using the internet to market products and services 09
DESCRIPTION
Check links @ http://delicious.com/ctsimoes/ucpTRANSCRIPT
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
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• Interactives• Blogs
• 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!
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