bob griffin - int225 marketing communication & e-commerce 7 : the law of globalism 8 : the law...

Bob Griffin - INT225 Marketing Communication & E-commerce

7 : The Law of Globalism

8 : The Law of Time

9 : The Law of Vanity

10 : The Law of Divergence

6 : The Law of Advertising

Laws of Internet Branding

11 : The Law of Transformation

1111Advertising off the Net will be a lot bigger than on the Net . . . That’s the way it used to be. . .

History: All indicators suggest that online advertising just doesn’t work, but it has been increasing over the past

several years.Recent Online Spending:Vonage - 40% of advertising budgetAT&T - 8 % of advertising budgetDell – 18% of advertising budgetWalt Disney Co – 9% of advertising budgetGM – 6% of advertising budgetExperian Group – 70% of advertising budgetVerizon – 6% of advertising budgetApollo Group – 98% of advertising budgetIAC Interactive – 40% of advertising budgetAmeritrade – 62% of advertising budget

Advertising off the Net will be a lot bigger than on the Net . . . That’s the way it used to be. . .

History: All indicators suggest that online advertising just doesn’t work, but it has been increasing over the past

several years.Recent Online Spending:Vonage - 40% of advertising budgetAT&T - 8 % of advertising budgetDell – 18% of advertising budgetWalt Disney Co – 9% of advertising budgetGM – 6% of advertising budgetExperian Group – 70% of advertising budgetVerizon – 6% of advertising budgetApollo Group – 98% of advertising budgetIAC Interactive – 40% of advertising budgetAmeritrade – 62% of advertising budget

The Law of Advertising

The Defining Statement

Notes



8 : The Law of Time






1111Advertising off the Net will be a lot bigger than on the Net.

The main reason advertising is tough on the web is that the target (user) is in charge, not the shooter; this all bodes well for PERMISSION MARKETING and interactivity.

Consumers need and want information.

Category breakdown of advertising impressions in the millions for April 2009 (for top ten):

The Law of Advertising


Notes



8 : The Law of Time






1111 Advertising off the Net will be a lot bigger than on the Net.

Online advertising, which includes display, search, video and other categories, is expected to tally $25.4 billion in spending this year and $29.1 billion in 2010.

Across all advertising and marketing, the forecast states a 6.6 % drop in 2009 to $702.2 billion and a 5.2 % year-over-year drop in 2010 to $665.7 billion.

= from Clickz.com

The Law of AdvertisingThe Defining Statement

Notes



8 : The Law of Time






1111The Internet will demolish all barriers, all

boundaries, all borders

Marshall McLuhan, “the medium is the message”

If you define medium as information or content then the medium has the power to change the course and functioning of human relations and activities

Globalism = interconnected global economy The long-term winners on the Net are those that can

transcend borders Do companies have to get rid of their national

identities? Of course not . . .Italian clothing - Swiss watches - French

wine - American Computers

The Law of Globalism


Notes



8 : The Law of Time






1111The Internet will demolish all barriers, all boundaries,

all borders

What do we have to pay attention to if we want to go global?

• National identity• Paperwork (taxes, customs, red tape)• Language• Cultural differences in understanding marketing

What else?

The Law of Globalism


Notes



8 : The Law of Time






1111Just Do It. You have to be fast. You have to be first. You have to be focused.

Formulary: The 3 F’s: Fast, First, Focused.

How important is it to be first in the consumer’s mind? It is everything. McDonald’s, Coca-Cola, Heinz, Hertz, Kleenex, Butterball and Sharpie.

Many of the successful internet sites were not launched by big corporations: Yahoo, Amazon, Twitter, Priceline and Google.

Just people with ideas.

The Law of Time


Notes



8 : The Law of Time






1111Just Do It. You have to be fast. You have to be first. You have to be focused.

I love this quote: “Anything worth doing is worthwhile doing in a half-assed way. Anything not worth doing is not worth doing in a perfect way.”

9 out of 10 products fail, not because they were not of a good quality, but because of their timing — they either launched too early or too late.

The Law of Time


Notes



8 : The Law of Time






1111The biggest mistake of all is believing you can do anything.

If that is the case then why have Xerox, IBM, Kodak and Polaroid failed so badly? What can you do to avoid the trappings of vanity?

The Law of VanityThe Defining Statement

Notes

• Xerox tried to develop computers (and gave it all away to

Apple

• IBM couldn’t compete in the copy business

• Kodak tried to compete in the instant picture business and

failed

• Polaroid lost its bid in the film business and then completely

floundered



8 : The Law of Time






1111The biggest mistake of all is believing

you can do anything

1. Keep your brand focused2. Increase your share of the market

(Amazon example)3. Expand your market4. Go global5. Dominate the category

The Law of VanityThe Defining Statement

Notes



8 : The Law of Time






1111Everyone talks about convergence, while just the opposite is happening

Technologies don’t converge, they diverge (Clock-radio)

Plain. Simple.

The Law of Divergence


Notes



8 : The Law of Time






1111 The Law of Transformation The Internet revolution will

change all aspects of our lives.

1. Paper directories are doomed

2. Paper catalogs face an uncertain future

3. The elaborate full-color brochure will become a rarity.

4. Classified ads will shift to the web

5. The postal service won’t be delivering as much mail.

6. Financial Services will shift to the web.


Notes



8 : The Law of Time






1111The Law of Transformation

The Internet revolution will change all aspects of our lives.

7. The parcel delivery service will soar

8. Internet retailing will become a price game

9. Outernet retailing will become a service game

10. Search engines will decline in importance

11. The Net will change the telephone industry.

12. Newspapers are diminishing; bogs are increasing


Notes

bob griffin - int225 marketing communication & e-commerce 7 : the law of globalism 8 : the law...

Documents

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law of time