Internet Marketing Session 1 - Introduction

Transcription

1 Internet Marketing Session 1 - Introduction

2 whoami georg.singer ät ut.ee Project manager (EU research projects) and writing PhD at University of Tartu MBA, Danube Business School, DUK, Austria, Entrepreneurship MSc, University of Vienna, Theoretical Physics Research: Exploratory Search, Collaborative Search, Cloud computing Economics Teaching: Business Case Analysis, Internet marketing Commercial interests: Internet based projects (everything that scales over technology), Commodity trading systems, products that solve problems 2/21/ 2

3 Your opinion? Introduce yourself-10 What is your name? seconds per person Why have you chosen this course? What do you expect from this course? Do you have online marketing experience? Which one? Are you here in order to market a product of yours? Which one? 2/21/ 3

4 Definitions What is marketing? What is internet marketing? 2/21/ 4

5 Marketing and Internet Marketing Marketing is the process of performing various forms of market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. (Wikipedia) Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. (Wikipedia) Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing of products or services over the Internet. (Wikipedia) 5

6 Convention for this course Internet marketing Online marketing Digital marketing E-marketing Web marketing Are the same! 2/21/ 6

7 Today s Agenda Organizational stuff How has the internet transformed marketing? What is internet/multi-channel marketing? Introduction to digital marketing strategy Introduction to digital marketing communications Course Project 2/21/ 7

8 Structure of the course 15 sessions 1 or 2 sessions with entrepreneurs 1 project presentation session 8 case studies Want this to be rather a discussion than a monologue! 2/21/ 8

9 Grading Weighted average of Your final project (online marketing plan for a service or product) (40%) case study presentations, everybody should present, not only single ones (60%) 2/21/ 9

10 Readings and Resources Course Site for workshop presentations and general information (workshop dates etc) Readings David Chaffey ''Internet Marketing - Strategy, Implementation and Practice"", Fourth Edition, Pearson Education Ltd., Student resources for each chapter of the book here: dex.html David Meerman Scott ''The New Rules of Marketing and PR"", Second Edition, John Wiley & Sons, Inc., Tamar Weinberg ''The New Community Rules: Marketing on the Social Web"", O'Reilly, Michael Rappa, good resource about business models 2/21/ 10

11 Student Groups 6-8 case studies as homework (used in Harvard s and Kellogg s MBA courses) They are prepared and presented in groups Till next time please build 8 groups a 5 students Elect a group leader Group leader sends an to georg.singer [AT] ut.ee stating the group members till pm. 2/21/ 11

12 Your experience with IMarketing Go into 6-8 groups Group work 15 mins Find five products that you have purchased/sold over the internet State how you learned/got to know about the product? How did you find it? How did you market it? What advertising did you do? Each group briefly presents Product Website Got to know about product via.. DVD Lord of the Rings com Friend recommened via Facebook Obtained the product from that website because Amazon is a big online retailer 2/21/ 12 Etc.

13 What will we do this semester? 13

14 Q: How has the internet transformed marketing? 2/21/ 14

15 How did everything start? 15

16 More recent opportunities 16

17 1.1 Google

18 How powerful is Internet marketing - Examples 2/21/ 18

19 Blendtec Viral Campaign microsite Foundet by Tom Dickson Sells Blenders and mixers (400$+), to make juices, salsas, soupes 117 Mio views on Youtube as of 15 June 2010 (since 2006) Has blended an iphone, ipad, golf balls, a video camera and much more. Also a brand channel on youtube Why is it so successful? 19

20 Example Kryptonite-Lose control over user generated content Who has a Kryptonite lock? What is the problem here? 2/21/ 20

21 Introduction into digital marketing strategy Q: What is a strategy? 2/21/ 21

22 Definition: Strategy A strategy is concerned with the actions and resources needed to achieve specific long-term objectives. 2/21/ 22/39

23 Why is a digital strategy needed? To set clear goals for digital channels To align with business strategy (avoid ad-hoc approaches) Specify communications tools to drive visitors Integrate digital and traditional channels Manage customer lifecycle (e.g. through marketing) 23

24 Applications of digital marketing An advertising medium A direct-response medium A platform for sales transactions A lead-generation method A distribution channel A customer service mechanism A relationship-building medium 24

25 Internet marketing benefits 25

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27 Business and consumer business models Figure 1.7 Summary and examples of transaction alternatives between businesses, consumers and governmental organisations 27

28 The Growth of B2C E-commerce Figure 1.4, Page 25 SOURCES: emarketer, Inc., 2009a; U.S. Census Bureau, 2009b; authors estimates. Slide

29 The Growth of B2B E-commerce Figure 1.5, Page 28 SOURCES: U.S. Census Bureau, 2009a; authors estimates. Slide

30 Different forms of web presence 1. Transactional e-commerce site: Examples Amazon, Dell 2. Services-oriented/relationship building Accenture, British Gas 3. Brand Building site Tango, Guinness 4. Portal or media site Yahoo! Silicon.com, CNN 5. Social network or media site Facebook, MySpace, Xing, Linkedin Note that these types overlap 30

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32 Introduction to digital marketing communications 2/21/ 32

33 Key comm unicati ons conce pts 33

34 Six categories of e-communications Press release Distributors Twitter Social Networks Twitter Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008) 34

35 Explanation of channels 35

36 Communication models (a) traditional media (b) new media 36

37 Degree of individualisation (a)traditional media (same message), (b)new media (unique messages and more information exchange between customers 37

38 Channels requiring integration as part of integrated e- marketing strategy Figure

39 Mixed-mode buying in Internet marketing Figure 1.14 The role of mixed-mode buying in Internet marketing 39

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41 Course Project Write a marketing plan for a product or service of your choice One plan per group (8 plans written by 5 students each) Present the plan at the end of the semester A project of your choice (send ideas to me till 22.2) Choose a project from Garage48 More info by getting in touch with organizers on linkedin.com or Facebook. Uudised.ee (more info from Eero Elenurm) Online-buddy: Online Safety for Kids (more info from Georg Singer) Edicy.com (more info from Tonu Runnel) Send me and stating your group and your project title with short project summary (half a page) till 1 March. 2/21/ 41

42 Thank you! NB! Next week s lecture will NOT be cancelled despite national holiday on 24 Feb. 2/21/ 42