Marketing Online Max Ramaciotti

Lezione 1

- 13 - Max Ramaciotti

Timing ExcelLesson 1Introduction, scope, key concepts

Me


Me

Me online


Maxrama

You


You

You: sharing info


YOU

Where are you from?

What you want to became?

What do you think about WEB & FASHION

You

The Course


The Course

The Course: HOW


The Course - HOW

HOW

Understand Theory

Discover Best practice

Discuss results

ElaborateIdeas

Content selected by me

Your discovery

My selection

Your research

Your Virtual company

The Course: WHAT


The Course - WHAT

WHAT

The Analysis

Define the Goals

The Web Site

Social networksHow promotion and ADV change

Writing Online

Ecommerce

How to brief a supplier

The Course: Digital Ecosystem


The Course: Digital Ecosystem

ABOUT THE DIGITAL ECOSYSTEMAs in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous.

A "digital ecosystem" has been developing around us, going far beyond the desktop and quickly spreading through every type of device available.

"An ecosystem is a system whose members benefit from each other's participation via symbiotic relationships (positive sum relationships)." as for the digital ecosystem, it is a "digital environment" populated by "digital species" which can be software components, applications, online services, information, business models, etc.

As in the natural world, there are several ecosystems which have some species in common, others which are similar having followed a process of adaptation to local conditions, and others which are endogenous. Now in the digital ecosystem, you will be able to see the new digital species that are emerging and which will help cleanse the ecosystem, bringing back the power to the user.

The Course: Digital ecosystem (online)


The Course - WHAT

http://blog.dtdigital.com.au/insight/post/the-first-steps-in-making-your-business-social-online_25/



The Course: Digital ecosystem


The Course - WHAT

http://en.wikipedia.org/wiki/Digital_ecosystem

http://en.wikipedia.org/wiki/Digital_ecosystem

Digital Ecosystems Definitions


The Course - WHAT

Digital Business Ecosystems (DBEs) defined

The DBE website defines a DBE as the enabling technologies and the paradigms supporting Regional Growth and Innovation in Business Ecosystems mainly composed by SMEs.

It goes on to elaborate that….

A natural life ecosystem is defined as a biological community of interacting organisms plus their physical environment. In the same way, a business ecosystem is "the network of buyers, suppliers and makers of related products or services” plus the socio-economic environment, including the institutional and regulatory framework.

A digital ecosystem is a self-organising digital infrastructure aimed at creating a digital environment for networked organisations that supports the cooperation, the knowledge sharing, the development of open and adaptive technologies and evolutionary business models.

The digital ecosystem approach transposes the concepts to the digital world, reproducing the desiderable mechanisms of natural ecosystems. As several interacting natural ecosystems exist, several digital ecosystems exists due to differentiation and the development of endemic product and services tailored to specific local needs.

A digital ecosystem results from the combination of :1) the free digital ecosystem knowledge- and service-oriented infrastructure, as a public common resource ; 2) the digital components, services and the formalised knowledge which "populate" such infrastructure .

A digital ecosystem means to be the ICT-enabling technology for business ecosystems based on the dynamic and amorphous interaction among a multiplicity of small organisations.

Business Ecosystem + Digital Ecosystem = ( Innovation Ecosystems or Digital Business Ecosystem )

A Digital Business Ecosytem or Innovation Ecosystem results from the structurally coupled and co-evolving digital ecosystem and business ecosystem. A network of digital ecosystems, will offer opportunities of participation in the global economy to SMEs and to less developed or remote areas. These new forms of dynamic business interactions and global co-operation among organisations and business communities, enabled by digital ecosystem technologies, are deemed to foster local economic growth. This will preserve local knowledge, culture and identity and contribute to overcome the digital divide.

Download the DBE book (240 pages)Check the Table of Contents

Download Full Book (low res 5.56MB)

Download Full Book (high res 85MB)

http://www.digital-ecosystems.org/book/2006-4156_PROOF-DCS.pdf

http://www.digital-ecosystems.org/

http://www.digital-ecosystems.org/book/de-book2007.html

http://bookshop.europa.eu/eubookshop/FileCache/PUBPDF/KK7606475ENC/KK7606475ENC_002.pdf

The Course: WHY


The Course - WHY

WHYDevelop skills

Orientation

Analysis

Evaluation Strategy design

Engagement

Brief

Marketing & Marketing Online


1. Segmentation,

2. Targeting,

3. Positioning,

4. Differentiation,

5. Marketing-Mix (Product, Price, Place, Promotion),

6. Selling,

7. Brand,

8. Service,

9. Process

Traditional Marketing

1. Communitization,

2. Confirming,

3. Clarifying,

4. Coding,

5. Crowd-Combo (Co-Creation, Currency, Communal Activation,

Conversation),

6. Commercialization,

7. Character,

8. Caring,

9. Collaboration

New Wave Marketing

http://www.bobmarketing.com/new-wave-marketing/

http://www.bobmarketing.com/new-wave-marketing/

Your Company


Your Company

Your company


Your Company

Goal

Apply theory

Select best practice

Produce ideas

To do

Create a group

Define Company Highligts

Define company goal

Your Company

Your Company


Your Company: Higligts

1. Define the segment

Haute couture

The luxury segment

Affordable luxury

Mainstream brands

Discount brands

is the most expensive and exclusive of all four segments. It is occupied by only a handful of companies that produce custom-made clothing for the world's wealthiest individuals.

is a step down in terms of quality and price, but still serves a wealthy clientele.

targets "aspirational" consumers, those who are not rich enough to afford luxury brands but will accept lower-priced alternatives.

The goal is mass appeal; they sacrifice an air of exclusivity for popularity.

cater to low-income consumers.

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http://www.wikinvest.com/industry/Fashion

Haute Couture:Synonymous with “high fashion,” haute couture is a derivative of the French term “high sewing.” In France, the label “haute couture” is a protected designation. Designers, who attain this elusive and oft coveted title, produce custom-made clothing for the worldʼs most influential and wealthiest.

Luxury:Pret-a-Porter or “Ready to Wear” is one-step down from Haute Couture relative to price and exclusivity, but still serves a discerning and well to do client.

Contemporary:This fashion forward segment presents mid-priced fashions both fashion forward and quality driven. Oftentimes, these designers interpret fashions from the couture houses, making these fashions readily accessible.

Fast Fashion:Quickly produced product in a cost efficient manner, delivering “high fashion looking” garments, at the lowest price possible. Relates to the manner of which items from the runway manufactured predominantly overseas with an extremely efficient turnaround.

Discount:Usually looked at loss leaders, have quickly adapted to the fast fashion concepts leveraging their consumerʼs buying power and reputation to fashion exclusive designer collections.

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http://thecurvyfashionista.mariedenee.com/2009/12/understanding-the-new-segments-within-plus-size-fashion/


http://www.wikinvest.com/industry/Fashion



Your Company



2. Define the offer

Offer

Products

Services

Markets

Your Company



3. Define the goals

Goals Introduce ecommerceRelaunch the brand

InternationalisationLaunch a new line for young

Brand extension in another industry

Principles


Some principles

Cluetrain manifesto


the cluetrain manifesto

The Cluetrain Manifesto - 1999

Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.

These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

http://cluetrain.com/

Web 2.0


In the opening talk of the first Web 2.0 conference (October 2004), O'Reilly and John Battelle summarized what they saw as the themes of Web 2.0. They argued that the web had become a platform, with software above the level of a single device, leveraging the power of the "Long Tail", and with data as a driving force. According to O'Reilly and Battelle, an architecture of participation where users can contribute website content creates network effects.

http://oreilly.com/web2/archive/what-is-web-20.html

http://oreilly.com/web2/archive/what-is-web-20.html

Il contenuto


How Web Content changes

Five Mutable Laws


The Five Mutable Laws of Web Marketing

The Law of the Dead End StreetThe first law goes like this: Setting up a website is like building a storefront on a dead-end street. If you want any shoppers, you must give them a reason to come.

The Law of Giving and SellingAn important element of Web culture is "free stuff." The Law of Giving and Selling says: Attract visitors to your site by giving away something free, and then try to sell something additional to those who visit.

The Law of TrustAssuming your products or services are priced competitively and are of good quality, your most significant sales barrier is trust. Trust is the essential lubricant of Web business; without trust, business grinds to a halt.

The Law of Pull and PushThe Fourth Mutable Law of Web marketing is: Pull people to your site by your attractive content, then push quality information to them regularly via e-mail.

The Law of the NicheThe Law of the Niche is last but not least. Let me state it this way: Big businesses like Amazon.com and Wal-Mart have the money and clout to "own" whole segments of the marketplace. Small businesses succeed by finding niches that are either unfilled or only partially filled, and filling them with excellence.

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The Five Mutable Laws of Web Marketing, by Dr. Ralph F. Wilson

http://www.wilsonweb.com/wmta/basic-principles.htm

15 Princicples


15 Principles of Internet Marketing | Internet Marketing Strategy:

Conversation Marketing

15 Principles of Internet Marketing, Conversation Marketing

No one's lives depend on what we do.But people's livelihoods do. So take your work seriously, and take pride in it.75% of your audience uses a search engine to find you. Get used to it. All the banners and 'viral' marketing on earth won't come close to results produced by a top 5 ranking for a relevant phrase.But, a broad base is better. Don't rely on just one marketing vehicle. Build a complete internet marketing strategy that includes, at a minimum, paid search, organic search, e-mail and online PR.Never underestimate the power of an angry customer.Never underestimate the power of a happy customer.Pretty is great. Easy is better.You're not the customer.Karma exists. Treat customers and prospective customers with respect, and they'll reciprocate. Spam them, annoy them, and lie to them, and they'll retaliate.Risk is necessary.Risk without measurement is suicide. Analytics are a must.IT is not marketing. Don't make them run the web site. It's not fair to anyone.A web site does not equal an internet marketing strategy.Plan, but adapt. Don't be stubborn. Listen to what your customers tell you in their response.All marketing has a message. What's yours?

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http://www.conversationmarketing.com/2008/02/10_principles_of_internet_mark.htm



@Home


@ Home

Untitled


@homeLesson 1

TaskDefine details of Your Company

DeliverableYour expectation on the course

Your companyShall contain:

A company name

Segment

Offer

Goals

A presentation that will be done in class

your expectationbulletted list

Your Homework

Marketing Online Max Ramaciotti

Business

Transcript of Marketing Online Max Ramaciotti