welcome in web 3.0 marketing
THE WORLDS IS FLAT – Thomas L. Friedman
marketing chronicle
Before 21st century(till the end 1990’s) ↗ Selling concept ↗ Product orientation
marketing chronicle
Fenomena: ↗ Digital marketing ↗ Green marketing ↗ Marketing with meaning
After 1990’s ↗ Marketing as a whole new concept ↗ Customer orientation
↗ Zero economy phenomena ↗ Online survey methodology ↗ engage customer in social media ↗ Online shopper ↗ Ad campaign ↗ Rich media ↗ Ad serving
Internet Uses ↘ Most common products researched online and bought
offline: Cars, computers, travel, electronics, books appliances, music, sporting goods and clothing.
Internet Uses
↘ 25% of all business-business purchases are done online
↘ 54% of email users have responded to e-mail advertisements (2004)
↘ Internet retail is 2.5% of all retail sales
Impact of Internet on Marketing
The following 3 functions can cost up to 30% of COGS, expectations are that these costs can be reduced to 10-20% via e-commerce.
↘ Sales ↘ Marketing ↘ Distribution Systems
Impact of Internet on Marketing
operating costs can be substantially lowered, the business must have:
↘ Infrastructure (perhaps vested technology as a fixed cost or leased as an added operating expense (can void net gain))
↘ Focus and design of company (bricks and mortar vs. virtual?)
Design of Website must be conducive to the IMC plan and established to the benefits of the target audience:
Trend: Benefit keys:
↘ Muncul berbagai keinginan orang untuk, berbagi ide, kreativitas
↘ Tersegmentasinya masyarakat dalam menggunakan teknologi dan internet
↘ Social media
↘ facebook, Linkedln ,My space—merubah paradigma periklanan
↘ Youtube, scribd, flickr-----harapan membangun awareness
↘ Squidoo, blog, wikipedia----User generated content
↘ Digg, delicious, stumbleupon(book marking)---memungkinkan pengguna utk mengorganisasikan web pengalaman
Problem1
Tren yang tidak akan pernah berubah adalah: Orang-orang akan terus mendapat kesibukan dan memiliki sedikit waktu untuk interaksi
Bagaimana bisa mentarget dalam kondisi lalu lintas yang padat?
Problem2:
Web 2.0 menciptakan cara2 baru/metode baru dlm interaksi Tapi kemudian tujuan ini akan menurunkan sentuhan manusiawi Ex: wikipedia
Menurunnya sentuhan manusiawi dalam berinteraksi
Problem3
Facebook, my space, flickr,----Sebagianbesar orang kini telah menjadi pribadi secara alami sehingga privasi akan menurun dengan cepat
Keterbukaan web 2.0 menjadi keterbatasan yg mencolok
Marketing web 3.0
Merupakan konvergensi dari teknologi baru dan perubahan cepat pola pembelian konsumen
Ditandai dg 5 komponen: 1. Micro blogging----kemampuan utk berbagi pemikiran dg
seperangkat kareakter yg singk---twitter, jaiku, plurk 2. Kelahiran dunia realitas virtual—interasi dalam settingan 3D---
rapat digantikan dg virtual realty show—second life, funsite 3. Kustomisasi---memungkinkan pengunjung membuat
pengalaman yg lebih personmal 4. mobile device 5. Collaboration on demand
SITUATION
ANALYSIS
MARKETING
STRATEGY
MARKETING
MIX DECISION
Implementation
& Control
Thank You ©2010. Ekhard
Presented on National Youth Interaction Forum @ Li Zhen Dao, UMC
About Me
The young protégé, Marketer & Business Scholar www.ekak-hardianto.com