Learning Objectives: Identify Traditional Versus Digital Marketing Describe eCommerce Business Models Articulate Roles of Consumers & Competitors

1. 1

2. About Me
My name is Ryan Busch, I have been a marketer for the last 10 years and a teacher
for a little more than 2 years.
Professionally, I work in marketing and product management and development--
specifically in educational marketing and technologies since 2005. I currently serve
as a consultant on social media and digital marketing programs in the higher
education space, and I am also the Chief Marketing Officer for Piccolo International
University.
I am married to my best friend and we have a happy home with two wonderful
dogs. I am a classically trained musician whose interests, in the last 10-15 years,
have moved more towards European folk music with a little electric guitar playing to
boot. Consequently, I have a collection of accordions, concertinas, saxophones, and
penny whistles--plus a Gibson Les Paul knock-off--that I play whenever I get a
chance.
Last bit of info: I have eaten fire, gone skydiving, and milked cows--but never all at the
same time :)
Piccolo International University
• http://onlinepiu.com/about/vision-and-mission.aspx
•Digital Marketing Certificates: http://onlinepiu.com/digital-marketing-
certificate-program/
•Bachelor’s Degree: http://onlinepiu.com/bachelor-degree-in-digital-
marketing/
These Lectures 2
This is a highly innovative concept—these lectures blend live lecture, with for-credit

3. 3

4. 4

5. 5

6. The internet has developed a strange fascination with arachnids: the worldwide
“web”…Google sends out “spiders” to crawl around your content, etc…
It is a good analogy, really…there are deeper meanings to this analogy than meet
the eye. In fact, I would suggest that the analogy is a double-entendre.
In most cases, people hear “web” and think about an intricate series of connections-
-interwoven, linking together multiple points in a single structure.
But…if we consider the purpose of a “web”—its function—that is, to “capture”
dinner…the meaning becomes even more apt to the digital marketer.
6

7. Consider—there are essentially two types of spiders: those who hunt and those who
trap.
•Hunters go running around and pushing at anything that might be dinner.
•Trappers…plan, prepare, and then wait for dinner to come to them.
•When we consider the differences between digital and traditional marketing, we
can see them best in terms of hunters and trappers.
•Digital Marketing draws in the customers, clients, partners, and society at
large.
•Digital Marketing captures and engages the customer, client, partner, and
society at large.
•Digital Marketing is a pull, rather than a push.
7

8. 8

9. What are some examples of “digital” marketing when we consider these modified
terms?
•Capturing
•Lead Generation – Internet
•Telephonic “click to connect”
•Search Marketing
•Engaging
•Lotteries and Sweepstakes
•http://www.bk.com/en/us/campaigns/new-moon.html
•Mobile Phone Applications
•Interactive
•Facebook quizzes
•Online Games
•Live Chat
•Direct Actions
•“Buy Now”
•Landing Pages
•Email
9

10. •The Value Chain:
•The process by which elements of the supply chain build value to products and
services
•Internal and External Elements:
•Internal is the side that occurs within the company—how products are developed
•External is the side that occurs outside of the company—how products are
enhanced
•Examples of the value chain process in the digital world:
•Apple’s iPhone
•The Device
•Internally—Apple uses it’s own technology to create the system
•Externally-Manufacturing
•The Service
•Internally-Software development licenses offered, APP store
marketplace
•Externally:
•AT&T as the cellular service provider
•Third Party Software Options
•Value
•The consumer gets a beautiful device with solidly functional software
•The consumer can customize the device with thousands of specialty
software components
•Apple gets a piece of revenue, but the customer can choose
what they really value
10

11. eCommerce
Paul Timmers describes 11 types
(http://marcbowles.com/courses/ecommerce2/AMC_EC_Module5/module5/m5three2.htm)
1. e-shops – promotion, cost reduction, additional demand, (seeking demand)
2. e-procurement – additional inlet (seeking suppliers)
3. e-auction – electronic bidding (no need for prior movement of goods or parties)
4. e-mall – (collection of e-shops), aggregators, industry sector marketplace
5. third party marketplace – common marketing front-end and transaction support to multiple
businesses
6. virtual communities – focus on added value of communication between members (AKA social
networks)
7. value chain service provider – support part of value chain, e.g. logistics, payments
8. value chain integrator – added value by integrating multiple steps of the value chain
9. collaboration platforms – e.g. collaborative design (build your own “x”, eduFire,etc…)
10. information brokers – trust providers, business information and consultancy
Convergence between models is at the heart of the dynamic ecommerce landscape.
If traditional business models are considered a 2-D approach to business, then ecommerce is the 3-
D current state of business: is it really a little's”?
Consider the following:
Amazon.com:
•E-shop: retailing selling products
•E-mall/Third Party Marketplace: service provider allowing independent sellers to participate
•Virtual Community: Customer reviews, “you might also like” suggestions
11

12. •Commoditization
•Affects the Value Chain
•Channels
•Revenue Models
12

13. Lecture Schedule
Click Here to View and Join—please share it with your friends!
http://edufire.com/classes/11167-digital-marketing-dmk201-at-www-onlinepiu-
com/schedule
Lecture 1:Thursday Dec 3 at 6:00 PM
Lecture 2:Thursday Dec 10 at 6:00 PM
Lecture 3:Thursday Dec 17 at 6:00 PM
Lecture 4:Thursday Jan 7 at 6:00 PM
Lecture 5:Thursday Jan 14 at 6:00 PM
Lecture 6:Thursday Jan 21 at 6:00 PM
Lecture 7:Thursday Jan 28 at 6:00 PM
Lecture 8:Thursday Feb 4 at 6:00 PM
13