- The document discusses how marketing ecosystems are shifting from brand-centric strategies to system-level strategies that leverage both internal and external assets. It emphasizes the importance of designing ecosystems with mutually-reinforcing effects and continually managing them for growth and innovation. - Consumers' media consumption habits are rapidly changing as new technologies become ubiquitous. Marketers must learn to effectively leverage these new technologies as they have the old ones. - An understanding of business, marketing, and digital strategies is needed to properly develop an integrated strategic approach across channels.

1. Digital Marketing & Strategic Foundations 3 Mar 2008 Kate Carruthers © Copyright 2008

3. Marketing Ecosystems 3 Mar 2008 Kate Carruthers © Copyright 2008

5. 3 Mar 2008 Kate Carruthers © Copyright 2008 Source: Jeremiah Owyang, http://www.web-strategist.com/blog/2008/03/01/my-definition-of-marketing/

6. Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008

8. Effect on Traditional Marketing 3 Mar 2008 Kate Carruthers © Copyright 2008

10. Digital Marketing 3 Mar 2008 Kate Carruthers © Copyright 2008 Source: Chaffey (2006)

17. Social Networking 3 Mar 2008 Kate Carruthers © Copyright 2008 Source: http://www.ndtv.com/convergence/ndtv/web2.0story.asp?id=ARTEN20070009919 Source: XCD http://xkcd.com/256/

19. What About the Buzzwords? 3 Mar 2008 Kate Carruthers © Copyright 2008

21. Media 3 Mar 2008 Kate Carruthers © Copyright 2008 NOTES: By largest reported circulation, as of March 31, 2006. Source: US Audit Bureau Circulation. By the largest reported circulation, as reported to the Audit Bureau of Circulation. Top 10 US Newspapers by Circulation 2006 Rank Newspaper Circulation 1. USA Today (Arlington, Va.) 2,528,437 2. Wall Street Journal (New York, N.Y.) 2,058,342 3. Times (New York, N.Y.) 1,683,855 4. Times (Los Angeles) 1,231,318 5. Post (Washington, DC) 960,684 6. Tribune (Chicago) 957,212 7. Daily News (New York, N.Y.) 795,153 8. Inquirer (Philadelphia) 705,965 9. Post/Rocky Mountain News (Denver) 704,806 10. Chronicle (Houston) 692,557

23. Media 3 Mar 2008 Kate Carruthers © Copyright 2008 NOTES: Based on ABC audit reports for national consumer magazines for the following periods: October to December 2007 for weekly magazines with AANPS 25,000+,. Source: Source: ABC (Australian Average Net Paid Sales) Top 26 Oz Consumer Magazine by Circulation 2007 RANK AANPS CIRCULATION 1 Australian Women's Weekly 570,228 2 Woman's Day 465,565 3 New Idea 388,257 4 Reader's Digest 352,000 5 Better Homes & Gardens 350,000 6 That's Life! 321,076 7 Super Food Ideas 301,000 8 Take 5 251,240 9 TV Week 240,029 10 Cosmopolitan 175,455 11 NW 170,046 12 Australian Good Taste 166,265 13 Cleo 160,137

25. Media 3 Mar 2008 Kate Carruthers © Copyright 2008 Source: Digital Economy Factbook 2007 , p. 9 Top Web Properties 2007

27. Media 3 Mar 2008 Kate Carruthers © Copyright 2008 Source: “Facebook suffers drop in users”, TVNZ Feb 22, 2008 http://tvnz.co.nz/view/page/1318360/1596328 5% drop in the number of UK Facebook users between December and January MySpace fall in share from 23.14% to 22.58% Facebook's market share dropped from 18.36% in December to 17.95% in January

29. Synthesis 3 Mar 2008 Kate Carruthers © Copyright 2008 Consumer Experience