Digital marketing in the Digital Age

Recognising that digital marketing (sometimes called "buzz," "word-of-mouth" or "viral" marketing) was popular with young people, KFC, a US based fast food restaurant chain, used a high-pitched tone as a promotional "buzz" device for an interactive advertising campaign. The "MosquitoTone" was embedded in TV commercials to launch KFC's "Boneless Variety Bucket." In a TV commercial, the secret sounds were designed to attract the attention of young viewers and direct them to a website, where they c...

BPIR Categories

4.1.5 Develop & implement e-commerce strategy
4.1.1 Identify market segments & target customers