Can we say that social media were the drivers of a second ICT revolution? Apparently so. In this presentation I try to show that there are many lessons that we can draw from previous disruptive changes in the industry, but that companies need to be outliers and define new business models and new business processes to leverage the advantaged offered them by new social medias. Various Italian and American cases are cited, as well as research in the field. Useful for your intro class on internet marketing.
9. A Good Reading for the 1st Revolution
– Analog Economics Still Apply -
Shapiro, Carl, and Hal R. Varian. Information rules:
a strategic guide to the network economy. Harvard Business Press, 1998.
10. Another lesson for the 1st Revolution
– IT is an enabling technology -
Carr, Nicholas G. Does IT matter?: information technology and the corrosion of
competitive advantage. Harvard Business Press, 2004.
20. Neo Tribalism
Consumption & Individualism + Use value
type of value Tribalism + Linking value
Consumption Individualism
behaviour
Neo-tribalism
1950s XXIst Century
View Modernity Post-modernity
Cova, B. (1995) Community and consumption. Towards a definition of the “linking value”
of product or services. European Journal of Marketing 31 (34): 297-316
25. Towards a New Marketing Mix
Web Experience
“ The Web Experience is the consumer’s
impression about the online company”
(Constantinides, p. 60)
S S
SCOPE SYNERGY
Traditional Marketing Mix
(Borden, 1964)
Operational VS Strategic Tool
The Web Marketing Mix Model
3 levels:
S S
Strategic
SITE SYSTEM
Operational
Organisational
+
Other issues
E. Constantinides (2002), The 4S Web-Marketing Mix Model,
Electronic Commerce Research and Applications, Vol. 1, pp. 57-76