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assessment - the Marketing Mix

I have learn from the marketing mix research,
and the following points are my point of view

of marketing mix:

• The set of controllable marketing variables 

that the company blends to produce the 

response it wants in the target market

• It consists of everything the company 

can do to influence the demand for its product.

Marketing is the process of planning and executing 

the conception, pricing, promotion, and 

distribution of goods and services to create 

exchanges that satisfy individual needs and wants 

and organizational objectives.

you need to choose the appropriate and

effective digital marketing mix to deliver your business.

such as effective video and website pages.

assessment - mobile apps + website

The elements of a good website:

• user-friendly interface

• back to the home page when clicking on the logo

• fast

• updated information

• information on the website should be easy to browse

  (sometimes a website can be 'messy', audience can't
   achieve the information they want directly.)



The elements of a good mobile application:

• user-friendly interface
  
• fast
  
• easy-to-use
  
• simple but useful
  
• using the same color or design of the website
  (easy to recognize)

As i mentioned before, digital media is the new trend in the market,
It will be very helpful to promote our business
with good website and application.

assessment - Targeting + Positioning

after the research of marketing,

i generated into 4 steps:

1. Analysis marketing opportunities
(Target Audience, demand measurement.)
 

2. Selecting target markets
(Market segmentation, positioning, targeting and

strategies)

3. Developing Marketing Mix

4. Managing the marketing effort

 

To target the audience, we can analysis via:

• Geographic
  e.g: nations, provinces, regions, cities or districts…

• Demographic
  e.g: age, sex, family size, income, occupation, education...
  
  
•  Psycho-graphic
  e.g: Social class, Lifestyles (goods they buy), personality…
  
  
•  Behavioral
  e.g: consumer knowledge, attitude, use or response to a product…
   

'What Makes a Good Mobile Application Great'.

you can use the mobile application once you have a smartphone.

and i found a site which talked about
'What Makes a Good Mobile Application Great'.
http://gigaom.com/2008/03/26/what-makes-a-good-mobile-application-great/
'Each web site or web application that we use in this
Web 2.0 world has a feel that we’re used to; the mobile
version of web sites should merely be an extension of that
experience. Web developers should use the same fonts,
color schemes and buttons wherever possible to make us feel
at home. For an example, check out Mobile Facebook,
which uses the same blue hues and fonts as the Facebook
I use everyday in Firefox. Facebook has also made it easy
to click on a friend’s name and pull up their profile page
with a mini-feed, contact information, and other Facebook
features we know and love.


Strip it, strip it real good

A great mobile web site is a stripped-down,
more functional version of its original incarnation,
and simplicity is king — all unnecessary graphics
should be be excluded. In terms of screen flow,
content should be presented first, with navigation
placed at the bottom of each page. Having to scroll
past navigation to get to the real meat of a web page
is the bane of any mobile user’s existence.'

Mobile Flickr and Mobile Google Reader are good examples.

new digital media trend

As digital media is the new trend of advertising,

such as social-networking, mobile application,

and website. we need to match with the market.

This listed the general functions of the 

social-networking media.

Much social media is used to provide traffic streams
back to blogs and websites. The ROI (return on investment:
which tends to consist of time rather than money) can be hard
to quantify, but indicators such as traffic spikes and external
comments can be used as measurements.
The dangers of social media are often quoted, and there are
legal issues, including the dangers of harassment, cyberbullying,
defamation, information leaks, misinformation and loss of
intellectual property. There are concerns about security, privacy,
stolen IDs, the permanency of information on the web
(if you don’t want to see it on the front page of a newspaper,
don’t post it). Companies are concerned about the spread of
malware, time-wasting and the dilution of brand reputation.
For companies using social media as push-marketing, the story is not good.
The benefits, however, are recognised by many.
Regular users of social media, especially those who concentrate
on one or two networks at a time, find it a great place to find
others working in the field, to share and build on information,
rather than multiple users reinventing the wheel. With an increased
focus on authenticity, trust and relationships are
built through regular interaction (one Tweet a day won’t cut it),
whether that is with new external contacts, or for internal
communications, and users become adept at adapting
to each new system.

'Blogging consists of regular online entries,
generally displayed in reverse-chronological order.
No website which is interested in improving its search
rankings (on Google) can afford to be without a blog.
Each entry should be targeted around a keyword,
consist of around 500-800 words, include an image,
and offer a call to action.  Popular software includes WordPress and Blogger.

Twitter, created in 2006, is a form of microblogging.
Initially based upon SMS messages, ‘tweets’ are limited to
140 characters, displayed and delivered to the author’s ‘followers’.
A ‘retweet’ (RT) is when another user reposts your message,
thus circulating it to their followers – a true compliment.
Twitter is great for making and maintaining contacts with
others with similar interests, with hashtags, e.g. #history,
helping find these. Hashtags are especially useful for conferences,
and for pulling news on a particular story. Average user age 25-54,
although the celebrity culture means an increasing number
of younger users.  Third party applications, especially
via iPhones, expand the usability of Twitter.

Facebook, created in 2004, has changed recently changed 

its core user base of 18-34 year olds to 35-65 year olds.
Facebook has 350 million active users worldwide, with a
successful targeted paid-for advertising model, and third
party applications are key. Interest groups can create Group Pages,
whilst fan-pages offer more marketing potential.
Facebook is typically used to maintain friendships
with people already known in the ‘offline world’,
making viral campaigns successful.

MySpace in 2006 was the biggest social media site,
but was overtaken by Facebook in April 2008.
It collects great amounts of data about its users,
so advertising is very targeted. MySpace offers customisable
backgrounds, ability to upload videos and MP3s.
The site is largely used by musicians, and it is claimed
that artists such as Lily Allen, the Arctic Monkeys &
millions of other artists been ‘discovered’ through the site.

Bebo, an acronym for “Blog early, blog often, has existed
since 2005. Offering quizzes, videos, photo uploads, music,
pop polls and third party applications, the site is typically
used by younger users, built around school networks.

LinkedIn has the strongest reputation in the business world.
Users can import their CV, link to Twitter, blogs, and Slideshare.
Users can host readings lists and join groups with similar interests.
LinkedIn recommends connecting only with those you really
know as users can post recommendations on their connections.
Companies can also create an online portfolio. Particularly
good for head-hunters, job-hunters and entrepreneurs.

Ning , Chinese for peace, launched in October 2005,
offers an online platform for people to create their own
social networks around specific interests, whether local or global.
Network pages are customisable with features,
visual design and member data. Educational groups have
found them great places to connect and start discussions.

Second Life is an internet-based virtual world launched June 2003.
Its users create avatars for themselves, are called Residents,
and interact with each other and the virtual environment,
participating in individual and group activities, travel the world,
undertaking tasks, and creating and trading virtual property
and services with one another. Users must be over 18, although
Teen Second Life is available to those aged 13+.

YouTube, created in 2005, is a video sharing website on which
users can upload and share videos, and create themed playlists
of favourite saved videos. In March 2008 it was estimated that
it would take 412.3 years to view all YouTube content.
A more professional version is Vimeo, and a Christian
specific version is Tangle, which also offers other features.

Flickr, created in 2004, is an image and video hosting website,
widely used by bloggers to host images that they embed in
blogs and social media. Hosting over 4 billion images in October 2009,
the site offers photo storage, tagging, photo-favouriting,
group photo pools, and rating by level of ‘interestingness’. 
Picasa is a similar site.

Google Wave, created 2009, expected to go global in 2010,
is an online collaboration tool that enables groups of people
to edit and discuss documents simultaneously on the web.
Unlike email where messages are passed back and forth,
Wave hosts a single real-time copy of a conversation that all
participants can edit and add to. A confusing interface has
slowed its uptake.
Helpful:  http://completewaveguide.com/

Wikis tend to be used to create collaborative websites,
the most famous of which is Wikipedia, created in 2001,
offering 13 million articles in more than 200 languages by
September 2009. Wikis do not offer static content,
but actively seek to involve the visitor in an ongoing process
of creation and collaboration. Changes can usually be made
without review, although entries can be post-moderated,
with a record kept of page changes.

Squidoo is a community-based publishing platform  on
which users create “lenses”. Lenses are pages, tending
to be overview articles, gathering everything a user knows
about a topic of interest. Launched in 2005, Squidoo is in the
top 500 most visited sites in the world.  Hubpages is similar.

Skype is a software application that allows users to
make voice calls over the Internet (VOIP), whilst also
allowing instant messaging, file transfer and video conferencing.
Calls to other users of the service are free, while calls to other
landlines and mobile phones can be made for a fee.
Chats can be copied and stored elsewhere, although
there’s no ability to save conversations.

SlideShare is a slide hosting service which allows users
to upload, view, comment, and share slideshows and other
documents. Such sites are particularly helpful in the fields
of and web-conferencing, with videos, audios,
animations easily contained within presentation slides.
Slideshows can be embedded in blogs,
and users can join interest groups.
A great information source, but be aware of Intellectual Property issues.

Digg is a social news website, where users submit links and stories
to share with others. Users can vote and comment
on submitted links and stories. A story that is voted up is
‘digged’, a story voted down is ‘buried’. The site has come
under criticism for allowing sensationalism and misinformation to thrive.

Delicious is a social bookmarking site, allowing users to tag, save,
manage and share web pages from a centralized page. Tagging is the key,
with each bookmark tagged with freely chosen index terms.
Users can network with others interested in similar tags, and
see other webpages which have been tagged under the same term,
e.g. http://delicious.com/tag/socialmedia.
The ‘hotlist’ on the homepage gives a taste of internet
trends and memes (catchphrase or concept that spreads
rapidly from person to person via the Internet).
Reddit and Stumbleupon are similar sites.

Diigo allows users to highlight text and attach sticky notes
to specific parts of web pages, and remain available
when users return to webpages. Highlights are collected in a library,
and entire sites and associated documentation can be saved for
future use or downloaded for online browsing.  Items can be tagged,
and can also be published as blogs, reports and slide-shows.
Content is fully searchable, and users can join groups for
those with similar interests.

Friendfeed is a real-time feed aggregator consolidating
updates from social media and social networking websites,
social bookmarking websites, blogs and micro-blogging updates,
or any other RSS/ Atom feed. Friendfeed provides the facility
to track activities across social media networks.
A concern is that readers will comment on blog-posts within
FriendFeed instead of on blogs, resulting in fewer page views for the blogger.

Further information:
http://digital-fingerprint.co.uk/2010/01/digital-media-trends-2-0/