It's a New Day: Microsoft's Office 2007 Launch Campaign

2017 ◽  
pp. 1-13
Author(s):  
Mohanbir Sawhney ◽  
Sachin Waikar
Keyword(s):  
Digital Media ◽  
Relative Effectiveness ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Integrated Marketing ◽  
Traditional Media ◽  
Communication Plan ◽  
Optimal Mix ◽  
Marketing Team ◽  
Microsoft Office

Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are “good enough” for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumer to experience the product through different types of “digital experiences.” The team needs to decide how much of its advertising spending it should shift from traditional media to digital media, how to design the most effective digital experiences and how to measure the effectiveness of digital experiences. The case is set at a time when digital media were emerging as a promising way to engage consumers more deeply with brands and products, but marketers were uncertain about the relative effectiveness of different digital marketing tactics and the optimal mix of traditional versus digital marketing channels for different product, market and campaign contexts.To introduce students to the possibilities of “engagement marketing” using emerging digital marketing channels To emphasize the complementary nature of traditional versus digital media and their relative effectiveness at different stages of the consumer journey from awareness to perception change to behavior. To highlight the opportunities and opportunities in designing and measuring the effectiveness of integrated marketing campaigns when digital channels are added to the marketing communications mix.

scholarly journals Digital Communication: a technology of trust marketing

Communicology ◽  
2021 ◽  
Vol 9 (3) ◽  
pp. 74-87
Author(s):  
V. I. Gostenina ◽  
K. S. Karandin ◽  
S. L. Melnikov
Keyword(s):  
Digital Media ◽  
Technology Development ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Main Function ◽  
Web Traffic ◽  
Management Tools ◽  
Digital Revolution ◽  
Development Path ◽  
Use Of The Internet

The paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.

Indigenous language newspapers and the digital media conundrum in Africa

2021 ◽  
pp. 026666692098340
Author(s):  
Kevin Onyenankeya
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Transformation ◽  
Qualitative Approach ◽  
Indigenous Language ◽  
Technological Determinism ◽  
Traditional Media ◽  
Digital Revolution ◽  
The Future ◽  
Major Factors

The future of journalism is being shaped by the convergence of technology and societal shifts. For indigenous language press in Africa battling to stay afloat amidst stiff competition from traditional media, the pervasive and rapidly encroaching digital transformation holds both opportunities and potential threats. Using a qualitative approach, this paper examined the implication of the shift to digital media for the future of the indigenous language newspaper in Africa and identifies opportunities for its sustainability within the framework of the theories of technological determinism and alternative media. The analysis indicates poor funding, shrinking patronage, and competition from traditional and social media as the major factors facing indigenous newspapers. It emerged that for indigenous language newspapers to thrive in the rapidly changing and technology-driven world they need to not only adapt to the digital revolution but also explore a business model that combines a futuristic outlook with a practical approach.

scholarly journals Online News and Protest Participation in a Political Context: Evidence from Self-Reported Cross-Sectional Data

2021 ◽  
Vol 7 (1) ◽  
pp. 205630512098445
Author(s):  
Nora Kirkizh ◽  
Olessia Koltsova
Keyword(s):  
Digital Media ◽  
Regression Models ◽  
Online News ◽  
Political Context ◽  
Government Control ◽  
Multilevel Regression ◽  
Traditional Media ◽  
Cross Sectional ◽  
Internet Media ◽  
The Relationship

Availability of alternative information through social media, in particular, and digital media, in general, is often said to induce social discontent, especially in states where traditional media are under government control. But does this relation really exist, and is it generalizable? This article explores the relationship between self-reported online news consumption and protest participation across 48 nations in 2010–2014. Based on multilevel regression models and simulations, the analysis provides evidence that those respondents who reported that they had attended a protest at least once read news online daily or weekly. The study also shows that the magnitude of the effect varies depending on the political context: surprisingly, despite supposedly unlimited control of offline and online media, autocratic countries demonstrated higher effects of online news than transitional regimes, where the Internet media are relatively uninhibited.

Young consumer-brand relationship building potential using digital marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1993-2017 ◽  
Author(s):  
Nicolla Confos ◽  
Teresa Davis
Keyword(s):  
Digital Media ◽  
Relationship Building ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Branding ◽  
Brand Relationship ◽  
Branding Strategies ◽  
Young Consumers ◽  
Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”

2013 ◽  
Vol 3 (3) ◽  
pp. 1-9
Author(s):  
Neeraj Pandey ◽  
Gaganpreet Singh
Keyword(s):  
Interactive Voice Response ◽  
Low Cost ◽  
Value Added ◽  
Subject Area ◽  
Marketing Management ◽  
Digital Marketing ◽  
Content Type ◽  
Mba Students ◽  
Marketing Team ◽  
Value Communication

Subject area Pricing, digital marketing, marketing management and strategic marketing. Study level/applicability The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes. Case overview Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch. Expected learning outcomes The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

PLBsearch: Growing with LinkedIn

2013 ◽  
pp. 1-10
Author(s):  
Meghan Murray ◽  
Marian Chapman Moore
Keyword(s):  
Social Interaction ◽  
Digital Media ◽  
User Experience ◽  
Growth Strategy ◽  
Digital Marketing ◽  
New Model ◽  
Market Capitalization ◽  
Media Space ◽  
Marketing Positioning

This case is used in Darden’s “Digital Marketing” course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and the new model of recruiting it created. LinkedIn Corporation had been one of the most successful companies in the digital media space, with more than 4,000 employees and a market capitalization of over $25.5 billion in August 2013. But few people knew how LinkedIn had grown and how it had become profitable. LinkedIn had multiple unique aspects to explore: its focus on professional--not simply personal--social interaction, the company’s B2B components, and also its marketing positioning from user experience to targeting and growth strategy.

Digital Information Media of the Salman ITB Halal Center in improving Marketing Performance of Halal Lecture Program

2021 ◽  
Vol 14 (1) ◽  
pp. 42-53
Author(s):  
Raditya Pratama Putra ◽  
Indri Rachmawati ◽  
Yuristia Wira Cholifah
Keyword(s):  
Digital Media ◽  
Communication Process ◽  
Digital Marketing ◽  
Communication Media ◽  
Digital Information ◽  
The Public ◽  
Study Approach ◽  
Marketing Performance ◽  
Information Media ◽  
Ease Of Access

The community can make wise use of the existing communication media as well as the growing communication media. The era of connectivity brought many changes to the communication media which is currently known as digital media. Digital media provides many opportunities and advantages for finding and sharing information. The purpose of this research is to look at the digital communication media used in the Halal Lecture program and to see the digital marketing communication process carried out by the Halal Salman ITB center regarding the Halal Lecture program. The research method used is qualitative with a case study approach. As for the results of this research, the digital information media Instagram is used by the Salman Halal Center ITB to inform and market the Halal Lecture program by paying attention to the elements of the message's purpose. Information and persuasion is conveyed through an e-flyer posted on the official Instagram @salmanitb. Not only that, the public also participates in digital marketing through Whatsapp broadcast messages, personal Instagram stories and Whatsapp stories. Ease of access and reach of digital media are benefits that can be obtained by users, therefore digital media can be applied in various fields of activity ranging from education, campaigns, entertainment, to marketing.

Of Digital Images and Digital Media

2018 ◽  
Vol 21 (3) ◽  
pp. 74-102
Author(s):  
Nicole Karapanagiotis
Keyword(s):  
United States ◽  
New Jersey ◽  
Digital Media ◽  
Digital Images ◽  
The United States ◽  
Digital Marketing ◽  
The Public ◽  
Media Imagery

This article is a theoretical and ethnographic investigation of the role of marketing and branding within the contemporary ISKCON movement in the United States. In it, I examine the digital marketing enterprises of two prominent ISKCON temples: ISKCON of New Jersey and ISKCON of D.C. I argue that by attending to the vastly different ways in which these temples present and portray ISKCON online—including the markedly different media imagery by which they aim to draw the attention of the public—we can learn about an ideological divide concerning marketing within American ISKCON. This divide, I argue, highlights different ideas regarding how potential newcomers become attracted to ISKCON. It also illuminates an unexplored facet of the heterogeneity of American ISKCON, principally in terms of the movement’s public face.

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