Conclusion

By Jasmine Subrata and Christine Luong 

 

There are a number of factors that need to be taken into consideration before creating a successful online campaign. With the emergence of new media, there are platforms that allow advertisers to reach a global audience. Social networking sites such as Facebook, Twitter, Google+ and Tumblr give the consumers the opportunity to take part in the proliferation of the views of the content, resulting in what we call virality. High-arousal emotions such as awe, anxiety or anger result in higher shares than low-arousal emotions such as sadness. It is also noted that consumers are more willing to heed the suggestions of their peers rather than with traditional direct advertising. This online promotion amongst consumers is known as e-WOM, electronic word of mouth. 

 

The landscape of marketing has changed since the introduction of social media, and now the relationship between marketers and consumers is inextricably intertwined. This is because consumers are no longer passive audiences; they are able to actively engage with the media they consume and use it for their own gratification. Marketers and advertisers are more aware of what consumers want and how they behave, resulting in creative means to deliver their message. These innovative ideas are shown through five separate case studies, such as Kony2012, Look Up, IKEA's Showroom, First Kiss, and Dove's Real Beauty Sketches, where we explore the strengths and weaknesses of their concepts.

 

 

"Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to indentify a vision that your customers will find credible and aligned with their values." -Simon Mainwaring