Marketing expert Dr Ian Fenwick explains four essential elements of marketing on digital media.
Dr Fenwick has a strong online presence providing many invaluable resources for students. His blog is at http://blog.digiAindra.com; his Twitter is @DrIanFenwick; and his presentations are at www.SlideShare.net/Ian.Fenwick.
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New '4P' rules needed: Digital media change the marketing game by Prapasri Vasuhirun
Brands need to learn a new '4P' strategy to market through digital media as the traditional marketing mix of product, price, place, and promotion seems insufficient, according to a digital marketing expert.
Ian Fenwick, an adviser to the Sasin Graduate Institution of Business Administration, defines the new 4P marketing mix - which will help brands approach consumers effectively via digital media such as social networks - as permission, participation, profile, and personalisation.
1. Permission: Brands need to ask for consumers' permission before creating conversations or sharing content with consumers.
2. Participation: A key difference between traditional and digital media. Consumers can engage and respond directly with product owners and content.
3. Profile: Brands can accumulate and analyse consumers' characteristics and needs from their social network profiles.
4. Personalisation: Once they get to know consumers via their profiles, brands should offer products best suited to consumers' interests.
A social network is like a party. Marketers have to fit in it with the right mood. Brands must place themselves as a guest, rather than a host of a conversation, as they have done in traditional media," said Dr Fenwick, who writes the Digi-Marketing column in the Bangkok Post.
Most importantly, he said, brands must be aware not to invade consumers' privacy or push too hard on selling, which may drive consumers away.
Meanwhile, one of the side effects from digital media is that a brand's personnel become its own voice that can be used to support a stronger brand.
We're familiar with marketing strategy of CEO branding which uses brands' leading personnel to magnetise consumers." he said. "Now any staff member can represent the brand and therefore it is important to ensure that every staff member clearly understands the brand and product content.
Dr Fenwick also suggested marketers be more honest, transparent, and straightforward in engaging with consumers. "As brands can't really control themselves on social networks, they cannot afford to delay or ignore any consumers' complaints because it may lead to more and more criticism in a short period of time.
Digital marketing can influence consumers to become aware of brands and products with less spending than traditional media. Many brands have realised the importance of social networks but they still do not know where to start. Some feel reluctant to reallocate budgets to new media.
Sooner or later, brands have to adjust themselves and follow where consumers go," said Dr Fenwick.
(Source: Bangkok Post, Marketing, New '4P' rules needed, Digital media change the marketing game, 28/09/2010, Prapasri Vasuhirun, link)
brand - a type of product made by a particular company (with a well-established name, image in the minds of customers and expectations about the product) ตรา, ยี่ห้อ
branding - building a well-known name and image for a product with easily recognizable name, logo, slogan, and design scheme that convey the essence of a company, product or service (See Wikipedia)
Dr. Ian Fenwick - marketing professor at Sasin graduate school of business at Chulalongkorn University in Bangkok (See webpage at university)
media - a way of communicating information and ideas to large numbers of people (examples: TV, newspapers, internet) สื่อ
digital media - "digital media usually refers to any electronic media that is created and displayed using computer technology, such as digital audio, digital video and anything that you would find online, such as computer games, internet technology, communication (email) & social interaction (Facebook for example)" (See Source and Wikipedia)
4P's of marketing - the four dimensions of marketing: product, price, place and promotion, also known as the "marketing mix" (See Wikipedia)
strategy - a plan to achieve a goal over a longer period of time (longer than a "tactic")
traditional - things that have been in common use for a long time
insufficient - not sufficient, not enough ไม่พอ
Sasin Graduate Institution of Business Administration - top business school in Thailand with partnership arrangement with Kellog School of Business in the US (See website)
approach - a particular way of doing something or thinking about something วิธีการทำให้ถึงจุดหมาย
approach - a way of doing or dealing with something การจัดการกับปัญหา
consumers - people who buy things (individuals and families)
effectively - working well and producing the results that they wanted
network - a large system of connected parts, organisations, people, etc. เครือข่าย
social networks - computer systems that link people together into communities of shared interest (See Wikipedia)
permission - allowing someone to do something การอนุญาต,การอนุมัติ,การยินยอม
participation - when a person joins an activity and is involved in it, instead of just watching
profile - a description of a person, personal information on a website (a description of who you are, your work and your personal interests, likes and dislikes)
personalisation - change something like a product to meet the special needs of one person or a small group of people
content - the stories and articles in a newspaper or magazine, the subject, ideas, or story that a piece of writing or a radio or television programme deals with เนื้อหา,สาระ
key - important คนสำคัญ
engage - to keep a person interested in some activity or project, keep a person's attention
respond - to say or do something as a reaction to something that has been said or done ตอบสนอง, ตอบรับ
accumulate - to get more and more of something over a period of time สั่งสมมานาน
profile - short description of a person
interests - what a person likes, what they like to spend their time doing
party - a social event when people gather together to eat, talk, drink, dance, play games, etc งานเลี้ยง
fit in - change to match what people are doing (instead of having people change to meet your needs)
mood - the way you feel at a particular time อารมณ์
host - the person inviting other people to an event and making them feel comfortable as "guests" เจ้าภาพ
guest - a person invited to come to an event such as a party (typically the host takes care of the "guest" and makes them feel comfortable and welcome แขก, ผู้มาเยี่ยม
aware - knowing that something exists, or having knowledge or experience of a particular thing ทราบ
invade - to enter a place by force where you care not wanted, original meaning is an army "invading" another country บุกรุก
privacy - the freedom to do things without other people watching you or knowing what you are doing ความเป็นส่วนตัว
drive away - do something that causes people to leave a place
side effects - an additional effect from doing something (like taking medicine) usually a negative and unwanted effect
personnel - the people who work for a company or organization
voice - to express your thoughts, feelings and opinions about an issue or subject ออกความคิด
support - help สนับสนุน
staff - people who work for a company or organisation, employees พนักงาน
represent - to act, speak or be present officially for another person or people เป็นตัวแทน
ensure - to make certain that something happens or is done รับรอง ให้ความมั่นใจ ให้การยืนยัน
transparent - visible to the public, has no secret or hidden secrets, not keeping anything secret; open (can see what is going on, nothing hidden) โปร่งใส
straightforward - clear and honest ตรงไปตรงมา
engaging - creates and maintains interest in the reader
cannot afford to - must not do (because will cause even bigger problem or more damage and harm)
delay - to make something happen at a later time than originally planned or expected เลื่อน
ignore - to intentionally not listen or give attention to ทำเพิกเฉย
complaints - a statement by someone that they are not satisfied with something (example: customer complaints about a defective product or bad service)
criticism - finding the things that are wrong (about a person, project, organization, etc)
influence - to affect or change how someone or something develops, behaves or thinks มีอิทธิพลต่อ, ชักจูง อำนาจบังคับ
realised - have come to understand that something is true
reluctant - don't want to do or not very willing to do something and therefore slow to do it ไม่เต็มใจ, ลังเลใจ
budget - the plan for how money is to be spent during the next year or quarter within and organization or company
allocate budgets - divide the total amount of money available and give it to different departments and projects
reallocate budgets - change how the total amount is given to different uses (departments, projects)
adjust - to change something slightly, especially to make it more correct, effective, or suitable ปรับ