TRIGGER 10

1. Virtual reality
   
   • Advantage
     
     • The New Sphere
       New campaigns are beginning to include Augmented Reality as part of their communications strategies.
       Example: A recent campaign which has incorporated this is The Gorillaz for their new album, “Plastic Beach”. They have promoted it in the latest edition of NME Magazine which comes complete with an A5 booklet filled with Gorillaz information and inside is an Augmented Reality marker, which when held up to a webcam the user is presented with a 3D “Plastic Beach” which may be navigated around.
     • Personal Experience
       Once mixed with your social media applications, it can become a personal experience with offers/coupons from shops you like and places you enjoy going to – hence a marketers’ dream. This could prove to be highly useful to PROs when trying to reach their target market as the displays are only perceived by a single user, raising the possibility of creating rich, personal experiences for all occupants of a shared space. 
     • Can be used in hopspitals to provide training to doctors.
     • Used in military so provide war and battle situations.
     • It is the technology of the future and is constantly growing
     • Its uses have given the gaming industry a new light
     • Virtual reality is now being integrated everywhere
   • Disadvantage
     
     • Privacy
       Nevertheless, all of this causes great concern for the privacy of its users and realistically Augmented Reality cannot come without its drawbacks.
     • Virtual Reality equipment is very pricey.
     • The new technology can not be used by everyone.
     • It is limited to people who have good eyesight (in some systems glasses are not allowed)
     • Virtual reality technology has been associated with weight gain becuse people do not leave their house.
     • Only large companyies have access to current technology. 
   Source:
   Virtual Reality: Advantages and Disadvantages
   http://virtualrealitysource.blogspot.fi/2010/10/google-chrome-advantages-and.html
   SPIN: Advantages and disadvantages of Augmented Reality
   http://www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality
2.  Trending markets
   
   • Ease of doing business
     http://www.doingbusiness.org/rankings

TRIGGER 9

Problem
Turning ideas into messages







LO#1
Idea gathering process

a. sources of creative ideas for marketing communication messages

Strokes of genius: Here’s How the Most Creative People Get Their Ideas

• Stop expecting inspiration to deliver a finished product.

• Write all your ideas down as early as possible. (It’s no surprise so many of the geniuses kept notebooks.)

• Stop discarding half-baked ideas. Those crappy ideas are the good ideas — they just need work.

• Don’t think your first idea is the right one. And don’t think it’s perfect as-is.

• Give it time. Deadlines don’t make you more creative.

• Wrestle with your ideas. Dissect, combine, add, subtract, turn them upside down and shake them. Get ideas colliding.

 http://time.com/2907776/strokes-of-genius-heres-how-the-most-creative-people-get-their-ideas/



b. Tools for creation process

50 BEST TOOLS TO DEVELOP A SUCCESSFUL MARKETING

•  Mplans
  http://www.mplans.com
• PLANLAB
  http://getplanlab.com/
• Marketing plan premire
  http://getplanlab.com/

http://www.docurated.com/all-things-productivity/50-best-tools-marketing-strategy
 
LO#2
How people perceive/understand the message?


a. How to align the created idea according to the objectives?

consumer perception
A marketing concept that encompasses a customer's impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

http://www.businessdictionary.com/definition/customer-perception.html#ixzz45XN4FkBV


 

 


 

TRIGGER 8

Problem
The right media for the right target.


LO#1
How to select the right media mix?

What is media mix?
 
Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign.

http://www.businessdictionary.com/definition/media-mix.html


Media Selection

Budget

What is your overall budget for advertising?  Will your budget give you the coverage you want? A firm that has a limited budget for advertising will limit the amount of coverage certain media can provide. You will need to strike a balance between budget and coverage.

Campaign Objectives

One factor that will influence the budget and coverage question is the objective of the campaign. If the objective is to raise the brand awareness of the firm amongst the teenage market then this will influence any decisions you make above. You may need to spend a little more on certain publications in order to meet your objectives.

Target Audience

The media you selected is obviously influenced by the target audience. A firm must select media that the target audience is associated with e.g. the magazines or paper that they read, or the social networking site they use.

Focus

What is the message focus going to be? Will the message be emotional and work on guilt or will the message be clear cut and say why the firm is better than the leading player?

Readership of Media

What is the readership of the media you wish to select? Readership is the number times a publication has been read, so if I pick up newspaper on the train, read it and leave it on the train and that same newspaper has been read by 10 other commuters, the readership in total is 11.

Circulation of Media

A firm will need to find out what the overall circulation of the media chosen is. So how many publications are sold, and exactly who reads them.

Timing

When do you want the advertising campaign to start? Is it specific to a particular time of the year e.g. Easter or Christmas?

Conclusion

So when selecting your media for advertising you need to take into account all of the above factors into account to maximise the success of your advertising campaign.

Learnmarketing.com



LO#2
How do media agencies research the target audience?





5 Ways to Reach Your Target Market Online

1. Connect with their social cirles
   Social influence is powerful — and social media is social influence amplified. As a marketer, it’s in your best interest to align with the social channels that your customers and prospects are already using.
2. Target behaviors through paid channel advertising
   There are many additional ad networks out there with powerful audience targeting features. These platforms build comprehensive profiles of users on the internet. Through data, ad networks can identify who you want to reach.
3. Blog about your customers' interests
   Content marketing is a powerful inbound marketing tool. By maintaining a blog, you’ll position your company as a thought leader and expert in your industry. If you want to attract visitors, what’s key is that you build editorial calendars, topic ideas, and keyword lists that are in complete alignment with your prospects’ areas of interest.
4. Partner with like-minded brands
   Multi-headed beasts are inevitably smarter than single-headed beasts. There are similar companies trying to reach audiences like yours. Find out who these companies are, and instead of trying to beat them — join them in a consolidated, team effort.
5. Provide relevant customer testimonials that speak to your target market
   
   Your customer testimonials should connect with prospects on both a rational and emotional level. When visitors see your product for the first time, they are typically zeroing in on one key question — “what’s in it for me?”
   You can simplify this mental process by providing a direct answer to this question. Show them examples of customers like themselves — social proof that underscores why your brand really is exceptional.

http://www.adherecreative.com/blog/bid/145373/5-Ways-to-Reach-Your-Target-Market-Online


- Interactive Marketing (maybe even better than the two shitty questions)
- Media habits
- Media mix
- Intermedia & Intramedia (differences)
- Target Market Research Methods

TRIGGER 7

Problem
Social media as a tool?


LO#1
What are the social media platforms, why and how to use them?
- roles of social media



6 Backstage Social Media Platforms Every Marketer Should Be Using
Jayson DeMers 

1. Pininterest
   Pinterest is one of the best and most popular image-based platforms around.Its format allows viral content to spread quickly, since its share feature “re-pinning” encourages fast travel from user to user, and there are no signs of the social powerhouse’s momentum slowing down anytime soon.
   If the business has products that can be shown off with well-taken photos, Pinterest is perfect for them.
2. Instagram
   Instagram is one of the most popular social media platforms around, with 200 million active users and an average of 60 million photos shared every day.
   Use Instagram to demonstrate the personal side of your brand.
3. Tumblr.
   Think of Tumblr as a social version of a traditional blog. It’s a new outlet for you to publish and distribute your content, and since other users can connect to your blog with ease, it’s easier to build long-term connections.
   The best way to use Tumblr is as a niche division of your brand—for example, Target uses Tumblr to advertise and promote different fashions associated with the brand. Tumblr users do tend to prefer images and videos over written content, but it’s a good idea to use both if you want to attract the largest possible audience.
4. Sulia
   
   Sulia is a relatively new platform that’s attempting to segment and filter the endless stream of content that social media users tolerate. It is an entire platform dedicated to a more refined experience than FB and Twitter.
   Sulia is a content platform like a communal blog, but it allows users to categorize their content and search based on user-tailored “suggested posts” and posts that are trending within the community. With Sulia, you can write to a focused section of your audience and build a more relevant readership. You might get fewer readers with Sulia compared to a mainstream publisher, but the types of readers you get will be more relevant for your brand and therefore, will be more likely to convert.
5. Bubblew
   
   Instead of posting all its own content or relying on its users to generate free content it can leverage, Bubblews shares all its ad revenue with its contributors. Right now, there aren’t that many people using Bubblews, so the revenue being shared is miniscule and the readership is limited. However, as it grows, there is a key opportunity for brand promotion.
   Think of Bubblews as a guest blogging platform that can generate a separate stream of revenue.
6. Snapchat
   Snapchat started back in 2011, but because it’s been used mostly for personal exchanges, it’s slipped by the eyes of most marketers.
   The target audience will only have a few seconds to read and remember your message. In a way, that’s advantageous considering the painfully low attention span of your average user—it’s a way of almost guaranteeing their attention for those few seconds. But at the same time, you need to compress your messaging to ensure it is memorable.

http://www.forbes.com/sites/jaysondemers/2014/08/26/6-backstage-social-media-platforms-every-marketer-should-be-using/#2c8688e83863


LO#2
How to measure the effectiveness of social media?

How to Measure Social Media Marketing Success
By Bob DeStefano








Reach – How Many People Did You Impact with Your Message?

• Connections on LinkedIn
• Followers on Twitter
• Likes on your Facebook page
• Views and Subscribers on your YouTube channel
• Visitors to your blog, etc.

Engagement – How Many People Interacted with Your Message?

• Registrations for content downloads
• Webinar registrations
• Online lead generation form completions
• Phone-in leads
• Online sales

http://www.svmsolutions.com/resources/articles/how-measure-social-media-marketing-success


A Comprehensive Guide to Social Media ROIDara Fontein

Social media ROI(return on investment) = (SM return – SM investment) / SM investment percent.
Social media ROI is defined as a measure of the efficiency of a social media marketing campaign.

https://blog.hootsuite.com/measure-social-media-roi-business/



KW
emotional engagement, social media,