Emerging Marketing Trends

By Kevin Wowk &

Mark Bignell
Overview
Marketing Trends and Celebrity Endorsing
YouTube on the Internet

 Customer Branding  Consistent Celebrity

and YouTube Characteristics of the
 Customer Branding Target Market
and Consumer
Behavior  The Internet,
 Customer Branding Celebrities and
and Marketing Endorsements
Marketing Trends and

 Shift in mainstream media, from television and radio to the

Internet

 41% of Canadian Internet users watch and 33% download

some type of online media in a given month

 The future in advertising is through online media sources such

as YouTube, Face Book and My Space.

 Marketers must develop creative and innovative marketing

strategies
Customer Branding and YouTube

 Customer Branding:
 Using video-sharing sites such as YouTube to allow
consumers to develop their own video ads for certain products
in a contest format
 An Example is the Doritos Super Bowl Commercial in 2007
 Contest had over a 1,000 amateur video entries, and the
winning video was seen by nearly 90 Million viewers

 Winning Video
 YouTube - Dorritos Spicy Cheesey Crunchy bold smooth live t
he flavor
 Losing Video
 http://www.youtube.com/watch?v=3P1UqII3QYM
Customer Branding and
Consumer Behavior

 Customer is able to relay back to the company their views on

the attributes, benefits and value of the Doritos Brand

 Involves the customer into the advertising process

 Increases Brand Equity,

• Customer attachment (For participants and viewers)
• Positive feelings associated with Doritos

 Viewers are able to experience customer views about the

Doritos brand (More Factual and Believable)
Customer Branding and
Marketing
 Marketers are able to see what the customer
lifestyle is, and what the product means to them
(Brand Loyalty)

 More cost effective, winner won $10,000 (Average

of $50 per participant)

 Doritos was able to market to their demographic,

14-35 year old males
Internet and Celebrity
Endorsements
 With the shift in advertising from television to the
internet, companies have begun to introduce their
spokesmen before they attempt to sell their product

http://www.gatorade.com/
 The Internet, Celebrities and
Endorsements

 Lifestyle
 Attitude
 Personality

Tiger Woods, Buick 2005

http://www.youtube.com/watch?v=aXSQy2ATQxk
Questions?