Contemporary Marketing

• Influence by generating "stories"
• Opinion Followers, leaders & formers.
• Roach Baiting = Marketing message delivered by actor posing as regular person. Intention is having message passed along to many others.

• Any strategy that encourages an individual to pass along marketing message. 
• Creates potential for exponential growth in message influence & exposure
• Like virus - takes advantage of rapid multiplication.Message reaches thousands / millions. 

• Do not need many infected to spread epidemic.

• 6 DEGREES OF SEPERATION - There are no more than 6 steps that connects one individula to another in our socially connected world- anyone can be connected to anyone.

• New tech enables viral campaigns to be replicated. 
• Use of Rapid Multiplication effect of online social networks - email, chat rooms, forums etc. 
• Share campaign w/ 'like minded individuals' 
• Gets around Advertising Authority Standards

• 'Place based marketing' 
• Reaches prospects wherever they are - preferably right environment so they are receptible to message. 

• Examples; 

     - 'Talking' handles on petrol pumps. 

    - Sponsored Roundabouts

    - Blimps / Air Banners. 

•  Aims to work under radar.
• Deliberate harnessing of dynamics.
• Promotes word of mouth.
• Loads brands w/ factors to make it "cool" or "in". 
• Encourages consumers to feel like they found brand themself.

Examples - Product Placement, Subliminal ads. 

• When you register online / download app / use Facebook. 
• 'Permission to send' tick box. 

• Marketing when & where your competitor is vulnerable.
• Small organisations can't compete w/ large ones on ad pages. 
• So should compete where the advantage is. theirs - Editorial pages -generate publicity w/ interesting promotions.

• Takeover of media event/platform built by a competitor. 
• i.e. Reebok - official Olympic Games sponsor.