Marketing(e) V0.1 Eng


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The new Marketing in the era of information society

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Marketing(e) V0.1 Eng

  1. 1. Marketing(e)<br />The Marketing reloaded<br />BySalah Benzakour - 2009<br />V0.1<br />* For marketers and those who they call “eMarketers”<br />
  2. 2. Warning<br />This presentation is not about eMarketing<br />This is not a commercial presentation<br />This presentation does not include a methodology, or any academic definitions.<br />It’s about a new concept that describes Marketing in the era of information society<br />
  3. 3. Introduction<br />
  4. 4. Facts*<br />1.4 billion people in the world are using internet<br />They are browsing websites, sending emails, chatting, buying, selling, sharing, playing…<br />When users were denied web access for two weeks during a study, they suffered withdrawal symptoms and feelings of loss<br />Younger generation can&apos;t live without Internet<br />Internet users feel confident, secure and empowered<br />* See appendixes for references<br />
  5. 5. Computer/Internet EvolutionUsage Revolutions<br />Companies using computer<br />Individuals using computer<br />Computer<br />@Production<br />Web 3<br />(Objects web)<br />Ultimate Web<br />(Total immersion)<br />Computer<br />@Marketing<br />Computer<br />@Home<br />Internet<br />@Home<br />eCommerce<br />(Commercial web)<br />Web 2<br />(Editable web)<br />~2011<br />~2020<br />~1950<br />~1970<br />~1980<br />~1990<br />~2000<br />~2008<br /><ul><li>The use of computer and IT spreads from professional to personnel sphere </li></li></ul><li>Main Insights<br />Almost everybody in the western hemisphere is using internet<br />Internet is a living environment<br />Internet empowers its users<br />Recommended action:<br /> Check the % of internet penetration in your client portfolio<br />
  6. 6. Clients and internet<br />
  7. 7. The New Client<br />The new Client is:<br />Connected to other Clients Word of mouth through social networks/emails<br />Demanding  Multiple choices through eCommerce<br />Vigilant  Going online before making a decision (Search engines, comparing prices, reviews, social networks)<br />Unfaithful  Perpetual seek of benefice maximization and cost/effort reduction (“Want more attitude”)<br />And moreover, he:<br />Doesn’t have time to read all the good things you write about your solution (product/service)<br />Wants customized solutions (Products/Services)<br />Wants solutions that are cost effective and ecological<br />
  8. 8. Main Insights<br />Thanks to internet the Client has really become the KING.<br />And a King deserves to be treatedlikea King: Honor to whom honor is due.<br />Recommended actions:<br />Check in the internet what yourclientsare saying about your brand(s) and your competitors.<br />Conduct a satisfaction survey online<br />Check how your Clients are using your solution (product/service) <br />Ask your Clients (or some of them) why they use/buy your solution<br />
  9. 9. Marketing and eMarketing basics reminder<br />
  10. 10. Reminder of Marketing Definition<br />« Marketing is about maximizing the company’s profits, building an offer in light of the clients requests, competition, available ressources and definedframework » IFG<br />Twothingsbring value to companies : Marketing and R&D<br />
  11. 11. Marketing Main Components<br />Targeting and Positioning<br />Design a marketing plan<br />Company<br />Sphere<br />Marketing Management<br />Solution*<br />Understand Client’s needs<br />Segmentation<br />Execute a marketing plan<br />4Ps (Product; Price; Promotion; Place)<br />Operational Marketing<br />Marketstudies<br />Client<br />Sphere<br />Solution = Product or/and service<br />
  12. 12. eMarketing<br />Three pillars (3Cs):<br />Defined targeted audience (Community)<br />Web pages (Content)<br />Online Promotion (Communication)<br />
  13. 13. eMarketing in Marketing<br />Marketing Management<br />4 Ps<br />Operational Marketing<br />Marketstudies<br />Offline<br />Promotion<br />Online<br />eMarketing<br />
  14. 14. Main Insights<br />Marketing is all about satisfying the client’sneeds<br />eMarketing is the use of the online channel to promote a company’sbrand or products<br />eMarketing is aconstituentof operational Marketing<br />
  15. 15. OldSchoolMarketers and Internet<br />
  16. 16. Old School Marketers*<br />They think that having a website is enough to master the online presence of their brand(s)<br />They think that doing some eMarketing efforts (SEO, SEM, Banner campaigns…) is enough to acquire and retain clients online<br />* I’m sure it’s not your case<br />
  17. 17. Main Insights<br />Old school marketers don’t understand the real power of internet and how it empowers theirclients.<br />Old school marketers apply the offline marketing and communication patterns on the internet<br />When they think internet, old school marketers are in the “offer perspective” and not in the “demand perspective” <br />Recommended actions:<br />Go beyond the “what” question when thinking about your online actions, try to answer 3 times the “why” question.<br />Stop focusing on technology and web tools and feed yourself with deeper questions/answers (ie: information society, psychology of Client behaviors, trends, weak signals, and from time to time read the basics of marketing…)<br />
  18. 18. Marketing to the power of (e)<br />
  19. 19. Marketing(e) Concept<br />Marketing Management<br />Exchanges<br />Company<br />Client<br />Exchanges<br />Exchanges<br />Operational Marketing<br />Marketstudies<br />Mix of online and offline techniques Hybridation<br />Solution<br />
  20. 20. Marketing(e)Definition<br /> « Marketing is about maximizing the company’s AND client’s profit, building together a solution that meets the client’s needs, using in a balanced way all the capacities of information technologies while taking into account the competition, all available ressources and the given framework. » <br />
  21. 21. Marketing(e) Vs eMarketing<br />eMarketing :<br />Adding the (e) to existing marketing<br />Using internet as an additional channel to execute a part of the promotional strategy<br />Marketing(e):<br />Integrating the (e) into the DNA of marketing.<br />Enhancing the solution value exponentially<br />Integrating theClient expectations and needs in all marketing steps<br />Taking advantage of the power of online exchanges<br />Producing hybrid solutions (products and services)<br />
  22. 22. Main Insights<br />Marketing(e)really integrates theclients’benefit and voice in the heart of the Marketing process <br />Marketing(e) is a process where online and offline channels are combined to exponentially increase the clientand company benefits <br />Recommended actions:<br />Create a private community with some of your current or potential customers<br />Involve this community in the thinking about the evolution of your solution<br />Think about how you can increase theclients’benefit if you integrate online services to your solution <br />
  23. 23. Marketing(e) case studies<br />
  24. 24. Marketing(e) case studies<br />Hybrid Marketing approach:<br />Tcho<br />Hybrid product:<br />Nike+<br />
  25. 25. Tcho<br />TCHO is a chocolate company that uses internet in the early stage of the creation process of a chocolate.<br />TCHO was the first company in the world to publicly release a beta version of it’s chocolate.<br />Main idea: Even for a “classic” product thereareways to leverage the added value of information technologies in order to enhanceclientsatisfaction.<br /><br />
  26. 26. Nike+iPod<br />The Nike+iPod Sports Kit is a device which measures and records the distance and pace of a walk or run. The Nike+ iPod consists of a small accelerometer attached to or embedded in a shoe, which communicates with either the Nike+sportbandor a receiver plugged into an iPod Nano. If using the iPod, iTunes software can be used to view the walk or run history.<br />Main idea: Nike and Apple created a new hybrid offer (Real object + software + internet community) that enhances the user experience and generates added value.<br /><br />
  27. 27. Conclusion<br />Marketing(e), two pillars:<br />Hybrid marketing process<br />Hybrid solution (product and service)<br />Marketing(e) is Marketing reloaded<br />eMarketing is a component of Maketing(e)<br />Want more? See next slide <br />
  28. 28. Act<br />Send a comment<br />Recommend this presentation to a friend<br />Download and enhance this presentation<br />Participate in the first Marketing(e) collective book Send an email to: contact (at)<br />
  29. 29. About me<br />Salah-Eddine Benzakour : Marketer(e)<br /><br /><br />
  30. 30. Appendix<br />
  31. 31. Facts Sources<br />Photo background premier slide : TTDesign @ Flickr -<br />E-Commerce, the Consumer Decision Process, and the Theory of Reasoned Action:<br /><br />How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car<br /><br />Computer history<br /><br />YAHOO! AND OMD REVEAL STUDY DEPICTING LIFE WITHOUT THE INTERNET<br /><br />Younger generation can&apos;t live without Internet<br /><br />World internet stats<br />
  32. 32. Thankyou<br />