This document is part of my Marketing online course. Thanks to all the sources, that I try to always mention and link

1. Lezione 1
Lesson 1
Introduction, scope, key concepts
Timing Excel
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2. Me
Me
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3. Me online
Maxrama
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4. You
You
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5. You: sharing info
You
Where are you from?
What do you think about
WEB & FASHION YOU
What you want to became?
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6. The Course
The Course
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7. The Course: HOW
The Course - HOW
Content selected
by me
Discuss results Understand Theory
Your discovery
HOW
My selection
Your Elaborate Discover Best
Virtual company Ideas practice Your
research
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8. The Course: WHAT
The Course - WHAT
How to brief a supplier
The Analysis
Ecommerce Define the Goals
WHAT
The Web Site
Writing Online
How promotion and ADV change Social networks
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9. The Course: Digital Ecosystem
The Course: Digital Ecosystem
ABOUT THE DIGITAL ECOSYSTEM
As in the natural world, there are several ecosystems which have some species
in common, others which are similar having followed a process of adaptation
to local conditions, and others which are endogenous.
A "digital ecosystem" has been developing around us, going far beyond the desktop and quickly
spreading through every type of device available.
"An ecosystem is a system whose members benefit from each other's participation via
symbiotic relationships (positive sum relationships)." as for the digital ecosystem, it is a
"digital environment" populated by "digital species" which can be software components,
applications, online services, information, business models, etc.
As in the natural world, there are several ecosystems which have some species in common, others
which are similar having followed a process of adaptation to local conditions, and others which
are endogenous. Now in the digital ecosystem, you will be able to see the new digital species
that are emerging and which will help cleanse the ecosystem, bringing back the power to
the user.
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10. The Course: Digital ecosystem (online)
The Course - WHAT
http://blog.dtdigital.com.au/insight/post/the-first-steps-in-making-your-business-social-online_25/
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11. The Course: Digital ecosystem
The Course - WHAT
http://en.wikipedia.org/wiki/Digital_ecosystem
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12. Digital Ecosystems Definitions
The Course - WHAT
Digital Business Ecosystems (DBEs) defined
The DBE website defines a DBE as the enabling technologies and the paradigms supporting Regional Growth and Innovation in
Business Ecosystems mainly composed by SMEs.
It goes on to elaborate that….
A natural life ecosystem is defined as a biological community of interacting organisms plus their physical environment. In the same
way, a business ecosystem is "the network of buyers, suppliers and makers of related products or services” plus the socio-economic
environment, including the institutional and regulatory framework.
A digital ecosystem is a self-organising digital infrastructure aimed at creating a digital environment for networked organisations
that supports the cooperation, the knowledge sharing, the development of open and adaptive technologies and evolutionary business
models.
The digital ecosystem approach transposes the concepts to the digital world, reproducing the desiderable mechanisms of natural
ecosystems. As several interacting natural ecosystems exist, several digital ecosystems exists due to differentiation and the
development of endemic product and services tailored to specific local needs.
A digital ecosystem results from the combination of :
1) the free digital ecosystem knowledge- and service-oriented infrastructure, as a public common resource ;
2) the digital components, services and the formalised knowledge which "populate" such infrastructure .
A digital ecosystem means to be the ICT-enabling technology for business ecosystems based on the dynamic and amorphous
interaction among a multiplicity of small organisations.
Business Ecosystem + Digital Ecosystem = ( Innovation Ecosystems or Digital Business Ecosystem )
A Digital Business Ecosytem or Innovation Ecosystem results from the structurally coupled and co-evolving digital ecosystem and
business ecosystem. A network of digital ecosystems, will offer opportunities of participation in the global economy to SMEs and to
less developed or remote areas. These new forms of dynamic business interactions and global co-operation among organisations and
business communities, enabled by digital ecosystem technologies, are deemed to foster local economic growth. This will preserve
local knowledge, culture and identity and contribute to overcome the digital divide.
Download the DBE book (240 pages)
Check the Table of Contents
Download Full Book (low res 5.56MB)
Download Full Book (high res 85MB)
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13. The Course: WHY
The Course - WHY
Brief Orientation
Engagement WHY Analysis
Develop skills
Evaluation Strategy design
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14. Marketing & Marketing Online
1. Segmentation,
9. Process
2. Targeting,
8. Service,
Traditional 3. Positioning,
Marketing
7. Brand,
4. Differentiation,
6. Selling,
5. Marketing-Mix (Product, Price,
Place, Promotion),
1. Communitization,
9. Collaboration
2. Confirming,
8. Caring,
New Wave 3. Clarifying,
Marketing
7. Character,
4. Coding,
6. Commercialization, 5. Crowd-Combo (Co-Creation,
Currency, Communal Activation,
Conversation),
http://www.bobmarketing.com/new-wave-marketing/
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15. Your Company
Your
Company
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16. Your company
Your Company
Create a group Apply theory
Define Company Highligts To do
Your Goal Select best practice
Company
Define company goal Produce ideas
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17. Your Company
Your Company: Higligts
1. Haute Couture:
1. Define the segment a. Synonymous with “high fashion,” haute couture is a
derivative of the French term “high sewing.” In France,
the label “haute couture” is a protected designation.
Designers, who attain this elusive and oft coveted title,
1. Haute couture produce custom-made clothing for the worldʼs most
influential and wealthiest.
a. is the most expensive and exclusive of
all four segments. It is occupied by only 2. Luxury:
a handful of companies that produce a. Pret-a-Porter or “Ready to Wear” is one-step down from
custom-made clothing for the world's Haute Couture relative to price and exclusivity, but still
wealthiest individuals. serves a discerning and well to do client.
2. The luxury segment 3. Contemporary:
a. is a step down in terms of quality and a. This fashion forward segment presents mid-priced
price, but still serves a wealthy clientele. fashions both fashion forward and quality driven.
3. Affordable luxury Oftentimes, these designers interpret fashions from the
couture houses, making these fashions readily
a. targets "aspirational" consumers, those accessible.
who are not rich enough to afford luxury
brands but will accept lower-priced 4. Fast Fashion:
alternatives. a. Quickly produced product in a cost efficient manner,
4. Mainstream brands delivering “high fashion looking” garments, at the lowest
price possible. Relates to the manner of which items from
a. The goal is mass appeal; they sacrifice the runway manufactured predominantly overseas with
an air of exclusivity for popularity. an extremely efficient turnaround.
5. Discount brands 5. Discount:
a. cater to low-income consumers. a. Usually looked at loss leaders, have quickly adapted to
the fast fashion concepts leveraging their consumerʼs
buying power and reputation to fashion exclusive
designer collections.
http://www.wikinvest.com/industry/Fashion http://thecurvyfashionista.mariedenee.com/2009/12/
understanding-the-new-segments-within-plus-size-
fashion/
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18. Your Company
Your Company: Higligts
2. Define the offer
Products
Markets Offer
Services
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19. Your Company
Your Company: Higligts
3. Define the goals
Brand extension in another industry
Relaunch the brand Goals Introduce ecommerce
Launch a new line for young Internationalisation
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20. Principles
Some
principles
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21. Cluetrain manifesto
The Cluetrain Manifesto - 1999
A powerful global conversation has begun. Through
the Internet, people are discovering and inventing
new ways to share relevant knowledge with blinding
speed. As a direct result, markets are getting smarter
—and getting smarter faster than most companies.
These markets are conversations. Their members communicate in
language that is natural, open, honest, direct, funny and often shocking.
Whether explaining or complaining, joking or serious, the human voice is
unmistakably genuine. It can't be faked.
Most corporations, on the other hand,
only know how to talk in the soothing,
humorless monotone of the mission
statement, marketing brochure, and
your-call-is-important-to-us busy
signal. Same old tone, same old lies.
the cluetrain manifesto No wonder networked markets have
no respect for companies unable or
unwilling to speak as they do.
But learning to speak in a human
voice is not some trick, nor will
corporations convince us they are
human with lip service about "listening
to customers." They will only sound
human when they empower real
human beings to speak on their
behalf.
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22. Web 2.0
In the opening talk of the first Web 2.0
conference (October 2004), O'Reilly and
John Battelle summarized what they saw as
the themes of Web 2.0. They argued that
the web had become a platform, with
software above the level of a single device,
leveraging the power of the "Long Tail", and
with data as a driving force. According to
O'Reilly and Battelle, an architecture of
participation where users can contribute
website content creates network effects.
http://oreilly.com/web2/archive/what-is-web-20.html
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23. Il contenuto
How Web Content changes
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24. Five Mutable Laws
The Five Mutable Laws of Web Marketing, by Dr. Ralph F. Wilson
1. The Law of the Dead End Street
a. The first law goes like this: Setting up a website is like building a
storefront on a dead-end street. If you want any shoppers, you
must give them a reason to come.
2. The Law of Giving and Selling
a. An important element of Web culture is "free stuff." The Law of
Giving and Selling says: Attract visitors to your site by giving
away something free, and then try to sell something additional to
those who visit.
3. The Law of Trust
a. Assuming your products or services are priced competitively
and are of good quality, your most significant sales barrier is
trust. Trust is the essential lubricant of Web business; without
trust, business grinds to a halt.
4. The Law of Pull and Push
a. The Fourth Mutable Law of Web marketing is: Pull people to
The Five Mutable Laws of Web Marketing your site by your attractive content, then push quality information
to them regularly via e-mail.
5. The Law of the Niche
a. The Law of the Niche is last but not least. Let me state it this
way: Big businesses like Amazon.com and Wal-Mart have the
money and clout to "own" whole segments of the marketplace.
Small businesses succeed by finding niches that are either
unfilled or only partially filled, and filling them with excellence.
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25. 15 Princicples
15 Principles of Internet Marketing, Conversation Marketing
1. No one's lives depend on what we do.
2. But people's livelihoods do. So take your work seriously, and take pride
in it.
3. 75% of your audience uses a search engine to find you. Get used to it.
All the banners and 'viral' marketing on earth won't come close to results
produced by a top 5 ranking for a relevant phrase.
4. But, a broad base is better. Don't rely on just one marketing vehicle.
Build a complete internet marketing strategy that includes, at a
minimum, paid search, organic search, e-mail and online PR.
5. Never underestimate the power of an angry customer.
6. Never underestimate the power of a happy customer.
7. Pretty is great. Easy is better.
8. You're not the customer.
9. Karma exists. Treat customers and prospective customers with
respect, and they'll reciprocate. Spam them, annoy them, and lie to
them, and they'll retaliate.
10. Risk is necessary.
15 Principles of Internet Marketing |
11. Risk without measurement is suicide. Analytics are a must.
Internet Marketing Strategy:
Conversation Marketing 12. IT is not marketing. Don't make them run the web site. It's not fair to
anyone.
13. A web site does not equal an internet marketing strategy.
14. Plan, but adapt. Don't be stubborn. Listen to what your customers tell
you in their response.
15. All marketing has a message. What's yours?
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26. @Home
@ Home
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27. Untitled
Your Homework
A company name
Segment
Shall contain:
Offer Your company Define details of Your Company
Deliverable
@home Task
Goals Lesson 1 Your expectation on the course
A presentation that will be done in class
bulletted list your expectation
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