SELECTED NEW TRENDS IN
MARKETING COMMUNICATION
Ing. Kateřina Matušínská, Ph.D.
MARKETING COMMUNICATION 2/NAMK2
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
OUTLINE OF THE LECTURE
1. Guerrilla marketing
2. Viral marketing
3. Product placement
4. Mobile marketing
5. Social media
6. Affiliate marketing
7. Content marketing
8. Experiential marketing
9. Stealth marketing
10. Green marketing
1. GUERRILLA MARKETING
„ It is a body of unconventional ways of pursuing
conventional goals. It is a proven method of achieving
profits with minimum money.“ (Jay Conrad Levinson, 1984)
• minimum MAXIMUM (small firms)
• unexpected, original, surprising
• shocking, drastic, extravagant, controversial
• humorous with a hint of arrogance
• short-term, inexpensive with good will
• illegal, unethical
• aggressive against competitors and consumers
• the use of new IT
• investment is energy, time and creativity
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
• These campaign could break the law , be unethical and unfair
to competitors.
• There are also some risks including misunderstanding:
• On January 31, 2007, several magnetic boxes with
blinking LED cartoon figures were attached to metal
surfaces in and around Boston, Massachusetts to promote
the animated series Aqua Teen Hunger Force. The boxes
were mistaken for possible explosive devices, and several
subway stations, bridges, and a portion of Interstate 93
were closed as police examined, removed, and in some
cases, destroyed the devices.
• Marketing campaign for US series Dexter.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
GUERRILLA MARKETING
TOOLS OF GUERILLA MARKETING
• Word of Mouth, Viral marketing
• Ambient marketing
• Ambush marketing
• Mosquito marketing
• Astroturfing
• Sensation marketing (free publicity)
• Wild posting, …
• …
BUZZMARKETING
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
AMBUSH MARKETING
• Ambush marketing is a marketing strategy wherein the
advertisers associate themselves with, and therefore
capitalize on, a particular event without paying any
sponsorship fee.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
AMBUSH MARKETING
• In October 2011, Samsung ambushed the Australian launch of
the iPhone 4S by setting up pop-up store near Sydney's Apple
Store, where it sold its flagship Galaxy S II smartphone to the
first 10 people in line daily at a discount price of $2 AUD.
• During the opening ceremony of the 2008 Summer Olympics in
Beijing, former Olympic gymnast Li Ning was the final
torchbearer and ultimately lit the flame at Beijing National
Stadium. However, Li Ning is also the founder of a domestic
shoe company of the same name. While the Li Ning company
was not an official sponsor of the games, it had still associated
itself with the games through its role as an equipment supplier
for several Chinese Olympic teams, and through Li Ning's
status as both a Chinese sports and business icon.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
AMBUSH MARKETING
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
SENSATION MARKETING
• Desigual in the Czech Republic, Prague: ,,Come undressed,
get dressed", 2011.
• 100 first visitors came into the store only in their underwear,
and could choose two pieces of clothes for free.
• Other participants (from 101) had a 50% discount on the
products.
„Sensation marketing – Guerrilla marketing in ball gowns.“
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
ASTROTURFING
• Astroturfing refers to advertising, or public relations
campaigns that are designed to mask the sponsors of the
message to give the appearance of coming from a
disinterested participant.
• Astroturfing is intended to give the statements the credibility
of an independent entity by withholding information about
the source's financial connection.
• The term is a derivation of AstroTurf, a brand of synthetic
carpeting designed to look like natural grass.
• Fake letters, fake blogs, fake discussions on Internet and
social networks, …
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
WILD POSTING
„Je to jak graffiti, ale legální.“ (Christian, 2009).
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
2. VIRAL MARKETING
• Viral marketing and viral advertising refer to marketing
techniques that use pre-existing social networks to produce
increases in brand awareness, through self-replicating viral
processes.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
VIRAL MARKETING
• Advantages: low costs, quick spread of information, high
effectivity of targeting.
• Disadvantages: loss of information control which are spread
among people, spam (legislation!)
• Viral marketing may take the form of video clips, interactive
Flash games, advergames, ebooks, images, text messages,
email messages, or web pages.
• Flashmob!!! T-MOBILE: Liverpool Street Station - Life is for
sharing
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
3. PRODUCT PLACEMENT (PP)
• Product placement advertisements are promotional ads
placed by marketers using real commercial products and
services in media, where the presence of a particular
brand is the result of an economic exchange.
• Product placement appears in plays, film, television series,
music videos, video games and books.
• PP X hidden advertising (strict legal rules differ in various
countries)!
• Reverser PP (e.g. Bubba Gump Shrimp Co.)
• One of the best-known instances of product placement
appeared in 1982 movie E.T. the Extra-Terrestrial, which
increased sales of Reese's Pieces 80 percent.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
TYPES OF PRODUCT PLACEMENT
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
• According to the transfer of information:
• Visual placement
• Verbal placement
• Combined placement
• According to the type and characteristics of product:
• Innovation placement (new product)
• Corporate placement (company brand)
• Generic Placement (product placement without brand)
• Location placement (holiday destination)
• Idea placement (religion, ideology)
• Music placement (music in background)
• According to the level of program integration:
• On set placement (product is neutral in relation to the action)
• Creative placement (product is creative and implemented in action)
• Image placement (the overall theme of the film is focused on
product)
PRODUCT PLACEMENT
• PP must not directly encourage the purchase and sale of the
product.
• PP must not attribute disproportionate importance to the product.
• PP must not be used without a clear notice at the beginning and
end.
• PP must meet other conditions set by law (program type etc.).
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
TITLE OF FILM NUMBER OF PROMOTED BRANDS
Driven 101
Sex in the city 94
Transformers 60
The fast and the furious 57
Barbershop 55
Source: Rajčák a Rajčáková, Marketingová komunikácia: aktuálne trendy, metódy a techniky, 2012
4. MOBILE MARKETING
• The use of interactive wireless media to provide customers
with time and location sensitive, personalized information
that promotes goods, services and ideas. It is the one of the
direct marketing methods.
• Mobile marketing (m-marketing) is meant to describe
marketing on or with a mobile device, such as a mobile
phone, smartphone, PDA, MDA and notebook.
• Commercial SMS and MMS, SMS and MMS competition,
voting, advergaming, location-based marketing, QR code
(Quick Response Code), mobile coupons and bar code
with discounts, mobile banking, mobile health, …
• Mobile
• Anytime
• Globally
• Integrated
• Customized
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
MOBILE MARKETING
 Good targeting, popularity.
 Easy and quick up-dating.
 Comfortable for users.
 Low costs.
 Good measurement of response (15% response  3x more
than Direct mail, 95 % is read, 25 % is sent again).
 Database creation.
 Buzz building.
 Mobile marketing could be intrusive, not everyone wants to
receive texts or other types of advertised messages on
phone, nor be slowed by them.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
5. SOCIAL MEDIA
• Social media is the umbrella term for we-based software and
services that allow users to come together online and
Exchange, discuss, communicate and participate in any form of
social interaction. That interaction can encompass text, audio,
images, video and other media, individually or in any
combination.
• It can involve the generation of new content, the
recommendation of and sharing of existing content, reviewing
and rating products, services and brands, discussing the hot
topics of the day, pursuing hobbies, interests and passions,
sharing experience and expertise, ….
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
ADVANTAGES OF SOCIAL MEDIA
• Easy availability of specific target groups.
• Diversity.
• Learning and improvement.
• Unlimited duration.
• Space limitlessness.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
SOCIAL MEDIA
• A broad marketing potential of data source - social
networks marketing research!
• Facebook
• Google+
• Twitter
• LinkedIn
• Instagram
• Others
• Blogs, forums, published audio and video content, publishing
photos,...
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
TYPES OF SOCIAL MEDIA
• According to specialization:
• Social networking - blogs, videos, audio, photos, chats,
discussion ...
• Business networking - connecting people from business
area (higher management)
• Bookmark social systems – the sharing of information
(articles, through public bookmarks)
• Sites where voting is taken on content quality
• News - web sites where people can share content and
comment
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
TYPES OF SOCIAL MEDIA
• According to the marketing activity:
• Social networks (Facebook, MySpace, LinkdedIn)
• Blogs, video blogs, microblogs (Twitter)
• Discussion forums, Q & A portals (Yahoo Answers)
• Wikis (Wikipedia, Google Knol)
• Bookmark social systems (Digg, Delicious, Jagg)
• Multimedia sharing (YouTube, Flickr)
• Virtual worlds (Second Life, The Sims)
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
6. AFFILIATE MARKETING
• Affiliate marketing is a type of performance-based marketing in which a business rewards
one or more affiliates for each visitor or customer brought by the affiliate's own marketing
efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'),
the network (that contains offers for the affiliate to choose from and also takes care of the
payments), the publisher (also known as 'the affiliate'), and the customer. The market has
grown in complexity, resulting in the emergence of a secondary tier of players, including
affiliate management agencies, super-affiliates and specialized third party vendors.
• Affiliate marketing overlaps with other Internet marketing methods to some degree, because
affiliates often use regular advertising methods. Those methods include organic search
engine optimization (SEO), paid search engine marketing (PPC - Pay Per Click), e-mail
marketing, content marketing and in some sense display advertising. On the other hand,
affiliates sometimes use less orthodox techniques, such as publishing reviews of products
or services offered by a partner.
• Affiliate marketing is commonly confused with referral marketing, as both forms of marketing
use third parties to drive sales to the retailer. However, both are distinct forms of marketing
and the main difference between them is that affiliate marketing relies purely on financial
motivations to drive sales while referral marketing relies on trust and personal relationships
to drive sales.
• Affiliate marketing is frequently overlooked by advertisers. While search engines, e-mail,
and website syndication capture much of the attention of online retailers, affiliate marketing
carries a much lower profile. Still, affiliates continue to play a significant role in e-retailers'
marketing strategies.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
THE PRINCIPLE OF AFFILIATE MARKETING
Source: https://www.starkmedia.com/blog/why-you-should-offer-an-affiliate-marketing-program/
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
7. CONTENT MARKETING
• Content marketing’s purpose is to attract and retain customers by
consistently creating and curating relevant and valuable content
with the intention of changing or enhancing consumer behaviour. It
is an ongoing process that is best integrated into your overall
marketing strategy, and it focuses on owning media, not renting it.
• Basically, content marketing is the art of communicating with
customers and prospects without selling. It is non-interruption
marketing. Instead of pitching your products or services, you are
delivering information that makes your buyer more intelligent.
• Content marketing is being used by some of the greatest
marketing organizations in the world, including P&G, Microsoft,
Cisco Systems, and John Deere. It’s also developed and executed
by small businesses and one-person shops around the globe.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
8. EXPERIENTIAL (ENGAGEMENT) MARKETING
• It is a marketing strategy that directly engages consumers and invites
and encourages them to participate in the evolution of a brand. Rather
than looking at consumers as passive receivers of messages,
engagement marketers believe that consumers should be actively
involved in the production and co-creation of marketing programs,
developing a relationship with the brand.
• While traditional advertising (radio, print, television) verbally and
visually communicates the brand and product benefits, experiential
marketing tries to immerse the consumers within the product by
engaging as many other human senses as possible. In this way,
experiential marketing can encompass a variety of other marketing
strategies from individual sampling to large-scale guerrilla marketing.
• The goal of experiential marketing is to form a memorable and
emotional connection between the consumer and the brand so that it
may generate customer loyalty and influence purchase.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
9. STEALTH (UNDERCOVER) MARKETING
• The marketing campaign employs famous people who secretly represent
the company, giving them opportunities to interact with strangers and
promote the product in a non-obvious way. Many companies choose this
method because it is inexpensive compared to more traditional
advertising.
• The main purpose of stealth marketing is not to generate immediate
sales, but to create interest and excitement that will make consumers
more receptive to direct advertising later.
• One of the most notable cases of stealth marketing by a small business
was fashion entrepreneur Daymond John's first campaign for the FUBU
clothing line. John had almost no operating budget and no access to
traditional advertising, so he asked hip hop stars Run DMC and LL Cool
J to wear FUBU clothing at concerts and during their appearances on
MTV. This gave FUBU a massive audience without John having to spend
any money buying advertising space. The campaign was successful and
FUBU became a major clothing label.
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
• Green marketing is the marketing of products that are presumed to
be environmentally preferable to others. Thus green marketing
incorporates a broad range of activities, including product
modification, changes to the production process, sustainable
packaging, as well as modifying advertising. Yet defining green
marketing is not a simple task where several meanings intersect
and contradict each other. Other similar terms used are
environmental marketing and ecological marketing.
• Green marketing companies seek to go above and beyond
traditional marketing by promoting environmental core values in
the hope that consumers will associate these values with their
company or brand. Engaging in these sustainable activities can
lead to creating a new product line that caters to a new target
market.
• Greenwashing – it is not the same!!!
SELECTED NEW TRENDS IN MARKETING COMMUNICATION
10. GREEN MARKETING