new advertising - a demonstration through obama's election campaign
DESCRIPTION
A presentation about the opportunities and dilemmas of 21. century advertising methods. It deals with crowdsourcing, guerilla and viral marketing. It was my final presentation at my university, and was also demonstrated at a Youth in Action seminar for volunteer organisations. I hope you find it interesting.TRANSCRIPT
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
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
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