using the internet to market products and services 09

Using the Using the Internet Internet to market to market products and products and servicesservices

AgendaAgenda

•What is Internet MarketingWhat is Internet Marketing•Internet Marketing 1.0 vs 2.0Internet Marketing 1.0 vs 2.0•The Internet Marketing MixThe Internet Marketing Mix

What is Internet MarketingWhat is Internet Marketing

The application of the internet and related digital technologies to achieve marketing objectives.

It requires a comprehensive strategy It requires a comprehensive strategy that combines the company's business that combines the company's business model, sales goals and customer model, sales goals and customer relationship management with its web relationship management with its web presence, focusing on its target market presence, focusing on its target market through proper choice of design, through proper choice of design, functionality and media.functionality and media.

What is Internet MarketingWhat is Internet Marketing

LimitationsLimitations

• Digital literacyDigital literacy• Internal capabilitiesInternal capabilities• IntangibilityIntangibility• SecuritySecurity

What is Internet MarketingWhat is Internet Marketing

Uses of Internet by companiesUses of Internet by companies

•BeBe• ShowShow• PromotePromote• SellSell• SupportSupport

What is Internet MarketingWhat is Internet Marketing

AdvantagesAdvantages

•CostCost•ConvenienceConvenience• SimplicitySimplicity• EffectivenessEffectiveness•MeasurabilityMeasurability• Target / relevanceTarget / relevance

AgendaAgenda

•What is Internet MarketingWhat is Internet Marketing•Internet Marketing 1.0 vs 2.0Internet Marketing 1.0 vs 2.0•The Internet Marketing MixThe Internet Marketing Mix

Internet Marketing 1.0Internet Marketing 1.0 vs vs 2.02.0

1.0: Build the right site…1.0: Build the right site…

… … get as many links as you can.get as many links as you can.

COMPANY’sWEBSITE:•NICE DOMAIN•FANCY DESIGN•GOOD USABILITY•REVELANT CONTENT

Banners

links

directories

affiliate

Internet Marketing 1.0Internet Marketing 1.0 vs vs 2.02.0

2.0: Build the right site, get the links…2.0: Build the right site, get the links…

… … push your content to the users.push your content to the users.

COMPANY’sWEBSITE:•NICE DOMAIN•FANCY DESIGN•GOOD USABILITY•REVELANT CONTENT

Banners

Adwords

Directories

affiliate

AgendaAgenda

•What is Internet MarketingWhat is Internet Marketing•Internet Marketing 1.0 vs 2.0Internet Marketing 1.0 vs 2.0•The Internet Marketing MixThe Internet Marketing Mix

Internet Marketing MixInternet Marketing Mix

eProducteProduct

• eBayeBay• NetFlixNetFlix• Portal ClixPortal Clix• DestakesDestakes

• Specific internet based servicesSpecific internet based servicesand products and products (e-commerce and media)(e-commerce and media)

Internet Marketing MixInternet Marketing Mix

eProducteProduct

•Specific internet based services Specific internet based services and productsand products•Improving the core productImproving the core product

• Mass customizationMass customization

Internet Marketing MixInternet Marketing Mix

eProducteProduct

•Specific internet based services Specific internet based services and productsand products•Improving the core productImproving the core product

• Mass customizationMass customization• Customer drivingCustomer driving

Internet Marketing MixInternet Marketing Mix

eProducteProduct

•Specific internet based services Specific internet based services and productsand products•Improving the core productImproving the core product

• Mass customizationMass customization• Customer drivingCustomer driving• Customer feedbackCustomer feedback

Internet Marketing MixInternet Marketing Mix

eProducteProduct

•Specific internet based services Specific internet based services and productsand products•Improving the core productImproving the core product•Augmenting the core productAugmenting the core product

• Servicing Servicing

Internet Marketing MixInternet Marketing Mix

eProducteProduct

•Specific internet based services Specific internet based services and productsand products•Improving the core productImproving the core product•Augmenting the core productAugmenting the core product

• Servicing Servicing • RecommendationsRecommendations

Internet Marketing MixInternet Marketing Mix

ePlaceePlace

• Ano(the)r sales channel Ano(the)r sales channel • Main company siteMain company site• Third party sitesThird party sites• Affilate sitesAffilate sites• Neutral sitesNeutral sites

Internet Marketing MixInternet Marketing Mix

ePlaceePlace

• Ano(the)r sales channel Ano(the)r sales channel • The long tailThe long tail

SALE

S

TITLES

The Long Tail

source: wired.com; © Chris Anderson

PHYSICAL RETAILER(FNAC)

PHYSICAL RETAILER(FNAC)

HYBRID RETAILER(AMAZON)

HYBRID RETAILER(AMAZON)

DIGITAL RETAILER(iTUNES)

DIGITAL RETAILER(iTUNES)

The Long Tail

source: wired.com; © Chris Anderson

The Long Tail

source: wired.com; © Chris Anderson

Internet Marketing MixInternet Marketing Mix

ePriceePrice

• Special Internet prices Special Internet prices • Pay per use / downloadPay per use / download• Special DiscountsSpecial Discounts• Promotional codesPromotional codes• Volume pricingVolume pricing• Refund PoliciesRefund Policies

• Price transparency - BenchmarkPrice transparency - Benchmark

Internet Marketing MixInternet Marketing Mix

ePriceePrice

• Special Internet pricesSpecial Internet prices• Is Internet Free ?Is Internet Free ?

• Price transparency - BenchmarkPrice transparency - Benchmark

Is Internet Free?

© Chris Anderson

Internet is Free!

© Chris Anderson

Six ways of subsidising products/services over the Internet:

• Freemium• Advertising• Cross-Subsidies• Zero Marginal Cost• Labor Exchange • Gift Economy

Internet Marketing MixInternet Marketing Mix

ePromotionePromotion

•Ways to promote your product Ways to promote your product /service online:/service online:

• Use new mediaUse new media• Support the buying processSupport the buying process• Retain customers with itRetain customers with it• Integrate with offline Integrate with offline

campaignscampaigns

• E-zine

• E-zine• Banners

• E-zine• Banners• Interactives

• E-zine• Banners• Interactives• Blogs

• E-zine• Banners• Interactives• Blogs• Text ads

• SEO – Search Engine Optimization• PPC – Pay per Click• Paid Inclusion

• E-zine• Banners• Interactives• Blogs• Text ads• SEM

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Gadgets

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Gadgets• Viral Videos

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Gadgets• Viral Videos• Augmented

Reality

• E-zine• Banners• Interactives• Blogs• Text ads• SEM• Messenger• RSS• Gadgets• Viral Videos• Augmented

Reality• Social

Networks

Thank You!Thank You!

tiago.simoes@gmail.com

http://delicious.com/ctsimoes/ucphttp://www.slideshare.net/ctsimoes/

ReferencesReferences

http://sensacom.com/web_glossary.htmlhttp://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.htmlhttp://www.marketing-insights.co.uk/http://www.marketing-insights.co.uk/wnim0602.htm#_Toc12064587wnim0602.htm#_Toc12064587http://www.marketing-insights.co.uk/http://www.marketing-insights.co.uk/wnim0702.htm#_Toc14255486wnim0702.htm#_Toc14255486http://creativezone.eyeblaster.com/Data/Uploads/http://creativezone.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdfResourceLibrary/10Things_branding.pdfhttp://en.wikipedia.org/wiki/Web_marketinghttp://en.wikipedia.org/wiki/Web_marketinghttp://www.squidoo.com/sethhttp://www.squidoo.com/sethhttp://www.wired.com/techbiz/it/magazine/16-03/ff_free?http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=1currentPage=1http://www.wired.com/wired/archive/12.10/tail.htmlhttp://www.wired.com/wired/archive/12.10/tail.html