Service Marketing in the Digital Age
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Transcript of Service Marketing in the Digital Age
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[ service marke,ng ] Service marke+ng in the digital age
and the importance of data
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web analy+cs
customer databases
customer profiles
target segments
media plans
marke+ng campaigns
data insights ac+on
“Helping companies op/mize their marke/ng strategy by providing ac/onable insights based on solid data analysis.”
[ august 2008 ] [ datalicious.com ]
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web analy+cs
customer databases
customer profiles
target segments
media plans
marke+ng campaigns
data insights ac+on
[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
perishable marke,ng
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ datalicious.com ] [ august 2008 ]
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[ datalicious.com ] [ august 2008 ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ the right mix ]
[ august 2008 ] [ datalicious.com ]
mix
place
product
price
people process
physical evidence
promo,on
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[ aida(s) ]
[ august 2008 ] [ datalicious.com ]
awareness interest desire ac+on sa+sfac+on
old media
social media
new media
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
break yay!
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[ promo,on ]
[ august 2008 ] [ datalicious.com ]
audiences
content pla>orms
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[ august 2008 ] [ datalicious.com ]
[ online oxygen ]
online oxygen = digital way of life
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[ august 2008 ] [ datalicious.com ]
rewiring brains = different neural pathways
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[ august 2008 ] [ datalicious.com ]
quick and ruthless = reduced aCen,on spans
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[ basic human needs ]
web 2.0
[ august 2008 ] [ datalicious.com ] [ source: maslow ]
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[ flickr.com ]
[ august 2008 ] [ datalicious.com ]
Iden,fy the influencers and advocates
[ source: isobar, lococitato]
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[ promo,on ]
[ august 2008 ] [ datalicious.com ]
audiences
content pla>orms
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[ digital media ]
[ august 2008 ] [ datalicious.com ]
> 50% digital by 2008
[ source: carat ]
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[ australia ]
[ august 2008 ] [ datalicious.com ]
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[ digital universe today ]
[ august 2008 ] [ datalicious.com ] [ source: isobar ]
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[ virtual shopfront ]
[ august 2008 ] [ datalicious.com ]
what if your store is not listed in Google?
[ source: jeffrey cole, surveying the digital future ]
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[ promo,on ]
[ august 2008 ] [ datalicious.com ]
audiences
content pla>orms
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[ recall scores collapse ]
[ august 2008 ] [ datalicious.com ]
% recall one day aFer adver+sing message
[ source: nad, nielsen ]
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[ unpopular ads ]
[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ broadband video ]
[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ datalicious.com ]
[ viral branding ]
[ august 2008 ]
loss of control?
[ source: xtract ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ social australia ]
[ august 2008 ] [ datalicious.com ]
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100% Consumers search for and find content
10% Synthesisers find, adapt, add to and
share
[ age of synthesisers ]
1% Creators
start groups, create and publish
[ august 2008 ] [ datalicious.com ]
web 2.0
[ source: isobar ]
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[ august 2008 ] [ datalicious.com ]
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[ datalicious.com ]
[ fat head vs. long tail ] Vo
lume
Varia,ons
[ august 2008 ]
one2many
one2one
[ source: chris anderson ]
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[ blogsphere 2003 – 2006 ]
[ august 2008 ] [ datalicious.com ]
exponen,al growth
[ source: technora+]
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[ back to basics ]
company consumer
search
wom, blogs, emails, reviews, communi+es, social networks, photo sharing, video sharing
[ august 2008 ] [ datalicious.com ]
promo,on
service (7Ps) product (5Ps)
experience brand
[ source: don schultz, northwestern university ]
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[ new marketplace ]
[ august 2008 ] [ datalicious.com ]
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[ datalicious.com ] [ august 2008 ]
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[ august 2008 ] [ datalicious.com ]
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[ case study ]
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]
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[ datalicious.com ] [ august 2008 ]
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[ case study ] § The 7Ps of service marke+ng
– Simpsons of PoPs Point Hotel example § Most popular hotel for Sydney on TripAdvisor.com § High organic Google ranking for “PoPs Point Hotel” § Actual hotel website rather average and outdated
§ Group task – Split into groups
§ Maximum of 5 students in each group § Maximum of 2 students presen+ng results
– Present the 7Ps of service marke+ng § Use the above hotel as the key example for each P § Show the hotel’s strength and weaknesses for each P § Suggest improvements for the hotel’s weaknesses
[ august 2008 ] [ datalicious.com ]
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[ useful links ]
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
[ august 2008 ] [ datalicious.com ]
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[ newsleCers, blogs ]
§ hPp://www.emarketer.com/ § hPp://www.techcrunch.com/ § hPp://www.smartbrief.com/iab/ § hPp://www.marke+ngvox.com/ § hPp://www.imediaconnec+on.com/ § hPp://www.trendwatching.com/ § hPp://www.springwise.com/
[ august 2008 ] [ datalicious.com ]
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[ newsleCers, blogs ]
§ hPp://www.lifehacker.com/ § hPp://www.useit.com/alertbox/ § hPp://weblogs.hitwise.com/ § hPp://www.wired.com/ § hPp://www.technora+.com/weblog/ § hPp://del.icio.us/cbartens/ar+cles/
[ august 2008 ] [ datalicious.com ]
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[ datalicious.com ]
[ trends, char,ng ]
§ hPp://www.hitwise.com.au/datacenter § hPp://www.google.com/trends § hPp://www.google.com/zeitgeist § hPp://www.blogpulse.com/ § hPp://www.alexa.com/ § hPp://www.compete.com/ § hPp://www.visualcomplexity.com/vc/
[ august 2008 ]
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[ research, sta,s,cs ]
§ hPp://www.etcnewmedia.com/ § hPp://www.internetworldstats.com/ § hPp://www.doubleclick.com/ § hPp://www.digitalcenter.org/ § hPp://www.online-‐publishers.org/ § hPp://www.clickz.com/ § hPp://www.nngroup.com/
[ august 2008 ] [ datalicious.com ]
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[ research, sta,s,cs ]
§ hPp://www.jupiterresearch.com/ § hPp://www.pewinternet.org § hPp://www.atlassolu+ons.com/ins+tute § hPp://adlab.microsoF.com/ § hPp://searchmarke+ng.yahoo.com/ § hPp://adwords.google.com/ § hPp://www.googspy.com/
[ august 2008 ] [ datalicious.com ]
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[ today’s ar,cles ] § hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/ § hPp://www.springwise.com/tourism_travel/effortless_online_travel_organ/ § hPp://www.springwise.com/tourism_travel/facilita+ng_cab_shares_to_the/ § hPp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/ § hPp://www.springwise.com/marke+ng_adver+sing/for_a_reward_crowds_name_new_p/ § hPp://www.springwise.com/style_design/customermanufactured/ § hPp://www.springwise.com/automo+ve/pricehub_used_cars_price_trans/ § hPp://www.springwise.com/homes_housing/real_estate_30_update/ § hPp://www.springwise.com/entertainment/music_at_market_prices_update/ § hPp://www.springwise.com/life_hacks/transparency_tyranny_hits_the/ § hPp://www.springwise.com/media_publishing/usergenerated_video_for_the_co/ § hPp://www.springwise.com/tourism_travel/hotel_search_video_completes_t/ § hPp://www.springwise.com/media_publishing/product_popularity_polls_ilike/ § hPp://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/ § hPp://en.wikipedia.org/wiki/Zappos.com § hPp://en.wikipedia.org/wiki/Crowdsourcing § hPp://en.wikipedia.org/wiki/User-‐generated_content § hPp://en.wikipedia.org/wiki/Social_media § hPp://en.wikipedia.org/wiki/Social_marke+ng § hPp://en.wikipedia.org/wiki/Influencer_marke+ng § hPp://www.trendwatching.com/trends/transparency.htm § hPp://www.trendwatching.com/trends/customer-‐made.htm
[ august 2008 ] [ datalicious.com ]
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[ august 2008 ] [ datalicious.com ]