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E MARKETINGAS
Dėst. Justinas Kisieliauskas
Important dates• Colloquium: OCTOBER 9• Seminars: @September 4; 18 case analysis/discussions/workshops@October 2; 16; 30 ePhenomena presentations (register your time. Individual work)@November 6; 20 eProject presentations (register Your date. 2 person team work)• Exam session: DECEMBER
The Barack Obama Campaign Story
• Barack Obama’s Internet strategy targeted 18-29 year-old voters because 93% are online and used the Internet to get information and connect with friends.
• Facebook displayed over 8 million Obama friends.• Two-thirds of all campaign funds came from
Obama’s online channel.
Prophecy I“The Internet is a tidal wave. It will wash over nearly all industries drowning those who don’t learn to swim in its waves”
Bill Gates CEO Microsoft
Prophecy II“if you are not online, you don’t exist at all”
unknown
Whats up?Internet, it:growschangesmoves
It is alive!
marketer, he:growschangesmoves
He is adaptive!
2days objectives:• What is eMarketing;• Understand internet and eMarketing pioneers; • Take a look to nowadays trends of eMarketing;• Forecast the future.
Letter e• E-business is the continuous optimization
of a firm’s business activities through digital technology.
• E-commerce is the subset of e-business focused on transactions.
• E-marketing is the result of information technology applied to traditional marketing.
eMarketing - What’s that?“The use of Internet and related digital information and communications technologies to achieve marketing objectives”.
- Direct marketing institute
‘the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties’
- Mohammed 2001
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders.
-Wikipedia
eMarketing featuresFull digital!(information transformed into digits)
Bigger than web!(Electronic marketing reaches far beyond the web)
Bigger than technology!(technology supports)
3 eMarketing principles
FAST INTIMATE
RELEVANT
Inception• 1969 ARPANET for
science and defense;• 1971 – first email;• 1973 – first international
connection;• 1974 – arpanet become
Internet;• 1980 – first IP
Internet timeline
Internet WEB 1.01990 – Tim Berners-Lee “ladies and gents, this is the interNET”: • URL • browser• WWW, HTML
1993 and the question?
or
1995 and…
1998 and…
Public reaction
Marketing finds “e”(web pages)
1995 and eAD
eAD’s• 1995 and SEO necromacy• 1997 hacker help• 1998 first HotWired baner (30% CTR)• Yahoo and customers tracking• 2000 and Google AdWrods (PPC)
dot com winners and losers…
• Boo.com – 6 month spends 188 mln $ and fails.
• Books-a-million – price per share jumps 1000 % in week– from 3 to 3000 and falls again to 3$
• Govworks.com…
• GeoCities – Yahoo bought for 3.57 mlrd. $ (now do not existent)
• Broadcast.com – bought by yahoo for 5.8 mlrd $ (deactivated)
E-Marketing’s Past: Web 1.0
• The Internet started in 1969 as the ARPANET, a network for academic and military use.
• Web pages and browsers appeared in 1993.• The first generation of e-business was like a gold rush.
– Between 2000 and 2002, more than 500 Internet firms shut down in the U.S.
– By Q4 2003, almost 60% of public dot-coms were profitable.
The E Drops from E-Marketing
• Gartner predicted that the e would drop, making e-business just business and e-marketing just marketing.
• Nevertheless, e-business will always have its unique models, concepts, and practices.– Online search– Online data collection
2004 and web 1.0 -> social web 2.0
E-Marketing Today: Web 2.0
• Web 2.0 technologies connect people with each other through social media, which have created opportunities and challenges for marketers.– Power shift from sellers to buyers.– Consumers trust each other more than companies.– Market and media fragmentation.– Online connections are critical
POWER SHIFT FROM COMPANIES TO INDIVIDUALS
Social media boom from 2006
Social platformsUser filtered and recommended content Users conect to groupsViral marketing“Word of Mouse”eReputation
Acquiring a Customer from Social Media
Success story I• Started on 1996 June as free email system;• On December has 500 000 users (how?!);• Indirect “word of mouse”!• 1997 – 8.5 mln users (every 9th internet user);• 1998 – 70 mln. users• Sold to Microsoft after 18 months. From start for
400 mln. $
Success story II• 1998 late entry;• Absolutely minimal;• Watch the Feedback;• 2000 and AdWords (keywords auction);• Now: Absolutely dominant • 95 proc. revenue from ADS
Success story III• Budget 60 000 $• Revenue in 1 year 250 mln. $ (4 TOP horror movies)• Where does the luck come from?
http://www.blairwitch.com10 mln views in 1 week16 spent minutes in web on average!
Success story IV:• World wide phenomena• Reowened 30 mln. Dollars budget• Twiter leading tweet (day before
premiere)• Ad trend – internet• Success? – viral marketing
How we are doing today?
2010 – eAd overjumps press ad2010 – ereading overjumps reading
Internet jumps over:agerasesexOther barriers
Global Trends I• Social marketing (recomendations; share;
brand personalisation; users created content);• Viral marketing (so cheap so effective)
Global Trends II• Brand as product (brand identity-
not a product, brand comunication, brand personalisation)
• Ad fatigue (ignorance, AD Block programs and othet obstacles to reach your user)
Global Trends III• Targeting (precise; lot of data…LOT OF;
automation);• “old good friends” (email marketing; web
marketing; integration of novelties)
What is changing?• office> • mail>• Traditional ad>• Questionaires and
market analytics>• traditional PR>• Word of mouth>
• www• email• eReklama• Web analitikai• ePR• Viral
Success? • www > represents• newsletter> keeps alive• eAd and keywords> attracts• Social media> creates
reputation• Web analytics > allows to make
conclusions and decision
But first… THE FUTURE• Lines between traditional and new media are
blurring.• Appliances are converging and becoming “smart.”• Wireless networking is increasing.• Semantic web will provide worldwide access to
data on demand without effort.
Whata…WEB 3.0?• Semantic web will be achieved and the mobile device
will be the primary Internet connection tool by 2020 (Pew study).
• Interactive media will cannibalize traditional media (Forrester Research).
• Web 3.0 will ultimately be seen as applications which are pieced together…run on any device…are very fast…are distributed virtually (Eric Schmidt of Google).
INTERNET-TIME ANALOGY
GO HOME?
SEMINAR
INTERNET is SAVINGLIVES. IS IT?
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