The word wide web of tobacco internet marketing

02/03/53
The world wide web of
tobacco internet marketing
Becky Freeman
University of Sydney
The FCTC defines tobacco advertising
and promotion as “any form of
commercial communication,
recommendation or action with the
aim, effect or likely effect of
promoting a tobacco product or
tobacco use either directly or
indirectly”
And, requires that each country shall
“undertake a comprehensive ban on
all tobacco advertising, promotion
and sponsorship”
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When a ban is not a ban
A ban on advertising does not mean
that the tobacco industry stops
advertising its products….
How does the industry
continue to advertise in the
face of a “comprehensive”
ban?
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Just a few ways….
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Buzz marketing
Viral marketing
Social network marketing
Stealth marketing
Events marketing
Cross-boarder promotions
Packages
Displays
Movies
Websites
Direct to consumer
word of mouse
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Web 2.0
• No longer simply a vehicle to retrieve
information or purchase goods
• Driven by consumer generated content
Viral marketing
unpaid peer-to-peer communication
of provocative content originating
from an identified sponsor using the
Internet to persuade or influence an
audience to pass along the content
to others
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Advergames
present a game that consumers
might actually want to play in order
that they may spend an extended
period of time with the brand
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Buzz marketing
intentional and explicit use of
techniques to create “contagious talk
about a brand, service, product, or
idea”
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6 March 2008 - School
of Public Health
Seminar Series
Social network marketing
possible for users to be “friends” with
their favourite brands and for
marketers to target advertising
based on user behaviour and
characteristics
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corporate sites
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social networking
global and local examples
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Facebook
Growth and Popularity
• The exponential growth of Facebook since
its launch in February 2004, has seen it
attract more than 200 million users
worldwide by April 2009
• Collectively, users daily spend more than
3.5 billion minutes on the Facebook site
• As of June 2009, President Obama had the
most popular Facebook page, ahead of
international brands such as Coca-Cola in
ninth place and Starbucks Coffee Company
in tenth
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Facebook Users
• Users reside on every continent including Antarctica
and the site is used in more than 50 different
languages, and in 180 countries and territories.
• Users are from all age groups, which furthers its
appeal to advertisers - Facebook cannot be a
“standardized platform if only cool kids use it.”
• Of the 200 million users, 30 million currently
access Facebook through their mobile devices.
There are now more mobile phone users in low and
middle income countries (LMICs) than high income
countries. Mobile phone use, coupled with the
increased uptake of wireless networks in LMICs,
greatly increases the reach of online social
networking.
12, 059
fans
Source: http://www.facebook.com/s.php?q=lucky+strike&init=quick#/pages/Lucky-Strike/36385940657?v=wall&viewas=657821256&ref=sear
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• BAT employee are active on
Facebook
• Joining and starting groups
• Posting images, comments, new
products to fan groups
• Possible violation of advertising bans
1,162
members
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Excellent. A Full Blend. Great aftertase,
and genius style
i'm 16 and i chew. i started to smoke
after my gums got all tore up. my friend
got me hooked on these. i did smoke
newport but after i smoked these
newports suck.
I love the smell and the look...
cute pink camels!! LOL but I
do feel that I smoke a little
more than with basic camel
menthol lights!
product reviews
user generated media
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blogs
The Internet has made it easier to
engage with consumers by
allowing them to contribute
directly to marketing campaigns
and brand development.
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“Powerful things come from the
street, from the people who use the
product. The internet has thrown
open the door to consumers seeking
opportunities to show off heretofore
hidden talents, whether that be as a
citizen journalist/blogger,
photographer or even marketer.”
Source: Enright A. Let them decide. Marketing News 2006;40(10):10-1.
Open source marketing
• co-collaboration of products and services
between consumers and brand owners
• technology growth has ensured that oneway communication platforms are no
longer satisfactory
• consumers no longer trust brand owners
or big organisations
• build trust by being completely
transparent
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Signature blends are the result
of thousands of passionately
creative adult smokers working
together to help create our
most severely interesting
smokes yet. The art of
collaboration never tasted so
good. Get in the blend @
camelsmokes.com
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And the list goes on
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Photosharing sites
iPhone apps
Messaging
Banner ads
Click through ads
The list will keep growing
Simple ways to monitor
• Google alerts
• Social networking accounts – monitor
key words and brands and
companies
• Buy cigarettes!
• Join tobacco company mailing lists
• Read the technology section of your
local newspaper for new ideas
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One of my fundamental beliefs from
my days as a community organizer is
that real change comes from the
bottom up.
And there’s no more powerful tool for
grass-roots organizing than the
Internet.
-Barack Obama
Engage with supporters
5,524,265
Supporters
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• Obama’s new-media strategy, inspired by
popular social networks like MySpace and
Facebook, has revolutionized the use of
the Web as a political tool, helping Obama
raise more than two million donations of
less than $200 each and swiftly mobilize
hundreds of thousands of supporters
before various primaries.
• Obama credits the Internet’s social
networking tools with a “big part” of his
primary season success.
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