Page 304 - Introduction to Electronic Commerce and Social Commerce

290 9 Marketing and Advertising in E-Commerce

4. Twitter and Facebook. In March 2009, the company Momo,” for Windows Live Messenger. The game was
started a Twitter channel. In April 2009, the company played 200,000 times, while approximately 300,000 per-
created its first Facebook page. The page contains bio- sonal expressions (for IM) were downloaded. The cam-
graphical information about the company. Twitter and paign drove sales, improved the target markets’ connection
Facebook also serve as a “bridging communicative to the brand, and had a positive viral impact on the brand.
tool” to integrate viewers into JNJ BTW for more Johnson & Johnson used the In-Call Network as another
detailed information about Johnson & Johnson. option to engage consumers, which made it easier for
• Mobile Advertising Campaigns. users to get a free trial of ACUVUE.
As of 2007, Johnson & Johnson has integrated several Sources: Based on Butcher (2009), Johnson (2012),
mobile advertising campaigns. Microsoft Advertising (2009), and Ploof (2009).
1. The company created a game called “Saving Momo”
for IM users working with Microsoft Digital Questions
Advertising Solutions. 1. Identify the online advertising actions adopted by Johnson
2. Johnson & Johnson’s Zyrtec and iPhone 2.0. Zyrtec is & Johnson and relate them to the methods described in
a popular over-the-counter allergy medication. the chapter.
According to Butcher (2009), Zyrtec generated $315.9 2. Search the Internet to find more details about Johnson &
million in sales in 2008. In 2009, Johnson & Johnson Johnson’s marketing activities on YouTube.
conducted a mobile advertising campaign together 3. Search the Internet to find more details about Johnson &
with The Weather Channel (TWC), putting an interac- Johnson’s marketing activities on Facebook and Twitter.
tive Zyrtec banner ad on the TWC mobile app. Johnson 4. Search the Internet to find more details about Johnson &
& Johnson then extended to a new platform, TWC’s Johnson’s marketing activities on mobile devices.
upgraded iPhone application. 5. Outline the major benefits from Johnson & Johnson’s
3. Strategic tactic in emerging markets. To tap into grow- online marketing activities.
ing markets where mobile devices may be the custom-
ers’ only access to the Internet, Johnson & Johnson is
deploying a variety of mobile information and market- ONLINE FILES
ing campaigns to gain customer trust (Johnson 2012).
• Social Media. Available at ecommerce-introduction-textbook.com
Johnson & Johnson is very active in the use of social No Online Files are available for this chapter.
media. For example, on the company’s main Facebook
page (facebook.com/jnj), the company provides a link to
health information (on the J&J Channel). There are over
625,000 million “Likes” in English and the most engaged REFERENCES
city is Sao Paulo, Brazil (August 2014 data). J&J most
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Bilos, A., I. Ruzic, and I. Kelic. An Enterprise Odyssey. International
1. According to Ploof (2009) and Johnson (2012), the com- Conference Proceedings: 1195–1207. Zagreb: University of Zagreb,
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2007, ACUVUE’s one-month campaign promoted a new
Customers’ Repeat Purchase Intentions in B2C E-Commerce: The
product by creating a shared game, called “Saving Roles of Utilitarian Value, Hedonic Value and Perceived Risk.”