class 8b: social marketing for web 2.0 projects
DESCRIPTION
Phil Osborne from marketing shares his views on marketing, Web 2.0, and social media.TRANSCRIPT
COMP113Web 2.0 and Online Communities
introduction to marketing for web 2.0 projects
Phil Osborne2010
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what is marketing?as old as business itself
misunderstoodmarketers reputation as bad as politicians, lawyers, used car salesman
marketing as sellingmost people perceive marketing as promotion
advertisements, sales promotions
convincing people to consume / purchase things they don’t need
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beyond selling things
marketer as agent for the firm
marketer as agent for the customer
good marketing decreases the need for promotioncustomers as advocatesword of mouth and word of mouse
ultimate aim is to understand the market (particularly customers) and align the companies efforts
the right product, at the right place, at the right time, at the right price
Competing on price is a race to the bottom!
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Do you have a price advantage?Better than China or Walmart?
Price is a barrier to entryMight reduce the probability that users will ‘try’ your offering
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http://www.youtube.com/watch?v=_peESe2Aa-Y
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real marketing attempts to
know and understand the customer so well that that market offering fits him/her/them and sells itself
though the marketer will have to let the customer know it is available
create enough value so both the customer and organisation are satisfied
it should result in a customer who is ready to interact (again and again)
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value
generally represented by money in exchangecan be non economic in both benefit and cost calculation
customer benefits can include emotional, status
costs can include time, convenience
subjective
determined by the user…
What is the value of this?
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Wii FM
Everybody's favourite radio station
What’s In It For Me…
How does the social network create opportunities for the user…
Why should I participateThe lurker dilemma
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implications
you (producer) cannot produce valueonly value propositions
requires users!co-creation
you won’t know what they value!flexible, adaptable, customisable
http://tiny.cc/tcpbw
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one size fits no one
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marketing can help…
the STP process
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segmentation, targeting and positioning
Same ‘product’ different customers
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segments
there are a number of different ways to identify the composition of a market using geographic, demographic, psychographic and
behaviouristic variables
in practice, a marketer will use as many segmentation variables as possible to get a
clear description of the segment
describing segments of a market lets us profile who the typical customer in that
segment will be
this ‘picture’ is used to determine which segments within the market we will target
(based on your value proposition _ what do you have that they want)
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targeting
evaluate the attractiveness of
segments AND
make a choice which segments to serve
target markets are those segments of a
market at which we will direct marketing
activity
developing a marketing mix that will appeal to
that segment
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positioning
positioning aims to shape the way consumer’s perceive the offer by creating a distinct image of the product in the consumer’s mind
positioning works to determine a product’s position in relation to competing products and has the effect of influencing people’s opinions as it recognises that consumers set a product’s position based on their understanding of it
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choosing a positioning strategy
product’s position - the way the product is defined by consumers on important attributes
the place the product occupies in consumers’ minds relative to competing products
marketers must:plan positions to give their offerings the greatest advantage in selected target marketsdesign marketing mixes to create these planned positions
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so…
you will be expected to understand ‘the market’ and justify your decisions…
by investors (venture capitalists, bankers etc)
by employers
KNOWING THIS STUFF GIVES YOU A COMPETITIVE ADVANTAGE
market information makes it easier to make decisions…
marketing can’t be considered an afterthought
retro-fitting anything makes it harder
Information Sources
Primary Research
Secondary Data
Internal Data
Asking your customers
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Questions to Ask
How much is the information worth?
How accurate is the information?
How are you going to use the information?
When (and how often) will you collect the information?
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inspiration?
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books