moderne markedsföring - e-handel og sosiale medier

Dr. oecon Odd Gisholt

- 1 -BI Drammen 2010

Moderne markedsföring


- e-handel og sosiale medier




-Intro

-Marketing

-E-handel

-Sosiale medier

-Q&A



Moderne markedsföring Soccer club



Moderne markedsföring BI Norwegian School of Management

-HSG-HA/OHH

- HHL- INSEAD

- NVH- BI

-Drammen-(+2xHH)



Moderne markedsföring Day and night

!!!




EHQ,CH




My favorites

• google.com

• amazon.com

• ebay.com (finn.no)

• skype.com

• youtube.com

• wikipedia.org

• plaxo.com/etc.

• facebook.com

• twitter.com

Yours ?

twitter!!!

flickr.com – Chatroulette.com



Moderne markedsföring Where we are going to live the rest of our lives




1. Megatrend Internet2. Megatrend nanotechnology3. Megatrend biotechnology4. Megatrend climate change5. Megatrend Asia6. Megatrend English7. Megatrend demography8. Megatrend urbanization9. Megatrend women10. Megatrend job world

Wirtschaftswoche

7 BillionMore than 3.5

in Cities!




World population in the future

World Population Growth, 1750–2150

United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau.

Source: United Nations

2010: 7 bill. +




World population per regionWorld Population Distribution by Region, 1800–2050

Population Division, Briefing Packet, 1998 Revision of World Population Prospects.

Source: United Nations. Will Europe become a „Museum“?



Moderne markedsföring 2 out of 7 Billion




CEO AREA

FINANCE MARKETING

HUMAN RESOURCES

INFORMATION LOGISTICS

PRODUCTION

Generic departments of the companyIn general




Marketing trends• 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

2010

E-all over




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



Moderne markedsföring P. Kotler with O. Gisholt

www



Moderne markedsföring Source: P. Kotler

Product value

Service value

Personnel value

Image value

Monetary price

Time cost

Energy cost

Psychic cost

Total customer value

Total customer cost

Customer delivered value

Determinants of Customer Added Value

!




Strategic marketing(Long term / corporate level)

Image / positioning

Market share /Customer loyalty

Customer needs

Markets / segmentsProduct categories Data warehousing / data mining

Source: H. Weinhold / O. Gisholt




QUANTITY

TIME

MARKET-PENETRATION

PRODUCT-DEVELOPMENT

MARKET-DEVELOPMENT

DIVERSIFICATION

Source: I. Ansoff / O. Gisholt




Tactical marketing (short-term)Product development

(branding) (b)

Price(conditions) (c)

Promotion (p)(sales and advertising)

Place(distribution) (d)

Marketing-Mix

Source: P. Kotler / O. Gisholt



Moderne markedsföring Source: Gartner Group

Forventningsnivå for IKT-produkter

Tekniske gjennombrudd Topp overdrevne forventn inger Illusjonen sprekker Nivå for lønnsomhet

Hype-Curve of e-commerce




Hot 2010: Wi – Fi

Wireless Fidelity

RFIDRadio Frequency Identification

Biometrics Wimax SkypeWorld Interoperability for Microwave Access

In an e-world

iPad!



Moderne markedsföring The e-home of the future

Service needed



Moderne markedsföring Metro is doing a great job on RFID



Moderne markedsföring What about personal discretion ?




Telecommunication

Data processing Home entertainment products

Internet

MM

MM – Multimedia

TV, Photo, Music

e-readers

3D!



Moderne markedsföring New markets




www.zeit.de




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

e-words

portal wap

e-business e-outs

m/s-commerce etc.

e-hub

Source: Gisholt




Virtual Reality (VR)

"Künstliche Wirklichkeit"



Moderne markedsföring You can do a lot in VR




Dagens- og fremtidens konferanse-system!



Moderne markedsföring Dr. Robbie

Google ?




CM: Customer Market

OE: Own Enterprice

SM: Supplier Market

CRM: Customer Relationship Management

SCM Supply Chain Management

EAN: European Article Numbering

EDI: Electronic Data Interchange

ECR: Efficient Consumer Response

DW: Data Warehousing

DM: Data Mining

Digital Market Management (DMM)

OESM CM

SCM CRM

EAN/EDI

ECR

DW DM

Transaction costs

Source: O. Gisholt

Value ++




E-hubs (e-h) and E-Agents (e-a)

Manufacturer

Distributor

Wholesaler

Reseller

Customer

Supplier e-a

e-a

e-a

e-h

Source: O. Gisholt



Moderne markedsföring Search help

e-agent



Moderne markedsföring Flirt with the consumer

Internet-en fantastiskinformasjons-

kanal,-men til tider

en umulig salgs-kanal !



Moderne markedsföring Branding on the web

+MentosSnickers

Etc.



Moderne markedsföring My favourite

cnet.com




42

Kilde: SSB.no




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

handelsbanken.nonorwegian.noKomplett.no

retthjem.no




e-stoneage

But we must keep on going !

Tilbakemeldingen.no



Moderne markedsföring Best on e-commerce

ecommercetimes




48

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).

0

10

20

30

40

50

60

70

80

90

100

61 65 69 71 73 77 80 83 85 87 89 91 93 95 97 98 99 2000 2001 2002 2003 2004 2005 2006 2007 2008

Pros

ent

Avis 80%

TV 82%

Radio 66%

Internett 70%

Mobil 5%




„The Social Media Starfish“ by Dave Evans




„Touchpoint Map“ by Dave Evans

„Social Media isn‘tabout the contentitself: it is aboutthe way in which

consumers of content are

connected and about the

conversations that result“




twitter.com



Moderne markedsföring Source: Odd Gisholt

Forventningsnivå for IKT-produkter

Tekniske gjennombrudd Topp overdrevne forventn inger Illusjonen sprekker Nivå for lønnsomhet

Hype-Curve of Social Media

2000 2010 201x 20xx



Moderne markedsföring 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

2.2 mill.

400 mill.ww!



Moderne markedsföring 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%)

Internettventer

+ 5,8% for 2010




chess.no




„If you want to have success...

... you have to be famous for something

Burj Dubai,World’s highestbuilding

!




Takk for meg!

moderne markedsföring - e-handel og sosiale medier

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