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Internet & Business Paradigm
Janghyuk Lee
Associate Professor of Marketing
Korea University, Business School
http://biz.ko...
Paradigm Shift by Fixed Internet


Unlike traditional media fixed Internet provides following advantages:







Two...
Duality of Business
Targeting
Criteria
Size

Value for Customer
Benefit
Functional
Symbolic
Experiential

-

Cost

Value o...
Duality of Business
Targeting
Criteria
Size

Value for Customer
Benefit
Functional
Symbolic
Experiential

-

Cost

Value o...
Why Internet?
Finding Key Attributes: Gas price & MPG

© 2014, All rights reserved. Janghyuk Lee

5
Why Internet?
Enhancing Symbolic Benefit

© 2014, All rights reserved. Janghyuk Lee

6
Why Internet?
Enhancing Experiential Benefit

© 2014, All rights reserved. Janghyuk Lee

7
Why Internet?
Enhancing Experiential Benefit

© 2014, All rights reserved. Janghyuk Lee

8
Why Internet?
Enhancing Experiential Benefit

© 2014, All rights reserved. Janghyuk Lee

9
Why Internet?
Enhancing Experiential Benefit

© 2014, All rights reserved. Janghyuk Lee

10
Gucci on the Internet
Experiential Benefit vs. Opportunity Cost

© 2014, All rights reserved. Janghyuk Lee

11
Duality of Business
Targeting
Criteria
Size

Value for Customer
Benefit
Functional
Symbolic
Experiential

-

Cost

Value o...
Capturing Eyeballs
YouTube

© 2014, All rights reserved. Janghyuk Lee

13
Capturing Eyeballs: On & Off-line Integration
Off-line Campaign + YouTube: Coca-Cola

© 2014, All rights reserved. Janghyu...
Capturing Eyeballs: On & Off-line Integration
New Beetle campaign: Facebook + Billboard


Description




Objective


...
Capturing Eyeballs: On & Off-line Integration
Social TV: Bluefin Labs

© 2014, All rights reserved. Janghyuk Lee

16
Customer Engagement
Georgia Japan: Weekly Mobile Magazine

© 2014, All rights reserved. Janghyuk Lee

17
Duality of Business
Targeting
Criteria
Size

Value for Customer
Benefit
Functional
Symbolic
Experiential

-

Cost

Value o...
Targeting: Interest Base
Keyword Advertising

© 2014, All rights reserved. Janghyuk Lee

19
Targeting: Interest Base
Search & Sales Share

© 2014, All rights reserved. Janghyuk Lee

20
Targeting: Location Base
AT&T Alerts (Mobile Coupon)

© 2014, All rights reserved. Janghyuk Lee

21
Targeting: Network Base
Facebook Advertising

© 2014, All rights reserved. Janghyuk Lee

22
Evolution of Purchase & Impact of Mobile Internet


Search & purchase


Before fixed Internet




After fixed Internet...
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How Internet Reshapes Business Paradigm

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Transcript of "How Internet Reshapes Business Paradigm"

  1. 1. Internet & Business Paradigm Janghyuk Lee Associate Professor of Marketing Korea University, Business School http://biz.korea.ac.kr/professor/janglee http://www.facebook.com/jangleeMKT
  2. 2. Paradigm Shift by Fixed Internet  Unlike traditional media fixed Internet provides following advantages:      Two-way communication Multiple contents (text, voice, video) User participation (e.g., community, forum) Easy transfer of information (e.g., post scrap) New ventures on the Internet  Replacement & innovation $ 137.41B $ 298.58B © 2014, All rights reserved. Janghyuk Lee 2
  3. 3. Duality of Business Targeting Criteria Size Value for Customer Benefit Functional Symbolic Experiential - Cost Value of Customer Revenue Price Opportunity Price Volume Retention rate © 2014, All rights reserved. Janghyuk Lee - Cost Acquisition Retention 3
  4. 4. Duality of Business Targeting Criteria Size Value for Customer Benefit Functional Symbolic Experiential - Cost Value of Customer Revenue Price Opportunity Price Volume Retention rate © 2014, All rights reserved. Janghyuk Lee - Cost Acquisition Retention 4
  5. 5. Why Internet? Finding Key Attributes: Gas price & MPG © 2014, All rights reserved. Janghyuk Lee 5
  6. 6. Why Internet? Enhancing Symbolic Benefit © 2014, All rights reserved. Janghyuk Lee 6
  7. 7. Why Internet? Enhancing Experiential Benefit © 2014, All rights reserved. Janghyuk Lee 7
  8. 8. Why Internet? Enhancing Experiential Benefit © 2014, All rights reserved. Janghyuk Lee 8
  9. 9. Why Internet? Enhancing Experiential Benefit © 2014, All rights reserved. Janghyuk Lee 9
  10. 10. Why Internet? Enhancing Experiential Benefit © 2014, All rights reserved. Janghyuk Lee 10
  11. 11. Gucci on the Internet Experiential Benefit vs. Opportunity Cost © 2014, All rights reserved. Janghyuk Lee 11
  12. 12. Duality of Business Targeting Criteria Size Value for Customer Benefit Functional Symbolic Experiential - Cost Value of Customer Revenue Price Opportunity Price Volume Retention rate © 2014, All rights reserved. Janghyuk Lee - Cost Acquisition Retention 12
  13. 13. Capturing Eyeballs YouTube © 2014, All rights reserved. Janghyuk Lee 13
  14. 14. Capturing Eyeballs: On & Off-line Integration Off-line Campaign + YouTube: Coca-Cola © 2014, All rights reserved. Janghyuk Lee 14
  15. 15. Capturing Eyeballs: On & Off-line Integration New Beetle campaign: Facebook + Billboard  Description   Objective   If people click ‘Like’ and upload their photos on VW Facebook page, then photos are displayed on the Billboard in Time Square with the big picture of the all-new Beetle VW launched their all-new Beetle, but, new car is far different from the original one. They needed a marketing strategy to stimulate interest in the new vehicle Results     Over 26,700 people “Liked” Volkswagen USA on Facebook Over 1,000 postings on Facebook a day Over 3,000 Postings on blogs through viral marketing Created a good relationship with their customers © 2014, All rights reserved. Janghyuk Lee 15
  16. 16. Capturing Eyeballs: On & Off-line Integration Social TV: Bluefin Labs © 2014, All rights reserved. Janghyuk Lee 16
  17. 17. Customer Engagement Georgia Japan: Weekly Mobile Magazine © 2014, All rights reserved. Janghyuk Lee 17
  18. 18. Duality of Business Targeting Criteria Size Value for Customer Benefit Functional Symbolic Experiential - Cost Value of Customer Revenue Price Opportunity Price Volume Retention rate © 2014, All rights reserved. Janghyuk Lee - Cost Acquisition Retention 18
  19. 19. Targeting: Interest Base Keyword Advertising © 2014, All rights reserved. Janghyuk Lee 19
  20. 20. Targeting: Interest Base Search & Sales Share © 2014, All rights reserved. Janghyuk Lee 20
  21. 21. Targeting: Location Base AT&T Alerts (Mobile Coupon) © 2014, All rights reserved. Janghyuk Lee 21
  22. 22. Targeting: Network Base Facebook Advertising © 2014, All rights reserved. Janghyuk Lee 22
  23. 23. Evolution of Purchase & Impact of Mobile Internet  Search & purchase  Before fixed Internet   After fixed Internet    Search: on-line → Purchase: off-line Search: on-line → Purchase: on-line After mobile Internet   Search: off-line → Purchase: off-line Search: off-line → Purchase: on-line Mobile Internet vs. Fixed Internet    Instantaneous Context specific Ubiquitous (source: Google Think) © 2014, All rights reserved. Janghyuk Lee 23
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