US companies use online marketing to sustainably strengthen the interaction with consumers. The trend towards online marketing in its various forms is still continues in the United States. The area is recorded according to ad age”in 2006 with a growth of 17.3 per cent compared to the previous year the largest increase in all advertising channels. The development comes at the cost of traditional advertising media, whose market share dropped in the media mix by 0.6 to 58.2 percent. In the online marketing we see the most dramatic changes”, says Paul Rand, Managing Director of the Agency Ketchum in Chicago.
The marketing companies realize that they need to interactive deal with the customers, so they are really engaged in the brand.” Especially technology companies draw on their affinity to the Internet in the field of advertising. Hewlett-Pack style roughly gave last year with 111 million dollar-13.4% of its 829 million heavy advertising budget for online marketing. The online advertising only on two other large is similarly dominant Been technology companies, namely Barry Diller IAC/Interactive Corporation with 16.4 percent and the telephony company Vonage with 40 percent of the Gesamtwerbebudgets for 2006. That it is not only a modified weighting of media channels, but also new creative possibilities, Hewlett-Packard currently demonstrates its global campaign, which was launched late August under the title: what do you have to say? “Print 2.0: extending the power of print”. Half of the 300 million-dollar campaign is issued according to Ron Coughlin, Senior Vice President of HP worldwide, for Internet-based marketing elements alone. In Europe, the share was even higher, because one could react online more flexibly in the different languages. But the campaign is not limited to digital advertising formats, but uses the Internet as a way of interaction, whereby customers can use the Printangebote from HP.
HP three celebrities on the singer and designer Gwen Stefani (hp.com/gwen), hired for the campaign Snowboarder Jake Burton (hp.com / burton) and the designer Paula shear (hp.com/paula). You provide some of their designs for free to consumers and can be integrated into business and greeting cards, DVD cover or letterheads. The action is almost designed to take advantage of the shift of communication on the Internet. And we earn our money with the printed stationery, says Coughlin. To consumers, to get involved but also business partners on another level with HP, wikis were launched also, where customers and companies can present themselves. A combination of mobile marketing and outdoor uses HP in New York: on some billboards in times square users via text to communicate messages with a Stefani display and request their products via E-Mail. Also viral components to be used in the second phase of the campaign of that October starts at the beginning. Using these platforms, 25000 users on the websites of the campaign could bring HP on the first day. Online advertising has more benefits than traditional TV advertising because the effectiveness of a campaign is more easily measurable “says Sywert damage mountain, PR Director at HP/IPG Europe. In its mobile advertising wants to tread carefully with HP and messages without text. Would prefer pull technologies to the push method, because we come across as too aggressive, you want to be relevant to the customers.” (OA)
