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Marketing for MOST Module 10 – I.T & Marketing 技術経営コンソーシアム 開発担当者 :Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro 更新日 October, 2003 IT and Marketing 1. 2. 3. 4. 5. 6. 7. 8. Need for a new Marketing Paradigm. e-commerce, e-business &e-marketing. e-segmentation,e-targeting and e-positioning. The 11 Immutable Laws of Internet Branding. e-marketing research. New Marketing Mix. More on e-business. Has IT changed Marketing? Marketing for MOST: Module 10 – IT and Marketing “Embrace the Internet. Bring me a plan as to how you are going to transform your business beyond adding an Internet Site” - Jack Welch, former CEO of GE “ I think people still underestimate in the decade ahead how much digital approaches will change the way they work and the way they live” - Bill Gates, The Richest Man on Earth 3 Marketing for MOST: Module 10 – IT and Marketing Is this WOW! • The cost of sending mail to 10 million GE customers in 1985 :$ 3.3 million. • The cost of sending the same e-mail to 10 million GE customers today : $ 0. 4 Marketing for MOST: Module 10 – IT and Marketing Internet and E-Commerce Websites Competitors Business Partners Global Markets Corporate Communications Human Resources Vendors Supplier Information Management Systems Intranets Constraints Research Customers Product Cost Containment Development Internet Capabilities Extranets Marketing Sales Technology Developments Product Distribution New-Business Customer Support Product Core Business Potential Price Function Competition Competitive Environment The Internet Bigdoli Hossein:electronic commerce: principal and practice(2000) 5 Marketing for MOST: Module 10 – IT and Marketing The Need for a New Marketing Paradigm 6 Marketing for MOST: Module 10 – IT and Marketing The Need for a New Marketing Paradigm • There are three stages in the new Marketing Paradigm. Stage 1: Selling concept, where starting point is the factory and the aim is profits through sales volume using selling and promotion. Stage 2: Marketing concept, where starting point is the identifying the customers varying needs and the aim is profits through customer satisfaction using market STP. Cont… 7 Marketing for MOST: Module 10 – IT and Marketing The Need for a New Marketing Paradigm …Cont. Stage 3: Holistic Marketing concept where the Starting point is identifying the individual customers needs and aim at profitable growth through capturing customer share, customer loyalty , and customer lifetime value. This is achieved using database management and value chain integration linking collaborators. Right now we are passing the second stage and entering the third stage which, is part of the transition to the Digital Economy. 8 Marketing for MOST: Module 10 – IT and Marketing Changing Assumptions in Strategic Marketing Thinking Old Marketing New Marketing • Marketing department does the marketing. • • Marketer focuses on “interrupter” marketing. Marketing focuses on acquiring new customers. Marketing focuses on intermediate transactions. Marketing expenditures are viewed as expenses. • • • • Reference:Marketingmoves: Kotler, Jain & Maesincee • • • 9 Marketing integrates the work of exploring, creating and delivering customer value. Marketer focuses on “permission” marketing. Marketing focuses on customer retention and brand loyalty. Marketing focuses on capturing customer lifetime value. Many marketing expenditures are viewed as investments. Marketing for MOST: Module 10 – IT and Marketing Don’t we have to redraw Maslow’s Hierarchical chart? Don’t we need to have another tier for information needs? 10 Marketing for MOST: Module 10 – IT and Marketing The New Economy • • • • • • • Or the digital economy. Paperless companies. Data base emphasis. Got to be tech savvy otherwise heavy. Information transparency Information overload. The world is the playground. 11 Marketing for MOST: Module 10 – IT and Marketing The major shift towards Digital Economy Digital economy has forced corporations to undergo a sea of change and there are nine new paradigms to be applied to operate efficiently in the new economy. 1. 2. 3. 4. From asymmetry of information to democratization of information. From goods for elites to goods for everyone. From make-and-sell to sell-and-respond. From local economy to global economy. Cont… Reference:Marketingmoves: Kotler, Jain & Maesincee 12 Marketing for MOST: Module 10 – IT and Marketing The major shift towards Digital Economy ...Cont. 5. 6. 7. 8. 9. From the economics of diminishing returns to the economics of increasing returns. From owning assets to gaining assets. From corporate governance to market governance. From mass markets to markets of one. From just-in-time to real-time. Reference:Marketingmoves: Kotler, Jain & Maesincee 13 Marketing for MOST: Module 10 – IT and Marketing How corporations are adapting to the Digital Economy • Estimates of World B2B transactions in 2004: $ 7.3 Trillion1. • Ford and GM moved their B2B supply chain worth 300 and 500 billion USD online. • Cisco Systems announced they won’t do business with suppliers, who can’t take orders via the net. 1. Gartner 14 Marketing for MOST: Module 10 – IT and Marketing More than 12% of the World Population is online • • • • • • • WORLD Total AFRICA ASIA/Pacific EUROPE MIDDLE EAST CANADA & USA LATIN AMERICA Source:Nua.com 605.60 million 6.31million 187.24 million 190.91 million 5.12 million 182.67 million 33.35 million 15 Marketing for MOST: Module 10 – IT and Marketing Modes of communication between businesses and customers C2C Auctions(Ebay.com, ubid.com) Consumer reviews(bizrate.com, Deja.com) B2B Organization Sites(Dell,IBM) Business Marketplaces (Commerce One, Vertical Net) C2B Customer Bids (Priceline.com, hotwire.com) business consume r B2C Organizations Sites (Dell,Amazon) Consumer Marketplaces (Pets.com,Walmart.com) Source:e Marketing excellence by P.R. Smith business 16 consumer Marketing for MOST: Module 10 – IT and Marketing e-commerce, e-business & e-marketing 17 Marketing for MOST: Module 10 – IT and Marketing Relationship between e-commerce, ebusiness and e-marketing • e-commerce includes e-tailing and just simple exchange of goods and payments online. • e-business involves all the business processes in the value-chain. • e-marketing is at the heart of the business adding value to the products, widening distribution channels, boosting sales while getting closer to the customer and understanding them better. 18 Marketing for MOST: Module 10 – IT and Marketing Relationship between e-commerce, ebusiness and e-marketing EM=EC=EB Source:e Marketing excellence by P.R. Smith One perception is that e-marketing,ecommerce and ebusiness is one and the same thing? Do you think that’s true? 19 Marketing for MOST: Module 10 – IT and Marketing Relationship between e-commerce, ebusiness and e-marketing Another perception is that e-commerce is a part of the process of emarketing and both of them are part of the bigger process which is e-business. EB EM EC Source:e Marketing excellence by P.R. Smith 20 Marketing for MOST: Module 10 – IT and Marketing Relationships between e-commerce, ebusiness and e-marketing EC There is still another perception and that e-commerce, emarketing and ebusiness are different processes altogether, although they overlap some of their functions. EM EB Source:e Marketing excellence by P.R. Smith 21 Marketing for MOST: Module 10 – IT and Marketing How much money is generated from the NET? Source:Activmedia 22 Marketing for MOST: Module 10 – IT and Marketing e-segmentation, e-targeting & e-positioning 23 Marketing for MOST: Module 10 – IT and Marketing e-segmentation • The market is segmented based on customers like businesses, individuals and government. • Segmentation of market based on B2B, B2C, C2B and C2C. • The market is segmented considering the companies promotion mix ( offline vs. online mix). • It is difficult to segment the market geographically as the Internet population is estimated at 20-30 million with 10% monthly growth rate all over the world. Cont… 24 Marketing for MOST: Module 10 – IT and Marketing e-segmentation …Cont. • Demographically, the market is made up of young users with higher income levels. • The psychographic segmentation is very accurate as the user’s browsing habits hint at his preferences. • Product related segmentation is most important, as net users look for added values, technologically superior and best priced products. 25 Marketing for MOST: Module 10 – IT and Marketing e-targeting • The target market for most of the companies has become large due to easy access all across the world. • The target market should also be based on the companies product, and whether the product can be sold more effectively online or offline. • Due to the availability of the internet the target market is huge but on the other hand competition is immense, therefore the company has to choose what region to target to create a niche market. 26 Cont… Marketing for MOST: Module 10 – IT and Marketing e-targeting …Cont. • With the fast growth of the internet its difficult to imagine the scope of the target market. • Target marketing on the net is more effective when, it is concentrated on small number of customers especially in the case of high value products, on the other hand for innovative products, bigger target markets have been successful as well. 27 Marketing for MOST: Module 10 – IT and Marketing e-positioning • The most important strategy on the Internet is how to position your product. • Only online, only offline, or offline-online available products. • Shift from product-centric companies to customer-centric companies. • Adding a new medium for providing information, and reach the customer through the web. Cont… 28 Marketing for MOST: Module 10 – IT and Marketing e-positioning Cont… • Customization is the new mantra for customer value. • Distribution channels are matched to customer’s preferences. • Make profits on customers lifetime value. • It’s a two way communication network via the web, which is necessary to expedite transactions. 29 Marketing for MOST: Module 10 – IT and Marketing The 11 Immutable Laws of Internet Branding 30 Marketing for MOST: Module 10 – IT and Marketing The 11 Immutable Laws of Internet Branding 1. 2. 3. 4. 5. 6. The Law of either/or : the internet can be business or medium, but not both. The Law of interactivity: online business cannot survive without interactive website. The Law of the common name: most internet companies have a common word as their name which, is not very attractive The Law of the proper name: name is the most important asset of the company on the net, so it better be something spectacular. The Law of singularity: the internet is innovative and creative and to be the market leader is the mantra for success. The one who does it first reaps the most benefits. The Law of advertising: advertising off the net will always be bigger than on the net, use the right kind of mix. Cont… Source:Immutable Laws of Internet Branding: Al Ries , Laura Ries: Harper Collins. 31 Marketing for MOST: Module 10 – IT and Marketing The 11 Immutable Laws of Internet Branding Cont… 7. 8. 9. 10. 11. The Law of globalism: on the internet there are no boundaries and territories. The world is the playground. The Law of time: the internet is very fast and you have to be quicker and focused to reap the benefits. The Law of vanity: do not try and do everything, be selective and have common sense. The Law of divergence: the internet is moving in the opposite direction of convergence. The Law of transformation: to be successful on the internet, you have to believe that it has transformed our lives and will further affect it in different ways. Source:Immutable Laws of Internet Branding: Al Ries , Laura Ries: Harper Collins. 32 Marketing for MOST: Module 10 – IT and Marketing e-marketing research 33 Marketing for MOST: Module 10 – IT and Marketing e-marketing research benefits • Cost savings. • It is individually directed. • It is a good way to reach unreachable people like doctors, lawyers, professionals. • It is fast and has maximum reach. • Sample size is not a problem. • It offers anonymity for the surveyed, therefore there is more honesty. • It is easier to reach early adopters. 34 Marketing for MOST: Module 10 – IT and Marketing e-marketing research traps • The users of the internet do not represent the whole population, they are different. • Online research is not right for every company and product. • Sample audience is not defined. • There is no interaction between the surveyor and surveyed. 35 Marketing for MOST: Module 10 – IT and Marketing The New Marketing Mix 36 Marketing for MOST: Module 10 – IT and Marketing The New Marketing Mix in the Digital Economy Product •Digital value added •Brand experience •Online vs. Offline Mix •Integration Promotion The New Marketing Mix Price •New Pricing Models •Price Transparency •Representation •New Distribution Models Place 37 Marketing for MOST: Module 10 – IT and Marketing Product • Can your product be produced in a better way using IT? • Is the internet the right medium for your product? • Is your product easily deliverable? • Can your product be purchased without the customer actually feeling it or touching it? • Can you make sure that utility of the product is the same to the consumer, whether purchased offline or online? • What are the added values to buy online? 38 Marketing for MOST: Module 10 – IT and Marketing Price • Because customers have new buying models, new pricing approaches are essential. • Price transparency is the way on the Internet. • Prices are complex and have a lot add-ons. • Fixed pricing has made way for leasing in a big way: cars, computers, even music can be leased. • Pricing under pressure is experienced by all corporations: “in the digital world the customer has become the true King”. 39 Marketing for MOST: Module 10 – IT and Marketing Place • Does it matter whether you are in Timbuktu or in New York? Your store is online. • New distribution models have given birth to 1) Disintermediation. 2) Reintermediation. 3) Info mediation. 4) Peer-to-Peer Services. 5) Affiliation and collaboration. • The world is the playground now and distribution has taken over the limitations of place, especially in “information intensive” businesses. • Physical limitations do exist however, in many businesses. 40 Marketing for MOST: Module 10 – IT and Marketing Promotion • Both, online and offline promotion is important to optimize the promotional mix. • Both, offline and online communications have to be integrated. • They have to be creative. • There has to be interaction with the customer. • Globalized approach. 41 Marketing for MOST: Module 10 – IT and Marketing What is the web’s advertising revenue? Source: Jupiter Communications Source:Jupiter Communications 42 Marketing for MOST: Module 10 – IT and Marketing The Fifth P- PEOPLE • People are more important now than ever before. • Customers have to be satisfied more as they have more alternatives and more information. • Staff has to be trained as marketing tools are advancing rapidly technologically. • As marginal costs are low repeat customers means lots of profits. • Happy Staff= Happy Customers= Happy Shareholders. 43 Marketing for MOST: Module 10 – IT and Marketing More on e-business 44 Marketing for MOST: Module 10 – IT and Marketing What industries has the internet really revolutionized? 1. 2. 3. 4. Information-intensive industries namely: • Financial services • Entertainment • Education • Government Auction industry. Travel Industry. Some parts of retail industry, like books. 45 Marketing for MOST: Module 10 – IT and Marketing Let’s talk about the e-customer • The e-customer is smart and well informed, well educated, more affluent, and an early adopter of technology. • The e-customer is used to extras. • The e-customer wants simplified purchases. • The e-customer is lazy. • The e-customer wants the best price. • The e-customer is not very loyal. • The e-customer can be an individual, corporation, government. • The e-customer wants interaction. 46 Marketing for MOST: Module 10 – IT and Marketing How do consumers actually use the internet? 47 Marketing for MOST: Module 10 – IT and Marketing What we pay for and what we don’t? Pay Free Internet access Shopping info Analysis Commodity or financial data Entertainment Search engines Customized services E-mail Purchases 48 Marketing for MOST: Module 10 – IT and Marketing Advantages of e-business for consumers • • • • • • • Perfect for couch potatoes. Price transparency. Complete information. Instant delivery. Ease of payment. Infinite product choice. After sales service without leaving home. 49 Marketing for MOST: Module 10 – IT and Marketing Disadvantages of e-business for consumers • • • • • • Payment security. No tangibility of goods. Dependence on e-tailer’s word. Addictive. Makes them lazy. Unlimited information leads to confusion. 50 Marketing for MOST: Module 10 – IT and Marketing e-tools • 1. 2. 3. 4. 5. The web, interactive television and cellular phones. These tools enable marketers: To get fine tuned. To interact with buyers Get direct response. Brand building and customer service. Cost savings. 51 Marketing for MOST: Module 10 – IT and Marketing Advantages of e-business for sellers • • • • • • • • Cost savings. Interaction. Removal of customer service bottlenecks. Target approach and individualized service to the customer. Improved purchasing, recruiting, training and internal and external communications. Infinite database of customers. Transparency of Information. No boundaries. 52 Marketing for MOST: Module 10 – IT and Marketing Disadvantages of e-business to sellers • • • • • • Price transparency. Technology dependence. Limited product differentiation. Minimal margins. No physical interaction. Frauds. 53 Marketing for MOST: Module 10 – IT and Marketing Model for a Virtual Organization Alliance with subcontractors Boundary of firm Alliance with a major supplier Customer response and order-fulfillment teams Intranets Extranets Alliance with a major customer Manufacturing teams Alliance with small suppliers Alliance with a competitor who provides services that are complementary Cross-functional teams Reference:Burn Janice: e-business strategy for virtual organization. Engineering teams 54 Marketing for MOST: Module 10 – IT and Marketing Will Click replace the Brick? • Maybe not, because we still enjoy going to the market. • Maybe not, because the Brick and Mortar stores are integrating Bricks and Clicks very well( Walmart.com, Macy’s.com). • Maybe not, because 90% of the goods we buy have to be touched and felt. • Maybe not, because its still too early to say. 55 Marketing for MOST: Module 10 – IT and Marketing The new types of operational systems • Click Only: only website business and no prior history. E.g. e.trade.com,etc. • Click followed by Brick: some click only firms follow up with brick stores. E.g. Amazon.com, gateway.com • Brick followed by Click: existing brick and mortar companies going online. E.g. Wal-Mart and walmart.com • Brick and Mortar Only: only physical stores and no online sales: E.g. some custom shops like REI. • Brick followed by Click Only: a brick and mortar store followed up with an internet site and then, the the brick store abandoned. E.g. Egghead software. Reference:Marketingmoves: Kotler, Jain & Maesincee 56 Marketing for MOST: Module 10 – IT and Marketing Has IT changed Marketing? 57 Marketing for MOST: Module 10 – IT and Marketing Has IT changed marketing? • Certainly, it has broadened its vision and boundaries. • Competition is at a new level, it’s not local anymore. • It has dramatically changed the whole process of marketing. • And yet, the essence of marketing remains intact: it is an art and science to best meet the needs of customers. 58 Marketing for MOST: Module 10 – IT and Marketing Shifts in Operational Marketing • • • • • • Reverse Product design. Reverse Pricing. Reverse Advertising. Reverse Promotions. Reverse Distribution Channels. Reverse Segmentation. Reference:Marketingmoves: Kotler, Jain & Maesincee 59 Marketing for MOST: Module 10 – IT and Marketing CRM The most important aspect of the internet is its ability to let the organization interact with the customer. Customer Relationship Management is now the focus of every marketing team, in every organization. 60 Marketing for MOST: Module 10 – IT and Marketing CRM CRM helps a company develop customers who would : • Buy more from the company irrespective of relatively higher prices than competition. • Recommend the company to other customers. • Use company support service and facilities. • Make the company the standard for the organization or family. • Try out the company’s new offerings and help them make them better. Reference:Marketingmoves: Kotler, Jain & Maesincee 61 Marketing for MOST: Module 10 – IT and Marketing Arthur M. Hughes’ five criteria for successful CRM 1. 2. 3. 4. 5. The company has well developed marketing processes. The company can capture customers’ names, addresses, and purchase behavior with ease. Data about customers’ repeat purchases can be captured at the point of sale. The company has the skills to build and mine their databases. The company can offer a frequency reward program with significant benefits for both parties. Reference:Marketingmoves: Kotler, Jain & Maesincee 62 Marketing for MOST: Module 10 – IT and Marketing The CRM process Stage of CRM Key initiatives • Defining target markets. • Acquiring target markets. • Finding the target customers. • Filling the target customers’ needs. • Translating the customer value into actionable customer benefits. • Matching the market offerings with customer’s choice context. • Forming the link with target customers. Reference:Marketingmoves: Kotler, Jain & Maesincee • Designing market intelligence. • Gaining insight from customer information. 63 Marketing for MOST: Module 10 – IT and Marketing Have we adapted to this new style of living? • Do you think we can work without Computers anymore. Imagine no e-mails. • When we call the world without boundaries, isn’t the Internet really it. • It is not for couch potatoes it’s for efficient people who believe in time savings. • The Internet has given us more options than we ever had. • A whole world is just a CLICK away. 64 Marketing for MOST: Module 10 – IT and Marketing Will it transform our lives? • You are kidding yourself, if you disagree that it has not already transformed your life. • How many people have not used the internet for purchasing anything? • How many people are not using chats and emails as alternative to telephone? • How many people don’t know what the internet is? NEWS FLASH: We have been TRANSFORMED completely. 65 Marketing for MOST: Module 10 – IT and Marketing What will be the next big thing now? • Wireless- net: it’s not that reliable right now but popularity is increasing because of reach to far off places. • Peer-to-Peer: this technology helps individuals communicate with each other through their PC’s. • Cellular Browsing: e-mailing through cellular phones is already very popular. Will it replace the PC in the future? • Machine-to-Machine: right now companies like e-bay and yahoo auctions are acting as intermediaries, will machines play an important role in transactions between people. In this fast paced world of technological advances, we won’t have to wait long to see the next big thing to emerge. 66 Marketing for MOST: Module 10 – IT and Marketing The Future • The internet is in the early majority stage. • In years to come, if you someone calls their kids Raj.com and Yuko.com, then don’t be taken aback. • IT is a way for a better informed and a more efficient world. 67 Marketing for MOST: Module 10 – IT and Marketing The Future But Beware: • IT cannot create a single drop of water or a grain of rice by itself. • IT can be a dangerous weapon if misused. • The “highest human needs” may not be satisfied by IT. • There is potential withering of human intellect through information overload. 68