Using the internet to market products and services 11

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Using the internet to market products and services 11

  1. 1. Using the Internet <br />to market products and services<br />
  2. 2.
  3. 3. Agenda<br /><ul><li>Whatis Internet Marketing
  4. 4. Internet Marketing 1.0 vs 2.0
  5. 5. The Internet Marketing Mix</li></li></ul><li>What is Internet Marketing<br />The application of the internet and related digital technologies to achieve marketing objectives.<br />It requires a comprehensive strategy that combines the company's business model, sales goals and customer relationship management with its web presence, focusing on its target market through proper choice of design, functionality and media.<br />
  6. 6. What is Internet Marketing<br />Limitations<br /><ul><li>Digital literacy
  7. 7. Internal capabilities
  8. 8. Intangibility
  9. 9. Security</li></li></ul><li>What is Internet Marketing<br />Uses of Internet by companies<br /><ul><li>Be
  10. 10. Show
  11. 11. Promote
  12. 12. Sell
  13. 13. Support</li></li></ul><li>What is Internet Marketing<br />Advantages<br /><ul><li>Cost
  14. 14. Convenience
  15. 15. Simplicity
  16. 16. Effectiveness
  17. 17. Measurability
  18. 18. Target / relevance</li></li></ul><li>Agenda<br /><ul><li>Whatis Internet Marketing
  19. 19. Internet Marketing 1.0 vs 2.0
  20. 20. The Internet Marketing Mix</li></li></ul><li>Internet Marketing 1.0vs2.0<br />WEB 1.0 WEB 2.0<br />ReadingWriting<br />Personal sites Blogs<br />CompaniesCommunities<br />Owning Sharing<br />Mp3.com P2P<br />Banners Adwords<br />PageviewsCostperClick<br />LecturesConversations<br />Britannica Online Wikipedia<br />PublishingParticipating<br />Messaging Social Networking<br />
  21. 21. Internet Marketing 1.0 vs 2.0<br />1.0: Build the right site…<br /> … get as many links as you can.<br />Banners<br />COMPANY’s<br />WEBSITE:<br /><ul><li>NICE DOMAIN
  22. 22. FANCY DESIGN
  23. 23. GOOD USABILITY
  24. 24. REVELANT CONTENT</li></ul>links<br />directories<br />affiliate<br />
  25. 25. Internet Marketing 1.0 vs 2.0<br />2.0: Build the right site, get the links…<br /> … push your content to the users.<br />Banners<br />COMPANY’s<br />WEBSITE:<br /><ul><li>NICE DOMAIN
  26. 26. FANCY DESIGN
  27. 27. GOOD USABILITY
  28. 28. REVELANT CONTENT</li></ul>Adwords<br />Directories<br />affiliate<br />
  29. 29. Agenda<br /><ul><li>Whatis Internet Marketing
  30. 30. Internet Marketing 1.0 vs 2.0
  31. 31. The Internet Marketing Mix</li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based servicesand products (e-commerce and media)
  32. 32. eBay
  33. 33. NetFlix
  34. 34. Portal Clix
  35. 35. Destakes</li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based services and products
  36. 36. Improving the core product
  37. 37. Mass customization</li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based services and products
  38. 38. Improving the core product
  39. 39. Mass customization
  40. 40. Customer driving</li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based services and products
  41. 41. Improving the core product
  42. 42. Mass customization
  43. 43. Customer driving
  44. 44. Customer feedback</li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based services and products
  45. 45. Improving the core product
  46. 46. Augmenting the core product
  47. 47. Servicing </li></li></ul><li>Internet Marketing Mix<br />eProduct<br /><ul><li>Specific internet based services and products
  48. 48. Improving the core product
  49. 49. Augmenting the core product
  50. 50. Servicing
  51. 51. Recommendations</li></li></ul><li>Internet Marketing Mix<br />ePlace<br /><ul><li>Ano(the)r sales channel
  52. 52. Maincompany site
  53. 53. Thirdparty sites
  54. 54. Affilate sites
  55. 55. Neutral sites
  56. 56. Social Network</li></li></ul><li>Internet Marketing Mix<br />ePlace<br /><ul><li>Ano(the)r sales channel
  57. 57. The long tail</li></li></ul><li>The Long Tail<br />PHYSICAL RETAILER(FNAC)<br />SALES<br />HYBRID RETAILER(AMAZON)<br />DIGITAL RETAILER(iTUNES)<br />TITLES<br />source: wired.com; © Chris Anderson<br />
  58. 58. The Long Tail<br />source: wired.com; © Chris Anderson<br />
  59. 59. The Long Tail<br />source: wired.com; © Chris Anderson<br />
  60. 60. Internet Marketing Mix<br />ePrice<br /><ul><li> Price transparency - Benchmark
  61. 61. Special Internet prices
  62. 62. Pay per use / download
  63. 63. Special Discounts
  64. 64. Promotional codes
  65. 65. Refund Policies
  66. 66. Volume pricing</li></li></ul><li>Internet Marketing Mix<br />ePrice<br /><ul><li>Price transparency - Benchmark
  67. 67. Special Internet prices
  68. 68. Is Internet Free ?</li></li></ul><li>
  69. 69. Is Internet Free?<br />© Chris Anderson<br />
  70. 70. Internet Marketing Mix<br />ePromotion<br /><ul><li>Ways to promoteyourproduct /service online:
  71. 71. Use new media
  72. 72. Supportthebuyingprocess
  73. 73. Retaincustomerswithit
  74. 74. Integratewithofflinecampaigns</li></li></ul><li>
  75. 75. <ul><li>E-zine</li></li></ul><li><ul><li>E-zine
  76. 76. Banners</li></li></ul><li><ul><li>E-zine
  77. 77. Banners
  78. 78. Interactives</li></li></ul><li><ul><li>E-zine
  79. 79. Banners
  80. 80. Interactives
  81. 81. Blogs</li></li></ul><li><ul><li>E-zine
  82. 82. Banners
  83. 83. Interactives
  84. 84. Blogs
  85. 85. Text ads</li></li></ul><li><ul><li>E-zine
  86. 86. Banners
  87. 87. Interactives
  88. 88. Blogs
  89. 89. Text ads
  90. 90. SEM
  91. 91. SEO – Search Engine Optimization
  92. 92. PPC – Pay per Click
  93. 93. Paid Inclusion</li></li></ul><li><ul><li>E-zine
  94. 94. Banners
  95. 95. Interactives
  96. 96. Blogs
  97. 97. Text ads
  98. 98. SEM
  99. 99. Messenger</li></li></ul><li><ul><li>E-zine
  100. 100. Banners
  101. 101. Interactives
  102. 102. Blogs
  103. 103. Text ads
  104. 104. SEM
  105. 105. Messenger
  106. 106. RSS</li></li></ul><li><ul><li>E-zine
  107. 107. Banners
  108. 108. Interactives
  109. 109. Blogs
  110. 110. Text ads
  111. 111. SEM
  112. 112. Messenger
  113. 113. RSS
  114. 114. Gadgets</li></li></ul><li><ul><li>E-zine
  115. 115. Banners
  116. 116. Interactives
  117. 117. Blogs
  118. 118. Text ads
  119. 119. SEM
  120. 120. Messenger
  121. 121. RSS
  122. 122. Gadgets
  123. 123. Viral Videos</li></li></ul><li><ul><li>E-zine
  124. 124. Banners
  125. 125. Interactives
  126. 126. Blogs
  127. 127. Text ads
  128. 128. SEM
  129. 129. Messenger
  130. 130. RSS
  131. 131. Gadgets
  132. 132. Viral Videos
  133. 133. Augmented Reality</li></li></ul><li><ul><li>E-zine
  134. 134. Banners
  135. 135. Interactives
  136. 136. Blogs
  137. 137. Textads
  138. 138. SEM
  139. 139. Messenger
  140. 140. RSS
  141. 141. Gadgets
  142. 142. Viral Videos
  143. 143. AugmentedReality
  144. 144. Apps</li></li></ul><li><ul><li>E-zine
  145. 145. Banners
  146. 146. Interactives
  147. 147. Blogs
  148. 148. Textads
  149. 149. SEM
  150. 150. Messenger
  151. 151. RSS
  152. 152. Gadgets
  153. 153. Viral Videos
  154. 154. AugmentedReality
  155. 155. Apps</li></li></ul><li><ul><li>E-zine
  156. 156. Banners
  157. 157. Interactives
  158. 158. Blogs
  159. 159. Textads
  160. 160. SEM
  161. 161. Messenger
  162. 162. RSS
  163. 163. Gadgets
  164. 164. Viral Videos
  165. 165. AugmentedReality
  166. 166. Apps
  167. 167. Social Networks</li></li></ul><li>References<br />http://sensacom.com/web_glossary.html<br />http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/<br />http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html<br />http://www.marketing-insights.co.uk/wnim0602.htm#_Toc12064587<br />http://www.marketing-insights.co.uk/wnim0702.htm#_Toc14255486<br />http://creativezone.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdf<br />http://en.wikipedia.org/wiki/Web_marketing<br />http://www.squidoo.com/seth<br />http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=1<br />http://www.wired.com/wired/archive/12.10/tail.html<br />

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