Dr. oecon Odd Gisholt - 1 - BI Drammen 2010 Moderne markedsföring Moderne markedsföring - e-handel og sosiale medier.

Presentasjon om: "Dr. oecon Odd Gisholt - 1 - BI Drammen 2010 Moderne markedsföring Moderne markedsföring - e-handel og sosiale medier."— Utskrift av presentasjonen:

1

2 Dr. oecon Odd Gisholt - 1 - BI Drammen 2010 Moderne markedsföring Moderne markedsföring - e-handel og sosiale medier

3 Dr. oecon Odd Gisholt - 2 - BI Drammen 2010 Moderne markedsföring -Intro -Marketing -E-handel -Sosiale medier -Q&A

4 Dr. oecon Odd Gisholt - 3 - BI Drammen 2010 Moderne markedsföring Soccer club

5 Dr. oecon Odd Gisholt - 4 - BI Drammen 2010 Moderne markedsföring BI Norwegian School of Management -HSG -HA/OHH - HHL - INSEAD - NVH - BI -Drammen -(+2xHH)

6 Dr. oecon Odd Gisholt - 5 - BI Drammen 2010 Moderne markedsföring Day and night !!!

7 Dr. oecon Odd Gisholt - 6 - BI Drammen 2010 Moderne markedsföring EHQ,CH

8 Dr. oecon Odd Gisholt - 7 - BI Drammen 2010 Moderne markedsföring 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 flickr.com – Chatroulette.comChatroulette.com

9 Dr. oecon Odd Gisholt - 8 - BI Drammen 2010 Moderne markedsföring Customer focus- CRM

10 Dr. oecon Odd Gisholt - 9 - BI Drammen 2010 Moderne markedsföring Where we are going to live the rest of our lives

11 Dr. oecon Odd Gisholt - 10 - BI Drammen 2010 Moderne markedsföring 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 Wirtschaftswoche 7 Billion More than 3.5 in Cities!

12 Dr. oecon Odd Gisholt - 11 - BI Drammen 2010 Moderne markedsföring 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. +

13 Dr. oecon Odd Gisholt - 12 - BI Drammen 2010 Moderne markedsföring World population per region World Population Distribution by Region, 1800–2050 Population Division, Briefing Packet, 1998 Revision of World Population Prospects. Source: United Nations. Will Europe become a „Museum“?

14 Dr. oecon Odd Gisholt - 13 - BI Drammen 2010 Moderne markedsföring 2 out of 7 Billion

15 Dr. oecon Odd Gisholt - 14 - BI Drammen 2010 Moderne markedsföring CEO AREA FINANCE MARKETING HUMAN RESOURCES INFORMATION LOGISTICS PRODUCTION Generic departments of the company In general

16 Dr. oecon Odd Gisholt - 15 - BI Drammen 2010 Moderne markedsföring 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

17 Dr. oecon Odd Gisholt - 16 - BI Drammen 2010 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

18 Dr. oecon Odd Gisholt - 17 - BI Drammen 2010 Moderne markedsföring P. Kotler with O. Gisholt www

19 Dr. oecon Odd Gisholt - 18 - BI Drammen 2010 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 !

20 Dr. oecon Odd Gisholt - 19 - BI Drammen 2010 Moderne markedsföring ”Marketing is Marketoriented Leadership” •Marketing is a boardroom-matter •Marketing is a matter for the CEO •Führungshaltung •Unternehmerische Denkart Source: O. Gisholt !

21 Dr. oecon Odd Gisholt - 20 - BI Drammen 2010 Moderne markedsföring Strategic marketing (Long term / corporate level) Image / positioning Market share / Customer loyalty Customer needs Markets / segments Product categories  Data warehousing / data mining Source: H. Weinhold / O. Gisholt stollgiroflex

22 Dr. oecon Odd Gisholt - 21 - BI Drammen 2010 Moderne markedsföring QUANTITY TIME MARKET-PENETRATION PRODUCT-DEVELOPMENT MARKET-DEVELOPMENT DIVERSIFICATION Source: I. Ansoff / O. Gisholt

23 Dr. oecon Odd Gisholt - 22 - BI Drammen 2010 Moderne markedsföring Tactical marketing (short-term) Product development (branding) (b) Product development (branding) (b) Price (conditions) (c) Price (conditions) (c) Promotion (p) (sales and advertising) Promotion (p) (sales and advertising) Place (distribution) (d) Place (distribution) (d) Marketing-Mix Source: P. Kotler / O. Gisholt

24 Dr. oecon Odd Gisholt - 23 - BI Drammen 2010 Moderne markedsföring Marketing mix Target market Product Price Place Promotion Quality Features Options Style Brand name Sizes Services Warranties Returns List price Discounts Allowances Payment period Credit terms Channels Coverage Locations Inventory Transport Advertising Personal selling Source: P. Kotler

25 Dr. oecon Odd Gisholt - 24 - BI Drammen 2010 Moderne markedsföring

26 Dr. oecon Odd Gisholt - 25 - BI Drammen 2010 Moderne markedsföring e- is in again

27 Dr. oecon Odd Gisholt - 26 - BI Drammen 2010 Moderne markedsföring Source: Gartner Group Forventningsnivå for IKT-produkter Hype-Curve of e-commerce

28 Dr. oecon Odd Gisholt - 27 - BI Drammen 2010 Moderne markedsföring Hot 2010:  Wi – Fi Wireless Fidelity  RFID Radio Frequency Identification  Biometrics  Wimax  Skype World Interoperability for Microwave Access In an e-world iPad!

29 Dr. oecon Odd Gisholt - 28 - BI Drammen 2010 Moderne markedsföring

30 Dr. oecon Odd Gisholt - 29 - BI Drammen 2010 Moderne markedsföring The e-home of the future Service needed

31 Dr. oecon Odd Gisholt - 30 - BI Drammen 2010 Moderne markedsföring Metro is doing a great job on RFID

32 Dr. oecon Odd Gisholt - 31 - BI Drammen 2010 Moderne markedsföring What about personal discretion ?

33 Dr. oecon Odd Gisholt - 32 - BI Drammen 2010 Moderne markedsföring Multimedia „Combination of text, image/video, sound and animation in an interactive play.“ Odd Gisholt

34 Dr. oecon Odd Gisholt - 33 - BI Drammen 2010 Moderne markedsföring Telecommunication Data processingHome entertainment products Internet MM MM – Multimedia TV, Photo, Music e-readers 3D!

35 Dr. oecon Odd Gisholt - 34 - BI Drammen 2010 Moderne markedsföring New markets

36 Dr. oecon Odd Gisholt - 35 - BI Drammen 2010 Moderne markedsföring One-to-one communication - worldwide

37 Dr. oecon Odd Gisholt - 36 - BI Drammen 2010 Moderne markedsföring www.zeit.de

38 Dr. oecon Odd Gisholt - 37 - BI Drammen 2010 Moderne markedsföring  e-commerce BtBbusiness to business BtCbusiness to consumer BtPbusiness 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

39 Dr. oecon Odd Gisholt - 38 - BI Drammen 2010 Moderne markedsföring Asia is in front

40 Dr. oecon Odd Gisholt - 39 - BI Drammen 2010 Moderne markedsföring Multimedia devices E-speed

41 Dr. oecon Odd Gisholt - 40 - BI Drammen 2010 Moderne markedsföring What to do with the obsoletes ?

42 Dr. oecon Odd Gisholt - 41 - BI Drammen 2010 Moderne markedsföring Virtual Reality (VR) "Künstliche Wirklichkeit"

43 Dr. oecon Odd Gisholt - 42 - BI Drammen 2010 Moderne markedsföring You can do a lot in VR

44 Dr. oecon Odd Gisholt - 43 - BI Drammen 2010 Moderne markedsföring Dagens- og fremtidens konferanse-system!

45 Dr. oecon Odd Gisholt - 44 - BI Drammen 2010 Moderne markedsföring Dr. Robbie Google ?

46 Dr. oecon Odd Gisholt - 45 - BI Drammen 2010 Moderne markedsföring CM: Customer Market OE:Own Enterprice SM:Supplier Market CRM:Customer Relationship Management SCMSupply Chain Management EAN:European Article Numbering EDI:Electronic Data Interchange ECR:Efficient Consumer Response DW:Data Warehousing DM:Data Mining Digital Market Management (DMM) OE SM CM SCMCRM EAN/EDI ECR DW DM Transaction costs Source: O. Gisholt Value ++

47 Dr. oecon Odd Gisholt - 46 - BI Drammen 2010 Moderne markedsföring E-hubs (e-h) and E-Agents (e-a) Manufacturer Distributor Wholesaler Reseller Customer Supplier e-a e-h Source: O. Gisholt

48 Dr. oecon Odd Gisholt - 47 - BI Drammen 2010 Moderne markedsföring Search help e-agent

49 Dr. oecon Odd Gisholt - 48 - BI Drammen 2010 Moderne markedsföring Flirt with the consumer Internet -en fantastisk informasjons- kanal, -men til tider en umulig salgs- kanal !

50 Dr. oecon Odd Gisholt - 49 - BI Drammen 2010 Moderne markedsföring Branding on the web + Mentos Snickers Etc.

51 Dr. oecon Odd Gisholt - 50 - BI Drammen 2010 Moderne markedsföring My favourite cnet.com

52 Dr. oecon Odd Gisholt - 51 - BI Drammen 2010 Moderne markedsföring Perfect service fit amazon!

53 Dr. oecon Odd Gisholt - 52 - BI Drammen 2010 Moderne markedsföring 52 Kilde: SSB.no

54 Dr. oecon Odd Gisholt - 53 - BI Drammen 2010 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 - idedata.no – data, alt i mobilt - retthjem.no - dagligvarer - haugenbok.no - böker handelsbanken.no norwegian.no Komplett.no retthjem.no

55 Dr. oecon Odd Gisholt - 54 - BI Drammen 2010 Moderne markedsföring Best of the web - retailing  7thOnline.com www.7thonline.com  E7thshoes.com www.e7th.com  ForRetail.com www.forretail.com  GemConnect.com www.gemconnect.com  GlobalNetXchange.com www.globalnetxchange.com Source: Forbes Global ?

56 Dr. oecon Odd Gisholt - 55 - BI Drammen 2010 Moderne markedsföring e-stoneage But we must keep on going ! Tilbakemeldingen.no

57 Dr. oecon Odd Gisholt - 56 - BI Drammen 2010 Moderne markedsföring Best on e-commerce ecommercetimes

58 Dr. oecon Odd Gisholt - 57 - BI Drammen 2010 Moderne markedsföring

59 Dr. oecon Odd Gisholt - 58 - BI Drammen 2010 Moderne markedsföring

60 Dr. oecon Odd Gisholt - 59 - BI Drammen 2010 Moderne markedsföring 59 Medieutviklingen 1960 - 2008 Kilde: Daglig oppslutning om avis, radio, fjernsyn, tekst-TV og Internett 1961-2008. http://www.tns-gallup.no/medierhttp://www.tns-gallup.no/medier Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998).

61 Dr. oecon Odd Gisholt - 60 - BI Drammen 2010 Moderne markedsföring „The Social Media Starfish“ by Dave Evans

62 Dr. oecon Odd Gisholt - 61 - BI Drammen 2010 Moderne markedsföring „Touchpoint Map“ by Dave Evans „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“

63 Dr. oecon Odd Gisholt - 62 - BI Drammen 2010 Moderne markedsföring

64 Dr. oecon Odd Gisholt - 63 - BI Drammen 2010 Moderne markedsföring twitter.com

65 Dr. oecon Odd Gisholt - 64 - BI Drammen 2010 Moderne markedsföring Source: Odd Gisholt Forventningsnivå for IKT-produkter Hype-Curve of Social Media 2000 2010 201x 20xx

66 Dr. oecon Odd Gisholt - 65 - BI Drammen 2010 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!

67 Dr. oecon Odd Gisholt - 66 - BI Drammen 2010 Moderne markedsföring

68 Dr. oecon Odd Gisholt - 67 - BI Drammen 2010 Moderne markedsföring Sosiale medier Det snakker vi mest om -Jobb 68% -Familie 53% -Fritid 48% -TV 38% -Kultur 32% -Du ock Jobbet -Aftenposten Jobb!

69 Dr. oecon Odd Gisholt - 68 - BI Drammen 2010 Moderne markedsföring Sosiale medier Det snakker vi minst om -Sport 20% -Avisartikler 18% -Politikk 12% -Bosted 9% -Miljö 5% -Du ock Jobbet -Aftenposten Miljö!

70 Dr. oecon Odd Gisholt - 69 - BI Drammen 2010 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%) Internett venter + 5,8% for 2010

71 Dr. oecon Odd Gisholt - 70 - BI Drammen 2010 Moderne markedsföring Sosiale medier Hva er viktigst for annonsörene ? - fremover -Blogger 30% -Facebook 29% -You Tube 9% -Twitter 8% -Wikipedia 3% -DN -Pr-operatörene Blogger ?

72 Dr. oecon Odd Gisholt - 71 - BI Drammen 2010 Moderne markedsföring chess.no

73 Dr. oecon Odd Gisholt - 72 - BI Drammen 2010 Moderne markedsföring „If you want to have success...... you have to be famous for something Burj Dubai, World’s highest building !

74 Dr. oecon Odd Gisholt - 73 - BI Drammen 2010 Moderne markedsföring Takk for meg!