alternative marketing

introduction:


a different kind of storytelling
................................

::the few from the offline (marketing & advertising) world:

in the offline world advertising changed from product advatageinformation to 
image generating communication methods.
but the produt was still the "hero" of all stories told.

the internet is currently changing this

using an inforamtion media as a marketing tool caused a 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 ( exept banners) is seen upon request
- theres an easier dircet communication access to the senders
- there s direct communication between communication recipients


online marketing activities are often seen as extension to offline marketing tools 
and the most accepet are thoose, which are easy to compare ( with offline marketing tools)


todays topic are thoose, that are not that compareable - the alternative ones

---> we need a new understandig of commercial messages

::the few from the online (e-commerce) world:

the shop mania is focused on one target: how to turn user into shoppers.
they see all online connected users as potential consumers an the web as 
"something to make money with"

but just building up shops is like just providing order forms or 
doing homeshopping-commercials. the communication doesnt get further than: "we're online"
or "buy me"

although the web is such a new media, standards has established very soon.
many thoose, which are easy to <<messen>> on marketing reasearch tools.

lets take a look on:

methods & tools  
................................

* 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



 







