Presentation Transcript

1. Moderne markedsföring- e-handel og sosiale medier

2. Intro Marketing E-handel Sosiale medier Q&A
3. Soccer club
4. BI Norwegian School of Management HSG HA/OHH HHL INSEAD NVH BI Drammen (+2xHH)
5. Day and night !!!
6. EHQ,CH
7. Yours ? youtube.com wikipedia.org plaxo.com/etc. facebook.com twitter.com My favorites google.com amazon.com ebay.com (finn.no) skype.com twitter!!! flickr.com – Chatroulette.com
8. Customer focus- CRM
9. Where we are going to live the rest of our lives
10. Wirtschaftswoche Megatrend Internet Megatrend nanotechnology Megatrend biotechnology Megatrend climate change Megatrend Asia Megatrend English Megatrend demography Megatrend urbanization Megatrend women Megatrend job world 7 Billion More than 3.5 in Cities!
11. World Population Growth, 1750–2150United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau. Source: United Nations World population in the future 2010: 7 bill. +
12. World Population Distribution by Region, 1800–2050Population Division, Briefing Packet, 1998 Revision of World Population Prospects. Source: United Nations. Will Europe become a „Museum“? World population per region
13. 2 out of 7 Billion
14. In general Generic departments of the company CEO AREA MARKETING FINANCE HUMAN RESOURCES LOGISTICS INFORMATION PRODUCTION
15. 2010 Marketing trends E- all over Turbo marketing (e-speed) Global marketing and networking (e-world) Total quality management and marketing (TQM) Relationship marketing (CRM) (eCRM) Multimedia marketing/electronic marketing(e-m/e-c/s-c) Branding (e-branding) / Bio/Eco and Viral Marketing
16. Marketing “Marketing is market-oriented leadership. That means that marketing contains, analyzes of all market needs, definition of the market, decision about the core business activities, product development, price and conditions, sales and advertising and distribution” Odd Gisholt
17. P. Kotler with O. Gisholt www
18. Source: P. Kotler Determinants of Customer Added Value Product value Service value Total customer value Personnel value Imagevalue Customer delivered value Monetary price ! Time cost Total customer cost Energy cost Psychic cost
19. Marketing is a boardroom-matter Marketing is a matter for the CEO Führungshaltung Unternehmerische Denkart Source: O. Gisholt ”Marketing is Marketoriented Leadership” !
20. Source: H. Weinhold / O. Gisholt Strategic marketing (Long term / corporate level) stollgiroflex Image / positioning Market share / Customer loyalty Customer needs Markets / segments Product categories Data warehousing / data mining
21. Source: I. Ansoff / O. Gisholt QUANTITY DIVERSIFICATION MARKET-DEVELOPMENT PRODUCT-DEVELOPMENT MARKET-PENETRATION TIME
22. Source: P. Kotler / O. Gisholt Tactical marketing (short-term) Product development (branding) (b) Price (conditions) (c) Promotion (p) (sales and advertising) Place (distribution) (d) Marketing-Mix
23. Source: P. Kotler Marketing mix Quality Features Options Style Brand name Sizes Services Warranties Returns Channels Coverage Locations Inventory Transport Place Product Target market Price Promotion List price Discounts Allowances Payment period Credit terms Advertising Personal selling
24. e- is in again
25. Source: Gartner Group Hype-Curve of e-commerce Forventningsnivå for IKT-produkter
26. In an e-world Hot 2010: Wi – FiWireless Fidelity RFIDRadio Frequency Identification Biometrics  Wimax  SkypeWorld Interoperability for Microwave Access iPad!
27. The e-home of the future Service needed
28. Metro is doing a great job on RFID
29. What about personal discretion ?
30. Multimedia „Combination of text, image/video, sound and animation in an interactive play.“ Odd Gisholt
31. MM – Multimedia Internet 3D! Telecommunication MM Data processing Home entertainment products TV, Photo, Music e-readers
32. New markets
33. One-to-one communication - worldwide
34. www.zeit.de
35. Source: Gisholt e-words e-commerce BtB business to business BtC business to consumer BtP business to public e-tailer net-izen/”citizen” auctions /ebay etc. search engines e-agent portal e-hub wap m/s-commerce etc. e-outs e-business
36. Asia is in front
37. E-speed Multimedia devices
38. What to do with the obsoletes ?
39. "Künstliche Wirklichkeit" Virtual Reality (VR)
40. You can do a lot in VR
41. Dagens- og fremtidens konferanse-system!
42. Dr. Robbie Google ?
43. DM Source: O. Gisholt Digital Market Management (DMM) CM: Customer Market OE: Own Enterprice SM: Supplier Market CRM: Customer Relationship Management SCM CRM Value ++ OE CM SM Transaction costs SCM Supply Chain Management EAN: European Article Numbering EDI: Electronic Data Interchange ECR: Efficient Consumer Response DW: Data Warehousing DM: Data Mining EAN/EDI ECR DW
44. Source: O. Gisholt E-hubs (e-h) and E-Agents (e-a) Supplier e-h e-a e-a Manufacturer Distributor e-a Wholesaler Reseller Customer
45. Search help e-agent
46. Flirt with the consumer Internet -en fantastisk informasjons- kanal, -men til tider en umulig salgs- kanal !
47. Branding on the web + Mentos Snickers Etc.
48. My favourite cnet.com
49. Perfect service fit amazon!
50. Kilde: SSB.no 52
51. e-handelsbedrifter jeg har merket meg i det norske markedet mpx.no – data, foto/video,spill/leker, etc. NetShop.no – underholdningselektronikk lefdal.com – digital bestilling - hent selv idedata.no – data, alt i mobilt retthjem.no - dagligvarer haugenbok.no - böker retthjem.no handelsbanken.no norwegian.no Komplett.no
52. Source: Forbes Global Best of the web - retailing 7thOnline.com www.7thonline.com E7thshoes.com www.e7th.com ForRetail.com www.forretail.com GemConnect.com www.gemconnect.com GlobalNetXchange.com www.globalnetxchange.com ?
53. But we must keep on going ! e-stoneage Tilbakemeldingen.no
54. Best on e-commerce ecommercetimes
55. Medieutviklingen 1960 - 2008 Kilde: Daglig oppslutning om avis, radio, fjernsyn, tekst-TV og Internett 1961-2008. http://www.tns-gallup.no/medier Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). 59
56. „The Social Media Starfish“ by Dave Evans
57. „Social Media isn‘t about the content itself: it is about the way in which consumers of content are connected and about the conversations that result“ „Touchpoint Map“ by Dave Evans
58. twitter.com
59. Source: Odd Gisholt Hype-Curve of Social Media Forventningsnivå for IKT-produkter 2000 2010 201x 20xx
60. Sosiale medier Daglig bruk av utvalgte medier - NRK 1 TV 62% - TV 2 58% NRK P1 Radio 37% VG Nett 36% Facebook 34% TNS Gallup Befolkning over 12/facebook 15 400 mill. ww! 2.2 mill.
61. Sosiale medier Det snakker vi mest om Jobb 68% Familie 53% Fritid 48% TV 38% Kultur 32% Du ock Jobbet Aftenposten Jobb!
62. Sosiale medier Det snakker vi minst om Sport 20% Avisartikler 18% Politikk 12% Bosted 9% Miljö 5% Du ock Jobbet Aftenposten Miljö!
63. Sosiale medier Reklameomsetning i 2009 – rangert etter omsetning i mill. NOK Dagspresse 5952 (-19,3%) TV 2798 (-11,5%) DM 2293 (-10,8% Internett 1718 (-8,1%) Fagpresse 538 (-9,2%) Norsk Mediestatistikk IRM/DN/Nio Total: 15616 (-14,9%) Internett venter + 5,8% for 2010
64. Sosiale medier Hva er viktigst for annonsörene ? - fremover Blogger 30% Facebook 29% You Tube 9% Twitter 8% Wikipedia 3% DN Pr-operatörene Blogger ?
65. chess.no
66. ! „If you want to have success... ... you have to be famous for something Burj Dubai, World’s highest building
67. Takk for meg!