digital marketing teigland
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Presentation for an introductory course on digital marketing for the Marketing II course at the Stockholm School of EconomicsTRANSCRIPT
Digital MarketingDigital Marketing
Dr. Robin TeiglandDr. Robin TeiglandStockholm School of EconomicsStockholm School of Economics
[email protected]@hhs.sewww.knowledgenetworking.orgwww.knowledgenetworking.orgwww.slideshare.net/eteigland www.slideshare.net/eteigland
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Background to digital marketingBackground to digital marketingReshaping the marketing mix Reshaping the marketing mix – 4Ps– 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital marketingBenefits and challenges of digital marketingGuest speaker – Marketing by MySpace Guest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
What is digital marketing?What is digital marketing?
The application of digital technologies that form channels to The application of digital technologies that form channels to marketmarket……− Internet (2D to 3D)Internet (2D to 3D)− Mobile communicationsMobile communications− Interactive television Interactive television − Interactive traditional media (billboards, print)Interactive traditional media (billboards, print)− Wireless Wireless
……....to achieve corporate goals through meeting and to achieve corporate goals through meeting and exceeding customer needs exceeding customer needs better than the competitionbetter than the competition..
Adapted from Jobber 2007Adapted from Jobber 20073
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Did You Know: Shift HappensDid You Know: Shift Happenshttp://www.youtube.com/watch?v=pMcfrLYDm2Uhttp://www.youtube.com/watch?v=pMcfrLYDm2U
How are these trends affecting the How are these trends affecting the traditional marketing mix?traditional marketing mix?
Key elements of the digital ageKey elements of the digital age
Jobber 2007Jobber 2007 5
Previous generations born into hierarchy
•Family•Schools•Society•Work•Religion
Connected – born digital
Autonomous – make own decisions
Multitasking
DesAutels 2008DesAutels 2008 6
Gen-Y
Increasing number of digital mediaIncreasing number of digital media
7JP Allen 2009 www.webguild.org
6 degrees of separation
Milgram 1967, DesAutels Milgram 1967, DesAutels 20082008
Traditional marketing vs digital marketingTraditional marketing vs digital marketing
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http://adultaddstrengths.com/2008/11/05/obama-vs-http://adultaddstrengths.com/2008/11/05/obama-vs-mccain-social-media/mccain-social-media/
OBAMA dot GOVOBAMA dot GOV
BarakBarak− Lessig callLessig call
DesAutels 2008DesAutels 2008
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Background to digital marketingBackground to digital marketingReshaping the marketing mix – 4PsReshaping the marketing mix – 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpace Guest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
Digital marketing mediaDigital marketing media
Internet (2D and 3D, virtual worlds)Internet (2D and 3D, virtual worlds)
Mobile communicationsMobile communications
WirelessWireless
Interactive televisionInteractive television
Interactive billboards and printInteractive billboards and print
Adapted from Jobber 2007Adapted from Jobber 2007 14
Reshaping priceReshaping price
15
TransparentTransparentFlexibleFlexibleDynamicDynamic
Jobber 2007Jobber 2007
Reshaping placeReshaping place
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Global, virtual, & always onGlobal, virtual, & always on•Distance no longer a costDistance no longer a cost•Business location irrelevantBusiness location irrelevant•24/7 real-time trading24/7 real-time trading
Sear’s online catalogueSear’s online catalogue
Jobber 2007Jobber 2007
Reshaping placeReshaping place
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IBM’s Green Data Center IBM’s Green Data Center in Second Lifein Second Life
Reshaping promotionReshaping promotion
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Permission-basedPermission-basedInstantaneous – real timeInstantaneous – real time
InteractiveInteractiveJobber 2007Jobber 2007
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Personalized British Airways Trip Guide
Personalized with customer name
Direct link to “My booking” area of BA.com
Search fields pre-populated with customer travel
dates and destination
Customized destination information
including sightseeing and
airport info
Source: Chaffey 2009Chaffey 2009
Reshaping promotion - InteractivityReshaping promotion - Interactivity
20www.mobilitysite.comwww.mobilitysite.com
www.bbc.co.uk/www.bbc.co.uk/
Convergence Convergence of technologiesof technologies
Reshaping promotion - InteractivityReshaping promotion - Interactivity
Interactive ads in traditional print mediaInteractive ads in traditional print media− Augmented reality, mobile phonesAugmented reality, mobile phones− http://www.youtube.com/watch?v=RsZTbIjLHNA&feature=relatedhttp://www.youtube.com/watch?v=RsZTbIjLHNA&feature=related (zoo) (zoo)− http://www.youtube.com/watch?v=S-G8u-01t0k&feature=PlayList&p=46ED12AC63B128FC&playnext=1&playnext_from=PL&index=1http://www.youtube.com/watch?v=S-G8u-01t0k&feature=PlayList&p=46ED12AC63B128FC&playnext=1&playnext_from=PL&index=1
(car) (car)
Interactive billboardsInteractive billboards− Video, mobile phonesVideo, mobile phones− http://www.youtube.com/watch?v=BK7qfpvod2w&feature=relatedhttp://www.youtube.com/watch?v=BK7qfpvod2w&feature=related (Shanghai) (Shanghai)− http://www.youtube.com/watch?v=5-bNZRAypgQ&feature=PlayList&p=CDD9F931D4215694&playnext=1&playnext_from=PL&index=1http://www.youtube.com/watch?v=5-bNZRAypgQ&feature=PlayList&p=CDD9F931D4215694&playnext=1&playnext_from=PL&index=1
(Nokia) (Nokia)
Interactive video advertisementsInteractive video advertisements− Video, internetVideo, internet− http://www.youtube.com/watch?v=tJrq-ZwBehA&feature=PlayList&p=B74C1DB8C72A381E&index=4http://www.youtube.com/watch?v=tJrq-ZwBehA&feature=PlayList&p=B74C1DB8C72A381E&index=4
(Volvo) (Volvo)
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Viral marketingViral marketing Encourages users of product or service supplied Encourages users of product or service supplied
by business to encourage friends to join in as by business to encourage friends to join in as wellwell
Haag & Cummings 2008Haag & Cummings 2008
www.bluemountain.comwww.bluemountain.com1) Send card1) Send card2) Card has link so other 2) Card has link so other person can send card person can send card
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Reshaping productReshaping product
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IndividualizedIndividualized
CustomizedCustomized
DigitalizedDigitalized
But this is only the But this is only the beginning….so beginning….so
much more to come!much more to come!
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Background to digital marketingBackground to digital marketingReshaping the marketing mix Reshaping the marketing mix – 4Ps– 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpaceGuest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
Shifting sources of valueShifting sources of value
Open business modelOpen business model− Competitive advantage through leveraging Competitive advantage through leveraging
external resources external resources (Chesborough 2003)(Chesborough 2003)
− Permeable organizational boundariesPermeable organizational boundaries− Redefinition of acceptable sources of value and Redefinition of acceptable sources of value and
knowledgeknowledge Potential sources of valuePotential sources of value
− Users as organizational resource Users as organizational resource (von Hippel 1988, (von Hippel 1988, 2005)2005)
− User interactions with organizations creates value User interactions with organizations creates value through user-generated content through user-generated content (Di Gangi & Wasko (Di Gangi & Wasko forthcoming)forthcoming)
Di Gangi 2008Di Gangi 2008 25
Moving towards the experience economyMoving towards the experience economy
Gilmore & Pine 1999, Prahalad & Ramaswamy Gilmore & Pine 1999, Prahalad & Ramaswamy 20042004
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Crowdsourcing: Crowdsourcing: Capturing the wisdom of crowdsCapturing the wisdom of crowds
What is it?What is it?− Customer participation in business and Customer participation in business and
business developmentbusiness development
Why the interest?Why the interest?− ExperienceExperience− OwnershipOwnership− EngagementEngagement− LoyaltyLoyalty
Brayrie 2007Brayrie 2007
Content created by a user to be used by a userContent created by a user to be used by a user
From organization-generated content (OGC) to From organization-generated content (OGC) to user-generated content (UGC)user-generated content (UGC)
Content created by an organization to sell to a userContent created by an organization to sell to a user
Di Gangi 2008Di Gangi 2008 29
An anthropological intro to YouTubeAn anthropological intro to YouTube
30
Three US TV Three US TV NetworksNetworks
is less than…is less than…
YouTubeYouTube
Wesch 2008Wesch 2008
Rapid growth of UGC Web SitesRapid growth of UGC Web Sites
Organizations increasingly introducing UGC websites Organizations increasingly introducing UGC websites (e.g., social networking, electronic communities) as (e.g., social networking, electronic communities) as
organizational resourcesorganizational resourcesDeloitte 2008, DiGangi 2008Deloitte 2008, DiGangi 2008 31
Why are organizations using UGC websites?Why are organizations using UGC websites?
Deloitte 2008Deloitte 2008 32
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Examples at DellExamples at Dell
Brayrie 2007Brayrie 2007
Self-supportSelf-support
Product Product development development
eZ Systems and the eZ ecosystem: eZ Systems and the eZ ecosystem: An open source business modelAn open source business model
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eZeZ PartnersPartners CommunityCommunityCustomersCustomers
•#1 open source content management software#1 open source content management software•Enterprise open source – “Grow the cake”Enterprise open source – “Grow the cake”•60 Employees in 8 countries (Europe & Asia)60 Employees in 8 countries (Europe & Asia)•230+ Partners230+ Partners•5000+ Customers5000+ Customers•30,000+ Community members30,000+ Community members
www.ez.nowww.ez.noSkien, NorwaySkien, Norway
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Background to digital marketingBackground to digital marketingReshaping the marketing mixReshaping the marketing mixFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpace Guest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
4040
Within five years, the Within five years, the 3-D 3-D Internet wil l be as Internet wil l be as
importantimportant for work as the for work as the Web is today.Web is today. January 2008January 2008
By the end of 2011, By the end of 2011, 80 percent 80 percent of active Internet users (and of active Internet users (and Fortune 500 enterprises)Fortune 500 enterprises) will will
have a “second life”, but not have a “second life”, but not necessarily in Second Life.necessarily in Second Life.Steve PrenticeSteve Prentice
GartnerGartner
4141
Towards 3-D internetTowards 3-D internetLevel of InteractionLevel of Interaction
T imeTime
IndividualIndividual - - Web 1.0 ThinkingWeb 1.0 Thinking
Mosaic, Prodigy, Mosaic, Prodigy, Compuserve, AOL, Compuserve, AOL,
NetscapeNetscape
ConnectedConnected Web 2.0 ThinkingWeb 2.0 Thinking
Facebook, Friendster, Facebook, Friendster, Yahoo, Blogger, Yahoo, Blogger, Wikipedia, eBay, Wikipedia, eBay,
Typepad, LinkedIn. Typepad, LinkedIn. Amazon,Amazon,
MySpace,MySpace,Textamerica,Textamerica,
Delicious, HubPagesDelicious, HubPages
SENSORYSENSORY3D Internet3D Internet
ThinkingThinking
SecondLife, Active SecondLife, Active Worlds, There, Worlds, There,
SimsOnline, Club SimsOnline, Club Penguin, World of Penguin, World of
Warcraft, 3D Warcraft, 3D planets, ToonTown, planets, ToonTown,
Habbo, VSlide, Habbo, VSlide, ProtosphereProtosphere
No financial crisis in VWs?No financial crisis in VWs?
Increasing membersIncreasing members Increasing companiesIncreasing companies Increasing turnoverIncreasing turnover
Wonderland
4242
4343
Releasing new productsReleasing new products
ToyotaToyota•Launches real and virtual products simultaneouslyLaunches real and virtual products simultaneously
•Enables avatars to customize vehicles in SLEnables avatars to customize vehicles in SL
4444
Co-creating solutions for today…Co-creating solutions for today…
Philips Design GroupPhilips Design GroupLead-user innovation workshopsLead-user innovation workshops
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……as well as for tomorrowas well as for tomorrow
HSB: Building the house of the futureHSB: Building the house of the futurein a competition with KTH and Chalmers in a competition with KTH and Chalmers
architecture studentsarchitecture students
464646
Increasing effectiveness inIncreasing effectiveness intraditional industriestraditional industries
“Soon all fashion designers will be originating their designs and managing the production in
virtual worlds….Why such a dramatic change? Economics, pure and simple.”
Shenlei Winkler, Director Fashion Research Institute
3D internet3D internet
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Before the first plate of aluminum is ever bent for production, the pilots and the
passengers will have flown the plane and the crew will have serviced the plane.
CEO of Boeing supplierCEO of Boeing supplier
Entropia Universe by MindArkEntropia Universe by MindArk
Ability to develop skills and sell virtual goodsAbility to develop skills and sell virtual goods− Island sold for USD 26,500 in 2004Island sold for USD 26,500 in 2004− Asteroid space resort sold for USD 100,000 in 2005Asteroid space resort sold for USD 100,000 in 2005− Clothes Against Violence – limited edition virtual jackets sold Clothes Against Violence – limited edition virtual jackets sold
for more than same model of real world jacketsfor more than same model of real world jackets Virtual universe with real cash economyVirtual universe with real cash economy
− Fixed exchange rate to US Dollar, 1 USD = 10 PEDFixed exchange rate to US Dollar, 1 USD = 10 PED− Five banks auctioned for USD 404,000 in 2007Five banks auctioned for USD 404,000 in 2007− Real l i fe bank l icense granted by Swedish Real l i fe bank l icense granted by Swedish
Government to MindArk Bank in March 2009Government to MindArk Bank in March 2009 A business model like the real worldA business model like the real world
− Raw materials and skills needed to buildRaw materials and skills needed to build− Goods deteriorate and need to be replenishedGoods deteriorate and need to be replenished
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China is making big efforts in virtual worlds!China is making big efforts in virtual worlds!
•““Virtual economy district – a Virtual economy district – a world where millions will work, world where millions will work, communicate, and be in love”communicate, and be in love”
•Reaching out to the 150 mln Reaching out to the 150 mln overseas Chineseoverseas Chinese
•7 million inworld at same time7 million inworld at same time
•Ability to borrow money to Ability to borrow money to finance operations through finance operations through
Mind BankMind Bankwww.crd.gov.cn, www.foreignpolicy.com
“The real China is only a piece of land. We believe that there must be a China in the virtual
world and the real world.”Robert Lai, Chief Scientist, CRD
5050
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Background to digital marketingBackground to digital marketingReshaping the marketing mix – 4PsReshaping the marketing mix – 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpace Guest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
Reshaping the marketing mixReshaping the marketing mix
Jobber 2007Jobber 2007 5353
Stages in digital marketing planningStages in digital marketing planning
Jobber 2007Jobber 2007
1.1. What are the drivers?What are the drivers?
2.2. What is the environment?What is the environment?
3.3. What is the objective?What is the objective?
4.4. How can you create superior value?How can you create superior value?
5.5. How should activities be integrated?How should activities be integrated?
6.6. What competencies are needed? Etc.What competencies are needed? Etc.
7.7. What should be measured?What should be measured?5454
Marketing audit and SWOT analysisMarketing audit and SWOT analysis
Customer connectivityCustomer connectivity
Customer channel usageCustomer channel usage
Results generated onlineResults generated online
Marketplace impactMarketplace impact
Jobber 2007Jobber 2007 5555
Marketing objectives and strategyMarketing objectives and strategy
How to create competitive advantage?How to create competitive advantage?- - Lower prices Lower prices- Lower costs- Lower costs- Improved service quality- Improved service quality- Greater product variety- Greater product variety- Improved product customization- Improved product customization
Jobber 2007Jobber 2007 5656
Match the tool to the purposeMatch the tool to the purpose
Tool Purpose ExampleBlogs Conversation
Relationship buildingInformation sharingGetting customer feedback
Facebook governance
Discussion forums Self-supportProblem solvingCustomer engagement
Dell
Wikis CollaborationCustomer engagement
Motorola Q
Social networking sites
Community developmentRelationship buildingCustomer loyalty
Viktoria’s SecretJeep
Virtual worlds CollaborationInnovationEngagement
NokiaPhilipsIBM
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Serena Software – An integrated approachSerena Software – An integrated approach
•#1 Applications Lifecycle Management (ALM) & business mashup
•96 of Fortune 100 as customers•800 employees in 18 countries across globe
•One hour every Friday to Facebook to find fun and connect with co-workers, customers, family, and friends
•YouTube, Facebook, Homepage
http://video.forbes.com/fvn/cmo/serena-social-network-strategy
Assessing digital competenciesAssessing digital competencies
Jobber 2007Jobber 2007 5959
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Tools for assessing your capabilitiesTools for assessing your capabilities
Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
Chaffey 2009Chaffey 2009
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What is the right organizational structure?What is the right organizational structure?
No perfect way to organize. No perfect way to organize.
Example of team structure for Example of team structure for small-medium retailersmall-medium retailer
Chaffey 2009Chaffey 2009
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Background to digital marketingBackground to digital marketingReshaping the marketing mix – 4PsReshaping the marketing mix – 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing implementationDigital marketing implementationBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpace Guest speaker – Marketing by MySpace
Today’s discussionToday’s discussion
Benefits and limitations of digital Benefits and limitations of digital technologies to technologies to customerscustomers
Benefits Benefits LimitationsLimitations
ConvenienceConvenience Delivery timesDelivery times
Access to informationAccess to information Information overloadInformation overload
Enhanced functionalityEnhanced functionality Access to technologyAccess to technology
New products and servicesNew products and services SecuritySecurity
Lower pricesLower prices Cost implicationsCost implications
Jobber 2007Jobber 2007 6363
Benefits and limitations of digital Benefits and limitations of digital technologies to technologies to organizationsorganizations
Benefits Benefits LimitationsLimitationsInvestment reductionInvestment reduction Operational costsOperational costsReduced order costsReduced order costs Set-up costsSet-up costsImproved distributionImproved distribution Short-termismShort-termismOpportunity for reduced Opportunity for reduced selling costsselling costs
High-cost contentHigh-cost content
Relationship buildingRelationship building Connective to transactional Connective to transactional relationshipsrelationships
Customised promotionCustomised promotion Over-specializationOver-specialization
New market opportunitiesNew market opportunities Technological desertsTechnological desertsMarketing research Marketing research opportunitiesopportunities
AuthenticityAuthenticity
Jobber 2007Jobber 2007 6464
Are there any benefits from social media, Are there any benefits from social media, or is it all hype?or is it all hype?
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IBM social software benefits acknowledged by % of survey respondents
87%
84%
84%
77%
74%
42%
60%
65%
65%
0% 20% 40% 60% 80% 100%
Increased skills
Accessed experts quicker
Shared know ledge w ith others
Reused assets
Increased productivity
Improved personal reputation
Increased sense of belonging
Increased sales
Improved customer satisfaction
Poole 2008: IBM Global Technical Services Knowledge Community of Practice Business Impact Survey 2007, completed by approximately 2,300 respondents
But there are challenges to UGCBut there are challenges to UGC
• Around 40% of UGC websites have more than 500 members Around 40% of UGC websites have more than 500 members
• But few engage, i.e., contribute, retrieve, and explore UGCBut few engage, i.e., contribute, retrieve, and explore UGC
Deloitte 2008, Di Gangi 2008Deloitte 2008, Di Gangi 2008 6666
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There is nowhere to hideThere is nowhere to hide
http://www.youtube.com/watch?v=t8XxcOj3SeoFortune, Rey 2008
Monitor social media sites and Monitor social media sites and react in a timely fashionreact in a timely fashion
Ethical issues in digital marketingEthical issues in digital marketing
Digital divideDigital divide
Social exclusionSocial exclusion
Intrusions on privacyIntrusions on privacy
Marketing to childrenMarketing to children
Jobber 2007Jobber 2007 6969
7272
PeoplePeople• Net generationNet generation• NeuroplasticityNeuroplasticity•New demandsNew demands
TechnologyTechnology• Social software (Web 2.0)Social software (Web 2.0)
• Broadband accessBroadband access• Mobile hardwareMobile hardware
BusinessBusinessEnvironmentEnvironment• GlobalizationGlobalization
• Pace of Pace of changechange
• Information Information loadload
Watch out! Forces converging….Watch out! Forces converging….
Mahaley 2008Mahaley 2008
The 5 I’s of digital marketingThe 5 I’s of digital marketing Identification – customer specificsIdentification – customer specifics
Individualism – tailored for lifetime purchasesIndividualism – tailored for lifetime purchases
Interaction – dialogue to learn about customers’ Interaction – dialogue to learn about customers’ needsneeds
Integration – of knowledge of customers Integration – of knowledge of customers throughout companythroughout company
Integrity – develop trust through non-intrusive Integrity – develop trust through non-intrusive marketing such as permission marketingmarketing such as permission marketing
Peppers & Roger 1997Peppers & Roger 1997
Will it replace the Will it replace the traditional marketing mix?traditional marketing mix?
7373
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We digitized audio and video, We digitized audio and video, why can’t we just digitize, why can’t we just digitize,
you know, Earth” you know, Earth”
Philip RosedalePhilip RosedaleChairman of the BoardChairman of the Board
Linden Lab Linden Lab
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“I think there’s a world market for maybe five computers.”
Thomas Watson, Chairman of IBM, 1943
“There is no reason anyone would want a
computer in their home.”Ken Olson, President,
Chairman and Founder of Digital Equipment Corporation, 1977
“Heavier-than-air flying machines are impossible.”
Lord Kelvin, President, Royal Society, 1895
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Thanks and Thanks and see you in world!see you in world!
Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.orgwww.knowledgenetworking.orgwww.slideshare.net/eteigland www.slideshare.net/eteigland
Sources and acknowledgementsSources and acknowledgements− Allen, JP, Allen, JP, https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdfhttps://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdf
(Accessed 24 April 2009).(Accessed 24 April 2009).− Chaffey, D. 2009. Chaffey, D. 2009. Benchmarking to improve your digital marketing strategy, Benchmarking to improve your digital marketing strategy,
www.davechaffey.com/blog/www.davechaffey.com/blog/..− Deloitte, 2008. 2008 Deloitte, 2008. 2008 Tribalization of Business Study. Tribalization of Business Study. − DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008.DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008.− Di Gangi, P. 2008, The Content Web Sites, Co-Creation of Value: Exploring Engagement Di Gangi, P. 2008, The Content Web Sites, Co-Creation of Value: Exploring Engagement
Behaviors in User-generated Content Web Sites, Colloquium at Florida State University Behaviors in User-generated Content Web Sites, Colloquium at Florida State University College of BusinessCollege of Business
− Gurteen, D. Online Information 2007: KM goes Social, Gurteen, D. Online Information 2007: KM goes Social, http://www.slideshare.net/dgurteen/km-goes-social-194717http://www.slideshare.net/dgurteen/km-goes-social-194717
− Haag & Cummings, 2008. Information Systems Essentials, McGraw-Hill/Irvine.− Jobber, 2007. Principles & Practices of Marketing, Fifth Edition, McGraw-Hill.− Poole, IBM: Web 2.0 goes to work, http://www.slideshare.net/jward5519/ibm-web-2-0-Poole, IBM: Web 2.0 goes to work, http://www.slideshare.net/jward5519/ibm-web-2-0-
goes-to-work-presentationgoes-to-work-presentation− Wesch, M. http://www.youtube.com/watch?v=TPAO-Wesch, M. http://www.youtube.com/watch?v=TPAO-
lZ4_hU&feature=PlayList&p=F3C55BF4FAEC5737&playnext=1&playnext_from=PL&indexlZ4_hU&feature=PlayList&p=F3C55BF4FAEC5737&playnext=1&playnext_from=PL&index=22=22
Acknowledgements− Allen, JP, University of San Francisco− Mahaley, S., Duke Corporate Education− Fuller, R., Goh, S., Wasko, M., Florida State University, College of Business
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Background to digital marketingBackground to digital marketingReshaping the marketing mix – 4PsReshaping the marketing mix – 4PsFrom OGC to UGCFrom OGC to UGCStepping into the internet – A look at VWsStepping into the internet – A look at VWsDigital marketing planningDigital marketing planningBenefits and challenges of digital Benefits and challenges of digital
marketingmarketingGuest speaker – Marketing by MySpaceGuest speaker – Marketing by MySpace
Joakim Friedman Joakim Friedman
Today’s discussionToday’s discussion