MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

MKTG7037 / MKTG2032

E-marketingWeek 6

Course StructureWeek No Week beginning Topic(s)/Task(s)

1 19 February Chapter 3 Unique features of internet-based marketing

2 26 February Chapter 4 Consumer behaviour

3 5 March Chapter 5 Creating cybercommunities

4 12 March Chapter 6 Applications for business and non-business

5 19 March* Chapter 7 The internet in marketing strategy

6 26 March Chapter 8 The role of product in internet marketing

7 2 April Chapter 9 Promotion: the internet in the promotional mix

8 23 April Chapter 10 Promotion 2: the internet as a promotional medium

9 30 April Chapter 11 Pricing strategies

10 7 May Chapter 12 Distribution

11 14 May Chapter 13 Services marketing online

13 28 May Chapter 14 Relationship marketing

12 21 May Chapter 15 International marketing

Assessment Due Dates

Task Weighting Due• Essay Registration 01 March 16• Solo Assignment 20 March 26• Group-Optional Essay 29 May 21• Final Examination 30 June• Online Forum 20 During semester

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

Dealing with a few internet matters

http://www.euroblog2007.org/euroblog2007-results.pdf

http://www.euroblog2007.org/

http://www.euroblog2007.org/

Don’t look shocked

• Seth Godin– And I’m agreeing with him. It happens. Sometimes

• Thinking about Stripe Generator– Most people can't imagine why you'd want Stripe Generator. After all,

it's just a free tool that... makes stripes.

• Blogs are a tactic, not a strategy– Steve Rubel points out that blogs and trackbacks aren't the only thing

happening these days (TrackBacks Are Dying.) Digg/reddit and lenses and instant messages and tags are all part of the same universe. Each serves a different purpose, but all of them are related and keep moving ideas around.

• You should write an ebook– I'm serious. Smart people with good ideas worth sharing can get a lot

out of this exercise.• http://sethgodin.typepad.com/seths_blog/2007/03/you_should_writ.html

More fun than assignment marking

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

You’re probably going to hate this part

IN CLASS INTERACTIVITY!

Promoting on-line / off-line

• In your opinions…do any of the following…• RFID tags • m-commerce• MMORPG environments • social media marketing • online viral marketing

• Help or hinder promotion?

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

Don’tcha hate it when I take survey results seriously?

Buzz building

• BW: How would you advise a marketer to act if they want to start a buzz?

• DW: First, they should focus less on who people influence and more on how people are influenced

• Second, they should also think more about networks, and network structure, rather than treating everyone as behaving independently.

• Third, they should move away from the idea that buzz can be engineered to achieve some prespecified outcome, and get better at measuring and reacting to buzz that arises naturally – http://socialmarketing.blogs.com/r_craiig_lefebvres_social/

2007/03/fallacies_of_bu.html

Attracting users to the Web

• The five-step model:– Awareness– Attraction– Visit/contact– Purchase– Repurchase

The foundations of promotion

• Six tenets of promotion:– Promotion should be about empowerment.– Promotion can signpost social change.– Promotion can support and encourage.– Promotion can send news.– Promotion can be used to share experiences.– Promotion can be used to answer a dream.

Integrated Marketing Communications (IMC)

• IMC represents a marketing promotions approach that attempts to utilise the value of a comprehensive plan of image and message strategies to present a consistent message across a range of communication methods:– Message consistency– Message clarity

Communicating the URL

• The web site can play a promotional role in one of four different points in the sales process:– Pre-purchase– Point of purchase– Purchase– Post-purchase

Elements of promotional mix

• Advertising• Direct marketing activities• Personal selling• Point of sale/point of purchase• Publicity• Sales promotion• Public relations

Three dimensions of promotion

Source: Kiani, G. 1998, ‘Marketing opportunities in the digital world’, Internet Research: Electronic Networking Applications and Policy, vol. 8, no. 2, pp 185–94.

Promotion of URL offline

• Outdoor advertising: the great outdoors• Home delivery: bring home the dot.com• One-to-one to Web: up close and personal• Product dot.com• Here’s my calling card

Sins of Internet advertising

• The culture of the Internet is still predominantly opposed to advertising that:– does not create value– is not relevant– creates a nuisance.

• These three advertising sins have a disturbingly high tendency to appear in pop-up advertising.

Discussion Questions for the Board

• Yeah, like we’re going to really want to play with the board over the midsemester break?

• Things to do– Take the break off. – Work on your assignment or something.– Download Second Life and play with it