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Closing Case: Johnson & Johnson Uses New Media Marketing 289

TEAM ASSIGNMENTS AND PROJECTS CLOSING CASE: JOHNSON & JOHNSON
USES NEW MEDIA MARKETING
1. Assignment for the Opening Case
Read the opening case and answer the following ques- The Problem
tions.
(a) What motivated Del Monte to advertise on social Johnson & Johnson is the world’s largest medical and health
networks? care product company. In 2016, the company has more than
(b) Relate the capabilities of the social network sites to 126,500 employees worldwide. A major problem facing the
the market research activities (be specific on a one-to- company is that their production and marketing must comply
one basis). with strict global government regulations. In the Internet
(c) Compare the methods used here to both computerized age, it is important for the company to use online communi-
and noncomputerized focus groups. cation tools to reach and support its customers. Moreover,
(d) How can the data collected be used for EC justifica- the company has about 30,000 Internet domains. In the past
tion? several years, Johnson & Johnson has applied Internet media
2. Apple is encroaching onto Google’s turf by buying (called “new media” by the company) extensively and, as a
Quattro Wireless, a mobile advertising company, and by result, achieved significant performance improvement.
initiating the iAd mobile device platform. Research the
reason for Apple’s venture into the field and the Apple vs.
Google battle. Give a presentation to the class. Using New Media Channels
3. The field of video ads is growing rapidly, with many com-
panies introducing innovative models and services (e.g., Using new media, Johnson & Johnson (jnj.com) has grown
see yume.com). The class examines the major models in online activities and strategies over the years. Some of
and services available, including mobile ads and video their strategies are introduced next:
clips on Twitter. Write a report.
4. Each team will choose one advertising method and con- • Web 1.0 Stage.
duct an in-depth investigation of the major players in that In 1996, Johnson & Johnson had its first presence on the
part of the ad industry. For example, direct e-mail is rela- Internet and presented its products as a static brochure
tively inexpensive. Visit thedma.org to learn about direct format. This grew to include about 30,000 domains in
mail. Also visit ezinedirector.com and similar sites. Each 2014.
team will prepare and present an argument as to why its • Web 2.0 Stage.
method is superior. 1. Kilmer House (kilmerhouse.com; Johnson & Johnson’s
5. In this exercise, each team member will enter pogo.com First Blog). In 2006, the company introduced its first
and a similar site to play games and win prizes. Web 2.0 adverting tools after using Web 1.0 for over
Relate the games to advertising and marketing. Write a 10 years. The blog was a natural way for the company
report. to enter the Web 2.0 era.
6. Enter autonlab.org and download tools for conducting 2. JNJ BTW (Second Blog Web 2.0). In 2007, the com-
data mining analysis (these downloads are free). Write a pany launched its second blog a year after launching
report about the capabilities of the tools. Kilmer House. This blog promised to become “the
7. Watch the video “Beginning Analytics: Interpreting and voice for the company.” JNJ BTW became a place for
Acting on Your Data” at youtube.com/watch?v=Hdsb_ conversation about subjects related to Johnson &
uH2yPU and answer the following questions: Johnson. It also offers public education about health
(a) To what metrics does the video refer? care and JNJ’s products.
(b) How can Google Analytics be used? 3. JNJ Health Channel on YouTube. Johnson & Johnson
(c) What can analytics contribute to competitive intelli- is producing videos about health. In May 2008, the
gence? company launched two JNJ health test videos: “Ask
(d) Why is the average time spent on a site so impor- Dr. Nancy – Prostate Cancer” and “Obesity and Gastric
tant? Bypass Options,” which were watched by hundreds
(e) What decisions can be supported by analytics? of thousands of viewers. Several hundred viewers
(f) What have you learned from this video? posted their comments. For Johnson & Johnson, the
(g) Compare Bing’s Content Ads with Google’s AdSense. site has turned out to be a great tool for interacting
Give a presentation. with consumers.