The presentation discusses basic marketing concepts and theories in correlation with digital marketing.

1. [
marke(ng
technology
]
guest
lecture,
global
marke0ng
university
of
sydney
datalicious
®
data
/
insights
/
ac(on

2. web
analy0cs
marke0ng
customer
campaigns
databases
“Helping
companies
data
op/mize
their
marke/ng
strategy
insights
by
providing
ac/onable
insights
ac0on
based
on
solid
data
analysis.”
media
customer
plans
profiles
target
segments
[
july
2008
]
[
datalicious.com.au
]

3. web
analy0cs
marke0ng
customer
campaigns
databases
data
insights
ac0on
media
customer
plans
profiles
target
segments
[
july
2008
]
[
datalicious.com.au
]

4. [
july
2008
]
[
datalicious.com.au
]

5. [
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
]

6. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
marke(ng
theory
]
[
july
2008
]
[
datalicious.com.au
]

7. [
marke(ng
mix
]
product
price
mix
place
promo(on
[
july
2008
]
[
datalicious.com.au
]

8. [
price
transparency
]
[
july
2008
]
[
source:
springwise
]
[
datalicious.com.au
]

9. [
july
2008
]
[
datalicious.com.au
]

10. [
july
2008
]
[
datalicious.com.au
]

11. [
marke(ng
mix
]
product
price
mix
place
promo(on
[
july
2008
]
[
datalicious.com.au
]

12. [
crowd
sourcing
]
[
july
2008
]
[
source:
springwise
]
[
datalicious.com.au
]

13. [
july
2008
]
[
datalicious.com.au
]

14. [
video:
doritos
super
bowl
ad
]
hMp://www.youtube.com/watch?v=kNxgxF-­‐7SfA
[
july
2008
]
[
datalicious.com.au
]

15. [
marke(ng
mix
]
product
price
mix
place
promo(on
[
july
2008
]
[
datalicious.com.au
]

16. [
niche
markets
]
[
july
2008
]
[
source:
springwise
]
[
datalicious.com.au
]

17. [
july
2008
]
[
datalicious.com.au
]

18. [
july
2008
]
[
datalicious.com.au
]

19. [
marke(ng
mix
]
product
price
mix
place
promo(on
[
july
2008
]
[
datalicious.com.au
]

20. [
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
]

21. [
communica(on
]
audiences
pla@orms
content
[
july
2008
]
[
datalicious.com.au
]

22. [
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
]

23. [
online
oxygen
]
online
oxygen
=
digital
way
of
life
[
july
2008
]
[
datalicious.com.au
]

24. rewiring
brains
=
different
neural
pathways
[
july
2008
]
[
datalicious.com.au
]

25. quick
and
ruthless
=
reduced
aGen(on
spans
[
july
2008
]
[
datalicious.com.au
]

26. [
basic
human
needs
]
web
2.0
[
july
2008
]
[
source:
maslow
]
[
datalicious.com.au
]

27. [
internet
users
]
globally
Australia
[
july
2008
]
[
datalicious.com.au
]

28. [
technology
affects
marke(ng
]

29. [
technology
affects
us
]

30. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
break
]
[
july
2008
]
[
datalicious.com.au
]

31. [
communica(on
]
audiences
pla@orms
content
[
july
2008
]
[
datalicious.com.au
]

32. [
digital
universe
today
]
[
july
2008
]
[
source:
isobar
]
[
datalicious.com.au
]

33. [
digital
consump(on
]
50%
digital
by
2007
[
july
2008
]
[
source:
carat
]
[
datalicious.com.au
]

34. [
australia
]
[
july
2008
]
[
datalicious.com.au
]

35. [
got
game
]
[
july
2008
]
[
source:
aol,
esa
]
[
datalicious.com.au
]

36. [
media
spend
imbalance
]
[
july
2008
]
[
source:
jeffrey
cole,
surveying
the
digital
future
]
[
datalicious.com.au
]

37. [
australia
]
[
july
2008
]
[
datalicious.com.au
]

38. [
virtual
shopfront
]
what
if
the
corner
store
is
not
listed
in
Google?
[
july
2008
]
[
source:
jeffrey
cole,
surveying
the
digital
future
]
[
datalicious.com.au
]

39. [
diffusion
of
innova(ons
]
[
july
2008
]
[
datalicious.com.au
]

40. [
blogsphere
2003
–
2006
]
exponen(al
growth
[
july
2008
]
[
source:
technora0]
[
datalicious.com.au
]

41. [
influencer
marke(ng
]
[
july
2008
]
[
datalicious.com.au
]

42. [
music
recommenda(ons
]
[
july
2008
]
[
source:
hitwise
]
[
datalicious.com.au
]

43. [
flickr.com
]
Iden(fy
the
influencers
and
advocates
[
july
2008
]
[
source:
isobar,
lococitato]
[
datalicious.com.au
]

44. [
influencer
marke(ng
]
[
july
2008
]
[
source:
wikipedia
]
[
datalicious.com.au
]

45. [
aida(s)
]
old
media
new
media
awareness
interest
desire
ac0on
sa0sfac0on
social
media
[
july
2008
]
[
datalicious.com.au
]

46. [
power
shiT
to
consumers
]

47. [
marketers
losing
control
]

48. [
communica(on
]
audiences
pla@orms
content
[
july
2008
]
[
datalicious.com.au
]

49. [
recall
scores
collapse
]
%
recall
one
day
aer
adver0sing
message
[
july
2008
]
[
source:
nad,
nielsen
]
[
datalicious.com.au
]

50. Source:
M&C
Saatchi
[
july
2008
]
[
datalicious.com.au
]

51. [
hobbynomics
]
Consumers
producing,
contribu0ng,
adding,
sugges0ng
for
non-­‐monetary
reasons,
leaving
economists
(and
well-­‐known
brands)
in
shock.
If
only
they
would
reap
the
benefits
from
understanding
that
increasingly,
contribu(ng
cons(tutes
status
for
crea0ve
individuals
[
july
2008
]
[
source:
trendwatching
]
[
datalicious.com.au
]

52. [
july
2008
]
[
datalicious.com.au
]

53. [
web
2.0
]
what
the
...
?
[
july
2008
]
[
datalicious.com.au
]

54. [
video:
the
machine
is
us/ing
us
]
hMp://www.youtube.com/watch?v=NLlGopyXT_g
[
july
2008
]
[
datalicious.com.au
]

55. [
age
of
the
synthesisers
]
web
2.0
100%
10%
1%
Consumers
Synthesisers
Creators
search
for
find,
adapt,
start
groups,
and
find
add
to
and
create
and
content
share
publish
[
july
2008
]
[
source:
isobar
]
[
datalicious.com.au
]

56. [
fat
head
vs.
long
tail
]
one2many
Volume
one2one
Varia(ons
[
july
2008
]
[
source:
chris
anderson
]
[
datalicious.com.au
]

57. [
australia
]
[
july
2008
]
[
datalicious.com.au
]

58. [
july
2008
]
[
datalicious.com.au
]

59. [
july
2008
]
[
datalicious.com.au
]

60. [
virtually
irreplaceable
]
[
july
2008
]
[
source:
jeffrey
cole,
surveying
the
digital
future
]
[
datalicious.com.au
]

61. [
july
2008
]
[
datalicious.com.au
]

62. [
viral
branding
]
loss
of
control?
[
july
2008
]
[
source:
xtract
]
[
datalicious.com.au
]

63. [
trust
online
]
[
july
2008
]
[
source:
jeffrey
cole,
surveying
the
digital
future
]
[
datalicious.com.au
]

64. [
back
to
basics
]
service
search
product
support
employees
company
promo(on
consumer
experience
brand
wom,
blogs,
emails,
reviews,
communi0es,
social
networks,
photo
sharing,
video
sharing
[
july
2008
]
[
source:
don
schultz,
northwestern
university
]
[
datalicious.com.au
]

65. [
july
2008
]
[
datalicious.com.au
]

66. [
july
2008
]
[
datalicious.com.au
]

67. [
control
the
experience
]

68. [
let
experience
speak
for
itself
]

69. ?[
ques(ons
]
cbartens@datalicious.com.au
www.chris0anbartens.com

70. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
case
study
]
[
july
2008
]
[
datalicious.com.au
]

71. [
july
2008
]
[
datalicious.com.au
]

72. [
case
study
]
§ iPhone
launch
in
Australia
– Support
the
launch
using
new
technology
§ Clearly
outline
promo0on
objec0ves
and
execu0on
– Decide
what
business
unit
KPIs
to
accommodate
§ Marke0ng:
increase
brand
awareness
§ Sales:
drive
online
sales
and
retail
store
visits
§ Service:
retain
and
upgrade
exis0ng
customers
§ 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
]

73. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
useful
links
]
[
july
2008
]
[
datalicious.com.au
]

74. [
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
]

75. [
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
]

76. [
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
]

77. [
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
]

78. [
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
]

79. [
today’s
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/Influencer_marke0ng
§ hMp://www.readwriteweb.com/archives/zappos_twiMer.php
§ hMp://brandautopsy.typepad.com/brandautopsy/2008/05/zappos-­‐1000-­‐off.html
§ hMp://www.chris0ne.net/2008/02/zappos-­‐shares-­‐s.html
§ hMp://en.wikipedia.org/wiki/Zappos.com
[
july
2008
]
[
datalicious.com.au
]

80. datalicious
®
data
/
insights
/
ac(on
[
july
2008
]
[
datalicious.com.au
]