VERTU Concierge Service

One of my friend bought a Vertu mobile last week. Indeed most of people such as me, cannot afford the price of Vertu, which is much higher than other mobile. Mobile phones typically retail for around £100 - £250 pounds, however Vertu is aimed at the top end of the market, those who can afford to spend thousands on a mobile phone.

Although it is unreachable for me because of its high price, I am really interested in its powerful functions that related to our E- Marketing. When I went back home and do some research regards to this luxury mobile then get some information.

Vertu is a new unique luxury brand specialising in top of the range, deluxe mobile phones. And Vertu utilises craftsmanship, precision engineering, high-end technology and a unique personal service dimension, to create a distinctive luxury brand.

A big selling point associated with these phones is the Vertu Concierge Service.  Vertu Concierge provides specialized travel assistance, allowing users to access and reserve restaurants, hotels, concert tickets and much more.  Having a Vertu mobile phone allows users to access this exclusive concierge service, 24 hours a day from anywhere in the world, where they will try to assist the every whim of the user.  This service is free for the first year, but you have to pay a subsequent subscription of £500 per annum to avail of the service.  Vertu also offers a customisation service thus truly differentiating itself and allowing the firm to earn even higher margins.

In summary, in my opinion, in the Concierge Service, the Vertu mobile seems like a “agency” between customers and other companies, such as airline companies, hotels and restaurants. This “agency” play a role, who collects, processes and exchange information for both two sides.

I think that, for these airlines companies, hotels and restaurants, it is a new emarketing strategy compared with the traditional e Marketing strategies, that is Search Engine Optimization, Email Marketing Strategy, Online Newsletters and Media News Rooms. These companies apply this strategy in order to specialize the top range of customers. That is the most important reason to adopt this “agency”. These customers would not take a flight in economy class. Of course, they always chose the five star hotels, sometimes the presidential suites. If adopt the traditional strategies, it maybe more costly and useless. For example, these customers will treat advertising Email as rubbish Email, then delete them directly. Moreover, these top customers would not search any information from search engine by themselves. Building the business relationship with them personally is much more costly indeed.

However, I found that there are also two disadvantages for this “agency”. Firstly, there is higher risk in this business system. If a customer is not satisfied with the booking of hotels from this “agency”, she/he will think that it is not useful than abandon it. Then the other companies in this system will lose this customer.

Secondly, there is keener competition. The competitors are not some three star hotels or travelling hotels. They are also five star hotels like you, even the seven star hotels. Top market leads to the keener competition.

Search Engine

When customers are making a buying decision, if they cannot find you from search engines, then they will find your competitors. Indeed, you should optimize your website for search engines.

There are some benefits when adopting the suggestion:
* Produce large amounts of qualified traffic
* Increase the length of site visits
* Assist in branding your company and/or products
* Consistently generate quality leads for your company's services/products
* Give your website continued high exposure for months and years to come


At first, we should know what search engine optimization is. Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. The followings are seven steps to optimize for search engine.


Step 1: Setting your target marketing is very necessary. You need to pinpoint who it is you will be marketing your site to, and write your content accordingly.


Step 2: Keywords and Phrases are very important parts in SEO. Keywords are simply targeted words that determine which category your site will be listed under in search engines and directories, as well as words that searchers input to search engines in order to find relevant sites.


Step 3: You should make sure that including keywords and phrases in your content and source code. The more places you can reasonably put your keywords, the easier you will be found.


Step 4: Writing a good content is necessary. Compelling content on your website is the essential key to good search engine results.


Step 5: We also need using title tags in search engine optimization. Most search engines index the contents of the title tag, and actually make it one of the most important factors in the ranking process. So if you don't have an optimized title tag, you might be missing the boat as far as rankings are concerned.

Step 6: Make your Meta tags optimized and help search engines to index your site better.


Step 7: After search-engine friendly site designing, then submit your site.

Currently, there are almost a hundred million people use search engine, like Google, to search what they want. That's almost becoming a habit for everyone's daily life. If someone has some questions, then we usually hear the answer is " google it". From this point, optimizing company's website for search engines is a very important way to help company increase their awareness within the whole market.

A revolutionary new media-Social Media

Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform broadcast media monologues into social media dialogues.

As the young generation currently, most of us have our own Facebook account. Everyone knows, Facebook is undoubted huge marketing nowadays, especially for the young people. Monash Student Union (MONSU) Caulfield used this market to create a mutual social network platform successfully.

There are some effective measurements to support its success.

Firstly, everyone, who followed the main page of MONSU Caulfield, can post all the information on the post wall. When some activity organizers want inform other people or promote the activity, they can post on their post wall. Then if all the people, who followed the main page of MONSU Caulfield, log in Facebook, they can receive the notice of the activity immediately.

Secondly, the post wall also can supply a discussion area for all the fans of MONSU Caulfield. They can discuss everything on the post wall including some suggestion of latest activities, some recommendations or critical opinions. The page managers and organizers can allocate this information, then keep improving at the first time.

Finally, the powerful recommendation system of Facebook is a useful tool to expand MONSU Caulfield market. When someone followed main page of MONSU Caulfield, his/her friends can receive the notice, which will recommend MONSU Caulfield to him/her. Because of that, MONSU Caulfield is not popular only among the students in Caulfield, but also attracts more students from other campus such as Clayton even from other universities. 

Social Media is a new media for marketers to use to promote what they want to promote. there is efficiency, effective, and low cost. More and more marketers and companies created or going to create their official main page through different social media.

Shop with Guarantee just at Home

For the trustworthiness of e-marketing medium, there are three characteristics are technical competence, reliability and medium understanding.

The typical example of that is PayPal.

As a successful tool of e-marketing, there are five advantages of PayPal which are the reasons of its success.

Firstly, PayPal account is widely used worldwide. PayPal has 130,000,000 customers in 150 countries and areas all over the world. It has supported over16 foreign currencies transactions. It realized that customers could pay the transactions by AUS dollar to the buyer who only receive US dollar.

Secondly, it has strong branding. PayPal is very popular in Europe and the United States. As a global online payment symbol, the advantage of strong brand can make users’ website attract much more overseas customers. It can support some small companies to complete international transactions online easily.

Thirdly, the fast capital turnover should be an very important advantages of PayPal.  The unique instant payment method allows you to receipts from overseas customers timely. At same time, the payment can be transferred to your domestic bank account within 3 days. PayPal can help users extend overseas market efficiently.

Fourthly, the security of payment system is reliable. The advanced security system and the experience of preventing fraud make PayPal much more mutual. The lowest risk lost rate 0.27%, not reaching the 1/6 of traditional transaction mode, can ensure the transactions successful.

Finally, PayPal has the lower cost. Users needn’t pay the registration fee monthly, only 1/2 of the cost in traditional mode. This advantage can lower the transaction cost.

In summary, PayPal depends on these competitive advantages to attract a large market share worldwide that explain the trustworthiness of e-marketing medium vividly. 

No one can pause the song of iTunes

4,000,000,000

The times download iTunes, who has the most successful, largest market share online music store in the world.

Apple's, who sold over two million songs in its first few weeks online, as the head of selling music on the Internet was so successful. Nowadays, you can realize that, whatever what you are doing, where you are, the Apple’s products are everywhere. Different people can chose different price level products from $0.99 to $2799.

Since change the name from Apple Computer Inc. to Apple Inc., Apple's products have been out of the studio and office. They rapidly rush into our living room, a backpack and a pocket. I take iPod because I wanna listen to music everywhere; I put iPhone into pocket means I put the network into my pocket; I want to set a Apple TV in the living room just because I want to watch at movies, but do not want to return back DVD to Rental Dealers. With the rapidly change of Science and technology, maybe multi point touch screen will be eliminated tomorrow. However, the demand in music, movies never change. Thus, maybe several decades later, IPod IPhone died out. But iTunes still connect with the new devices, and play the most popular music.  

There are two main reasons why iTunes get huge success in this aspect.

Firstly, iTunes music industry system is much more different from the traditional system. Compared with that, iTunes music way is more convenient, faster and advanced. Because iTunes music system overthrows the complex booking method, the compulsory fees and inconsistent price level. Apple created a system allows consumers to buy individual songs for 99 cents each, or albums for ten dollars. Once downloaded, consumers can easily burn a CD. Customers can copy the songs to every iPod without any worries about the copyright.

Secondly, iTunes has a powerful recommendation program. For retail stores, customers only can get the limited information from packing box description. The iTunes online music store provides all the details of the single, album, music producer, music lovers, user comments and so on. Through website backstage collecting and summarizing the information to category all the songs, iTunes transfer these information into relevant searching results or recommendation. With the actual data, the users can get the information of music products popular degree to guide consumer behavior. During the process of discussion, every consumer will play a dominant role from the shopping experience. The other customers can make decision based on the views from discussion. According to data provided by Apple Company, iTunes has 30% music sales are from the recommendation system.

Currently, iTunes became a typical successful example of e-marketing.  

The story of iTunes looks like repeat play a song, over and over again.

E-Marketing defeat culture differences

One of the most creditable impacts of eMarketing is to decrease the culture differences.

Let’s take NBA as a example, which I think that it is most successful emarketing case in Sports area.

The customers can watch every match online, if they pay for the registration. “Never miss a shot” as the advertisement, describe the service vividly.if you are interested, click here!

As I know, 20 years ago, there is nobody knew what is NBA in China. However, nowadays, all of Chinese basketball fans can say, “I love this game!” without thinking. For the Chinese basketball teenagers, maybe they would not touch basketball without NBA. With the rapid development of NBA Commercial events in China, more and more sports brand such as NIKE, ADIDAS invaded into China. It has become a broad marketing network, like a special Chinese characteristic Empire of NBA.  

Since 1989, the commissioner of NBA, David Stern, signed the broadcast contract with Chinese local TV Channels. After that, Chinese audience can watch NBA competitions from some pay television channels e.g. CCTV5. Michael Jordan, the God of Basketball, became a household name in China.

In 2002, Yao was selected by the Houston Rockets as the first overall pick in the 2002 NBA Draft. Then, the NBA storm spread all over China. More and more teenagers rush into basketball court because they found their super star in NBA. Such as McGrady, Iverson, Kobe. Then, Yi and Yue followed the step of Yao to join in NBA later. Huge potential market in China lead to higher advertising revenue, higher broadcast income. Moreover, the higher profit result in more tightly commercial cooperation between US and China. 

Currently, the number of Chinese audience per week is more 30 million than that of US local audience. There are 3 million Chinese NBA fans browser China NBA Website everyday. Based on data from NBA report, the financial profit in China market was 50 million dollar last year, ranked first in profit from overseas.

Nowadays, NBA, as a typical American culture already successfully penetrates into Chinese life deeply. The differences between Chinese and American have been erased.