E MARKETINGAS

Dėst. Justinas Kisieliauskas

NEWS

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)

dotCom bobble

Must watch

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

Kokia ateitis?

GO HOME?

SEMINAR

INTERNET is SAVINGLIVES. IS IT?