Despre marketing online
si alti monstri
Gabriel Dombri | Marius Lobontiu
The world has changed.
It’s an unfinished
process.
We are into it.
Businessis about TWO things: people & people
Price
Product
Placement
Promotion
People
Process
Physical
presence
Definitions:
The management
process responsible for
identifying, anticipating
and satisfying customer
requirements profitably.
The Chartered Institute of
Marketing definition, 1976.
Marketing is the social
process by which individuals
and groups obtain what
they need and want
through creating and
exchanging products and
value with others.
Philip Kotler
Because the purpose of business is to
create a customer, the business
enterprise has two--and only these
two--basic functions: marketing and
innovation. Marketing and
innovation produce results; all the
rest are costs. Marketing is the
distinguishing, unique function of the
business.
Peter Drucker (1973)
Marketing is
Everything.
Regis McKenna, 1991
A strange marriage:
Marketing
+
Internet
=
Internet
Marketing
Marketing is a strategic process
The rest
are tactics.
You don’t need a
website. You need an
online strategy.
Web 1.0
Efficientisation
Digitalisation
Translation
A silo.
Web 2.0
Specificity
Networking
Involvement
Your trail of crumbs.
The prophets & the apostles.1995 – 2006
.amazon
.blogger
.wikipedia
.second life
.myspace
.flickr
.youtube
Web 3.0 (beta)
The web of things
New connections
for old devices
New devices for
old connections
The web steps out
of the digital
We are all marketers.
Brands have now
the opportunity
to be reached,
by people, when
people want to.
Helge Tennø, Screenplay
From Story to
Experience
From Channel to
Arena
From Content to
Context
We
create
the
value.
What’s the point
for marketing?
The trail of crumbs:
The web is looking back.
Every second.
They own you.
Put the food in front of the hungry.
old ideea of communication:
throw the message to as many
as possible and wait for
recognition
new idea
of communication:
choose the relevant
context, involve people
& let them viralize
Back to what
marketing used to be:
It changes
more than one P
New Definitions:
Marketing is not about selling
stuff, it's about giving the
participant a reason to buy stuff.
H.T.
The goal of marketing is not to win the
battle of stories (as is the case in the
traditional media marketing), but to
understand the abilities, emotions and
activities of a situation – the context –
and add deliberate value to it.
Making it better, becoming indispensible
as a value provider, and gaining
ownership to people through direct
relations with them over time...Helge Tennø
The new business context:
The new Marketing economy is
about understanding context
and adding deliberate value…
H.T.
The new brand context:
Becoming the most valuable
brand inside the experience
sorrounding the product and the
brand.
H.T.
The new strategy:
Don't market to consumers,
market to situations.
+
create platforms of involvement
The new product strategy:
The brands aren't product
providers, but value
providers.
+consumer prosumer
Tim Berners Lee.
Kevin Kelly.
Helge Tennø.
Seth Godin.
Tim O’Reiley.
Malcolm Gladwell.
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