1. Emerging Marketing Trends By Kevin Wowk & Mark Bignell

2. Overview Marketing Trends and YouTube Customer Branding and YouTube Customer Branding and Consumer Behavior Customer Branding and Marketing Celebrity Endorsing on the Internet Consistent Celebrity Characteristics of the Target Market The Internet, Celebrities and Endorsements

3. Marketing Trends and Shift in mainstream media, from television and radio to the Internet 41% of Canadian Internet users watch and 33% download some type of online media in a given month The future in advertising is through online media sources such as YouTube, Face Book and My Space. Marketers must develop creative and innovative marketing strategies

4. Customer Branding and YouTube Customer Branding: Using video-sharing sites such as YouTube to allow consumers to develop their own video ads for certain products in a contest format An Example is the Doritos Super Bowl Commercial in 2007 Contest had over a 1,000 amateur video entries, and the winning video was seen by nearly 90 Million viewers Winning Video YouTube - Dorritos Spicy Cheesey Crunchy bold smooth live the flavor YouTube - Dorritos Spicy Cheesey Crunchy bold smooth live the flavor Losing Video http://www.youtube.com/watch?v=3P1UqII3QYM

5. Customer Branding and Consumer Behavior Customer is able to relay back to the company their views on the attributes, benefits and value of the Doritos Brand Involves the customer into the advertising process Increases Brand Equity, Customer attachment (For participants and viewers) Positive feelings associated with Doritos Viewers are able to experience customer views about the Doritos brand (More Factual and Believable)

6. Customer Branding and Marketing Marketers are able to see what the customer lifestyle is, and what the product means to them (Brand Loyalty) More cost effective, winner won $10,000 (Average of $50 per participant) Doritos was able to market to their demographic, 14-35 year old males

7. Internet and Celebrity Endorsements With the shift in advertising from television to the internet, companies have begun to introduce their spokesmen before they attempt to sell their product http://www.gatorade.com/

8. The Internet, Celebrities and Endorsements Lifestyle Attitude Personality http://www.youtube.com/watch?v=aXSQy2ATQxk Tiger Woods, Buick 2005

9. Questions?