method.
Contents are schedule-driven, meaning audiences can only view the contents of a particular products or services that they are interested in during a specific scheduled timing.
Post-campaign tracking, meaning that marketers will know the feedback or impact created to their consumers only after a period of time after the marketing method was being launched.
Digital Marketing:
Consumers as Participants, meaning that being aware of a particular piece of information, consumers are also allowed to give feedback to the information rather than just knowing the existence of the information and understanding it.
Contents are Time Shifted - Anytime, meaning that consumers can now view particular piece of information anytime and anywhere they want or like it. They can even have the flexibility to schedule when they want to view according to as and when they want it to be. No more limitation on viewing of information in terms of time and location wise.
Real-Time Measurement, meaning that as fast as a piece of information is being introduced to the consumers, feedback can be obtained by the marketers. With this piece of information that were taken from the consumers, marketers can effectively make changes to improve their products or services according to their consumer's needs.
What Is Viral Marketing?
Viral Marketing refers to the marketing strategies that were being executed through the aid of existing social networks or digital medias to create awareness to their consumers.
List FIVE different social media tools for digital marketing.
- YouTube
- Blogger
- Vlogs (Video Blogging)
List out the pros and cons of using email as the DigiMarketing strategy.
Pros:
- Information can be spread across at a fast speed
- Awareness can be created to a larger amount of audiences
- Do not have to spend money for advertising through sending email
Cons:
- Content might not be suitable for every audiences
- Audiences might treat it as a spam or virus email
Tuesday, April 24, 2012
Case Study - 1, Viral Marketing
What did Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort , did for advertising The Wizarding World of Harry Potter?
Instead of spending large sum of money on traditional advertising methods, Cindy Gordon merely told 7 people about the new concept of the Harry Potter related theme park. This 7 people are actually rabid fans that were being selected by Cindy Gordon from the top fan site of Harry Potter. Having selected the people whom Cindy Gordon wanted to create the awareness of this Harry Potter theme park to, they were being invited to participate in the exclusive Webcast event where working teams for the Harry Potter theme park talked about the newly launched concept theme park.
Cindy Gordon also created a microsite for the introduction of The Wizarding World of Harry Potter. This can cater to people who are the big fans of Harry Potter and also people whom are interested in the concept theme park that will be launching. This also helps create awareness to group of audiences without having to spend large sum of money on other advertising methods.
Explain the term "Word-of-mouse".
The term, "Word-of-mouse" actually refers to how words from small group of audiences can be spread around to the ears of larger groups . In another way, meaning that the awareness of the Harry Potter theme park can actually be enlarged through the mouths of a small group of audiences and the result of this awareness being created can also be as much as using traditional advertising methods.
What are the other cases of viral marketing examples mentioned in the paper? (Name the company, and state what marketing strategies that they deployed).
Steve Chazin is an example of someone who uses viral marketing to promote not products but himself. Being prepared for a new opportunity to advance his career, Chazin did not follow the traditional method of handing up resume to his desired company, instead, he launched an e-book and created a blog which he wrote all about himself and his marketing experiences in Apple. Inc. This e-books and blog were easily reachable through online without having to be charged on anything, therefore, it will be much more approachable towards audiences. Chazin believed that the things that he really want to convey to his desired company could not be done through simple resume so he started out with the e-book and blog that allow audiences to know him better. And through the word-of-mouse, everyone started talking about him and even mention him on their own blogs. His e-book and blog were also highly-aware by most people. He created awareness for himself to the audiences and also to his desired company that he want to works in making the company to approach him instead of him approaching the company with just a resume which beat being viewed as one common resume among thousands.
Also being mentioned in the paper, big company like IBM also uses viral marketing to promote their own business. They uploaded series of humorous videos which also involve the promoting of their business in it on YouTube. Through the word-of-mouse again, these humorous videos from IBM were being shared around by bloggers, hence, creating a large impact of awareness to more audiences. They also created a microsite that can be linked from their official website, which are actually the links to their humorous advertising videos.
Best Practices of Digimarketing
Microsite Example: http://www.lancomebeautyinstitute.com.sg/
Benefits of a Microsite
The benefits of microsite can cater to different group of audiences whom can be interested in the particular promotion/service that the company is having. They might not be interesting in what other promotions/services the company is having.
Microsite can also make a particular promotion/service that were being launched by the company to be exclusive as there is a standalone site just for the particular promotion/service.
The microsite given is an example of microsite linked from the main page, www.lancome.com.sg. The link given is the link to the Lancome Beauty Institute in Singapore. This microsite can cater to audience who are interested to enroll into the institute and not audiences who want to buy products from Lancome.
Benefits of a Microsite
The benefits of microsite can cater to different group of audiences whom can be interested in the particular promotion/service that the company is having. They might not be interesting in what other promotions/services the company is having.
Microsite can also make a particular promotion/service that were being launched by the company to be exclusive as there is a standalone site just for the particular promotion/service.
The microsite given is an example of microsite linked from the main page, www.lancome.com.sg. The link given is the link to the Lancome Beauty Institute in Singapore. This microsite can cater to audience who are interested to enroll into the institute and not audiences who want to buy products from Lancome.
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