Week 08 Powerpoint

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  • 1. MKTG2032 / MKTG 7037
      • Internet Marketing
      • Series II
  • 2. Now to really push the limits http://isotropic.org/papers/chicken.pdf http://www.youtube.com/watch?v=yL_-1d9OSdk
  • 3.  
  • 4. Assessment Topics
    • Microblogging
    • Blogging
    • Social networking
    • Meme tracking websites
    • Social bookmarking
    • Online auctions
    • Bittorrent
    • The Principle of Rick Rolling
    • M-Commerce
    • Self publishing platform
  • 5. Semester Part B Subject Reboot
  • 6. Planned Schedule
    • Five topics
      • Services
      • Lifestreaming, Value Creation and UGC
      • Business to Computer: Search Engine Optimisation
    • One review + Future of the Internet
  • 7. Virtual versus Value
  • 8. Virtualisation and Marketing
    • Virtualisation, the distribution of the sense of self into fragmented conversations, and the importance of value-in-use over value-in-ownership is recasting the role of marketing from matchmaker of customer and place, into matchmediator of experience provider and experiences
  • 9. R ole of situation in consumer behaviour
  • 10. Situational influences
    • Four main types of situations
      • Communication situation
        • Where? Alone or with others? Surrounding noise?
      • Purchase situation
        • Where? Alone or with others? In a hurry?
      • Usage situation
        • With guests or alone? For pleasure or for work?
      • Disposal situation
        • Before the next purchase? Trade-ins?
        • After the purchase, e.g. packagin
  • 11. Attitude c omponents and manifestations
  • 12. SDL Value in use Services marketing as the delivery of the intangible
  • 13. Microblogging / Lifestreaming
  • 14. Microblogging
    • Microblogging: Posting short thoughts and ideas to a personal blog, particularly by using instant messaging software or a cell phone
      • http://www.wordspy.com/words/microblogging.asp
    • Specifications
      • Short posts (140 character limit) ‏
      • Topicality and Immediacy
      • Transient commentaries
      • Sense of conversation
  • 15. Related Technique
    • Lifestreaming
      • An online record of a person's daily activities, either via direct video feed or via aggregating the person's online content such as blog posts, social network updates, and online photos
        • http://www.wordspy.com/words/lifestreaming.asp
  • 16. Pack Leader: Twitter
  • 17. In the news recently…
    • On his way to the police station, Buck took out his cell phone and sent a message to his friends and contacts using the micro-blogging site Twitter.
    • The message only had one word. "Arrested."
      • http://edition.cnn.com/2008/TECH/04/25/twitter.buck/index.html
    • http://someecards.com/upload/somewhat_topical/i_hope_someday_a_one_word_micro_blog.html
  • 18. Google's Weapon of Choice
  • 19. Jaiku
  • 20. Problems
    • In Ghostbusters, it was a matter of not crossing the streams... lifeblogging and the fracturing of the conversation requires stream aggregation for survival.
    • Enter the lifestream aggregators
  • 21. FriendFeed
  • 22. Profilactic
  • 23. Microblogging
    • There is a distinct possibility that the solution of microblogging as a way to be faster, sharper and less intense than blogging has created a problem of draining the attention economy.
    • That, or it's just cool that we can wax lyrical at 140 character bursts and get back on with life having said our piece
  • 24. Creating, Communicating, Delivering and Exchanging
    • How well does the AMA (2007) marketing definition describe consumer activity on the internet?
      • Are we consumers, creators, mediators or brokers?