Embed Size (px)
Citation preview
Timing ExcelLesson 1Introduction, scope, key concepts
2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
Me
Maxrama
You
YOU
Where are you from
What do you expect
Your experience with WEB & FASHION
You
The Course
The Course - WHY
WHYDevelop skills
Orientation
Analysis
Strategy designEvaluation
Engagement
Brief
The Course - HOW
HOW
Understand Theory
Discover Best practice
Discuss results
ElaborateIdeas
Content selected by me
Your discovery
My selection
Your research
YourProject
The Course - WHAT
WHAT
The Analysis
Define the Goals
The Web Site
Social networksHow promotion and ADV change
Digital Identity
Ecommerce
The Course: Digital Ecosystem
ABOUT THE DIGITAL ECOSYSTEMAs in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous.A "digital ecosystem" has been developing around us, going far beyond the desktop and quickly spreading through every type of device available.
"An ecosystem is a system whose members benefit from each other's participation via symbiotic relationships (positive sum relationships)." as for the digital ecosystem, it is a "digital environment" populated by "digital species" which can be software components, applications, online services, information, business models, etc.As in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous.
Now in the digital ecosystem, you will be able to see the new digital species that are emerging and which will help cleanse the ecosystem, bringing back the power to the user.
The Course - WHAT
http://blog.dtdigital.com.au/insight/post/the-first-steps-in-making-your-business-social-online_25/
The Course - WHAT
http://en.wikipedia.org/wiki/Digital_ecosystem
1. Segmentation,
2. Targeting,
3. Positioning,
4. Differentiation,
5. Marketing-Mix (Product, Price, Place, Promotion),
6. Selling,
7. Brand,
8. Service,
9. Process
Traditional Marketing
1. Communitization,
2. Confirming,
3. Clarifying,
4. Coding,
5. Crowd-Combo (Co-Creation, Currency, Communal Activation,
Conversation),
6. Commercialization,
7. Character,
8. Caring,
9. Collaboration
New Wave Marketing
http://www.bobmarketing.com/new-wave-marketing/
Introducing RACE = A practical framework to improve your digital
The RACE Digital Marketing Improvement Framework
Dave Chaffey.
The Course - WHAT
Digital Business Ecosystems (DBEs) defined
The DBE website defines a DBE as the enabling technologies and the paradigms supporting Regional Growth and Innovation in Business Ecosystems mainly composed by SMEs.
It goes on to elaborate that….
A natural life ecosystem is defined as a biological community of interacting organisms plus their physical environment. In the same way, a business ecosystem is "the network of buyers, suppliers and makers of related products or services” plus the socio-economic environment, including the institutional and regulatory framework.
A digital ecosystem is a self-organising digital infrastructure aimed at creating a digital environment for networked organisations that supports the cooperation, the knowledge sharing, the development of open and adaptive technologies and evolutionary business models.The digital ecosystem approach transposes the concepts to the digital world, reproducing the desiderable mechanisms of natural ecosystems. As several interacting natural ecosystems exist, several digital ecosystems exists due to differentiation and the development of endemic product and services tailored to specific local needs.
A digital ecosystem results from the combination of :1) the free digital ecosystem knowledge- and service-oriented infrastructure, as a public common resource ; 2) the digital components, services and the formalised knowledge which "populate" such infrastructure .
A digital ecosystem means to be the ICT-enabling technology for business ecosystems based on the dynamic and amorphous interaction among a multiplicity of small organisations.
Business Ecosystem + Digital Ecosystem = ( Innovation Ecosystems or Digital Business Ecosystem )
A Digital Business Ecosytem or Innovation Ecosystem results from the structurally coupled and co-evolving digital ecosystem and business ecosystem. A network of digital ecosystems, will offer opportunities of participation in the global economy to SMEs and to less developed or remote areas. These new forms of dynamic business interactions and global co-operation among organisations and business communities, enabled by digital ecosystem technologies, are deemed to foster local economic growth. This will preserve local knowledge, culture and identity and contribute to overcome the digital divide.
Download the DBE book (240 pages)Check the Table of Contents
Download Full Book (low res 5.56MB)
Download Full Book (high res 85MB)
Your Company
Your Compan
y
Goal
Apply theory
Select best practice
Produce ideas
To do
Create a group
Define Company Highligts
Define company goal
Your Company
Your Company: Higligts
1. Define the segment
Haute couture
The luxury segment
Affordable luxury
Mainstream brands
Discount brands
is the most expensive and exclusive of all four segments. It is occupied by only a handful of companies that produce custom-made clothing for the world's wealthiest individuals.
is a step down in terms of quality and price, but still serves a wealthy clientele.
targets "aspirational" consumers, those who are not rich enough to afford luxury brands but will accept lower-priced alternatives.
The goal is mass appeal; they sacrifice an air of exclusivity for popularity.
cater to low-income consumers.
1.a.
2.a.
3.a.
4.a.
5.a.
http://www.wikinvest.com/industry/Fashion
Haute Couture:Synonymous with “high fashion,” haute couture is a derivative of the French term “high sewing.” In France, the label “haute couture” is a protected designation. Designers, who attain this elusive and oft coveted title, produce custom-made clothing for the world’s most influential and wealthiest.
Luxury:Pret-a-Porter or “Ready to Wear” is one-step down from Haute Couture relative to price and exclusivity, but still serves a discerning and well to do client.
Contemporary:This fashion forward segment presents mid-priced fashions both fashion forward and quality driven. Oftentimes, these designers interpret fashions from the couture houses, making these fashions readily accessible.
Fast Fashion:Quickly produced product in a cost efficient manner, delivering “high fashion looking” garments, at the lowest price possible. Relates to the manner of which items from the runway manufactured predominantly overseas with an extremely efficient turnaround.
Discount:Usually looked at loss leaders, have quickly adapted to the fast fashion concepts leveraging their consumer’s buying power and reputation to fashion exclusive designer collections.
1.a.
2.a.
3.a.
4.a.
5.a.
http://thecurvyfashionista.mariedenee.com/2009/12/understanding-the-new-segments-within-plus-size-fashion/
Your Company: Higligts
2. Define the offer
Offer
Products
Services
Markets
Your Company: Higligts
3. Define the goals
Goals Introduce ecommerceRelaunch the brand
InternationalisationLaunch a new line for young
Brand extension in another industry
Some principle
s
the cluetrain manifesto
The Cluetrain Manifesto - 1999
Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.
But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
In the opening talk of the first Web 2.0 conference (October 2004), O'Reilly and John Battelle summarized what they saw as the themes of Web 2.0. They argued that the web had become a platform, with software above the level of a single device, leveraging the power of the "Long Tail", and with data as a driving force. According to O'Reilly and Battelle, an architecture of participation where users can contribute website content creates network effects.
http://oreilly.com/web2/archive/what-is-web-20.html
The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.
The Long Tail, in a nutshell
How Web Content changes
trendwatching.com's 12 Consumer Trends for 2012
A Magazine Is an iPad That Does Not Work.m4v - YouTube
The Five Mutable Laws of Web Marketing
The Law of the Dead End StreetThe first law goes like this: Setting up a website is like building a storefront on a dead-end street. If you want any shoppers, you must give them a reason to come.
The Law of Giving and SellingAn important element of Web culture is "free stuff." The Law of Giving and Selling says: Attract visitors to your site by giving away something free, and then try to sell something additional to those who visit.
The Law of TrustAssuming your products or services are priced competitively and are of good quality, your most significant sales barrier is trust. Trust is the essential lubricant of Web business; without trust, business grinds to a halt.
The Law of Pull and PushThe Fourth Mutable Law of Web marketing is: Pull people to your site by your attractive content, then push quality information to them regularly via e-mail.
The Law of the NicheThe Law of the Niche is last but not least. Let me state it this way: Big businesses like Amazon.com and Wal-Mart have the money and clout to "own" whole segments of the marketplace. Small businesses succeed by finding niches that are either unfilled or only partially filled, and filling them with excellence.
1.a.
2.a.
3.a.
4.a.
5.a.
The Five Mutable Laws of Web Marketing, by Dr. Ralph F. Wilson
15 Principles of Internet Marketing | Internet Marketing Strategy:
Conversation Marketing
15 Principles of Internet Marketing, Conversation Marketing
No one's lives depend on what we do.
But people's livelihoods do. So take your work seriously, and take pride in it.75% of your audience uses a search engine to find you. Get used to it. All the banners and 'viral' marketing on earth won't come close to results produced by a top 5 ranking for a relevant phrase.But, a broad base is better. Don't rely on just one marketing vehicle. Build a complete internet marketing strategy that includes, at a minimum, paid search, organic search, e-mail and online PR.Never underestimate the power of an angry customer.Never underestimate the power of a happy customer.Pretty is great. Easy is better.You're not the customer.Karma exists. Treat customers and prospective customers with respect, and they'll reciprocate. Spam them, annoy them, and lie to them, and they'll retaliate.Risk is necessary.Risk without measurement is suicide. Analytics are a must.IT is not marketing. Don't make them run the web site. It's not fair to anyone.A web site does not equal an internet marketing strategy.Plan, but adapt. Don't be stubborn. Listen to what your customers tell you in their response.All marketing has a message. What's yours?
1.
2.
3.
4.
5.6.7.8.9.
10.11.12.
13.14.
15.
@ Home
@homeLesson 1
TaskDefine details of Your Company
DeliverableYour expectation on the course
Your companyShall contain:
A company name
Segment
Offer
Goals
A presentation that will be done in class
your expectationbulletted list
Your Homework
