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Navigable Slide Index

1. Introduction
2. Learning outcomes
3. The marketing mix
4. Redefined marketing mix (1)
5. Redefined marketing mix (2)
6. SOSTAC marketing plan
7. The C5 electrical car - what went wrong?
8. The C5 electrical car - repositioning
9. The C5 electrical car - wrong strategy
10. Interview with professor Peter Doyle
11. Customer expectations
12. Why do people buy? - social needs
13. Interview with professor Theodore Levitt - why buy?
14. Why do people buy? - self-actualisation needs
15. The London Irish Rugby Club (1)
16. The London Irish Rugby Club (2)
17. The magical marketing formula
18. What phrase would you choose?
19. Lend money vs. borrow money
20. Why do you have a website?
21. The 5Ss
22. Changing digital mix
23. Elements of the mix
24. Products
25. "Great Moments of Sportsmanship" example (1)
26. "Great Moments of Sportsmanship" example (2)
27. "Great Moments of Sportsmanship" website (1)
28. "Great Moments of Sportsmanship" website (2)
29. "Great Moments of Sportsmanship" website (3)
30. "Great Moments of Sportsmanship" website (4)
31. "Great Moments of Sportsmanship" website (5)
32. "Great Moments of Sportsmanship" website (6)
33. Product equals service?
34. Promotion
35. Old communications model
36. New communications model
37. Promotional mix/communications mix
38. Integrating virtual world
39. The virtual press room
40. Everything integrates
41. Price
42. Place
43. The importance of distribution
44. Focus on multiple channels
45. Changes in the world of physical distribution
46. Atomisation - example
47. World Cup Shock T-shirt (1)
48. World Cup Shock T-shirt (2)
49. World Cup Shock T-shirt in virtual worlds (1)
50. World Cup Shock T-shirt - demonstration
51. World Cup Shock T-shirt in virtual worlds (2)
52. Virtual worlds - Second Life
53. People, processes and physical evidence
54. People (1)
55. People (2)
56. Processes (1)
57. Processes (2)
58. What are processes required for?
59. Poor processes
60. Web site evolutionary stages
61. Physical evidence
62. Physical evidence in the digital world (1)
63. Physical evidence in the digital world (2)
64. UGC (product, partners, people... all Ps)
65. Summary
66. Creative thinking - example
67. You must keep up with the changes
68. Thank you

Topics Covered

• Web 2.0
• Hyper competition
• Customer engagement
• Brand loyalty
• Sustainable competitive advantage
• The ladder of engagement principles
• Collaborative co-creation
• Ladder applied: cross industries
• Ladder applied: specific case
• Great Moments Of Sportsmanship campaign

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Bite-size Case Studies:

• C5 electric car: failure of a marketing strategy

Talk Citation

Publication History

• Published on February 25, 2010