(S)mar(t)keting se01 ep02


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Segmentation, product and community

Web marketing and social media marketing: theories, strategies and a tool-kit

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(S)mar(t)keting se01 ep02

  1. 1. Segmentation, product and community Web marketing and social media marketing: theories, strategies and a tool-kit Rimini 07/10/2013 (S)mar(T)keting Se01 Ep02
  2. 2. World Bank: Tourism 4 growth Scource: http://www.youtube.com/watch?v=O-DTSwS4vDQ
  3. 3. Part I Segmentation, product and community METHOD ● Framework analysis ● Keywords ● Collective storytelling
  4. 4. State of the art Tourism in Italy (in Italian) Source: http://www.youtube.com/watch?v=ZX3Q0dh1kOQ
  5. 5. Egyptian Minister of Tourism Source: http://www.youtube.com/watch?v=a78qYXMJNHM
  6. 6. Marketing becoming smart source: http://www.britannica.com/EBchecked/topic/365730/marketing
  7. 7. Marketing process ● strategic marketing analysis, ● marketing-mix planning, ● marketing implementation, ● marketing control. Source: http://www.britannica.com/EBchecked/topic/365730/marketing#toc27203
  8. 8. Brand Source:http://www.youtube.com/watch?v=JKIAOZZritk
  9. 9. Niches or bubbles? Niche (cfr. Britannica): Segments can be divided into even smaller groups, called subsegments or niches. A niche is defined as a small target group that has special requirements. Bubbles (cfr. Eli Pariser): “Increasingly on the Internet, websites are personalizing themselves to suit our interests. We all see this happening at Amazon, where if you order a book, Amazon will send you the next book. We see it happening in Netflix, but it’s also happening in a bunch of places where it’s much less visible.” (source: http://www.theatlantic.com/daily-dish/archive/2010/10/the-filter-bubble/181427/)
  10. 10. Aamby Valley City-Brand Building via Social Media Source: http://www.youtube.com/watch?v=tQmajI5v19c
  11. 11. Target or community engagement? http://www.contexttravel.com/city/edinburgh/walking-tour-details/history-of-medicine
  12. 12. Marketing to individuals? A growing number of companies are now trying to serve “segments of one.” They attempt to adapt their offer and communication to each individual customer. This is understandable, for instance, with large industrial companies that have only a few major customers. For example, The Boeing Company (United States) designs its 747 planes differently for each major customer, such as United Airlines, Inc., or American Airlines, Inc. Serving individual customers is increasingly possible with the advent of database marketing, through which individual customer characteristics and purchase histories are retained in company information systems. Even mass-marketing companies, particularly large retailers and catalog houses, compile comprehensive data on individual customers and are able to customize their offerings and communications. source:http://www.britannica.com/EBchecked/topic/365730/marketing/27206/Market- niches
  13. 13. Task 1 ● List the appropriate keywords ● Formulate your tweet ● Find your community on Twitter and send them a tweet to engage them in the discussion
  14. 14. #Keywords Marketing Mix: #Product #Place #Price #Promotion #Segmentation → #Community #Message → #Comments Source:http://www.youtube.com/watch?v=sR-qL7QdVZQ
  15. 15. SWOT SWOT analysis is a tool for auditing an organization and its environment. SWOT analysis is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal SWOT factors. Opportunities and threats are external SWOT factors. A strength is a positive internal factor. A weakness is a negative internal factor. An opportunity is a positive external factor. A threat is a negative external factor.
  16. 16. Benefits Source: http://www.youtube.com/watch?v=NyVI2tiRBeE
  17. 17. Risk or price? Source: http://www.youtube.com/watch?v=F4H5AosDk8s
  18. 18. Template Souce: http://www.marketingteacher.com/swot/swot-analysis.html
  19. 19. Feeling welcome! Source: http://www.youtube.com/watch?v=m9AKV6ppeh4
  20. 20. Free Hugs! Source: http://www.youtube.com/watch?v=hN8CKwdosjE
  21. 21. Part II Web marketing and social media marketing: theories, strategies and a tool-kit METHOD ● Framework analysis ● Keywords ● Collective storytelling
  22. 22. Task 2: social media strategy
  23. 23. Roadmap social media strategy Your strategy will depend on: 1) Your goals – SEO, PR, traffic ( to drive awareness? advertising click-thus? conversions?) 2) Your audience – where does your target demo hang out? 3) Your resources – you, you plus an intern, internal team, agency? Source: http://lornali.com/6-steps-for-creating-a-social-media-marketing-roadmap-plan/
  24. 24. Data http://data.worldbank.org/indicator/ST.INT.ARVL
  25. 25. content and data
  26. 26. User generated content
  27. 27. Two blogs (in ITA) Link: http://www.robertamilano.com/web_marketing_turistico/ Link: http://www.bookingblog.com/
  28. 28. Useful tools Klout: the standard of influence Google Analytics
  29. 29. Valentina Bazzarin Dep. Political and Social Sciences Temporary researcher Valentina.bazzarin@unibo.it @vbazzarin www.unibo.it