Digital marketing teigland 2010
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Digital marketing teigland 2010

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Lecture slides for Stockholm School of Economics Marketing II course spring 2010 (based on chapter 18 of Jobber's Principles and Practices of Marketing textbook used in the course)

Lecture slides for Stockholm School of Economics Marketing II course spring 2010 (based on chapter 18 of Jobber's Principles and Practices of Marketing textbook used in the course)

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  • 1. Digital Marketing Dr. Robin Teigland Stockholm School of Economics robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland
  • 2. Today’s discussion Background to digital marketing Reshaping the marketing mix – 4Ps Digital marketing implementation Beyond marketing through digital marketing  Guest speaker – Lisa Enckell (SSE 4M) 2
  • 3. What is digital marketing? The application of digital technologies that form channels to market… − Internet (2D to 3D) − Mobile communications − Interactive television − Interactive traditional media (billboards, print) − Wireless …..to achieve corporate goals through meeting and exceeding customer needs better than the competition. Adapted from Jobber 2007 3
  • 4. Social Media Revolution http://www.youtube.com/watch?v=sIFYPQjYhv8 How are these trends affecting the traditional marketing mix? 4
  • 5. Key elements of the digital age Jobber 2007 5
  • 6. A new consumer is appearing… “Digital Natives” “Digital Immigrants” Prensky 2001, Beck and Wade 2004, Mahaley 2008
  • 7. ..using a growing number of social media Adapted from FredCavazza.net
  • 8. Traditional marketing vs digital marketing http://adultaddstrengths.com/2008/11/05/obama- vs-mccain-social-media/ 8
  • 9. OBAMA dot GOV  Barak − Lessig call DesAutels 2008
  • 10. Today’s discussion Background to digital marketing Reshaping the marketing mix – 4Ps Digital marketing implementation Beyond marketing through digital marketing  Guest speaker – Lisa Enckell (SSE 4M) 10
  • 11. Reshaping the marketing mix Jobber 2007 11
  • 12. Digital marketing media  Internet (2D and 3D, virtual worlds)  Mobile communications  Wireless  Interactive television  Interactive billboards and print Adapted from Jobber 2007 12
  • 13. Reshaping price Transparent Flexible Dynamic Jobber 2007 13
  • 14. Real-time price comparisons http://www.youtube.com/watch?v=4sqo9RiIYCY&feature=related 14
  • 15. Reshaping place Redgrave Global, virtual, &always open •Distance no longer a cost •Business location irrelevant •24/7 real-time trading Jobber 2007 15
  • 16. Reshaping place IBM’s Green Data Center in Second Life 16
  • 17. Reshaping promotion Permission-based Instantaneous – real time Interactive Jobber 2007 17
  • 18. Reshaping promotion - Interactivity www.bbc.co.uk/ Convergence of technologies www.mobilitysite.com 18
  • 19. Reshaping promotion - Interactivity  Interactive ads in traditional print media − Augmented reality, mobile phones − http://www.youtube.com/watch?v=RsZTbIjLHNA&feature=related (zoo) − http://www.youtube.com/watch?v=S-G8u- 01t0k&feature=PlayList&p=46ED12AC63B128FC&playnext=1&playnext_from=PL&index =1 (car)  Interactive billboards − Video, mobile phones − http://www.youtube.com/watch?v=BK7qfpvod2w&feature=related (Shanghai) − http://www.youtube.com/watch?v=5- bNZRAypgQ&feature=PlayList&p=CDD9F931D4215694&playnext=1&playnext_from=PL &index=1 (Nokia)  Interactive video advertisements − Video, internet − http://www.youtube.com/watch?v=tJrq- ZwBehA&feature=PlayList&p=B74C1DB8C72A381E&index=4 (Volvo) 19
  • 20. 3D interactive marketing  Miss Calypso Virtual Beauty Pageant on Planet Calypso −Fashions were modeled by avatars walking a virtual catwalk −Available for purchase in Planet Calypso as a digital good
  • 21. Viral marketing  Encourages users of product or service supplied by business to encourage friends to join in as well http://www.ignitesocialmedia.com/viral-marketing-examples/ Haag & Cummings 2008 21
  • 22. Reshaping product Individualized Digitalized But this is only the beginning….so much more to come! Customized 22
  • 23. Today’s discussion Background to digital marketing Reshaping the marketing mix – 4Ps Digital marketing implementation Beyond marketing through digital marketing  Guest speaker – Lisa Enckell (SSE 4M) 23
  • 24. Reshaping the marketing mix Jobber 2007 24
  • 25. Stages in digital marketing planning 1. What are the drivers? 2. What is the environment? 3. What is the objective? 4. How can you create superior value? 5. How should activities be integrated? 6. What competencies are needed? Etc. 7. What should be measured? Jobber 2007 25
  • 26. Users create their own meanings http://www.youtube.com/watch?v=ai-RMD39aos 30
  • 27. There is nowhere to hide Monitor social media sites and react in a timely fashion Fortune, Rey 2008 http://www.youtube.com/watch?v=t8XxcOj3Seo 31
  • 28. The 5 Is of digital marketing  Identification – customer specifics  Individualism – tailored for lifetime purchases  Interaction – dialogue to learn about customers’ needs  Integration – of knowledge of customers throughout company  Integrity – develop trust through non-intrusive marketing such as permission marketing Will it replace the traditional marketing mix? Peppers & Roger 1997 32
  • 29. Today’s discussion Background to digital marketing Reshaping the marketing mix – 4Ps Digital marketing implementation Beyond marketing through digital marketing  Guest speaker – Lisa Enckell (SSE 4M) 33
  • 30. Here comes the Immersive Internet O’Driscoll 2009 34
  • 31. “Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova •USD 3 bln in virtual goods sales in 2009, to grow to USD 12 bln in 2012 •Swedish government granted bank license to Mind Bank in 2009 •USD 330,000 for virtual space station in 2010 http://www.youtube.com/watch?v=-ahqjBeknT0 35
  • 32. Virtual World revenues USD 2bln in 2009 US spending on virtual goods expected to double to between USD 400 and 600 mln in 2009
  • 33. Thanks and see you in world! Karinda Rhode aka Robin Teigland robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland 37
  • 34. Sources and acknowledgements − Allen, JP, https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdf (Accessed 24 April 2009). − Chaffey, D. 2009. Benchmarking to improve your digital marketing strategy, www.davechaffey.com/blog/. − Deloitte, 2008. 2008 Tribalization of Business Study. − DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008. − Di Gangi, P. 2008, The Content Web Sites, Co-Creation of Value: Exploring Engagement Behaviors in User-generated Content Web Sites, Colloquium at Florida State University College of Business − Gurteen, D. Online Information 2007: KM goes Social, http://www.slideshare.net/dgurteen/km-goes-social-194717 − Haag & Cummings, 2008. Information Systems Essentials, McGraw-Hill/Irvine. − Jobber, 2007. Principles & Practices of Marketing, Fifth Edition, McGraw-Hill. − Poole, IBM: Web 2.0 goes to work, http://www.slideshare.net/jward5519/ibm-web-2-0- goes-to-work-presentation − Wesch, M. http://www.youtube.com/watch?v=TPAO- lZ4_hU&feature=PlayList&p=F3C55BF4FAEC5737&playnext=1&playnext_from=PL&index =22  Acknowledgements − Allen, JP, University of San Francisco − Mahaley, S., Duke Corporate Education − Fuller, R., Goh, S., Wasko, M., Florida State University, College of Business 38