[

service marke,ng ]
Service marke+ng in the digital age and the importance of data

web analy+cs

marke+ng campaigns

customer databases

Helping companies data op/mize their marke/ng strategy insights by providing ac/onable insights ac+on based on solid data analysis.
media plans customer proles

target segments

[ august 2008 ]

[ datalicious.com ]

web analy+cs

marke+ng campaigns

customer databases

data insights ac+on

media plans customer proles

target segments

[ august 2008 ]

[ datalicious.com ]

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[ datalicious.com ]

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[ datalicious.com ]

perishable marke,ng

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ the right mix ]

place promo,on product

physical evidence

mix

price

process

people

[ august 2008 ]

[ datalicious.com ]

[ aida(s) ]
old media new media

awareness

interest

desire

ac+on

sa+sfac+on

social media

[ august 2008 ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

break yay!

[ august 2008 ]

[ datalicious.com ]

[ promo,on ]
audiences

pla>orms

content

[ august 2008 ]

[ datalicious.com ]

[ online oxygen ]

online oxygen = digital way of life

[ august 2008 ]

[ datalicious.com ]

rewiring brains = dierent neural pathways

[ august 2008 ]

[ datalicious.com ]

quick and ruthless = reduced aCen,on spans

[ august 2008 ]

[ datalicious.com ]

[ basic human needs ]

web 2.0

[ august 2008 ]

[ source: maslow ]

[ datalicious.com ]

[ ickr.com ]

Iden,fy the inuencers and advocates

[ august 2008 ]

[ source: isobar, lococitato]

[ datalicious.com ]

[ promo,on ]
audiences

pla>orms

content

[ august 2008 ]

[ datalicious.com ]

[ digital media ]
> 50% digital by 2008

[ august 2008 ]

[ source: carat ]

[ datalicious.com ]

[ australia ]

[ august 2008 ]

[ datalicious.com ]

[ digital universe today ]

[ august 2008 ]

[ source: isobar ]

[ datalicious.com ]

[ virtual shopfront ]

what if your store is not listed in Google?

[ august 2008 ] [ source: jerey cole, surveying the digital future ] [ datalicious.com ]

[ promo,on ]
audiences

pla>orms

content

[ august 2008 ]

[ datalicious.com ]

[ recall scores collapse ]

% recall one day aFer adver+sing message

[ august 2008 ]

[ source: nad, nielsen ]

[ datalicious.com ]

[ unpopular ads ]

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[ broadband video ]

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[ viral branding ]

loss of control?

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[ source: xtract ]

[ datalicious.com ]

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[ social australia ]

[ august 2008 ]

[ datalicious.com ]

[ age of synthesisers ]
web 2.0
100% Consumers search for and nd content

10% Synthesisers nd, adapt, add to and share

1% Creators start groups, create and publish

[ august 2008 ]

[ source: isobar ]

[ datalicious.com ]

[ august 2008 ]

[ datalicious.com ]

[ fat head vs. long tail ]

one2many
Volume

one2one
Varia,ons
[ august 2008 ] [ source: chris anderson ] [ datalicious.com ]

[ blogsphere 2003 2006 ]

exponen,al growth

[ august 2008 ]

[ source: technora+]

[ datalicious.com ]

[ back to basics ]
search service (7Ps) product (5Ps) company experience brand promo,on consumer

wom, blogs, emails, reviews, communi+es, social networks, photo sharing, video sharing
[ source: don schultz, northwestern university ] [ datalicious.com ]

[ august 2008 ]

[ new marketplace ]

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

[ case study ]
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[ case study ]
The 7Ps of service marke+ng
Simpsons of PoPs Point Hotel example
Most popular hotel for Sydney on TripAdvisor.com High organic Google ranking for PoPs Point Hotel Actual hotel website rather average and outdated

Group task

Split into groups

Maximum of 5 students in each group Maximum of 2 students presen+ng results Use the above hotel as the key example for each P Show the hotels strength and weaknesses for each P Suggest improvements for the hotels weaknesses
[ datalicious.com ]

Present the 7Ps of service marke+ng

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

[ useful links ]
[ august 2008 ] [ datalicious.com ]

[ newsleCers, blogs ]
hPp://www.emarketer.com/ hPp://www.techcrunch.com/ hPp://www.smartbrief.com/iab/ hPp://www.marke+ngvox.com/ hPp://www.imediaconnec+on.com/ hPp://www.trendwatching.com/ hPp://www.springwise.com/
[ august 2008 ] [ datalicious.com ]

[ newsleCers, blogs ]
hPp://www.lifehacker.com/ hPp://www.useit.com/alertbox/ hPp://weblogs.hitwise.com/ hPp://www.wired.com/ hPp://www.technora+.com/weblog/ hPp://del.icio.us/cbartens/ar+cles/

[ august 2008 ]

[ datalicious.com ]

[ trends, char,ng ]
hPp://www.hitwise.com.au/datacenter hPp://www.google.com/trends hPp://www.google.com/zeitgeist hPp://www.blogpulse.com/ hPp://www.alexa.com/ hPp://www.compete.com/ hPp://www.visualcomplexity.com/vc/
[ august 2008 ] [ datalicious.com ]

[ research, sta,s,cs ]
hPp://www.etcnewmedia.com/ hPp://www.internetworldstats.com/ hPp://www.doubleclick.com/ hPp://www.digitalcenter.org/ hPp://www.online-publishers.org/ hPp://www.clickz.com/ hPp://www.nngroup.com/
[ august 2008 ] [ datalicious.com ]

[ research, sta,s,cs ]
hPp://www.jupiterresearch.com/ hPp://www.pewinternet.org hPp://www.atlassolu+ons.com/ins+tute hPp://adlab.microsoF.com/ hPp://searchmarke+ng.yahoo.com/ hPp://adwords.google.com/ hPp://www.googspy.com/
[ august 2008 ] [ datalicious.com ]

[ todays ar,cles ]
hPp://www.springwise.com/tourism_travel/adsupported_naviga+on/ hPp://www.springwise.com/tourism_travel/eortless_online_travel_organ/ hPp://www.springwise.com/tourism_travel/facilita+ng_cab_shares_to_the/ hPp://www.springwise.com/entertainment/bands_funded_by_their_fans_upd_1/ hPp://www.springwise.com/marke+ng_adver+sing/for_a_reward_crowds_name_new_p/ hPp://www.springwise.com/style_design/customermanufactured/ hPp://www.springwise.com/automo+ve/pricehub_used_cars_price_trans/ hPp://www.springwise.com/homes_housing/real_estate_30_update/ hPp://www.springwise.com/entertainment/music_at_market_prices_update/ hPp://www.springwise.com/life_hacks/transparency_tyranny_hits_the/ hPp://www.springwise.com/media_publishing/usergenerated_video_for_the_co/ hPp://www.springwise.com/tourism_travel/hotel_search_video_completes_t/ hPp://www.springwise.com/media_publishing/product_popularity_polls_ilike/ hPp://www.springwise.com/tourism_travel/seatguru_for_hotel_rooms/ hPp://en.wikipedia.org/wiki/Zappos.com hPp://en.wikipedia.org/wiki/Crowdsourcing hPp://en.wikipedia.org/wiki/User-generated_content hPp://en.wikipedia.org/wiki/Social_media hPp://en.wikipedia.org/wiki/Social_marke+ng hPp://en.wikipedia.org/wiki/Inuencer_marke+ng hPp://www.trendwatching.com/trends/transparency.htm hPp://www.trendwatching.com/trends/customer-made.htm
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