Comunicare Business 20
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The document discusses trends in marketing and communication, specifically the shift from traditional to integrated marketing driven by new technologies and consumer behavior. It notes that consumers now have more control over the channels and content they access, requiring marketers to integrate all communication. The rest discusses using a Web 2.0 approach to build an online community for winter sports enthusiasts in Romania, outlining the platform, benefits for members, and marketing strategy. The goal is to quickly build a critical mass of 1,000 members to allow user-generated content to spread the word.
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Comunicare Business 20
- 2. Marketing vs. business 1. Business role = value (customer) 2. Business mechanism= marketing & innovation 3. The rest are costs Marketing is the distinguishing, unique function of the business- Peter Drucker father of Business Consulting
- 3. Tipare de comunicare vs. infrastructura 1 la multi 1 la 1 multi la multi apare presa, TV, radio apare telefonul , internet 1.0. web 2.0., smartphone
- 5. Trend si evolutie in marketing pasiv activ 1960 1990 1993 Chekitan Niel Borden Lauterborn, Dev si Don from James University of Schultz Cullinton North Carolina North Western (Harvard Consumer University, Illinois Business School, focused Consumer Boston) focused, more Eugen active McCarthy Top-down Company-out
- 6. web-ul
- 7. 2. Marketing trends & news "The customer can now seek out a myriad of products, services and suppliers via a multitude of communication channels. As a result, every marketer, every agency now faces the 'integration challenge'. They must learn a new approach that aligns, combines and integrates every form of communication. The days of traditional marketing are over. Technology ended them! They will not return! * Prof. Don Schultz - father of Integrated Marketing Communication concept (comunicare integrata de marketing) *1993, Integrated Marketing Communications, NTC Business Books)
- 8. Web 2.0.
- 10. What the f word is web 2.0.? Tim OReilly - the guilty one Movie: what is web 2.0.? 30 sec
- 11. Ingrediente WEB 2.0. (exemple) piata Servicii/ Structura tehnologie B consumatori beneficii folosita Retele U matrimoniale Java recomandari sociale S I muzica rss cautari wiki N fotografie flash shopping sharing E S video tagging data mining portal S carti Ajax discutii comunitate 2. electronice Streaming publishing magazin 0. turism voip mesagerie Podcast/ videocast Retele muzica Ajax streaming recomandari sociale fotografie tagging rss cautari comunitate
- 12. Premise Piata target: aprox 2 mil pasionati de sporturi de iarna, de zapada, clapari, boots, adrenalina, distractie si alte nebunii. Peste 600,000 de romani pleaca anual la schi si snowboard in afara tarii Profil: 18 40, AB +, utilizatori internet, sporturi individuale, comportamente de grup(triburi) Variante: publishing, forum, shop, agentie de turism.
- 13. Ingredientele: web 2.0. flash socializare Sporturi de tagging recomandari Retele sociale iarna rss shopping . . Acces Beneficii direct la Distractie, materiale birourile party, ture pentru de turism impreuna, membrii din afara nebunii. retelei tarii Beneficii pentru membrii retelei
- 14. Whats cooking ?
- 16. 10 11 mil useri , ecosistemul: urban + rural - piata .ro - web 2.0. based 400,000 membrii peste -Facebook + 18 ani -Twitter -Infrastructura internet Romania locul 4 in lume la infrastructura -Situri partenere de interes pt membrii de broadband -Reteaua proprie de publishing (GPA)
- 17. How to and how to NOT: Platforma + plugins: 1200 EUR Instalare cu echipa de suport in ro: 250 EUR Instalare ca serviciu inclus: 50 EUR Design Tripmedia.ro: 500-1000 EUR Webmaster : 1500 EUR Management proiect start (evaluare h): 2500 EUR Consultanta proiect (evaluare h): 4000 EUR Costuri operationale: 1500 EUR Buget promovare: 5000 EUR Total investitie initiala: 15 000 EUR 20 000 EUR
- 18. Pozitionare: Hailaschi.ro - cea mai nebun comunitate de zpari! Dictionar: Zpar = personaj misto, el sau ea, cool de tot, care se d pe zpad cu schiuri sau cu placa! De regula il gasesti pe partie cu mentiunea ca uneori il gasesti off-piste, extreme sau in indoor snowpark-uri. Seara in skipub la petreceri nebune. Canale de comunicare: social media, site-uri partenere, mass-media (comunicate de presa) , evenimente de sezon, parteneri media Snow Show , advertoriale, email . Visual: banners, widgets Marketing si web marketing: masa critica 1000 membrii (suntem aproape 200, dupa prima saptamana de la lansare beta) Comunicarea va fi preluata de membrii retelei, lasand controlul informatiei proprii fiecarui membru, rolul nostru fiind doar de a ne asigura ca vor exista beneficiile promise si ca se respecta intimitatea membrilor din retea.
- 19. BENEFICII: Acces Beneficii Distractie, direct la materiale party, ture birourile pentru impreuna, de turism membrii nebunii. din afara retelei tarii TIROL (confirmat) Propuneri, idei? Doritori?
- 20. Ma numesc Codrut Precup (google me) si va astept la o cafea cu aroma decomunicare integrata de marketing! Office: Avram Iancu 50, 1A, Brasov Email: office@markinstinct.ro Tel: 0729 97 8004 www.markinstinct.,ro www.codrutprecup.ro Twitter.com/markinstinct Linkedin.com/in/markinstinct