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business perspectives on new media & social networking
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Digital Marketing & Strategic
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 1
Digital Marketing & Strategic
Foundations
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 2
Source: Jeremiah Owyang, http://www.web-strategist.com/blog/2008/03/01/my-definition-of-marketing/
Marketing Ecosystem
Business Strategy
Marketing StrategyPeople
Process
Marketing Strategy
Mix
Comms
Digital Strategy
Technology Capability
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 3
Customers
� Are our customers
different now?
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 4
Source: Kevin Roberts, “The Story Behind Lovemarks ” 19 October, 2006, http://www.saatchikevin.com/The_Story_Behind_Lovemarks/
Technology
� Are they really using this?
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 5
A Big Change in the Wind
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 6
Hitwise, Social networks overtake webmail, November 06, 2007http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html
New Media, Old Habits
� The rules
are changing
� We’re not in
control any control any
more
� This brings
opportunities
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 7
Social Networking
Source:
http://www.ndtv.com/convergence/
ndtv/web2.0story.asp?id=ARTEN20
070009919
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 8
Source: XCD http://xkcd.com/256/
Synthesis
TradTradMediaMedia
PhysicalPhysical
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 9
MediaMedia
OnlineOnline
Consumer
Experience
What’s important?
1. Trust & listen to your customers
2. Build on the foundation of good strategy
3. Understand the medium
4. Master the medium
5. Find experts
#pubcamp Jun-2008 © 2008 Digital Business Group Pty Ltd – Author: Kate Carruthers 10
Technology
Strategy
Customer
Process
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