Introduction to marketing

Introduction to Marketing
Lisa Harris and Paul Harrigan
30/9/2010

“Change we can believe in”
$28m average raised per month in online donations during 2008
92m views of display ads per month
2.2m site visitors per month
9.8m video views on YouTube
5,455,665 supporters of the Obama Facebook Group
285,467 followers on Twitter

Why do you use social media?

How do you use social media?

Internet technology has changed the world
Years it took to reach an audience of 50 million:
Radio 50 years
TV 13 years
Internet 4 years
iPod 3 years
2 years
2 years
1 in 8 marriages in US now as a result of online dating.
US Dept Commerce

The Internet has changed purchase behaviour
1999 Google.co.uk
2009 Google.co.uk
3.9 billion Internet searches in the UK in a month (ComScore June 2008)
Google’s UK ad revenue was £1.9 billion in 2008 – ITV’s TV ad revenue was £1.5 billion
Google has the highest awareness of any brand in the world (Nielsen 2009) – without any advertising

Online Retail Trend
Choice...
“...the activity and processes for creating, communicating and delivering offerings that have value for customers...”
Good Online Retailer in 2010 will stock 30,000 lines
High Street store typically stocks 800 lines
Good Online Retailer in 2009 typically stocks 18,000 lines

Digital marketing isn’t just the Internet
Microprocessors are going into many different devices
...and 3 screens are now becoming mainstream...
When I want it and Where I want it.

Touch screen mobiles are becoming popular
...and so will Internet video on mobile devices...
Its not so much the iPhone but the large touch screen that has produced the first
usable Internet
browsing mobile
device...
...and 3G “all you can eat” connections.
UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years.

Facebook spreads across the web...

Online advertising spend overtakes TV
Online advertising represented 23.5% of total spend, ahead of TV’s 21.9% (Oct 2009)
UK advertisers spent £3.54 billion online in 2009 – an increase by 5.7% compared to 2008
Expenditure on all offline advertising sectors declined in 2009
Recession has accelerated this trend

13
Web advertising grows from smallest to largest in 6 years
£ millions
TV Advertising
Web Advertising
Press Display
Direct Mail
Press Classified
Outdoor
Radio
source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003

Trends in technology
Eric Qualmann video ( 4 mins)
Did you know 4? (5 mins) http://www.youtube.com/watch?v=6ILQrUrEWe8
10 Years of changes in technology, BBC report by Rory Cellan-Jones (3 mins): http://news.bbc.co.uk/1/hi/technology/8434373.stm
http://www.youtube.com/watch?v=jDi0FNcaock (Future of Shopping, Cisco, 1 min)

Getting started: your blog
To post to your PDP blog, you will need to visit http://www.efolio.soton.ac.uk/blog
There are separate documents posted on Blackboard (in the MANG6184 Introduction to Marketing folder) showing you
‘Welcome’ and ‘Learning Together’ presentations
The PDP tasks and deadlines for Semester 1

Getting started: www.delicious.com

Getting started: www.netvibes.com

Thank you!
You are welcome to follow me on any of my social media sites:
www.lisaharrismarketing.com
www.delicious.com/lisaharris1
www.twitter.com/lisaharris
www.linkedin.com/in/lisajaneharris
www.slideshare.net/lisaharris
www.netvibes.com/ljharris

Introduction to marketing

by lisa harris on Oct 04, 2010

Accessibility

Upload Details

Usage Rights

2 Embeds 43

Statistics

Introduction to marketing — Presentation Transcript

http://www.lisaharrismarketing.com	42
http://translate.googleusercontent.com	1