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Define the scope of Internet marketing Explore the stages of Internet marketing Discuss the relationship stages and the Marketspace Matrix Examine guidelines for success Outline the progression of the book
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. ---AMA
Source: Wind, Jerry and Vijay Mahajan. Digital Marketing. New York: John Wiley and Sons, p.8.
Bricks-and- Mortar
Cell 4 Cell 4
Cell 2 Cell 2
ar ke tin g Im pa ct
Cell 3 Cell 3
In te rn et M
Online
Cell 1 Cell 1
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
Step 7 Evaluating the Marketing Program Step 6 Leveraging Customer Information Through Technology Step 5 Designing the Marketing Program
Identify Unmet and Underserved Need(s) Identify Unmet and Underserved Need(s)
Declare Companys Resource-Based Declare Companys Resource-Based Opportunity for Advantage Opportunity for Advantage
Assess Competitive, Technological, and Financial Assess Competitive, Technological, and Financial Opportunity Attractiveness Opportunity Attractiveness
Car Buyers Are Dissatisfied With Current Car Buyers Are Dissatisfied With Current Retail Car-Buying Process Retail Car-Buying Process
Shoppers Who Feel Intimidated by Sales Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way People and Look for More Efficient Way
Microsofts Software and Free Placement on Microsofts Software and Free Placement on All Its Websites All Its Websites
How Big Is the Online Car-Buying Market? How Big Is the Online Car-Buying Market? Who Are CarPoints Main Competitors? Who Are CarPoints Main Competitors?
Example
Amazon Amazon
Integrated Marketing Integrated Marketing Strategy for Unit Strategy for Unit
Integrated Marketing Integrated Marketing Strategy for Tools and Strategy for Tools and Hardware Unit Hardware Unit
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
Awareness Awareness
Commitment Commitment
Dissolution Dissolution
Level of Intensity
Intensity
Awareness
Exploration
Commitment
Dissolution
Branding
Product
Pricing
Communication
Community
Distribution
Branding
Product
Pricing
Communication
Community
Distribution
Individual
Categories of Levers
Price
Communication
The 2Is should influence The 2Is should influence the design of each cell the design of each cell in the matrix in the matrix
Community
Distribution
Branding
Branding can also Branding can also accentuate (or lessen) accentuate (or lessen) the impact of the levers the impact of the levers in each cell in each cell
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
The willingness to understand customer needs and provide added value to each customer interaction
Integration Integration
The ability to have a holistic view of the customer and the enterprise in order to create a uniquely advantaged strategic plan
Being able to understand the dynamic tension between one-to-one marketing and mass marketing and being able to strike a strategic balance between them The willingness to change the status quo, take chances and use bleeding edge tools to lead teams to success
Willingness to Accept Willingness to Accept Risk and Ambiguity Risk and Ambiguity
The ability to manage marketing campaigns in a more uncertain, dynamic environment, with a new set of tools that often have few records of successes, failures or best-practices
Exhibit 1.10: The New Rules of Marketing for the Global Digital World
Source: Wind, Jerry and Vijay Mahajan. Digital Marketing. New York: John Wiley and Sons, p.8.
Segmentation
There
From
Successful
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
6. Leveraging 6. Leveraging Customer Customer Information Information through through Technology Technology
Customer Relationships Product Pricing Communication Community Distribution Branding Designing the Marketspace Matrix Illustration: Marketing Campaign for The Lord of the Rings: The Fellowship of the Ring
Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion
Traditional marketing methods are still highly relevant in the networked economy, though firms must now consider a host of new and innovative marketing methods available online (e.g., dynamic pricing, online community) In contrast to the one-way mass promotion that characterizes modern marketing, Internet marketing enables firms to engage the individual in personalized dialogues Individualization and Interactivity are two forces that make online marketing different Marketing, and the relationships it creates, should be considered in the context of particular processes and stages