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Latest developments in online marketing

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presentation for University of Southampton 'taster' course

presentation for University of Southampton 'taster' course

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  • 1. Online marketing: overview of latest developments Lisa Harris and Alan Rae
  • 2. Who we are
    • Dr Lisa Harris is a Senior Lecturer in Marketing at Southampton University School of Management. She is a Chartered Marketer and a member of the Chartered Institute of Marketing International Board of Trustees.
    • Dr Alan Rae is Managing Partner of AI Consultants which researches how small companies use IT and develops training programmes for small companies themselves or those who need to work with or sell to them. He is a Fellow of the CIM and sits on its membership and research advisory groups.
  • 3. Our brief
    • Overview of the latest developments in web-based customer communications
    • Implications of encouraging customer feedback, collaboration and product endorsement at the expense of control of the marketing message…some practical examples of good and bad practice
  • 4.
    • OVERVIEW
  • 5. A few statistics…
    • 67% of UK population now online (OXIS 2007)
    • 85% of these access Internet via broadband, which is a key driver of growth in video download and sharing (OXIS 2007)
    • Google’s advertising revenue now exceeds that of ITV
    • Share of the big 5 TV networks has dropped from 78% in 2002 to 67% in 2007 (Ofcom, 2008)
    • 78% of digital video recorder owners claim to ‘fast forward’ through advertisements (Ofcom, 2008)
    • Spend on online advertising in the UK now 15.3% of total spend in 2007 (up from 11.4% in 2006) according to www.iabuk.net
    • Online sales now 4% of total (since Oct 07, high street sales have fallen 2.2% online sales have risen 16%) according to the British Retail Consortium www.brc.org.uk
  • 6. From ‘traditional’ to ‘new’ media…
    • From push to pull
    • From monologue to dialogue
    • From ‘one-to-many’ to ‘many-to-many’ communications
    • From ‘lean-back’ to ‘lean forward’
  • 7. Total UK expenditure on advertising 2007
  • 8. www.rubiconconsulting.com , September 2008
  • 9. Social media goes mainstream
  • 10.  
  • 11. How online marketing is changing Web Site Google Adwords Overture Download Free Info Details to Database Email Offers / Ezines Enquiries Sales Networking PR / Blogs Retail Route Consultants Route
  • 12. Political aspects: the Obama effect PESTL Analysis Social: Generation Y Online networking Economic: Credit crunch Techological: Web 2 tools Video Mashups RSS Rating systems le legal le Legal: Privacy Security Intellectual property
  • 13.
    • POLITICAL FACTORS
  • 14. “ Change we can believe in”
    • $28m average raised per month in online donations
    • 92m views of display ads per month
    • 2.2m site visitors per month
    • 9.8m video views on YouTube
    • 1,997,530 supporters of the Obama Facebook Group
    • 91,367 followers on Twitter
  • 15.
    • TECHNOLOGICAL FACTORS
  • 16.  
  • 17. Really Simple Syndication (RSS)
    • ‘ A way to format regularly changing content, enabling it to be shared with individuals and other Web sites'.
    • A cheap and easy way of delivering relevant content (such as blogs) to the desktop of customers, prospects, suppliers or employees who have set up the link (“pull” not “push”)
    • Enables expertise in diverse locations around the web to be integrated and showcased
    • http:// uk.youtube.com/watch?v =0klgLsSxGsU
  • 18. Continuous free communication + tools to make it intelligent
    • Google Docs
    • Ning + Google social tools for site
    • You tube tagging capabilities – insertion of speech bubbles, ads, promotion like adwords.
    • Google products – insight as to the demographics of who looks at your video
    • Google Trends and ad planner.
    • Paypal flexibility in purchase + “add to cart”
  • 19.  
  • 20.  
  • 21.  
  • 22.
    • SOCIAL FACTORS
  • 23. Characteristics of online customers
    • The ‘Martini’ effect - rising expectations (24/7)
    • More powerful - switching barriers are low
    • ‘ Information customers’ who are smart, demanding and have little time
    • Less trustworthy and less loyal
    • Expectation of ‘mixed mode buying’
    • More likely to trust a 3 rd party recommendation (known or unknown) than a supplier website
  • 24. Cultural Change
    • User generated content is driving openness, sharing, collaboration, interaction, communities, and social networking.
    • Web 2.0 (blogs, wikis, microblogs, rss, podcasts, vodcasts, social networks, virtual realities) represents a fundamental change in the way people use the Internet, their online expectations and experiences.
    • A ‘net generation’ culture is evolving based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user generated and distributed content, open communications, peer-to-peer sharing and global participation.
    • Success in this new online environment requires new ‘mindsets’ and innovative approaches to marketing, customer and network relationships
    • http://www.britishairwaysandpamann.com/?destId=full_feature
  • 25. Using the Internet is becoming natural…
    • Digital natives (Generation Y)
      • >Age 18-28
      • >have grown up in the digital age and technology is embedded into everything they do
      • > More likely to be online than watch TV
    • Digital immigrants (Generation X)
      • >Age 28-42
      • >have adapted their natural behaviour and learned to use technology for its convenience and benefits
  • 26. Growing influence of WOM
  • 27.  
  • 28.
    • ECONOMIC FACTORS
  • 29. Impact of the credit crunch
    • Online marketing initiatives may benefit at the expense of more expensive traditional options
    • Comparative ease of measuring online marketing effectiveness allows value to be demonstrated
  • 30.
    • LEGAL FACTORS
  • 31. Legal Framework
  • 32.
    • EXAMPLES
  • 33. ‘ Big name’ social media pioneers
  • 34. Amazon lead the way, as usual Google ads: Improvements in relevance Amazon.com recommendation engine: Leveraging data Source: Amazon.com, Google What other customers are thinking What other customers are buying What other customers are doing What other customers are saying
  • 35. General Motors GM is using a blog as an instant publishing and marketing channel that bypasses mainstream media. It is a way to put their own version of the story out there and to get feedback. They have opened a window into their world.
  • 36. English Cut Thanks to his blog, London Tailor Thomas Mahon is one of the most well publicised tailors in Savile Row. The blog is full of talk about how suits are made and marketed. Mahon is offering his wisdom on his industry and publicly talks about the secrets of his trade.
  • 37. Andrew Woolley
    • He was moving from business law to divorce at that time
    • He was the one person we talked to who really seemed to “get” the sales pyramid
    • He knew what his ratios were – and managed accordingly
  • 38. Blogs on Ecademy Andrew is ranked 59 th – 19 blogs in 3 months
  • 39. His Ecademy Profile
  • 40. His Web Site
  • 41. His Newsletter
  • 42. Tags and Keywords he’s actually used someone who knows what they’re doing!
    • <title>Divorce and Family solicitors: solicitor UK: divorce lawfirm</title> <meta http-equiv=&quot;Content-Type&quot; content=&quot;text/html; charset=windows-1252&quot;>
    • <meta name=&quot;keywords&quot; content=&quot;divorce advice, divorce solicitors, divorce England, UK family solicitor, matrimonial law, family law, family advice, family solicitors&quot; />
    • <meta name=&quot;description&quot; content=&quot;UK family and divorce solicitors providing advice on divorce and family law – call 0800 3212832&quot; /> <meta name=&quot;author&quot; content=&quot;Website designed and developed by Zarr - http://www.zarr.com&quot; /> <link type=&quot;text/css&quot; href=&quot;/styles.css&quot; rel=&quot;stylesheet&quot; media=&quot;screen&quot; /> <link type=&quot;text/css&quot; href=&quot;/print.css&quot; rel=&quot;stylesheet&quot; media=&quot;print&quot; />
  • 43. Here is Andrew’s Autosignature when he blogs on Ecademy Each phrase is a key word that is the anchor text For a specific page on his site
  • 44. This Builds your Brand in Google’s mind
  • 45. What does this say about Andrew’s brand?
    • Up to date
    • Efficient
    • Easy to deal with
    • Complete range of services
    • Sensible blend of online / off line activity
    • A problem fixed