Zilele Biz 2007 (Summary)

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Zilele Biz 2007 (Summary)

  1. 1. Zilele Biz 2007 Marketing & Advertising <ul><li>Summary: </li></ul><ul><ul><ul><ul><li>Paul Garisson &quot;Noile reguli ale marketingului“ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marcin Wosniak “ Internet advertising market in Poland” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lucian Despoiu “Social Networking Marketing” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mugur Patrascu “Studiu - 3 Tipuri de noi Consumatori” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Dan Petre & Dragos Iliescu “Profilul Psihologic al Bloggerului de marcom” </li></ul></ul></ul></ul>
  2. 2. Paul Garisson: &quot;Noile reguli ale marketingului&quot; <ul><li>Paul Garisson - Profesor de Marketing si Decan, CEU Business School </li></ul><ul><li>Marketing is about: </li></ul><ul><ul><ul><ul><ul><li>selling more stuff </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>to more people </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>for more money </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>more often </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>more efficiently </li></ul></ul></ul></ul></ul>
  3. 3. Paul Garisson: &quot;Noile reguli ale marketingului&quot; <ul><li>What is Marketing? </li></ul><ul><li>Promotions, brochures </li></ul><ul><li>How to get to the market </li></ul><ul><li>Logos, graphic </li></ul><ul><li>It’s about changing the dialog </li></ul><ul><li>Awareness </li></ul><ul><li>360 campaign </li></ul><ul><li>Advertising/ Ads campaigns </li></ul><ul><li>Customer value </li></ul>Marketing is NOT: Marketing is:
  4. 4. Paul Garisson: &quot;Noile reguli ale marketingului&quot; <ul><li>In numeroase cazuri, businessul este condus dupa reguli de rutina, bazate pe experientele anterioare, dar care nu conduc la rezultate remarcabile. De aceea, aparitia unor noi reguli este absolut necesara. </li></ul>marketing is business; it's about delivering customer experience marketing is a function focus on customer relevance and integrate that in everything you do focus with a consistent look and integrate it in everything you do awareness is irrelevant; customers understand the brand's value awareness is king focus on outcomes focus on activities budget later, strategic plans first budget first New Rules Old Rules
  5. 5. Paul Garisson: &quot;Noile reguli ale marketingului&quot; <ul><li>Alte insight–uri: </li></ul><ul><ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” (Charles Darwin) </li></ul></ul><ul><ul><li> referitor la cat de importanta este adaptarea in business </li></ul></ul><ul><ul><li>“ Other players go to where the puck is. Go to where the puck is going to be..” (Wayne Gretzky ) </li></ul></ul><ul><ul><ul><li>referitor la paradigma leadershipului practicata la CEU Budapest </li></ul></ul></ul>
  6. 6. Marcin Wosniak: “Internet advertising market in Poland” <ul><li>Marcin Wosniak - Managing Director ARBOinteractive EUROPE </li></ul><ul><li>Internet penetration (forecasts): +47% in 2009; +50% in 2010; </li></ul><ul><li>Broadband penetration in 2007: 22% </li></ul><ul><li>Internet users in Poland in 2007: more than 12 mil </li></ul><ul><li>Audience pt best tv shows: 10 mil; gazette: 2 mil; </li></ul><ul><li>Arbomedia Poland – advertising formats: bildboards, duble bilboards, screening, provideo; </li></ul><ul><li>Arbomendia Poland – research: brand awarness, brand imagine, interest to buy, how the campaign is remembered; </li></ul>
  7. 7. Lucian Despoiu “Social Networking Marketing” <ul><li>Social Networking: </li></ul><ul><ul><ul><li>Online Communities; </li></ul></ul></ul><ul><ul><ul><li>CollaborativemProjects; </li></ul></ul></ul><ul><ul><ul><li>Blogs; </li></ul></ul></ul><ul><ul><ul><li>Wiki; </li></ul></ul></ul><ul><ul><ul><li>Files Sharing; </li></ul></ul></ul><ul><ul><ul><li>Prosumers: “ Prosumer is a portmanteau formed by contracting either the word pro ducer or pro fessional with the word con sumer . The term has taken on multiple conflicting meanings: the business sector sees the prosumer (professional–consumer) as a market segment, whereas economists see the prosumer (producer–consumer) as having greater independence from the mainstream economy.”(Wikipedia) </li></ul></ul></ul>
  8. 8. Mugur Patrascu “ Studiu realizat pe 3 tipuri de noi consumatori” <ul><li>3 tipuri de noi consumatori: </li></ul><ul><ul><ul><li>Adolescenti (17 ani) </li></ul></ul></ul><ul><ul><ul><li>Adultul Tanar (barbat 28 ani) </li></ul></ul></ul><ul><ul><ul><li>Adultul Tanar (femeie 30 ani) </li></ul></ul></ul><ul><li>Studiul despre tineri se afla aici: http://www.leoburnett.ro/LeoYouth_main_findings.pdf </li></ul>
  9. 9. Dan Petre & Dragos Iliescu: “Profilul psihologic al bloggerului de marcom” <ul><li>Prezentarea cercetarii se afla aici: </li></ul><ul><li>http://danpetre.files.wordpress.com/2007/11/profil-ami.pdf </li></ul>

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