06/01/2017

Digital Marketing
I.M.I. Kolkata special session

Stphane Bourliataux-Lajoinie

bourliataux@univ-tours.fr

What is e-marketing for you ?

What is it for ?

How is it different from marketing ?

How would you implement it ?

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What is e-Marketing

Marketing

Technology

Interactivity

E-marketing / Webmarketing / Online marketing / Interactive

marketing / Marketing 2.0

E-Marketing is Marketing using I.T. and user centric

Some facts

Opportunities Risks
Large reach medium Technical
No time space, no website fail, hacking, spam,
geographical limits phishing

Richness Organizational
supply, logistic, customer services
Cognitive medium efficiency
Affiliation No inertia : how to lock in your
consumers ?
Paid virality
Legal
Can I buy everything everywhere
? (ex. Royalties)
National legislation

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Some figures

1,2 billion consumers

E-business around the world
Asia 447 millions
Europe 264 millions
300 millions websites around
the world America 447

80 % trafic on 0,10 % websites =

300 000 sites

1 700 billions of USD for 2015

What happened to the 2 000 billions of USD for
famous 20/80 rule ? 2016*

TOP 3

57% of the business !

Average basket

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And in India ?

Flipkart / Amazon

Snapdeal / Ebay

ShopClues => general market place

LocalBanya, ZopNow, PeperTap, BigBasket => grocery products

with express delivery (in stock or via network)

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But internet is the perfect channel for services

Service features are:

1. intangibility
2. indivisibility
3. perishability
4. heterogeneity

Little story of the Internet

70s : Origins mail
Half military
Half exchange of data (Swiss researchers)

73 : split into 2 goals (web 0.0)

Army
Individuals / reserachers Milnet
Internet pillars :
Right to say everything
No police
No property rights
Internet

95 : companies on Internet (web 1.0)

Work of consumer is to consume
Darknet
No interactivity

07 : web 2.0 (Tim OReilly never gave any definition !)

User created content (Neo web 0.0 ?)

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Earning money in / with computing ?

1950 1970 : business is on hardware

1970 2000 : business is on software

2000 -> : business is on data

2015 -> : boom of IoT

Business models

Disintermediation :
wholesalers sell Financing through
directly to advertising:
customers Google Adsense

Reintermediation : White brands or

wholesalers sell White labels
indirectly to
customers Pay what you
want
Auction
Long tail Crowdfunding
Freemium : free Value co-creation
basic package
and charge any
option

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Forms of value co-creation

Crowdsourcing / co-innovation / co-design / co-
conception
Consumer participation in the conception of the
offer (product or service)

Consumer as
Visionnaire : Chris Bangle and GINA (BMW)
Participating crowd : Fiat 500 (275000 opinions)

Creative commons to protect user created

content

Created in 2001 at Standford

Law School
Protection of content
created on the internet

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Co-creation and value

chain
Co-production: Platform
Co- Mass Blogs
conception customization Virtual
Co-design Personnalisation communities
Crowdsourcin Tuning
g

Conception
Ideas Production Marketing Distribution Aftersales
(R&D)

NPD
Co- Co-branding
Forums
conception Customer opinions /
Knowledge
Co-design testimonies
base
Blogs
Customer
communities
Social networks

The end

Any questions ?