Introduction to Marketing

Lisa Harris and Paul Harrigan30/9/2010

“Change we can believe in”• $28m average raised per month in online donations during 2008• 92m views of display ads per month• 2.2m site visitors per month• 9.8m video views on YouTube• 5,455,665 supporters of the Obama Facebook Group• 285,467 followers on Twitter

Why do you use social media?

A: I don’t use it at all C: I use social media only to support my learning and improve my career prospects

B: I use social media for social purposes only

D: I use social media for social, educational and career purposes

How do you use social media?

A: finding, storing and managing information (iGoogle, Delicious, Netvibes)

C: creating your own original content (Wordpress, YouTube, Flickr, Slideshare)

B: collaboration, networking, commenting on the work of others (LinkedIn, Twitter, Facebook)

D: all of the above

Internet technology has changed the world

■ Years it took to reach an audience of 50 million:

Radio 50 years TV 13 years

Internet 4 years iPod 3 years

2 years 2 years

1 in 8 marriages in US now as a result of online dating.

US Dept Commerce

1999 Google.co.uk 2009 Google.co.uk

■ Google’s UK ad revenue was £1.9 billion in 2008 – ITV’s TV ad revenue was £1.5 billion

■ Google has the highest awareness of any brand in the world (Nielsen 2009) – without any advertising

■ 3.9 billion Internet searches in the UK in a month (ComScore June 2008)

The Internet has changed purchase behaviour

Online Retail TrendChoice...

High Street store typically stocks 800 lines

Good Online Retailer in 2009 typically stocks 18,000 lines

Good Online Retailer in 2010 will stock 30,000 lines

“...the activity and processes for creating, communicating and delivering offerings that have value for customers...”

Digital marketing isn’t just the Internet Microprocessors are going into many different devices

...and 3 screens are now becoming mainstream...

When I want it and Where I want it.

Touch screen mobiles are becoming popular ...and so will Internet video on mobile devices...

■ Its not so much the iPhone but the large touch screen that has produced the first usable Internet browsing mobile device...

...and 3G “all you can eat” connections.

UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years.

Facebook spreads across the web...

Online advertising spend overtakes TV

• Online advertising represented 23.5% of total spend, ahead of TV’s 21.9% (Oct 2009)

• UK advertisers spent £3.54 billion online in 2009 – an increase by 5.7% compared to 2008

• Expenditure on all offline advertising sectors declined in 2009

• Recession has accelerated this trend

13

Web advertising grows from smallest to largest in 6 years

source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003

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TV Advertising

Web Advertising

Press Display

Direct Mail

Press Classified

Outdoor

Radio

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Trends in technology

• Eric Qualmann video ( 4 mins)• Did you know 4? (5 mins)

http://www.youtube.com/watch?v=6ILQrUrEWe8

• 10 Years of changes in technology, BBC report by Rory Cellan-Jones (3 mins): http://news.bbc.co.uk/1/hi/technology/8434373.stm

• http://www.youtube.com/watch?v=jDi0FNcaock (Future of Shopping, Cisco, 1 min)

Getting started: your blog

• To post to your PDP blog, you will need to visit http://www.efolio.soton.ac.uk/blog

• There are separate documents posted on Blackboard (in the MANG6184 Introduction to Marketing folder) showing you – ‘Welcome’ and ‘Learning Together’ presentations– The PDP tasks and deadlines for Semester 1

Getting started: www.delicious.com

Getting started: www.netvibes.com

Thank you!

You are welcome to follow me on any of my social media sites:

• www.lisaharrismarketing.com• www.delicious.com/lisaharris1• www.twitter.com/lisaharris• www.linkedin.com/in/lisajaneharris• www.slideshare.net/lisaharris• www.netvibes.com/ljharris