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Session #2 2012

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Session #2 2012

  1. 1. Text Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
  2. 2. A strategy is a long term plan of action in order to achieve a particular outcome.
  3. 3. A tactic is a specific method or action that contributes to achieving a goal.
  4. 4. 8 Keys to a business model
  5. 5. 1. Value Proposition “The brand promise”
  6. 6. Success
  7. 7. <ul><li>Find the info I need quickly and easily </li></ul><ul><li>Get breaking news as it happens </li></ul><ul><li>Find practically any item. </li></ul><ul><li>You can do it. We can help </li></ul>
  8. 8. <ul><li>Brand Personality </li></ul><ul><li>User Values </li></ul><ul><li>Emotional Rewards </li></ul><ul><li>Functional Benefits </li></ul><ul><li>Product Features </li></ul>Brand Pyramid
  9. 9. <ul><li>Smart. Innovative. Honest. </li></ul><ul><li>Efficient. Effective </li></ul><ul><li>I feel smarter. My curiosity is satisfied </li></ul><ul><li>I find stuff faster. It ’s easy </li></ul><ul><li>Fast, accurate </li></ul>Brand Pyramid
  10. 10. <ul><li>Examples of Value propositions: </li></ul><ul><li>Better prices </li></ul><ul><li>Fast and attentive customer service </li></ul><ul><li>Superior quality </li></ul><ul><li>Easy to use / convenient </li></ul><ul><li>Huge selection </li></ul><ul><li>Customizable </li></ul><ul><li>Community </li></ul>
  11. 11. 2. Revenue Model
  12. 12. <ul><li>Types of Revenue Models </li></ul><ul><li>Ad Revenue: AOL </li></ul><ul><li>Subscription: Netflix </li></ul><ul><li>Mixed Ad/Subscription: New York Times </li></ul><ul><li>Sales- Retail: Amazon </li></ul><ul><li>Transaction Fee: E*Trade </li></ul><ul><li>Affiliate: Linkshare </li></ul>
  13. 13. 3. Market Opportunity
  14. 17. 4. Competitive Environment
  15. 18. What do they have in common?
  16. 19. <ul><li>When it comes to competitors </li></ul><ul><li>REMEMBER THE INFORMATION ECONOMY . </li></ul><ul><li>Who is competing with you on </li></ul><ul><li>CUSTOMER ATTENTION. </li></ul><ul><li>You might be surprised. </li></ul>
  17. 22. 5. Competitive Advantage 5. Competitive Advantage
  18. 23. <ul><li>Types of competitive advantage: </li></ul><ul><li>Cost leadership: Make it / sell it cheaper </li></ul><ul><li>Differentiation: Unique value that customers will pay a premium for. </li></ul><ul><li>Focus Strategy : Targeted, niche products or markets </li></ul>
  19. 24. FIRST MOVER ADVANTAGE?
  20. 27. 6. Marketing Tactics Media Search SEO/SEM Email Comparison Shopping Engines Viral / Content Marketing Social Media / WOM Affiliates
  21. 28. 7. Organizational Development
  22. 29. 8. Management team
  23. 30. Internet Business Models
  24. 31. Internet business models B2C B2B C2C/ C2B
  25. 32. P PEOPLE The 4 P ’s of Marketing
  26. 33. Products <ul><li>Products can be digital (e.g. software) </li></ul><ul><li>Technology aids with developing new products, whether digital or not </li></ul>
  27. 34. Price <ul><li>Easier access to comparative websites allows consumers to find lowest price </li></ul><ul><li>Organisations need to differentiate themselves, but should not rely on price </li></ul>
  28. 35. Place(ment) <ul><li>Digital products can be digitally distributed (e.g. download MP3) </li></ul><ul><li>Stores can be online (e.g. Amazon) </li></ul>
  29. 36. Promotion <ul><li>The Internet provides a wealth of promotional tools </li></ul><ul><li>Advertising, personal sales, promotions, public relations and more can be conducted online </li></ul><ul><li>Importantly: customers as promoters </li></ul>
  30. 37. What about “new” Ps?
  31. 38. Idris Mootee ’s 4 New P’s
  32. 40. 1. Personalization <ul><li>Internet allows for Mass Customization </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Experience </li></ul></ul>
  33. 41. Converse allows customers to create their own shoes. Text 1. Personalization
  34. 43. 2. Participation <ul><li>Social media and user generated content </li></ul><ul><li>Consumers collaborate with companies to create products </li></ul><ul><li>Rapid feedback loop </li></ul>
  35. 44. 2. Participation
  36. 45. Doritos Participation <ul><li>Crash the SuperBowl - UGC Ads </li></ul><ul><li>Viralocity: Name The Flavour </li></ul><ul><li>SuggestionBox / Facebook Page </li></ul>
  37. 46. Ratings and Reviews
  38. 47. 3. Predictive modeling
  39. 48. Peer- to -Peer <ul><li>Most trusted is “someone like me” </li></ul><ul><li>Social networks encourage interactions </li></ul><ul><li>Word of mouth can be more easily tracked </li></ul><ul><li>Equip engaged users with tools to share and promote </li></ul>
  40. 65. ANATOMY OF A MARKETING CAMPAIGN REACH > ENGAGE > CONVERT > SHARE <ul><li>EMAIL </li></ul><ul><li>FACEBOOK PAGE </li></ul><ul><li>GOOGLE ADWORDS </li></ul><ul><li>BANNER ADVERTISING </li></ul><ul><li>ORGANIC SEARCH </li></ul>LANDING PAGE SOCIAL MEDIA EMAIL OFFLINE W.O.M.

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