Moderne markedsföring

Report
Dr. oecon Odd Gisholt
Moderne markedsföring
Moderne markedsföring
- e-handel og sosiale medier
BI Drammen 2010
-1-
Dr. oecon Odd Gisholt
Moderne markedsföring
-Intro
-Marketing
-E-handel
-Sosiale medier
-Q&A
BI Drammen 2010
-2-
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
Soccer club
-3-
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Norwegian School of Management
-HSG
-HA/OHH
- HHL
- INSEAD
- NVH
- BI
-Drammen
-(+2xHH)
BI Drammen 2010
-4-
Dr. oecon Odd Gisholt
Moderne markedsföring
Day and night
!!!
BI Drammen 2010
-5-
Dr. oecon Odd Gisholt
Moderne markedsföring
EHQ,CH
BI Drammen 2010
-6-
Dr. oecon Odd Gisholt
Moderne markedsföring
Yours ?
My favorites
• youtube.com
• google.com
• wikipedia.org
• amazon.com
• plaxo.com/etc.
• ebay.com (finn.no)
• facebook.com
• skype.com
• twitter.com
twitter!!!
flickr.com – Chatroulette.com
BI Drammen 2010
-7-
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
Customer focus- CRM
-8-
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
Where we are going to live the rest of our lives
-9-
Dr. oecon Odd Gisholt
Moderne markedsföring
Wirtschaftswoche
1. Megatrend Internet
2. Megatrend nanotechnology
3. Megatrend biotechnology
4. Megatrend climate change
5. Megatrend Asia
6. Megatrend English
7. Megatrend demography
8. Megatrend urbanization
9. Megatrend women
10. Megatrend job world
BI Drammen 2010
- 10 -
7 Billion
More than 3.5
in Cities!
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: United Nations
World population in the future
World Population Growth, 1750–2150
2010: 7 bill. +
United Nations, World Population Prospects, The 1998 Revision; and estimates by
the Population Reference Bureau.
BI Drammen 2010
- 11 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: United Nations. Will Europe become a „Museum“?
World population per region
World Population Distribution by Region, 1800–2050
Population Division, Briefing Packet, 1998 Revision of World Population Prospects.
BI Drammen 2010
- 12 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
2 out of 7 Billion
- 13 -
Dr. oecon Odd Gisholt
Moderne markedsföring
In general
Generic departments of the company
CEO AREA
MARKETING
FINANCE
HUMAN RESOURCES
LOGISTICS
INFORMATION
PRODUCTION
BI Drammen 2010
- 14 -
Dr. oecon Odd Gisholt
Moderne markedsföring
2010
Marketing trends
Eall over
• 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
BI Drammen 2010
- 15 -
Dr. oecon Odd Gisholt
Moderne markedsföring
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
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
P. Kotler with O. Gisholt
www
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
Source: P. Kotler
Determinants of Customer Added Value
Product value
Service value
Personnel value
Total customer value
Image value
Customer
delivered value
Monetary price
!
Time cost
Energy cost
Total customer cost
Psychic cost
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
Source: O. Gisholt
”Marketing is Marketoriented Leadership”
• Marketing is a
boardroom-matter
• Führungshaltung
!
• Unternehmerische
Denkart
• Marketing is a
matter for the CEO
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
Source: H. Weinhold / O. Gisholt
Strategic marketing
(Long term / corporate level)
stollgiroflex
Image / positioning
Market share /
Customer loyalty
Customer needs
Markets / segments
Product categories
 Data warehousing / data mining
BI Drammen 2010
- 20 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: I. Ansoff / O. Gisholt
QUANTITY
DIVERSIFICATION
MARKET-DEVELOPMENT
PRODUCT-DEVELOPMENT
MARKET-PENETRATION
TIME
BI Drammen 2010
- 21 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: P. Kotler / O. Gisholt
Tactical marketing (short-term)
Product development
(branding) (b)
Price
(conditions) (c)
Promotion (p)
(sales and advertising)
Place
(distribution) (d)
Marketing-Mix
BI Drammen 2010
- 22 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Quality
Features
Options
Style
Brand name
Sizes
Services
Warranties
Returns
BI Drammen 2010
Source: P. Kotler
Marketing
mix
Place
Product
Target market
Channels
Coverage
Locations
Inventory
Transport
Price
Promotion
List price
Discounts
Allowances
Payment period
Credit terms
Advertising
Personal selling
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Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 24 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
e- is in again
- 25 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: Gartner Group
Hype-Curve of e-commerce
Forventningsnivå for IKT-produkter
Te kn isk e g je n n o m b ru d d
BI Drammen 2010
To p p o ve rd re vn e fo rve n tn in g e r
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Illu sjo n e n sp re k ke r
N ivå fo r lø n n so m h e t
Dr. oecon Odd Gisholt
Moderne markedsföring
In an e-world
Hot 2010:
 Wi – Fi
Wireless Fidelity
iPad!
 RFID
Radio Frequency Identification
 Biometrics  Wimax  Skype
World Interoperability for Microwave Access
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 28 -
Dr. oecon Odd Gisholt
Moderne markedsföring
The e-home of the future
Service
needed
BI Drammen 2010
- 29 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
Metro is doing a great job on RFID
- 30 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
What about personal discretion ?
- 31 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Multimedia
„Combination of text, image/video, sound and
animation in an interactive play.“
Odd Gisholt
BI Drammen 2010
- 32 -
Dr. oecon Odd Gisholt
MM – Multimedia
Moderne markedsföring
Internet
3D!
Telecommunication
Data processing
MM
Home entertainment
products
TV, Photo, Music
e-readers
BI Drammen 2010
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Dr. oecon Odd Gisholt
New markets
Moderne markedsföring
BI Drammen 2010
- 34 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
One-to-one communication - worldwide
- 35 -
Dr. oecon Odd Gisholt
Moderne markedsföring
www.zeit.de
BI Drammen 2010
- 36 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: Gisholt
e-words
 e-commerce
BtB
BtC
BtP
 e-tailer
 net-izen/”citizen”
business to business
business to consumer
business to public
 auctions /ebay etc.
 portal
 search engines
 wap  m/s-commerce etc.
 e-agent
 e-business  e-outs
BI Drammen 2010
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 e-hub
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
Asia is in front
- 38 -
Dr. oecon Odd Gisholt
Moderne markedsföring
E-speed
Multimedia devices
BI Drammen 2010
- 39 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
What to do with the obsoletes ?
- 40 -
Dr. oecon Odd Gisholt
Moderne markedsföring
"Künstliche Wirklichkeit"
Virtual Reality (VR)
BI Drammen 2010
- 41 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
You can do a lot in VR
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Dr. oecon Odd Gisholt
Moderne markedsföring
Dagens- og fremtidens konferanse-system!
BI Drammen 2010
- 43 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Dr. Robbie
Google ?
BI Drammen 2010
- 44 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: O. Gisholt
Digital Market Management (DMM)
CM:
Customer Market
OE:
Own Enterprice
SM:
Supplier Market
SCM
CRM
CRM: Customer Relationship Management
Value ++
OE
SM
CM
Transaction costs
SCM
Supply Chain Management
EAN:
European Article Numbering
EDI:
Electronic Data Interchange
EAN/EDI
ECR
ECR: Efficient Consumer Response
DW:
Data Warehousing
DM:
Data Mining
BI Drammen 2010
DW
- 45 -
DM
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: O. Gisholt
E-hubs (e-h) and E-Agents (e-a)
Supplier
e-h
e-a
e-a
Manufacturer
Distributor
e-a
Wholesaler
Reseller
Customer
BI Drammen 2010
- 46 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Search help
e-agent
BI Drammen 2010
- 47 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Flirt with the consumer
Internet
-en fantastisk
informasjonskanal,
-men til tider
en umulig
salgskanal !
BI Drammen 2010
- 48 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Branding on the web
+
Mentos
Snickers
Etc.
BI Drammen 2010
- 49 -
Dr. oecon Odd Gisholt
Moderne markedsföring
My favourite
cnet.com
BI Drammen 2010
- 50 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Perfect service fit
amazon!
BI Drammen 2010
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Dr. oecon Odd Gisholt
Moderne markedsföring
Kilde: SSB.no
52
BI Drammen 2010
- 52 -
Dr. oecon Odd Gisholt
Moderne markedsföring
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
retthjem.no
- idedata.no – data, alt i mobilt
handelsbanken.no
norwegian.no
Komplett.no
- retthjem.no - dagligvarer
- haugenbok.no - böker
BI Drammen 2010
- 53 -
Dr. oecon Odd Gisholt
Source: Forbes Global
Moderne markedsföring
Best of the web - retailing

7thOnline.com
www.7thonline.com

E7thshoes.com
www.e7th.com
?

ForRetail.com

GemConnect.com
www.gemconnect.com

GlobalNetXchange.com
www.globalnetxchange.com
BI Drammen 2010
- 54 -
www.forretail.com
Dr. oecon Odd Gisholt
Moderne markedsföring
But we must keep on going !
e-stoneage
Tilbakemeldingen.no
BI Drammen 2010
- 55 -
Dr. oecon Odd Gisholt
Best on e-commerce
Moderne markedsföring
ecommercetimes
BI Drammen 2010
- 56 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 57 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 58 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Medieutviklingen 1960 - 2008
100
TV 82%
90
80
Avis 80%
70
Internett 70%
Prosent
60
50
Radio 66%
40
30
20
Mobil 5%
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).
10
0
61
65
69
BI Drammen 2010
71
73
77
80
83
85
87
89
91
93
95
97
98
99
2000 2001 2002 2003 2004 2005 2006 2007 2008
- 59 59
Dr. oecon Odd Gisholt
Moderne markedsföring
„The Social Media Starfish“ by Dave Evans
BI Drammen 2010
- 60 -
Dr. oecon Odd Gisholt
Moderne markedsföring
„Social Media isn‘t
about the content
itself: it is about
the way in which
consumers of
content are
connected and
about the
conversations
that result“
„Touchpoint Map“ by Dave Evans
BI Drammen 2010
- 61 -
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 62 -
Dr. oecon Odd Gisholt
Moderne markedsföring
twitter.com
BI Drammen 2010
- 63 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Source: Odd Gisholt
Hype-Curve of Social Media
Forventningsnivå for IKT-produkter
Te k n is k e g je n n o m b ru d d
2000
BI Drammen 2010
To p p o v e rd re v n e fo rv e n tn in g e r
2010
201x
- 64 -
Illu s jo n e n s p re k k e r
20xx
N iv å fo r lø n n s o m h e t
Dr. oecon Odd Gisholt
Moderne markedsföring
Sosiale medier
Daglig bruk av utvalgte medier
- NRK 1 TV
- TV 2
- NRK P1 Radio
- VG Nett
- Facebook
2.2 mill.
62%
58%
37%
36%
34%
-TNS Gallup
-Befolkning over 12/facebook 15
BI Drammen 2010
- 65 -
400 mill.
ww!
Dr. oecon Odd Gisholt
Moderne markedsföring
BI Drammen 2010
- 66 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Sosiale medier
Det snakker vi mest om
-Jobb
-Familie
-Fritid
-TV
-Kultur
68%
53%
48%
38%
32%
Jobb!
-Du ock Jobbet
-Aftenposten
BI Drammen 2010
- 67 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Sosiale medier
Det snakker vi minst om
-Sport
-Avisartikler
-Politikk
-Bosted
-Miljö
20%
18%
12%
9%
5%
Miljö!
-Du ock Jobbet
-Aftenposten
BI Drammen 2010
- 68 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Sosiale medier
Reklameomsetning i 2009 – rangert etter omsetning i mill. NOK
- Dagspresse
- TV
- DM
- Internett
- Fagpresse
5952 (-19,3%)
2798 (-11,5%)
2293 (-10,8%
1718 (-8,1%)
538 (-9,2%)
Norsk Mediestatistikk IRM/DN/Nio
BI Drammen 2010
- 69 -
Total:
15616 (-14,9%)
Internett
venter
+ 5,8% for 2010
Dr. oecon Odd Gisholt
Moderne markedsföring
Sosiale medier
Hva er viktigst for annonsörene ?
- fremover
-Blogger
-Facebook
-You Tube
-Twitter
-Wikipedia
30%
29%
9%
8%
3%
-DN
-Pr-operatörene
BI Drammen 2010
- 70 -
Blogger ?
Dr. oecon Odd Gisholt
Moderne markedsföring
chess.no
BI Drammen 2010
- 71 -
Dr. oecon Odd Gisholt
Moderne markedsföring
!
„If you want to have
success...
Burj Dubai,
World’s highest
building
... you have to be famous
for something
BI Drammen 2010
- 72 -
Dr. oecon Odd Gisholt
Moderne markedsföring
Takk for meg!
BI Drammen 2010
- 73 -

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