interactive marketing marketing strategies in an internet world paul wang, ph.d. associate professor...
TRANSCRIPT
Interactive Marketing
Marketing Strategies in an Internet World
Paul Wang, Ph.D.
Associate Professor
Integrated Marketing Communications Department
Northwestern University
(847) 491-5019
Weber
This summer, men will spend over two billion hours grilling
And approximately one billion hours making excuses for the results
Grilling should be a joy Not a test of your nerves
Technology in search of a purpose
Technology in search of a market
Internet Marketing
Marketing Challenge
Reasons for Failure
A failure of imagination
A failure of technology
80%
60%40%
Revenues ProfitsOfferings
“Me Too”
Industry (100%)
Marketing Benchmarking
20%40%
60%
Revenues Profits
“Unique”
OfferingsIndustry (100%)
Marketing Benchmarking
Core
Ancillary Value
“Us-too” Replications
Vanilla
“A Herd Mentality”
Core Value
Ancillary Truly Unique
Difficult to Copy
Meaningful and Important
“A Point of Difference”
Culture Differences
Technology Differences
Access Options
Customer “Emotional Connections”
Perceived Difference
Operational Excellence
Competitive Advantage
Genuine Value
Word of Mouth
Economic Success
Formula for Success