Communication
1.1 What is marketing?
The action or business of promoting and selling products or services, including market
research and advertising
1.2 What is Push Marketing? (OLD)
• Taking the product to the customer
• Brand driven
• Mass audience
• vb: Television, Radio, magazines ,…
1.3 What is Pull Marketing? (NEW)
• Getting the costumer to get to you
• Consumer driven
• Individuals
• vb: Social media, blogs, websites
1.4 How did the internet change industries and society?
• Disruptive innovations (ex. Uber, Netflix,...)
• Disintermediation = the removal of intermediaries in economics from a supply
chain, or "cutting out the middlemen" (ex.Peer2Peer lending platforms,
Airbnb,...)
• Network society = a society in which human activities, experiences and power
are affected by the network nature of the Internet. (ex. #BLM,
#youthforclimate, US elections 2016)
• Connected consumer
1.5 Two major aspects brought by the internet?
• Connectivity
• Transparency
1.6 Three power shifts shaping our world.
• Exclusive → Inclusive
• Vertical →Horizontal
• Individual → Social
1.6.1 Exclusive → Inclusive
• Economic powers are no longer concentrated
• Disruption brought cheaper and simpler products
• Social media eliminate geographic and demographic barriers
• Social media drives social inclusivity. (Wikipedia, fairtrade, employment
diversity and empowerment of women)
, 1.6.2 Vertical →Horizontal
• Globalization creates a level playing field
• Innovation is horizontal: the market supplies ideas ( From R&D model to
connect-and-develop model.)
• From high-volume mainstream to low-volume niche
• Customer trust will be the f-factor (friends, families, fans, followers)
1.6.3 Individual → Social
• Customers care more about opinions of others
• Personal purchase decisions will be social decisions
• Customers become the medium
• No control over the conversation
1.7 The impact of connectivity
• Reduces costs of interaction
• Quickly disrupted established businesses
• Changes the way we see competition and customers
• Is more strategic than technological. Connectivity enables and supports the
overall direction.
1.8 Three levels of connectivity
• Mobile connectivity = through mobile devices
• Experiential connectivity = the internet is used to deliver superior customer
experience in touch points between customers and brands
• Social connectivity = the strength of connection in communities of
customers.
1.9 three paradoxes in the age of connectivity
• Online vs. Offline interaction
- Online businesses can capture an increasing percentage of overall
sales, but they can’t make offline businesses obsolete
- Location-based marketing technology to enhance their customers’
experience. (Beacons)
- Marketers must create experiences for clients that blend online and
offline interactions.
• Informed vs.Distracted customer
- Marketing messages, the opinions of other people, and personal
experience and knowledge all inform consumers’ buying decisions.
- The opinion of others holds more weight than ever.
- Growing dependence on digital devices distracts consumers and
hampers their ability to focus.
- Marketers need to grab people’s attention and join their conversations
within brand communities.
• Negative vs. Positive advocacy
- Advocacy = Word of Mouth (WOM)
- Connectivity amplifies the voices of brand advocates and detractors.
1.1 What is marketing?
The action or business of promoting and selling products or services, including market
research and advertising
1.2 What is Push Marketing? (OLD)
• Taking the product to the customer
• Brand driven
• Mass audience
• vb: Television, Radio, magazines ,…
1.3 What is Pull Marketing? (NEW)
• Getting the costumer to get to you
• Consumer driven
• Individuals
• vb: Social media, blogs, websites
1.4 How did the internet change industries and society?
• Disruptive innovations (ex. Uber, Netflix,...)
• Disintermediation = the removal of intermediaries in economics from a supply
chain, or "cutting out the middlemen" (ex.Peer2Peer lending platforms,
Airbnb,...)
• Network society = a society in which human activities, experiences and power
are affected by the network nature of the Internet. (ex. #BLM,
#youthforclimate, US elections 2016)
• Connected consumer
1.5 Two major aspects brought by the internet?
• Connectivity
• Transparency
1.6 Three power shifts shaping our world.
• Exclusive → Inclusive
• Vertical →Horizontal
• Individual → Social
1.6.1 Exclusive → Inclusive
• Economic powers are no longer concentrated
• Disruption brought cheaper and simpler products
• Social media eliminate geographic and demographic barriers
• Social media drives social inclusivity. (Wikipedia, fairtrade, employment
diversity and empowerment of women)
, 1.6.2 Vertical →Horizontal
• Globalization creates a level playing field
• Innovation is horizontal: the market supplies ideas ( From R&D model to
connect-and-develop model.)
• From high-volume mainstream to low-volume niche
• Customer trust will be the f-factor (friends, families, fans, followers)
1.6.3 Individual → Social
• Customers care more about opinions of others
• Personal purchase decisions will be social decisions
• Customers become the medium
• No control over the conversation
1.7 The impact of connectivity
• Reduces costs of interaction
• Quickly disrupted established businesses
• Changes the way we see competition and customers
• Is more strategic than technological. Connectivity enables and supports the
overall direction.
1.8 Three levels of connectivity
• Mobile connectivity = through mobile devices
• Experiential connectivity = the internet is used to deliver superior customer
experience in touch points between customers and brands
• Social connectivity = the strength of connection in communities of
customers.
1.9 three paradoxes in the age of connectivity
• Online vs. Offline interaction
- Online businesses can capture an increasing percentage of overall
sales, but they can’t make offline businesses obsolete
- Location-based marketing technology to enhance their customers’
experience. (Beacons)
- Marketers must create experiences for clients that blend online and
offline interactions.
• Informed vs.Distracted customer
- Marketing messages, the opinions of other people, and personal
experience and knowledge all inform consumers’ buying decisions.
- The opinion of others holds more weight than ever.
- Growing dependence on digital devices distracts consumers and
hampers their ability to focus.
- Marketers need to grab people’s attention and join their conversations
within brand communities.
• Negative vs. Positive advocacy
- Advocacy = Word of Mouth (WOM)
- Connectivity amplifies the voices of brand advocates and detractors.
