Digital Start Up and Digital Marketing Topic

1. A Marketing Journey
Conventional, Disruptive & Digital Marketing
Elga Yulwardian, MM, MBussIT
Jakarta 12 September 2014
PelitaHarapanUniversity Graduate School of Management

2. DiscussionAgendaStart Up Company Marketing in Common Digital & Disruptive Marketing StrategyDiscussionObjective•Understand implementation of traditional / generic marketing strategy in the real world (using Start up company as an illustration) •Realize some altered momentum of differentiation marketing along certain timeline•Increase knowledge and understanding of the essential of digital marketing in today marketing strategy

3. Marketing in Common

4. Marketing Mix
7 Ps is an extension of 4Ps Marketing Mix by E. Jerome McCarthy
Advertising
Public Relation
Personal Selling
Sales PromotionPromotional Mix

5. Start up Marketing Practice in Common
Create the market
No marketing budget
Limited human resource
Market Growth
Distribution focus
Distributors based penetration
Expense to maintain distributors
Price is controlled by distributors
“distributors incentive trap”
Founded
Product (no research)
Price (by intuition)
Place (distribution)
People
Process
No Promotion
No Physical Evidence
Some free cash flow
Very simple media ads
Very simple promotion
Promotions: the distributors' request
Market Maturity
Some competitors coming into market
Start to create marketing initiatives
Allocate higher marketing spending
Expand its distribution channel more deeply into retail
Product (advance)
Price (hard to change)
Place (penetrate retail)
People
Process
Promotion (enhance)
Physical Evidence (initial)
What Next?

6. Diversification

7. Disruptive Marketing

8. In Digital Era?
In similar situation:

9. Marketing Mix
7 Ps is an extension of 4Ps Marketing Mix by E. Jerome McCarthy
Advertising
Public Relation
Personal Selling
Sales PromotionPromotional Mix

10. Indonesia Digital Landscape
Lebih dari 60 juta Pengguna Internet
www.InternetWorldStats.com, 2012
Lebih dari 54 juta Pengguna Facebook
www.Facebook.com, 2012
Indonesia memiliki:
Jakarta adalah Kota No 1 Dunia dalam jumlah Tweet
www.SocialBakers.com, 2012
Lebih dari 90% mengakses Social Media
Mark&PlusSurvey, 2012

11. Is Digital Marketing
that Simple?

12. Picture source: kewmarketing.com

15. Corporate Organization

16. Corporate Strategy

17. What About
the Customers?

18. Source: Harvard Business Review, December 2010, p.64The customers' decision journeyis very different now!
Source: www.strotherweinberg.com
Source: Harvard Business Review, December 2010

20. Corporate Strategy

22. And also, their fingers’ power!
Example:
Maldives
Marriage

23. Case Study: Maldives Marriage Insult
October 2010.
The French couple paid for US $ 1500 for the wedding
Abusive and abhorrent local Dhivehi language on the wedding vows
The incident impacted to the Maldives tourism performance.
Source: Ministry of Tourism, Arts and Culture,
Republic of Maldives

24. Case Study: United Breaks Guitars
"United Breaks Guitars" is aprotest songby Canadian musicianDave Carrolland his band,Sons of Maxwell; witnessed baggage handlers throwing his $3,500 Taylor guitar. It chronicles a real-life experience of how hisguitarwas broken during a trip onUnited Airlinesin 2008.
United Airlines stock price plunged 10% costing shareholders $180 million.

25. The customers' behavior has changed
Source: Alyson Stone, Desk.com

26. The customers’ Alter Ego : They can be anyone on the net

27. Digital is a disruptive technology
That enable disruptive marketing strategy

28. Disruptive content marketing

30. One Red Paper Clip

32. Ririn Dumin

34. Disruptive co-creation marketing

35. Vans.com

36. Gantibaju.com

37. Disruptive community marketing

39. Woot.com

40. Disruptive marketing analytics

42. Effective Measure

43. There are many analytical tools that can provide interesting information related to digital community
The graphic is a result of Gephisoftware that is run my facebooknetwork data.

44. Disruptive marketing targeting

45. Source: Admax Network

46. Re-targeting

47. Disruptive movement marketing

48. www.dukungIndonesia.comachieved Bronze Medal –Pinasthika Award 2011for category Digital Marketing
(in this case, the was no Gold and Silver winner)

50. Disruptive customer service

51. Dedicated Resources
Zapposis also very well-known company that is successfully create social culture in their organization. All of Zapposemployees are functioned as customer services and deliver happiness to their customers.

52. Crowdsourcing Platform

53. Dedicated Social Media Customer Service

54. http://www.jabberwacky.com/george

55. Dedicated Resources
Dell is one of the most advance company in implementing Social Customer Care. The Dell Social Media Command Centre is very popular as a dedicated resources for this matter.

56. Best Practice Benchmark

57. Social Media Platform
Picture source: www.moxiesoft.com

58. No choice but implement!

59. The voice of top management

60. In late 2009, Forrester published a white paper,No Media Should Stand Alone –An Empowered Report.Defining the Roles of Owned, Earned, and Paid Media in Online Marketingby Sean Corcoran

61. Digital Marketing Journey
Foundation:
Grand Strategy Development
Own Media
Streamlining
Share Media
Optimization
Media Placement
Optimization
1stPhase
Acceleration:
Initiate Digital Connection
2ndPhase
Digital Activation
Enhancement
Digital Media
Partnership
E-Commerce
Collaboration
Synergy:
Create Digital Ecosystem
3rdPhase
Owned Digital
Crowdsourcing
Platform
Cross Media
Campaign
Enable
E-Commerce
Sustaining:
Maintain and Innovate
4thPhase
3-5% of overall marketing budget
5-7% of overall marketing budget
About 10% of overall marketing budget
> 10% of overall marketing budget
Community
Evangelist
Strategy
New Media
Campaign
Digital Strategy Journey Model

62. Best Practice Benchmark

63. Social Media Platform
Company have to be very careful in investing and implementing their Social Media Platforms.
Follow the mainstream platform, to some extent is the safest way.

64. Thank you and let’s discuss