A background to digital marketing for small businesses 2012


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This presentation is an extract from my website on Digital Marketing for small businesses. It contains a background to Digital Marketing and explains how and why digital marketing involves in the early 2000s.

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  • I have been giving this presentation for 3 years now. I laugh when i look at the original version “effective websites for small businesses”Such is the rapid changeCome complete circle on some issuesOnly an Introduction – not a how to!Small Businesses perspective onlyRe engineered it in the light of past comments and made it an overview only. Taken out a lot of detail to get within 1.5 hoursAbout apprcistion “know what you dont know” rather than “how to” education.
  • Change between web 1.0 and web 2.0 which has been the key defining change in marketing terms
  • Joint Academic NetworkKey technology was the Internet Protocol (IP) as it allowed address less computingThe web that was
  • The marketers response to the emergence of web 1.0 by building websites!Sort of an extension to traditional marketing but with electronic brochures!Bit of push marketing (emails) and some ecommerce
  • A background to digital marketing for small businesses 2012

    1. 1. Background to Digital Marketing for Small Businesses 2012 “Its Marketing Scotty, but not as we know it” Richard Masters1 18/10/2012
    2. 2. What is Digital Marketing?Digital Marketing is not some new orthodoxy, it is simplya whole range of new marketing tactics that are nowavailable which have, largely, been enabled by thedevelopment of the Internet
    3. 3. Digital Marketing? The FT definition is “The marketing of products or services using digital channels to reach consumers” There are all sorts of more prescriptive definitions, but I like this one because it is simple and inclusive. DM provides for Small Businesses a whole range of potential new and powerful Marketing Tactics which are affordable! The key driver is technology, and in particular the spectacular rise in The Internet. However, other technologies such as Mobile and Digital TV are also important. DM is where Business. Marketing and The Internet intersect. The next diagram tries to illustrate this positioning.
    4. 4. Digital Marketing
    5. 5.  So broadly Digital Marketing occupies the space where Business, Marketing and the Internet overlap. The next slide, and the subsequent table, develop the idea a little further by looking at some of the other overlapping areas in the Venn diagram to better position DM. The characteristics of the other numbered areas in the diagram, are described in the subsequent table
    6. 6. The Overlapping Areas
    7. 7. No Name Characteristics1 Digital Marketing I,M,B Use of Internet based marketing tactics for business.2 Traditional Marketing M,B Tactics such as: Brochures, Mail shots, TV and Print advertising3 Non Business M,I Government, Education , Charity Internet etc. Internet based Marketing4 Non Marketing B,I Enterprise Applications, Cloud and Business uses Productivity Apps etc.5 Non Business M Traditional marketing for non- Marketing business organisations6 Business Activities B Core business activities that have nothing to do with marketing or Internet7 Internet I Personal uses such as Gaming, Music, photo’s, email. Non profit uses
    8. 8. The Internet: The key driverThis rapid expansion in the tactics available to smallbusinesses for marketing, has been facilitated by thegrowth and development of the internet. Such has beenthe impact it is fair to describe it as a paradigm shift.
    9. 9. The Impact of the internet The impact of the Internet on Marketing has not been a one off event. It has evolved over the past 30 years It is useful to distinguish between two distinct phases:  Web 1.0: The Web pre 2000  Web 2.0: The current Web These are each described in turn below:
    10. 10. Web 1.0The web before 2000
    11. 11. Web 1.0 Back in 1992 view of Web largely derived from academia It was seen as a “Vast interconnected set of reference libraries” where all the worlds knowledge could be stored for access by anyone. First search engine emerged in 1993: AltaVista Rudimentary browsers emerged in1994: Netscape launched Interaction was characterised as one way. The user was largely passive.
    12. 12. Marketers Built Websites! 1995-2005 was the era of website building Boy, did we build websites. Rivalled the growth of railways in the 18th Century! Web design companies grew like topsy! Some accompanying developments in “Outbound” or “Push” Marketing such as electronic newsletters & email marketing. Often called the “field of dreams” era!
    13. 13. “Field of Dreams” Marketing “Build it and they will come” approach to websites predominated Often compared to erecting a billboard in a basement Marketers built millions and millions of websites Problem was nobody came and even fewer stayed!
    14. 14. Why the Underachievement? Traditional “4P’s” product marketers saw Websites just as new “Electronic Brochures” full of product “puff”. Expensive investment in design elements Often supplemented with email direct marketing. Nothing to encourage customers to visit, stay or return. Few visitors + little engagement = limited Business Websites were consistently not achieving business expectations Enter, stage left: Web 2.0!!
    15. 15. WEB 2.0The web post 2005
    16. 16. The genesis of Web 2.0 Towards the end of the millennium a new view of the web emerged from users  We now call this Web 2.0 Web 2.0 is based on interaction:  two way interaction, multiple conversations Users wanted to participate  emergence of sites such as: Google developed a commercial business model, based on search, that worked.  Business could now better exploit the web!
    17. 17. Web 2.0: Some Definitions “Well, simply put, Web 2.0 is an Internet jargon term used to describe the newer generation of websites that are about "User-generated" content. By this I mean Web 2.0 websites allow users to collaborate and share information, opinions, comments, ideas, links, ratings, bookmarks, reviews, pictures, videos, and more.” Allan Todd “Web 2.0 is the term given to describe a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online” Webopedia
    18. 18. Web 2.0 : The how It is wrong to see Web2.0 as driven by the underlying technology. The Internet itself did not change. Three factors came together:1. Software tools: new tools were developed that allowed the building of new types of sites2. User aspirations: There was mounting pressure from users for new types of systems that let then participate and interact and not be purely passive.3. Entrepreneurs: A new generation of highly talented people emerged, who could see the potential of the Internet and who built brilliant companies and products to exploit it.
    19. 19. Created a major paradigm shift “Web 1.0 was where corporations thought the internet was another dandy platform for telling us what they wanted us to know. Web 2.0 was where we showed them that the internet is about us, not them, and that if they want to stay around, theyd better sit back, shut up, and listen. Web 2.0, like Rock and Roll, is here to stay”. Ray Beckerman “This Is Not Your Father’s Marketing” .. “And that’s the difference between traditional marketing and social media marketing. In traditional marketing, you throw out a message where it will be seen by millions of people who couldn’t care less.”... “In social media marketing, you find the people who are already talking about your message and join the conversation. It’s really that simple and that complicated.” liana li Evans
    20. 20. Impact on Marketing The basic principles of marketing did not change. What changed, fundamentally, was the way we went about doing it!... A whole new discipline emerged: In bound marketing. The role of websites changed from Billboards to portals and nodes of two way interaction. The whole process became customer centric and no longer product centric. The creation of great content to attract and engage customers came to the forefront The rise of online publishing, social media & multi media
    21. 21. Next steps This presentation has presented a brief background to the revolution that is digital marketing. The subsequent sections look at the manifestations of this revolution of relevance to small businesses This starts with a re-iteration of the basic principles of marketing and then an exploration Digital Marketing and Social Networking and their applications Finally, further technology impacts on small businesses ,such as cloud computing and mobile, are covered in outline.
    22. 22. Further Information/Contact  Email: richard@rjmasters.co.uk  Website: www.rjmasters.co.uk  LinkedIn: http://lnkd.in/vTp8Kw  G+ :http://www.google.com/profiles/richardmasters.richar d  Facebook: https://www.facebook.com/richardmastersj  Twitter: www.twitter.com/mastersassoc22 18/10/2012