Introduction to marketing

1. Introduction to Marketing<br />Lisa Harris and Paul Harrigan<br />30/9/2010<br /> 2. 3. “Change we can believe in”<br />$28m average raised…
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  • 1. Introduction to Marketing<br />Lisa Harris and Paul Harrigan<br />30/9/2010<br />
  • 2.
  • 3. “Change we can believe in”<br />$28m average raised per month in online donations during 2008<br />92m views of display ads per month<br />2.2m site visitors per month<br />9.8m video views on YouTube<br />5,455,665 supporters of the Obama Facebook Group<br />285,467 followers on Twitter<br />
  • 4. Why do you use social media?<br />
  • 5. How do you use social media?<br />
  • 6. Internet technology has changed the world<br /><ul><li>Years it took to reach an audience of 50 million:</li></ul>Radio 50 years<br />TV 13 years<br />Internet 4 years<br />iPod 3 years<br />2 years<br />2 years<br />1 in 8 marriages in US now as a result of online dating.<br />US Dept Commerce<br />
  • 7. The Internet has changed purchase behaviour<br />1999 <br />2009 <br /><ul><li>3.9 billion Internet searches in the UK in a month (ComScore June 2008)
  • 8. Google’s UK ad revenue was £1.9 billion in 2008 – ITV’s TV ad revenue was £1.5 billion
  • 9. Google has the highest awareness of any brand in the world (Nielsen 2009) – without any advertising </li></li></ul><li>Online Retail Trend<br />Choice...<br />“...the activity and processes for creating, communicating and delivering offerings that have value for customers...”<br />Good Online Retailer in 2010 will stock 30,000 lines<br />High Street store typically stocks 800 lines<br />Good Online Retailer in 2009 typically stocks 18,000 lines<br />
  • 10. Digital marketing isn’t just the Internet <br />Microprocessors are going into many different devices<br />...and 3 screens are now becoming mainstream...<br />When I want it and Where I want it.<br />
  • 11. Touch screen mobiles are becoming popular <br />...and so will Internet video on mobile devices...<br /><ul><li>Its not so much the iPhone but the large touch screen that has produced the first </li></ul>usable Internet <br />browsing mobile <br />device... <br />...and 3G “all you can eat” connections.<br />UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years. <br />
  • 12. Facebook spreads across the web...<br />
  • 13. Online advertising spend overtakes TV<br />Online advertising represented 23.5% of total spend, ahead of TV’s 21.9% (Oct 2009)<br />UK advertisers spent £3.54 billion online in 2009 – an increase by 5.7% compared to 2008<br />Expenditure on all offline advertising sectors declined in 2009 <br />Recession has accelerated this trend <br />
  • 14. 13<br /> Web advertising grows from smallest to largest in 6 years<br />£ millions<br />TV Advertising<br />Web Advertising<br />Press Display<br />Direct Mail<br />Press Classified<br />Outdoor<br />Radio<br />source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003<br />
  • 15. Trends in technology<br />Eric Qualmann video ( 4 mins)<br />Did you know 4? (5 mins)<br />10 Years of changes in technology, BBC report by Rory Cellan-Jones (3 mins):<br /> (Future of Shopping, Cisco, 1 min) <br />
  • 16. Getting started: your blog<br />To post to your PDP blog, you will need to visit<br />There are separate documents posted on Blackboard (in the MANG6184 Introduction to Marketing folder) showing you <br />‘Welcome’ and ‘Learning Together’ presentations<br />The PDP tasks and deadlines for Semester 1<br />
  • 17. Getting started:<br />
  • 18. Getting started:<br />
  • 19. Thank you!<br /> You are welcome to follow me on any of my social media sites:<br /><br /><br /><br /><br /><br /><br />
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