I believe that online marketing can cover anything online. This covers banner ads on the top of the websites, ads at the beginning of YouTube videos, and any shared messages or videos on social networking. Traditional marketing would be anything not online, such as billboards, television commercials, flyers, etc.
The main difference is that viral marketing works better in online marketing. Viral marketing relies on the sharing of a message, like a video, to reach the target audience. A single flyer can reach at least one person, but it likely won't reach more than a household of people. However, a video shared on Facebook can reach millions of people. This is especially true when there is interest and interactivity in the video. A good example is the Ice Bucket Challenge. Everyone was eager to post a video of a friend dumping a bucket of ice on them. They would then tag a few friends, who would go on to do the challenge themselves.
These challenges do a great job of getting the message out. However, I am not sure how much they do to actually sell goods or, in the case of the Ice Bucket Challenge, raise money. Now everyone remembers the challenge, but how many people remember it was for ALS? Or how many people actually know what the disease is or helped the cause?
To determine how effective online and viral marketing depends on what the company wants out of it. I know that I enjoyed watching the Dove "Love Your Body" commercials, however this did not make me go out and by any of their products. I didn't even visit their website. But now a greater number of people can recognize the brand.
I agree with your examples of viral marketing and how it is better than traditional marketing. I also agree with your description of social media and how it has been a breakthrough for marketing of numerous brands. "Getting the message out" is key to advertising/marketing today in our culture and it can impact a product both good or bad.
ReplyDeleteViral videos are a great modern tool that we have for online marketing, although this is only one small piece of what is out there. Their are many firms out there that focus solely on eCommerce and online marketing like this. Viral videos are great and are definitely memorable if done correctly, but the entirety of their presence cannot rest on these and these alone.
ReplyDeleteAnna, I like the final point that you made. Just because someone is introduced to a viral video or ad does not mean that they are immediately inclined to go out of their way for the product. In a lot of cases I feel like I cannot find the point a viral ad is making which makes it impossible to pursue the product. Some viral ads work, most do nothing more than inform the viewer of the brand, which in some cases may be success.
ReplyDeleteI certainly agree with the statement that online marketing can reach a lot of people, but just because it is on Facebook (or anywhere on the internet for that matter) doesn't mean that it is guaranteed success. A video or image that looks uninteresting or dumb would be discarded by a viewer just as quick as a flyer or brochure in the mail. I think the big difference is that with online marketing, it is more measurable.
ReplyDeleteI like how you touched on the company's goals and marketing agendas. If you are a business that leans on local support, traditional methods may be most efficient for what you want to get out of it. Where as if you were a multi-national company trying to expand your business around various places, online marketing is certainly the most efficient method for you.
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