MKT MKT 0018/010018/01

INTERACTIVE INTERACTIVE MARKETINGMARKETING

Week 1Week 1

•About YOUYOU•About MEME•Review Our Syllabus

Charge Ahead Boldly!Charge Ahead Boldly!

Tonight’s Agenda

Our Textbook

About ME

BA in Comms (MBA Mktg) 20 Years In Corp. America Started Career as Recruiter Marketing/Sales BackgroundLaunched The Chazin Group ‘04

Contact me:Tel: (201) 683-3399E-mail: Ethan@TheChazinGroup.com

What I DoWhat I Do I teach (lots of) stuff Job Search Strategies Interviewing & Networking Career Coaching Life / Work Balance Business Owner Coaching Human Capital Development Professional Development Salary Negotiations

ResourcesResources

Hello, Hello, INTERNEINTERNE

TT

A COLD WAR Creation

• President Eisenhower started the science research agency Advanced Research Projects Agency (ARPA) within the DoD immediately after, and in response to, the Cuban Missile Crisis.

• ARPA connected computers together into networks of networks in a decentralized structure.

• ARPA convinced the military that digital communications was better than analog, due to packet switching.

• Protocols developed so that computers could talk to each other.

History

• Late ‘60s through ‘70s ARPA joined with other US allies, then with the DoE, NASA and NSF.

• During the late ‘70s Net commercialization began.

• In 1979, CompuServe began offering email & tech support.

The The FoundersFounders

1979

Microsoft

• Invented the OS with the introduction of MS-DOS in 1981 for the IBM PC.

• MSFT Windows launched Nov. 10, 1983 as IBM launched its own OS (Top View.) It died quickly.

• Windows began shipping in November 1985.

Early Apple 2 Steve’s

In 1971, Steve Jobs and Steve Wozniak (founders of Apple Computer Inc.) went into business to build ‘Blue Boxes’ device that allowed free illegitimate phone calls by faking the signals used by AT&T.

World Wide Web

The World Wide Web software system was

developed by Tim Berners-Lee Tim Berners-Lee in 1989 while at

CERN European particle physics lab, to make

navigating the Internet easier and launched it

In1993. He’s the Director of the W3CW3C

For Discussion

The “FATHER”The “FATHER”of the Internet???of the Internet???

Marc Andressen

• In 1993 Marc Andressen Marc Andressen developed the first Web

browser called Mosaic.Mosaic.• Mosaic is credited with

popularizing the www and opened up the web to the general public.

Andressen

• Andressen later becomes one of the founders of Netscape.

• He then becomes the Chief Technology Officer of AOL, after it acquired Netscape.

For Discussion

What if you had to What if you had to pay pay for the Internetfor the Internet??

Would that be a GOOD Would that be a GOOD thingthing??

What’s What’s MarketingMarketing??

““Marketing is the process Marketing is the process of planning and executing of planning and executing the conception, pricing, the conception, pricing,

promotion, and distribution promotion, and distribution of ideas, goods, and of ideas, goods, and services to create services to create

exchanges that satisfy exchanges that satisfy individual and individual and

organizational goals.”organizational goals.”

A.M.A Definition

What isWhat is

“Internet marketing Internet marketing is the process of building and maintaining customer

relationships through online activities to facilitate the

change of ideas, products, and services that satisfy the goals

of both parties.”

A Definition

This This 77 Stage Process includes: Stage Process includes:

• Frame/identify the market opportunity.• Create the marketing strategy.• Design the customer experience.• Create the customer interface.• Design the marketing program.• Get customer information using technology.• Evaluate program results.

Internet Marketing Process

Screen-to-Face Interface

The 4 Stages ofCustomer

Relationships

• Awareness.• Exploration/Expansion.• Commitment.• Dissolution (80/20 Rule).

4 Stages of Customer Relationships

• FrequencyFrequency of the connection with customers: How often does the customer visit the website?

• DepthDepth of the contact: How thoroughly is your customer using your website?

• Scope Scope of the connection: how many different points of contact does the customer have with the company?

3 Stages of Customer CONNECTION

The Internet Marketing Mix

• Product.• Price.• Place• Packaging.• Promotion.

•Community.Community.•Branding.Branding.

Internet Marketing 5P-CB Mix

NEW!NEW!

TRADITIONALTRADITIONAL

INTERACTIVITYINTERACTIVITY

INDIVIDUALIZATIONINDIVIDUALIZATION

Internet Marketing 2I Mix

NEWNEW

• They can be established quickly.• How do you leverage to build stronger

customer relationships?• Good for building customer awareness and

encouraging exploration and commitment.

Online Communities

Online Communities

Online Communities

Online Communities

What’s What’s BRANDINGBRANDING??

What’s a What’s a ““BrandBrand??””

Is it a Is it a LOGOLOGO??

……a taglinea tagline??

“Finger-Licking Good.”

“We Bring Good Things to

Life.”

“Quality isJob One.”

……a jinglea jingle??

Is a Brand a Is a Brand a PROMISEPROMISE??

MemorableMemorable

InvaluableInvaluable

UniqueUnique

Why Brands Why Brands MatterMatter

• Reduces the cost associated with searching for products internally (how much to think about them) and externally (how much to look for them)

• Define product/service qualities• Present product/service characteristics• Chance to “connect” with product maker• Sign of “perceived” quality…PRESTIGE• Help consumers organize their knowledge

about a product to clarify their decision-making and thus adds value to firms.

Brands Matter to Consumers

• Signal characteristics to consumers• Reduce the risks for consumers in their

purchase decisions:– Functional riskFunctional risk: product doesn’t perform up to

expectations– Financial riskFinancial risk: Product’s not worth the price paid– Physical riskPhysical risk: product poses a physical threat– Social riskSocial risk: Product results in embarrassment from

others– Psychological riskPsychological risk: Product affects mental well-

being of the user– Time riskTime risk: A product’s failure costs the consumer a

chance of finding another acceptable product

Brands Matter to Organizations

• Serve an identification purpose

• Legal protection such as intellectual property rights for certain brand attributes

• Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it

>>>>>>

Brands Matter to Organizations

IndividualizationIndividualization&& InteractivityInteractivity

Impact of 2Is on Marketing Mix

• MASS CUSTOMIZATION MASS CUSTOMIZATION means having the ability to send out customized communications with MANY customers simultaneously.

• The customer customer determines the amount of interaction that they have with the firm.

Individualization

• The extent/amount of 2-WAY2-WAY communication between the customer and the company.

• The Internet gives customers the power to engage with the firm in a way never previously permitted.

• Shift from broadcast’s 1-WAY dialog (TV, radio, newspapers ) to an interactive marketing dynamic which fosters debate, exchange and…

… …CONVERSATIONCONVERSATION!!

Interactivity’s Interactivity’s New Paradigm

Market SpaceMarket SpaceMatrixMatrix

Market Space Matrix