N B S 8 0 0 9 A d va n ce d S e m in a rs

Online Communication
Tools
– Case Study of Apple
 Presenters: Jiajia Min
 Mengjie Xia
 Zhenyu Xu
 Date: 9th March 2010
Content
 Part One: E-Marketing?
 Definition & Importance
 What does it include? Current Trend
 Part Two: Online Communication Tools
 Interactive Advertising
 E-mail Marketing
 Social Networking
 Viral Marketing
 Part Three: Case Study of Apple
Part One: E-Marketing
 Definition
 ‘the use of the internet and related digital information
and communications technologies to achieve
marketing objectives.’
 – The Institute of Direct Marketing
 Importance: 5Ss
 Sell – Grow sales
 Serve – Add value
 Speak – Get closer to customers
 Save – Save costs
 Sizzle – Extend the brand online
E-Marketing (cont’d)
 What dose it include?
 E.g. Online buyer behaviour; Website design; Online
communication, CRM, Search engine, etc.


 Current Trend
Part Two: Online
Communication Tools
 E-mail Marketing


 Social Networking


 Interactive Advertising


 Viral Marketing
E-mail Marketing
 What?
 Direct marketing using the Internet as the medium of
communication is commonly referred to as ‘e-mail
marketing’.
 a unique communication platform


 Why?
 Allow targeted and personalised communication.
 Encourage trial and purchases
 Part of a CRM dialogue
 Versatility
 Measurable
 Immediate and actionable
Social Networking
 What?
 a site that facilitates peer-to-peer communication
within a group or between individuals through
providing facilities to develop user-generated content
and to exchange messages and comments between
different users.
 Why?
 Efficient to spread marketing message
 Getting tons of visitors / page views
 Develop relationship with customers
 Assist in recommendations about products
 Solicit feedback about product experiences and brand
perception
Interactive Advertising
 What?
 The paid ad placements using graphical or rich media
ad units within a web page to achieve goals of
delivering brand awareness, familiarity, favourability
and purchase intent.
 Encourage interaction

 Why?
 Direct response.
 Enhancing brand awareness and reach.
 Media-multiplier or halo effect.
 Achieving brand interactions.
 Targeting.
 Dynamic updates to ad campaigns.
Viral Marketing
 What?
 It describes any strategy that encourages individuals to
pass on a marketing message to others, creating the
potential for exponential growth in the message's
exposure and influence.
 It is the internet version of word of mouth.


 Why?
 Power
 Cost
 Interaction communication
 WOW
Part Three: Case Study of Apple
 Apple Inc.
 Designs, manufactures and markets consumer
electronics, related software, services, peripherals,
and networking solutions;
 Committed to bring the best customer experiences
 Continual investment in R&D
 Increased investment in marketing & advertising is
critical



Why was Apple selected?
 Most successful IT brand
 A very loyal set of enthusiastic customers
 Various marketing channels
 Effective use of online communication tools

Apple’s E-mail Marketing
Apple on Social Networks
Apple’s Interactive Advertising
 Get A Mac Campaign: “I’m Mac, I’m PC.”

Apple’s Viral Marketing
 Get A Mac Campaign
 66 clips, 30 seconds
each
 14,444,746 views,
generally more than
100,000
 314% increase for
Apple,
 112% increase for
Google
 29% increase for
Microsoft



Conclusion
 Lessons from Apple’s use of e-marketing?
 Being creative
 Use technologies to redesign marketing practices
 Integration of various online communication tools


 However,
 Should be aware of negative impact as well
 E.g. Negative comments on product on social networks
References
Thanks For Your
Time .
Any Questions?