E-MARKETING By: Professor: University: City: Date: 1. a) There various key stakeholders of HP. These stakeholders include the HP customers who have been identified in the case study by Chakraborty and Govind (2008, p. 1) as the young and old, consumers and professional who the Executive Vice President, Personals Systems Group, HP refers to…
1). It is only when an organization considers a group as a key stakeholder that they can invest on a campaign targeting them. The other groups that seen as key stakeholders of HP are CIOs and IT executives who were targeted in the 2004 campaign, ‘change+ hp’. Celebrities and media houses are the other group identified as key stakeholders for HP as they were used to advance ‘The Personal Again Campaign’ while MTV collaborated with HP to develop the reality show ‘Meet or Delete’. According to Chakraborty and Govind (2008, p.5) HP decided to target some of its stakeholders in The Computer is Personal Campaign. These stakeholders include celebrities where as observed by Chakraborty and Govind (2008, p.5) the commercials featured Jay-Z and Shaun White. HP also targeted to harness the capability of media houses to reach out to its customers. Furthermore, the Campaign targeted different consumers but within the age bracket of 15 to 34 and middle sized businesses. b) Charlesworth (2009, p.49) explains internet marketing otherwise known as e-marketing is the process of promoting services and products over the internet. HP opted to use internet marketing given the obvious reasons that this marketing can reach to greater number of customers and is personalized. The issues that organisations need to consider when using e-marketing methods on an international basis include the concern that customers may not have an interaction with the product before they purchase it. The other issue is that of ensuring the security of the information of the customers when they are making on-line purchase. Moreover, Charlesworth (2009, p.49) argues that different nations have different considerations of what can be used in marketing campaigns which defined by their culture and morals. Another issue is explaining how the client can have the computer delivered to them after purchase. HP has to take into consideration the different cultures and morals of its target group when using e-marketing. This is given some of the celebrities in the Europe have no problem posing for a photo when nude but this is unacceptable in some societies and thus use of such photos should be discouraged. The company must also address the issue of customers not getting to interact with the product before they make the purchase. To deal with this, HP should offer support centres for its customers in different locations. The advertisement used must explain to the customers how the company will ensure the security of their information during transactions and how the computer can be shipped to the client after purchasing them. c) Viral marketing as described by Kaplan and Haenlein (2011, p. 253) refers to the technique of marketing that makes use of the already existing social networks to promote a brand by use of self-reproducing viral processes. Viral marketing may make use of video clips, advergames, eBooks, images, brandable software or text messages. Kaplan and Haenlein (2011, p. 253) lists three criteria critical in viral marketing including a messenger, message and environment. A messenger requires to have three components which includes market mavens, social hubs and salespeople as outlined by Kaplan and Haenlein (2011, p. 253). HP makes use of celebrities as the market mavens for effective viral marketing. HP also used fingerskilz.tv website created for fans to access information on the 2006 Fifa World Cup as their ...
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