MKTMKT 0018/010018/01
INTERACTIVEINTERACTIVE
MARKETINGMARKETING
Week 1Week 1
•About YOUYOU
•About MEME
•Review Our Syllabus
Charge Ahead Boldly!Charge Ahead Boldly!
Tonight’s Agenda
Our Textbook
About ME
 BA in Comms (MBA Mktg)
 20 Years In Corp. America
 Started Career as Recruiter
 Marketing/Sales Background
...
What I DoWhat I Do
 I teach (lots of) stuff
 Job Search Strategies
 Interviewing &
Networking
 Career Coaching
 Life ...
ResourcesResources
Hello,Hello,
INTERNETINTERNET
A COLD WAR Creation
• President Eisenhower started the science research
agency Advanced Research Projects Agency
(ARPA) wi...
History
• Late ‘60s through ‘70s ARPA joined with other
US allies, then with the DoE, NASA and NSF.
• During the late ‘70s...
TheThe FoundersFounders
1979
Microsoft
• Invented the OS with the introduction of MS-
DOS in 1981 for the IBM PC.
• MSFT Windows launched Nov. 10, 1983...
Early Apple 2 Steve’s
In 1971, Steve Jobs and Steve Wozniak (founders of
Apple Computer Inc.) went into business to build
...
World Wide Web
The World Wide Web software system was
developed by Tim Berners-LeeTim Berners-Lee in 1989 while at
CERN Eu...
For Discussion
The “FATHER”The “FATHER”
of the Internet???of the Internet???
Marc Andressen
• In 1993 Marc AndressenMarc Andressen
developed the first Web
browser called Mosaic.Mosaic.
• Mosaic is cr...
Andressen
• Andressen later becomes one of the founders
of Netscape.
• He then becomes the Chief Technology Officer
of AOL...
For Discussion
What if you had toWhat if you had to pay for thepay for the
InternetInternet??
Would that be a GOOD thingWo...
What’sWhat’s
MarketingMarketing??
““Marketing is the process ofMarketing is the process of
planning and executing theplanning and executing the
conception, ...
What isWhat is
“Internet marketingInternet marketing is the process of
building and maintaining customer
relationships through online act...
ThisThis 77 Stage Process includes:Stage Process includes:
• Frame/identify the market opportunity.
• Create the marketing...
Screen-to-Face Interface
The 4 Stages of
Customer Relationships
• Awareness.
• Exploration/Expansion.
• Commitment.
• Dissolution (80/20 Rule).
4 Stages of Customer Relationships
• FrequencyFrequency of the connection with
customers: How often does the customer
visit the website?
• DepthDepth of the ...
The Internet Marketing Mix
• Product.
• Price.
• Place
• Packaging.
• Promotion.
•Community.Community.
•Branding.Branding.
Internet Marketing 5P-CB M...
INTERACTIVITYINTERACTIVITY
INDIVIDUALIZATIONINDIVIDUALIZATION
Internet Marketing 2I Mix
NEWNEW
• They can be established quickly.
• How do you leverage to build stronger
customer relationships?
• Good for building cus...
Online Communities
Online Communities
Online Communities
What’sWhat’s BRANDINGBRANDING??
What’s aWhat’s a ““BrandBrand??””
Is it aIs it a LOGOLOGO??
……a taglinea tagline??
“Finger-Licking
Good.”
“We Bring Good
Things to Life.”
“Quality is
Job One.”
……a jinglea jingle??
Is a Brand aIs a Brand a
PROMISEPROMISE??
 MemorableMemorable
 InvaluableInvaluable
 UniqueUnique
Why Brands MatterWhy Brands Matter
• Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how mu...
• Signal characteristics to consumers
• Reduce the risks for consumers in their
purchase decisions:
– Functional riskFunct...
• Serve an identification purpose
• Legal protection such as intellectual property
rights for certain brand attributes
• I...
IndividualizationIndividualization
&& InteractivityInteractivity
Impact of 2Is on Marketing Mix
• MASS CUSTOMIZATIONMASS CUSTOMIZATION means having the
ability to send out customized communications
with MANY customers ...
• The extent/amount of 2-WAY2-WAY communication
between the customer and the company.
• The Internet gives customers the p...
Market SpaceMarket Space
MatrixMatrix
Market Space Matrix
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
Interactive Marketing Week 1 Ethan Chazin
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Interactive Marketing Week 1 Ethan Chazin

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Great tips, resources, best practices and how-to's on Internet Marketing esp. to plan launch and grow a wildly successful business.

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Interactive Marketing Week 1 Ethan Chazin

  1. 1. MKTMKT 0018/010018/01 INTERACTIVEINTERACTIVE MARKETINGMARKETING Week 1Week 1
  2. 2. •About YOUYOU •About MEME •Review Our Syllabus Charge Ahead Boldly!Charge Ahead Boldly! Tonight’s Agenda
  3. 3. Our Textbook
  4. 4. About ME  BA in Comms (MBA Mktg)  20 Years In Corp. America  Started Career as Recruiter  Marketing/Sales Background Launched The Chazin Group ‘04 Contact me: Tel: (201) 683-3399 E-mail: Ethan@TheChazinGroup.com
  5. 5. What I DoWhat I Do  I teach (lots of) stuff  Job Search Strategies  Interviewing & Networking  Career Coaching  Life / Work Balance  Business Owner Coaching  Human Capital Development  Professional Development  Salary Negotiations
  6. 6. ResourcesResources
  7. 7. Hello,Hello, INTERNETINTERNET
  8. 8. A COLD WAR Creation • President Eisenhower started the science research agency Advanced Research Projects Agency (ARPA) within the DoD immediately after, and in response to, the Cuban Missile Crisis. • ARPA connected computers together into networks of networks in a decentralized structure. • ARPA convinced the military that digital communications was better than analog, due to packet switching. • Protocols developed so that computers could talk to each other.
  9. 9. History • Late ‘60s through ‘70s ARPA joined with other US allies, then with the DoE, NASA and NSF. • During the late ‘70s Net commercialization began. • In 1979, CompuServe began offering email & tech support.
  10. 10. TheThe FoundersFounders
  11. 11. 1979
  12. 12. Microsoft • Invented the OS with the introduction of MS- DOS in 1981 for the IBM PC. • MSFT Windows launched Nov. 10, 1983 as IBM launched its own OS (Top View.) It died quickly. • Windows began shipping in November 1985.
  13. 13. Early Apple 2 Steve’s In 1971, Steve Jobs and Steve Wozniak (founders of Apple Computer Inc.) went into business to build ‘Blue Boxes’ device that allowed free illegitimate phone calls by faking the signals used by AT&T.
  14. 14. World Wide Web The World Wide Web software system was developed by Tim Berners-LeeTim Berners-Lee in 1989 while at CERN European particle physics lab, to make navigating the Internet easier and launched it In1993. He’s the Director of the W3CW3C
  15. 15. For Discussion The “FATHER”The “FATHER” of the Internet???of the Internet???
  16. 16. Marc Andressen • In 1993 Marc AndressenMarc Andressen developed the first Web browser called Mosaic.Mosaic. • Mosaic is credited with popularizing the www and opened up the web to the general public.
  17. 17. Andressen • Andressen later becomes one of the founders of Netscape. • He then becomes the Chief Technology Officer of AOL, after it acquired Netscape.
  18. 18. For Discussion What if you had toWhat if you had to pay for thepay for the InternetInternet?? Would that be a GOOD thingWould that be a GOOD thing??
  19. 19. What’sWhat’s MarketingMarketing??
  20. 20. ““Marketing is the process ofMarketing is the process of planning and executing theplanning and executing the conception, pricing, promotion, andconception, pricing, promotion, and distribution of ideas, goods, anddistribution of ideas, goods, and services to create exchanges thatservices to create exchanges that satisfy individual andsatisfy individual and organizational goals.”organizational goals.” A.M.A Definition
  21. 21. What isWhat is
  22. 22. “Internet marketingInternet marketing is the process of building and maintaining customer relationships through online activities to facilitate the change of ideas, products, and services that satisfy the goals of both parties.” A Definition
  23. 23. ThisThis 77 Stage Process includes:Stage Process includes: • Frame/identify the market opportunity. • Create the marketing strategy. • Design the customer experience. • Create the customer interface. • Design the marketing program. • Get customer information using technology. • Evaluate program results. Internet Marketing Process
  24. 24. Screen-to-Face Interface
  25. 25. The 4 Stages of Customer Relationships
  26. 26. • Awareness. • Exploration/Expansion. • Commitment. • Dissolution (80/20 Rule). 4 Stages of Customer Relationships
  27. 27. • FrequencyFrequency of the connection with customers: How often does the customer visit the website? • DepthDepth of the contact: How thoroughly is your customer using your website? • ScopeScope of the connection: how many different points of contact does the customer have with the company? 3 Stages of Customer CONNECTION
  28. 28. The Internet Marketing Mix
  29. 29. • Product. • Price. • Place • Packaging. • Promotion. •Community.Community. •Branding.Branding. Internet Marketing 5P-CB Mix NEW!NEW! TRADITIONALTRADITIONAL
  30. 30. INTERACTIVITYINTERACTIVITY INDIVIDUALIZATIONINDIVIDUALIZATION Internet Marketing 2I Mix NEWNEW
  31. 31. • They can be established quickly. • How do you leverage to build stronger customer relationships? • Good for building customer awareness and encouraging exploration and commitment. Online Communities
  32. 32. Online Communities
  33. 33. Online Communities
  34. 34. Online Communities
  35. 35. What’sWhat’s BRANDINGBRANDING??
  36. 36. What’s aWhat’s a ““BrandBrand??””
  37. 37. Is it aIs it a LOGOLOGO??
  38. 38. ……a taglinea tagline??
  39. 39. “Finger-Licking Good.” “We Bring Good Things to Life.” “Quality is Job One.”
  40. 40. ……a jinglea jingle??
  41. 41. Is a Brand aIs a Brand a PROMISEPROMISE??
  42. 42.  MemorableMemorable  InvaluableInvaluable  UniqueUnique
  43. 43. Why Brands MatterWhy Brands Matter
  44. 44. • Reduces the cost associated with searching for products internally (how much to think about them) and externally (how much to look for them) • Define product/service qualities • Present product/service characteristics • Chance to “connect” with product maker • Sign of “perceived” quality…PRESTIGE • Help consumers organize their knowledge about a product to clarify their decision-making and thus adds value to firms. Brands Matter to Consumers
  45. 45. • Signal characteristics to consumers • Reduce the risks for consumers in their purchase decisions: – Functional riskFunctional risk: product doesn’t perform up to expectations – Financial riskFinancial risk: Product’s not worth the price paid – Physical riskPhysical risk: product poses a physical threat – Social riskSocial risk: Product results in embarrassment from others – Psychological riskPsychological risk: Product affects mental well- being of the user – Time riskTime risk: A product’s failure costs the consumer a chance of finding another acceptable product Brands Matter to Organizations
  46. 46. • Serve an identification purpose • Legal protection such as intellectual property rights for certain brand attributes • Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it >>>>>> Brands Matter to Organizations
  47. 47. IndividualizationIndividualization && InteractivityInteractivity
  48. 48. Impact of 2Is on Marketing Mix
  49. 49. • MASS CUSTOMIZATIONMASS CUSTOMIZATION means having the ability to send out customized communications with MANY customers simultaneously. • The customercustomer determines the amount of interaction that they have with the firm. Individualization
  50. 50. • The extent/amount of 2-WAY2-WAY communication between the customer and the company. • The Internet gives customers the power to engage with the firm in a way never previously permitted. • Shift from broadcast’s 1-WAY dialog (TV, radio, newspapers ) to an interactive marketing dynamic which fosters debate, exchange and… ……CONVERSATIONCONVERSATION!! Interactivity’sInteractivity’s New Paradigm
  51. 51. Market SpaceMarket Space MatrixMatrix
  52. 52. Market Space Matrix

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