Digital Marketing Teigland

transcript

Digital MarketingDigital Marketing

Dr. Robin TeiglandDr. Robin TeiglandStockholm School of EconomicsStockholm School of Economics

robin.teigland@hhs.serobin.teigland@hhs.sewww.knowledgenetworking.orgwww.knowledgenetworking.orgwww.slideshare.net/eteigland www.slideshare.net/eteigland

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

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

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

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

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

Reshaping the marketing mixReshaping the marketing mix

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

TransparentTransparentFlexibleFlexibleDynamicDynamic

Jobber 2007Jobber 2007

Reshaping placeReshaping place

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

Reshaping placeReshaping place

IBM’s Green Data Center IBM’s Green Data Center in Second Lifein Second Life

Reshaping promotionReshaping promotion

Permission-basedPermission-basedInstantaneous – real timeInstantaneous – real time

InteractiveInteractiveJobber 2007Jobber 2007

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)

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

Reshaping productReshaping product

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!

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

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

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

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

The Pink Community – Victoria’s Secret

DesAutels 2008DesAutels 2008

Interactive TVInteractive TV

Motorola Q – Creating contentMotorola Q – Creating content

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

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

Customers of Customers of

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

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

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

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

Co-creating solutions for today…Co-creating solutions for today…

Philips Design GroupPhilips Design GroupLead-user innovation workshopsLead-user innovation workshops

……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

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

780,000 usersUSD 400 mln turnover 2007

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

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

Reshaping the marketing mixReshaping the marketing mix

Stages in digital marketing planningStages in digital marketing planning

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

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

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

Wikis CollaborationCustomer engagement

Motorola Q

Social networking sites

Community developmentRelationship buildingCustomer loyalty

Viktoria’s SecretJeep

Virtual worlds CollaborationInnovationEngagement

NokiaPhilipsIBM

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

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

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

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

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

Are there any benefits from social media, Are there any benefits from social media, or is it all hype?or is it all hype?

IBM social software benefits acknowledged by % of survey respondents

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

Users create their own meaningsUsers create their own meanings

67Wesch 2008

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

Global digital dividesGlobal digital divides

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?

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

“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

Thanks and Thanks and see you in world!see you in world!

Karinda RhodeKarinda Rhode

aka Robin Teiglandaka Robin Teiglandrobin.teigland@hhs.serobin.teigland@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

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