Strategy and Business Models for Marketing                  Technology                   MKTG 470                         ...
Goal• Refresh your memory about strategic concepts,  business models• Relate these concepts to current companies that  mar...
Interactive Marketing• 1) the ability to address an individual• 2) the ability to gather and remember a  response of an in...
Internet Marketing• Using unique characteristics of Internet  technology to facilitate the marketing process    – The use ...
Marketing in an interactive world: Do we need anew definition?• An interactive process whereby firms‟ collect  information...
WHAT IS A BUSINESS MODEL?Copyright   by Debra Zahay Blatz 2013
A business model is      “a unique configuration of elements comprising the      organization’s goals, strategies, process...
A business model isCopyright   by Debra Zahay Blatz 2013                                        8
Types of business modelsCopyright   by Debra Zahay Blatz 2013                                        9
THE VALUE PROPOSITIONCopyright   by Debra Zahay Blatz 2013
What‟s the difference?• Circuit City                          • Best Buy• Linens and Things                     • Bed, Bat...
Competitive Landscape: What are the corecompetencies? Copyright   by Debra Zahay Blatz 2013
What makes Yahoo unique?Copyright   by Debra Zahay Blatz 2013
Top News Websites May 2011Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013                                        15. Mail online
AOL wants to excel in newsMission has been to offer themost trusted local news andinformation via our platform• Aol Huffin...
Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013
What is the process by which we make money? A    product or service that….•    Offers new/existing benefits•    Differenti...
How do we draw people to our product/our service/our site?• Branding• Brand Positioning• Brand refers to the specific, int...
What are the two ways to make money in termsof positioning?Copyright   by Debra Zahay Blatz 2013
Generic Competitive Positioning Strategies                                   Differentiation                         Reven...
Generic Competitive Positioning Strategies                                   Differentiation                          Reve...
Brand Positioning Examples•    Wal-Mart•    Target•    Kmart•    Nordstrom• Discussion: Branding is becoming ever more  im...
Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013
Copyright   by Debra Zahay Blatz 2013
Questions/Comments/Concerns?•    Dr. Debra Zahay-Blatz, zahay@niu.edu•    @zahay•    815-753-6215•    630-300-8838 cell (7...
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Strategy and Business Models for Marketing Technology

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An overview of how strategic choices relate to digital marketing, how business models apply, how to create a winning differentiation strategy.

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Strategy and Business Models for Marketing Technology

  1. 1. Strategy and Business Models for Marketing Technology MKTG 470 Dr. Debra Zahay Blatz Associate Professor of Interactive Marketing Northern Illinois University January 15, 2013Copyright by Debra Zahay Blatz 2013
  2. 2. Goal• Refresh your memory about strategic concepts, business models• Relate these concepts to current companies that market online• Explore how to apply these concepts to your own project business Copyright by Debra Zahay Blatz 2013
  3. 3. Interactive Marketing• 1) the ability to address an individual• 2) the ability to gather and remember a response of an individual• 3) the ability to address that individual once more in a way that takes into account his or her unique response (Marketing=conversation) » Deighton, 1996 Copyright by Debra Zahay Blatz 2013
  4. 4. Internet Marketing• Using unique characteristics of Internet technology to facilitate the marketing process – The use of Internet technology to prepare, implement and measure the success of marketing programs and actions – Prepare: Who should we target? – Implement: How should we reach them – Measure: How do we know we have been successful? Copyright by Debra Zahay Blatz 2013
  5. 5. Marketing in an interactive world: Do we need anew definition?• An interactive process whereby firms‟ collect information about customers and, based on that information, provide product and service offerings to create value for customers and profits for the firm. Copyright by Debra Zahay Blatz 2013
  6. 6. WHAT IS A BUSINESS MODEL?Copyright by Debra Zahay Blatz 2013
  7. 7. A business model is “a unique configuration of elements comprising the organization’s goals, strategies, processes, technologies, and structure, conceived to create value for the customers and thus compete successfully in a particular market.”Copyright by Debra Zahay Blatz 2013 7
  8. 8. A business model isCopyright by Debra Zahay Blatz 2013 8
  9. 9. Types of business modelsCopyright by Debra Zahay Blatz 2013 9
  10. 10. THE VALUE PROPOSITIONCopyright by Debra Zahay Blatz 2013
  11. 11. What‟s the difference?• Circuit City • Best Buy• Linens and Things • Bed, Bath and• Kmart Beyond • WalmartCopyright by Debra Zahay Blatz 2013
  12. 12. Competitive Landscape: What are the corecompetencies? Copyright by Debra Zahay Blatz 2013
  13. 13. What makes Yahoo unique?Copyright by Debra Zahay Blatz 2013
  14. 14. Top News Websites May 2011Copyright by Debra Zahay Blatz 2013
  15. 15. Copyright by Debra Zahay Blatz 2013 15. Mail online
  16. 16. AOL wants to excel in newsMission has been to offer themost trusted local news andinformation via our platform• Aol Huffington Post create a Media Group• “Patch is now hiring,” newspapers, not so much• MOST POPULAR ARTICLES – Avon Police Help Catch Illegal Immigrant – Miss America Coming to Duct Tape Festival – Starbucks is Coming to Avon – House Hunt: Check Out Recently Listed Properties in Avon – Tournament at Bob-o-Link a Benefit for Family of American Greetings Worker Copyright by Debra Zahay Blatz 2013
  17. 17. Copyright by Debra Zahay Blatz 2013
  18. 18. Copyright by Debra Zahay Blatz 2013
  19. 19. Copyright by Debra Zahay Blatz 2013
  20. 20. What is the process by which we make money? A product or service that….• Offers new/existing benefits• Differentiated from competition• Valued by consumer/customer• Creates economic value – Source: Tom Kuczmarski Copyright by Debra Zahay Blatz 2013
  21. 21. How do we draw people to our product/our service/our site?• Branding• Brand Positioning• Brand refers to the specific, intended meaning of the brand in the minds of consumers• A brand positioning statement is created as an internal document so everyone knows what the brand is all about• The advertising „tag line‟ is created off of that brand positioning statement Copyright by Debra Zahay Blatz 2013
  22. 22. What are the two ways to make money in termsof positioning?Copyright by Debra Zahay Blatz 2013
  23. 23. Generic Competitive Positioning Strategies Differentiation Revenue Low High High “True” Low-Cost be theLow-Cost low-cost producer Costs “True” Low Differentiators find uniqueness along some valued dimension Copyright From Porter (1985), Treacy and Weirsema (1993) by Debra Zahay Blatz 2013
  24. 24. Generic Competitive Positioning Strategies Differentiation Revenue Low High High “True” Do “Both” Well Low-Cost be the “StrategicallyLow-Cost low-cost producer Excellent” Costs “True” “Stuck in Differentiators Low the Middle” find uniqueness along some valued dimension Copyright From Porter (1985), Treacy and Weirsema (1993) by Debra Zahay Blatz 2013
  25. 25. Brand Positioning Examples• Wal-Mart• Target• Kmart• Nordstrom• Discussion: Branding is becoming ever more important in internet marketing. Why? Copyright by Debra Zahay Blatz 2013
  26. 26. Copyright by Debra Zahay Blatz 2013
  27. 27. Copyright by Debra Zahay Blatz 2013
  28. 28. Copyright by Debra Zahay Blatz 2013
  29. 29. Copyright by Debra Zahay Blatz 2013
  30. 30. Questions/Comments/Concerns?• Dr. Debra Zahay-Blatz, zahay@niu.edu• @zahay• 815-753-6215• 630-300-8838 cell (7 am to 10 pm)• http://www.linkedin.com/in/drzahay Copyright by Debra Zahay Blatz 2013

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