Intro To Marketing For Web2.0 Projects Comp 113
Upcoming SlideShare
Loading in...5

Intro To Marketing For Web2.0 Projects Comp 113



Guest Lecture for Social Media Summer School Course

Guest Lecture for Social Media Summer School Course



Total Views
Views on SlideShare
Embed Views



1 Embed 47 47


Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Intro To Marketing For Web2.0 Projects Comp 113 Intro To Marketing For Web2.0 Projects Comp 113 Presentation Transcript

  • COMP113 Web 2.0 and Online Communities introduction to marketing for web 2.0 projects Phil Osborne summer school 2008
  • one size fits no one
  • what is marketing?
    • as old as business itself
    • misunderstood
      • marketers reputation as bad as politicians, lawyers, used car salesman
    • marketing as selling
      • most people perceive marketing as promotion
        • advertisements, sales promotions
        • convincing people to consume / purchase things they don’t need
  • beyond selling things
    • marketer as agent for the firm
    • marketer as agent for the customer
    • good marketing decreases the need for promotion
      • customers as advocates
      • word of mouth and word of mouse
    • ultimate aim is to understand the market (particularly customers) and align the companies efforts
    • the right product, at the right place, at the right time, at the right price
  • the four Ps framework
    • a resource allocation model for organisations
      • what products?
        • what is the organisation offering / taking to market
        • what are your customers buying / what needs are being satisfied
      • what price?
        • chief determinant of value, total cost of ownership
      • what places?
        • where and when can the market access your offering
      • what promotion?
        • how does the market become aware of your offering
    • need to fit these with overall strategy / purpose of the organisation
  • integration is the key
    • each element of the marketing mix is interrelated
    • marketing does not take place in a vacuum
      • customers are not dumb
      • competitive response
      • external factors
    • managing expectations
      • what are customers ‘buying’
        • what needs is your application satisfying
      • don’t ‘sell’ what you can’t deliver
        • easy to sell someone something once
  • first principle
    • selling concept
      • belief that consumers won’t buy enough unless a large scale selling and promotion program undertaken
        • focus on transactions
        • example _ as seen on TV products
          • but wait there’s more
    • marketing concept
      • belief that the most successful approach is to determine the needs of the customer and satisfy them more effectively (and efficiently) than competitors
        • focus on creating value for (with) customers
        • example _ Google
  • marketing as philosophy
  • real marketing attempts to
    • know and understand the customer so well that that market offering fits him/her/them and sells itself
      • though the marketer will have to let the customer know it is available
    • create enough value so both the customer and organisation are satisfied
    • it should result in a customer who is ready to interact (again and again)
  • value
    • generally represented by money in exchange
      • can be non economic in both benefit and cost calculation
          • customer benefits can include emotional, status
          • costs can include time, convenience
    • subjective
    • determined by the user…
  • implications
    • you (producer) cannot produce value
      • only value propositions
    • requires users!
      • co-creation
    • you won’t know what they value!
      • flexible, adaptable, customisable
  • the marketing management framework
    • the addition of the word management suggests concern with control and efficient allocation of ‘resources’
    • analysis
      • research, understanding the environment, what is happening now and likely to happen in the future
    • planning
      • where do we want to be…
    • implementing
      • getting things done
    • control
      • measuring progress, taking corrective action
  • Plan HQ
  • marketing can help… the STP process
  • segments
    • there are a number of different ways to identify the composition of a market using geographic, demographic, psychographic and behaviouristic variables
    • in practice, a marketer will use as many segmentation variables as possible to get a clear description of the segment
    • describing segments of a market lets us profile who the typical customer in that segment will be
    • this ‘picture’ is used to determine which segments within the market we will target
  • targeting
    • evaluate the attractiveness of segments
    • AND
    • make a choice which segments to serve
    • target markets are those segments of a market at which we will direct marketing activity
    • developing a marketing mix that will appeal to that segment
  • positioning
    • positioning aims to shape the way consumer’s perceive the offer by creating a distinct image of the product in the consumer’s mind
    • positioning works to determine a product’s position in relation to competing products and has the effect of influencing people’s opinions as it recognises that consumers set a product’s position based on their understanding of it
  • choosing a positioning strategy
    • product’s position - the way the product is defined by consumers on important attributes
      • the place the product occupies in consumers’ minds relative to competing products
    • marketers must:
      • plan positions to give their offerings the greatest advantage in selected target markets
      • design marketing mixes to create these planned positions
  • so…
    • you will be expected to understand ‘the market’ and justify your decisions…
      • by investors (venture capitalists, bankers etc)
      • by employers
    • market information makes it easier to make decisions…
    • marketing can’t be considered an afterthought
      • retro-fitting anything makes it harder
  • inspiration?
  • books