service marketing in the digital age

[ service marke,ng ] Service marke+ng in the digital age

and the importance of data

web analy+cs

customer databases

customer profiles

target segments

media plans

marke+ng campaigns

data insights ac+on

“Helping companies op/mize their marke/ng strategy by providing ac/onable insights based on solid data analysis.”

[ august 2008 ] [ datalicious.com ]

web analy+cs

customer databases

customer profiles

target segments

media plans

marke+ng campaigns

data insights ac+on



perishable marke,ng

[ the right mix ]


mix

place

product

price

people process

physical evidence

promo,on

[ datalicious.com ] [ august 2008 ]

[ the right mix ]


mix

place

product

price

people process

physical evidence

promo,on

[ aida(s) ]


awareness interest desire ac+on sa+sfac+on

old media

social media

new media


break yay!

[ promo,on ]


audiences

content pla>orms


[ online oxygen ]

online oxygen = digital way of life


rewiring brains = different neural pathways


quick and ruthless = reduced aCen,on spans

[ basic human needs ]

web 2.0

[ august 2008 ] [ datalicious.com ] [ source: maslow ]

[ flickr.com ]


Iden,fy the influencers and advocates

[ source: isobar, lococitato]

[ promo,on ]


audiences

content pla>orms

[ digital media ]


> 50% digital by 2008

[ source: carat ]

[ australia ]


[ digital universe today ]

[ august 2008 ] [ datalicious.com ] [ source: isobar ]

[ virtual shopfront ]


what if your store is not listed in Google?

[ source: jeffrey cole, surveying the digital future ]

[ promo,on ]


audiences

content pla>orms

[ recall scores collapse ]


% recall one day aFer adver+sing message

[ source: nad, nielsen ]

[ unpopular ads ]


[ broadband video ]


[ datalicious.com ]

[ viral branding ]

[ august 2008 ]

loss of control?

[ source: xtract ]

[ social australia ]


100% Consumers search for and find content

10% Synthesisers find, adapt, add to and

share

[ age of synthesisers ]

1% Creators

start groups, create and publish


web 2.0

[ source: isobar ]

[ datalicious.com ]

[ fat head vs. long tail ] Vo

lume

Varia,ons

[ august 2008 ]

one2many

one2one

[ source: chris anderson ]

[ blogsphere 2003 – 2006 ]


exponen,al growth

[ source: technora+]

[ back to basics ]

company consumer

search

wom, blogs, emails, reviews, communi+es, social networks, photo sharing, video sharing


promo,on

service (7Ps) product (5Ps)

experience brand

[ source: don schultz, northwestern university ]

[ new marketplace ]


[ case study ]

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[ case study ] §  The 7Ps of service marke+ng

–  Simpsons of PoPs Point Hotel example §  Most popular hotel for Sydney on TripAdvisor.com §  High organic Google ranking for “PoPs Point Hotel” §  Actual hotel website rather average and outdated

§  Group task –  Split into groups

§  Maximum of 5 students in each group §  Maximum of 2 students presen+ng results

–  Present the 7Ps of service marke+ng §  Use the above hotel as the key example for each P §  Show the hotel’s strength and weaknesses for each P §  Suggest improvements for the hotel’s weaknesses


[ useful links ]

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[ newsleCers, blogs ]

§  hPp://www.emarketer.com/ §  hPp://www.techcrunch.com/ §  hPp://www.smartbrief.com/iab/ §  hPp://www.marke+ngvox.com/ §  hPp://www.imediaconnec+on.com/ §  hPp://www.trendwatching.com/ §  hPp://www.springwise.com/


[ newsleCers, blogs ]

§  hPp://www.lifehacker.com/ §  hPp://www.useit.com/alertbox/ §  hPp://weblogs.hitwise.com/ §  hPp://www.wired.com/ §  hPp://www.technora+.com/weblog/ §  hPp://del.icio.us/cbartens/ar+cles/


[ datalicious.com ]

[ trends, char,ng ]

§  hPp://www.hitwise.com.au/datacenter §  hPp://www.google.com/trends §  hPp://www.google.com/zeitgeist §  hPp://www.blogpulse.com/ §  hPp://www.alexa.com/ §  hPp://www.compete.com/ §  hPp://www.visualcomplexity.com/vc/

[ august 2008 ]

[ research, sta,s,cs ]

§  hPp://www.etcnewmedia.com/ §  hPp://www.internetworldstats.com/ §  hPp://www.doubleclick.com/ §  hPp://www.digitalcenter.org/ §  hPp://www.online-‐publishers.org/ §  hPp://www.clickz.com/ §  hPp://www.nngroup.com/


[ research, sta,s,cs ]

§  hPp://www.jupiterresearch.com/ §  hPp://www.pewinternet.org §  hPp://www.atlassolu+ons.com/ins+tute §  hPp://adlab.microsoF.com/ §  hPp://searchmarke+ng.yahoo.com/ §  hPp://adwords.google.com/ §  hPp://www.googspy.com/


[ today’s ar,cles ] §  hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/ §  hPp://www.springwise.com/tourism_travel/effortless_online_travel_organ/ §  hPp://www.springwise.com/tourism_travel/facilita+ng_cab_shares_to_the/ §  hPp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/ §  hPp://www.springwise.com/marke+ng_adver+sing/for_a_reward_crowds_name_new_p/ §  hPp://www.springwise.com/style_design/customermanufactured/ §  hPp://www.springwise.com/automo+ve/pricehub_used_cars_price_trans/ §  hPp://www.springwise.com/homes_housing/real_estate_30_update/ §  hPp://www.springwise.com/entertainment/music_at_market_prices_update/ §  hPp://www.springwise.com/life_hacks/transparency_tyranny_hits_the/ §  hPp://www.springwise.com/media_publishing/usergenerated_video_for_the_co/ §  hPp://www.springwise.com/tourism_travel/hotel_search_video_completes_t/ §  hPp://www.springwise.com/media_publishing/product_popularity_polls_ilike/ §  hPp://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/ §  hPp://en.wikipedia.org/wiki/Zappos.com §  hPp://en.wikipedia.org/wiki/Crowdsourcing §  hPp://en.wikipedia.org/wiki/User-‐generated_content §  hPp://en.wikipedia.org/wiki/Social_media §  hPp://en.wikipedia.org/wiki/Social_marke+ng §  hPp://en.wikipedia.org/wiki/Influencer_marke+ng §  hPp://www.trendwatching.com/trends/transparency.htm §  hPp://www.trendwatching.com/trends/customer-‐made.htm


service marketing in the digital age

Technology