Provide examples of international companies that use new forms of electronic media for direct communication with potential customers. How international companies that utilize traditional media? Provide examples of international companies that use new forms of electronic media for direct communication with potential customers. How international companies that utilize traditional media?

Provide examples of international companies that use new forms of electronic media for direct communication with potential customers. How international companies that utilize traditional media?

Electronic media

Digital Billboard

A digital billboard is a billboard that creates digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising. The ad will display anywhere from 6-10 seconds at a time and it will rotate with other ads on that same board.

Coca-Cola is now operating its own digital billboard network to promote their product, made up of 29 digital faces in 20 cities. It is renting the actual space from outdoor media owners, but it has acquired the billboards themselves for an estimated cost of $250,000 apiece.

Ezine

An ezine is the technical term for an electronic journal, magazine, ezine, webzine, newsletter or type of electronic serial publication that is available over the Internet. Almost all ezines are available via the Internet. Motorola has produced an ezine or newsletter of their own and placing their ad about their Motorola Xoom Android. The ezine they create also offer reports articles of relevance to the content of the site.

Email Marketing

Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial  to an audience Email marketing can also work for offline businesses. For example,  apple had used email marketing to promote their products.

Mobile Marketing

Mobile Marketing is a set of promotional marketing that enables organizations to communicate and engage with their audience in an interactive manner through any mobile device. For example, Mc Donald has used mobile marketing together with Star Hub to send a simple message to star hub user to introduce its new  current product such as Mc grill

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Traditional marketing

News release

In many countries, being “foreign” may be newsworthy itself. One way of securing news reporting is to hold press conferences internationally to announce a new product, a different strategy or a significant linkage with a local interest. Company has to make some newsworthy message to the public, also make the press release more excited.For example, a firms can announce that a percentage of the sales earning got o the local charity. This will not only increase public awareness, but it will also increase consumer positive attitude toward the brand or the company.

Sponsorship

Sponsor provides a fund to pay a portion of the production cost of an event. This is usually in return an advertisement space at the event. Also, then the event will promote their brand together with the event to the public. As a result, company can benefit from the activity. For example, Coca-cola had obtained a sponsorship of 1996 Olympic and this events became a globalization of mass media for  Coca-cola. In the end, this globalization of mass  increase people awardness of Coca-cola as well as their advertisement.

Loyalty programs

Loyalty programs is known as a form of meaningful rewards to the customers, it is usually promotes the marketer’s own product. For example, Coffee bean and UOB have joined together and come out with a loyalty program the UOB user as well as Coffebean customers. For those customers who have used UOB to purchase a drink from Coffee bean, they can benefit from getting a free drink from coffee bean. This program is not only encourage customer to keep using UOB card but also  increase consumer repurchase on coffee bean product, in the meanwhile both company can increase their brand awareness  through this loyalty program. This is known as a win-win situation.

The “gift with purchase” is a very common promotional technique. It is also known as a “premium promotion” in that the customer gets something in addition to the main purchase. This type of promotion is widely used for:

Disadvantage of traditional marketing

Traditional marketing has slower response rates from customers than internet marketing . For example, Customer response rates on e-mail marketing are strong, ranging from five to 35% depending on the industry and format. Response rates for traditional mail averages in the 1-3% range.

The traditional marketing is less flexibility in changing or customizing messages than internet marketing. For example, if you post an advertisement on newspaper, it is hardly for you to change the message or the content in the advertisement. However, if you are using advertisement on e-newspaper, you can change the message anytime and anywhere.

Culture toward advertising message

International sensitivity needs to take into account such as language used. It is important to translate the concept rather than words when translate from one language to another in an advertisement.  Failure to do so , will lead to result mistake. For example, word like ” full aero plane” in English become” pregnant aero plane” in French.  “ body by fisher” in Englsih become corpse by Fisher in German. As a result, if direct translate from one language to another in an advertisement, it may result the advertisement provide misleading message to the consumers.

Also, the message convey need to be taken into account too. The language affects the present of advertisements because the different language required different amounts of space to convey the same message. Thai language, for example, needs 35 % to 50 % more space than English.