Connected Marketing, the viral, buzz and Word

Logistics Management and Optimization through Hybrid Artificial Intelligence Systems

Nul ne peut se sentir seulement dans cette vie, si, dans une autre dimension quelqu'un, te cherche te étrange, te espère, te aspire-Darek Thanderúck, Mass Media Expert in Thanagar

NPA

Marketing evolves in sync with the always volatile consumer behavior. Marketing 1.0 perspective was product driven where providing better products to consumers was the key factor. Whereas Marketing 2.0 was built around meeting the consumer requirement satisfactorily. In Marketing 3.0 perspective focused on caring for human behavioral aspects while dealing with consumer so that they can be optimally delivered. Marketing 4.0 was more about dealing with digital technology's influence on consumers' behavior and way outs. During all phases, the environmental factors influence marketing and customers in all regards. But, out of the various factors, now technology is the factor which influences the consumer behavior in large in this era. The era is called to be the Digital Era, internet services in 5 th generation speed has reached to the interiors. Statistics supports that more than half of the world's population is using internet based services. Hundred percent of youth living in U.S. is using internet and all other younger and older age segment have also started using web services in one or other forms. The global scenario is also not so different, consumer internet usage manifolds for variety of needs. Marketing 4.0 noticed the shifting of commercial activities to internet based platforms like Website Trading, E-Commerce, E-Retailing, E-CRM etc. Also the comparative presence of consumers on social media was quite low. The search engines were never been so able to gather all relevant consumer information before. In 2021, marketers have dominating presence on internet as to respond to changed consumer web behavior. Consumer searches all relevant information online and make decisions accordingly. Their presence and time spent on internet has increased significantly. This has given an access to marketers to all kind of behavioral aspects of consumers. They can individually analyze the consumers on various parameters while targeting them. Trends are towards hyper personalization in marketing strategies. All these factors have paved way for foundation of Marketing 5.0 wherein to deal with relatively never explored situations and concepts. Present book Marketing 5.0: Putting up blocks together deals with the recent phenomena of marketing. To complete the jigsaw puzzle and form a meaningful picture of marketing activities undertaken, scholarly articles were invited on the themes like

Media effects: …, 2002

The focus of the study was to conduct the research on "Influence of Media on Marketing

Relevance of the study. Modern media communications are filled with myths. These myths reflect structural modifications and content modifications as well as communication understanding process. Main objectives of the study. The article attempts to clarify what constitutes the myth communication and media communication activity. It also systematizes and comments the most common dual myths in media communications. Methodology. For achieving the objectives, there were used such methods as systematization (for a review myths as an integrated media communication system), comparative (for a comparison of theses and hypotheses about myths in the media); logic and semantic analysis (for a building of own concepts, identification of semantic relations between them and verification of the selected myths adequacy), etc. Results. The author explains and reasons why nine groups of myths in media communications were selected. Most myths are based on the transformation processes in communication, resulting the changes of established media and mass communication activities idea. Conclusions. Transformation in media communications is a process of modification of approaches to media understanding and all related events, practices of production, distribution, consumption of media and how they diversified selection of individual mass audience. The basis of most transformation processes is mostly the result of technological innovation shifts in the economics, geopolitics, communication, sociology. This broad coverage of different sectors and industries usually does not provide unity of theoretical and conceptual approaches to forecasting the prospects of main developments implementation in practical terms, and as a result, sometimes appear diametrical communication phenomena: convergence – divergence; massification – demassification; globalism – localization (and as a result “glocalization”); universalization – personification; oral – written (and, consequently, oral-written speech); analog communication – digital communication (digitization); reality – virtuality; professional – amateur (citizen) journalism. Interactivity is allocated as a unique myth because digital nature of the information exchange a priori involves the interaction between man and machine.

iaeme, 2013

‘Buzz marketing’1 is known as ‘Word of Mouth’ or ‘Viral’ marketing. Word of Mouth Marketing Association (WOMMA)2 defined Word of Mouth as “Giving people a reason to talk about the products and services, and making it easier for the conversation to take place”. Buzz or Viral marketing strategy means spreading positive information about a company from one person to the other, often utilized by smaller firms. Almost all companies and marketers would like to optimise i.e. by minimise the costs and maximise the revenues. Such companies practices “Least selling expenses, No Advertisement expenses, No Celebrities, Minimum sales force, No overheads, and other related expenses”. Of late many traditional companies diversified into Direct Selling and Multilevel marketing by using Buzz marketing strategy. Buzz marketing is fast growing ‘Low-cost method’ of getting a message out as well as efficient to the producers and consumers. When a customer is satisfied, he/she will refer to known people by giving positive Word of Mouth3 for example Titanic movie, Good restaurant experienced, etc. Using ‘Feed back’ method of ascertaining feelings from existing customer whether they are satisfied or not? ‘Chain letters’, e-Word of Mouth like ‘Tell a friend button’, ‘forwarding e-mail messages’, interest groups in the ‘Chat rooms’, social networking websites like ‘Orkut’, etc. Network marketing companies like Amway India Enterprises and Hindustan Unilever Network adopts the same concept of Buzz marketing strategy. Many times the prospective customers, goes unnoticed, like Print and Electronic media bombarding with product promotions, buzz marketing proved is effective.

2008

The rapid diffusion of the Internet and the emergence of various social constructs facilitated by Internet technologies are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical factors for viral marketing, an Internet-based 'word-of-mouth' marketing technique. Based on existing knowledge, five types of viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors are the overall structure of the campaign, the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit. The paper discusses three examples of viral marketing campaigns and identifies the specific factors in each case that influence its success. The paper concludes with a viral marketing typology differentiating between viral marketing communications, unintended viral marketing and commercial viral marketing. This is still a rapidly evolving area and further research is clearly needed to monitor new developments and make sense of the radical changes these developments bring to the market.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4790621, 2024

A Theory is a rational type of theoretical thinking about a phenomenon or the results of such thinking. The process of rational thinking is often associated with such processes as observational study. A Theory may be scientific, or belong to a non-scientific discipline or no discipline at all. This Book contains 100 important Theories and the Top 12 Models for Media and Communication Studies. The researchers have discussed the definition, scope, types, classification, and nature of the theories, and especially they also discussed the biographies of theorists and authors. They also included; the deductive, inductive, normative, social sciences, Democratic, Communication, Modernization, Marxism, Freudianism, Behaviorism, Cultural, Sociocultural, Cause and Effect, Communist, Social Marketing, Social Media, Organizational, Psychological, and Religious Guidance Theories. Models are used to represent concepts, ideas, and thoughts simply through diagrams, and pictorial representations. Every communication model has five fundamental elements, these are; sender, receiver, the message, contextual factors, the medium or channel, and the feedback. They also included; the Linear Models, Interactive Models, Transactional Models, Shannon and Weaver Model, Katz and Lazarsfeld Two Step Flow Model, News Diffusion Model or the Curve Mode, The Lasswell Model, Defleur’s Model, Aristotle Model, Helical Model, The Osgood and Schramm Model, Berlo's Model, Hub Model, and Social Diffusion Model of communication.

The influence of media messages on audience has been a subject of much controversy in media studies .Mass media is a medium in which media messages are conveyed from one point to a very large number of other points. These include newspapers, magazines, radio, television and the internate.Audiences are generally self selected, people who tune to a particular television or who read magazines, they are heterogeneous, meaning large and diverse. There has been various contestations surrounding the influence of media messages on the behaviour of audiences .The essay aims to give an analysis on the applicability of Katz and Lazarsfeld's theory that mass media have a rather limited influence on