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Marketing Online Max Ramaciotti


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This document is part of my Marketing online course. Thanks to all the sources, that I try to always mention and link

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Marketing Online Max Ramaciotti

  1. 1. Lezione 1 Lesson 1 Introduction, scope, key concepts Timing Excel - 13 - Max Ramaciotti
  2. 2. Me Me - 14 - Max Ramaciotti
  3. 3. Me online Maxrama - 15 - Max Ramaciotti
  4. 4. You You - 16 - Max Ramaciotti
  5. 5. You: sharing info You Where are you from? What do you think about WEB & FASHION YOU What you want to became? - 17 - Max Ramaciotti
  6. 6. The Course The Course - 18 - Max Ramaciotti
  7. 7. The Course: HOW The Course - HOW Content selected by me Discuss results Understand Theory Your discovery HOW My selection Your Elaborate Discover Best Virtual company Ideas practice Your research - 19 - Max Ramaciotti
  8. 8. The Course: WHAT The Course - WHAT How to brief a supplier The Analysis Ecommerce Define the Goals WHAT The Web Site Writing Online How promotion and ADV change Social networks - 20 - Max Ramaciotti
  9. 9. The Course: Digital Ecosystem The Course: Digital Ecosystem ABOUT THE DIGITAL ECOSYSTEM As in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous. A "digital ecosystem" has been developing around us, going far beyond the desktop and quickly spreading through every type of device available. "An ecosystem is a system whose members benefit from each other's participation via symbiotic relationships (positive sum relationships)." as for the digital ecosystem, it is a "digital environment" populated by "digital species" which can be software components, applications, online services, information, business models, etc. As in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous. Now in the digital ecosystem, you will be able to see the new digital species that are emerging and which will help cleanse the ecosystem, bringing back the power to the user. - 21 - Max Ramaciotti
  10. 10. The Course: Digital ecosystem (online) The Course - WHAT - 22 - Max Ramaciotti
  11. 11. The Course: Digital ecosystem The Course - WHAT - 23 - Max Ramaciotti
  12. 12. Digital Ecosystems Definitions The Course - WHAT Digital Business Ecosystems (DBEs) defined The DBE website defines a DBE as the enabling technologies and the paradigms supporting Regional Growth and Innovation in Business Ecosystems mainly composed by SMEs. It goes on to elaborate that…. A natural life ecosystem is defined as a biological community of interacting organisms plus their physical environment. In the same way, a business ecosystem is "the network of buyers, suppliers and makers of related products or services” plus the socio-economic environment, including the institutional and regulatory framework. A digital ecosystem is a self-organising digital infrastructure aimed at creating a digital environment for networked organisations that supports the cooperation, the knowledge sharing, the development of open and adaptive technologies and evolutionary business models. The digital ecosystem approach transposes the concepts to the digital world, reproducing the desiderable mechanisms of natural ecosystems. As several interacting natural ecosystems exist, several digital ecosystems exists due to differentiation and the development of endemic product and services tailored to specific local needs. A digital ecosystem results from the combination of : 1) the free digital ecosystem knowledge- and service-oriented infrastructure, as a public common resource ; 2) the digital components, services and the formalised knowledge which "populate" such infrastructure . A digital ecosystem means to be the ICT-enabling technology for business ecosystems based on the dynamic and amorphous interaction among a multiplicity of small organisations. Business Ecosystem + Digital Ecosystem = ( Innovation Ecosystems or Digital Business Ecosystem ) A Digital Business Ecosytem or Innovation Ecosystem results from the structurally coupled and co-evolving digital ecosystem and business ecosystem. A network of digital ecosystems, will offer opportunities of participation in the global economy to SMEs and to less developed or remote areas. These new forms of dynamic business interactions and global co-operation among organisations and business communities, enabled by digital ecosystem technologies, are deemed to foster local economic growth. This will preserve local knowledge, culture and identity and contribute to overcome the digital divide. Download the DBE book (240 pages) Check the Table of Contents Download Full Book (low res 5.56MB) Download Full Book (high res 85MB) - 24 - Max Ramaciotti
  13. 13. The Course: WHY The Course - WHY Brief Orientation Engagement WHY Analysis Develop skills Evaluation Strategy design - 25 - Max Ramaciotti
  14. 14. Marketing & Marketing Online 1. Segmentation, 9. Process 2. Targeting, 8. Service, Traditional 3. Positioning, Marketing 7. Brand, 4. Differentiation, 6. Selling, 5. Marketing-Mix (Product, Price, Place, Promotion), 1. Communitization, 9. Collaboration 2. Confirming, 8. Caring, New Wave 3. Clarifying, Marketing 7. Character, 4. Coding, 6. Commercialization, 5. Crowd-Combo (Co-Creation, Currency, Communal Activation, Conversation), - 26 - Max Ramaciotti
  15. 15. Your Company Your Company - 27 - Max Ramaciotti
  16. 16. Your company Your Company Create a group Apply theory Define Company Highligts To do Your Goal Select best practice Company Define company goal Produce ideas - 28 - Max Ramaciotti
  17. 17. Your Company Your Company: Higligts 1. Haute Couture: 1. Define the segment a. Synonymous with “high fashion,” haute couture is a derivative of the French term “high sewing.” In France, the label “haute couture” is a protected designation. Designers, who attain this elusive and oft coveted title, 1. Haute couture produce custom-made clothing for the worldʼs most influential and wealthiest. a. is the most expensive and exclusive of all four segments. It is occupied by only 2. Luxury: a handful of companies that produce a. Pret-a-Porter or “Ready to Wear” is one-step down from custom-made clothing for the world's Haute Couture relative to price and exclusivity, but still wealthiest individuals. serves a discerning and well to do client. 2. The luxury segment 3. Contemporary: a. is a step down in terms of quality and a. This fashion forward segment presents mid-priced price, but still serves a wealthy clientele. fashions both fashion forward and quality driven. 3. Affordable luxury Oftentimes, these designers interpret fashions from the couture houses, making these fashions readily a. targets "aspirational" consumers, those accessible. who are not rich enough to afford luxury brands but will accept lower-priced 4. Fast Fashion: alternatives. a. Quickly produced product in a cost efficient manner, 4. Mainstream brands delivering “high fashion looking” garments, at the lowest price possible. Relates to the manner of which items from a. The goal is mass appeal; they sacrifice the runway manufactured predominantly overseas with an air of exclusivity for popularity. an extremely efficient turnaround. 5. Discount brands 5. Discount: a. cater to low-income consumers. a. Usually looked at loss leaders, have quickly adapted to the fast fashion concepts leveraging their consumerʼs buying power and reputation to fashion exclusive designer collections. understanding-the-new-segments-within-plus-size- fashion/ - 29 - Max Ramaciotti
  18. 18. Your Company Your Company: Higligts 2. Define the offer Products Markets Offer Services - 30 - Max Ramaciotti
  19. 19. Your Company Your Company: Higligts 3. Define the goals Brand extension in another industry Relaunch the brand Goals Introduce ecommerce Launch a new line for young Internationalisation - 31 - Max Ramaciotti
  20. 20. Principles Some principles - 32 - Max Ramaciotti
  21. 21. Cluetrain manifesto The Cluetrain Manifesto - 1999 A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter —and getting smarter faster than most companies. These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. the cluetrain manifesto No wonder networked markets have no respect for companies unable or unwilling to speak as they do. But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf. - 33 - Max Ramaciotti
  22. 22. Web 2.0 In the opening talk of the first Web 2.0 conference (October 2004), O'Reilly and John Battelle summarized what they saw as the themes of Web 2.0. They argued that the web had become a platform, with software above the level of a single device, leveraging the power of the "Long Tail", and with data as a driving force. According to O'Reilly and Battelle, an architecture of participation where users can contribute website content creates network effects. - 34 - Max Ramaciotti
  23. 23. Il contenuto How Web Content changes - 35 - Max Ramaciotti
  24. 24. Five Mutable Laws The Five Mutable Laws of Web Marketing, by Dr. Ralph F. Wilson 1. The Law of the Dead End Street a. The first law goes like this: Setting up a website is like building a storefront on a dead-end street. If you want any shoppers, you must give them a reason to come. 2. The Law of Giving and Selling a. An important element of Web culture is "free stuff." The Law of Giving and Selling says: Attract visitors to your site by giving away something free, and then try to sell something additional to those who visit. 3. The Law of Trust a. Assuming your products or services are priced competitively and are of good quality, your most significant sales barrier is trust. Trust is the essential lubricant of Web business; without trust, business grinds to a halt. 4. The Law of Pull and Push a. The Fourth Mutable Law of Web marketing is: Pull people to The Five Mutable Laws of Web Marketing your site by your attractive content, then push quality information to them regularly via e-mail. 5. The Law of the Niche a. The Law of the Niche is last but not least. Let me state it this way: Big businesses like and Wal-Mart have the money and clout to "own" whole segments of the marketplace. Small businesses succeed by finding niches that are either unfilled or only partially filled, and filling them with excellence. - 36 - Max Ramaciotti
  25. 25. 15 Princicples 15 Principles of Internet Marketing, Conversation Marketing 1. No one's lives depend on what we do. 2. But people's livelihoods do. So take your work seriously, and take pride in it. 3. 75% of your audience uses a search engine to find you. Get used to it. All the banners and 'viral' marketing on earth won't come close to results produced by a top 5 ranking for a relevant phrase. 4. But, a broad base is better. Don't rely on just one marketing vehicle. Build a complete internet marketing strategy that includes, at a minimum, paid search, organic search, e-mail and online PR. 5. Never underestimate the power of an angry customer. 6. Never underestimate the power of a happy customer. 7. Pretty is great. Easy is better. 8. You're not the customer. 9. Karma exists. Treat customers and prospective customers with respect, and they'll reciprocate. Spam them, annoy them, and lie to them, and they'll retaliate. 10. Risk is necessary. 15 Principles of Internet Marketing | 11. Risk without measurement is suicide. Analytics are a must. Internet Marketing Strategy: Conversation Marketing 12. IT is not marketing. Don't make them run the web site. It's not fair to anyone. 13. A web site does not equal an internet marketing strategy. 14. Plan, but adapt. Don't be stubborn. Listen to what your customers tell you in their response. 15. All marketing has a message. What's yours? - 37 - Max Ramaciotti
  26. 26. @Home @ Home - 38 - Max Ramaciotti
  27. 27. Untitled Your Homework A company name Segment Shall contain: Offer Your company Define details of Your Company Deliverable @home Task Goals Lesson 1 Your expectation on the course A presentation that will be done in class bulletted list your expectation - 39 - Max Ramaciotti