New advertising methods

A demonstration through Obama’s campaign

One source, multiple recievers Less opportunity of feedback Word of Mouth is hardly measurable Non customizable messages

20. Century advertising

Barack Obama

Franklin Roosevelt

John F. Kennedy

Statistics

PBS Newshour (2012)

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)

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

http://www.barackobama.com/

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

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

Customer to customer communication Guerilla marketing + Word of Mouth Interesting: entertaining, erotic, surprising

Viral marketing

„Yes we can” viral video

Wallsten, K. (2010)

Wallsten, K. (2010)

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