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Social Media Marketing, Viral Marketing and Word-of-Mouth Marketing. (Sofia,Farhanah,Adriana)

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Social Media Marketing, Viral Marketing and Word-of-Mouth Marketing. (Sofia,Farhanah,Adriana)

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Definition:

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

Viral marketing is more about reaching out and touching the passion point of consumer so that the passion drives the message and the message continues to reach the masses without assistance from you.
Word-of-mouth marketing is a key component to the growth of a small business. It's often word-of-mouth marketing that keeps small businesses running in the early days of operation when there is little to no marketing budget. The consumer shares their experience with your products or services, and they share it with their family and friends.

Example:
1.Food stall at Senawang SDAPNE Nasi kukus(Facebook)
2.Recommendation from friends and family.
3.Promotion on Instagram, facebook and another social media.

Advantages:
1.Cost-effective mode of advertising any product.
-Creating a new profile and signing in is free for almost every social media.
2.Potential of great reach.
-A viral video on the Internet has the ability to reach a huge international audience without us having to invest money or make any extra effort.
3.Create trust.

-Consumers trust recommendations from friends and family above all other forms of advertising.

Disadvantages:
1.Receive negative feedback.
-People use social media to post content they love, but they also use it to share experiences they didn’t love.
2.Once viral marketing is unleashed, there is less overall control.
-This means you do not control how people get to interact with your message.
3. Have limited control over the messages.
-If a customer has a very negative experience with your product or service, he will likely share it with others.

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Definition

Offline advertising, sometimes referred to as ''traditional advertising,'' relies on the following channels to get marketing messages out to a target audience:

Example:

* Television

* Print (magazines or newspapers)

* Radio

* Billboards

* Marketing collateral (brochures and flyers)

* Direct mail

Strength of traditional offline advertisement

1. Easy to reach local audience

- If the target customer is local, the advertisement at radio is favourable.

- It quickest way to reach the message to audience.

- Radio ads does not take too long to air.

2. Promotional materials can be kept and recycle

- Advertisement such as poster or any printing materials can be use anywhere and re-read even there no internet connection.

3. Its familiarity makes it easy to understand

- Older folk familiar with advertisement like printing materials

- Because it easy to understand and they can simply read when they have time.

- Meanwhile mostly elder folk not very familiar with internet or any social media.

4. Can attract new customer or audience

- When the advertisement is advertising at mass media, not target customer only can get awareness, the new customer also can.

Weakness of traditional offline advertising

1.  Price:

- Traditional media buys are usually more expensive than newer forms of advertising.

- In addition to the cost of buying TV spots, you may need to pay for the development of your commercials.

- To benefit from broadcast advertising, you may need to buy many spots, it can be very expensive before can gauge the results.

2. Lack of Timeliness

- Traditional advertising does not allow you to respond to changes in the marketplace as quickly as newer forms of communication.

- You may have to create your message weeks or months in advance when you run magazine ads.

3. Harder to Target Audience

- Print and broadcast outlets provide media kits with audience demographics, but once a magazine is mailed, a paper is delivered or an ad is broadcast, you don’t know who actually read, saw or viewed your ad.

4. Less Information

- The message you can deliver with traditional advertising is much more limited compared to newer forms of communications.

- With print and broadcast, you must communicate your message within a few square inches of space or in 30 seconds.

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Definition:
A type of which performance-based marketing provides business rewards one or more affiliates for every visitor or customer brought by the affiliate's own marketing efforts. It is considered as one of the most popular tactic to drive sales and generate significant online revenue. Extremely beneficial to both brands and affiliate marketers, the new push towards less traditional marketing tactics has paid off.

Examples:
1. Nerdwallet - a review affiliate site for financial products which cover everything from credit cards to mortgages to investing to insurance.
2. The Wire Cutter - one of the internet’s favorite review affiliate websites for electronics, gadgets and consumer goods.
3.  MoneySavingExpert.com - helps ordinary people make better financial decisions. Think of it as financial education for the masses that helps people get more bang for their buck.

Advantages:
1. Merchants gain a wider place to sell their products and services, resulting in more customers and more sales.
2. Merchants can gain more customers without spending valuable time in searching for them.
3. Programs that track compile statistics from affiliate sites provide reliable and current client behaviour on trends and demands at no extra cost.
4. It does not require a sizeable investment on the part of the affiliate.

Disadvantages:
1. Unscrupulous and dishonest merchants may arbitrarily close down programs without informing the affiliates and without paying commissions.
2.. Merchants may promise high commissions to attract new affiliates then drop commission rates after a week or two.
3. Link hijackers can hijack affiliate links and get paid for the commissions instead.
4. There are also false advertising, unlawful use of trade names, logos, or brands.

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Definition
The use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.

Example :
1. Birthday promotions through email
2. Sale ads through emails
3. Sending e-flyers through emails

Strengths of email marketing:
1. Cost-effective: cost of email marketing can be much lower than other forms of marketing as there are no advertising fees, printing or media space costs.
2. Flexible design: marketers can send plain text, graphic or attach files according to suitability
3. Shareable: email marketing can used to reach larger audiences or smaller targeted lists
4. Environmentally-friendly:  email marketing is better for envirionemnt than direct marketing by postal mail as nothing is printed

Weakness of email marketing:
1. Deliverability: Difficulty of getting messages delivered through different Internet service providers, corporate firewalls and web mail systems
2. Renderability: Difficulty of displaying the creative as intended within the in-box of different email reading systems
3. Email response decay: Email recipients are most responsive when they first subscribe to email
4. Resource intensive: Although email offers great opportunities for targeting, personalisation and communication, additional people and technology are required to deliver these

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What?
It is the process of optimizing your website page to get organic or unpaid, traffic from the search engine results. In other words, it involves of making the website design more attractive to a search engine. This hopefully will make the website more approachable as the top result in the search engine (Google, Yahoo)

Examples:
1. White Hat SEO - improves a website;s performance while still following the rules of the search engine
2. Black Hat SEO - often use by people for performing illegal actions such as hacking and sending viruses

Advantages:
1. Better user experience
2. Higher close rates
3. Better cost management
4. Encourages them to visit the physical store
5. Brand credibility

Disadvantages:
1. Take time
2. Getting noticed more than the targeted audience
3. Over success
4. No control
5. Fully based on algorithm

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What?
Internet advertising model used to drive traffic to websites, as a way to measure attention and interest to it in which the advertiser will pay the publisher (search engines, websites etc.) when their ad is clicked. The idea of a pay per click campaign is to buy visits for a specific site.

Examples:
1. Search engines ads.
Search engine ads allow users to reach to the ads with any search based on keywords through search engines.
2. Social network ads.
Ads located within searcher's social network usage ad coverage through social network platforms such as Facebook and Instagram.

3. Ads on display.
Banner ads on websites are displayed related to the brand's products and services or the interests to audiences.

4. Shopping ads.
Ads with product's specifications that are included when a searcher submits a query related to any specifications tally to it.

Advantages:
1. Very cost effective since you only need to pay for the visits you receive.
2. You can have a lot of information on the ads about its interactions and others.
3. Targeted the right audience to those who search for it.
4. Better visibility.
5. Equally good for searchers, advertisers and the search engines.

Disadvantages:
1. Disappear as the campaign ends.
2. Quite complicated and required skills.
3. Time consuming on developing and make the best fit ads.
4. Clicking do not end in sales.

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What?
Shift from traditional method (magazines or radio) advertising to two-way communication through medium of internet (click on links to view content and choose to follow through on an advertisement or many different form).

Example:
1) Social Media - place to have conversation with consumers and ask their opinion or feedback and etc.
2) Steal This Ad! (JetBlue Airlines) - They made campaign #NYCTakeoff which is citizens peel off their ad all over the city (poster-voucher sized) in exchange with prices.

Advantage:
1) Gives viewers more control over their interpretation of your content.
2) Proves the importance of the consumer.
3) Open opportunity to interact between a brand and audience.

Disadvantage:
1) More costly in term of finances and time.
2) Requires a clear understanding of audience being targeted.
3) Can be overshadowed by other marketing messages.