Applying digital technologies which form online channels to market … (web, email, database, plus mobile / wireless and digital TV)
to …contribute to marketing activities aimed at achieving profitable acquisitions and retention of customers
through… recognizing the strategic importance of digital technologies and developing a planned approach to improve customer knowledge, then delivering integrated targeted communications and online services that match their individual needs
Alternative relationships EM EC EB E-marketing has some overlap with e-Commerce and eBusiness a) b) EM = EC = EB EC EM EB eBusiness eccompasses e-marketing and ecommerce, but e-marketing involves more process than e-commerce E-marketing is broadly equivalent to e-commerce and e-business c)
#1: Collapse of Berlin Wall --11/'89 : The event not only symbolized the end of the Cold war, it allowed people from other side of the wall to join the economic mainstream. (11/09/1989)
#2: Netscape : Netscape and the Web broadened the audience for the Internet from its roots as a communications medium used primarily by 'early adopters and geeks' to something that made the Internet accessible to everyone from five-year-olds to eighty-five-year olds. (8/9/1995)
#3: Workflow software : The ability of machines to talk to other machines with no humans involved. Friedman believes these first three forces have become a “crude foundation of a whole new global platform for collaboration.”
#4: Open sourcing : Communities uploading and collaborating on online projects. Examples include open source software, blogs, and Wikipedia . Friedman considers the phenomenon "the most disruptive force of all."
#5: Outsourcing : Friedman argues that outsourcing has allowed companies to split service and manufacturing activities into components, with each component performed in most efficient, cost-effective way.
#6: Offshoring : Manufacturing's version of outsourcing.
#7: Supply chaining : Friedman compares the modern retail supply chain to a river, and points to Wal-Mart as the best example of a company using technology to streamline item sales, distribution, and shipping.
#8: Insourcing : Friedman uses UPS as a prime example for insourcing, in which the company's employees perform services--beyond shipping--for another company. For example, UPS itself repairs Toshiba computers on behalf of Toshiba. The work is done at the UPS hub, by UPS employees.
#9: In-forming : Google and other search engines are the prime example. "Never before in the history of the planet have so many people-on their own-had the ability to find so much information about so many things and about so many other people", writes Friedman.
#10: "The Steroids" : Personal digital devices like mobile phones, iPods, personal digital assistants, instant messaging, and voice over IP or VOIP .
Where is my business in this connected world? Is my business connected?
Is your competitor seated next to you TODAY? What is your competitor doing that you are not doing? What can you find out online about them?
Something to think about? Who have influence in relation to an issue/brand? (Who should we influence?) Where do they get their influence from (who listens to them)? When the voices are weighed according to their influence on a topic, what is actually being said? What is our position in the influence network compared to the one we desire – to our competitors? What are the trends in the market? Which features of our products/services do the different market segments appreciate.
You’re probably on them all already! It is impossible to control market conversations about your brand. You need to consider how you participate in these conversations to meet your objectives
Your strategy should follow the basic principles of marketing
Who is your target audience?
Where can they be found on social networks?
Think about how to use these social networks to achieve your objectives
Define clear business goals before you do anything
There is little point marketing on social networks unless you know what you want to achieve
Traffic to your website (what for?)
Registrations (what will you do with them?)
Advertising / eCommerce / Subscription revenue
Customer Relationship Management
Media Publicity & PR (how will you measure?)
Marketing on social networks needs a different approach
Social networking sites are places frequented by many people . You can use them to lead people into a buying process
Marketing on these sites can be tricky - members hate overt commercial messages
The key is first to create a compelling profile (through an offline personality or character associated with your campaign, or possibly via an employee)
This ‘profile’ can then build a following by creating content that is right for the audience you want to reach out to.
Create a profile & messages to appeal to the target market MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks . Amplification of Message Direct Brand Interaction Brand X
Myspace offers the most overt commercial opportunities June 2007
Create compelling content targeted to your audience
Some things to consider re content:
Think like your target audience - create content that will be useful to them, don’t just plug your products
Brand your content & widgets – to get your logo across the network
Use pictures of people on your profile to make it more personal
Take care of your profile – keep it active and updated, so that visitors come back
Don’t spam – communicate offers and commercials carefully, to avoid users complaining so MySpace shut you down
June 2007 Embedded videos www.MySpace.com Portable blog www.widgetbox.com Slide show for pictures www.rockyou.com Don’t forget your business objectives !
IDC estimate that by 2010, 70% of web content will be user generated.
Indicates to web managers that they need a social media strategy to help manage the online brand visibility and reputation
More UGC will inevitably mean that Internet users are spending less time with branded content and destination site originated content.
2007 Balanced Tipped Asia Pacific takes the global lead in some key aspects of the digital marketing mix Internet world stats – 36% of world’s online population lives in Asia Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US
2007 Balanced Tipped Asia is driving the digital marketing industry
Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007
Increase of 24% from 2006
Asia will be the driving engine Highest growth to come from China, Australia, South Korea and Japan Asia Pac is also the leading edge of many technologies and marketing techniques
2007 Balanced Tipped Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region 3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor) Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.
What’s in it for me? unprecedented business opportunities for Marketers, Advertisers and the entire Digital Marketing “ecosystem” of portal, mobile operators, communication service providers, games and entertainment companies, handset manufacturers, interactive agencies and the rest.
If you use an email marketing provider that can integrate with your website to track orders
Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders.
Some database systems make this possible without massive investment.
Allocate and invest time in analysing the performance of each campaign.
Get Your Own House in Order Consolidate and integrate your email campaigns Build effective communications strategy, including Relevance, personalisation, segmentation and targeting Develop a testing strategy Focus on List and Data quality
Choose Your Partners Carefully Follow strategy not features Use agencies for expertise Work with partners Choose an approach based on your set up
Think Strategically: Take the Next Step Quick wins are possible Deliverability Understand the barriers to effective email integration