Phil Osborne from marketing shares his views on marketing, Web 2.0, and social media.

1. COMP113
Web 2.0 and Online Communities
introduction to marketing for
web 2.0 projects
Phil Osborne
2010

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10. what is marketing?
as old as business itself
misunderstood
marketers reputation as bad as
politicians, lawyers, used car
salesman
marketing as selling
most people perceive marketing as
promotion
advertisements, sales promotions
convincing people to consume / purchase
things they don’t need
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11. beyond selling things
marketer as agent for the firm
marketer as agent for the customer
good marketing decreases the need for promotion
customers as advocates
word of mouth and word of mouse
ultimate aim is to understand the market (particularly
customers) and align the companies efforts
the right product, at the right place, at the right
time, at the right price
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12. Competing on price is a race to the
bottom!
Do you have a price advantage?
Better than China or Walmart?
Price is a barrier to entry
Might reduce the probability that users will ‘try’ your offering
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13. http://www.youtube.com/watch?v=_peESe2Aa-Y
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14. real marketing attempts to
know and understand the customer so well
that that market offering fits him/her/them
and sells itself
though the marketer will have to let the customer
know it is available
create enough value so both the customer
and organisation are satisfied
it should result in a customer who is ready
to interact (again and again)
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15. value
generally represented by money in
exchange
can be non economic in both benefit
and cost calculation
customer benefits can include emotional, status
costs can include time, convenience
subjective
determined by the user…
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16. What is the value of this?
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17. Wii FM
Everybody's favourite
radio station
What’s In It For Me…
How does the social
network create
opportunities for the
user…
Why should I participate
The lurker dilemma
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18. implications
you (producer) cannot produce value
only value propositions
requires users!
co-creation
you won’t know what they value!
flexible, adaptable, customisable
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19. http://tiny.cc/tcpbw
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21. one size fits no one
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23. marketing can help…
the STP process
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24. segmentation, targeting and
positioning
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25. Same ‘product’
different customers
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26. segments
there are a number of different ways to
identify the composition of a market using
geographic, demographic, psychographic and
behaviouristic variables
in practice, a marketer will use as many
segmentation variables as possible to get a
clear description of the segment
describing segments of a market lets us
profile who the typical customer in that
segment will be
this ‘picture’ is used to determine which
segments within the market we will target
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(based on your value proposition _ what do you have that they
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27. targeting
evaluate the
attractiveness of
segments
AND
make a choice which
segments to serve
target markets are
those segments of a
market at which we will
direct marketing
activity
developing a marketing
mix that will appeal to
that segment
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28. positioning
positioning aims to shape the way
consumer’s perceive the offer by
creating a distinct image of the
product in the consumer’s mind
positioning works to determine a
product’s position in relation to
competing products and has the effect
of influencing people’s opinions as it
recognises that consumers set a
product’s position based on their
understanding of it
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29. choosing a positioning
strategy
product’s position - the way the
product is defined by consumers on
important attributes
the place the product occupies in
consumers’ minds relative to competing
products
marketers must:
plan positions to give their offerings the
greatest advantage in selected target
markets
design marketing mixes to create these
planned positions
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30. so…
you will be expected to understand ‘the
market’ and justify your decisions…
by investors (venture capitalists, bankers etc)
by employers
KNOWING THIS STUFF GIVES YOU A COMPETITIVE
ADVANTAGE
market information makes it easier to make
decisions…
marketing can’t be considered an
afterthought
retro-fitting anything makes it harder
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31. Information Sources
Primary Research
Secondary Data
Internal Data
Asking your customers
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32. Questions to Ask
How much is the information worth?
How accurate is the information?
How are you going to use the
information?
When (and how often) will you collect
the information?
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33. inspiration?
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36. books
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