Internet Marketing
Project description
Eash answer must address the question and provide an analysis supported by theory.Please could you use simple English words as my English level is not that advaced. You have to write just Task 1 and Task 2. Later I will order task 3 and 4.
Task 1
(LO1)
Activities on understand marketing through
the internet.
Week 6
Task 2
(LO2)
Activities
on
using the Internet for promotion
(using digital marketing communications)
Week 9
Task 3
(LO3)
Activitie
s
on
producing online
market
research
to support
customer relationship
management
Week 11
Task 4
(LO4)
Activities on
design an internet marketing plan
Week 13
Evidence checklist
Check this carefully
to make sure you
hand in the right
work
We need to see:
Tick
1.
All Tasks answers provided in required format,
word processed, cited with accurate sources
where required.
2.
All supportive materials supplied in Appendix,
suitably titled and cross referenced to body of
text.
Internal verifier
Reza Joadat
S
ignature (IV of the
brief) *
Joadat
Date
07/10
/2014
Department of
Information Technology
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ICON College of Technology and Management
BTEC HND in
Business
Un
it 30
: Internet Marketing (
L5)
Session
:
September 2014
Course work
Maximum Word limit 3000
This Unit will be assessed by
assignment,
Case Stud
y
and
Presentation.
You are strongly recommended to read “
Preparation guidelines of the
Coursework
Document
” before answering your assignment.
Case Study
1
:
Entertainment Industry: Revolutionised
Note: Use case study to
answer
question 2.2 of LO2.
Lady Gaga has been acknowledged by many within the music industry as one of the
first pop stars
to have truly built her career through the Internet and Social Media. From early
–
on, she had a way
of communicating with her fans using the Internet. She set up a YouTube Channel and Facebook
page, and started talking to her fans. She is a
n active Twitter user, communicating directly with her
Twitter followers on average five times per day. With close to 10 million Twitter followers and more
than 15 million Facebook friends by early 2011, she had built an online fan base larger than the
pop
ulations of many countries. She has evolved a unique relationship with her fans, addressing
them as her
“Little
Monsters”. She draws upon being the weird girl in class and gives the message
that the fans are okay the way they are. She has gone so far as ta
ttooing her fans’ pet name “Little
Monsters” on her arm.
Technologies such as Twitter, Facebook and MySpace have created platforms for “mass
–
intimacy”,
but often this intimacy does not work, because followers know that communication is not directly
intende
d for them as an individual person. But Gaga has demonstrated the unique ability to imitate
this intimacy. For example during concerts she tweets messages to her audiences so that people
in cheaper seats still have the feeling they receive a personal inter
action. She also typically
announces her new singles and albums directly to her fans
–
even before the media is informed.
Lady Gaga also broadcasts a weekly series of video diaries called Transmission Gagavision on her
own website, and regularly posts new
video material on her official YouTube channel.
Worldwide, YouTube remains the biggest platform for viewing videos online. In 2010 it accounted
for 43 per cent of online videos watched in the top three European markets (UK, Germany and
France), or some 8.7
billion videos watched per month. In the US YouTube accounts for 39 per
cent of all videos viewed online.19 In 2011 Lady Gaga was consistently one of YouTube’s most
downloaded musical artists, averaging more than 85 million views per month, and had accrue
d a
total number of more than 1 billion views in a less than three years. Many of Lady Gaga’s music
videos appear custom
–
made for the online world, having extended introductions that extend the
complete clip to eight or nine minutes in duration, compared t
o the typical four minute clips
produced for television.
All of Lady Gaga’s videos clips are free to view or download on her own website and YouTube, but
if fans want to buy her tracks as audio files they are directed to online music stores such as
Amazon
or Apple’s iTunes. In 2009 the worldwide bestselling track online was
Poker Face
by Lady
Gaga, selling 9.8 million units. Some industry insiders believed that Gaga’s close interaction with
her fans explained her significant sales through services such as
iTunes, even though many of her
audio tracks were quickly pirated and could be dow
n
loaded illegally. Said one industry expert:
“Maybe Gaga points a way to the future
–
to make your fans your trusted friends. After all, who
1
. Source: “
Lad
y Gaga: Born this way?
” Antwerp Management School.
Department of Information Technology
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