Online Shopping and Promotion Strategies

Online Shopping and Accessibility

• One in four consumers shops online, emphasizing the importance of product accessibility.
• Consider diverse distribution channels for product offerings, including online platforms and local events.

Promotion Strategies

• Various promotional strategies include:
  • Social Media Marketing: Engaging audiences on platforms like Facebook, Instagram, and TikTok.
  • Public Relations: Managing brand perception among the public.
  • Email Marketing: Sending newsletters to move leads through the sales funnel.
  • Content Marketing: Utilizing blogs, videos, e-books, or podcasts for long-form engagement.
  • Advertising: Employing traditional media such as TV, radio, and mobile ads.
  • Search Marketing: Optimizing website visibility through search engine optimization (SEO).
  • Direct Marketing: Communicating directly with ideal customers.
  • Sales Promotion: Sheltering campaigns aimed at generating quick interest.

Marketing Environment

• Suppliers: Individuals or groups providing necessary resources.
• Market Intermediaries: Entities involved in the distribution of products or services.
• Partners: Includes advertising agencies, market research groups, and transportation companies.
• Customers: The targeted audience for products.
• Competitors: Other market players targeting the same customer base.
• Public: Groups interested in or affected by the organization's operations.

Macro Environment Factors

• Consists of:
  • Demographic Environment
  • Economic Environment
  • Physical Environment
  • Technological Environment
  • Political-Legal Environment
  • Social-Cultural Environment

Market Research

• Defined as examining a product's or service's viability through potential customer feedback.
• Combines primary information (internally gathered) and secondary information (externally sourced).
• Primary Information: Can be exploratory or specific; collected by designated firms.
• Secondary Information: Includes data from external agencies or previous studies.

Understanding Consumer Behavior

• Key to effective marketing strategies, focusing on:
  • Consumer perception of information.
  • Methods to capture consumer attention.
  • Influencing factors during purchase decisions including price and quality.

Developing a Social Media Campaign

• Steps include:
  • Setting marketing goals aligned with business objectives.
  • Understanding the audience and competition.
  • Conducting a social media audit.
  • Creating a content calendar and compelling content.
  • Tracking performance for strategy adjustments.

Case Study: Tony Tan Caktiong and Jollibee

• Born January 5, 1953, in Fujian, China; emigrated to the Philippines for better opportunities.
• Initially started with an ice cream parlor; expanded to create Jollibee, best known for its Chicken Joy.
• Over 1,400 stores established since inception, focusing on quality and affordability.
• Competitive pricing strategy enables Jollibee to attract a wide consumer base.
• Effective promotional strategies include engaging advertisements and community influence campaigns.
• Development of Jollitown, a TV show aimed at children, reinforced brand loyalty through kid's meals and toys.
• Holds a stake in DoubleDragon Properties alongside business partner Edgar Sia II.
• Personal details: Age 69, Filipino, married with three children.

Explore the importance of accessibility in online shopping and the various promotional strategies used to engage consumers. This quiz covers topics such as social media marketing, email marketing, content marketing, and more. Test your knowledge on how these strategies can effectively drive sales and enhance brand perception.