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Session 1 2012, CMIS542
 

Session 1 2012, CMIS542

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  • My intentions to give you all the tools you need to be an empowered ecommerce marketing director\nThe customer is different today than ever before\nMake them happy or they’ll tell their friends you will see examples how companies forgot this rule and what happened \nNew world where the customer has control by the click of a button we need to examine our sacred cows\n
  • About ice.com\n
  • Notes:\n
  • Notes:\n\nYou’ll find the “official” and fully detailed version of the course requirements in the Course Outline provided to you at the beginning of the course.\nIf anything is even vaguely unclear, please see your instructor immediately!\n
  • Notes:\n\nThe final is done over the Internet so you do not need to plan on being at the course location that evening.\nYou cannot use the Internet as a reference for the final exam but you can use class materials. See Course Requirements for a discuss of the serious nature of “repurposing” information for course assignments and the final.\n
  • Notes:\n\nYour assignment must be submitted electronically before the beginning of the session for Assignment One presentations.\nYou’ll lose marks if you use more then ten pages for your written report.\nYou can use as many slides as you want in the presentation.\nPast experience suggests that you’ll want to do a separate assignment document and class presentation PowerPoint.\n
  • Caveman, age of merchants, age of knowledge, today\nBiological customer body\nThe qualities the consumer has received over time to make up the sic graphic and emotional being we are today\n
  • The nomadic people lived day by day and there was no real value or structure they exchanged goods based on the different objects they had the hunting of larger animals (mastodons) they all needed team work and cooperation \n
  • They learnt the basal instincts of team work, conversation and barter to work together and achieve their goals for immediate, individual needs \n
  • The age of merchants examples include Rome, greece. The dawn of the marketplace \nHuge spectacles of entertainment \nThe romans minted the coins by creating \nTop down view gave the consumer the belief that good were valued fairly \nFormation of a social structure system – Patriarch \nThe government and people in power were the trusted authority on everything if you like it or not \n
  • In the age of merchants, competition developed in the marketplace. The demand for produce from marketplaces meant innovation was needed for farmers to cope. Merchants became successful dependent on their means for innovation \n\nThe rich were educated not the poor\nseminal culture which provided the foundation of Western Civilization. \nFormation of a social structure system – Patriarch \nAffected commerce \nAncient Greece\nEarly markets where everyone recognized the value of what they were getting \nIn the past, goods were to be exchanged in the goods of another without considering of its money value. To organize production and to distribute goods and services among their populations, many pre-capitalist or pre-market economies relied on tradition, top-down command, or community democracy instead of market exchange organized using barter.\n\nFree markets created money evolved and made possible to trade the double codence of wants that made it difficult to barter the wants did not match the needs I need to find someone who wants my pickles but I need chickens. The more marketable thing became money like wheat when wheat became the more expectable thing to change. In concentration camp cigarettes became the money but internationally gold and silver were most excepted \n\nMedium of exchange gold became that it has certain properties for it to last durable unlike milk that get spoiled every ounce of gold ever existed is still around today , you also want it to be portable precious for the volume it also needs to be divisible \nEconomic stability \nEnrich the world is done with trade, the larger the trade is done the more enriched the world becomes transporting goods was the biggest problem safety of transportation even \n
  • The age of knowledge –\n\nThis changed the playing field it went from rich learning to poor being able to buy books and get educated \n
  • Printing press\nThis changed the playing field it went from rich learning to poor being able to buy books and get educated.\nBusinesses had access to tools for mass distribution and knowledge dissemination \n
  • This changed the playing field it went from rich learning to poor being able to buy books and get educated \n
  • Freedom in America is different then other freedom (arbeit macht frei) \nForbid theft and murder secure in your possessions the right of life liberty and pursuit of happiness (property) man if born has all the rights to do with his property and body to do what he wants governments are created to protect that right (he may do what he pleases no one has the right to interfere with him he may pursue any commerce this triggered economic expansion unprecedented in the history of the world they knew that they needed honest money, 1913 the federal reserve no body can print money (this created value in the paper that the gold) \nTrust the government that they will make sure not to screw with the people\nThe federal reserve created an environment where the banker did not have to worry about the bank run no transparency \n1933 Roosevelt decided to confiscate all the gold in America ca he made it illegal for anyone to own gold they were afraid that people would run on the banks \n Charles de gaule said we don’t trust your money give me gold Nixon closed the gold window \n
  • equality is key we were founded on this, American political activists have invoked the Tea Party as a symbol of rebellion against the establishment. For example, in the 2008 presidential race, a moneybomb fundraiser for candidate Ron Paul scheduled for the anniversary of December 16, 2007,[12] raised over $6.0 million.\n
  • \n
  • Flash mob pillow fight \nMarch 22, 2008 biggest pillow fight\n
  • \n
  • Industrial revolution \nWe needt your hands not your heads creativity is down and innovation is out the door. If it ain’t broke don’t fix it. \nMass consumption lead to mass demand. Factories were built with speed and efficiency in mind, with conveyor belts of workers producing the same object again and again - \n
  • Working during industrial revolution required no brain just manual labour and companies wanted to maxmise employee time, long hours, labour intensive work, repetitive actions, the worker was just a part in a bigger plan to flood the market as quickly as possible \n
  • That’s when according to moi the world changed forever governments were challenged in a peaceful way and the top down approach of because I said so changed the way the world is run. The founding fathers of the internet were born to that generation , which straddles the border between France and Switzerland, publicized the new World Wide Web project. The Web was invented by English scientist Tim Berners-Lee in 1989.\n
  • telephone\nTwo way conversation – the true meaning of dialogue \nWe can communicate without any boundaries\nInformation starts to flow \n
  • Jaffe death of the 30 second commercial Tivo, buy the commercial then buy the shelve space sell the cereal and buy the commercial again however with 132 channels that is not possible any more \n3 channels control the message (Procter and gamble, the death of the 30 second commercial)\nItunes\nNetflix box\nAmazon tv\nToday the consumer eats up the commercial and before long finds the flaw in it\n
  • \n
  • Tv is passive internet is active \n%40 fall sleep\n
  • In a Global Market research study conducted in 2006, we found that 52% of people surf the web and watch TV at the same time – that percentage increases to 60% when you look at the often sought after demo of 18-34 year olds. \n
  • \n
  • \n
  • If we look back on where we’ve come from, where are we now? \n
  • If we look back on where we’ve come from, where are we now? \n
  • If we look back on where we’ve come from, where are we now? \n
  • If we look back on where we’ve come from, where are we now? \n
  • If we look back on where we’ve come from, where are we now? \n
  • If we look back on where we’ve come from, where are we now? \n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • We came from mass production and mass consumption, today’s consumer recognizes that we deserve more\nImage of person with callouts as to who they are now\n1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human\n
  • Our eyes are open to the stories we are told every day – the noise marketers make around us, no longer holds our attention. We know there is more to life choices\nGet clip of this show\n
  • joke of the kid asking his parents where we come from mom says god dad says monkeys, mom thats his side of the family\nconsumer view vs company veiw\nThat the consumer is different and therefore needs to be treated differently pic of a monkey eating \nyou hear conversation all the time but we don't listen we are so focused on the outcome \nfinish the transaction conversion rate vs experience\nWe need to cultivate our customers\n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • Marketing words – what comes to mind when we say these words? \n\nWhy are we using them to talk about the consumer? \n
  • \n
  • Place this with the consumer\nTransparency is key for the web and the future of commerce \n
  • \n
  • Broke my suitecase\n
  • Create a slide that shows the employee boss and customer interaction change\nInvestor/ boss analogy \n
  • we have dual personalities for instance out driving ruthless person and then how we are with our kids at work and how we play. Customers are going to want the kind person to shine thorugh\n
  • \n
  • pic if the old office (walls between the CEO and the employees and ice.com new offices arrow pointing to shmuels deskexplain how he (conductor) does not give them a definite Q he wants them to work together look at each other and create a relationship 1 to 1\n
  • \n
  • we have our own best practices when people say the average conversion rate is... that pisses me off every business in not created equally \nyou may not ride a bike in a swimming pool (pic of bike in the pool) \nEmployees want changeno car can drive 60 mph without a driveron Sundays you may not have an ice cream in your pocket\n
  • joke of the kid asking his parents where we come from mom says god dad says monkeys, mom thats his side of the family\nBanana and ketchup bottle\nMakinf it plastic because his kid could not use the bottle \n
  • \n
  • The world is flat Thomas Freidman there is and even playing sorta off here is an amazing example\n
  • \n
  • \n
  • \n
  • \n
  • We’re in the age of the iConsumer. Where everyone has the right to has the right to knowledge and can get access to it at the click of a button. \n
  • Notes:\n
  • Notes:\n
  • Notes:\n\nForrester Research talks about “Sidelined Citizens” - those that cannot participate online because income and education limit their ability to connect and use the Internet.\n\nDo you market to Sidelined Citizens? If not, then you can safely assume that ALL of your audience is now online.\n
  • Notes:\n\nFurther evidence of “Sidelined Citizens” is seen when we compare the online population to the overall Canadian population (show at far right). Those over 54, with high school educations, and making less then $40,000 are noticeably underrepresented online.\n
  • \n
  • Notes:\n
  • Notes:\n\nConsider that DVDs/videos, CDs, reading books, and most video games are ad-free environments and it becomes even more clear that advertisers are having a harder time reaching consumers.\n
  • Notes:\n\nConsumers multi-task, surfing with the TV on in the background. One reason for the increase in this activity is the increase in use of wireless networks in homes (20% of homes now have wireless access).\n
  • Notes:\n\nThe “Visited a blog, web log, online journal” is probably under-reported as other research shows that many blog readers do not know they are on blogs and often don’t know what a blog is (even though they are reading one!).\n
  • \n
  • \n
  • Notes:\n\nAll Internet users visit corporate sites! Most companies are not taking the way people have integrated the Net into their lives seriously enough.\n
  • For Discussion:\n\nCanadian online sales have not kept pace with US online sales. Why is this?\n
  • Notes:\n\nMost companies ignore the fact that most considered purchase decisions start online.\nFor example, Ford Canada as determined that 77% of those who buy from Ford dealers visit the ford.ca web site before entering the showroom.\nConsidered purchases now need “web first” marketing strategies - the goal is to drive desire and interest so the web site can inform and persuade the consumer and move her to action.\n
  • Gen X %80 best buying demo\nGen Y %70 buying\n\n
  • \n
  • \n
  • growing at %15 a year\n\n
  • spending an average of 30 hours online per person*\n\n
  • \n
  • \n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • Tv\nRADIo\nPrint\nTelephone\nDirect marketing\nCatalogs\nbarter\n
  • \n

Session 1 2012, CMIS542 Session 1 2012, CMIS542 Presentation Transcript

  • What is in it for 1
  • What is in it for YOU 1
  • 2
  • # 1 In traffic in the online jewelry category Unique visitors  1.3 Million No. of registered customers  1.6 Million AcquiredDiamond.com in 2006 2
  • AgendaIntroduction To Course Introductions Course Overview Making The Most Of This CourseIntroduction To Online Marketing HistoryOf The Internet Who Is Online? What Do They Do Online? How Does The Net Differ From Other Channels? The Online Marketing Toolkit
  • Course OverviewAttendance Requirements 13 weekly sessions and an examination You must attend at least 10 sessions Assignment presentation nights are compulsory The exam is compulsoryDivision Of Marks Assignments 5% Mid Term 18% Final Group Project 24% Class Participation 8% Examination 45%
  • Course OverviewSession One Welcome, Basics, and the Online Marketing ToolkitSession Two Strategy & The InternetSession Three Web Site Best PracticesSession Four Low Hanging Fruit, Finding a Job onlineSession Five Business Intelligence & Customer AnalysisSession Six Online MarketingSession Seven Mid Term Project (submitted by the 21st of October)Session Eight Getting To The InboxSession Nine Social MediaSession Ten Permission And PrivacySession Eleven Online Advertising , SEO & SEMSession Twelve Applying The Online Marketing ToolkitSession Thirteen Assignment 2 PresentationsFinal Exam
  • Group Assignment OneComparative Web Site Evaluation  Purpose of assignment  Apply what we’ve learned about strategic planning, web site strategy, and user experience  Choose two web sites  Inthe same industry (e.g. Destina.ca vs. Expedia.ca)  Choose your company and a competitor if you wish  For both sites  Apparent web site strategy, target audience  What is the site’s value to users and to the company?  Relative strengths/weaknesses of user experience (high level)  For one site  Suggest improvements (strategy and experience) you would make  Format  Thisis a group assignment  5-10 page report  15 min PowerPoint presentation
  • What we have learnt over time… iConsumer Group Consumption Group Production Individual
  • NB – Dark AgesPinny Cave man Concept • Learn how to cooperate and work together • Had to trust each other • Hunter-gatherers • Didn’t see the bigger picture, lived in the now, immediate gratification • Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am 8
  • CavemanNB – Dark AgesPinny Cave man Concept • Learn how to cooperate and work together • Had to trust each other • Hunter-gatherers • Didn’t see the bigger picture, lived in the now, immediate gratification • Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am 8
  • Team ConversatioWork n Barter 9
  • Team ConversatioWork n Barter 9
  • The Age ofMerchants 10
  • Commerc eAgricultur Innovatio e nTeam Work Conversation Barter 11
  • Commerc eAgricultur Innovatio e nTeam Work Conversation Barter 11
  • The Age ofKnowledge
  • What do think this is? 13
  • Educatio n Transpare Mass ncy CommerceAgricultur Innovatio e n Conversati Team Work on Barter 14
  • Educatio n Transpare Mass ncy CommerceAgricultur Innovatio e n Conversati Team Work on Barter 14
  • What happened onDecember 16 th 1773? 15
  • Boston Tea Party party Boston tea 16
  • Freedom Equality 17
  • Freedom 17
  • Flash Mob 18
  • 19
  • Gold Rush 19
  • Industrial revolution20
  • 21
  • 60’s 22
  • 23
  • 24
  • 25
  • What are 40% of peopledoing while watching TV? A) Eating popcorn B) Surfing channels C) Watching Sex in the City D) Sleeping 26
  • Engaging the Consumer in aMulti-Channel World What other activities, if any, do you regularly do while watching TV? 77% 69% 60% 59% Total 18-34 52% 51% 43% 43% 40% 40% 36% 36% 35% 37% 1 2 3 4 5 6 7 Web House Eat Phone Read Sleep Cook Surfing cleaning Yahoo! Global Market Research Study, 2006.
  • Engaging the Consumer in aMulti-Channel World What other activities, if any, do you regularly do while watching TV? 77% 69% 60% 59% Total 18-34 52% 51% 43% 43% 40% 40% 36% 36% 35% 37% 1 2 3 4 5 6 7 Web House Eat Phone Read Sleep Cook Surfing cleaning Yahoo! Global Market Research Study, 2006.
  • 28
  • Over 1000 TV channels 29
  • 30
  • ?30
  • 31
  • HumanEducated Simplicity Innovative Transparency Experience 31
  • The moment of Realization 32
  • Banana theory33
  • Bait and switch 34
  • Target Mission Yield stateme strateg nt Direct y Bait and hit switch Call toChampio action Decoy n 34
  • 35
  • Brand Hell 36
  • Brand Hell 36
  • Quality Products• 37
  • 5.3 million views 38
  • Nothing personal... ...It’s business! 40
  • New KindLeadership 41
  • the new bossvideo of the conductor or pic of him 42
  • President CEO(video of the file landing on the table FBI) 43
  • change the rules 44
  • turneverything upsidedown     45
  • turneverything upsidedown     45
  • Where is all began 46
  • Internet• Picture of web 47
  • MIT paper on Packet Switches 1961 First SPAM email sent 1978 Tim Berners Lee father the NET 1980 Al Gore coins the phrase "Super High 1990 AOL Launches 1992 US Government sets up ARPA Amazon is created N 1958 1995 201955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 48
  • 49
  • Dot com bust 2000Yahoo rises %300 Google changes CPC1996 2002 Google is founded Facebook is opened for all 1998 2006 The term BLog was created Firefox 3.0 launches 1999 2008 2000 2005 2010 50
  • 51
  • • 1 computer per child 52
  • N. America Net Usage & Population Population Internet % Population ( 2005 Est.) Users Bermuda 63,849 34,500 54.0 % Canada 32,050,369 20,450,000 63.8 % Greenland 57,024 20,000 35.1 % St. Pierre & Miquelon 7,341 - - United States 296,208,476 202,888,307 68.5 % Total 328,387,059 223,392,807 68.0 % Source: InternetWorldStats.com – July 2005
  • Household Internet Access Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • Internet Access By Demographics Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • The Canadian Online Community Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • What Do They Do Online?
  • Time Spent Online Per Week Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • Net Is A Major Leisure Time Activity
  • Canadians Watch TV While Online Never 7% Rarely 13% Frequently 49% Occasionally 31% Source: Custom RTS Survey, October 2003
  • Online Activities Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • Daily break down Newspapers Internet* 17% 8% Magazines 7%Radio 19% W atching TV 37% Video or DVDs 12% 62
  • Where are they coming from 63
  • People Visit A Broad Range Of Sites Source: E-marketer
  • Amount Spent Online In Last Year Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • Researched Online, Purchase Offline Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  • Age Breakdown Gen Y (18-32) Gen X (33-44) 4% Young boomers (45-54) 7% Older Boomers (55-63) Silent Generation (64-72) 30% Geasers (73+)13% 22% 23% 67
  • 99% of online population search in a month 68
  • 99% of online population search in a month 73% of online population stream a video 68
  • 99% of online population search in a month 73% of online population stream a video 67% of online population visit a social networking site 68
  • Ecommerce numbers• Online sales 253 Billion• %70 of households are online• 117 million have bought online• B2B to reach 3.8 trillion 69
  • 191 millionU.S. people age 2+ online in a month, 70
  • But 77% of 841 million global Internet users now outside of U.S.
  • Online marketing toolkit SearchSEO/SEM Viral Social Email Comparison Marketing Media Affiliates 62 72
  • Online marketing toolkit SearchSEO/SEM Viral Social Email Comparison Marketing Media Affiliates aljal 62 72
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  • • 3 Tweets #cmis542 and @pinnyice 74