USYD Services Marketing Guest Lecture

1. [ service marketing ]
Service marketing in the digital age
and the importance of data

2. web
analytics
customer
databases
customer
profiles
target
segments
media
plans
marketing
campaigns
data
insights
action
“Helping companies
optimize their marketing strategy
by providing actionable insights
based on solid data analysis.”
[ august 2008 ] [ datalicious.com ]

3. web
analytics
customer
databases
customer
profiles
target
segments
media
plans
marketing
campaigns
data
insights
action
[ august 2008 ] [ datalicious.com ]

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6. [ august 2008 ] [ datalicious.com ]
perishable
marketing

7. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

8. [ august 2008 ] [ datalicious.com ]

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10. [ august 2008 ] [ datalicious.com ]

11. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

12. [ datalicious.com ][ august 2008 ]

13. [ datalicious.com ][ august 2008 ]

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15. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

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19. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

20. [ august 2008 ] [ datalicious.com ]

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22. [ august 2008 ] [ datalicious.com ]

23. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

24. [ august 2008 ] [ datalicious.com ]

25. [ august 2008 ] [ datalicious.com ]

26. [ august 2008 ] [ datalicious.com ]

27. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

28. [ august 2008 ] [ datalicious.com ]

29. [ august 2008 ] [ datalicious.com ]

30. [ august 2008 ] [ datalicious.com ]

31. [ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
peopleprocess
physical
evidence
promotion

32. [ aida(s) ]
[ august 2008 ] [ datalicious.com ]
awareness interest desire action satisfaction
old media
social media
new media

33. [ august 2008 ] [ datalicious.com ]

34. [ august 2008 ] [ datalicious.com ]
break
yay!

35. [ promotion ]
[ august 2008 ] [ datalicious.com ]
audiences
contentplatforms

36. [ august 2008 ] [ datalicious.com ]
[ online oxygen ]
online oxygen = digital way of life

37. [ august 2008 ] [ datalicious.com ]
rewiring brains = different neural pathways

38. [ august 2008 ] [ datalicious.com ]
quick and ruthless = reduced attention spans

39. [ basic human needs ]
web 2.0
[ august 2008 ] [ datalicious.com ][ source: maslow ]

40. [ flickr.com ]
[ august 2008 ] [ datalicious.com ]
Identify the influencers and advocates
[ source: isobar, lococitato]

41. [ promotion ]
[ august 2008 ] [ datalicious.com ]
audiences
contentplatforms

42. [ digital media ]
[ august 2008 ] [ datalicious.com ]
> 50% digital by 2008
[ source: carat ]

43. [ australia ]
[ august 2008 ] [ datalicious.com ]

44. [ digital universe today ]
[ august 2008 ] [ datalicious.com ][ source: isobar ]

45. [ virtual shopfront ]
[ august 2008 ] [ datalicious.com ]
what if your store is not listed in Google?
[ source: jeffrey cole, surveying the digital future ]

46. [ promotion ]
[ august 2008 ] [ datalicious.com ]
audiences
contentplatforms

47. [ recall scores collapse ]
[ august 2008 ] [ datalicious.com ]
% recall one day after advertising message
[ source: nad, nielsen ]

48. [ unpopular ads ]
[ august 2008 ] [ datalicious.com ]

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50. [ broadband video ]
[ august 2008 ] [ datalicious.com ]

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52. [ datalicious.com ]
[ viral branding ]
[ august 2008 ]
loss of control?
[ source: xtract ]

53. [ august 2008 ] [ datalicious.com ]

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55. [ social australia ]
[ august 2008 ] [ datalicious.com ]

56. 100%
Consumers
search for
and find
content
10%
Synthesisers
find, adapt,
add to and
share
[ age of synthesisers ]
1%
Creators
start groups,
create and
publish
[ august 2008 ] [ datalicious.com ]
web 2.0
[ source: isobar ]

57. [ august 2008 ] [ datalicious.com ]

58. [ datalicious.com ]
[ fat head vs. long tail ]
Volume
Variations
[ august 2008 ]
one2many
one2one
[ source: chris anderson ]

59. [ blogsphere 2003 – 2006 ]
[ august 2008 ] [ datalicious.com ]
exponential growth
[ source: technorati]

60. [ back to basics ]
company consumer
search
wom, blogs, emails,
reviews, communities,
social networks, photo
sharing, video sharing
[ august 2008 ] [ datalicious.com ]
promotion
service (7Ps)
product (5Ps)
experience
brand
[ source: don schultz, northwestern university ]

61. [ new marketplace ]
[ august 2008 ] [ datalicious.com ]

62. [ datalicious.com ][ august 2008 ]

63. [ august 2008 ] [ datalicious.com ]

64. [ case study ]
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68. [ case study ]
§ The 7Ps of service marketing
– Simpsons of Potts Point Hotel example
§ Most popular hotel for Sydney on TripAdvisor.com
§ High organic Google ranking for “Potts Point Hotel”
§ Actual hotel website rather average and outdated
§ Group task
– Split into groups
§ Maximum of 5 students in each group
§ Maximum of 2 students presenting results
– Present the 7Ps of service marketing
§ Use the above hotel as the key example for each P
§ Show the hotel’s strength and weaknesses for each P
§ Suggest improvements for the hotel’s weaknesses
[ august 2008 ] [ datalicious.com ]

69. [ useful links ]
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[ august 2008 ] [ datalicious.com ]

70. [ newsletters, blogs ]
§ http://www.emarketer.com/
§ http://www.techcrunch.com/
§ http://www.smartbrief.com/iab/
§ http://www.marketingvox.com/
§ http://www.imediaconnection.com/
§ http://www.trendwatching.com/
§ http://www.springwise.com/
[ august 2008 ] [ datalicious.com ]

71. [ newsletters, blogs ]
§ http://www.lifehacker.com/
§ http://www.useit.com/alertbox/
§ http://weblogs.hitwise.com/
§ http://www.wired.com/
§ http://www.technorati.com/weblog/
§ http://del.icio.us/cbartens/articles/
[ august 2008 ] [ datalicious.com ]

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[ trends, charting ]
§ http://www.hitwise.com.au/datacenter
§ http://www.google.com/trends
§ http://www.google.com/zeitgeist
§ http://www.blogpulse.com/
§ http://www.alexa.com/
§ http://www.compete.com/
§ http://www.visualcomplexity.com/vc/
[ august 2008 ]

73. [ research, statistics ]
§ http://www.etcnewmedia.com/
§ http://www.internetworldstats.com/
§ http://www.doubleclick.com/
§ http://www.digitalcenter.org/
§ http://www.online-publishers.org/
§ http://www.clickz.com/
§ http://www.nngroup.com/
[ august 2008 ] [ datalicious.com ]

74. [ research, statistics ]
§ http://www.jupiterresearch.com/
§ http://www.pewinternet.org
§ http://www.atlassolutions.com/institute
§ http://adlab.microsoft.com/
§ http://searchmarketing.yahoo.com/
§ http://adwords.google.com/
§ http://www.googspy.com/
[ august 2008 ] [ datalicious.com ]

75. [ today’s articles ]
§ http://www.springwise.com/tourism_travel/adsupported_navigation/
§ http://www.springwise.com/tourism_travel/effortless_online_travel_organ/
§ http://www.springwise.com/tourism_travel/facilitating_cab_shares_to_the/
§ http://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/
§ http://www.springwise.com/marketing_advertising/for_a_reward_crowds_name_new_p/
§ http://www.springwise.com/style_design/customermanufactured/
§ http://www.springwise.com/automotive/pricehub_used_cars_price_trans/
§ http://www.springwise.com/homes_housing/real_estate_30_update/
§ http://www.springwise.com/entertainment/music_at_market_prices_update/
§ http://www.springwise.com/life_hacks/transparency_tyranny_hits_the/
§ http://www.springwise.com/media_publishing/usergenerated_video_for_the_co/
§ http://www.springwise.com/tourism_travel/hotel_search_video_completes_t/
§ http://www.springwise.com/media_publishing/product_popularity_polls_ilike/
§ http://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/
§ http://en.wikipedia.org/wiki/Zappos.com
§ http://en.wikipedia.org/wiki/Crowdsourcing
§ http://en.wikipedia.org/wiki/User-generated_content
§ http://en.wikipedia.org/wiki/Social_media
§ http://en.wikipedia.org/wiki/Social_marketing
§ http://en.wikipedia.org/wiki/Influencer_marketing
§ http://www.trendwatching.com/trends/transparency.htm
§ http://www.trendwatching.com/trends/customer-made.htm
[ august 2008 ] [ datalicious.com ]

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