New advertising - A demonstration through Obama's election campaign
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Transcript of New advertising - A demonstration through Obama's election campaign
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New advertising methods
A demonstration through Obama’s campaign
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One source, multiple recievers Less opportunity of feedback Word of Mouth is hardly measurable Non customizable messages
20. Century advertising
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Barack Obama
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Franklin Roosevelt
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John F. Kennedy
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Statistics
PBS Newshour (2012)
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55% of all voters got in touch with the online campaign
1/3 of all internet users forwarded campaign content
230.000 event organized by volunteers 639 million $ donated 8 million more votes
Pew Research Center
Statistics (2008)
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Outsourcing – hiring a company to solve a problem (e.g. customer care)
Crowdsourcing – involvement of a large amount of people to solve a problem◦ Informational network is required◦ Creativity, different perspective◦ Security issues (publication of private data)
Tapscott D. – Williams A. D. (2007)Wikinomics
Crowdsourcing
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Encouraging grass-root activity, donation and action
One of the most powerful influental tool:Involvement
Groups/segments: Likeminded people encourage each other
Influence on family members, friends + internal phone network
Key factors
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Guerilla marketing Reducing costs, excluding mass media 80’s bars, good-looking women Asking someone if he would buy them a
drink Talking about the brand When the beverage came,
the lady disappeared Web Urbanist
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Customer to customer communication Guerilla marketing + Word of Mouth Interesting: entertaining, erotic, surprising
Viral marketing
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Wallsten, K. (2010)
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Wallsten, K. (2010)
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21. century advertising is becoming a dialogue between companies and customers
New questions, dilemmas rise ◦ Security issues◦ Hard to see the real purpose of a campaign◦ Strong influence on people
It makes co-operationefficient(e.g. Grass-root activities)
Summary