Great tips, resources, best practices and how-to's on Internet Marketing esp. to plan launch and grow a wildly successful business.

1. MKTMKT 0018/010018/01
INTERACTIVEINTERACTIVE
MARKETINGMARKETING
Week 1Week 1

2. •About YOUYOU
•About MEME
•Review Our Syllabus
Charge Ahead Boldly!Charge Ahead Boldly!
Tonight’s Agenda

3. Our Textbook

4. About ME
 BA in Comms (MBA Mktg)
 20 Years In Corp. America
 Started Career as Recruiter
 Marketing/Sales Background
Launched The Chazin Group ‘04
Contact me:
Tel: (201) 683-3399
E-mail: Ethan@TheChazinGroup.com

5. What I DoWhat I Do
 I teach (lots of) stuff
 Job Search Strategies
 Interviewing &
Networking
 Career Coaching
 Life / Work Balance
 Business Owner Coaching
 Human Capital
Development
 Professional Development
 Salary Negotiations

7. ResourcesResources

13. Hello,Hello,
INTERNETINTERNET

15. A COLD WAR Creation
• President Eisenhower started the science research
agency Advanced Research Projects Agency
(ARPA) within the DoD immediately after, and in
response to, the Cuban Missile Crisis.
• ARPA connected computers together into
networks of networks in a decentralized structure.
• ARPA convinced the military that digital
communications was better than analog, due to
packet switching.
• Protocols developed so that computers could talk
to each other.

16. History
• Late ‘60s through ‘70s ARPA joined with other
US allies, then with the DoE, NASA and NSF.
• During the late ‘70s Net commercialization
began.
• In 1979, CompuServe began offering email &
tech support.

17. TheThe FoundersFounders

18. 1979

20. Microsoft
• Invented the OS with the introduction of MS-
DOS in 1981 for the IBM PC.
• MSFT Windows launched Nov. 10, 1983 as
IBM launched its own OS (Top View.) It died
quickly.
• Windows began shipping in November 1985.

21. Early Apple 2 Steve’s
In 1971, Steve Jobs and Steve Wozniak (founders of
Apple Computer Inc.) went into business to build
‘Blue Boxes’ device that allowed free illegitimate
phone calls by faking the signals used by AT&T.

22. World Wide Web
The World Wide Web software system was
developed by Tim Berners-LeeTim Berners-Lee in 1989 while at
CERN European particle physics lab, to make
navigating the Internet easier and launched it
In1993. He’s the Director of the W3CW3C

24. For Discussion
The “FATHER”The “FATHER”
of the Internet???of the Internet???

28. Marc Andressen
• In 1993 Marc AndressenMarc Andressen
developed the first Web
browser called Mosaic.Mosaic.
• Mosaic is credited with
popularizing the www and
opened up the web to the
general public.

30. Andressen
• Andressen later becomes one of the founders
of Netscape.
• He then becomes the Chief Technology Officer
of AOL, after it acquired Netscape.

31. For Discussion
What if you had toWhat if you had to pay for thepay for the
InternetInternet??
Would that be a GOOD thingWould that be a GOOD thing??

32. What’sWhat’s
MarketingMarketing??

33. ““Marketing is the process ofMarketing is the process of
planning and executing theplanning and executing the
conception, pricing, promotion, andconception, pricing, promotion, and
distribution of ideas, goods, anddistribution of ideas, goods, and
services to create exchanges thatservices to create exchanges that
satisfy individual andsatisfy individual and
organizational goals.”organizational goals.”
A.M.A Definition

34. What isWhat is

35. “Internet marketingInternet marketing is the process of
building and maintaining customer
relationships through online activities
to facilitate the change of ideas,
products, and services that satisfy the
goals of both parties.”
A Definition

36. ThisThis 77 Stage Process includes:Stage Process includes:
• Frame/identify the market opportunity.
• Create the marketing strategy.
• Design the customer experience.
• Create the customer interface.
• Design the marketing program.
• Get customer information using technology.
• Evaluate program results.
Internet Marketing Process

37. Screen-to-Face Interface

38. The 4 Stages of
Customer Relationships

39. • Awareness.
• Exploration/Expansion.
• Commitment.
• Dissolution (80/20 Rule).
4 Stages of Customer Relationships

40. • FrequencyFrequency of the connection with
customers: How often does the customer
visit the website?
• DepthDepth of the contact: How thoroughly is
your customer using your website?
• ScopeScope of the connection: how many
different points of contact does the
customer have with the company?
3 Stages of Customer CONNECTION

41. The Internet Marketing Mix

43. • Product.
• Price.
• Place
• Packaging.
• Promotion.
•Community.Community.
•Branding.Branding.
Internet Marketing 5P-CB Mix
NEW!NEW!
TRADITIONALTRADITIONAL

44. INTERACTIVITYINTERACTIVITY
INDIVIDUALIZATIONINDIVIDUALIZATION
Internet Marketing 2I Mix
NEWNEW

45. • They can be established quickly.
• How do you leverage to build stronger
customer relationships?
• Good for building customer awareness and
encouraging exploration and commitment.
Online Communities

46. Online Communities

47. Online Communities

48. Online Communities

49. What’sWhat’s BRANDINGBRANDING??

50. What’s aWhat’s a ““BrandBrand??””

51. Is it aIs it a LOGOLOGO??

53. ……a taglinea tagline??

54. “Finger-Licking
Good.”
“We Bring Good
Things to Life.”
“Quality is
Job One.”

55. ……a jinglea jingle??

56. Is a Brand aIs a Brand a
PROMISEPROMISE??

57.  MemorableMemorable
 InvaluableInvaluable
 UniqueUnique

58. Why Brands MatterWhy Brands Matter

59. • Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how much to look for
them)
• Define product/service qualities
• Present product/service characteristics
• Chance to “connect” with product maker
• Sign of “perceived” quality…PRESTIGE
• Help consumers organize their knowledge about
a product to clarify their decision-making and
thus adds value to firms.
Brands Matter to Consumers

60. • Signal characteristics to consumers
• Reduce the risks for consumers in their
purchase decisions:
– Functional riskFunctional risk: product doesn’t perform up to
expectations
– Financial riskFinancial risk: Product’s not worth the price paid
– Physical riskPhysical risk: product poses a physical threat
– Social riskSocial risk: Product results in embarrassment from
others
– Psychological riskPsychological risk: Product affects mental well-
being of the user
– Time riskTime risk: A product’s failure costs the consumer a
chance of finding another acceptable product
Brands Matter to Organizations

61. • Serve an identification purpose
• Legal protection such as intellectual property
rights for certain brand attributes
• Investing in a brand helps endow a product
with unique associations and meanings that
help to differentiate it
>>>>>>
Brands Matter to Organizations

62. IndividualizationIndividualization
&& InteractivityInteractivity

63. Impact of 2Is on Marketing Mix

64. • MASS CUSTOMIZATIONMASS CUSTOMIZATION means having the
ability to send out customized communications
with MANY customers simultaneously.
• The customercustomer determines the amount of
interaction that they have with the firm.
Individualization

65. • The extent/amount of 2-WAY2-WAY communication
between the customer and the company.
• The Internet gives customers the power to
engage with the firm in a way never
previously permitted.
• Shift from broadcast’s 1-WAY dialog (TV, radio,
newspapers ) to an interactive marketing
dynamic which fosters debate, exchange and…
……CONVERSATIONCONVERSATION!!
Interactivity’sInteractivity’s New Paradigm

66. Market SpaceMarket Space
MatrixMatrix

67. Market Space Matrix