Digital Media Budget for Zap Cars

Paper Summary:

This paper discusses three strategies being implemented in the Zap Cars Digital Media (DM) budget. It discusses how they have the potential of being quantified in terms of their contribution to increasing awareness, in addition to moving potential customers through a sales funnel. The three strategies are particularly analyzed from a financial perspective.

Table of Contents:
Budgeting and Creating the Zapped! Website, downloads, and ZapMe! Label
Marketing Strategy Implications of the Zapped! Website, downloads, and ZapMe! Music Label
Pre-emptive Web Marketing including SEO and Analytics
Marketing Strategy Implications of Web Marketing including SEO and Analytics
Rich Media Advertising on Google, MSN and Yahoo
Marketing Strategy Implications of Rich Media Advertising on Google, MSN and Yahoo
Marketing Strategy Implications Summary

From the Paper:

"In conclusion, the strategic implications of pursing the three strategies will be to create significant buzz marketing opportunities and set the foundation for a very strong brand for Zap Cars going forward. Ultimately Zap Cars needs to make all three strategic initiatives work in conjunction with each other to create strong word-of-mouth references by the 20 - 30 year old males who comprise the company's target market. In addition the use of the ZapMe! music label will also give Zap Cars a platform for starting Guerilla Marketing campaigns, sponsoring musical and media events, and sponsoring tours of new and emerging artists. Zap Cars needs to make all these strategies work to make the brand be seen as environmentally conscious and also non-conformist enough to attract the members of the target market as effectively as possible. The bottom line is that through all these efforts, the ability to deliver an exceptional online experience to any visitor to their website, an event they sponsor, or anyone downloading music will connect high levels of individuality and freedom with the Zap Cars brand."

Sample of Sources Used:

• Corporate Executive Board (2004) - Emerging Marcom Strategies. The Corporate Executive Board Marketing Council. Washington, DC. 2004
• Corporate Executive Board (2006) - Leveraging Search Marketing. Report on search marketing concepts. Washington, DC.
• Rosen (2003) - "Emanuel Rosen on Viral Marketing," www.avantmarketer.com (accessed April 24, 2007).
• Swinburn (2005) - "Online Ads Measure Up," B & T Weekly (24 June 2005). Amanda Swinburn.

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