[  service  marke,ng  ]  Service  marke+ng  in  the  digital  age  

and  the  importance  of  data  

web  analy+cs  

customer  databases  

customer  profiles  

target  segments  

media    plans  

marke+ng  campaigns  

data    insights  ac+on  

“Helping  companies    op/mize  their  marke/ng  strategy    by  providing  ac/onable  insights    based  on  solid  data  analysis.”  

[  august  2008  ]   [  datalicious.com  ]  

web  analy+cs  

customer  databases  

customer  profiles  

target  segments  

media    plans  

marke+ng  campaigns  

data    insights  ac+on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

perishable  marke,ng  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  datalicious.com  ]  [  august  2008  ]  

[  datalicious.com  ]  [  august  2008  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  the  right  mix  ]  

[  august  2008  ]   [  datalicious.com  ]  

mix  

place  

product  

price  

people  process  

physical  evidence  

promo,on  

[  aida(s)  ]  

[  august  2008  ]   [  datalicious.com  ]  

awareness   interest   desire   ac+on   sa+sfac+on  

old  media  

social  media  

new  media  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

break  yay!  

[  promo,on  ]  

[  august  2008  ]   [  datalicious.com  ]  

audiences  

content  pla>orms  

[  august  2008  ]   [  datalicious.com  ]  

[  online  oxygen  ]  

online  oxygen  =  digital  way  of  life  

[  august  2008  ]   [  datalicious.com  ]  

rewiring  brains  =  different  neural  pathways  

[  august  2008  ]   [  datalicious.com  ]  

quick  and  ruthless  =  reduced  aCen,on  spans  

[  basic  human  needs  ]  

web  2.0  

[  august  2008  ]   [  datalicious.com  ]  [  source:  maslow  ]  

[  flickr.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

Iden,fy  the  influencers  and  advocates  

[  source:  isobar,  lococitato]  

[  promo,on  ]  

[  august  2008  ]   [  datalicious.com  ]  

audiences  

content  pla>orms  

[  digital  media  ]  

[  august  2008  ]   [  datalicious.com  ]  

>  50%  digital  by  2008    

[  source:  carat  ]  

[  australia  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  digital  universe  today  ]  

[  august  2008  ]   [  datalicious.com  ]  [  source:  isobar  ]  

[  virtual  shopfront  ]  

[  august  2008  ]   [  datalicious.com  ]  

what  if  your  store  is  not  listed  in  Google?  

[  source:  jeffrey  cole,  surveying  the  digital  future  ]  

[  promo,on  ]  

[  august  2008  ]   [  datalicious.com  ]  

audiences  

content  pla>orms  

[  recall  scores  collapse  ]  

[  august  2008  ]   [  datalicious.com  ]  

%  recall  one  day  aFer  adver+sing  message  

[  source:  nad,  nielsen  ]  

[  unpopular  ads  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  broadband  video  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  datalicious.com  ]  

[  viral  branding  ]  

[  august  2008  ]  

loss  of  control?  

[  source:  xtract  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  social  australia  ]  

[  august  2008  ]   [  datalicious.com  ]  

100%  Consumers    search  for    and  find    content  

10%  Synthesisers  find,  adapt,    add  to  and    

share    

[  age  of  synthesisers  ]  

1%  Creators  

start  groups,  create  and  publish    

[  august  2008  ]   [  datalicious.com  ]  

web  2.0  

[  source:  isobar  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  datalicious.com  ]  

[  fat  head  vs.  long  tail  ]  Vo

lume  

Varia,ons  

[  august  2008  ]  

one2many  

one2one  

[  source:  chris  anderson  ]  

[  blogsphere    2003  –  2006  ]  

[  august  2008  ]   [  datalicious.com  ]  

exponen,al  growth  

[  source:  technora+]  

[  back  to  basics  ]  

company   consumer  

search  

wom,  blogs,  emails,  reviews,  communi+es,  social  networks,  photo  sharing,  video  sharing  

[  august  2008  ]   [  datalicious.com  ]  

promo,on  

service  (7Ps)  product  (5Ps)  

experience  brand  

[  source:  don  schultz,  northwestern  university  ]  

[  new  marketplace  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  datalicious.com  ]  [  august  2008  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  case  study  ]  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]  

[  datalicious.com  ]  [  august  2008  ]  

[  case  study  ]  §  The  7Ps  of  service  marke+ng  

–  Simpsons  of  PoPs  Point  Hotel  example  §  Most  popular  hotel  for  Sydney  on  TripAdvisor.com  §  High  organic  Google  ranking  for  “PoPs  Point  Hotel”  §  Actual  hotel  website  rather  average  and  outdated  

§  Group  task  –  Split  into  groups  

§  Maximum  of  5  students  in  each  group  §  Maximum  of  2  students  presen+ng  results  

–  Present  the  7Ps  of  service  marke+ng  §  Use  the  above  hotel  as  the  key  example  for  each  P  §  Show  the  hotel’s  strength  and  weaknesses  for  each  P  §  Suggest  improvements  for  the  hotel’s  weaknesses  

[  august  2008  ]   [  datalicious.com  ]  

[  useful  links  ]  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

[  august  2008  ]   [  datalicious.com  ]  

[  newsleCers,  blogs  ]  

§  hPp://www.emarketer.com/    §  hPp://www.techcrunch.com/    §  hPp://www.smartbrief.com/iab/    §  hPp://www.marke+ngvox.com/    §  hPp://www.imediaconnec+on.com/    §  hPp://www.trendwatching.com/    §  hPp://www.springwise.com/  

[  august  2008  ]   [  datalicious.com  ]  

[  newsleCers,  blogs  ]  

§  hPp://www.lifehacker.com/    §  hPp://www.useit.com/alertbox/    §  hPp://weblogs.hitwise.com/  §  hPp://www.wired.com/    §  hPp://www.technora+.com/weblog/    §  hPp://del.icio.us/cbartens/ar+cles/    

[  august  2008  ]   [  datalicious.com  ]  

[  datalicious.com  ]  

[  trends,  char,ng  ]  

§  hPp://www.hitwise.com.au/datacenter    §  hPp://www.google.com/trends    §  hPp://www.google.com/zeitgeist    §  hPp://www.blogpulse.com/  §  hPp://www.alexa.com/    §  hPp://www.compete.com/    §  hPp://www.visualcomplexity.com/vc/  

[  august  2008  ]  

[  research,  sta,s,cs  ]  

§  hPp://www.etcnewmedia.com/    §  hPp://www.internetworldstats.com/    §  hPp://www.doubleclick.com/    §  hPp://www.digitalcenter.org/    §  hPp://www.online-­‐publishers.org/    §  hPp://www.clickz.com/    §  hPp://www.nngroup.com/    

[  august  2008  ]   [  datalicious.com  ]  

[  research,  sta,s,cs  ]  

§  hPp://www.jupiterresearch.com/  §  hPp://www.pewinternet.org    §  hPp://www.atlassolu+ons.com/ins+tute  §  hPp://adlab.microsoF.com/    §  hPp://searchmarke+ng.yahoo.com/    §  hPp://adwords.google.com/    §  hPp://www.googspy.com/    

[  august  2008  ]   [  datalicious.com  ]  

[  today’s  ar,cles  ]  §  hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/  §  hPp://www.springwise.com/tourism_travel/effortless_online_travel_organ/  §  hPp://www.springwise.com/tourism_travel/facilita+ng_cab_shares_to_the/  §  hPp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/  §  hPp://www.springwise.com/marke+ng_adver+sing/for_a_reward_crowds_name_new_p/  §  hPp://www.springwise.com/style_design/customermanufactured/  §  hPp://www.springwise.com/automo+ve/pricehub_used_cars_price_trans/  §  hPp://www.springwise.com/homes_housing/real_estate_30_update/  §  hPp://www.springwise.com/entertainment/music_at_market_prices_update/  §  hPp://www.springwise.com/life_hacks/transparency_tyranny_hits_the/  §  hPp://www.springwise.com/media_publishing/usergenerated_video_for_the_co/  §  hPp://www.springwise.com/tourism_travel/hotel_search_video_completes_t/  §  hPp://www.springwise.com/media_publishing/product_popularity_polls_ilike/  §  hPp://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/  §  hPp://en.wikipedia.org/wiki/Zappos.com  §  hPp://en.wikipedia.org/wiki/Crowdsourcing  §  hPp://en.wikipedia.org/wiki/User-­‐generated_content  §  hPp://en.wikipedia.org/wiki/Social_media  §  hPp://en.wikipedia.org/wiki/Social_marke+ng  §  hPp://en.wikipedia.org/wiki/Influencer_marke+ng  §  hPp://www.trendwatching.com/trends/transparency.htm  §  hPp://www.trendwatching.com/trends/customer-­‐made.htm  

[  august  2008  ]   [  datalicious.com  ]  

[  august  2008  ]   [  datalicious.com  ]