• Participating in Forums, Newsgroups and IVcb Communities
• Participating in Forums, Newsgroups and IVcb Communities
Companies may decide to participate in or sponsor Internet forums, newsgroups and bulletin boards that appeal to specific special interest groups. Such activities may be organized for commercial or noncommercial purposes. Forums are discussion groups located on commercial online services. A forum may operate a library, a 'chat room' for realtime message exchanges and even a classified ad directory. For example, America Online boasts some 14,000 chat rooms, which account for a third of its members' online time. It recently introduced 'buddy lists', which alert members when friends are online, allowing them to exchange
instant messages. 33 Most forums are sponsored by interest groups. Thus, as a major musical instruments manufacturer. Yamaha might start a forum on classi cal music.
ffew^roups are the InterneL version of tbruins. Unlike commercial forums, newsgroups are made up of groups of people posting and reading messages on a specified topic of interest to them, rather than managing libraries or confer encing. Internet users can participate in newsgroups without subscribing. The discussions are like a telephone conference call, only everything is typed on screen and people can come and go at any time over a period of days and might not even 'say' anything at all. There are thousands of newsgroups dealing with every imaginable topie, from healthy eating, home repairs and caring for your Bonsai tree to collecting antique cars or exchanging views on the latest soap opera happenings. For example, one newsgroup, rec.autos.vw, on a section of the
Internet called usenet, hosted a discussion about the reliability of different versions of one model of Volkswagen car. Newsgroups earry a lot of information about customers, and companies can take advantage of the chance to 'meet'
potential customers by participating in the discussions. However, firms must beware when joining the forum. People organizing newsgroups have a distinct
aversion to the hard sell of businesses after all, they set up their groups deliber ately outside the normal arenas of commercial influence. M '
Bulletin board systems (BBSs) are specialized online services that centre on a specific topic or group. These deal with a wide range of topics, from holidays find
health to computer games and property. Marketers might want to identify and participate in newsgroups and BB.Ss that attract subscribers who fit their target markets. However, like newsgroups, BBS users often resent commercial in trusions on their Net space, so the marketer must tread carefully, participating in subtle ways that provide real value to participants.
The popularity of forums and newgronps has resulted in a rash of commer cially sponsored Web sites called Web communities. Such sites provide a place where members can congregate online and exchange views on issues of common interest. They are 'the cyberspace equivalent to the bar, where everybody knows your email add?ess'. i7 For example. Women's Wire is a Web community where careeroriented women can engage in discussion forums and celebrity chats on women's issues. Tripod is an online hangout for twentysomethings, offering chat
rooms and free home pages for posting curriculum vitae. And Parent Soup is an online community of more than 200,000 parents who spend time online gathering parenting information, chatting with other parents about kidrelated issues and linking with other related sites.
Visitors to these Net neighbourhoods or cyherhoodH develop a strong sense of community. Such communities are attractive to advertisers because they draw consumers with common interests and welldefined demographics. For example. Parent Soup provides an ideal environment for the Web ads of Johnson & Johnson and other makers of children's products. Moreover, eyberhood consumers visit frequently and stay online longer, increasing the chance of meaningful exposure to the advertiser's message.
Parts
» Book Principles Of Marketin Pleased
» I'hrce considerations underlying the
» The Information Technology Boom
» • False Wants and Too Much Materialism
» There is good reason to search a 2.4
» Levi's Strategic Marketing and Planning
» Analysing the Current Easiness Portfolio
» Conflict Between Departments
» Marketing Strategies for Competitive Advantage
» Principal actors in the company's
» • Persistence of Cultural Values
» McDonald's; Breaking into the South African Market
» Analysis of International Market Opportunity Deciding Whether or Not to Go Abroad
» Understanding the Global Environment
» Procter & Gamble: Going Global in Cosmetics
» Sheba: The Pet's St Valentines Day Pedro Quclhas Brito, Universidade do Porto, Portugal
» Individual Differences in Innovativcncss
» Influence of Product Characteristics on Rate of Adoption
» Selling Business Jets: The Ultimate Executive Toy
» • Systems Buying and Selling
» • Strong Influences on Government Buyers
» TABI.EI GOVERNMENT CODES OF PRACTICE IN VARIOUS COUNTRIES
» Qantas: Taking Off in Tomorrow's Market
» • Defining the Problem and Research Objectives
» CLOSEDEND QUESTIONS NAME DESCRIPTION
» Estimating Total Market Demand
» Estimating Actual Sales and Market Shares
» TimeSeries Analysis technology.
» Segmenting International Markets
» • Selecting Market, Segments
» 2 VOLUME BRAND SHARES (%) BRAND SHARE CoffeeMate total: 55.5
» 7 CONSUMPTION BY HOUSEHOLD SIZE (PER PERSON/WEEK)
» Preview Case Gastrol: Liquid Engineering
» Determine the Competitors'Positions One way of defining competitors is to look at
» Communicating and Delivering the Chosen Position
» The Need for Customer Retention
» The Ultimate Test: Customer Profitability
» 1 POTENTIAL PRODUCT FIELDS FOR AN EXPANSION OP THE UNCLE BEN'S BRAND
» 2 VARIETIES OF UNCLE BEN'S FEINSCHMECKER SAUCE
» Federal Express: Losing a Packet in Europe
» Close or Distant Competitors
» • Expanding the Total Market
» • The Customer Service Department
» What Governs NewProduct Success?
» Lufthansa: Listening lo Customers
» Managing Productivity CU _ C7 ^ •
» Mattel: Getting it Right is No Child's Play
» Internal Factors Affecting Pricing Decisions
» • BreakEven Analysis and Target Profit Pricing
» 1 CAR OWNERSHIP ACROSS THE EUROPEAN UNION
» Mobile Phones: Even More Mobile Customers
» Stena Sealink versus Le Shuttle, Eurostar and the Rest
» Preview Case British Home Stores
» • Selecting the Message Source
» Setting the Total Promotion Budget
» Factors in Setting the Promotion Mix
» Integrated Marketing Communications
» Setting the Advertising Budget
» • Selecting Advertising Media
» Standardization or Differentiation
» Media Planning, Buying and Costs
» IBM Restructures the Sales Force
» • Other Sales Force Strategy and Structure Issues
» 5 per cent sales elite apart from the rest is 'an astounding 60 per cent [are] just there for the
» Britcraft Jetprop: Whose Sale is it Anyhow? 1
» 1 COMMERCIAL SUCCESS OF THE JETPROP AIRCRAFT, 1992 NUMBER OF CONTINENT
» 1 PANEUROPEAN CONSUMER GROUPS
» Analyzing Customer Service Needs
» Defining the Channel Objectives and Constraints
» Identifying Major Alternatives
» Designing International Distribution Channels
» Evaluating and Controlling Channel Members
» • Building Channel Partnerships
» The Growth of Direct Marketing
» Customer Databases arid Direct Marketing
» DirectResponse Television Marketing
» Online Marketing and Electronic Commerce
» Germany, the UK and other countries in Europe 1997 to SI.64 billion or 7.5 per cent of global
» • Creating an Electronic Storefront
» • Participating in Forums, Newsgroups and IVcb Communities
» • The Promise and Challenges of Online Marketing
» Roberto Alvarez del Blanco and Jeff Rapaport*
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