EMARKETING WEEK 1

WEEK 1 BLOG EMARKETING

DISCUSS THE VIDEO ON THE INTRODUCTION PAGE

The video of an ever changing world uses statistics of how internet and technology has changed the face of this world. All of the figures that were used in this video would have increased as it is a few years old now. These technological increases will influence marketing as companies know have to use the internet as a medium for advertising etc as it is used by just about everyone at least once a day. Technology has also introduced the online stores and websites such as eBay as another way to purchase products without having to leave the house. This means companies who do not have online stores or advertising online are potentially missing out on sales.

DISCUSS THE PREFACE BY SETH GODIN. IS HE SAYING YOU CAN’T LEARN ANYTHING FROM A TEXT BOOK? WHAT ARE YOUR THOUGHTS?

Seth is suggesting that you can learn the vocabulary from a textbook which gives you a basis of marketing however, the best way to learn how to market is to research other marketing campaigns, make your own marketing campaigns for a subject you are passionate about or write blogs. I believe this has some truth to it as I believe marketing requires innovation meaning that if you learn how to market from a textbook every lot of marketing is going to be the same. Whereas, by using innovation and experience you can create something that is different from the rest which gives it uniqueness and consumers notice it standing out from the crowd.  

FIND 5 TERMS THAT YOU ARE NOT FAMILIAR WITH AND DEFINE THEM

TERM	DEFINITION
Application programming interface (API)	A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between different software programs and facilitates their communication, similar to the way a user interface facilitates communication between humans and computers. APIs are often used by third-party developers to create applications for social networking websites like Twitter and Facebook.
Cluetrain Manifesto	A set of 95 theses organised as a Call to Action for businesses operating within a newly connected market place.
Really Simple Syndication (RSS)	RSS allows you to receive/ syndicate this information without requiring you to constantly open new pages in your browser. Also known as a feedreader.
Online reputation management (ORM)	The understanding and influencing of the perception of an entity online. This entails ensuring that you know what is being said about you, and that you are leading the conversation.
Simple Object Access Protocol (SOAP)	A simple XML-based protocol to allow for the exchanging of structured information over HTTP.

CASE STUDY 1.9 – THE BEST JOB IN THE WORLD.

1. Why do you think this campaign garnered such impressive media coverage?

I think the campaing generated so much media coverage firstly as it was a unique job application of its kind that hadn’t been seen before to housesit an island. Due to it being part of the Great Barrier Reef, it attracted many people as the Great Barrier Reef is one of the main tourist attractions around the world. To be able to fund this campaign Tourism Queensland is a government funded agency which ment they had access to more resources then an individual advertising it would. Through the use of social media and job agencies it soon spread across the world where main television channels such as CNN and BBC did stories on it promoting it further to other viewers.

2. How did Tourism Queensland and SapientNitro approach the challenge of marketing across eight international markets?

By placing it on social media sights and advertising on international job agencies they slowly managed to extend their international coverage of it. CNN, BBC, Time Magazine and many other international related mediums also helped spread the coverage of this advertisement.

3. What role did flexibility play in this campaign?

Tourism Queensland had to flexible in the way they approached the different international markets as how to market this as many countries have different values, beliefs and views. Meaning they had to stimulate countries differently. Tourism Queensland also had to be flexible with the main website they ran for the competition as it could not handle the amount of entries and page views in the first two days.

4. How did the strategy leverage social media as a tool for engagement?

The uses of Facebook, Myspace etc. were a major factor in the output of the marketing campaign. This was due to the fact of people spreading the word of the competition and sponsored advertisements on there sites, leading to it going internationally. It also created another avenue of marketing compared to what use to be the traditional television, radio and paper advertisements.