1

< BACHELOR ACCOUNTING>

< JAN 2021>

< BBMK 2103 >

< PRINCIPLE OF MARKETING >

MATRICULATION NO : <960828016204001>

IDENTITY CARD NO. : <960828016204>

TELEPHONE NO. : <018-4654028>

E-MAIL  : <KERTTANA28@GMAIL.COM>

LEARNING CENTRE : <JOHOR>

 2

                                                    Content                                                  
Pages              

1.0 Introduction of the product or service of your choice ……………….         3

2.0 Discussion of the advancement of the internet and

social media in Malaysia………………………………………………. 4-6

          
  3.0 Proposal of a real-time marketing campaign for a product of your choice
to create customer engagement using online, mobile and social media …… 6-8

4.0 Suggestion of the assessment to measure the success of your marketing

campaign…………………………………………………………………. 8-11

5.0 Summary ……………………………………………………………………. 11

6.0 References ……………………………………………………………... 12-13

 3

1.0 Products are something offered in the market for the purpose of getting attention to be

purchased or used by consumers in addition to meeting their needs and wants. ZIPPER

SHOE 3 in 1 is my chosen product which used for a variety of purpose.

It provides solutions to the problems of leather shoes that are converted or modified with

some skin types with the needs of the users. For example, can be modified sports skin,

sleeper, casual and so on. Zipper shoe promotes healthy posture, which provides relief to the

back and joints, reduce and prevent back and joint pain. The soft feeling sets new standards in

the area of comfortable footwear and zipper shoe combines fashionable designs and comfort.

The main part or the most important part is zip. Costumer can change it anytime they want,

and they can bring it anywhere for any reason/occasion. Zipper Shoe using tagline “Easiest,

Simplest Shoe” as tagline because for easy remembering by users and realize that Zipper

shoe is not just for fashion and it is mainly for the appearance and the way hoe the customer

feels about the shoe. The process involves in creating unique name and image for a product in

the consumers mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts

and retains loyal customers. Therefore, the brand that is selected for zipper shoe product is

Z.S stands for “zipper shoe” which is a source or raw materials used as the main production

of shoe. Zipper shoe is the first product which have various factors such as it mainly produces

by string, zip, stripe, cotton, base of the shoe and fabric, the availability size is 35 to 41 UK

and 6 to 10 USA and it is one of the unique type of shoe that easily attract the costumer.
 4

2.0 In Malaysia, internet and social media platforms are that it encourages other people to

pass on business promotion and marketing message to other potential customers. Social

media such as Twitter, Instagram, Facebook, WhatsApp, LinkedIn, has enabled marketing

efforts and increased their efficacy. As social media’s popularity increases, these sites have

become common place to visit while people are online. More than half of the internet’s

population has at least one account, creating an ecosystem so massive that it holds a

tremendous capacity to be effective. Hence, viral marketing is the answer. The marketing has

many powerful benefits, mainly because most consumers actively participate in social

networking activities on a daily basis, mobility of the information distributed through social

media tends to travel from person person to person very quickly since people are friends on

social media information passed is regarded to be of a certain level of credibility, messages

are pushed and delivered directly to the laptops/mobile phones of a captive audience and

people who actively engage in social networking tend to utilize it as a resources for giving

and receiving information. Furthermore, internet and social media increasing the

effectiveness of business marketing strategy. It is like the most memorable first impressions

where the likes, shares that can benefit the brand in a number of ways, such as lower

advertising costs while initially the campaign may need a little push (perhaps paid promotion

on social media), as it begins to get picked up by audience, they will do the sharing and pull

back on advertising expense. Next fast growth, compared to conventional marketing

camping, social media marketing is one of very few tactics that has the potential to create

explosive growth in a very little time. Besides mainstream media exposure for free which

done correctly, gives media outlets a reason to cover the product without paying or

petitioning for it. In additional, increased credibility when the product goes viral and grabs

the attention of new audience, more people are willing to give it a chance. Rapid lead

generation which people always gravitate to trending topics. Everyone might not be ready to
 5

purchase from just yet, but when they attract enough attention, they certainly want to keep in

mid for when they are ready. Nonetheless, it is a known fact that Malaysia are the consumer

of marketing and the interest can be seen peaked on certain issues such as ridiculous video

clips, sensational singing or immoral act caught on video. For example, when the ALS Ice

Bucket Challenge hit the Internet in 2014, the branding world was thrown for a loop. Many

marketers didn’t realize that content could go viral in that capacity especially for a non-profit.

Three young men living with the neurodegenerative disease ALS started the challenge of

pouring buckets of ice water on their heads, filming it, posting it on social media and inviting

others to take the plunge. Within just a month, more than 17 million ALS Ice Bucket

Challenge videos were posted on Facebook, driving more than 10 billion views by over 440

million people. Celebrities like Lady Gaga, Jimmy Fallon, Bill Gates, Oprah Winfrey and

LeBron James also took part. As a result, the ALS Association $115 million to continue

conducting research and spreading awareness about the disease. As noted by viral website Oh

Bulan! The word viral in Malaysia almost synonymous with nonsense video clips. The

website listed six items of the most viral in Malaysia which the recording of nonsense

behaviours, foods, talents like singing or dancing, cheap sale promotions, top vacation on a

budget and road bullies in action or accidents. Most Malaysian respondents have repeated

forwarding behaviour are willing to carry out this act and have a high engagement in using

mobile messaging application, WhatsApp (Wan Hong and YusnizaKamarulzaman 2016).

This shows the potential of WhatsApp as a marketing tool in Malaysia. In additional,

advertising agencies may also include WhatsApp as one of the advertising options for their

clients in order to leverage the benefits of viral marketing. It was also found that Malaysian

WhatsApp users love jokes, informative messages, funny advertisements and inspirational

messages. These four types of message range from useful messages to amusing messages

with entertainment value. Malaysia users prefer the elements of the message rather than the
 6

type of message and are open to advertisement if the theme of the message suits their taste.

Furthermore, websites such as www.lowyat.com, famous bloggers such as Paul Tan that have

million of followers to ensure the virality of the marketing campaign. There are so many

positive impacts via internet and social media where Facebook remains the most popular

social media platform. For example, Malaysian telecommunications provider, Maxis Berhad

is one of the most popular Malaysian brands on social, with an Instagram following of 54.1k

and 1,288,796 likes on Facebook. One of the factors that explains the brand’s strong social

media presence is their use of influencer marketing. Internet and social media that consider it

as an essential tool of promotion that companies should adopt properly in order to increase

sales in the market at a lower cost.

3.0 “Real-time marketing” is marketing done in real-time. Real-time marketing or ‘RTM’

moments occur when product marketers react quickly to local, national or global events

happening online or offline, to interject corporate marketing into consumer conversations via

social media messaging or boost product recognition utilizing marketing platforms. For

example, when fashion brand ASOS had 17,000 bags printed that misspelled “online”, they

tweeted, “We *may* have just printed 17,000 bags with a typo. We’re calling it a limited

edition.” They included a picture of the new bags. That was a brilliant move because in this

era of transparency, it acknowledged the mistake and took ownership of it, turning it into

thousands of dollars’ worth of free publicity. From an RTM perspective this example is

unconventional because, unlike most RTM events, the brand crated the real-time event. The

social media discourse could have swayed against ASOS quickly. However, ASOS were

quick to react, likely because they had an RTM strategy in place were well experienced in

putting their own spin on real-time events. ASOS turned a possible social media disaster into

an RTM win. Another example of real time marketing campaign is KFC came under a lot of

fire when it was unable to supply the chicken that it is famous for. After a few days of
 7

silence, in which consumers constantly mocked them, the fast-food chain finally responded

with a series of newspaper and social media adverts. The rearranged to spell out ‘FCK’. The

adverts, complete with tongue-in-cheek yet amusing copy, were printed at the weekend in a

humorous attempt at an apology ad as a response to the jeering comments they had received

during the week. The result was an overwhelmingly positive reaction online, as consumers

praised the adverts across Facebook and Twitter.

ZIPPER SHOE REAL-TIME MARKETING CAMPAIGN

“Today we are there for you from 9:00 am to 5:00 pm. RAPID-RESPONSE WITHIN 5

MINUTES! We are looking forward to your visit”

“EASIEST, SIMPLEST SHOE”

RAPID-RESPONSE WITHIN 5 MINUTES is a real-time marketing campaign for my

product to create customer engagement using online, mobile and social media. Rapid

response marketing gives products the chance to apply the old saying, “strike while the iron is

hot”, and some of the product that do gave been able to take advantage of unexpected

opportunities to generate considerable earned media. Rapid response marketing is a form of

real time marketing in which products creating marketing campaign on the fly in response to
 8

opportunities that arise. Many of these opportunities arise on social platforms like Facebook,

Twitter, Instagram, where consumers are actively creating content and interacting with

products and responding to events that are taking place in the world. One of the most

commonly cited examples of rapid response marketing is that of cookie brand Oreo. When

the power went out during the Super Bowl in 2013, Oreo lit up Twitter and Facebook with a

tweet that reminded viewers they “can still dunk in the dark”. Oreo’s social media team had

no way of knowing that the Super Bowl was going to experience a blackout, so clever tweet

was the product of the type of on the fly thinking decision making that rapid response

marketing requires. Oreo’s 2013 Super Bowl Oreo tweet quickly generated tens of thousands

of retweets and likes, and while “not quite Beyonce halftime show numbers” as Wired’s

Angela Watercutter noted, many industry observers suggested that the opportunistic tweet

was more effective than many of the Super Bowl ads that brands paid a whopping $4 million

each to run. Furthermore, in the case of #NuggsForCarter, a more recent example, the

numbers were even more impressive. Wendy’s quickly saw its engagement skyrocket as the

opportunistic campaign took off. According to Campaign US, in the first 20 days, Wendy’s

“earned 330 million social impressions and has gained 149,000 new followers on Twitter.

Other tweets from the brand have also seen a lift in engagement, generating 280,900 retweets

and 978,500 likes.” By having the ability to seamlessly switch to a rapid response product

strategy, it is likely will able to generate more conversions. With constant innovation in social

media and other communications technology, real time marketing efforts are more effective

than ever.

4.0 When it comes to measuring the success of marketing campaign, suggested to concentrate

on engagement. Engagement is a significant indicator of how effective the marketing

campaign is because it considers how the content has been perceived and used by users; it is

also trackable. Engagement is measured by the actions taken by users on the posts. Useful
 9

engagement metrics to track such as brand awareness which type the product name into

Google, Facebook, Twitter and see what people are saying where positive comments and

reviews or are there negative statements need to address. Either way, it gives a glimpse into

how the product is perceived. Next, social shares which people only share what they want to

share, and they share it because the content has something that is relevant to them in some

way. Discovering who is sharing the content offers marketers great insight into

demographics, target audience and reach. Furthermore, when people comment on the posts it

gives me the chance to engage with them. When engage with users by commenting back, it

shows that there is a real person involved, who cares to respond. Media impressions is one

of the assessments to measure the success of the marketing campaign. It is the number of

times the audience (people to whom my content/advertisement has reach) may have seen the

content. For example, if receive a news feed twice on Facebook page, it will be counted as

two impressions. In simple words, it is the total number of clippings multiplied by the total

number of circulations. Social media reach and impressions measure the visibility of content,

the latter can help me understand how frequently users can view the posts, messages or

advertisement on social media platform. Whether or not impressions count for anything is a

matter of debate. Most marketers believe that media impressions cannot be used to calculate

the impact of campaign. However, when used in combination with other metrics such as

social media reach and engagement, this metric can prove instrumental in determining the

impact of campaign. New visitors are important to understand what role the content plays in

attracting and retaining interested visitors on my site. New visitors are good measure for

thing like social traffic and referral traffic, where trying to gain exposure in new circles.

Social traffic can use to gauge two portions of content marketing campaign. It can directly

evaluate how effective the content is. For example, if we don’t see much overall traffic, it

could be an indication that we aren’t posting enough, or that the posts we are making are
 10

unappealing. Second, social traffic can determine how effective the syndicate content is at

attracting traffic to our site. If it’s poor, it means we need to pick better topics or write more

attention-grabbing headlines. Besides, referral traffic is mainly used for off-site content

efforts. In guest posting and off-site content efforts, it will be publishing content on various

outside sources. In the body of the posts or in author bio, it will have links pointing to the

product site. Referral traffic is a measure of the number of people who clicked on these links

and the break down here can tell that which traffic came from which sources and can use it to

partially evaluate the strength of the off-site content efforts. Lastly, if there are new visitors

rise, it could mean that doing enough outreach to tap into new audiences. Lead generation

refer to the people showing clear-cut interest in product. If there is an increase in the number

of inquiries, it means the campaign was successful. The potential leads may interact with the

sales team through phone calls, emails or social media. Make sure to maintain a separate

sheet for leads generated from each resource to get a detailed report of the overall

improvement in lead generation. Compare the data collected before the start of the campaign

with that collected after its conclusion. However, merely measuring the volume of leads

generated will not be enough for proper assessment of lead generation efforts. Other

important metrics to gauge the success of the campaign which is Click-Through Rate (CTR).

This is the ratio of people who clicked on a specific link to the total number of recipients of

that link. High CTR indicates improvement in lead generation. Low CTR indicates that either

targeting the wrong audience or content is not engaging enough. The simple formula to

calculate click-through rate for a campaign: CTR = Number of clicks/Number of media

impressions. Conversion rate ratio of people who have completed sales transaction to the total

number of website visitors. It is important lead generation metric. In fact, marketers believe

conversion rate is the most useful metric for analysing landing page performance, i.e.

efficiency of lead generation. Sales is the most important factor to measure success of
 11

marketing campaign. Factors specially related to sales must be considered in campaign.

Location or Territory, calculating the change in sales volume by location or territory allows

to identify new sales opportunities, revise campaign strategy in the areas where sales figures

haven’t shown a positive change and focus marketing/sales efforts on lucrative locations or

territories. Age group is also an important factor to measure sales, especially if the target

audience belongs to age group. It enables to verify campaign has successfully connected with

target audience. Additional, time frame finds out how much sales were generated by

marketing campaign in given time frame. For example, calculate the sales after a few days,

weeks or months after the commencement of marketing campaign and identify the issues that

are hampering sales performance. One of the key factors to be considered when measuring

sales is the type of sales channel, make sure to break down sales data by types of channel. For

example, can check if the consumer preferred using online store after the was campaign was

launched.

5.0 Social media marketing is the use of social media platforms and websites to promote a

product or service. Although the terms e-marketing are still dominant in academia, social

media marketing is becoming more popular for both practitioners and researchers. Social

media is a form of internet marketing that involves creating and sharing content on social

media networks in order to achieve marketing and branding goals. Social media includes

activities like posting text and image updates, videos and other content that drives audience

engagement, as well as paid social media advertising. Furthermore, real-time marketing

involved using data reported instantaneously so marketers can make decision based on

information on what’s happening in that moment. Instead of creating marketing plan and

executing it according to a fixed schedule, real time marketing is creating a strategy focused

on current, relevant trends and immediate feedback from customers. The goal of real time

marketing is to connect consumers with the product or service that they need now, in the
 12

moment. Finally, no matter what type of campaign we run and what goals we set, measuring

the ongoing activity is a vital component in making sure we are successful. It does not have

to be daily monitoring, checking the campaign weekly can be enough depending on what we

are offering. “Measuring marketing campaign success is a must”.

References

What is Social Media Marketing? (2021, February 2021)

What is social media marketing? https://www.digitalmarketing.org/blog/what-is-social-

media-marketing.

Luo, L., Y., & Han, L. (2013). Marketing via social media: A case study. Library Hi Tech,

31 (3), 455-466. http://dx.doi.org/10.1108/LHT-12-2021-0141.

Kucheriavy, A. (2017, September 11). Marketing Effectiveness- How to Measure Your

Marketing Success. Intechnic, https://www.intechnic.com/blog/marketing-effectiveness-

how-to-measure-your-marketing-success/

5 strategies for success with real time marketing (2020, November 23), Retrieved February

04 2021, https://www.oktopost.com blog 5-strategies-real-time-marketing/

 13

Sanchez Torres, William & Restrepo, Juan. (2015),

Strategic Real-time Marketing.

Meerman Scott. D. (2012), Real time marketing &

PR. Madrid: Anaya.

S.K., Sudarsanam, (2016). Social Media Metrics

Social Media Metrics, 10.4018/978-1-5225-0846-5.ch00

14