Reflection on learning: Week 9: New Media and Brand

This week’s topic was ‘New Media and Brand’. This week we have learnt about customer media habits and how this affects marketing. With the increase of the internet ideally means that consumers are decreasing time spent watching television, radio, newspapers and magazines. With offline marketing not being as affective as once before this causes marketers to market online. This indicates that marketers have to convert many of these mediums to be online friendly to be able to get their message across.

Examples of customer media habits are:
· DVD
· TiVo
· Pay per view
· RSS
· Streaming video

This week also discussed customer controlled media. Customer controlled media ideally is by the customer/user. There are many examples of customer controlled media which are:

· Photo sharing
· Videos
· User content
· Chat rooms
· Social searches

Week 9 also discussed brand and the many areas of brand. Companies strive to have a recognisable brand. Brand equity ideally is when a company wants a competitive advantage. When looking at brand awareness there is two levels which contribute to brand awareness. The two levels are brand recognition and brand recall. Brand recognition is when consumers recognise the brand and are familiar with it. Whereas brand recall is when a customer is thinking of brands recall the brand first. Examples of this are when buying a car most customers think of Holden, Ford, Mazda and Hyundai. Brand image is how consumers think of the brand. Such as Volvo cars are seen as a safe car.

Having brands online can be difficult which means that there has to be interactive brand building. Examples of customer acquisition are:

· PR (Public Relations)
· Offline advertising
· Viral marketing (you tube)
· Online advertising