[

marke(ng technology ]
guest lecture, global marke0ng university of sydney

data / insights / ac(on

datalicious

web analy0cs

marke0ng campaigns

customer databases

Helping companies data op/mize their marke/ng strategy insights by providing ac/onable insights ac0on based on solid data analysis.
media plans customer proles

target segments

[ july 2008 ]

[ datalicious.com.au ]

web analy0cs

marke0ng campaigns

customer databases

data insights ac0on

media plans customer proles

target segments

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ today ]
Marke0ng theory
Product, price, place, promo0on Audiences, plaForms, content Innovators, early adopters, majority, laggards Awareness, interest, desire, ac0on

Trends and examples Marke0ng case study Useful links

[ july 2008 ] [ datalicious.com.au ]

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[ marke(ng theory ]
[ july 2008 ] [ datalicious.com.au ]

[ marke(ng mix ]
product

price

mix

place

promo(on

[ july 2008 ]

[ datalicious.com.au ]

[ price transparency ]

[ july 2008 ]

[ source: springwise ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ marke(ng mix ]
product

price

mix

place

promo(on

[ july 2008 ]

[ datalicious.com.au ]

[ crowd sourcing ]

[ july 2008 ]

[ source: springwise ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ video: doritos super bowl ad ]

hMp://www.youtube.com/watch?v=kNxgxF-7SfA

[ july 2008 ]

[ datalicious.com.au ]

[ marke(ng mix ]
product

price

mix

place

promo(on

[ july 2008 ]

[ datalicious.com.au ]

[ niche markets ]

[ july 2008 ]

[ source: springwise ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ marke(ng mix ]
product

price

mix

place

promo(on

[ july 2008 ]

[ datalicious.com.au ]

[ promo(on ]
Promo0on is communica0on
Audiences: who are we talking to? PlaForms: where do we spend our 0me? Content: what messages do we respond to?

Has technology changed any of this?

[ july 2008 ]

[ datalicious.com.au ]

[ communica(on ]
audiences

pla@orms

content

[ july 2008 ]

[ datalicious.com.au ]

[ the digital na(ve ]

10,000 gaming hours 20,000 TV hours 15,000 Internet hours 200,000 emails and IMs 10,000 cell phones hours All before they are 25

[ july 2008 ]

[ source: mark presnky, m&c saatchi ]

[ datalicious.com.au ]

[ online oxygen ]

online oxygen = digital way of life

[ july 2008 ]

[ datalicious.com.au ]

rewiring brains = dierent neural pathways

[ july 2008 ]

[ datalicious.com.au ]

quick and ruthless = reduced aGen(on spans

[ july 2008 ]

[ datalicious.com.au ]

[ basic human needs ]

web 2.0

[ july 2008 ]

[ source: maslow ]

[ datalicious.com.au ]

[ internet users ]
globally Australia

[ july 2008 ]

[ datalicious.com.au ]

[ technology aects marke(ng ]

[ technology aects us ]

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[ break ]
[ july 2008 ] [ datalicious.com.au ]

[ communica(on ]
audiences

pla@orms

content

[ july 2008 ]

[ datalicious.com.au ]

[ digital universe today ]

[ july 2008 ]

[ source: isobar ]

[ datalicious.com.au ]

[ digital consump(on ]
50% digital by 2007

[ july 2008 ]

[ source: carat ]

[ datalicious.com.au ]

[ australia ]

[ july 2008 ]

[ datalicious.com.au ]

[ got game ]

[ july 2008 ]

[ source: aol, esa ]

[ datalicious.com.au ]

[ media spend imbalance ]

[ july 2008 ]

[ source: jerey cole, surveying the digital future ]

[ datalicious.com.au ]

[ australia ]

[ july 2008 ]

[ datalicious.com.au ]

[ virtual shopfront ]

what if the corner store is not listed in Google?

[ july 2008 ] [ source: jerey cole, surveying the digital future ] [ datalicious.com.au ]

[ diusion of innova(ons ]

[ july 2008 ]

[ datalicious.com.au ]

[ blogsphere 2003 2006 ]

exponen(al growth

[ july 2008 ]

[ source: technora0]

[ datalicious.com.au ]

[ inuencer marke(ng ]

[ july 2008 ]

[ datalicious.com.au ]

[ music recommenda(ons ]

[ july 2008 ]

[ source: hitwise ]

[ datalicious.com.au ]

[ ickr.com ]

Iden(fy the inuencers and advocates

[ july 2008 ]

[ source: isobar, lococitato]

[ datalicious.com.au ]

[ inuencer marke(ng ]

[ july 2008 ]

[ source: wikipedia ]

[ datalicious.com.au ]

[ aida(s) ]
old media new media

awareness

interest

desire

ac0on

sa0sfac0on

social media

[ july 2008 ]

[ datalicious.com.au ]

[ power shiT to consumers ]

[ marketers losing control ]

[ communica(on ]
audiences

pla@orms

content

[ july 2008 ]

[ datalicious.com.au ]

[ recall scores collapse ]

% recall one day a\er adver0sing message

[ july 2008 ]

[ source: nad, nielsen ]

[ datalicious.com.au ]

Source: M&C Saatchi

[ july 2008 ] [ datalicious.com.au ]

[ hobbynomics ]
Consumers producing, contribu0ng, adding, sugges0ng for non-monetary reasons, leaving economists (and well-known brands) in shock. If only they would reap the benets from understanding that increasingly, contribu(ng cons(tutes status for crea0ve individuals

[ july 2008 ]

[ source: trendwatching ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ web 2.0 ]

what the ... ?

[ july 2008 ] [ datalicious.com.au ]

[ video: the machine is us/ing us ]

hMp://www.youtube.com/watch?v=NLlGopyXT_g

[ july 2008 ]

[ datalicious.com.au ]

[ age of the synthesisers ]

web 2.0
100% Consumers search for and nd content 10% Synthesisers nd, adapt, add to and share 1% Creators start groups, create and publish

[ july 2008 ]

[ source: isobar ]

[ datalicious.com.au ]

[ fat head vs. long tail ]

one2many
Volume

one2one
Varia(ons
[ july 2008 ] [ source: chris anderson ] [ datalicious.com.au ]

[ australia ]

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ virtually irreplaceable ]

[ july 2008 ]

[ source: jerey cole, surveying the digital future ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ viral branding ]

loss of control?

[ july 2008 ]

[ source: xtract ]

[ datalicious.com.au ]

[ trust online ]

[ july 2008 ]

[ source: jerey cole, surveying the digital future ]

[ datalicious.com.au ]

[ back to basics ]
service product support employees company experience brand search

promo(on

consumer

wom, blogs, emails, reviews, communi0es, social networks, photo sharing, video sharing
[ source: don schultz, northwestern university ] [ datalicious.com.au ]

[ july 2008 ]

[ july 2008 ]

[ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ control the experience ]

[ let experience speak for itself ]

[email protected] www.chris0anbartens.com

[ ques(ons ]

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[ case study ]
[ july 2008 ] [ datalicious.com.au ]

[ july 2008 ]

[ datalicious.com.au ]

[ case study ]
iPhone launch in Australia
Support the launch using new technology
Clearly outline promo0on objec0ves and execu0on Marke0ng: increase brand awareness Sales: drive online sales and retail store visits Service: retain and upgrade exis0ng customers

Decide what business unit KPIs to accommodate

Split into smaller groups according to you mobile phone provider (e.g. Telstra, Optus, Vodafone)
Maximum of 5 students per group
[ july 2008 ] [ datalicious.com.au ]

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[ useful links ]
[ july 2008 ] [ datalicious.com.au ]

[ newsleGers, blogs ]
hMp://www.emarketer.com/ hMp://www.techcrunch.com/ hMp://www.smartbrief.com/iab/ hMp://www.marke0ngvox.com/ hMp://www.imediaconnec0on.com/ hMp://www.trendwatching.com/ hMp://www.springwise.com/
[ july 2008 ] [ datalicious.com.au ]

[ newsleGers, blogs ]
hMp://www.lifehacker.com/ hMp://www.useit.com/alertbox/ hMp://weblogs.hitwise.com/ hMp://www.wired.com/ hMp://www.technora0.com/weblog/ hMp://del.icio.us/cbartens/ar0cles/

[ july 2008 ]

[ datalicious.com.au ]

[ trends, char(ng ]
hMp://www.hitwise.com.au/datacenter hMp://www.google.com/trends hMp://www.google.com/zeitgeist hMp://www.blogpulse.com/ hMp://www.alexa.com/ hMp://www.compete.com/ hMp://www.visualcomplexity.com/vc/
[ july 2008 ] [ datalicious.com.au ]

[ research, sta(s(cs ]
hMp://www.etcnewmedia.com/ hMp://www.internetworldstats.com/ hMp://www.doubleclick.com/ hMp://www.digitalcenter.org/ hMp://www.online-publishers.org/ hMp://www.clickz.com/ hMp://www.nngroup.com/
[ july 2008 ] [ datalicious.com.au ]

[ research, sta(s(cs ]
hMp://www.jupiterresearch.com/ hMp://www.pewinternet.org hMp://www.atlassolu0ons.com/ins0tute hMp://adlab.microso\.com/ hMp://searchmarke0ng.yahoo.com/ hMp://adwords.google.com/ hMp://www.googspy.com/
[ july 2008 ] [ datalicious.com.au ]

[ todays ar(cles ]
hMp://www.springwise.com/automo0ve/pricehub_used_cars_price_trans/ hMp://www.springwise.com/homes_housing/real_estate_30_update/ hMp://www.springwise.com/homes_housing/online_reality_check_for_renta/ hMp://www.springwise.com/entertainment/music_at_market_prices_update/ hMp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/ hMp://www.springwise.com/style_design/customermanufactured/ hMp://www.springwise.com/marke0ng_adver0sing/for_a_reward_crowds_name_new_p/ hMp://www.springwise.com/media_publishing/product_popularity_polls_ilike/ hMp://www.springwise.com/food_beverage/mixedtoorder_muesli/ hMp://www.springwise.com/food_beverage/social_pizza_ordering_with_a_s/ hMp://www.springwise.com/fashion_beauty/index.php?page=9 hMp://www.springwise.com/food_beverage/index.php?page=22 hMp://en.wikipedia.org/wiki/Inuencer_marke0ng hMp://www.readwriteweb.com/archives/zappos_twiMer.php hMp://brandautopsy.typepad.com/brandautopsy/2008/05/zappos-1000-o.html hMp://www.chris0ne.net/2008/02/zappos-shares-s.html hMp://en.wikipedia.org/wiki/Zappos.com
[ datalicious.com.au ]

[ july 2008 ]

data / insights / ac(on

datalicious

[ july 2008 ]

[ datalicious.com.au ]