The Search for Opportunities in the Internet Using Internet Marketing Mechanisms
-
Upload
sprawnymarketingpl -
Category
Business
-
view
7.591 -
download
1
description
Transcript of The Search for Opportunities in the Internet Using Internet Marketing Mechanisms
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms
Tomasz Frontczak, M.Sc.Stefan Trzcielinski, Ph. D., D.Sc.
Institute of Management Engineering
Poznan University of Technology, Poznan
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms2 / 25
Agenda
• Internet
• The Search – Database of Intentions
• The Long Tail
• Opportunity Oriented Marketing in the Internet
• Mechanisms of Internet Marketing
• Internet Marketing Platforms
• Case Studies
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms3 / 25
Internet
The latest research (2007) conducted by Piper Jaffray & Co shows that the internet becomes mass-medium
What Do We Do Online?
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms5 / 25
We... search
Search is the second most commonly used application on the Web with 550 million searches daily in the United States.
In Poland Google search engine took first place in the rankings of visiting all web services.
... we search to find!
... reverse broadcast network
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms6 / 25
We search and build database of intentions
Search engines, gathering data about every query and click, build a huge database.
“Taken together, this information represents a real-time history of post – Web culture - and massive clickstream database of desires, needs, wants, and preferences that can be discovered, archived, tracked and exploited for all sorts of ends” (Battelle J., 2005)
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms7 / 25
Database of intentions – source of opportunity
There are unique intentions described by users. Some of them are needs which become demand on products or services. Unique needs have existed up to now but only the internet era made their description and their satisfaction possibile.
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms8 / 25
Database of intentions – source of opportunity
In the past, unique need was not an opportunity for an entrepreneu. Why? There was not any possibility of its identification or small scale. The internet removed these obstacles. Unique intentions create so called long tail which is a band of opportunities for the enterprise.
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms9 / 25
The Long Tail
Chris Anderson, the editor of Wired, introduced the expression “the long tail” into the business dictionary
It works where there is lack of regularities based on Pareto
How to make business?
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms10 / 25
The Long Tail
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms11 / 25
The Long Tail
Finite shelf space, broadcast channels, and column inches have been replaced by infinite product supply and infinite findability
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms12 / 25
Supply – internet - demand
intentions
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms13 / 25
Supply – internet - demand
Opportunity Oriented Marketing in the Internet
• based on database of intentions
• Google/Yahoo/MSN created platforms of the internet marketing, which operate on the global scale. Essential intermediary element between an entrepreneur and a customer in the internet communication.
• they allow demand to meet supply.
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms14 / 25
Mechanisms of Internet Marketing
Mechanisms of marketing consist of:
• platforms of the internet marketing
• methods of ads targeting
• the payment model for ads
• ads forms
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms15 / 25
Internet Marketing Platforms 1/2
The main features characterizing modern advertising-platforms are the following:
• the automated service available from a standard internet browser,
• the global range,
• the possibility of the keyword or service selection where the ads are to be displayed, the creation of the advertising-transmission and the immediate broadcasted (within max few minutes). Such a feature allows after opportunity recognition and immediate reaction.
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms16 / 25
Internet Marketing Platforms 2/2
• the data access, in time close to the real time (with smaller than 3 h delay for Google Adwords), concerning ads costs and ads effectiveness,
• the possibility of continuous costs modification and adapting itself to changes,
• the possibility of easy testing, which ads or method better affects the receiver (simultaneous advertising and conducting research on the ads effectiveness).
Examples of tools
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms18 / 25
Keyword Tools
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms19 / 25
Trends
The sample is... everyone
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms20 / 25
Analytics Tools
2 Case Studies
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms22 / 25
The Tail Is Bigger Than Head
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms23 / 25
New Service Added to the Offer
• keyword research
• traffic
• analyze how internet users reach website
• niche need – opportunity
• cooperation with other company
• new offer
• demand (opportunity) seek supply
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms24 / 25
Instead of conclusion
The influence of internet marketing mechanisms on the agility of enterprise
The Search for Opportunities in the Internet Using Internet Marketing Mechanisms25 / 25