Introduction to marketing


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A brief trends overview is my contribution for the first MANG6184 lecture on 7th October.

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  • Google has changed purchase behaviour in the UK in the last ten years.Interestingly Google has the highest awareness of any brand in the world (Nielsen 2009). Yet Google has never advertised, neither has Amazon.
  • Micro processors are mass devices that go into many devices but increasingly the “communicating glue” is Internet technology.For example; TVs are becoming Internet enable e.g. Project Canvas.
  • In the UK 1 million iPhones were sold by O2 in 2008. UK phone networks expect that half of their customers will be “always connected to the Internet” in fours years time.
  • Introduction to marketing

    1. 1. Introduction to Marketing<br />Lisa Harris and Paul Harrigan<br />30/9/2010<br />
    2. 2.
    3. 3. “Change we can believe in”<br />$28m average raised per month in online donations during 2008<br />92m views of display ads per month<br />2.2m site visitors per month<br />9.8m video views on YouTube<br />5,455,665 supporters of the Obama Facebook Group<br />285,467 followers on Twitter<br />
    4. 4. Why do you use social media?<br />
    5. 5. How do you use social media?<br />
    6. 6. Internet technology has changed the world<br /><ul><li>Years it took to reach an audience of 50 million:</li></ul>Radio 50 years<br />TV 13 years<br />Internet 4 years<br />iPod 3 years<br />2 years<br />2 years<br />1 in 8 marriages in US now as a result of online dating.<br />US Dept Commerce<br />
    7. 7. The Internet has changed purchase behaviour<br />1999 <br />2009 <br /><ul><li>3.9 billion Internet searches in the UK in a month (ComScore June 2008)
    8. 8. Google’s UK ad revenue was £1.9 billion in 2008 – ITV’s TV ad revenue was £1.5 billion
    9. 9. Google has the highest awareness of any brand in the world (Nielsen 2009) – without any advertising </li></li></ul><li>Online Retail Trend<br />Choice...<br />“...the activity and processes for creating, communicating and delivering offerings that have value for customers...”<br />Good Online Retailer in 2010 will stock 30,000 lines<br />High Street store typically stocks 800 lines<br />Good Online Retailer in 2009 typically stocks 18,000 lines<br />
    10. 10. Digital marketing isn’t just the Internet <br />Microprocessors are going into many different devices<br />...and 3 screens are now becoming mainstream...<br />When I want it and Where I want it.<br />
    11. 11. Touch screen mobiles are becoming popular <br />...and so will Internet video on mobile devices...<br /><ul><li>Its not so much the iPhone but the large touch screen that has produced the first </li></ul>usable Internet <br />browsing mobile <br />device... <br />...and 3G “all you can eat” connections.<br />UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years. <br />
    12. 12. Facebook spreads across the web...<br />
    13. 13. Online advertising spend overtakes TV<br />Online advertising represented 23.5% of total spend, ahead of TV’s 21.9% (Oct 2009)<br />UK advertisers spent £3.54 billion online in 2009 – an increase by 5.7% compared to 2008<br />Expenditure on all offline advertising sectors declined in 2009 <br />Recession has accelerated this trend <br />
    14. 14. 13<br /> Web advertising grows from smallest to largest in 6 years<br />£ millions<br />TV Advertising<br />Web Advertising<br />Press Display<br />Direct Mail<br />Press Classified<br />Outdoor<br />Radio<br />source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003<br />
    15. 15. Trends in technology<br />Eric Qualmann video ( 4 mins)<br />Did you know 4? (5 mins)<br />10 Years of changes in technology, BBC report by Rory Cellan-Jones (3 mins):<br /> (Future of Shopping, Cisco, 1 min) <br />
    16. 16. Getting started: your blog<br />To post to your PDP blog, you will need to visit<br />There are separate documents posted on Blackboard (in the MANG6184 Introduction to Marketing folder) showing you <br />‘Welcome’ and ‘Learning Together’ presentations<br />The PDP tasks and deadlines for Semester 1<br />
    17. 17. Getting started:<br />
    18. 18. Getting started:<br />
    19. 19. Thank you!<br /> You are welcome to follow me on any of my social media sites:<br /><br /><br /><br /><br /><br /><br />