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Principles Of Internet Marketing
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Principles Of Internet Marketing

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  • 1.  
  • 2.
    • “… identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.”
  • 3.  
  • 4. Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data
  • 5.
    • Create new sources of competitive advantage
    • More direct distribution model
    • Reengineer the supply chain
    • Invent new business models
    • Target underserved segments
    • Lower price barrier
    • New delivery methods to reduce capital expenditure and pricing
    • Create more efficient marketplace
    • Create a “virtuous cycle”
  • 6.
    • Reduce the risk of guessing by letting the community define the need, want, problem, and value proposition
    • Speed development cycles
    • Create precise features / value
    • Create brand advocates
    • Community endorsement
    Community and feedback loop integral part of shaping product
  • 7.
    • Sell your idea first
    • Find your actors (audience) first
    • Size does not matter
    • Reduce risk by pushing control out
    • Value creation increases at the edge
    • Decentralize authority and process
    • Transparency creates value
    • Truth travels fast
    • Price alone is not sustainable
    • Reengineer your value chain
      • Skip intermediaries wherever possible
    • Reinvent your business models
    • Change the status quo
  • 8.
    • Product / service strategy
      • Shared risk through open collaboration
    • Place (channel)
      • Actors & marketspace
      • Agents
    • Pricing
      • Hypercompetitive
      • Convert traffic to advertisement revenue
    • Promotion
      • Community
    • Customer support
      • 24 x 7
      • Virtual
      • FAQ, forums, electronic
  • 9. Almost no feedback loop. Higher risk of innovation and guessing market.
  • 10.
    • Democratization of 4Ps paradigm
      • Citizen Branding
      • Collective collaboration
      • Collective risk sharing
      • Collective product innovation
    • Citizen marketers will sell “remarkable” ideas
    • Work backwards
      • Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant.
    • Create your own “blue ocean”
      • If you play it safe and go by rules of your industry, value chain, and business model – you’re dead!
      • Most industries and markets are saturated and highly concentrated
  • 11. Capturing customer interaction creates tremendous value and reduces risk.
  • 12.
    • New mediums for communicating information virally among your actors.
  • 13. What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. How to sell a soap
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