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Strategy without tactics is the slowest route to victory.

Tactics without strategy is the noise before defeat.

A strategy is a long term

plan of action in order to

achieve a particular

outcome.

A tactic is a specific method or action that contributes to achieving a goal.

8 Keys to a business

model

1. Value Proposition“The brand promise”

Success

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• Brand Personality

• User Values

• Emotional Rewards

• Functional Benefits

• Product Features

Brand Pyramid

• Smart. Innovative. Honest.

• Efficient. Effective

• I feel smarter. My curiosity is satisfied

• I find stuff faster. It’s easy

• Fast, accurate

Brand Pyramid

Examples of Value propositions:

• Better prices

• Fast and attentive customer service

• Superior quality

• Easy to use / convenient

• Huge selection

• Customizable

• Community

2. Revenue Model

Types of Revenue Models

• Ad Revenue: AOL

• Subscription: Netflix

• Mixed Ad/Subscription: New York Times

• Sales- Retail: Amazon

• Transaction Fee: E*Trade

• Affiliate: Linkshare

3. Market Opportunity

4. Competitive Environment

What do they have in common?

When it comes to competitors

REMEMBER THE INFORMATION ECONOMY.

Who is competing with you on

CUSTOMER ATTENTION.

You might be surprised.

5. Competitive Advantage

5. Competitive Advantage

Types of competitive advantage:

• Cost leadership: Make it / sell it cheaper

• Differentiation: Unique value that customers will pay a premium for.

• Focus Strategy: Targeted, niche products or markets

FIRST MOVER ADVANTAGE?

6. Marketing Tactics

Search SEO/SEM Email

Comparison

Shopping Engines

Viral / ContentMarketin

g

Social Media / WOM

Affiliates

Media

7. Organizational Development

8. Management team

Internet Business Models

B2C B2B

C2C/C2B

Internet business models

P

PEOPLE

The 4 P’s of Marketing

Products

• Products can be digital (e.g. software)

• Technology aids with developing new products, whether digital or not

Price

• Easier access to comparative websites allows consumers to find lowest price

• Organisations need to differentiate themselves, but should not rely on price

Place(ment)

• Digital products can be digitally distributed (e.g. download MP3)

• Stores can be online (e.g. Amazon)

Promotion

• The Internet provides a wealth of promotional tools

• Advertising, personal sales, promotions, public relations and more can be conducted online

• Importantly: customers as promoters

What about “new” Ps?

Idris Mootee’s 4 New P’s

1. Personalization

Internet allows for Mass Customization

• Marketing

• Products

• Experience

Converse allows customers to create their own shoes.

Text

1. Personalization

2. Participation

• Social media and user generated content

• Consumers collaborate with companies to create products

• Rapid feedback loop

2. Participation

Doritos Participation

• Crash the SuperBowl - UGC Ads

• Viralocity: Name The Flavour

• SuggestionBox / Facebook Page

Ratings and Reviews

3. Predictive modeling

Peer-to-Peer• Most trusted is “someone like

me”

• Social networks encourage interactions

• Word of mouth can be more easily tracked

• Equip engaged users with tools to share and promote

ANATOMY OF A MARKETING CAMPAIGN

REACH > ENGAGE > CONVERT > SHARE

EMAIL

FACEBOOK PAGE

GOOGLE ADWORDS

BANNER ADVERTISING

ORGANIC SEARCH

LANDING PAGE

SOCIAL MEDIA

EMAIL

OFFLINE W.O.M.