Marketing Technology

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The presentation discusses basic marketing concepts and theories in correlation with digital marketing.

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Marketing Technology

  1. 1. [  marke(ng  technology  ]   guest  lecture,  global  marke0ng   university  of  sydney   datalicious   ®   data  /  insights  /  ac(on  
  2. 2. web   analy0cs   marke0ng   customer   campaigns   databases   “Helping  companies     data     op/mize  their  marke/ng  strategy     insights   by  providing  ac/onable  insights     ac0on   based  on  solid  data  analysis.”   media     customer   plans   profiles   target   segments  [  july  2008  ]   [  datalicious.com.au  ]  
  3. 3. web   analy0cs   marke0ng   customer   campaigns   databases   data     insights   ac0on   media     customer   plans   profiles   target   segments  [  july  2008  ]   [  datalicious.com.au  ]  
  4. 4. [  july  2008  ]   [  datalicious.com.au  ]  
  5. 5. [  today  ]  §  Marke0ng  theory   –  Product,  price,  place,  promo0on   –  Audiences,  plaForms,  content   –  Innovators,  early  adopters,  majority,  laggards   –  Awareness,  interest,  desire,  ac0on  §  Trends  and  examples  §  Marke0ng  case  study    §  Useful  links  [  july  2008  ]   [  datalicious.com.au  ]  
  6. 6. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  marke(ng  theory  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  7. 7. [  marke(ng  mix  ]   product   price   mix   place   promo(on  [  july  2008  ]   [  datalicious.com.au  ]  
  8. 8. [  price  transparency  ]  [  july  2008  ]   [  source:  springwise  ]   [  datalicious.com.au  ]  
  9. 9. [  july  2008  ]   [  datalicious.com.au  ]  
  10. 10. [  july  2008  ]   [  datalicious.com.au  ]  
  11. 11. [  marke(ng  mix  ]   product   price   mix   place   promo(on  [  july  2008  ]   [  datalicious.com.au  ]  
  12. 12. [  crowd  sourcing  ]  [  july  2008  ]   [  source:  springwise  ]   [  datalicious.com.au  ]  
  13. 13. [  july  2008  ]   [  datalicious.com.au  ]  
  14. 14. [  video:  doritos  super  bowl  ad  ]   hMp://www.youtube.com/watch?v=kNxgxF-­‐7SfA  [  july  2008  ]   [  datalicious.com.au  ]  
  15. 15. [  marke(ng  mix  ]   product   price   mix   place   promo(on  [  july  2008  ]   [  datalicious.com.au  ]  
  16. 16. [  niche  markets  ]  [  july  2008  ]   [  source:  springwise  ]   [  datalicious.com.au  ]  
  17. 17. [  july  2008  ]   [  datalicious.com.au  ]  
  18. 18. [  july  2008  ]   [  datalicious.com.au  ]  
  19. 19. [  marke(ng  mix  ]   product   price   mix   place   promo(on  [  july  2008  ]   [  datalicious.com.au  ]  
  20. 20. [  promo(on  ]  §  Promo0on  is  communica0on   –  Audiences:  who  are  we  talking  to?     –  PlaForms:  where  do  we  spend  our  0me?   –  Content:  what  messages  do  we  respond  to?  §  Has  technology  changed  any  of  this?  [  july  2008  ]   [  datalicious.com.au  ]  
  21. 21. [  communica(on  ]   audiences   pla@orms   content  [  july  2008  ]   [  datalicious.com.au  ]  
  22. 22. [  the  digital  na(ve  ]  §  10,000  gaming  hours  §  20,000  TV  hours  §  15,000  Internet  hours  §  200,000  emails  and  IMs  §  10,000  cell  phones  hours  §  All  before  they  are  25  [  july  2008  ]   [  source:  mark  presnky,  m&c  saatchi  ]   [  datalicious.com.au  ]  
  23. 23. [  online  oxygen  ]   online  oxygen  =  digital  way  of  life   [  july  2008  ]   [  datalicious.com.au  ]  
  24. 24. rewiring  brains  =  different  neural  pathways  [  july  2008  ]   [  datalicious.com.au  ]  
  25. 25. quick  and  ruthless  =  reduced  aGen(on  spans  [  july  2008  ]   [  datalicious.com.au  ]  
  26. 26. [  basic  human  needs  ]   web  2.0  [  july  2008  ]   [  source:  maslow  ]   [  datalicious.com.au  ]  
  27. 27. [  internet  users  ]   globally   Australia  [  july  2008  ]   [  datalicious.com.au  ]  
  28. 28. [  technology  affects  marke(ng  ]  
  29. 29. [  technology  affects  us  ]  
  30. 30. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  break  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  31. 31. [  communica(on  ]   audiences   pla@orms   content  [  july  2008  ]   [  datalicious.com.au  ]  
  32. 32. [  digital  universe  today  ]  [  july  2008  ]   [  source:  isobar  ]   [  datalicious.com.au  ]  
  33. 33. [  digital  consump(on  ]   50%  digital  by  2007    [  july  2008  ]   [  source:  carat  ]   [  datalicious.com.au  ]  
  34. 34. [  australia  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  35. 35. [  got  game  ]  [  july  2008  ]   [  source:  aol,  esa  ]   [  datalicious.com.au  ]  
  36. 36. [  media  spend  imbalance  ]  [  july  2008  ]   [  source:  jeffrey  cole,  surveying  the  digital  future  ]   [  datalicious.com.au  ]  
  37. 37. [  australia  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  38. 38. [  virtual  shopfront  ]  what  if  the  corner  store  is  not  listed  in  Google?  [  july  2008  ]   [  source:  jeffrey  cole,  surveying  the  digital  future  ]   [  datalicious.com.au  ]  
  39. 39. [  diffusion  of  innova(ons  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  40. 40. [  blogsphere    2003  –  2006  ]   exponen(al  growth  [  july  2008  ]   [  source:  technora0]   [  datalicious.com.au  ]  
  41. 41. [  influencer  marke(ng  ]   [  july  2008  ]   [  datalicious.com.au  ]  
  42. 42. [  music  recommenda(ons  ]  [  july  2008  ]   [  source:  hitwise  ]   [  datalicious.com.au  ]  
  43. 43. [  flickr.com  ]   Iden(fy  the  influencers  and  advocates  [  july  2008  ]   [  source:  isobar,  lococitato]   [  datalicious.com.au  ]  
  44. 44. [  influencer  marke(ng  ]  [  july  2008  ]   [  source:  wikipedia  ]   [  datalicious.com.au  ]  
  45. 45. [  aida(s)  ]  old  media  new  media   awareness   interest   desire   ac0on   sa0sfac0on  social  media   [  july  2008  ]   [  datalicious.com.au  ]  
  46. 46. [  power  shiT  to  consumers  ]  
  47. 47. [  marketers  losing  control  ]  
  48. 48. [  communica(on  ]   audiences   pla@orms   content  [  july  2008  ]   [  datalicious.com.au  ]  
  49. 49. [  recall  scores  collapse  ]   %  recall  one  day  aer  adver0sing  message  [  july  2008  ]   [  source:  nad,  nielsen  ]   [  datalicious.com.au  ]  
  50. 50. Source:  M&C  Saatchi  [  july  2008  ]   [  datalicious.com.au  ]  
  51. 51. [  hobbynomics  ]   Consumers  producing,  contribu0ng,  adding,   sugges0ng  for  non-­‐monetary  reasons,  leaving   economists  (and  well-­‐known  brands)  in  shock.     If  only  they  would  reap  the  benefits  from   understanding  that  increasingly,  contribu(ng     cons(tutes  status  for  crea0ve  individuals  [  july  2008  ]   [  source:  trendwatching  ]   [  datalicious.com.au  ]  
  52. 52. [  july  2008  ]   [  datalicious.com.au  ]  
  53. 53. [  web  2.0  ]   what  the  ...  ?  [  july  2008  ]   [  datalicious.com.au  ]  
  54. 54. [  video:  the  machine  is  us/ing  us  ]   hMp://www.youtube.com/watch?v=NLlGopyXT_g    [  july  2008  ]   [  datalicious.com.au  ]  
  55. 55. [  age  of  the  synthesisers  ]   web  2.0   100%   10%   1%   Consumers     Synthesisers   Creators   search  for     find,  adapt,     start  groups,   and  find     add  to  and     create  and   content   share     publish    [  july  2008  ]   [  source:  isobar  ]   [  datalicious.com.au  ]  
  56. 56. [  fat  head  vs.  long  tail  ]   one2many   Volume   one2one   Varia(ons  [  july  2008  ]   [  source:  chris  anderson  ]   [  datalicious.com.au  ]  
  57. 57. [  australia  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  58. 58. [  july  2008  ]   [  datalicious.com.au  ]  
  59. 59. [  july  2008  ]   [  datalicious.com.au  ]  
  60. 60. [  virtually  irreplaceable  ]  [  july  2008  ]   [  source:  jeffrey  cole,  surveying  the  digital  future  ]   [  datalicious.com.au  ]  
  61. 61. [  july  2008  ]   [  datalicious.com.au  ]  
  62. 62. [  viral  branding  ]   loss  of  control?  [  july  2008  ]   [  source:  xtract  ]   [  datalicious.com.au  ]  
  63. 63. [  trust  online  ]  [  july  2008  ]   [  source:  jeffrey  cole,  surveying  the  digital  future  ]   [  datalicious.com.au  ]  
  64. 64. [  back  to  basics  ]  service   search  product  support  employees   company   promo(on   consumer  experience  brand   wom,  blogs,  emails,   reviews,  communi0es,   social  networks,  photo   sharing,  video  sharing  [  july  2008  ]   [  source:  don  schultz,  northwestern  university  ]   [  datalicious.com.au  ]  
  65. 65. [  july  2008  ]   [  datalicious.com.au  ]  
  66. 66. [  july  2008  ]   [  datalicious.com.au  ]  
  67. 67. [  control  the  experience  ]  
  68. 68. [  let  experience  speak  for  itself  ]  
  69. 69. ?[  ques(ons  ]  cbartens@datalicious.com.au   www.chris0anbartens.com  
  70. 70. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  case  study  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  71. 71. [  july  2008  ]   [  datalicious.com.au  ]  
  72. 72. [  case  study  ]  §  iPhone  launch  in  Australia   –  Support  the  launch  using  new  technology   §  Clearly  outline  promo0on  objec0ves  and  execu0on   –  Decide  what  business  unit  KPIs  to  accommodate   §  Marke0ng:  increase  brand  awareness   §  Sales:  drive  online  sales  and  retail  store  visits   §  Service:  retain  and  upgrade  exis0ng  customers  §  Split  into  smaller  groups  according  to  you  mobile   phone  provider  (e.g.  Telstra,  Optus,  Vodafone)     –  Maximum  of  5  students  per  group  [  july  2008  ]   [  datalicious.com.au  ]  
  73. 73. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  useful  links  ]  [  july  2008  ]   [  datalicious.com.au  ]  
  74. 74. [  newsleGers,  blogs  ]  §  hMp://www.emarketer.com/    §  hMp://www.techcrunch.com/    §  hMp://www.smartbrief.com/iab/    §  hMp://www.marke0ngvox.com/    §  hMp://www.imediaconnec0on.com/    §  hMp://www.trendwatching.com/    §  hMp://www.springwise.com/  [  july  2008  ]   [  datalicious.com.au  ]  
  75. 75. [  newsleGers,  blogs  ]  §  hMp://www.lifehacker.com/    §  hMp://www.useit.com/alertbox/    §  hMp://weblogs.hitwise.com/  §  hMp://www.wired.com/    §  hMp://www.technora0.com/weblog/    §  hMp://del.icio.us/cbartens/ar0cles/    [  july  2008  ]   [  datalicious.com.au  ]  
  76. 76. [  trends,  char(ng  ]  §  hMp://www.hitwise.com.au/datacenter    §  hMp://www.google.com/trends    §  hMp://www.google.com/zeitgeist    §  hMp://www.blogpulse.com/  §  hMp://www.alexa.com/    §  hMp://www.compete.com/    §  hMp://www.visualcomplexity.com/vc/  [  july  2008  ]   [  datalicious.com.au  ]  
  77. 77. [  research,  sta(s(cs  ]  §  hMp://www.etcnewmedia.com/    §  hMp://www.internetworldstats.com/    §  hMp://www.doubleclick.com/    §  hMp://www.digitalcenter.org/    §  hMp://www.online-­‐publishers.org/    §  hMp://www.clickz.com/    §  hMp://www.nngroup.com/    [  july  2008  ]   [  datalicious.com.au  ]  
  78. 78. [  research,  sta(s(cs  ]  §  hMp://www.jupiterresearch.com/  §  hMp://www.pewinternet.org    §  hMp://www.atlassolu0ons.com/ins0tute  §  hMp://adlab.microso.com/    §  hMp://searchmarke0ng.yahoo.com/    §  hMp://adwords.google.com/    §  hMp://www.googspy.com/    [  july  2008  ]   [  datalicious.com.au  ]  
  79. 79. [  today’s  ar(cles  ]  §  hMp://www.springwise.com/automo0ve/pricehub_used_cars_price_trans/  §  hMp://www.springwise.com/homes_housing/real_estate_30_update/  §  hMp://www.springwise.com/homes_housing/online_reality_check_for_renta/  §  hMp://www.springwise.com/entertainment/music_at_market_prices_update/  §  hMp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/  §  hMp://www.springwise.com/style_design/customermanufactured/  §  hMp://www.springwise.com/marke0ng_adver0sing/for_a_reward_crowds_name_new_p/  §  hMp://www.springwise.com/media_publishing/product_popularity_polls_ilike/  §  hMp://www.springwise.com/food_beverage/mixedtoorder_muesli/  §  hMp://www.springwise.com/food_beverage/social_pizza_ordering_with_a_s/  §  hMp://www.springwise.com/fashion_beauty/index.php?page=9  §  hMp://www.springwise.com/food_beverage/index.php?page=22  §  hMp://en.wikipedia.org/wiki/Influencer_marke0ng  §  hMp://www.readwriteweb.com/archives/zappos_twiMer.php  §  hMp://brandautopsy.typepad.com/brandautopsy/2008/05/zappos-­‐1000-­‐off.html  §  hMp://www.chris0ne.net/2008/02/zappos-­‐shares-­‐s.html  §  hMp://en.wikipedia.org/wiki/Zappos.com  [  july  2008  ]   [  datalicious.com.au  ]  
  80. 80. datalicious   ®   data  /  insights  /  ac(on  [  july  2008  ]   [  datalicious.com.au  ]  

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