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Marketing(e)
The Marketing reloadedBy Salah Benzakour - 2009
* For marketers and those who they call “eMarketers”
V0.1
Warning
• This presentation is not about eMarketing• This is not a commercial presentation• This presentation does not include a
methodology, or any academic definitions.• It’s about a new concept that describes
Marketing in the era of information society
Introduction
Facts*
• 1.4 billion people in the world are using internet• They are browsing websites, sending emails,
chatting, buying, selling, sharing, playing…• When users were denied web access
for two weeks during a study, they suffered withdrawal symptoms and feelings of loss
• Younger generation can't live without Internet• Internet users feel confident, secure and
empowered* See appendixes for references
Computer/Internet EvolutionUsage Revolutions
Companies using computer
Individuals using computer
Computer@Production
Computer@Marketing
Computer@Home
~1950 ~1970 ~1980
Internet@Home
~1990
eCommerce(Commercial web)
~2000
Web 2(Editable web)
~2008
The use of computer and IT spreads from professional to personnel sphere
Web 3(Objects web)
~2011
Ultimate Web(Total immersion)
~2020
Main Insights
• Almost everybody in the western hemisphere is using internet
• Internet is a living environment• Internet empowers its users
Recommended action: Check the % of internet penetration in your
client portfolio
Clients and internet
The New ClientThe new Client is:• Connected to other Clients Word of mouth through social
networks/emails• Demanding Multiple choices through eCommerce• Vigilant Going online before making a decision (Search engines,
comparing prices, reviews, social networks)• Unfaithful Perpetual seek of benefice maximization and
cost/effort reduction (“Want more attitude”)
And moreover, he:• Doesn’t have time to read all the good things you write about your
solution (product/service)• Wants customized solutions (Products/Services)• Wants solutions that are cost effective and ecological
Main Insights
• Thanks to internet the Client has really become the KING.• And a King deserves to be treated like a King: Honor to whom
honor is due.
Recommended actions: Check in the internet what your clients are saying about your
brand(s) and your competitors. Conduct a satisfaction survey online Check how your Clients are using your solution
(product/service) Ask your Clients (or some of them) why they use/buy your
solution
Marketing and eMarketing basics reminder
Reminder of Marketing Definition
• « Marketing is about maximizing the company’s profits, building an offer in light of the clients requests, competition, available ressources and defined framework » IFG
• Two things bring value to companies : Marketing and R&D
Marketing Main Components
ClientSphere
CompanySphere
Mar
ket s
tudi
es
Marketing Management
Operational Marketing
Understand Client’s needsSegmentation
Targeting and PositioningDesign a marketing plan
Execute a marketing plan4Ps (Product; Price;
Promotion; Place)
Solution*
Solution = Product or/and service
eMarketing
• Three pillars (3Cs):– Defined targeted audience (Community)– Web pages (Content)– Online Promotion (Communication)
eMarketing in Marketing
Mar
ket s
tudi
es
Marketing Management
Operational Marketing
4 Ps
PromotionOffline
OnlineeMarketing
Main Insights
• Marketing is all about satisfying the client’s needs
• eMarketing is the use of the online channel to promote a company’s brand or products
• eMarketing is a constituent of operational Marketing
Old School Marketers and Internet
Old School Marketers*
• They think that having a website is enough to master the online presence of their brand(s)
• They think that doing some eMarketing efforts (SEO, SEM, Banner campaigns…) is enough to acquire and retain clients online
* I’m sure it’s not your case
Main Insights• Old school marketers don’t understand the real power of internet
and how it empowers their clients.• Old school marketers apply the offline marketing and
communication patterns on the internet• When they think internet, old school marketers are in the “offer
perspective” and not in the “demand perspective”
Recommended actions:• Go beyond the “what” question when thinking about your online
actions, try to answer 3 times the “why” question.• Stop focusing on technology and web tools and feed yourself with
deeper questions/answers (ie: information society, psychology of Client behaviors, trends, weak signals, and from time to time read the basics of marketing…)
Marketing to the power of (e)
Marketing(e) Concept
Mar
ket s
tudi
es
Marketing Management
Operational Marketing
Client
Com
pany
Exchanges
Mix of online and offline techniques
Hybridation
Solution
Exchanges
Exch
ange
s
Marketing(e) Definition
« Marketing is about maximizing the company’s AND client’s profit, building together a solution that meets the client’s needs, using in a balanced way all the capacities of information technologies while taking into account the competition, all available ressources and the given framework. »
Marketing(e) Vs eMarketing
eMarketing :– Adding the (e) to existing
marketing– Using internet as an
additional channel to execute a part of the promotional strategy
Marketing(e):– Integrating the (e) into the
DNA of marketing.– Enhancing the solution value
exponentially– Integrating the Client
expectations and needs in all marketing steps
– Taking advantage of the power of online exchanges
– Producing hybrid solutions (products and services)
Main Insights
• Marketing(e) really integrates the clients’ benefit and voice in the heart of the Marketing process
• Marketing(e) is a process where online and offline channels are combined to exponentially increase the client and company benefits
Recommended actions:• Create a private community with some of your current or
potential customers• Involve this community in the thinking about the evolution
of your solution• Think about how you can increase the clients’ benefit if you
integrate online services to your solution
Marketing(e) case studies
Marketing(e) case studies
Hybrid Marketing approach:• Tcho
Hybrid product:• Nike+
Tcho
TCHO is a chocolate company that uses internet in the early stage of the creation process of a chocolate.TCHO was the first company in the world to publicly release a beta version of it’s chocolate.
Main idea: Even for a “classic” product there are ways to leverage the added value of information technologies in order to enhance client satisfaction.
http://www.tcho.com
Nike+iPod
The Nike+iPod Sports Kit is a device which measures and records the distance and pace of a walk or run. The Nike+ iPod consists of a small accelerometer attached to or embedded in a shoe, which communicates with either the Nike+ sportband or a receiver plugged into an iPod Nano. If using the iPod, iTunes software can be used to view the walk or run history.
Main idea: Nike and Apple created a new hybrid offer (Real object + software + internet community) that enhances the user experience and generates added value.
http://www.apple.com/ipod/nike/
Conclusion
• Marketing(e), two pillars:– Hybrid marketing process– Hybrid solution (product and service)
• Marketing(e) is Marketing reloaded• eMarketing is a component of Maketing(e)
Want more? See next slide
Act
• Send a comment• Recommend this presentation to a friend• Download and enhance this presentation• Participate in the first Marketing(e) collective
book Send an email to: contact (at) SalahBenzakour.com
About me
• Salah-Eddine Benzakour : Marketer(e)
• http://www.SalahBenzakour.com• http://Twitter.com/SalahBenzakour
Appendix
Facts Sources• Photo background premier slide : TTDesign @ Flickr - http://is.gd/1w1W2 • E-Commerce, the Consumer Decision Process, and the Theory of Reasoned Action:• http://www.surl.org/usabilitynews/32/Internet_attitude.asp• How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car• http://eprints.ru.ac.za/961/• Computer history• http://www.computerhope.com/history/19902000.htm• YAHOO! AND OMD REVEAL STUDY DEPICTING LIFE WITHOUT THE INTERNET• http://docs.yahoo.com/docs/pr/release1183.html• Younger generation can't live without Internet• http://www.bizreport.com/2007/07/younger_generation_cant_live_without_internet.html• World internet stats
Thank you