Me2camp Marketing Flyingmate

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Me2camp Marketing Flyingmate

  1. 1. Me2Camp Marketing for Web Market me2day.net/quezina flyingmate.net
  2. 2. STP for Traditional Products <ul><li>Segmentation </li></ul><ul><ul><li>Statistic Research, Geographic, Demographic </li></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>Consumer Profiling, SWOT, Pick one or two </li></ul></ul><ul><li>Positioning </li></ul><ul><ul><li>Positioning Map, Concept, Brand </li></ul></ul><ul><li>Complicated! </li></ul><ul><li>but there are many Cases and Solutions </li></ul>
  3. 3. STP for Web Services <ul><li>Segmentation </li></ul><ul><ul><li>for Business | not for Business </li></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>as MANY as possible </li></ul></ul><ul><li>Positioning </li></ul><ul><ul><li>Design < Tech < Needs < Wants </li></ul></ul><ul><li>Simple but more Difficult. </li></ul><ul><li>Every Case is a Uniq Case. </li></ul>
  4. 4. 4P for Traditional Products <ul><li>Product </li></ul><ul><ul><li>R&D, Conversions, Brand, Design, Niche </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>Cost+, Skimming, Penetration, P/Q Relationship </li></ul></ul><ul><li>Place </li></ul><ul><ul><li>SCM, TV/Online Mall, Direct/Personal Selling </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Early Adoptors, TV AD, PR, Sample, Rebate </li></ul></ul><ul><li>Everything is Important </li></ul>
  5. 5. 4P for Web Services <ul><li>Product </li></ul><ul><ul><li>Interface </li></ul></ul><ul><ul><li>User Network </li></ul></ul><ul><ul><li>(not only SNS but also Anything that has 'add as friend' feature) </li></ul></ul><ul><ul><li>Contents (Generate directly or Just provide Platform) </li></ul></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>Stability </li></ul></ul><ul><ul><li>R&D is LESS Important than Insight into Market and User </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>Enterprise - Subscription </li></ul></ul><ul><ul><li>Shopping - Charge or Affiliate Fee </li></ul></ul><ul><ul><li>Digital Contents - Music, Video, Skin, Font, Game, Avatar </li></ul></ul><ul><ul><li>Others - for Free, Advertisement or Selling Company </li></ul></ul>
  6. 6. 4P for Web Services <ul><li>Place </li></ul><ul><ul><li>Traffic (Page View) </li></ul></ul><ul><ul><li>Inner Section </li></ul></ul><ul><ul><li>Affiliate (Amazon, Commission Junction, iLikeClick) </li></ul></ul><ul><ul><li>From OutLink (Search Engine) </li></ul></ul><ul><ul><li>User Network </li></ul></ul><ul><ul><li>Cross Platform, Cross Browser </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Signup Event </li></ul></ul><ul><ul><li>Advertisement (TV < Banner or Adsense) </li></ul></ul><ul><ul><li>User Network </li></ul></ul><ul><ul><li>Press PR </li></ul></ul><ul><ul><li>Blog </li></ul></ul>
  7. 7. 4P for Web Services <ul><li>User Network ≒ Product </li></ul><ul><li>User Network ≒ Place </li></ul><ul><li>User Network ≒ Promotion </li></ul><ul><li>Price? FREE for passable product </li></ul><ul><li>Traffic is Authority </li></ul><ul><li>Traffic is Money </li></ul><ul><ul><li>Assemble the Money </li></ul></ul><ul><ul><li>through Digital Contents/Shopping/Advertisement </li></ul></ul><ul><ul><li>from Traffic ≒ User Network </li></ul></ul>
  8. 8. The level of Product Involvement <ul><li>- about Common Products </li></ul><ul><li>Car = Hign Involvement </li></ul><ul><li>Gum = Low Involvement </li></ul><ul><li>- about Web = ? </li></ul><ul><li>Starting at 'Zero' Involvement. </li></ul><ul><li>-> Increasing someone's Networks/Contents </li></ul><ul><li>-> Increasing someone's Involvement in the service. </li></ul><ul><li>e.g.) </li></ul><ul><li>When I signed up for Facebook = Low Involvement </li></ul><ul><li>When I had 100 friends and 1000 photos = High Involvement </li></ul><ul><li>* 'Easy Entrance Hard Exit' is a Good Strategy </li></ul>
  9. 9. How big is the Market on the Web? <ul><li>Search Advertising Market </li></ul><ul><li>$8.6B in US 2007 </li></ul><ul><li>almost $1B in Korea 2008 </li></ul><ul><li>but it's only for N in Korea, G in US </li></ul><ul><li>Web is already Red Ocean for us? </li></ul><ul><li>Golden Age is Over? </li></ul>
  10. 10. I think, not yet <ul><li>There are a lot of HUGE Markets on OFFLINE, </li></ul><ul><ul><li>Not yet but soon on ONLINE </li></ul></ul><ul><li>Lending, Real Estates, Finance, </li></ul><ul><li>Entertainment (P2P will be cleaner), </li></ul><ul><li>Reservation (Hotel, Flight, Restaurant.. $50B/y?), </li></ul><ul><li>Media/Publishing/TV/Radio (IPTV is Just Beginning) </li></ul><ul><li>can be ON at anywhere..(your Device or Living Room) </li></ul><ul><li>These are beginning to move to Online Business. </li></ul><ul><li>Markets are being Mixed, Opportunities are there. </li></ul>
  11. 11. Marketing for Traditional Products <ul><li>Considering Various Pricing Strategy ... </li></ul><ul><li>Managing Supply Chain ... </li></ul><ul><li>Calculating Payback Period ... </li></ul><ul><li>Branding, Positioning, Designing, Advertising ... </li></ul><ul><li>It was necessary because of Cost and Risk. </li></ul><ul><li>High Cost / High Risk business needs </li></ul><ul><li>Complicated Strategies and Plans. </li></ul>
  12. 12. Marketing for Web Services <ul><li>Just Starting One or Two Person Company or Team. </li></ul><ul><li>(less than 5 for low risk) </li></ul><ul><li>If you failed? Try again. Targeting Mistake? Try again. </li></ul><ul><li>Need Consumer Reports? Trace Logs and Survey Admin Pages </li></ul><ul><li>Pricing Strategy? </li></ul><ul><li>for FREE with AD/Affiliate/SellingDigitalContents. </li></ul><ul><li>(Unless you make 'Office' or 'Editor' or 'ERP') </li></ul><ul><li>Place, Promotion? 'add as friend', 'invite friends' and 'Techcrunch' </li></ul><ul><li>The most important thing is.. </li></ul><ul><li>Making Uniq and Global Product (Every Month) </li></ul>
  13. 13. Marketing for Web Services <ul><li>FGI(Focus Group Interview) < UT(Usability Test) </li></ul><ul><li>Cognitive Psychology(Interface) </li></ul><ul><li>instead of Behavioristic P sychology(Promotion) </li></ul><ul><li>PLC will be shorter than before, </li></ul><ul><li>at the same time Growing is Faster than before. </li></ul><ul><li>Long Run is more difficult than Fast Growing. </li></ul><ul><li>Growing is Better (I think). </li></ul>
  14. 14. Conclusion <ul><li>Traditional Marketing doesn't fit for Web Service. </li></ul><ul><li>Less Strategies More Attempts. </li></ul><ul><li>That's cheaper and less risky. </li></ul><ul><li>User Network is as important as Product Quality. </li></ul><ul><li>That makes User's Satisfaction/Involvement higher, </li></ul><ul><li>and causes Place/Promotion effects in automatically. </li></ul><ul><li>Web Market is NOT over. </li></ul>

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