War Marketing
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Transcript of War Marketing
![Page 1: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/1.jpg)
War marketing
![Page 2: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/2.jpg)
No es pot fer sempre el mateix i esperar resultats diferents
![Page 3: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/3.jpg)
Que és?
Marketing d’alt impacte i baix cost
![Page 4: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/4.jpg)
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Per què està de moda?
El consumidor ja no ha de suportar que la publicitat el molesti.
Els anunciants han d’aguditzar el seu ingeni
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Per què s’utilitza?
Perquè en un entorn publisaturat, a on rebem 3.000 missatges comercials al dia, la publicitat no diferent produeix indiferència.
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Per a què s’utilitza? Per llançar un producte, per fidelitzar, per atraure
trànsit al punt de venda....
![Page 10: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/10.jpg)
Per conscienciar a la gent
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Qui l’utilitza?
Empreses de molt èxit (Google, Amazon, Starbucks...) que han innovat no sols el seu servei si no en la forma de promocionar-lo.
![Page 14: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/14.jpg)
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Què el fa més creïble?
La mateixa raó per la qual apreciem més la recomanació d’un amic que qualsevol consell publicitari.
![Page 16: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/16.jpg)
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Per què és més directe?
Perquè evita les vies més col·lapsades de publicitat (TV, premsa...) en favor d’espais a on la marca pot parlar a soles amb el consumidor
![Page 18: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/18.jpg)
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Per què és més empàtic?
Perquè en lloc de ser intrusiu (“m'omple la bústia”, “m’interromp la meva sèrie favorita”) m’ofereix experiències per viure, per contar.
![Page 21: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/21.jpg)
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Per què és més rentable? Perquè bombardejar a cegues es car. En lloc de llançar el missatge sobre els
consumidors, la guerrilla el propaga entre els consumidors ((Marketing Viral)
![Page 23: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/23.jpg)
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Com mesurem els seus resultats? En xifres com el
marketing convencional. Però també, i aquí resideix la diferència, en qualitat.
![Page 27: War Marketing](https://reader036.fdocuments.net/reader036/viewer/2022081603/557bd1dad8b42abd548b4e3b/html5/thumbnails/27.jpg)
Exemples
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http://www.youtube.com/watch?v=CV7KknrJuSs
http://www.youtube.com/watch?v=KWlncy2z4E0
http://www.youtube.com/watch?v=6xfBNxNds0Q&feature=player_embedded