Week 08 Powerpoint

MKTG2032 / MKTG 7037
Internet Marketing
Series II

Now to really push the limits http://isotropic.org/papers/chicken.pdf http://www.youtube.com/watch?v=yL_-1d9OSdk

Assessment Topics
Microblogging
Blogging
Social networking
Meme tracking websites
Social bookmarking
Online auctions
Bittorrent
The Principle of Rick Rolling
M-Commerce
Self publishing platform

Semester Part B Subject Reboot

Planned Schedule
Five topics
Services
Lifestreaming, Value Creation and UGC
Business to Computer: Search Engine Optimisation
One review + Future of the Internet

Virtual versus Value

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

R ole of situation in consumer behaviour

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

Attitude c omponents and manifestations

SDL Value in use Services marketing as the delivery of the intangible

Microblogging / Lifestreaming

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

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

Pack Leader: Twitter

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

Google's Weapon of Choice

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

FriendFeed

Profilactic

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

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?

Week 08 Powerpoint

by Stephen Dann

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 2

Statistics