forumforfuturemarketing

Thanks for your participation at the questionair. You can find the evaluation results of the suitability of different media instruments in the attached file.

Katrin & Nicole

questionnair_auswertung1.pdf

What are Network effects?

A product displays positive network effects if more usage of the product by any user increases the product’s value for other users (and sometimes all users). Although network effects and network externalities differ from each other, and the two terms are still used interchangeably. The interchangeable use of the terms is caused by the theory which underlines that network effects were developed to study network externalities, but strictly speaking network effects is a more general concept than network externalities.  If consumers are willing to pay more because of an expected rising number of network participants, a so-called network effects appears.

presentation PR-EVALUATION

cross media instruments

By the technological convergence of media, IT and telecommunication, weblogs are generated as a new phenomenon of communication. More and more companies include weblogs strategically into their marketing mix for specific corporate and brand communications. In the USA there are already more than 5.000 corporate blogs, in Germany more than 300.
The Top-10 corporate blogs are ranked by different institutions with varying criteria. The following Top-10-list arranged (by technorati in May 2008) two main criteria: popularity (number of blogs linking to a website in the last 6 months, the higher the number, the more authority the blog has) and the number of blogs vs. number of links that’s being measured.

Cross Media: implement the concept of Connectivity, Creation, Content and
Communication:

Connectivity
means the transcription of media between each other – e.g. web addresses in a TV-Spot.
Creation
describs the look of the creative work like e.g. CD.
Content
means the agreement of campaign-content on all channels.
Communication
describs the possibility for the client to contact the company.

These 4 dimensions are setting up on each other.
Only when one step is fulfilled, the next one can be reached. In a normal workflow all of them are produced together.

Possible Gains:

• Increased click rates
• High-value contacts