Online Advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.
Growth of Online Nature Business
As i had mentioned in one of my article “Impact of IT Era to each of us” that over the years, Technology advances by leap and bound and become more and more cost effective. It become a stronger enabler for more and more common people in the street, often with no much IT experience, to set up virtual shop like a online shopping portal. With free software like WordPress or Weebly, it help those smaller player with less capital and manpower to compete with those big companies in their own unique way.
Birth of Online Advertising
As more online nature business being created, a series of important tools were born as to facilitate of ease of conducting business. One of it will be Online Advertising. As defined by http://en.wikipedia.org/wiki/Online_advertising
“Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.”
Nowadays, it a common sight of people seem to be “glue” to their smartphone as they spend a lot of their time surfing the internet everyday. It could be reading news online, follow up of their idol on Instagram, or simply interacting with their friends on social networking sites. Such high online traffic encourage the deployment of online advertising.
With various powerful search engine available, it become much easier for anyone to search and deploy online advertising on their own. Of course it take time, experience and skill to master the art of online advertising, but there is no doubt, it help to lever the playing field between the small individual and the big companies. Often, only companies with deep pocket can afford to engage Advertising and Marketing Company.
Recently as i was researching on online advertisement to boast up Bigfatpillar’s viewership , i got to know this brilliant Business Owner by the name of Terrence whose business @ Hashmeta that revolve around helping companies or individual to conduct successful online advertising campaign. And I’m impressed by his Business Philosophy of his burning desire of helping his client to grow their business! Maybe you could get some discount when you mention my name, “Fredrick” to Terrence if you will to engage his services.
And it will be better if you could engage some professional and capable online advertising company with that, as online advertising is a very power tool. It can obey as a good servant, but flare up like a bad master! Next, continue to read on for such examples.
Case Study – The Good Useful Servant
The following Article taking from http://www.hashmeta.com/blog/brand-value-lessons-from-starbucks-instagram-campaign/, tell us how Starbucks conduct their online advertising campaign with the use of Instagram.
Early bird catches the worm. Ringing true to the adage, Starbucks was one of the earliest adapters(since 2011) of Instagram and today, it is on the No.2 spot of the Top 50 Brands on Instagram in terms of the number of account followers and [branded] hashtags according to Totems. They have a staggering 2.8 million followers.
How did they do it? While most brands have come to realize that success on Instagram is directly proportional to the native advertising, why does Starbucks stand out?
In his book ‘Pour Your Heart Into It’ CEO and founder, Howard Schultz, said, “People connect with Starbucks because they relate to what we stand for. It’s more than great coffee. While the typical coffee campaigns paid attention on taste and the caffeine rush, Starbucks focused on people. Soon they integrated seamlessly into their lives, establishing itself as a place and product which connects to people. And news flash, they still do it.
Behind-the-Scenes Content (Starbucks)
With this campaign, Starbucks killed two birds with one sling shot; induce coffee craving and increase consumer loyalty.
The ‘Behind the Scenes’ campaign(2012) stood out from their usual user engagement campaigns as it was a ‘no photo contest’, ‘no fan submission’ one. The goal was to open their innermost doors and let the patrons see how their much beloved coffee is created. By showing the images of their coffee making processes (testing, tasting and preparation), the user trust and brand value increased. Who wouldn’t buy a product from a maker who is keen on being open about its making, right? After all, trust builds loyalty and loyalty is what keeps the customer coming back.
Starbucks, which is a Fortune 500 company, often share photos of their very first store in Seattle for a Starbucks fan “throwback.” While this is not a full blown campaign, it must be lauded for its subtlety and effectiveness in increasing its brand value. This campaign is aimed at showing the customers its modest beginnings and how it has grown over the years. It subtly psychologically makes its patrons root all the more for its success by making them feel as though they have been with it all the way. Everybody loves a good story of how something started ever so humbly and became triumphant in the end. It simply is inspiring.
What Did We Learn From These Campaigns?
There are 3 lessons on brand equity and brand value that every brand and social media marketing company can use on Instagram to help themselves to be successful.
- Increase brand value by increasing brand awareness. Starbucks’ ‘Behind the Scenes’ goal was just that and it achieved it beautifully.
- Increase the perceived quality of your product by being more open. Share the reasons why and how your product is crafted to make the customers relate to you better.
- Increase strong associations with your brand by developing as sense of community; by sharing your history (throwback campaign) and how your customers have been with you every step of the way.
Case Study – The Bad Master
The national carrier, whose Flight MH370 disappeared in March and which remains missing, yesterday posted the following message on Twitter: “Want to go somewhere, but don’t know where? Our Year-End Specials might just help! #keepflying”.
Users of the site were quick to draw a link between the message and MH370 that disappeared with 227 people on board, prompting MAS to remove the offending message.
“Our tweet was intended to inspire travellers to explore deals offered. We apologize for any offence caused & have removed it!” MAS replied to Twitter user, Theresa Powell, today on its official @MAS account.
Powell had tweeted MAS yesterday using her @tpowellwow account to say, “probably not the best choice of words for an airline that doesn’t know where one of its planes is- just saying #mas370”.
This is the latest promotion by the national carrier that has carried messages indirectly referencing its own deadly disasters that include Flight MH17, which was shot down in eastern Ukraine in July and killing the 289 people on board.
In September, MAS was forced to scrap its “My Ultimate Bucket List” advertising campaign for a competition, following a backlash over the phrase “bucket list” that refers to a list of things to do before dying.
Foreign press like The New Zealand Herald and news.com.au have reported Twitter users criticising the airline over its latest faux pax yesterday.
Malaysian Twitter user Adrian Yeo (@ninoamigo) said on the social networking site that MAS’s tweet was “inappropriate”.
Another user Ahmad Lala (@ahmadlala619) tweeted: “Oh no, Malaysia Airlines has done it again with it’s: ‘Want to go somewhere, but don’t know where’ ad campaign. Cringe. They just can’t win”.
In response to the social media backlash, MAS retweeted Twitter user Jonathan Wong’s @jono_dubs tweet: “Don’t understand all the haters blasting #mas for their promotions? Some people are trying”, and replied “Thanks for your support”.
MAS is currently undergoing a massive turnaround to reverse its billions in losses that were exacerbated by MH370 and MH17.
The national carrier was delisted in August after sovereign wealth fund Khazanah Nasional Bhd offered to buy out its minority share for a total of RM1.38 billion to restructure MAS.