Student at University of Teesside
13 July 2001 15:16pm
Hi I am a Masters student in Multimedia, coming from a Business degree background.
For my dissertation I am producing a marketing C.D. for one of the schools at my University (Teesside).
One of the aspects to be covered in my thesis is to draw a comparison between internet marketing and CD marketing. UNFORTUNATELY I can not seem to find much literature on CD marketing if anyone has any ideas on where I could obtain such information then please, please let me know.
Digital Lead, Asia Pacific at Ogilvy
16 July 2001 12:00pm
CD marketing immediately makes me think of AOL, Freeserve etc. I can't think of anyone who has spent more money on this form of customer acquisition. Unfortunately I do not know how you can get more info about this.
Of course at this level the AOL's are playing essentially what is a direct marketing game.
I know that the physical format (CD in a sleeve, CD in a tin, CD bundled with other products e.g. a music CD, CD credit card) is a major driver of the success; the additonal functionality or added value of the content on the disc (e.g. film trailers, music tracks, games) is also a driver to the success of a campaign; lastly the distribution channel (direct post, inserts into newspapers/magazines, shop counters, piggy-backed on other media content e.g. The Corrs + AOL 6.0) is another key driver.
One of the issues about bundling marketing material on multi-media discs is that e.g for music CD's, in order for them to be counted for as direct sales of that music product for the Music charts.... they cannot contain additional media e.g. AOL bundled within that disc or a game.
I'll look out for further info, but you might want to do a few searches in the UK and US press about AOL's direct marketing.
Other people that might be worth talking directly to are PC/Internet magazines, which of course feature bundled content on CD's to drive their sales.
Given the subject of your disertation, I would also concentrate on how you plan to distribute the CD - are you going to direct mail/be proactive, or simply be reactive? What value above an internet site will the CD offer users? Will the CD link through to the University's web pages anyway?
You might also want to think about how to get a 3rd party e.g. AOL, an online bank, or StudentUK.co.uk to sponsor the cost of the production of the CD to produce a bundled package.
I hope these thoughts help.
On 15:16:03 13 July 2001 RayGiridharan2 wrote:
>Hi I am a Masters student in Multimedia, coming from a
>Business degree background.
>For my dissertation I am producing a marketing C.D. for
>one of the schools at my University (Teesside).
>One of the aspects to be covered in my thesis is to draw a
>comparison between internet marketing and CD marketing.
>UNFORTUNATELY I can not seem to find much literature on
>CD marketing if anyone has any ideas on where I could
>obtain such information then please, please let me know.
Gerant at Netdefinition SARL
16 July 2001 13:01pm
I'd echo Barney's comments.
Another thing you might like to think about is the use of CDs (often small, credit card-shaped ones) for 'gizmo-like' marketing purposes (rather than 'here's the latest version of our software'). I've seen these used both for personal CVs and for broader, more traditional marketing campaigns. They tend to stick out more in the mind than 'yet another bloody AOL v999999.999999 CD in the post/stuck to a magazine/etc'...
Taking this further, they can also provide YOU the company with a lot more intelligence and access to your customers (potential or existing) than you might think.
I met with a company a few weeks ago called Business Interactive (www.biweb.co.uk). Their site talks of "establish a relationship with customers", "immediately evaluate them", "profile their interest", "target them with applicable information", "notify them of updates", "establish their response" and so on. The idea, of course, is that, with this, you can more cleverly point them at whichever elements of your web presence will be most relevant to them - now and in the future.
The preliminary elements of this process occur offline - usually via mailing one of these funky CDs. Once that is loaded by the user into his/her PC, the CD 'reads' the user and sends back info to the CD mailer, creating that initial channel of interaction/communication. It seems quite a clever way of combining both CD and web in a marketing environment (and beyond).
If you think that's interesting, you're best off having a good look at their site and contacting them direct.
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