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Lesson 1         Introduction, scope, key concepts                                                 Timing Excel2012 Max Ra...
Me
Maxrama
You
You                              Where are you from      Your experience        with WEB &      YOU         FASHION       ...
The Course
The Course - WHY                        Brief                    Orientation            Engagement              WHY       ...
The Course - HOW                                                                  Content selected                        ...
The Course - WHAT                                               The Analysis                          Ecommerce           ...
The Course: Digital EcosystemABOUT THE DIGITAL ECOSYSTEMAs in the natural world, there are several ecosystems which have s...
The Course - WHAT    http://blog.dtdigital.com.au/insight/post/the-first-steps-in-making-your-business-social-online_25/
The Conversation Prism by Brian Solis and JESS3
The Course - WHAT  http://en.wikipedia.org/wiki/Digital_ecosystem
1. Segmentation,                9. Process                                                                2. Targeting,   ...
The RACE Digital Marketing Improvement Framework   Introducing RACE = A practical framework to improve your digitalDave Ch...
The Course - WHATDigital Business Ecosystems (DBEs) definedThe DBE website defines a DBE as the enabling technologies and th...
YourCompany
Your Company               Create a group                           Apply theory      Define Company Highligts   To do     ...
Your Company: Higligts                                                        1. Haute Couture:1. Define the               ...
Your Company: Higligts2. Define the offer                                          Products                         Markets...
Your Company: Higligts3. Define thegoals      Brand extension in another industry               Relaunch the brand         ...
Someprinciple
The Cluetrain Manifesto - 1999                                 A powerful global conversation has begun. Through          ...
In the opening talk of the first Web 2.0conference (October 2004), OReilly andJohn Battelle summarized what they saw asthe ...
The Long Tail, in anutshell                      The theory of the Long Tail is that our culture                      and ...
How Web Contentchanges
trendwatching.coms 12 Consumer Trends for 2012A Magazine Is an iPad That Does Not Work.m4v - YouTube
The Gamified World - YouTube
The Five Mutable Laws of Web Marketing, by Dr. Ralph F. Wilson                                            1. The Law of th...
15 Principles of Internet Marketing, Conversation Marketing                                            1.   No ones lives ...
@ Home
Your Homework   A company name           Segment                              Shall contain:                Offer         ...
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Ramaciotti digital media marketing 2012 Lesson 1

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Ramaciotti digital media marketing 2012 Lesson 1

  1. 1. Lesson 1 Introduction, scope, key concepts Timing Excel2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
  2. 2. Me
  3. 3. Maxrama
  4. 4. You
  5. 5. You Where are you from Your experience with WEB & YOU FASHION What do you expect
  6. 6. The Course
  7. 7. The Course - WHY Brief Orientation Engagement WHY Analysis Develop skills Evaluation Strategy design
  8. 8. The Course - HOW Content selected by me Understand Theory Discuss results Your discovery HOW My selection Your Elaborate Discover Best Project Ideas practice Your research
  9. 9. The Course - WHAT The Analysis Ecommerce Define the Goals Digital Identity WHAT The Web Site How promotion and ADV change Social networks
  10. 10. The Course: Digital EcosystemABOUT THE DIGITAL ECOSYSTEMAs 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, andothers which are endogenous.A "digital ecosystem" has been developing around us, going far beyond the desktop and quicklyspreading through every type of device available."An ecosystem is a system whose members benefit from each othersparticipation via symbiotic relationships (positive sumrelationships)." 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, otherswhich are similar having followed a process of adaptation to local conditions, and others whichare endogenous.Now in the digital ecosystem, you will be able to see the new digitalspecies that are emerging and which will help cleanse the ecosystem,bringing back the power to the user.
  11. 11. The Course - WHAT http://blog.dtdigital.com.au/insight/post/the-first-steps-in-making-your-business-social-online_25/
  12. 12. The Conversation Prism by Brian Solis and JESS3
  13. 13. The Course - WHAT http://en.wikipedia.org/wiki/Digital_ecosystem
  14. 14. 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),http://www.bobmarketing.com/new-wave-marketing/
  15. 15. The RACE Digital Marketing Improvement Framework Introducing RACE = A practical framework to improve your digitalDave Chaffey.
  16. 16. The Course - WHATDigital Business Ecosystems (DBEs) definedThe DBE website defines a DBE as the enabling technologies and the paradigms supporting Regional Growth and Innovation inBusiness 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 sameway, a business ecosystem is "the network of buyers, suppliers and makers of related products or services” plus the socio-economicenvironment, including the institutional and regulatory framework.A digital ecosystem is a self-organising digital infrastructure aimed at creating a digitalenvironment for networked organisations that supports the cooperation, the knowledge sharing, thedevelopment 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 naturalecosystems. As several interacting natural ecosystems exist, several digital ecosystems exists due to differentiation and thedevelopment 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 amorphousinteraction 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 andbusiness ecosystem. A network of digital ecosystems, will offer opportunities of participation in the global economy to SMEs and toless developed or remote areas. These new forms of dynamic business interactions and global co-operation among organisations andbusiness communities, enabled by digital ecosystem technologies, are deemed to foster local economic growth. This will preservelocal knowledge, culture and identity and contribute to overcome the digital divide.Download the DBE book (240 pages)Check the Table of ContentsDownload Full Book (low res 5.56MB)Download Full Book (high res 85MB)
  17. 17. YourCompany
  18. 18. Your Company Create a group Apply theory Define Company Highligts To do Your Goal Select best practice Compan Define company goal Produce ideas y
  19. 19. Your Company: Higligts 1. Haute Couture:1. Define the a. Synonymous with “high fashion,” haute couture is asegment 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 world’s 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 worlds 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 consumer’s buying power and reputation to fashion exclusive designer collections. http://www.wikinvest.com/industry/Fashion http://thecurvyfashionista.mariedenee.com/2009/12/ understanding-the-new-segments-within-plus-size- fashion/
  20. 20. Your Company: Higligts2. Define the offer Products Markets Offe r Services
  21. 21. Your Company: Higligts3. Define thegoals Brand extension in another industry Relaunch the brand Goals Introduce ecommerce Launch a new line for young Internationalisation
  22. 22. Someprinciple
  23. 23. 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 cant 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.
  24. 24. In the opening talk of the first Web 2.0conference (October 2004), OReilly andJohn Battelle summarized what they saw asthe themes of Web 2.0. They argued thatthe web had become a platform, withsoftware above the level of a single device,leveraging the power of the "Long Tail", andwith data as a driving force. According toOReilly and Battelle, an architecture ofparticipation where users can contributewebsite content creates network effects. http://oreilly.com/web2/archive/what-is-web-20.html
  25. 25. The Long Tail, in anutshell The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.
  26. 26. How Web Contentchanges
  27. 27. trendwatching.coms 12 Consumer Trends for 2012A Magazine Is an iPad That Does Not Work.m4v - YouTube
  28. 28. The Gamified World - YouTube
  29. 29. 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 Amazon.com 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.
  30. 30. 15 Principles of Internet Marketing, Conversation Marketing 1. No ones lives depend on what we do. 2. But peoples 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 wont come close to results produced by a top 5 ranking for a relevant phrase. 4. But, a broad base is better. Dont 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. Youre not the customer. 9. Karma exists. Treat customers and prospective customers with respect, and theyll reciprocate. Spam them, annoy them, and lie to them, and theyll retaliate. 10. Risk is necessary. 15 Principles of Internet Marketing | Internet Marketing Strategy: 11. Risk without measurement is suicide. Analytics are a must. Conversation Marketing 12. IT is not marketing. Dont make them run the web site. Its not fair to anyone. 13. A web site does not equal an internet marketing strategy. 14. Plan, but adapt. Dont be stubborn. Listen to what your customers tell you in their response. 15. All marketing has a message. Whats yours?
  31. 31. @ Home
  32. 32. 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

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