MKTG2032 / MKTG 7037

Internet Marketing

Series II

Now to really push the limits

http://isotropic.org/papers/chicken.pdf

http://www.youtube.com/watch?v=yL_-1d9OSdk

Assessment Topics

Microblogging Blogging Social networking Meme tracking websites Social bookmarking Online auctions Bittorrent The Principle of Rick Rolling M-Commerce Self publishing platform

Semester Part B

Subject Reboot

Planned Schedule

Five topics Services Lifestreaming, Value Creation and UGC Business to Computer: Search Engine

Optimisation

One review + Future of the Internet

Virtual versus Value

Virtualisation and Marketing

Virtualisation, the distribution of the sense of self into fragmented conversations, and the importance of value-in-use over value-in-ownership is recasting the role of marketing from matchmaker of customer and place, into matchmediator of experience provider and experiences

Role of situation in consumer behaviour

Situational influences

Four main types of situations Communication situation

Where? Alone or with others? Surrounding noise? Purchase situation

Where? Alone or with others? In a hurry? Usage situation

With guests or alone? For pleasure or for work? Disposal situation

Before the next purchase? Trade-ins? After the purchase, e.g. packagin

Attitude components and manifestations

SDL Value in use

Services marketing as the delivery of the intangible

Microblogging / Lifestreaming

Microblogging

Microblogging: Posting short thoughts and ideas to a personal blog, particularly by using instant messaging software or a cell phone

http://www.wordspy.com/words/microblogging.asp

Specifications

Short posts (140 character limit) Topicality and Immediacy Transient commentaries Sense of conversation

Related Technique

Lifestreaming An online record of a person's daily activities,

either via direct video feed or via aggregating the person's online content such as blog posts, social network updates, and online photos

http://www.wordspy.com/words/lifestreaming.asp

Pack Leader: Twitter

In the news recently…

• On his way to the police station, Buck took out his cell phone and sent a message to his friends and contacts using the micro-blogging site Twitter.

• The message only had one word. "Arrested."– http://edition.cnn.com/2008

/TECH/04/25/twitter.buck/index.html

• http://someecards.com/upload/somewhat_topical/i_hope_someday_a_one_word_micro_blog.html

Google's Weapon of Choice

Jaiku

Problems

In Ghostbusters, it was a matter of not crossing the streams... lifeblogging and the fracturing of the conversation requires stream aggregation for survival.

Enter the lifestream aggregators

FriendFeed

Profilactic

Microblogging

There is a distinct possibility that the solution of microblogging as a way to be faster, sharper and less intense than blogging has created a problem of draining the attention economy.

That, or it's just cool that we can wax lyrical at 140 character bursts and get back on with life having said our piece

Creating, Communicating, Delivering and Exchanging

How well does the AMA (2007) marketing definition describe

consumer activity on the internet?

Are we consumers, creators, mediators or brokers?