0
Digital Marketing


                         Dr. Robin Teigland
             Stockholm School of Economics
               ...
Today’s discussion


Background to digital marketing

Reshaping the marketing mix – 4Ps

Digital marketing implementati...
What is digital marketing?
The application of digital technologies that form channels to
  market…
   −   Internet (2D to ...
Social Media Revolution
http://www.youtube.com/watch?v=sIFYPQjYhv8

  How are these trends affecting the
      traditiona...
Key elements of the digital age




                          Jobber 2007   5
A new consumer is appearing…

“Digital Natives”                                 “Digital Immigrants”




 Prensky 2001, Be...
..using a growing number of social media




                             Adapted from FredCavazza.net
Traditional marketing vs digital marketing




    http://adultaddstrengths.com/2008/11/05/obama-
                 vs-mcca...
OBAMA dot GOV

 Barak
  − Lessig call




                            DesAutels 2008
Today’s discussion


Background to digital marketing

Reshaping the marketing mix – 4Ps

Digital marketing implementati...
Reshaping the marketing mix




                       Jobber 2007   11
Digital marketing media

 Internet (2D and 3D, virtual worlds)

 Mobile communications

 Wireless

 Interactive televi...
Reshaping price

             Transparent
               Flexible
               Dynamic




                  Jobber 2007...
Real-time price comparisons




http://www.youtube.com/watch?v=4sqo9RiIYCY&feature=related   14
Reshaping place

Redgrave




   Global, virtual, &always open
    •Distance no longer a cost
   •Business location irrele...
Reshaping place




IBM’s Green Data Center
     in Second Life
                          16
Reshaping promotion




    Permission-based
Instantaneous – real time
       Interactive          Jobber 2007   17
Reshaping promotion - Interactivity




  www.bbc.co.uk/


 Convergence
of technologies
                      www.mobility...
Reshaping promotion - Interactivity
 Interactive ads in traditional print media
   − Augmented reality, mobile phones
   ...
3D interactive marketing

 Miss Calypso Virtual Beauty Pageant on Planet Calypso
  −Fashions were modeled by avatars walk...
Viral marketing
 Encourages users of product or service supplied
  by business to encourage friends to join in as
  well
...
Reshaping product




Individualized
                                Digitalized


                         But this is on...
Today’s discussion


Background to digital marketing

Reshaping the marketing mix – 4Ps

Digital marketing implementati...
Reshaping the marketing mix




                       Jobber 2007   24
Stages in digital marketing planning

            1. What are the drivers?

            2. What is the environment?

     ...
Users create their own meanings




http://www.youtube.com/watch?v=ai-RMD39aos   30
There is nowhere to hide




           Monitor social media sites and
               react in a timely fashion
Fortune, R...
The 5 Is of digital marketing
 Identification – customer specifics
 Individualism – tailored for lifetime purchases
 In...
Today’s discussion


Background to digital marketing

Reshaping the marketing mix – 4Ps

Digital marketing implementati...
Here comes the Immersive Internet




O’Driscoll 2009                                       34
“Clearly if social activity migrates to
synthetic worlds, economic activity will go
          there as well.”Castranova
  ...
Virtual World revenues



           USD 2bln
           in 2009




US spending on virtual goods expected to double to
  ...
Thanks and
    see you in world!

     Karinda Rhode

     aka Robin Teigland
   robin.teigland@hhs.se
www.knowledgenetwor...
Sources and acknowledgements
    −   Allen, JP, https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3...
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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)

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Transcript of "Digital marketing teigland 2010"

  1. 1. Digital Marketing Dr. Robin Teigland Stockholm School of Economics robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland
  2. 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. 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. 4. Social Media Revolution http://www.youtube.com/watch?v=sIFYPQjYhv8 How are these trends affecting the traditional marketing mix? 4
  5. 5. Key elements of the digital age Jobber 2007 5
  6. 6. A new consumer is appearing… “Digital Natives” “Digital Immigrants” Prensky 2001, Beck and Wade 2004, Mahaley 2008
  7. 7. ..using a growing number of social media Adapted from FredCavazza.net
  8. 8. Traditional marketing vs digital marketing http://adultaddstrengths.com/2008/11/05/obama- vs-mccain-social-media/ 8
  9. 9. OBAMA dot GOV  Barak − Lessig call DesAutels 2008
  10. 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. 11. Reshaping the marketing mix Jobber 2007 11
  12. 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. 13. Reshaping price Transparent Flexible Dynamic Jobber 2007 13
  14. 14. Real-time price comparisons http://www.youtube.com/watch?v=4sqo9RiIYCY&feature=related 14
  15. 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. 16. Reshaping place IBM’s Green Data Center in Second Life 16
  17. 17. Reshaping promotion Permission-based Instantaneous – real time Interactive Jobber 2007 17
  18. 18. Reshaping promotion - Interactivity www.bbc.co.uk/ Convergence of technologies www.mobilitysite.com 18
  19. 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. 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. 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. 22. Reshaping product Individualized Digitalized But this is only the beginning….so much more to come! Customized 22
  23. 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. 24. Reshaping the marketing mix Jobber 2007 24
  25. 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. 26. Users create their own meanings http://www.youtube.com/watch?v=ai-RMD39aos 30
  27. 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. 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. 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. 30. Here comes the Immersive Internet O’Driscoll 2009 34
  31. 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. 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. 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. 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
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