Marketing(e)

The Marketing reloadedBy Salah Benzakour - 2009

* For marketers and those who they call “eMarketers”

V0.1

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

Introduction

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

Computer/Internet EvolutionUsage Revolutions

Companies using computer

Individuals using computer

Computer@Production

Computer@Marketing

Computer@Home

~1950 ~1970 ~1980

Internet@Home

~1990

eCommerce(Commercial web)

~2000

Web 2(Editable web)

~2008

The use of computer and IT spreads from professional to personnel sphere

Web 3(Objects web)

~2011

Ultimate Web(Total immersion)

~2020

Main Insights

• Almost everybody in the western hemisphere is using internet

• Internet is a living environment• Internet empowers its users

Recommended action: Check the % of internet penetration in your

client portfolio

Clients and internet

The New ClientThe 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

Main Insights

• Thanks to internet the Client has really become the KING.• And a King deserves to be treated like a King: Honor to whom

honor is due.

Recommended actions: Check in the internet what your clients are 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

Marketing and eMarketing basics reminder

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 defined framework » IFG

• Two things bring value to companies : Marketing and R&D

Marketing Main Components

ClientSphere

CompanySphere

Mar

ket s

tudi

es

Marketing Management

Operational Marketing

Understand Client’s needsSegmentation

Targeting and PositioningDesign a marketing plan

Execute a marketing plan4Ps (Product; Price;

Promotion; Place)

Solution*

Solution = Product or/and service

eMarketing

• Three pillars (3Cs):– Defined targeted audience (Community)– Web pages (Content)– Online Promotion (Communication)

eMarketing in Marketing

Mar

ket s

tudi

es

Marketing Management

Operational Marketing

4 Ps

PromotionOffline

OnlineeMarketing

Main Insights

• Marketing is all about satisfying the client’s needs

• eMarketing is the use of the online channel to promote a company’s brand or products

• eMarketing is a constituent of operational Marketing

Old School Marketers and Internet

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

Main Insights• Old school marketers don’t understand the real power of internet

and how it empowers their clients.• 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…)

Marketing to the power of (e)

Marketing(e) Concept

Mar

ket s

tudi

es

Marketing Management

Operational Marketing

Client

Com

pany

Exchanges

Mix of online and offline techniques

Hybridation

Solution

Exchanges

Exch

ange

s

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. »

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 the Client

expectations and needs in all marketing steps

– Taking advantage of the power of online exchanges

– Producing hybrid solutions (products and services)

Main Insights

• Marketing(e) really integrates the clients’ 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 client and 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 the clients’ benefit if you

integrate online services to your solution

Marketing(e) case studies

Marketing(e) case studies

Hybrid Marketing approach:• Tcho

Hybrid product:• Nike+

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 there are ways to leverage the added value of information technologies in order to enhance client satisfaction.

http://www.tcho.com

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+ sportband or 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/

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

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

About me

• Salah-Eddine Benzakour : Marketer(e)

• http://www.SalahBenzakour.com• http://Twitter.com/SalahBenzakour

Appendix

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

Thank you