During the beginning of one of our lectures, we recapitulated viral campaigns by discussing ‘Mr. Splashy Pants’ and the KitKat-Greenpeace case studies, which was our homework.
When we analysed the Greenpeace campaign and Nestle’s reaction, we were surprised how fast this campaign spread on the Internet and Nestle’s poor reaction to this (Greenpeace 2010). This case study illustrated that companies have no control of content distribution in social media and the high interactivity of digital media. As we learned from this case with the edited KitKat Logo: images are worth a thousand words!
Another aspect, we discussed was online visibility, which is the digital representation of an entity in the Internet. This analysis was based on websites, social networking presence, web applications, etc. (Schutzsmith 2008). The ‘Spanish walking holidays’ exercise showed us that it is always important to know the customer target group before starting a digital campaign.
In the second part of the lecture, we were listening to Howard Scott who outlined the development and history of Internet and digital marketing combined with his own career. It became clear that there has been a change over the years from design orientation to customer orientation. “User-centred website design is an essential approach to ensure the web site meets visitors’ needs” (Chaffey, n.d). Furthermore, the changing of software and technological devices during the last 20 years were illustrated.
This presentation was very interesting as it provided basic information about the development of the digital world. It was useful especially for the students who have not followed this development or heard about the dot.com crisis before. However, we did have other expectations for this presentation. We thought Howard would go more in detail and discuss more case studies about his current work.