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NZ Motorcycle show E-commerce project

 Assessment 2

Bruno Elisio Dutra

New Zealand Education Institute

2016

Contents

1. Paid, Owned, and Earned Framework for maximizing marketing returns. 3

1.1. Paid Media 3

1.2. Owned Media 3

1.3. Earned Media 3

1.4. Build your marketing ecosystem with paid, owned and earned media and bring to NZ motorcycle show e-commerce 4

2. Always on marketing Model 4

3. Digital landscape in New Zealand 5

4. Future trends in digital marketing 6

4.1. Mobile 6

4.2. Videos 7

4.3. Native advertising vs Ad Blockers 7

5. Conclusion 7

Bibliography 8

1. Paid, Owned, and Earned Framework for maximizing marketing returns.

1.1. Paid Media

Firs we need to understand what paid media is, Chaffey said that Paid or Bought media is the one that you have to pay to have more visitors and reach more conversions (Chaffey, 2012) this media is all the adverting you pay for like: TV ads, Display ads, Social media ads (Facebook, Twitter, Instagram ...). According to Pannunzui the paid media aimed to disseminate your brand message and attracting visibility (Pannunzio, 2016). The issue with paid media is that most of the New Zealand enterprises do not have high budgets to spend in advertising. But the Paid media is a good way to create awareness to your audience because you can reach more potential customers, but to do that you need to set the right target and the right content with value to the customer because now a day's people get bored with so many ads surrounding they all the time and because of that the campaign need to hold the attention and deliver the message directly and quickly with value to the consumer. The issue with paid media is that most of the New Zealand enterprises do not have high budgets to spend in advertising

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1.2. Owned Media

This is media owned by the brand Newman says that owned media is the channels that your business created, is the content that you own, in entirety(Newman, 2014). The company website, mobile site, online stores, blogs, social media channels, apps, magazines are types of owned media. On this type of media, the owner has the control to do what he wants to do with his channel; he can produce his own content and delivery direct to his customers. Owned media is a good alternative for companies with a small budget as most of those medias don't require a huge amount of money. In this media, the communication with the customer is closer and most of the times is a2-way channel, because of that is very important to the company to follow up the channels to answer the customers the best way possible to build trust and credibility with them, because if you do not follow up those channels you can lose reputation and credibility. As the paid media the value of the content is very important too.

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1.3. Earned Media

Earned media is the most desired and the hardest to get, according to Panuzzio earned media is What your followers, fans, and clients say about you and your expertise and it attract their attention and more than that if they like it they will become your brand evangelist and influencers by sharing your content, insights, tips and brand(Pannunzio, 2016) to earn this media you need to get share, retweets, Facebook Likes,YouTube comments, Online reviews, Word of mouth from your costumers, and to get those thing you need to provide a good content that people will react and more to do that sometimes  you need to combine Own and paid media to get the earned media by boosting some post on your social page for example. and   said that Unlike paid or owned media, you can't really control it. It's in the hands of your ‘fans'(Ratcliff, 2014).

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1.4. Build your marketing ecosystem with paid, owned and earned media and bring to NZ motorcycle show e-commerce

Combining paid, owned and earned media is the most efficient way to convert more people into clients. When you know the differences between earned, owned and paid media will fuel a more efficient budget and more target approach to reaching your audience(Earned, Owned & Paid Media: How to Find Your Organization's Digital Marketing Balance, 2015) .

In case of the NZ motorcycle Show e-commerce, we can buy some keyword on google become one of the first results on google search pages specially treating about a new page that not going to have a good organic search at the beginning, as well use paid advertisement on social medias like facebook but to do that they need to provide a good quality content (facebook post in that case) to boost, that will generate more traffic to their web page and sharing and comments in their social media. In this case, we will use all the 3 types of media paid (ads), owned (facebook page) and earned (shares). And more than that we will attract more people and convert them into a possible customer for the e-commerce and the next NZ motorcycle show.

2. Always on marketing Model

Always-on is defined by two elements: Mobile and Cloud computing, Halloran says that People that are constantly connected via multiple devices throughout the day and crave instant gratification for information, products, and services that are accessible at a touch (Halloran, 2014). Nowadays all your devices are connected to each other your cell phone is connected to an account probably google and this account is connected to your email your PC, Smart TV,  Car Stereo system so basically we are connected and receiving and search for information 24/7.

This model works differently from the traditional marketing that tries to “push” by email list,  banners, ads to the biggest audience you can find. In Contrast, Alexander says  The always-on models acts more like a “pull” model, where the objective is to find the specific people who want to know more about what you offer. (Alexander, 2013) is trying to anticipate by understanding the customer needs and behavior and giving him something in advance using the place, time, location to be a step forward.  To create an Always-on campaign we need to start with a proposal, not a message. second requirement is real-time actions and then the consumer needs to lead the way.

The benefit of this model is that once you found an audience with true passion  it will bring more and more people into this passion and customers acquired by this kind of campaign have a high level of loyalty.

Exemple

For NZ motorcycle show e-commerce, create an always-on strategy, we can start first by keeping their social medias up to date and build and facilitating the interaction with their audience, the show run only during two days a year, and during the rest of the year, we need to create pieces of content that at the end will bring a big idea (the show or the e-commerce launch) on each piece of content will bring an individual story that creates value as well build a conversation with the customer during the whole year, showcasing our products and brand, the idea is to anticipate the costumer behavior and provide them the right content when they search for information

3. Digital landscape in New Zealand

To understand the digital landscape in New Zealand first we need to look some information about the country according to Statistics New Zealand there are 4,242,028  estimate residentsPeople (2013 Census, 2013)that corresponds 0.06% of the world population or is the 127 on the list of countries by population. We can understand this information that New Zealand is a small country when we talk about population and that reflects that according to Ministry of business 97% (459,300) of enterprises in New Zealand are Small Business and 69% (326,000) of the business have no employees(Ministry of business, 2014). Looking those data we can analyze that NZ is a small and familiar base business that most of the time have a limited budget to spend, for example, spend in marketing. Because of that Digital marketing is a good marketing solution for these enterprises, it is cheaper than traditional marketing with TV ads, and they can do by themselves.

Another point to understand how important digital marketing is in NZ we need to look some information about digital. According with the digital, social & mobile 2015 in APAC report made by “We Are Social” New Zealand has 4.16 millioninternet active users, it correspondto 91% of penetration, 2.6 million active social media users (penetration: 57%), 5.7 million of mobile connections (vs population: 125%), 2.2 million active mobile social users  ( penetration 48%)(social, 2015). Those data shows that people are very connected and half of the population are connected in social medias and they are always connected by using their cellphones, this is a good opportunity for business to reach easier their audience by low-cost marketing campaignson social medias, blogs, and websites. In contrast of this facility to do digital marketing, most of those small businesses do not use any digital strategy until now or because they do not know about it or they think they do not need to.

By looking all those data we can say that even New Zealand being a small countries in terms of population, people are very engaging with digital and the business needs to follow this trend to be connected with their public and more than that to be an advantage against the market competition, those who build a value digital strategy first will be in front of the market.

For our E-commerce the landscape of New Zealand gives us a good opportunity to cover more potential customers. Most of the population use internet and social medias and for a fundraising company that is good, because we will reduce the costs by using digital marketing to promote our brand and when we compare with other medias is cheaper than other medias. By analyzing the landscape a important point to considerate is develop the channels to work properly in mobiles as we saw that a huge part of the customers use them

4. Future trends in digital marketing

Digital is always changing and faster than any other type of media according to Alexander just digital ads reached in 2015 $170 billion dollars representing 30% of the marketplace worldwide as well mobile is growing more than 70%(Alexander, 2015) that everyone working in this area.

4.1. Mobile

Mobile had a significant increase in digital market sharein the last few year and is one of the fastest growing channels, with the improving of the mobile connective have improve to a level that we do not need to wait to see the videos on a wireless connection and the number of smartphones, tablets and wearables gadgets have grown more than any other one. With mobile we have social medias, webpages, and apps altogether in one device, but that change the scenario, because the customer search for products, reviews or videos related even when they are at the store and changed the relation with the brand now they are closer, they can communicate with them, comment about on social media and the brand can provide with always-on campaigns.

4.2. Videos

Videos are becoming even more popular, especially on social medias with short videos that hold the public attention, and live videos can reach a huge audience or even becoming viral like the Chewbacca mom that increased in 24% the store sales, and it was a video made by a customer, not by the company. That shows the power that videos have to a big audience and the right target. Another point is that the public can see your video anywhere they want and that is good for always-on campaigns.

4.3. Native advertising vs Ad Blockers

An advertising is a custom made ads that look like part of the page  and not look like a banner. To be considered a native advertising it needs to be aligned with the other publications or with the website considering tone, style, and the information. This is a good option of advertising because you cannot see the difference between a normal publication and the native advertising when the company message can be a simple link inside the text, but if you do not have the right approach it confusing and the customer will not have a good opinion about it.

Ad blocker increases the popularity between internet users that want a “clean” internet experience, this application blocking all types of promotional information on web sites, stopping the companies to reach a higher amount of people. some sites became to block their pages to those how are using ad blockers but probably the best solution is to do a native advertising because ad blocker does not work with them, for this application they do not see the difference a feel like non-promotional content.  

5. Conclusion

To do a good marketing campaign we need to analyze and understand the companies objectives, needs create a more efficient campaign, we can do a always-on campaign on our owned media with paid advertisings and have owned media too but like I said all of that will depend on what the   company wants to as well the size and budget because the New Zealand reality consists in small companies with small or no marketing budget but even with those limitations

Bibliography

2013 Census. (2013). Retrieved June 21, 2016, from Statistics New Zealand: http://www.stats.govt.nz/Census/2013-census/profile-and-summary-reports/quickstats-about-a-place.aspx?request_value=13067&tabname=

Alexander, D. (2015, June 6). DIGITAL MARKETING – THE BENEFITS OF ALWAYS-ON VERSUS CAMPAIGN. Retrieved June 21, 2016, from Steam Feed: http://www.steamfeed.com/digital-marketing-benefits-always-versus-campaign/

Chaffey, D. (2012, June 17). The difference between paid, owned and earned media – 5 viewpoints. Retrieved June 14, 2016, from Smart Insights: http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

Earned, Owned & Paid Media: How to Find Your Organization's Digital Marketing Balance. (2015, August 24). Retrieved June 21, 2016, from Trendy Minds: http://trendyminds.com/blog/earned-owned-paid-media-how-to-find-your-organizations-digital-marketing-ba

Halloran, G. (2014, May 16). 1 to 1 media . Retrieved June 21, 2016, from Always-on Marketing in an Always-on World: http://www.1to1media.com/view.aspx?docid=34844

Kirkpatrick, D. (2015, September 16). EMarketer lowers ad spending growth estimate, digital on the rise. Retrieved June 22, 2016, from EMarketer: http://www.marketingdive.com/news/emarketer-lowers-ad-spending-growth-estimate-digital-on-the-rise/405692/

Kirkpatrick, D. (2015, September 16). EMarketer lowers ad spending growth estimate, digital on the rise. Retrieved June 22, 2016, from EMarketer: http://www.marketingdive.com/news/emarketer-lowers-ad-spending-growth-estimate-digital-on-the-rise/405692/

Ministry of business, i. &. (2014). The Small Business report . Retrieved June 21, 2016, from Ministry of business, innovation & employment: http://www.mbie.govt.nz/info-services/business/business-growth-agenda/pdf-and-image-library/2014/The%20Small%20Business%20Sector%20Report%202014%20-PDF%208.8%20MB-1.pdf

Newman, D. (2014, December 3). The Role Of Paid, Owned And Earned Media In Your Marketing Strategy. Retrieved June 2016, 14, from Forbes : http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/#678d40c011d3

Pannunzio, C. O. (2016, May 31). Paid, Owned and Earned Media—a Must for Your Marketing Strategy . Retrieved June 14, 2016, from practice Management Blog: https://practicemanagementblog.onefpa.org/2016/05/31/paid-owned-and-earned-media-a-must-for-your-marketing-strategy/

Ratcliff, C. (2014, October 8). What's the difference between paid, owned and earned media? Retrieved June 21, 2016, from econsultancy: https://econsultancy.com/blog/65560-what-s-the-difference-between-paid-owned-and-earned-media/

social, W. a. (2015, March 18). Digital 2015. Retrieved June 21, 2016, from We are social: http://wearesocial.com/sg/special-reports/mobiles-surge-apac

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