ONLINE MARKETING STRATEGY AND PRACTICE

Shane Bracken & Manik Islam.

TRADITIONAL Can see and understand

non-verbal communication

More free flowing discussion dynamics easy to pursue/question issues

Reaches all segment of population.

More geographic limitations

Less flexibility for respondents. ( Lilyquist, M. 2013).

DIGITAL Wider geographical reach More flexibility for responds. Helps to understand digital

media. Accessible to any size

business. Make marketing message

changes on the fly. Can built direct

relationships. Data and results are

available immediately. ( Lilyquist, M. 2013).

TRADITIONAL VS DIGITAL Traditional Newspapers, TV, radio,

SMS broadcast and business networking

Expensive form of advertising

Can be very difficult to measure

Digital Blogs, YouTube, Tumblr,

Sound cloud, Instgram,Twitter and Facebook

Inexpensive form of advertising, with low overheads

Easier than traditional methods to measure

COMMUNICATION MIX

Action

Demand

Interest

Awareness

The Classic marketing funnel is linear and implies a beginning and an end.

Communication mix cycle is continuous.

TRADITIONAL VS DIGITAL Traditional The emphasis here is for

companies to find new prospects, Convert them into a customer but very little is done to keep those customers

Historically, the best you could do after turning a prospect into a customer was to provide a great customer experience and hope they come back to buy more

Digital On the other hand, the

emphasis for companies is to keep their customers and through word of mouth convert other prospects

Successful businesses understand that marketing does not end with the sale but rather it begins after the sale

ANNUAL REPORTAccident rates were rising, due to an increase in risky behaviour around trains. A study showed the following results on the metro lines in its annual safety report for 2011-12. (Sharpe, P 2012).

Metro recorded 979 slips, trips and falls by passengers, with injuries ranging from minor wounds to serious injuries to the head and face.

23 collisions between a train and a person, not counting suicides or attempted suicides.

Six pedestrians were hit at a level crossing, two of whom were killed. 11 collisions with vehicles at level crossings, three of which resulted

in a death, and 74 near misses.

OBJECTIVES“The truth is that trains travel in a straight line. If you get hit by a train, you’ve probably done something wrong which makes getting hit by a train one of the dumbest ways to die”(McCann 2012)

To reduce the number of accidents on its rail network To engage at-risk young people who were most likely to

become injured in or near a Metro Train station Deliver the safety message in a way the PSA had never seen

VIDEO http://

www.youtube.com/watch?v=IJNR2EpS0jw

WEBSITE The website offers a

number of interactive games for users visiting the website.

On the site visitors have the opportunity to take a pledge to be safer around the metro train lines

DOWNLOADABLE APPS/MUSIC The mobile app was downloaded across 135 countries and has

to date over 14 million downloads. The app has climbed to number 1 in 17 countries including the US, UK, Canada and Australia (McCann, E. 2012)

The song was released on iTunes and reached the charts in 28

countries

TUMBLR The video was reimagined as 21 animated GIFs on

Tumblr. These GIFs created huge and immediate viral effect, driving traffic to both YouTube and our microsite.

RESULTS Because of the popularity radio stations played it for free. Earned 60million in free media and is still rising. Most shared PSA in history. Over million took the pledges on website. 21% reduction in accidents and deaths. 3rd most viral Ad campaign of all time. (Google think

insights. 2012). Dumb ways to die was the most awarded campaign in

history of Cannes ( with 28 lions, including 5 Grand Prix.) (Digital Strategy Consulting. 2012).

Over 61 million youtube hits thus far.

Thank YouAny Questions ?