Marketing In The Digital Age

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Marketing In The Digital Age

  1. 1. MARKETING IN THE DIGITAL AGE<br />UIB<br />
  2. 2. Office Depot Case<br />Office Depot is the 3rd largest e-retailers in the world<br />It sells office supplies to almost 20 countries, 80.000 companies<br />It uses the click n mortar strategy<br />The success key :<br />Combination of online and in store selling <br />Contract customers<br />Value added and service to SOHO<br />Online partnership<br />“there’s value if you can build a sense of community among customers and yourself. You’re doing more than just being a provider of supplies. You’re being a friend....and people buy from their friends!”<br />
  3. 3. The major forces<br />There are 4 major forces that shaping the digital age :<br />Digitalization & Connectivity<br />Internet explosion<br />New types of intermediaries<br />Customization and customerization<br />
  4. 4. Strategy in the digital age<br />The internet has revolutionize the way we think about customers, suppliers, processes and how to make money in the 21st century<br />Internet has changed the customers notions of :<br />Convenience<br />Speed<br />Price<br />Product information<br />Service<br />Marketing is the leading role of the new strategy!<br />
  5. 5. Strategy in the digital age<br />E-business : the use of intranet, extranet and internet to conduct a company’s business<br />E- commerce : buying and selling process by electronic means<br />E-marketing : efforts from company to communicate about, promote and sell products and services by electronic means<br />
  6. 6. Benefits<br />For buyers :<br />Convenient<br />Comparative shopping<br />Easy and private buying<br />Greater product access and selection<br />Wealth of information<br />Interactive and immediate<br />For sellers :<br />Powerful tool for CS building<br />Reduce costs<br />Increase speed and efficiency<br />Flexibility<br />Global medium<br />
  7. 7. E-marketing domains<br />B2C (business to consumer) e-commerce : the online selling of goods and services to final consumers. Ex: bhinneka.com, glodokshop.com<br />B2B (business to business) includes trading networks, auction, spot exchange,barter and other resources to reach new customer, serve existing customer even better and obtain buying efficiencies and better prices.<br />C2C (consumer to consumer) is an online trading between final consumers. Ex: ebay.com, forums such as kaskus.us, Indomp3z.us.<br />C2C is the best word-of-mouth advertising on the net<br />C2B (cosumer to business) <br />
  8. 8. Conducting e-commerce<br />First let’s take a look the types of e-marketers :<br />Seller brick n mortar store channelsconsumers<br />seller e-commerce channel consumers<br />Seller  both channels/click n mortar  consumers<br />
  9. 9. E-commerce revenue<br />Products and services sales income<br />Advertising income<br />Sponsorship income<br />Alliance income<br />Subscription & membership<br />Profile income<br />Commisions and fees<br />Market research and information fees<br />Refferal income<br />
  10. 10. Setting up an e-commerce presence<br />4 things you have to do :<br />Create a web site<br />Corporate<br />Marketing web sites<br />The 7 Cs of effective web design :<br /><ul><li>Context
  11. 11. Content
  12. 12. Community
  13. 13. Customization
  14. 14. Communication
  15. 15. Connection
  16. 16. Commerce</li></li></ul><li>Setting up an e-commerce presence<br />Placing ads and promotions online<br />Banners<br />Tickers<br />Skyscrapers<br />Rectangles<br />Interstitials (pop-ups)<br />Context sponsorship<br />Microsites (twitter.com)<br />Viral marketing(del.i.cio.us.com)<br />Creating or participating in web communities (Facebook, Myspace)<br />Using e-mail<br />
  17. 17. The future of e-commerce<br />The future is bright because internet has grown into a powerful tool for business to conduct more and more effective and efficient actions<br />The darker side of e-commerce :<br />Profitability<br />Online privacy and security<br />Internet fraud<br />Sementation and discrimination<br />Access by vulnerable and unauthorized groups <br />

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