Marketing In The Digital Age
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Marketing In The Digital Age Presentation Transcript

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