Lecture 4

Offline Media

Offline media is a way of marketing an idea offline. Chaffey (2012) explains that owners may find greater success investing in other marketing aids such as; radio, print and television. This way of marketing may also increase the levels of visitors to the website. Conjointly to the increase in direct website views this may increase; branding or campaign searches. 

A plethora of researchers have concluded that there is a positive correlation between the investment in offline marketing and visits to a website. Hitwise (2006) found that companies such as, Sky, Orange and AA succeeded in an increase in URL searches when both online and offline marketing was applied. The searches for Sky were almost doubled. As shown below:

Advantages and disadvantages

The usage of offline media is highly efficient in reaching a high level audience due to there being no limitations or specific groups who can not be reached. 

On the other hand there are also disadvantages which include elements such as, higher levels of cost and wastage due to the resources needed. One of the main characteristics of online media, is the personalised factor, which is not possible though offline media.

Change within offline marketing

However, in recent years offline marketing is undergoing change. Around the globe people are spending more time viewing digital media, compared to offline.  Digital media is now more common than any traditional media productions. The study conducted explained that the sample size involved 32000 individuals form 31 different countries, The Guardian (2013)

An example of offline marketing has been illustrated by the television company TNT in Belgium.

References:

Chaffey, D., 2012, Digital Marketing, Fifth edition, Harow, Pearson Education Limited.

The Guardian, 2013, Digital media trends, available at: thttp://www.theguardian.com/advertising/digital-media-trends-digital-overtakes-offline Accessed: [23rd October 2014]

Lecture 3

Website design- suitability for purpose and audience

Several concepts were explored during this lecture including; Pay Per Click (PPC) and Search Engine Optimisation (SEO), both of which will be further elucidated within this weeks blog.

PPC, is a concept that can be found on search engines such as Google. PPC is activated when a user types in a specific phrase, which then activates the advert, normally situated on the right hand side of the searched listings. PPC's may also be labeled as 'sponsored links'. Companies using these links do not have to pay for such advertisement they only pay when someone selects the link.

SEO, is the ranking in search results when a combination of words are written. This is not a paid concept. Though, when a company wants to establish a higher search ranking charges occur. 

Kuoni

This is the website selected for analysis for the suitability for purpose and audience. This is a company which specialises in travel and designing holidays. The company was established in 1906, with the personal slogan 'Authentic travel. Exceptional service. Trusted Travel experts'.

In relation to a company website we had selected the travel company Kuoni. The SEO of this specific company is extremely high as they are right at the top when selected to search within: Google, Yahoo, Ask Jeeves and Bing.

References:

Dave Chaffey and PR Smith, 2002, Emarketing Excellence, Butterworth Heinemann.

Kuoni, Home, available at: http://www.kuoni.co.uk/offers?infinity=mac~TOY_2013_Core%20Brand_Exact~Core~3607461864~32509489174~kuoni~e&gclid=CJD82riktMICFcaFfAodulEAfw&gclsrc=ds [accessed: 23rd October 2014]

Lecture 2

Apple Pay

This is a new concept by Apple. It is comprised of new technologies to generate contactless payment. As Apple states its 'Your wallet without your wallet'. This feature enables users to pay with their mobile devices, as a substitute to a bank card. This application is now fully integrated to the new iPhone 6.

The app senses when the user is near a card reader, due to the 'Near Field Communication Antenna'. To use this method of payment the user has to place the mobile device near a contact-less payment machine, to enable the device to connect. The user holds their fingerprint over the already synchronised fingerprint button to complete payment. Upon completion the handset will vibrate in indication of a successful payment.

Apple have initiated that due to the fingerprint acting as a proof of payment, this is more secure than previous bankcards or other telephone apps.

Predictive Selling

This is the second concept explored, which will be taking place in the UK. This term entails that the company can predict what you want before you purchase. Companies such as amazon have already summoned themselves to be part of this concept.

The goods they 'predict' the buyer wants will be sent out to them and later charged. Unless, of course, they send it back. Organisations such as Amazon are hoping that the customers will have prior commitments and not send the goods back. This is supported by Demand Gen world, who believe that this method of selling technique will increase win rates as well as sale figures.

References:

Apple, Apple Pay, Available at: https://www.apple.com/iphone-6/apple-pay/ [Assessed: 2/10/2014]

The Wire, 20/01/2014, Amazon Will Sell You Things Before You Know What You Want, Available at: http://www.thewire.com/technology/2014/01/amazon-thinks-it-can-predict-your-future/357188/ (Assessed: 2/10/2014)

Deman Gen Report, Utilizing predictive selling models, available at: http://www.demandgenreport.com/home/archives/demanding-views/110-utilizing-predictive-selling-models-to-maximize-win-rates-sales-performance.html [Accessed: 4/10/2014]

Lecture 1

Introduction

All students acquainted with our new lecturer and new ways of learning and teaching were established. Firstly, a short story was explained on Socrates and how his teaching styles are linked to the teaching styles of our new lecturer. All students independently introduced themselves and went through some parts of their previous education. The class is split into group so that we can come up with a company name and research further into this travel organisation. (In terms of E-marketing)