[	  service	  marke,ng	  ]	  Service	  marke+ng	  in	  the	  digital	  age	      and	  the	  importance	  of	  data	  
web	                                                     analy+cs	                                 marke+ng	              ...
web	                                                   analy+cs	                                 marke+ng	                ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
perishable	                                 marke,ng	  [	  august	  2008	  ]	                      [	  datalicious.com	  ]...
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  the	  right	  mix	  ]	                                                                place	                          ...
[	  aida(s)	  ]	      old	  media	      new	  media	          awareness	            interest	     desire	     ac+on	     s...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
break	                                  yay!	  [	  august	  2008	  ]	                 [	  datalicious.com	  ]	  
[	  promo,on	  ]	                                            audiences	                                 pla>orms	         ...
[	  online	  oxygen	  ]	                                     online	  oxygen	  =	  digital	  way	  of	  life	      [	  aug...
rewiring	  brains	  =	  different	  neural	  pathways	  [	  august	  2008	  ]	                                [	  datalicio...
quick	  and	  ruthless	  =	  reduced	  aCen,on	  spans	  [	  august	  2008	  ]	                              [	  datalicio...
[	  basic	  human	  needs	  ]	                                 web	  2.0	  [	  august	  2008	  ]	                      [	 ...
[	  flickr.com	  ]	                     Iden,fy	  the	  influencers	  and	  advocates	  [	  august	  2008	  ]	           [	 ...
[	  promo,on	  ]	                                            audiences	                                 pla>orms	         ...
[	  digital	  media	  ]	                                                 >	  50%	  digital	  by	  2008	  	  [	  august	  2...
[	  australia	  ]	  [	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  digital	  universe	  today	  ]	  [	  august	  2008	  ]	     [	  source:	  isobar	  ]	     [	  datalicious.com	  ]	  
[	  virtual	  shopfront	  ]	             what	  if	  your	  store	  is	  not	  listed	  in	  Google?	  [	  august	  2008	 ...
[	  promo,on	  ]	                                            audiences	                                 pla>orms	         ...
[	  recall	  scores	  collapse	  ]	                                 %	  recall	  one	  day	  aFer	  adver+sing	  message	 ...
[	  unpopular	  ads	  ]	  [	  august	  2008	  ]	       [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  broadband	  video	  ]	  [	  august	  2008	  ]	         [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  viral	  branding	  ]	                                                        loss	  of	  control?	  [	  august	  2008	...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  social	  australia	  ]	  [	  august	  2008	  ]	          [	  datalicious.com	  ]	  
[	  age	  of	  synthesisers	  ]	                                        web	  2.0	                                        ...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  fat	  head	  vs.	  long	  tail	  ]	                                 one2many	              Volume	                    ...
[	  blogsphere	  	  2003	  –	  2006	  ]	                                 exponen,al	  growth	  [	  august	  2008	  ]	     ...
[	  back	  to	  basics	  ]	                                                           search	    service	  (7Ps)	    produ...
[	  new	  marketplace	  ]	  [	  august	  2008	  ]	         [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
[	  case	  study	  ]	  §  The	  7Ps	  of	  service	  marke+ng	               –  Simpsons	  of	  PoPs	  Point	  Hotel	  ex...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
[	  newsleCers,	  blogs	  ]	  §  hPp://www.emarketer.com/	  	  §  hPp://www.techcrunch.com/	  	  §  hPp://www.smartbrie...
[	  newsleCers,	  blogs	  ]	  §  hPp://www.lifehacker.com/	  	  §  hPp://www.useit.com/alertbox/	  	  §  hPp://weblogs....
[	  trends,	  char,ng	  ]	  §  hPp://www.hitwise.com.au/datacenter	  	  §  hPp://www.google.com/trends	  	  §  hPp://ww...
[	  research,	  sta,s,cs	  ]	  §  hPp://www.etcnewmedia.com/	  	  §  hPp://www.internetworldstats.com/	  	  §  hPp://ww...
[	  research,	  sta,s,cs	  ]	  §  hPp://www.jupiterresearch.com/	  §  hPp://www.pewinternet.org	  	  §  hPp://www.atlas...
[	  today’s	  ar,cles	  ]	  §        hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/	  §        hPp://www...
[	  august	  2008	  ]	     [	  datalicious.com	  ]	  
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Service Marketing in the Digital Age

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The presentation illustrates the role of service marketing in the digital age and discusses the importance of data.

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Service Marketing in the Digital Age

  1. 1. [  service  marke,ng  ]  Service  marke+ng  in  the  digital  age   and  the  importance  of  data  
  2. 2. web   analy+cs   marke+ng   customer   campaigns   databases   “Helping  companies     data     op/mize  their  marke/ng  strategy     insights   by  providing  ac/onable  insights     ac+on   based  on  solid  data  analysis.”   media     customer   plans   profiles   target   segments  [  august  2008  ]   [  datalicious.com  ]  
  3. 3. web   analy+cs   marke+ng   customer   campaigns   databases   data     insights   ac+on   media     customer   plans   profiles   target   segments  [  august  2008  ]   [  datalicious.com  ]  
  4. 4. [  august  2008  ]   [  datalicious.com  ]  
  5. 5. [  august  2008  ]   [  datalicious.com  ]  
  6. 6. perishable   marke,ng  [  august  2008  ]   [  datalicious.com  ]  
  7. 7. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  8. 8. [  august  2008  ]   [  datalicious.com  ]  
  9. 9. [  august  2008  ]   [  datalicious.com  ]  
  10. 10. [  august  2008  ]   [  datalicious.com  ]  
  11. 11. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  12. 12. [  august  2008  ]   [  datalicious.com  ]  
  13. 13. [  august  2008  ]   [  datalicious.com  ]  
  14. 14. [  august  2008  ]   [  datalicious.com  ]  
  15. 15. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  16. 16. [  august  2008  ]   [  datalicious.com  ]  
  17. 17. [  august  2008  ]   [  datalicious.com  ]  
  18. 18. [  august  2008  ]   [  datalicious.com  ]  
  19. 19. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  20. 20. [  august  2008  ]   [  datalicious.com  ]  
  21. 21. [  august  2008  ]   [  datalicious.com  ]  
  22. 22. [  august  2008  ]   [  datalicious.com  ]  
  23. 23. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  24. 24. [  august  2008  ]   [  datalicious.com  ]  
  25. 25. [  august  2008  ]   [  datalicious.com  ]  
  26. 26. [  august  2008  ]   [  datalicious.com  ]  
  27. 27. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  28. 28. [  august  2008  ]   [  datalicious.com  ]  
  29. 29. [  august  2008  ]   [  datalicious.com  ]  
  30. 30. [  august  2008  ]   [  datalicious.com  ]  
  31. 31. [  the  right  mix  ]   place   promo,on   product   mix   physical   price   evidence   process   people  [  august  2008  ]   [  datalicious.com  ]  
  32. 32. [  aida(s)  ]   old  media   new  media   awareness   interest   desire   ac+on   sa+sfac+on   social  media  [  august  2008  ]   [  datalicious.com  ]  
  33. 33. [  august  2008  ]   [  datalicious.com  ]  
  34. 34. break   yay!  [  august  2008  ]   [  datalicious.com  ]  
  35. 35. [  promo,on  ]   audiences   pla>orms   content  [  august  2008  ]   [  datalicious.com  ]  
  36. 36. [  online  oxygen  ]   online  oxygen  =  digital  way  of  life   [  august  2008  ]   [  datalicious.com  ]  
  37. 37. rewiring  brains  =  different  neural  pathways  [  august  2008  ]   [  datalicious.com  ]  
  38. 38. quick  and  ruthless  =  reduced  aCen,on  spans  [  august  2008  ]   [  datalicious.com  ]  
  39. 39. [  basic  human  needs  ]   web  2.0  [  august  2008  ]   [  source:  maslow  ]   [  datalicious.com  ]  
  40. 40. [  flickr.com  ]   Iden,fy  the  influencers  and  advocates  [  august  2008  ]   [  source:  isobar,  lococitato]   [  datalicious.com  ]  
  41. 41. [  promo,on  ]   audiences   pla>orms   content  [  august  2008  ]   [  datalicious.com  ]  
  42. 42. [  digital  media  ]   >  50%  digital  by  2008    [  august  2008  ]   [  source:  carat  ]   [  datalicious.com  ]  
  43. 43. [  australia  ]  [  august  2008  ]   [  datalicious.com  ]  
  44. 44. [  digital  universe  today  ]  [  august  2008  ]   [  source:  isobar  ]   [  datalicious.com  ]  
  45. 45. [  virtual  shopfront  ]   what  if  your  store  is  not  listed  in  Google?  [  august  2008  ]   [  source:  jeffrey  cole,  surveying  the  digital  future  ]   [  datalicious.com  ]  
  46. 46. [  promo,on  ]   audiences   pla>orms   content  [  august  2008  ]   [  datalicious.com  ]  
  47. 47. [  recall  scores  collapse  ]   %  recall  one  day  aFer  adver+sing  message  [  august  2008  ]   [  source:  nad,  nielsen  ]   [  datalicious.com  ]  
  48. 48. [  unpopular  ads  ]  [  august  2008  ]   [  datalicious.com  ]  
  49. 49. [  august  2008  ]   [  datalicious.com  ]  
  50. 50. [  broadband  video  ]  [  august  2008  ]   [  datalicious.com  ]  
  51. 51. [  august  2008  ]   [  datalicious.com  ]  
  52. 52. [  viral  branding  ]   loss  of  control?  [  august  2008  ]   [  source:  xtract  ]   [  datalicious.com  ]  
  53. 53. [  august  2008  ]   [  datalicious.com  ]  
  54. 54. [  august  2008  ]   [  datalicious.com  ]  
  55. 55. [  social  australia  ]  [  august  2008  ]   [  datalicious.com  ]  
  56. 56. [  age  of  synthesisers  ]   web  2.0   10%   1%   100%   Synthesisers   Consumers     Creators   find,  adapt,     start  groups,   search  for     and  find     add  to  and     create  and   content   share     publish    [  august  2008  ]   [  source:  isobar  ]   [  datalicious.com  ]  
  57. 57. [  august  2008  ]   [  datalicious.com  ]  
  58. 58. [  fat  head  vs.  long  tail  ]   one2many   Volume   one2one   Varia,ons  [  august  2008  ]   [  source:  chris  anderson  ]   [  datalicious.com  ]  
  59. 59. [  blogsphere    2003  –  2006  ]   exponen,al  growth  [  august  2008  ]   [  source:  technora+]   [  datalicious.com  ]  
  60. 60. [  back  to  basics  ]   search   service  (7Ps)   product  (5Ps)   company   promo,on   consumer   experience   brand   wom,  blogs,  emails,   reviews,  communi+es,   social  networks,  photo   sharing,  video  sharing  [  august  2008  ]   [  source:  don  schultz,  northwestern  university  ]   [  datalicious.com  ]  
  61. 61. [  new  marketplace  ]  [  august  2008  ]   [  datalicious.com  ]  
  62. 62. [  august  2008  ]   [  datalicious.com  ]  
  63. 63. [  august  2008  ]   [  datalicious.com  ]  
  64. 64. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  case  study  ]  [  august  2008  ]   [  datalicious.com  ]  
  65. 65. [  august  2008  ]   [  datalicious.com  ]  
  66. 66. [  august  2008  ]   [  datalicious.com  ]  
  67. 67. [  august  2008  ]   [  datalicious.com  ]  
  68. 68. [  case  study  ]  §  The  7Ps  of  service  marke+ng   –  Simpsons  of  PoPs  Point  Hotel  example   §  Most  popular  hotel  for  Sydney  on  TripAdvisor.com   §  High  organic  Google  ranking  for  “PoPs  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  presen+ng  results   –  Present  the  7Ps  of  service  marke+ng   §  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. 69. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  useful  links  ]  [  august  2008  ]   [  datalicious.com  ]  
  70. 70. [  newsleCers,  blogs  ]  §  hPp://www.emarketer.com/    §  hPp://www.techcrunch.com/    §  hPp://www.smartbrief.com/iab/    §  hPp://www.marke+ngvox.com/    §  hPp://www.imediaconnec+on.com/    §  hPp://www.trendwatching.com/    §  hPp://www.springwise.com/  [  august  2008  ]   [  datalicious.com  ]  
  71. 71. [  newsleCers,  blogs  ]  §  hPp://www.lifehacker.com/    §  hPp://www.useit.com/alertbox/    §  hPp://weblogs.hitwise.com/  §  hPp://www.wired.com/    §  hPp://www.technora+.com/weblog/    §  hPp://del.icio.us/cbartens/ar+cles/    [  august  2008  ]   [  datalicious.com  ]  
  72. 72. [  trends,  char,ng  ]  §  hPp://www.hitwise.com.au/datacenter    §  hPp://www.google.com/trends    §  hPp://www.google.com/zeitgeist    §  hPp://www.blogpulse.com/  §  hPp://www.alexa.com/    §  hPp://www.compete.com/    §  hPp://www.visualcomplexity.com/vc/  [  august  2008  ]   [  datalicious.com  ]  
  73. 73. [  research,  sta,s,cs  ]  §  hPp://www.etcnewmedia.com/    §  hPp://www.internetworldstats.com/    §  hPp://www.doubleclick.com/    §  hPp://www.digitalcenter.org/    §  hPp://www.online-­‐publishers.org/    §  hPp://www.clickz.com/    §  hPp://www.nngroup.com/    [  august  2008  ]   [  datalicious.com  ]  
  74. 74. [  research,  sta,s,cs  ]  §  hPp://www.jupiterresearch.com/  §  hPp://www.pewinternet.org    §  hPp://www.atlassolu+ons.com/ins+tute  §  hPp://adlab.microsoF.com/    §  hPp://searchmarke+ng.yahoo.com/    §  hPp://adwords.google.com/    §  hPp://www.googspy.com/    [  august  2008  ]   [  datalicious.com  ]  
  75. 75. [  today’s  ar,cles  ]  §  hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/  §  hPp://www.springwise.com/tourism_travel/effortless_online_travel_organ/  §  hPp://www.springwise.com/tourism_travel/facilita+ng_cab_shares_to_the/  §  hPp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/  §  hPp://www.springwise.com/marke+ng_adver+sing/for_a_reward_crowds_name_new_p/  §  hPp://www.springwise.com/style_design/customermanufactured/  §  hPp://www.springwise.com/automo+ve/pricehub_used_cars_price_trans/  §  hPp://www.springwise.com/homes_housing/real_estate_30_update/  §  hPp://www.springwise.com/entertainment/music_at_market_prices_update/  §  hPp://www.springwise.com/life_hacks/transparency_tyranny_hits_the/  §  hPp://www.springwise.com/media_publishing/usergenerated_video_for_the_co/  §  hPp://www.springwise.com/tourism_travel/hotel_search_video_completes_t/  §  hPp://www.springwise.com/media_publishing/product_popularity_polls_ilike/  §  hPp://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/  §  hPp://en.wikipedia.org/wiki/Zappos.com  §  hPp://en.wikipedia.org/wiki/Crowdsourcing  §  hPp://en.wikipedia.org/wiki/User-­‐generated_content  §  hPp://en.wikipedia.org/wiki/Social_media  §  hPp://en.wikipedia.org/wiki/Social_marke+ng  §  hPp://en.wikipedia.org/wiki/Influencer_marke+ng  §  hPp://www.trendwatching.com/trends/transparency.htm  §  hPp://www.trendwatching.com/trends/customer-­‐made.htm  [  august  2008  ]   [  datalicious.com  ]  
  76. 76. [  august  2008  ]   [  datalicious.com  ]  

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