Pay per click ad campaign for National Trust in Brighton

Headline	National Trust Brighton?
Description 1	Live in Brighton and Hove
Description 2	Find National Trust near you
Url	www.nationaltrust.org.uk/bton&hove
Destination Url	http://bit.ly/ebDCMn

Viral Ad video

BMW S1000 RR

This first Viral video I believe, although completely fake, has been very effective in gaining publicity for the bike being advertised. It was even rated in the top ten best viral ads on Channel 4's RudeTube with over 4 million views. One potential downside to this advert is that, due to the ongoing debate of its autheticity, some people might be put off by the fact that they were lied to.

The video is of the BMW S1000 RR accelerating away from a dining table and in doing so, pulling the table cloth from underneath all of the cutlery in one swift movement. The link to see the original video is http://www.youtube.com/watch?v=-cM9S2AzU28&feature=player_embedded

Japp- Chocolate bar

This second viral is probably a good example of  a bad viral as it was banned. Not totally sure why but possibly due to the disrespect shown towards Porche when not thinking twice about pushing the car off the edge of the cliff. The link to see this video is http://www.youtube.com/watch?v=e89HBOdrNyc&feature=related

Gordon Ramsay at Claridge's

Gordon Ramsay at Claridge’s

The two reviews of the restaurant in which I have analysed are very different in perception and also the quality of context.

Cloudzilla blog

The first in which I studied was from the perspective of a lady who has decided to write a blog about her birthday experience at the restaurant. It is rather brief and on a number of occassions metions that the place is too expensive.

One positive that can be taken from this review relates to (Bickart & Schindler, 2001) in that as she is a fellow customer, there would be no need to manipulate the reader as a form of advertisement.

Here is a link to the blog http://www.cloudzilla.net/?p=418

Andy Hayler’s Restaurant Guide

This blog, as created by the author of the London Transport Restaurant Guide and a freelance food writer for various UK publications would suggest that he has a good range of knowledge in this area.

His review is very in depth and he gives each aspect of the restaurant a score out of (10). On his webpage there are also other restaurant reviews in which can be compared to this. Overall a very good review.

Here is a link to the blog http://www.andyhayler.com/about_me.asp

Steve Lomax's 'Driving Business Online' presentation- A short review

This new blog post will focus on the role of personalised email and discuss relevant examples mentioned in the presentation.

 

In this presentation Steve Lomax provided a a good information regarding email marketing and how organisations are improving the email marketing process by focusing upon consumer personalisation and segmentation. 

 

Within the presentation current online marketing strategies used by Boden and HMV were mentioned and how their use of customisation and sophisticated email marketing has improved their sales and revenue. 

 

Personalised and customised emails have the ability to target different consumers in different markets. Companies are increasingly adopting sophisticated email marketing strategies to create stronger brand awareness and also increase revenue through sales. Boden's case, among many others, a strong return on email marketing investment has been made.

Techniques made in Boden's case to ensure the right products and advertisements were being directed to the right consumers are a follows: 

• To segment the market, consumer website behaviour, click rates and previous purchases were taken into consideration
• Email content and images used are customised to certain customers
• Boden moved away from 'one size fits all' strategy and targeted different segments of the market with different offedrs and products

Boden also understood the importance of product reviews and ratings. Steve Lomax suggested that a strangers feedback on a product is more trustworthy compared to a company marketing message. This being due to the biased aspect being removed. To secure sales, Boden applied various techniques:

• 43,000 reviews were collected to improve consumer buying decisions
• Product review forms were emailied to customers who had recently purchased a Boden product and publicised the feedback online

HMV successfully adapted sophisticated email by implementing marketing tools into their order confirmation emails to increase brand awareness.

• Over 100% of these emails are opened by consumers
• Emails included cross sale messages and product advertisements to attract consumers 
• Basket updates and out of stock messages also contained cross sale messages

Lecture can be seen online at http://www.seminarstreams.com/seminars/seminar-player.aspx?sid=IKFm9Ag7PLI%3d

"Map of the marketing domain" Daniel, E (2003)

Map of the marketing domain. Daniel, E (2003)

Strengths
Figure 1 gives companies a clear understanding as to which markets they operate in. The model also gives companies the opportunity to analyse the value they provide to their customers.

Weaknesses
Probably not the best companies chosen for the study. probably not as valid as other companies could have been in this situation. Companies more valid could have been (Retail, Finance, Telecomss)
Markets are constantly changing and as only snapshot in time might become obsolete study.