internet marketing - ut · marketing and internet marketing • marketing is the process of...

Internet MarketingSession 1 - Introduction

whoami

• georg.singer ät ut.ee• Project manager (EU research projects) and writing PhD at

University of Tartu• MBA, Danube Business School, DUK, Austria,

Entrepreneurship• MSc, University of Vienna, Theoretical Physics• Research: Exploratory Search, Collaborative Search, Cloud

computing Economics• Teaching: Business Case Analysis, Internet marketing• Commercial interests: Internet based projects (everything

that scales over technology), Commodity trading systems, products that solve problems

2/21/2011Internet Marketing - UT Spring Semester

2011 2

Your opinion? – Introduce yourself-10 seconds per person

• What is your name?

• Why have you chosen this course?

• What do you expect from this course?

• Do you have online marketing experience? Which one?

• Are you here in order to market a product of yours? Which one?

2/21/2011 3Internet Marketing - UT Spring Semester

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Definitions

•What is marketing?•What is internetmarketing?


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Marketing and Internet Marketing

• Marketing is the process of performing various forms of market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. (Wikipedia)

• Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. (Wikipedia)

• Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing of products or services over the Internet. (Wikipedia)

Copyright © 2010 Pearson Education, Inc.

5Internet Marketing - UT Spring Semester

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http://en.wikipedia.org/wiki/Market_research

http://en.wikipedia.org/wiki/Selling

http://en.wikipedia.org/wiki/Products

http://en.wikipedia.org/wiki/Services

http://en.wikipedia.org/wiki/Customer

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Sales



http://en.wikipedia.org/wiki/Digital_marketing

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Internet

Convention for this course

• Internet marketing

• Online marketing

• Digital marketing

• E-marketing

• Web marketing

• Are the same!


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Today’s Agenda

• Organizational stuff

• How has the internet transformed marketing?

• What is internet/multi-channel marketing?

• Introduction to digital marketing strategy

• Introduction to digital marketing communications

• Course Project


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Structure of the course

• 15 sessions

• 1 or 2 sessions with entrepreneurs

• 1 project presentation session

• 8 case studies

• Want this to be rather a discussion than a monologue!


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Grading

• Weighted average of

– Your final project (online marketing plan for a service or product) (40%)

– case study presentations, everybody should present, not only single ones (60%)


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Readings and Resources

Course Site– http://courses.cs.ut.ee/2011/im/ for workshop presentations and general

information (workshop dates etc)

Readings – David Chaffey ''Internet Marketing - Strategy, Implementation and Practice"",

Fourth Edition, Pearson Education Ltd., 2009. – Student resources for each chapter of the book here:

• http://wps.pearsoned.co.uk/ema_uk_he_chaffey_intmark_4/106/27354/7002793.cw/index.html

– David Meerman Scott ''The New Rules of Marketing and PR"", Second Edition, John Wiley & Sons, Inc., 2010.

– Tamar Weinberg ''The New Community Rules: Marketing on the Social Web"", O'Reilly, 2009.

– Michael Rappa, http://digitalenterprise.org, good resource about business models


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http://courses.cs.ut.ee/2011/im/

http://wps.pearsoned.co.uk/ema_uk_he_chaffey_intmark_4/106/27354/7002793.cw/index.html

http://wps.pearsoned.co.uk/ema_uk_he_chaffey_intmark_4/106/27354/7002793.cw/index.html

http://digitalenterprise.org/

Student Groups

• 6-8 case studies as homework (used in Harvard’s and Kellogg’s MBA courses)

• They are prepared and presented in groups

• Till next time please build 8 groups a 5 students

• Elect a group leader

• Group leader sends an email to georg.singer[AT] ut.ee stating the group members till 22.2 4pm.


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mailto:[email protected]



Your experience with IMarketingGroup work – 15 mins

• Go into 6- 8 groups

• Find five products that you have purchased/sold over the internet

• State how you learned/got to know about the product?

• How did you find it?

• How did you market it? What advertising did you do?

• Each group briefly presents

Product Website Got to know about product via…..

Obtained the product from that website because…

Etc.

DVD Lord of the Rings

www.amazon.com

Friend recommenedvia Facebook

Amazon is a big onlineretailer


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What will we do this

semester?



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Q: How has the internet transformed marketing?


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How did everything start?



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More recent opportunities



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1.1 – Google 1998



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How powerful is Internet marketing -Examples


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Blendtec Viral Campaign microsite

•Has blended an iPhone, iPad, golf balls, a video camera and much more. •Also a brand channel on youtube•Why is it so successful?

•Foundet by Tom Dickson•Sells Blenders and mixers (400$+), to make juices, salsas, soupes•117 Mio views on Youtube as of 15 June 2010 (since 2006)



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http://www.youtube.com/watch?v=_S8sxpK4_iA

Example Kryptonite-Lose control over user generated content

Who has a Kryptonite lock?

• http://www.youtube.com/watch?v=-9bN0zfMFW4

• What is the problem here?2/21/2011

Internet Marketing - UT Spring Semester 2011

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Introduction into digital marketing strategy

Q: What is a strategy?


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Definition: Strategy

A strategy is concerned with the actions and resourcesneeded to achieve specific long-term objectives.


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Why is a digital strategy needed?

• To set clear goals for digital channels

• To align with business strategy (avoid ad-hoc approaches)

• Specify communications tools to drive visitors

• Integrate digital and traditional channels

• Manage customer lifecycle (e.g. through email marketing)



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Applications of digital marketing

• An advertising medium

• A direct-response medium

• A platform for sales transactions

• A lead-generation method

• A distribution channel

• A customer service mechanism

• A relationship-building medium



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Internet marketing benefits



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Figure 1.7 Summary and examples of transaction alternatives between businesses,consumers and governmental organisations

Business and consumer business models



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The Growth of B2C E-commerceFigure 1.4, Page 25

Slide 1-28

SOURCES: eMarketer, Inc., 2009a; U.S. Census Bureau, 2009b; authors’ estimates.28


The Growth of B2B E-commerceFigure 1.5, Page 28

Slide 1-29

SOURCES: U.S. Census Bureau, 2009a; authors’ estimates.

29

Different forms of web presence

• 1. Transactional e-commerce site:– Examples – Amazon, Dell

• 2. Services-oriented/relationship building– Accenture, British Gas

• 3. Brand Building site– Tango, Guinness

• 4. Portal or media site– Yahoo! Silicon.com, CNN

• 5. Social network or media site– Facebook, MySpace, Xing, Linkedin

• Note that these types overlap



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Introduction to digital marketing communications


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Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008)

Six categories of e-communications



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Press release Distributors

Social NetworksTwitter

Twitter

Explanation of channels



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Communication models

(a) traditional media(b) new media



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Degree of individualisation

(a)traditional media (same message),

(b)new media (unique messages and more information exchange between customers



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Figure 1.13

Channels requiring integration as part of integrated e-marketing strategy



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Figure 1.14 The role of mixed-mode buying in Internet marketing

Mixed-mode buying in Internet marketing



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Course Project

• Write a marketing plan for a product or service of your choice• One plan per group (8 plans written by 5 students each)• Present the plan at the end of the semester

– A project of your choice (send ideas to me till 22.2)– Choose a project from Garage48

• http://garage48.org/• More info by getting in touch with organizers on linkedin.com or Facebook.

– Uudised.ee (more info from Eero Elenurm) – Online-buddy: Online Safety for Kids (more info from Georg Singer)– Edicy.com (more info from Tonu Runnel)

• Send me and email stating your group and your project title with short project summary (half a page) till 1 March.


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http://garage48.org/

Thank you!

NB! Next week’s lecture will NOT be cancelled despite national holiday on

24 Feb.


2011

internet marketing - ut · marketing and internet marketing • marketing is the process of...

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