E-Marketing Communication GLOBAL MARKETING AND COMMUNICATION E-Marketing Communication Dr Sophie Liu

Learning objectives To appreciate global environmental changes in the digital age To evaluate the opportunities and identify the new trends in e-marketing communications To appreciate the application of new media in global marketing

Global Marketing Environment Demographic Intermediaries Technological Economic Customers Suppliers Company Cultural Publics Competitors Political/ Legal Natural Micro environment Macro environment

Changes in Global Marketing Environment Proliferation of new technologies Globally connected consumers Higher consumers’ expectations Increased multi-tasking and multi-screen consumers

Suppliers Intermediaries Technology Customers Competitors Company

Marketers can respond in three basic ways to the environment: Doing nothing Reacting to it Being proactive

E-Marketing Communication Tools

Interactive Marketing Online PR Online sweepstakes Online discount Public Relations Pop-up ads Banners Video ads Advertising Sales Promotions Email Marketing Sponsorship Direct Marketing Promotional Tools Social media sponsorship Personal Selling Events Marketing Interactive Marketing Online personal selling Online events Mobile marketing Social media marketing

One-to-many Many-to-many Traditional Media New Media One-to-one One-to-many Many-to-many One-to-many Monologue Dialogue Mass Marketing Personalised/Individualised Brand Generated Content User Generated Content Controlled communication Unstructured communication Pre-produced/scheduled Real time creation Paid platform Free / low cost

Social Media Diversification Increase coverage; Produce appealing content in a variety of media forms; Create brand differentiation; Enhance consumer experience.

Real-time Marketing Event driven Customer driven -- public events -- brand events -- breaking news Customer driven -- customer service -- crisis management

Interesting Exciting Visual Content Marketing Entertaining Engaging Interesting Exciting Valuable Visual Relevant Inspiring Attractive

Viral Marketing Viral Marketing refers to any strategy that encourages and facilitates individuals to pass on a marketing message to others, creating potential for exponential growth in the message’s exposure and influence.

Viral Marketing Buzz Marketing WOM Marketing An attempt to deliver a marketing message that spreads quickly and exponentially among consumers. Get consumers to do marketing for you! WOM Marketing An event or activity that generates publicity, excitement, and information to consumers. Get consumers to talk about you! When people share an opinion about a product/service /company with others. Get consumers to become natural brand advocates!

Mobile Marketing Mobile Advertising Mobile Apps Location-based Marketing

Social Media Marketing Conclusion Content Marketing Viral Marketing Social Media Marketing Buzz Marketing Real-time Marketing Mobile Marketing

Any Questions? sophie.liu@northumbria.ac.uk