3.2 Learning Goal 2: Learn how the two way communication in an online advertising can be and an advantage and disadvantage for a campaign

Strategies and Resources:

1. Be part of the online blogging process that Shifted Pixels uses to start a conversation with influential parties on the internet
2. List the advantages and disadvantages


I did not participate in any two way communication with a target audience but did prepare letters to be sent out to bloggers for the Metamucil campaign. Through this task I gained an understanding of the power shift from companies and their target audiences. Target audiences are now more likely to listen to word of mouth messages as they are constantly being bombarded by advertising and often chose to ignore it. Consumers are now able to say what ever they want about a brand online and have the power to amplify their voice with the internet. This online simulation of word of mouth can be used by companies to send out a good message about their branding and if they can influence online bloggers with a high number of followers a good message about a brand will be sent out to an audience that is ready to listen.

Advantages:
• A letter and a Fibresure pack will be sent to thirty online bloggers, who each have over 100 followers. If all the bloggers choose to write about Fibresure that will communicate the product benefits to a concentrated target audience of three thousand people. This message could easily be passed on by the bloggers followers if they feel the information is valuable
• Bloggers are provided with all the information making it easy for the to blog about the product
• Low cost – it will only cost as much as the Fibresure packs cost to send out
• Shifted Pixels can keep track of where the internet traffic has come from providing the client with accountability

Disadvantages:
• The Blogger can keep the pack and choose not to talk about the product
• They may just discuss the importance of Fibre but not Fibresure
• We can not control what the blogger writes – they could write something against Fibresure
• It is difficult to understand the kind of person the bloggers are as they are only known through their online profile