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Week 14DIFD 321
The Business of Web Design
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New Basics for Marketing
• History of Marketing• Innovation– Creativity … competitive advantage
• Examples?
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History of Marketing
• 1450: Gutenberg's metal movable type, leading eventually to mass-production of flyers and brochures• 1730s: emergence of magazines (a future vector of niche marketing)• 1836: first paid advertising in a newspaper (in France)• 1839: posters on private property banned in London• 1864: earliest recorded use of the telegraph for mass unsolicited spam• 1867: earliest recorded billboard rentals• 1880s: early examples of trademarks as branding• 1905: the University of Pennsylvania offered a course in "The Marketing of Products"• 1908: Harvard Business School opens• 1922: radio advertising commences• 1940s: electronic computers developed• 1941: first recorded use of television advertising• 1950s: systematization of telemarketing• 1970s: E-commerce invented• 1980s: development of database marketing as precursor to CRM• 1980s: emergence of relationship marketing• 1980s: emergence of computer-oriented spam• 1984: introduction of guerrilla marketing• 1985: desktop publishing democratizes the production of print-advertising• 1991: Integrated marketing communications gains academic status • 1990s CRM and IMC (in various guises and names) gain dominance in promotions and marketing
planning• 1995-2001: the Dot-com bubble temporarily re-defines[citation needed] the future of marketing• 1996: identification of viral marketing• 2000s: Integrated marketing gains acceptance and in 2002 its first dedicated academic research centre
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Making a Difference
• Michael Dell– Selling directly to the consumer
• Seth Godin– Dutch Boy paint can
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What Customers Want
• Trust and Credibility• Confidence and Reliability• The Web as a Brochure?• Should IT be in charge of a website?
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A Value Proposition for the Web
• Mutually beneficial relationship– The web is a “two way street”
• Create an interactive experience• Track and Compile data– Google Analytics
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Build a 1-to-1 Relationship
• Personalize the technology– Examples?
• Convenience, Choice, Value
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Integrated Marketing Communications
• Most people ignore marketing messages– Rather then sending more messages
the same way, try a new way
• FreshDirect example
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Faster, Better, Cheaper
• The Need for Speed• Quality… how does it relate?
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Economic Possibilities
• What will it cost?• What’s the ROI?– Boost revenue– Lower support costs– Reduce development waste– Improve customer satisfaction