Sie sind auf Seite 1von 49

Monday, November 16, 2009

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Arthidtaya Sahawatwong D520004


Member
Ekachai Tangsinphunchai D520097
Nattawadee Tanawansombat D520102
Prapada Prapan D520050
Tanarat Eaksuchon D520073
Thititham Rojanapruk D520081

kongkoi moosama tle aomm benz petch


Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Agenda

Evolution of Marketing Media


Web 2.0 Concept
UnME Jeans and Web 2.0 Marketing
Media selection
Implementation
Measurement of media’s effectiveness

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Evolution of Marketing Media

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Media Advertising

4
0
17
7 31
ap
er e1 18 96
in io
a z Rad
sp

a g 3 0 s
9
ew

M e v i si o n 1
Te l
N

Internet Web 1.0


Inter
net W
eb 2.
0

Monday, November 16, 2009


Web 1.0 to Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Evolution of Marketing Media


One way communication
Traditional media: television, radio, and publishing
Internet network of Web 1.0: online banner advertising,
search engine, and website
Two ways communication

Convergence lifestyle social network of Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

!"#$%&'()%*+,(-.&/0123/(

4%"(*5.65"7(
8.110&%8"9.&(

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Web 2.0
Social network on cyber world
Two ways communication
A commonly associated with web applications which
facilitate interactive information sharing, interoperability,
user-centered design and collaboration on the
World Wide Web

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Why Web 2.0? Trend?


1. Consumers’ media habits were rapidly changing
2. Consumers were besieged with over 5,000 advertising
messages each day, making it difficult for marketers to
break through the clutter.
3. Consumers were less willing to be interrupted by
advertising

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Web 2.0 + 4 Culture Ideology

1. Consumer Co-Creation
2. Social Affiliation
3. Digital Self Expression
4. Sharing

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Consumer Co-Creation
Ability to contribute through the online conversation

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Social Affiliation
Sense of community via online connection

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Digital Self Expression


Be online rather than go online/ Express identity online

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Sharing
Be partner not only customer/ peer to peer relationship/ discussion

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

UnME Jeans
A fashion denim jeans with unique
style, trendy, and premium price in
niche market

Target Market
Active teenage girl aged between
12-24 years old who have unique
style and taste in fashion

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

UnME SWOT Analysis

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

UnME Jeans Current Media Plan

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Problem
Traditional media doesn’t effective anymore. Why?
Small business with low advertising budget
Challenging to integrate Web 2.0 with traditional media plan.

Traditional Media
Advertising Media
UnME Jeans Dicision

Social Network of Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Advertising Agency’s 3 Alternatives

2003 2005 2007

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

• More than 300 million active users


• Average user has 130 friends on the site
• More than 14 million videos uploaded
each month
• More than 2 billion pieces of content
(web links, news stories, blog posts, notes,
photos, etc.) shared each week
2003 There are more than 65 million active users
currently accessing Facebook through their
mobile devices

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Page/become fan/quiz/game/
new feed
The maximum frequency , the
longest spend time, present
update, better interaction
Typical Members are high
school and college students

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Visual world
Interact with each other and
share their styles.
Create shop of UnMe jean
Most apparel brand create
visual shop in visual world
Target at people under 25-34
years old

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

A video sharing website


Users create video ads to
show their styles
Can create Word of Month.
Typical members is the
video loving masses
Hard to control the
contents

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Cost Comparison
Media Type Budget/ Year

Traditional ------
Facebook $350,000+600/yr. (% of Traditional+Web 1.0)
Zwinktopia $200,000+100/yr. (% of Traditional+Web 1.0)
YouTube $300,000+40CPM (% of Traditional+Web 1.0)

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Approved
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Advantages/ How to better

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Risk/ How to overcome

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

How should UnME spend budget on Web 2.0?

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Show the ineffective marketing budget spending

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Media Habits: Ad spending and Household Time Spent

:;#

6-728/8-9#
<-9=-*>/0-#5?#>5>/+#@-4,/#
A@-#B5C2-B5+42#28-*4#
3/4,5# 7,>B#-/=B#@-4,/#>D8-#
<-9=-*>/0-#5?#/4#28-*4,*0#
./0/1,*-2# 5*#-/=B#@-4,/#>D8-#,*#
%!!'#

)*+,*-#

!"# $!"# %!"# &!"# '!"# (!"#

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

UnME new plan(based on customer spending time)!

8%! TV!
8%!
35%! Magazine!
7%!
Radio!
7%!
Online Banner!
UnME current budget! 7%!
8%!
Google serch!

20%! Zwinktopia!
Facebook!
2%! 2%! YouTube!

7%!
15%! TV!
Magazine!
Radio!
74%!
Online Banner!
Google serch!

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Allocating budget to the right social media


channel, UnME can effectively deliver the core
message to the target

UnME Should spend


money on Web 2.0 !!!

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Integration: Traditional media + Web 2.0

How?
!"#$%&'(#)*+,$%#**

@'2%#)*+,$%#*
- !.*#$/*0#1"#2&3,* - D'/5*!.*#$/*'(*
/4'5*6'"*7,2'8,* E'F5F7,*G*/,"%,/**
5#)9*'6*5:,*5';(<* - H",#5,*=#8,/*
- +#=#>%(,*,?=?* #44)%2#&'(/*'(*
@,3,(5,,(* C#2,7''9*,?=?*IJ,*
- A#$%'*,?=?*B??C+* !",($*;%5:*K(+L*
M,#(/N*=#8,/*
- .%"5F#)*;'")$*'(*
O;%(95'4%#*

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Application

สวยมั้ย!!!

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Measurement

1. Conversion Ratio
2. Retention Ratio

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

1. Conversion Ratio
Number of purchased
order from Zwinktopia
Total number of Fan Subscriber
from Facebook (received coupon
to redeem at Zwinktopia)

Conversion Ratio: This ratio refers to the


effectiveness to make a brand awareness for customer’s
decision after perceived advertising on social media
network such as Facebook

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

2. Retention Ratio
Number of customer who
buy UnME product from
Total number of customer who
department store
use the electronic coupon for
redeeming it at Zwinktopia

Retention Ratio: This ratio refers to the


proportion of customer who purchased UnME at the
social media channel (Zwinktopia) and retain to buy
more product at non-virtual distribution channel

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Does UnME is the right brand to advertise via Web 2.0?

UnME Web 2.0


Trendy Consumer Co-creation
Unique Identities Social Affiliation
Promote Tolerance Digital Self Expression
Appreciation for differences Sharing
of opinion and taste Generation Y
Teenage girl 12-24 years old

Right Brand, Right Media

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Advantages of using Web 2.0


Web 2.0 is match for marketing to generation Y

Less cost than traditional media in long term

Could explode the brand to the huge community in cyber world

Follow the trend of social communication

Company could surveys its target consumers’ opinion directly

Create brand awareness and attraction to target group effectively

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Disadvantages of using Web 2.0


Hard to control the message on social network of Web 2.0

Hard to measurement the result

More risky than traditional media

Social media sites don’t have much relevant and support content

The company would not be able to leverage over the longer term

Social network could be Fad

Monday, November 16, 2009


Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

To make social media plan more effective....

Keep updated with new trend


Link the advertising with other information fellow
website such as twitter
Co design software package with other media such as
i-phone widget, sms via mobile phone
Add new feature frequently. For example, the latest
game on Facebook every week

Monday, November 16, 2009