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Lecture slides for Stockholm School of Economics Marketing II course spring 2010 (based on chapter 18 of Jobber's Principles and Practices of Marketing textbook used in the course)
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Digital Marketing
Dr. Robin TeiglandStockholm School of Economics
robin.teigland@hhs.sewww.knowledgenetworking.orgwww.slideshare.net/eteigland
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Background to digital marketing
Reshaping the marketing mix – 4Ps
Digital marketing implementation
Beyond marketing through digital
marketing
Guest speaker – Lisa Enckell (SSE 4M)
Today’s discussion
What is digital marketing?
The application of digital technologies that form channels to market…− Internet (2D to 3D)− Mobile communications− Interactive television − Interactive traditional media (billboards, print)− Wireless
…..to achieve corporate goals through meeting and exceeding customer needs better than the competition.
Adapted from Jobber 20073
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Social Media Revolutionhttp://www.youtube.com/watch?
v=sIFYPQjYhv8
How are these trends affecting the traditional marketing mix?
A new consumer is appearing…
Prensky 2001, Beck and Wade 2004, Mahaley 2008
“Digital Immigrants”“Digital Natives”
Traditional marketing vs digital marketing
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http://adultaddstrengths.com/2008/11/05/obama-vs-mccain-social-media/
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Background to digital marketing
Reshaping the marketing mix – 4Ps
Digital marketing implementation
Beyond marketing through digital
marketing
Guest speaker – Lisa Enckell (SSE 4M)
Today’s discussion
Digital marketing media
Internet (2D and 3D, virtual worlds)
Mobile communications
Wireless
Interactive television
Interactive billboards and print
Adapted from Jobber 2007 12
Real-time price comparisons
14http://www.youtube.com/watch?v=4sqo9RiIYCY&feature=related
Reshaping place
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Global, virtual, & always open• Distance no longer a cost
• Business location irrelevant• 24/7 real-time trading
Jobber 2007
Redgrave
Reshaping promotion
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Permission-basedInstantaneous – real time
InteractiveJobber 2007
Reshaping promotion - Interactivity
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www.mobilitysite.com
www.bbc.co.uk/
Convergence of
technologies
Reshaping promotion - Interactivity
Interactive ads in traditional print media− Augmented reality, mobile phones− http://www.youtube.com/watch?v=RsZTbIjLHNA&feature=related (zoo)− http://www.youtube.com/watch?v=S-G8u-01t0k&feature=PlayList&p=46ED12
AC63B128FC&playnext=1&playnext_from=PL&index=1 (car)
Interactive billboards− Video, mobile phones− http://www.youtube.com/watch?v=BK7qfpvod2w&feature=related (Shanghai)− http://www.youtube.com/watch?v=5-bNZRAypgQ&feature=PlayList&p=CDD9F
931D4215694&playnext=1&playnext_from=PL&index=1 (Nokia)
Interactive video advertisements− Video, internet− http://www.youtube.com/watch?v=tJrq-ZwBehA&feature=PlayList&p=B74C1D
B8C72A381E&index=4 (Volvo)
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3D interactive marketing
Miss Calypso Virtual Beauty Pageant on Planet Calypso
−Fashions were modeled by avatars walking a virtual catwalk
−Available for purchase in Planet Calypso as a digital good
Viral marketing
Encourages users of product or service supplied by business to encourage friends to join in as well
Haag & Cummings 2008 21
http://www.ignitesocialmedia.com/viral-marketing-examples/
Reshaping product
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Individualized
Customized
Digitalized
But this is only the beginning….so much more to
come!
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Background to digital marketing
Reshaping the marketing mix – 4Ps
Digital marketing implementation
Beyond marketing through digital
marketing
Guest speaker – Lisa Enckell (SSE 4M)
Today’s discussion
Stages in digital marketing planning
Jobber 2007
1. What are the drivers?
2. What is the environment?
3. What is the objective?
4. How can you create superior value?
5. How should activities be integrated?
6. What competencies are needed? Etc.
7. What should be measured?
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There is nowhere to hide
http://www.youtube.com/watch?v=t8XxcOj3SeoFortune, Rey 2008
Monitor social media sites and react in a timely fashion
The 5 Is of digital marketing
Identification – customer specifics
Individualism – tailored for lifetime purchases
Interaction – dialogue to learn about customers’ needs
Integration – of knowledge of customers throughout company
Integrity – develop trust through non-intrusive marketing such as permission marketing
Peppers & Roger 1997
Will it replace the traditional marketing mix?
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Background to digital marketing
Reshaping the marketing mix – 4Ps
Digital marketing implementation
Beyond marketing through digital
marketing
Guest speaker – Lisa Enckell (SSE 4M)
Today’s discussion
“Clearly if social activity migrates to synthetic worlds, economic activity will go
there as well.” Castranova
http://www.youtube.com/watch?v=-ahqjBeknT0 35
• USD 3 bln in virtual goods sales in 2009, to grow to USD 12
bln in 2012
• Swedish government granted bank license to Mind Bank in 2009
• USD 330,000 for virtual space station in 2010
Virtual World revenues
USD 2bln in 2009
US spending on virtual goods expected to double to between USD 400 and 600 mln in
2009
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Thanks and see you in world!
Karinda Rhode
aka Robin Teiglandrobin.teigland@hhs.se
www.knowledgenetworking.org
www.slideshare.net/eteigland
Sources and acknowledgements− Allen, JP,
https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdf (Accessed 24 April 2009).
− Chaffey, D. 2009. Benchmarking to improve your digital marketing strategy, www.davechaffey.com/blog/.
− Deloitte, 2008. 2008 Tribalization of Business Study. − DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008.− 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 College of Business
− Gurteen, D. Online Information 2007: KM goes Social, http://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-goes-to-work-presentation− Wesch, M. http://www.youtube.com/watch?v=TPAO-
lZ4_hU&feature=PlayList&p=F3C55BF4FAEC5737&playnext=1&playnext_from=PL&index=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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