Internet Marketing: Lady Gaga - Case Study Example

Internet Marketing By Internet Marketing 2.0 Task 2 (LO2) 2 Definition of terms Search engine marketing this is a type of online marketing in which a seller buys an ad that appears on top or on the right of results page of a certain search engine. The buyer pays agreement-wise or depending on the number of times customers click the ad. Search engine optimization is the process of making a website or a webpage rank, on any search engine, by affecting its visibility. In other words, keywords and meta-tags are applied on a website such that when one searches it, it appears at the top or within the first page of results (George, 2001). Paid search engine marketing this terminology refers to any form of online marketing in which the results of any click be it of an ad or a link is determined by payment from the advertiser. Pay per click advertising this is a form of online marketing in which an advertiser is charged by website owners or search engine when customers click on a specific link that links to the advertiser’s product or service. Email marketing is the selling of goods and services by use of emails such as Gmail, Yahoo and Hotmail. The buyer sends customers email with information about the goods and services and delivery reports. 2.2 Online public relations This is the process of managing the rate at which information about an agency, corporation or firm spreads to stakeholder using internet with the purpose of ensuring that the public understand and accept that information (Scott, 2007). This paper is going to analyze how Lady Gaga (product) uses internet with online public relations technique to market herself and her music. The first method is use of website and YouTube. Gaga has a website and YouTube channel through which she posts her videos free of charge. This enables fans who cannot afford her albums to download the songs. This simply meant to marker her. Information from the study solidifies this when it asserts that she uses a redirected channel in case one wants to purchase her music, (Eager& McCall, 1999). She also uses her website to share out her inspirational and vision to her fun. Through streaming of Gagavisison, she is able to update her fans on her plans. Social media services like Facebook and twitter have connected many people through the globe. Stats show that she has more than 15million Facebook fans and tweet five times a day. In order to make more sales of her videos, she sells them through renowned channels like Amazon and Apple iTunes. Amazon and Apple are organizations that have good public reputation and selling through them increases public confidence on her music genuineness. Digital media communities Digital media communities refer to a group of people who have a common interest or are linked by common values and heavily rely on media to give them information. Gadgets like phones, tablets, televisions among others have revolutionized the way people interact and share information leading to digital media communities (Ginty, Maura, & Lauren, 2012). Gaga, in order to ensure that her fans have the desire to wait for the release of her songs, she prompts them in advance, through twitter, of what her videos would be about. Furthermore, she intends to use the film industry to market her more. “Little monsters”, was a collective term used by Gaga, to refer to all her digital media communities, that is, Facebook fans and twitter followers. According to the study, she had managed to build an online community of approximately 25 million people. Through this large audience, Gaga was able to market and sell her songs. 3.0 Task 3 (LO3) 3.1 ASOS’s market share, market size, sales trend, customer expectation, sales channels and emerging markets ASOS is a British online fashion seller that sells trendy women clothes. It stocks over 65000 clothes which have their own-label which it distributes to over 234 countries worldwide. Its market targets young women especially celebrities like Rita Ora and Michelle Obama. Since last year, it has shown a massive up growth rate of 40% higher than its online counterparts. Up to now, statistics show that it has approximately 7 million customers. Due to growth in demand of its products, it has expanded its markets to oversee and two-thirds of its income comes from overseas markets, outside UK (Grossnickle & Raskin, 2001). Last year, it managed to accumulate ₤ 753.8 million from overseas countries like France, US, Germany and Italy. Success in oversees marketing has been possible through their online website and also through good “in-country” terms and conditions of sale that are favorable to customers. Statistics show that is accessed by approximately 29.5 million unique desktop visitors every month and this figure exclude mobile and tablet users. Following the huge rise in income, in the year 2014, the company has a target of making annual sale that amount to ₤1 billion before the year 2015 comes to an end. In addition to that, the company has shown an approximate double increment in sale of its shares. At one stage, the share figures were 4833p, up by 10% which made the company’s business worth to be ₤3.9 billion. ASOS is currently planning to extend its market, with the help of Michelle Obama, to Chinese speaking countries. It is also planning to develop and launch a Chinese-language website this coming October (Levinson & Charles, 2005). In addition to that, it has tied up with their retailers like Primark and given this budget fashion chain the mandate to sell ASOS clothes via the internet. 3.2 Design a method that you will use to collect data that was never collected above (mobile, online) Market data that was not found in secondary sources was: personal information like age, personal comments and suggestions about ASOS and its products, personal preference and taste of the type of clothe to buy. In order to collect this data, an online survey, through a questionnaire available at https://www.surveymonkey.com/create/survey/preview?sm=Fex7Hu1eRaSm0dcJfvK2Vqtmj7Q43_2BvUalfV8ytMFB5rb61hyJlu1dqROWIaDk8Z will be used to collect data and then analyzed using descriptive data analysis methods like mean, median and mode. By analyzing this data, ASOS will be in a position to plan for future investments. 3.3 Importance of digital/ internet tools and techniques for relationship marketing management (loyalty, lower cost, easy targeting, and electronic customer relation) Internet marketing enable a company overcome the barriers of distance. Through internet marketing a company can sell its products all over the world without having setting up any outlets. In addition to that, exporting things to other countries become easier; this is because one does not need the presence of distributors in the country of destination. Also online marketing is cheap. This is because it has a wider coverage which of the company would have to use other methods to reach the same audience; it would have been too costly. Furthermore, online advertising reduces inventory cost. A company that has a website will simply update the values of the available stock online (Sheehan, 2010). If this was to be done physically, the company would have been forced to buy stock in order to make the product available for consumer. However, with online marketing inventory is purchased on demand depending on consumer requests. Online marketing fosters personalization of product. The company is able to track customer’s habits and the kind of product he or she buys most. With this information, the company will build a profile to reflect their purchasing history and preferences. By providing consumers with goods they want, they buy more of it. Success of any organization is built on trust and loyalty from consumers. Internet marketing provides this platform hence increasing customer’s relations. Take this example, when customers buy things online, their information is left on the website of the seller (Smith & Frank, 1998). The seller can then use this information, especially consumer’s mail to regular emails to consumer updating them on the current stock and new inventories. In addition to this, the client may also appreciate the consumer by sending “thank you for shopping with us” messages. This makes the consumer feel appreciated and hence strengthening the buyer-seller relations. Finally, the customer can also send the seller feedback concerning the product and this helps build a community kind of belonging. Online marketing also give consumers 24-hours of online shopping experience. The world is divided in different time zones. One zone might be daytime and the other zone night. In either cases, the business is expected to serve all consumers without denying others services and online marketing is the solution to this (Thomas, 2010). Online advertising also offer unlimited advertising lifespan. When and organization put and advert on a given place online for instance on a blog. That advert will stay there forever unless someone interferes with it. This is however not the case with, radio and television advertisement where the adverts is only aired for a short period of time and for a limited number of days. References Eager, W., & McCall, C, (1999). The complete idiot’s guide to online marketing. New York: Que. George, D., (2001). E-commerce law: doing business online. Bembridge, Isle of Wright: Palladian Law Pub. Ginty, Maura, & Lauren, V. (2012). Complete B2B online marketing. J. Cambridge: Wiley & Sons. Grossnickle, J. & Raskin, O. (2001). Handbook of online marketing research. Oxford Press: McGraw-Hill. Levinson, J., & Charles, R. (2005). Guerrilla marketing online: the entrepreneur guide to earning profits from the internet. Boston: Houghton Mifflin. Murray, K., (2008). Microsoft Office law: take your business online. Redmond Wash.: Microsoft Press. Scott, D. M., (2007). The new rules of marketing and PR: how to use news releases, blogs, podcasting, viral marketing & online media to reach buyers directly. Cambridge: John Willey & Son. Sheehan, B. (2010). Online marketing. Lausanne: AVA Academia. Smith, B. & Frank, C. (1998). Marketing online for dummies. New York: IDG Books Worldwide. Thomas, L. (2010). Selling online. Cambridge: McGraw-Hill Professional. Read More