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Le paradoxe japonais

11 août 2009 1 commentaire

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Le pays du soleil levant est connu pour être à l’avant-garde des hautes technologies. Cependant, quand il s’agit de campagne politique, la tradition semble être de rigueur. Le 30 aout prochain, auront lieu les élections législatives japonaises mais ne vous attendez pas à trouver un des candidats argumenter sa campagne sur les réseaux sociaux. Etant donné que le gouvernement japonais a tout simplement interdit aux politiciens d’utiliser Twitter, jugeant que le microblogging était une violation du règlement électoral. Lire la suite…

Nos coups de cœur e-marketing de Juillet

31 juillet 2009 Laisser un commentaire

Coup de coeur n°1:  Harry Potter ensorcèle Twitter

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Harry Potter possède son compte Twitter mais apparemment cela ne lui suffisait pas car il a décidé d’inonder le réseau avec ses potions magiques !

Warner Bros lance une campagne interactive très réussie liée à Twitter pour la sortie du film Harry Potter 6. Le site harrypottertweet.com permet aux utilisateurs de Twitter d’ensorceler leurs followers. Il suffit d’inscrire son identifiant et son mot de passe Twitter avec votre curseur transformé en plume de chouette puis vous avez accès à toutes les personnes qui vous suivent. Une fois plongé dans l’univers d’ « Harry Potter et le Prince de sang mêlé », à vous de leur jeter des  sorts, vous avez le choix entre 4 potions. Que ce soit pour les faire tomber amoureux, les plonger dans le noir, attaquer leur profil avec des oiseaux ou encore  leur faire  la pire des promesses, les fans d’Harry Potter trouveront leur bonheur. C’est une utilisation intéressante des médias sociaux pour un buzz marketing. Ce qui rend ce site très viral est que la personne qui a reçu le sort voit, à la fin de l’attaque,  qui l’a ensorcelé et peut se venger en retour… De plus, les sorciers en herbes version 2.0 peuvent visionner la bande annonce du film. La Warner Bros utilise donc Twitter comme un excellent moyen de toucher un grand nombre d’utilisateurs en un laps de temps réduit.

Mais le coup e-marketing va plus loin encore : une campagne a aussi été lancée sur Youtube où les internautes peuvent vivre une expérience en réalité augmentée. Autrement dit, les participants  postent leur propre vidéo pour expliquer comment réaliser leur potion magique dans une marmite en 3D et les meilleures d’entre elles seront sélectionnées pour la promo du film !

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Coup de cœur n°2: Microsite Bud Light Lime

Chez Synchronism nous avons beaucoup aimé l’idée du microsite de Budweiser entièrement lié à Facebook pour promouvoir le lancement de sa « bière de l’été » : la Bud Light Lime. Bravo à Grip Limited pour la réalisation !

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Les utilisateurs peuvent devenir les invités de la soirée de lancement, la Bud Light Lime Party, s’ils arrivent à regrouper 300 personnes dans un groupe Facebook créé pour l’occasion. Déjà 1757 personnes ont créé un groupe pour courir la chance d’être invité. Actuellement, 16 groupes ont dépassé les 300 invités, le plus important d’entre eux étant composé de 586 personnes. Le lancement s’annonce donc comme une réussite !

Coup de cœur n°3 : L’expérience Alfa Roméo !

alfaaVoila un micro site en 3D très impressionnant qui invite les internautes à vivre l’expérience Alfa ! C’est une plateforme circulaire qui relie en 360° et en un clic tous les sites Internet du groupe Alfa Roméo, comme le blog de la Mito ou le site de l’Alpha 8c Competizione  par exemple. Alléchant non ?

Catégories :Coups de coeur

Internet Marketing

24 février 2007 Laisser un commentaire

Internet marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing,affiliate marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, article marketing, blogging and PPC(Pay Per Click ads).
Definition and scope
Internet marketing is a component of electronic commerce. Internet marketing can include information management, public relations, customer service, and sales. Electronic commerce and Internet marketing have become popular as Internet access is becoming more widely available and used. Well over one third of consumers who have Internet access in their homes report using the Internet to make purchases.

History
Internet marketing first began in the early 1990s as simple, text-based websites that offered product information. Over time Internet marketing evolved into more than just selling information products, there are people now selling advertising space, software programs, business models, and many other products and services.

Current culture
In the beginning there were only a few people doing Internet marketing, but over time many people have come to see the benefits of working from home with an online business. Unfortunately, a large number of Internet entrepreneurs have failed in their search for online success because of an explosion of sites that profess to show people how to make millions while charging a small amount to do so. These sites have created a sense of disillusion as many people ignore the fact making money online needs to be treated like a real business.

Business models
Internet marketing is associated with several business models. The main models include business-to-business (B2B) and business-to-consumer (B2C). B2B consists of companies doing business with each other, whereas B2C involves selling directly to the end consumer (see Malala, 2003)[1] When Internet marketing first began, the B2C model was first to emerge. B2B transactions were more complex and came about later. A third, less common business model is peer-to-peer (P2P), where individuals exchange goods between themselves. An example of P2P is Kazaa, which is built upon individuals sharing files.
Internet marketing can also be seen in various formats. One version is name-your-price (e.g. Priceline.com). With this format, customers are able to state what price range they wish to spend and then select from items at that price range. With find-the-best-price websites (e.g. Hotwire.com), Internet users can search for the lowest prices on items. A final format is online auctions (e.g. Ebay.com) where buyers bid on listed items.

Benefits
Some of the benefits associated with Internet marketing include the availability of information. Consumers can log onto the Internet and learn about products, as well as purchase them, at any hour. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing can help expand from a local market to both national and international marketplaces. And, in a way, it levels the playing field for big and small players. Unlike traditional marketing media (like print, radio and TV), entry into the realm of Internet marketing can be a lot less expensive.
Furthermore, since exposure, response and overall efficiency of digital media is much easier to track than that of traditional « offline » media, Internet marketing offers a greater sense of accountability for advertisers.

Limitations
Limitations of Internet marketing create problems for both companies and consumers. Slow Internet connections can cause difficulties. If companies build overly large or complicated web pages, Internet users may struggle to download the information. Internet marketing does not allow shoppers to touch, smell, taste or try-on tangible goods before making an online purchase. Some e-commerce vendors have implemented liberal return policies to reassure customers. Germany for example introduced a law in 2000 (Fernabsatzgesetz – later incorporated into the BGB), that allows any buyer of a new product over the internet to return the product on a no-questions-asked basis and get a full return. This is one of the main reasons why in Germany internet shopping became so popular. Another limiting factor, particularly with respect to actual buying and selling, is the adequate development (or lack thereof) of electronic payment methods like e-checks, credit cards, etc.


Effects on industries
Internet marketing has had a large impact on several industries including music, banking, and flea markets – not to mention the advertising industry itself.
In the music industry, many consumers have begun buying and downloading MP3s over the Internet instead of simply buying CDs. The debate over the legality of duplicating MP3s has become a major concern for those in the music industry.
Internet marketing has also affected the banking industry. More and more banks are offering the ability to perform banking tasks online. Online banking is believed to appeal to customers because it is more convenient than visiting bank branches. Currently, over 50 million U.S. adults now bank online. Online banking is now the fastest-growing Internet activity. The increasing speed of Internet connections is the main reason for the fast-growth. Of those individuals who use the Internet, 44% now perform banking activities over the Internet.
As Internet auctions have gained popularity, flea markets are struggling. Unique items that could previously be found at flea markets are being sold on Ebay.com instead. Ebay.com has also affected the prices in the industry. Buyers and sellers often look at prices on the website before going to flea markets and the Ebay.com price often becomes what the item is sold for. More and more flea market sellers are putting their items up for sale online and running their business out of their homes.
The effect on the Ad industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually. [2][3] As Advertisers increase and shift more of their budgets online, it is now overtaking radio in terms of market share.[4]

References
^ Malala, J. N. (2003). The Relationship Between Computer Literacy, Online Marketing, and B2B Electronic Commerce. Business Research Yearbook
^ The Register – Internet advertising shoots past estimates (2006-09-29)
^ Internet Advertising Bureau – Online Adspend
^ Businessweek – Advertising Goes Off the Radio (2006-12-07)
Retrieved from « http://en.wikipedia.org/wiki/Internet_marketing »
Category: Internet advertising and promotion
Source: Wikipedia

Catégories :Marketing interactif

Business Blog – Beyond the Hype

6 février 2007 1 commentaire

“Blogs are the most important thing to online marketing since sliced bread.” “Blogs may have their place… but it’s not in direct marketing.” With such disparate views, whom do you believe? The blog consultants? Or established “old school” marketing mavens?
Barraged with hype, marketers can have a tough time deciding whether blogs should be part of their arsenal. Listen to the blog consultants? But who profits from the blog phenomenon? Are we talking “opportunistic agenda” or “objective perspective”?
How about the marketing experts? Is it fair to say that blogging doesn’t belong in a direct or business-to-business marketing program? Why do so many veterans bristle at the idea of blogs? Is it simply because of imagined shortcomings? Or do blogs stump an “old school” sensibility that seeks a precedent for comparison?
A decade ago, with the dawning of the commercial web, marketers faced a similar dilemma. One faction wrote the web off as negligible, while another took to the barricades, waving the web banner and proclaiming the demise of other channels. As we learned, new vehicles do not necessarily replace old ones — in fact, they may even supplement them.
“Okay,” you say, “history is well and good. But what happens in the next senior-management meeting when the CEO asks, ‘Does blogging belong in our marketing communications program?’ What do I tell him?”
First, you can tell him blogs are not an effective direct marketing tool. I doubt they ever will be. Blogging doesn’t allow you to precisely target audiences or permit any discernable control over who sees your message. However…
Blogs have already proven useful in publicity campaigns, generating word-of-mouth and, in some cases, media attention. CPG marketers have made the most effective use of commercial blogs, with highly imaginative efforts attracting throngs of consumers. There’s no question these blogs have affected consumer bonding with brands.
Blogs can also play an important role in business-to-business marketing. Management gurus, public speakers and prominent business leaders can wield some mean business-to-business blogs. Tom Peters, for one, has a very successful blog. For Peters’ fans, this is a godsend — access to Peter’s daily thought process. Of course, the more people who clamor to glean Peters’ next idea, the more likely his next seminar will sell out and his next tome will fly off the bookshelves.
Are blogs right for every company or brand? No.
Are bloggers, and especially blog consultants, over-hyping blogs? Absolutely.
The first group is merely excited about technology. The second benefits from getting businesspeople to turn off their logic and open their pocket books. The unfortunate backlash — wholesale discrediting of blogs by critics who have either never used them effectively or never used them altogether.
A brave new nirvana? Or just a passing fad? The importance of blogging shouldn’t be overstated or ignored. (Though, currently, the most interesting aspect of blogs is social, not commercial.) Blogs are unique. They aren’t direct mail, telemarketing, direct response TV, e-commerce or e-mail marketing … and that’s fine. Defining what they aren’t doesn’t diminish their potential in the hands of a smart marketer. Related: Content Creation Online, a 2004 study on Internet users creating and reading blogs.
By Peter DeLegge

Catégories :Marketing interactif
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