This document discusses how changes in technology have enabled changes in marketing processes. It begins by noting the vast increases in information creation and discusses the transition to an information economy. It then covers the evolution of the Internet from early optical telegraphs to Web 1.0, which changed information search and distribution. Regarding processes, it discusses how effective web marketing involves measuring, targeting and optimizing, while effective social marketing involves listening, conversing and engaging with customers. It notes that Web 2.0 changed who creates information and that social processes empower employees and customers. Finally, it discusses how RPI is leading the development of Web 3.0 technologies.

1. Internet
Marketing
Jason
Kuruzovich
LALLY
SCHOOL
OF
MANAGEMENT
&
TECHNOLOGY
lallyschool.rpi.edu

2. There
have
been
profound
changes
in
technology
and
the
information
processes
define
our
society

3. Internet 0.1 beta (18th Century)

4. Internet 0.1 Beta (18th Century)
Chain of towers or
optical telegraph
capable of
transmitting 1-3
symbols per min
Towers 5-20 KM
apart

5. “We
create
as
much
information
in
two
days
now
as
we
did
from
the
dawn
of
man
through
2003.”
-­‐Eric
Schmidt,
Former
CEO
of
Google

6. Information
Economy
TRADITIONAL PRODUCTION PROCESS
INFORMATION BASED BUSINESS PROCESS
INFORMATION
TECHNOLOGY

7. Today’s talk is really about
two things….

8. (1) Technology
WEB
1.0
WEB
2.0

9. (2) Processes
WEB
MARKETING
SOCIAL
MARKETING

10. How have changes in technology
enabled changes in marketing
processes?
TECHNOLOGY
PROCESSES
WEB
1.0
WEB
MARKETING
SOCIAL
WEB
2.0
MARKETING

11. How do organizations
effectively use technology in
their marketing processes to
find and engage their
customers?
PROCESSES
CUSTOMERS
WEB
MARKETING
FIND
SOCIAL
MARKETING
ENGAGE

12. (1) Technology
WEB
1.0

15. WEB 1.0 changed the economics of
information search and information
distribution

16. (2) Processes
WEB
MARKETING

17. EFFECTIVE
WEB
MARKETING
Measure
Target
Optimize

18. EFFECTIVE
WEB
MARKETING
Measure
Target
Optimize

21. EFFECTIVE
WEB
MARKETING
Measure
Target
Optimize

25. EFFECTIVE
WEB
MARKETING
Measure
Target
Optimize

26. Lean
Marketing
STRATEGY
DATA
MARKET

27. (1) Technology
WEB
2.0

28. WEB 1.0 sounds great, what is
WEB 2.0 and why do we need it?

29. Companies can develop some bad
habits, like they are at war with their
customers
Segmenting
Prospecting
Campaigns
Targeting

30. Web 2.0 is HYPE…
http://headrush.typepad.com/creating_passionate_users/2005/12/have_you_update.html

31. …and an opportunity…

32. The
Facebook
Social
Network
…to connect with the world
800 Million People on Facebook

33. WEB 2.0 changes who is
creating the information

34. (2) Processes
SOCIAL
MARKETING

35. Social marketing is NOT posting ads
and information on social channels

36. Social marketing is NOT about being on
social media channels or having a blog

37. Social marketing is not about being on
social media, it is about being social

38. Humans are social beings that want to
be helpful to others

39. To survive and thrive in social marketing, you
need to…
Accept that consumers are
now empowered to act as
social beings
Transform your marketing
processes to social processes
which engage your employees and
customers

40. EFFECTIVE
WEB
EFFECTIVE
SOCIAL
MARKETING
MARKETING
Measure Listen
Target Converse
Optimize Engage

41. EFFECTIVE
SOCIAL
MARKETING
Listen
Converse
Engage

42. People
value
fairness
and
are
willing
to
spend
a
lot
of
effort
to
punish
unfair
treatment
or
inappropriate
actions

43. EFFECTIVE
SOCIAL
MARKETING
Listen
Converse
Engage

44. Social processes converse with
customers person-to-person

45. Social
processes
empower
your
employees

46. Social
processes
empower
your
employees

47. EFFECTIVE
SOCIAL
MARKETING
Listen
Converse
Engage

48. Engagement is being innovative in
telling your customers what your
brand is about

49. Engagement is asking your customers
what they care about and funding it

50. Engagement is letting your customers
enhance your marketing

51. Closing quiz…what 2 things
was this presentation about?

52. EFFECTIVE
EFFECTIVE
WEB
MARKETING
SOCIAL
MARKETING
Measure Listen
PROCESSES
Target Converse
Optimize Engage
TECHNOLOGY
WEB
1.0
WEB
2.0

53.
Oh,
and
there
is
one
more
thing…

54. WEB 3.0 will enable
programs to interact
seamlessly with other
programs

55. Imagine
if
Siri
could…
Siri,
could
you
buy
my
dad
something
from
his
Amazon
wish
list
that
costs
between
50
and
75
dollars

56. RPI is one of the
leading leading
the developers
of Web 3.0
Technologies

57. Technology is what RPI is all about

58. The
Lally
School
is
about
bringing
technology
and
business
processes
together
through
a
focus
on
innovation
INNOVATION

59. RPI
Innovation
Ecosystem

60. Internet
Marketing

62. Used
in
the
creation
of
this
presentation
Chris
Dellarocas
http://www.slideshare.net/tournesol67/its-­‐not-­‐
about-­‐being-­‐on-­‐social-­‐its-­‐about-­‐being-­‐social?
from=ss_embed
Eric
Reiss
http://theleanstartup.com/principles