This document discusses the evolution of the digital ecosystem and its impact on marketing strategies, emphasizing the need for businesses to adapt to a fan-based engagement model in the current landscape dominated by social media. It outlines the transition from traditional media to digital platforms, highlighting the importance of integrating various channels to interact effectively with consumers throughout their journey. The conclusion advocates for creating a multilayered brand ecosystem that engages users through owned, shared, and paid media.

1. LESSON 3
digital ecosystem
and web marketing
martedì 19 novembre 13

2. Introduction
In this lesson we present the new "digital ecosystem": a set
of platforms, tools, people and companies that characterize
our lives and that have deeply changed the way companies
do business.
The final part of this lesson explains how companies need
to adapt the way they market and communicate to deal with
this change.
2
martedì 19 novembre 13

3. the digital ecosystem
The digital world has become complicated, really complicated!
Between web sites, smartphones, desktop
applications and the amalgam of social media
platforms and services, it is difficult for many
businesses to understand where they must
focus their efforts.
DIGITAL ECOSYSTEM OF COMPANY X
To offer some clarity we can think of these
elements as being part of a broader digital
ecosystem.
The digital ecosystem of a business is a
combination of all the relevant digital touch
points, the people that interact with them,
including the business processes and
technological environment.
3
martedì 19 novembre 13

4. How the marketing model has changed
Nowadays, the web is all about Facebook, Twitter, YouTube and Tumblr… Several years ago,
these services did not exist, portals and search engines were still in their prime.
So what has changed?
In brief, users took control of the web and
the market shifted from a click-based engagement
model to a fan-based engagement model.
Clicks are no longer the premium currency for
an advertiser.
Fans are.....they want to be followed, shared,
mentioned, even pinned!
Fans are the new click!
4
martedì 19 novembre 13

5. How was this
change possible?
A brief history
of Internet and marketing
martedì 19 novembre 13

6. The World Wide Web was created in 1993
This was how the first web site looked! A lot of things have changed
since then...
6
martedì 19 novembre 13

7. Since then, the way we communicate has changed
Nobody is using traditional mail anymore!
In other words, email has
outnumbered snail mail 81 to 1.
martedì 19 novembre 13
People are using also Facebook messages and
other digital mobile apps such as “Whatsapp”.

8. The content business has been turned upside down
When was the last time you purchased a CD?
This chart displays the decline in the music market
in recent years, it also displays how people have
started to purchase music from digital.
http://goo.gl/WYwbA
martedì 19 novembre 13
8

9. From traditional media to digital app
Whirlpool EMEA has just released a new iPhone App:
Wavelicious that transformed the traditional recipe book into
something more engaging, cool and functional.
The new Wavelicious app opens up a whole new world of
microwave cooking possibilities.
Discover more and take a closer look here:
http://www.whirlpool.co.uk/wavelicious/index.html
martedì 19 novembre 13

10. from traditional selling to
new selling models:
The company has a warehouse-based model operating from a purpose-built picking
centre, purely online without any physical shops, unusual for a supermarket.
Ocado has a single warehouse in
Hatfield. Totes for each order move
automatically around the warehouse, and
are filled by picking staff at different
sections. These are then delivered using
a fleet of custom-built Mercedes-Benz
refrigerated delivery vans.
10
martedì 19 novembre 13

11. ...so the world we live in has
changed...
and the challenge for companies
is to evolve
11
martedì 19 novembre 13

12. The old communication scheme
Too many brands still behave in the same old way
The way we produce and build brands
and stories hasn’t changed much, but we
need to rethink this classical model.
Most companies still create a
30-second commercial and try
to coordinate other channels
Radio
Internet
TV
Print
martedì 19 novembre 13

13. brand marketers simply
do not spend ENOUGH online
Just 12% of the budget is dedicated to Internet marketing!
Even if the people trust Internet more than any other channel!
Interactive Marketing’s Share of Total Ad Spending, 2009
88%
OTHER CHANNEL
12%
INTERACTIVE
MARKETING
martedì 19 novembre 13
Source: December 17, 2009, “US Interactive Marketing Forecast By Industry, 2009 to
2014”
Data is for the US only. Brand categories included are Consumer Goods, and Media

14. The Internet is more trusted than any other
channel - companies should use it more!
“To what extent do you trust each of the following sources of information”
Manufacturer’s website
20%
Ads on TV
16%
Email update you have asked to have sent to you
15%
Ads on radio
12%
Direct mail
10%
Brand websites
10%
Email from a company or brand
9%
Ads in newspapers
9%
Ads in magazines
8%
Social networking site profiles from a company or
brand
6%
5%
Brand sponsorships
4%
Ads that come up when you use a search engine
3%
Company blog
2%
Banner ads on websites you visit
1%
Base: 1985 UK adults.
Source European Technographics® Benchmark Survey, Q2 2010
martedì 19 novembre 13

15. People spend a lot of time on Internet!
“In a typical week, how many hours do you spend doing each of
the following?”
14
15
12
9
7
7
2
2006
2010
Watching
TV
Using the
Internet
Listening
to the radio
(offline)
Reading
newspapers
(offline)
(1)
Base: 1345 UK online adults Source European Technographics® Benchmark Survey, Q2 2006
(2)
Base: 3208 UK online adults Source European Technographics® Benchmark Survey, Q2 2010
martedì 19 novembre 13
2
2
1
Reading
magazines
(offline)

16. What do we have to change
in the way we communicate?
martedì 19 novembre 13

17. The way we build brands must evolve
From this..
Internet
... to this.
Radio
TV
Print
A liquid ecosystem of different touchpoints.
There is no distinction between traditional media and new media:
every channel is important for its specific target .
All the channels are useful to follow the customer during their “journey” (see next slide)
martedì 19 novembre 13

18. the customers journey
This is an oriented graph that describes the journey of a user by representing the different
touchpoints that characterize their interaction with the service.
Casa
Viaggio
Lavoro
Retail
Lavoro
Viaggio
Social
Casa
MOBILE
COMPUTER
TV
RETAIL
PRINT
RADIO
OOH
The secret is to be present in a relevant way on each touchpoint,
fusing digital and traditional media into a unique experience.
martedì 19 novembre 13
Letto

19. How can we categorize the different touchpoints?
With the rise in importance of social media and online PR, we are seeing more companies
change their method of budgeting, reporting and investing in media.
Media type Definition
Examples
The role
Benefits
Challenges
The trend is towards a
review of investments in
the 3 main media buckets
of earned, shared and
paid which each give
opportunities to influence
customers.
The POE model will the subject of a specific course coming soon.
Source: Forrester Research, Inc.
martedì 19 novembre 13

20. conclusion: Make the three layers
work together
Audience
Engagement
Big idea
• Interactive marketing is ready to lead
your brand
• That doesn’t mean choosing one
channel over another – it means
organizing all channels into a multilayered brand ecosystem
1. Engage your users with an owned
media core
2. Distribute your campaign via
social and mobile media
3. Reach a broader audience using
paid online and offline media
martedì 19 novembre 13

21. THANK YOU
Coming soon!
The principles of Social Networking! Stay
tuned for our tips and tricks including a
video clip on how to use: Facebook,
Twitter, Google+, Pinterest and Youtube.
For questions or suggestions please write
to:
whirlpool_emea@whirlpool.com
21
martedì 19 novembre 13