Sony E-Marketing - Case Study Example

Sony E-marketing Introduction Nowadays e-marketing is an effective tool in products or goods publi policy. It is possible for the companies to go global in case they are available on the web. The advantages of social media can be found for any sphere of human activity. Thus, for example, even celebrities use social networks as communicating means with their fans or free-of-charge promotion of their creativity. They invest nothing, but they gain money hand over fist. The same can be said about the modern companies. For example, bricks-and-mortar trade is currently substituted by a more efficient clicks-and-mortar campaign (Burt). To be the most competitive and outstanding market player, it is desirable for Sony Company to practice both online and off-line marketing. Sony on the Web Marketers at Sony Corp are looking for alternative marketing and social networks marketing is the most preferable in the modern context. They connect with their customers online. They can promote their goods globally. The most effective strategy of Sony online is online tutorial, where they located the information about digital photography. The name of the company is Sony 101, where four special "campuses" for online visitors are developed: personal computing, entertainment for home, digital photography, and finding different business solutions for the small businesses (Bearman and Bruckner). Online visitors can be enlisted to any course they like in these campuses (Grasby, 2004). For example, one of the most popular campuses is the digital photography campus. Different relevant Sony products are advertised in the process of study of this course. Barbara L. Miller, director of corporate marketing Web services with the Tokyo-based company of Sony claims that they intended to talk about different changes in technology and were not merely focused on promotion of Sony products. Sony launches internal marketing, where their customers can advertise Sony products and tell about them to each other. In accordance with Social Vibe, it is claimed that some of the Companys ads reached up to a 40% share rate. Further on the Company was focused on advertising in the Facebook. The effectiveness of these types of ads is evident: 91% of people looked for the companys ads and paid attention to brand messages. They developed a new advertising campaign to appeal for different types of customers: from families to women and men. A well-known name of the advertising company is: "It only does everything, because the company wants to shift the accents from being a seller of hardcore games and Xboxes to an entertainment center" (). Sony united its power with Deutsch LA, which helped the company to be on the move. Sony makes an emphasis on online ads and decreases the number of printed sources of advertising. Dille underlines: "The ability to have that one-to-one relationship with consumers, monitoring the effective messages, and changing things on the fly gives us a closer relationship with consumers" (Super Facebook Marketing Case Study). They are more interested in mothers, who can take the PlayStation 3 message to their social network friends. Thus, the potential customers advertise products of the company themselves, as well as looking for alternative means of advertising. On the Facebook page Sony has a chance to communicate with more than 1 million fans and Twitter comprises more than 323,000 followers (Super Facebook Marketing Case Study). To measure success of the company online, it is relevant to pay attention for click-through rates. It is of high importance for the company to find out the real reason of the customers for being interested in one or another product. The first positive changes are evident: Sony sales increased up to 35% and Microsoft sales decreased up to13%. In accordance with the modern prognosis, it is possible to predict that video game advertising could increase from $24 million in 2009 to $47 million in 2014, which comprises a 14.4% compound annual growth rate (CAGR) (Super Facebook Marketing Case Study). The amount of money gained from sales is $20.7 billion in 2014, which underlines 6.5% CAGR. Online sales will reach $3 billion in 2014 with a growth of 7%. The PlayStation 3 for Sony is a popular move, which expands to the highest extent. Sony also launched a new advertising campaign. Online strategies have been developed to appeal for online community. Netizens are strongly focused on the most interesting ways of advertising. There is a growing tendency of games expansion (Super Facebook Marketing Case Study). The Internet is a broad marketing area for innovative manufacturing techniques. There is a rapid growth of web development. Web sales are promoted and, at the same time, off-line sales are of target for the expansion of the products. The Internet impact is essential and sales increase and development are influencing sky-rocketing of prices. Sony’s products are currently advertised along different channels. Channel management nowadays includes online strategies and off-line issues of advertising (Channel Management online). Sony appeals for WebCollage to expand different strategies of for expanding products on the web. Online strategies are very important for expansion of Sony products (Hershon, 2001). There is a special strategy of e-marketing practiced by Sony. Manufacturers can expand their channels of marketing and the process of customers attraction by means of e-marketing. In accordance with the companys development: “Sony joins some of the world’s leading providers of consumer electronics, luxury goods, and technology products that have successfully implemented Web Collage’s solutions and are seeing the positive results” (Super Facebook Marketing Case Study). Sony expands across different segments: electronics, games, financial services and pictures. Television development and audio products expansion is of crucial importance for Sony Company. The company promotes a wide expansion of different goods and products. The managers of the company are looking for many ways of products expansion, but they are making a strong emphasis on promotion of goods and products (Hofstede, 1991). Advertising campaign of Sony Bravia and Sony Wega are focused on television expansion. Both printed media and online sources are expanding Sony televisions and many other techniques issued by the company. The strategy of e-marketing cedes on many aspects of strategies distribution (Hartman, Lewis & Powell, 2002). Products development and expansion are focused on sales promotion and development. Sony is focused on selective strategies and marketing distribution techniques. Production of LCD television is considered to be a special concern of Sony Company. Firm development of e-marketing should be developed across different levels. Two basic factors are required: coordination of strategy and information allocation. The leading managers of the company are focused on promotion of different images, which are of high importance for peoples lives. The main factors, which influenced changes of Sony policy, is a striving for going global. Different aspects of e-marketing business are taken into account, such as social, political and cultural factors (Solution Two: Multi-Channel Integration, 2003). People are on the way of their experiences and imaginations changes and they are very much focused on goods promotion online. It is very convenient for every modern member of the society to chose products or services they like themselves with the help of online strategies of products expansion. The Company cooperates with many other firms and companies and their goods and products are interesting across the globe. Customers make their own decisions and with respect to their desires Sony performs their strategies of marketing. Sony Corporation traces desires and wishes of their customers across the globe. The customers choose products they like and with the help of social networks Sony Corporation is looking at changing attitudes and behaviors of their potential customers. For Sony it is important to get acquainted with Twitter marketing, because "the strength of Twitter lies in its openness and the fact that people are now increasingly using it to get recommendations for products, to give a well deserved mention to a product they liked and to let people know about the low points of a product that failed to meet their expectations" (Sonys Ad Strategy Moves to Connect Online). It is of crucial importance for the modern business world to reach an increased level of sales. Conclusion Different aspects of customers support and many other consequential strategies and aspects are important for Sony Corporation in promotion of their goods and products online. Though the main emphasis is made on social network products expansion, daily mails to potential customers are as much important (Alsop, 10 July 2000). Web marketing is focused on Sony TV promotion with the help of issuing PDF instructions and video documentary guides. It is possible to illustrate a successful e-marketing strategy of e-marketing on Facebook produced by Sony Ericsson in Australia. Sony Company took into account different interests, likes and dislikes of the Australian nation to launch their online marketing. Facebook offers innovative advertising campaigns, which are focused on the customers imagination and perception. Twitter comprises a huge amount of visitors and this social network enables customers to interact with each other. Therefore, an individual-centered approach is chosen by the Sony Company and it cannot be denied that the company went global expanding different segments of their production and services. Internet is a favorable and a friendly atmosphere for realization of marketing strategies online. References Alsop, S., 10 July 2000. My Rules of Polite Digital Communication. Fortune, 142 (2), 76+. Bearman, S. and Bruckner, H. "Promising the future: Virginity Pledges and First Intercourse" Burt, R. "The Shadow of Other People: Socialization and Social Comparison in Marketing" Channel management [online]. [Accessed December 08, 2012]. Grasby, E. et al. 2004. Business Decision Making: Text and Cases, Seventh Edition. Nelson College Indigenous. Hartman, J., Lewis, J. S., & Powell, K. S., 2002. Inbox Shock: A Study of Electronic Message Volume in a Distance Managerial Communication Course. Business Communication Quarterly, 65(3), 9+. Hershon, R. A., 2001. Telecommunications Management: Industry Structures and Planning Strategies. Mahwah, NJ: Lawrence Erlbaum Associates. Hofstede, G., 1991. Cultures and Organizations: Software of the Mind: Intercultural Cooperation and its Importance for Survival. New York: McGraw Hill. Super Facebook Marketing Case Study. http://www.simplyzesty.com/facebook/super-facebook-marketing-case-study-xperia-social-xperiments/ [Accessed December 08, 2012]. Sonys Ad Strategy Moves to Connect Online. [online]. Available from: http://www.mediapost.com/publications/article/130352/sonys-ad-strategy-moves-to-connect-online-with-mo.html#ixzz3Hq4IwlOl [Accessed December 08, 2012]. Joshi, M. P., & Yermish, I., 2000. The Digital Economy: a Golden Opportunity for Entrepreneurs? New England Journal of Entrepreneurship, 3(1), 15+. Solution Two: Multi-Channel Integration, 2003. ABA Banking Journal, 95(11), 62+. Super Facebook Marketing Case Study – Xperia Social Xperiments. [online]. Available from the web. Read More