|  | :: :u:b:e:r:m:o:r:g:e:n: :: | t o m a t o |
| .:etoy | .:alternative marketing | .:tomato |
.:artist_hacks | .:ubermorgen | .:wrkshp_1 / _2
| classic marketing view | e-commerce view | case studies
| :: alternative marketing a different kind of storytelling :: the classic marketing/advertising viewpoint : in the offline world advertising changed from product advantage information to image generating communication methods. but the product was still the "hero" of all stories told. the internet is currently changing this by using an information media as a marketing tool. this led to the need to add "additional" information to advertising messages. companies turn to be content providers. information content is consumed in a very different way. - online information (except banners) is information on demand/high user involvement - there is an easier direct communication access to the senders - there is direct communication between consumers [c2c] online marketing activities are often seen as extensions to offline marketing tools. the most accepted online methods are the ones that are easy to compare to offline marketing tools. now, today's hot topics are the alternative methods coming from the .net for the .net. inverting this conservative process [offline marketing -> online methods] ---> we need a new understandig of commercial messages :: the online/e-commerce viewpoint : the e-commerce mania is focused on only one target: how to turn users into shoppers. they see all internet users as potential consumers. they see the web as "something to make money with". but, just building up shops is similar to simply providing order forms or doing homeshopping-commercials. the communication does not go further than: "we're online" or "buy me". although the web is a very young medium, standards have been established very quickly. many of those are easy to measure with marketing reasearch tools. now, lets take a look and do some case studies: * social engineering [loyality vs. aquisition] infecting the c2c communication case study: skim.com * online games and cheat provinding case study: uptoart.com * viral email actions case study: uptoart.com * pre-crm [create need for support] case study: max mobil