Sony Essay Example | Topics and Well Written Essays - 1500 words

Sony - Essay Example To be the most competitive and outstanding market player, it is desirable for Sony Company to practice both online and off-line marketing. Sony on the Web Marketers at Sony Corp are looking for alternative marketing and social networks marketing is the most preferable in the modern context. They connect with their customers online. They can promote their goods globally. The most effective strategy of Sony online is online tutorial, where they located the information about digital photography. The name of the company is Sony 101, where four special "campuses" for online visitors are developed: personal computing, entertainment for home, digital photography, and finding different business solutions for the small businesses (Bearman and Bruckner). Online visitors can be enlisted to any course they like in these campuses (Grasby, 2004). For example, one of the most popular campuses is the digital photography campus. Different relevant Sony products are advertised in the process of study of this course. Barbara L. Miller, director of corporate marketing Web services with the Tokyo-based company of Sony claims that they intended to talk about different changes in technology and were not merely focused on promotion of Sony products. Sony launches internal marketing, where their customers can advertise Sony products and tell about them to each other. In accordance with Social Vibe, it is claimed that some of the Company's ads reached up to a 40% share rate. Further on the Company was focused on advertising in the Facebook. The effectiveness of these types of ads is evident: 91% of people looked for the company's ads and paid attention to brand messages. They developed a new advertising campaign to appeal for different types of customers: from families to women and men. A well-known name of the advertising company is: "It only does everything, because the company wants to shift the accents from being a seller of hardcore games and Xboxes to an entertainment center" (). Sony united its power with Deutsch LA, which helped the company to be on the move. Sony makes an emphasis on online ads and decreases the number of printed sources of advertising. Dille underlines: "The ability to have that one-to-one relationship with consumers, monitoring the effective messages, and changing things on the fly gives us a closer relationship with consumers" (Super Facebook Marketing Case Study). They are more interested in mothers, who can take the PlayStation 3 message to their social network friends. Thus, the potential customers advertise products of the company themselves, as well as looking for alternative means of advertising. On the Facebook page Sony has a chance to communicate with more than 1 million fans and Twitter comprises more than 323,000 followers (Super Facebook Marketing Case Study). To measure success of the company online, it is relevant to pay attention for click-through rates. It is of high importance for the company to find out the real reaso n of the customers for being interested in one or another product. The first positive changes are evident: Sony sales increased up to 35% and Microsoft sales decreased up to13%. In accordance with the modern prognosis, it is possible to predict that video game advertising could increase from $24 million in 2009 to $47 million in 2014, which comprises a 14.4% compound annual growth rate (CAGR) (Super Facebook M