The new Marketing in the era of information society

1. Marketing(e) The Marketing reloaded BySalah Benzakour - 2009 V0.1 * For marketers and those who they call “eMarketers”

2. Warning This presentation is not about eMarketing This is not a commercial presentation This presentation does not include a methodology, or any academic definitions. It’s about a new concept that describes Marketing in the era of information society

3. Introduction

4. Facts* 1.4 billion people in the world are using internet They are browsing websites, sending emails, chatting, buying, selling, sharing, playing… When users were denied web access for two weeks during a study, they suffered withdrawal symptoms and feelings of loss Younger generation can't live without Internet Internet users feel confident, secure and empowered * See appendixes for references

6. Clients and internet

7. The New Client The new Client is: Connected to other Clients Word of mouth through social networks/emails Demanding  Multiple choices through eCommerce Vigilant  Going online before making a decision (Search engines, comparing prices, reviews, social networks) Unfaithful  Perpetual seek of benefice maximization and cost/effort reduction (“Want more attitude”) And moreover, he: Doesn’t have time to read all the good things you write about your solution (product/service) Wants customized solutions (Products/Services) Wants solutions that are cost effective and ecological

8. Main Insights Thanks to internet the Client has really become the KING. And a King deserves to be treatedlikea King: Honor to whom honor is due. Recommended actions: Check in the internet what yourclientsare saying about your brand(s) and your competitors. Conduct a satisfaction survey online Check how your Clients are using your solution (product/service) Ask your Clients (or some of them) why they use/buy your solution

9. Marketing and eMarketing basics reminder

10. Reminder of Marketing Definition « Marketing is about maximizing the company’s profits, building an offer in light of the clients requests, competition, available ressources and definedframework » IFG Twothingsbring value to companies : Marketing and R&D

11. Marketing Main Components Targeting and Positioning Design a marketing plan Company Sphere Marketing Management Solution* Understand Client’s needs Segmentation Execute a marketing plan 4Ps (Product; Price; Promotion; Place) Operational Marketing Marketstudies Client Sphere Solution = Product or/and service

12. eMarketing Three pillars (3Cs): Defined targeted audience (Community) Web pages (Content) Online Promotion (Communication)

13. eMarketing in Marketing Marketing Management 4 Ps Operational Marketing Marketstudies Offline Promotion Online eMarketing

14. Main Insights Marketing is all about satisfying the client’sneeds eMarketing is the use of the online channel to promote a company’sbrand or products eMarketing is aconstituentof operational Marketing

15. OldSchoolMarketers and Internet

16. Old School Marketers* They think that having a website is enough to master the online presence of their brand(s) They think that doing some eMarketing efforts (SEO, SEM, Banner campaigns…) is enough to acquire and retain clients online * I’m sure it’s not your case

17. Main Insights Old school marketers don’t understand the real power of internet and how it empowers theirclients. Old school marketers apply the offline marketing and communication patterns on the internet When they think internet, old school marketers are in the “offer perspective” and not in the “demand perspective” Recommended actions: Go beyond the “what” question when thinking about your online actions, try to answer 3 times the “why” question. Stop focusing on technology and web tools and feed yourself with deeper questions/answers (ie: information society, psychology of Client behaviors, trends, weak signals, and from time to time read the basics of marketing…)

18. Marketing to the power of (e)

19. Marketing(e) Concept Marketing Management Exchanges Company Client Exchanges Exchanges Operational Marketing Marketstudies Mix of online and offline techniques Hybridation Solution

20. Marketing(e)Definition « Marketing is about maximizing the company’s AND client’s profit, building together a solution that meets the client’s needs, using in a balanced way all the capacities of information technologies while taking into account the competition, all available ressources and the given framework. »

21. Marketing(e) Vs eMarketing eMarketing : Adding the (e) to existing marketing Using internet as an additional channel to execute a part of the promotional strategy Marketing(e): Integrating the (e) into the DNA of marketing. Enhancing the solution value exponentially Integrating theClient expectations and needs in all marketing steps Taking advantage of the power of online exchanges Producing hybrid solutions (products and services)

22. Main Insights Marketing(e)really integrates theclients’benefit and voice in the heart of the Marketing process Marketing(e) is a process where online and offline channels are combined to exponentially increase the clientand company benefits Recommended actions: Create a private community with some of your current or potential customers Involve this community in the thinking about the evolution of your solution Think about how you can increase theclients’benefit if you integrate online services to your solution

23. Marketing(e) case studies

24. Marketing(e) case studies Hybrid Marketing approach: Tcho Hybrid product: Nike+

25. Tcho TCHO is a chocolate company that uses internet in the early stage of the creation process of a chocolate. TCHO was the first company in the world to publicly release a beta version of it’s chocolate. Main idea: Even for a “classic” product thereareways to leverage the added value of information technologies in order to enhanceclientsatisfaction. http://www.tcho.com

26. Nike+iPod The Nike+iPod Sports Kit is a device which measures and records the distance and pace of a walk or run. The Nike+ iPod consists of a small accelerometer attached to or embedded in a shoe, which communicates with either the Nike+sportbandor a receiver plugged into an iPod Nano. If using the iPod, iTunes software can be used to view the walk or run history. Main idea: Nike and Apple created a new hybrid offer (Real object + software + internet community) that enhances the user experience and generates added value. http://www.apple.com/ipod/nike/

27. Conclusion Marketing(e), two pillars: Hybrid marketing process Hybrid solution (product and service) Marketing(e) is Marketing reloaded eMarketing is a component of Maketing(e) Want more? See next slide

28. Act Send a comment Recommend this presentation to a friend Download and enhance this presentation Participate in the first Marketing(e) collective book Send an email to: contact (at) SalahBenzakour.com

29. About me Salah-Eddine Benzakour : Marketer(e) http://www.SalahBenzakour.com http://Twitter.com/SalahBenzakour

30. Appendix

31. Facts Sources Photo background premier slide : TTDesign @ Flickr - http://is.gd/1w1W2 E-Commerce, the Consumer Decision Process, and the Theory of Reasoned Action: http://www.surl.org/usabilitynews/32/Internet_attitude.asp How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car http://eprints.ru.ac.za/961/ Computer history http://www.computerhope.com/history/19902000.htm YAHOO! AND OMD REVEAL STUDY DEPICTING LIFE WITHOUT THE INTERNET http://docs.yahoo.com/docs/pr/release1183.html Younger generation can't live without Internet http://www.bizreport.com/2007/07/younger_generation_cant_live_without_internet.html World internet stats

32. Thankyou