MKTG7037 E-marketing MKTG7037 E-marketing PresentationPresentation

MKTG7037 E-marketing MKTG7037 E-marketing PresentationPresentation

E-marketing Technology AnalysisE-marketing Technology Analysis: :

Blogs/BloggingBlogs/Blogging

By Hui-Yi TaiBy Hui-Yi Tai u4156079u4156079

Introduction

• Introduction to the blogs/blogging – Benefit– Weakness

• A marketing tool – Advantage– Disadvantage

• Impacts of blogs/blogging

Blogs/Blogging• “Blog”: a well-known virtual communication tool that

allows people to post diary, journal or news sources online.

• Nowadays, most of people have their own personal blogs.

• Organizations can also use it as a marketing tool.– Promoting new products– Establish and maintain on-line public relation– Service as well as experience

– Companies will benefit from blogs

Blogs/Blogging (Cont.)• A part of establishing social networks.• Some blogging websites provide the function of bloggin

g as well as development of social networks. – FaceBook or MySpace

• Entertainment industry has widely applied blogging for marketing and promotion. – Singers & bands– Actors or actresses– Movies and drama.

• However, blogs/blogging can blogs/blogging can only be used as a supplementary promotion tool.

How can blogs/blogging assist organizations with marketing?

• E-commerce enables organization to adjust the marketing mix and develop new marketing strategy. (Chaffey, Ellis-Chadwick, Johnston & Mayer 2006:215)

• Blogs/blogging can assist with some of the marketing mix, – product, – place, – promotion – physical evidence.

Product• Blogs enable velocity of new product diffusion. (Ch

affey, Ellis-Chadwick, Johnston & Mayer 2006:221-222 )

– E.g. The Nokia Blog: http://thenokiablog.com/

Product (Cont.)• Some companies or celebrities also blogs f

or promoting new products. – Official blogs for new movies.– Singers & Bands promote new albums in official blogs.– E.g. Fall Out Boy: http://www.myspace.com/falloutboy.

Product (Cont.)

• Blogs can also help branding for organizations. – Consumers act as co-producers of value – Feedback or comments in official blogs.– Firms will be able to be more responsive and more f

lexible.

Place

• Internet has a global reach.• However, localization will be required due to diff

erent languages, cultural context, preferences.• Channel conflict is another issue.

Promotion

• A very good communication tool for promotions.

• Blogs can also be used to establish and manage on-line PR. – Official blogs – Personal blogs

• However, blogs tend to be more about mass marketing.

Physical Evidence• In an online context, physical evidence is customer

s’ experiences. • A good design of blogs will provide a better experie

nce for consumers. • Official blogs may also allow consumers to experie

nce new products. – E.g. Fall Out Boy.

Impact

• Firms can benefit from promotion on blogs.• However, the benefits are quite limited.• Blogs can only be a supplementary communication tool.

• Blogs can provide opportunities for variations of only fe

w marketing mix.

Conclusion• “Blog” is a well-known online communication tool.• Personal blogs and official blogs.• Organizations can benefit from blogs through varying m

arketing mix.• A good promotional tool for organizations. • However, it can only be used for supplementary commu

nication tool. • Organizations still have to carefully develop marketing

mix and marketing strategy.

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