Pertemuan Keduapuluhlima
Marketing Strategies for The New
Economy
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Threats or Opportunities?
• Increasing returns to scale of network products:
– A product becomes more valuable as the number of
users increases. When combined with the syndication
of informational products, this characteristics has led
to the seemingly crazy strategy of giving one’s
internet product away for free.
• The ability to efficiently personalize and
customize market offerings:
– In today’s highly competitive markets, personalization
and customization can help build customer loyalty
and make it less likely for customers to switch to other
suppliers.
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• Disintermediation and restructuring distribution
channels:
– The internet makes it possible for marketers to reach
customers directly, without the expense or
complication of distribution channels.
• Global reach:
– With the internet and other new-economy
technologies, typically there is no extra cost entailed
in making information, digital goods, or services
available anywhere one can gain access to the web.
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Marketing Application for New
Economy Markets
• Consumer experience process:
– Communicating one’s wants and needs to
prospective sellers; moving through the awareness,
purchase, and delivery processes; obtaining any
necessary service or support after the purchase to
support its use or consumption; and returning or
disposing of the product.
– Viral marketing whereby consumers are encouraged
to spread the word about a web-based marketer.
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Questions for New-Economy
Marketing Decisions
• Can we digitilize this stage or flow?
• Can we do so first, and or be proprietary?
• How valuable and time-critical is what kind
of information?
• Can we reach and build relationships with
our target market?
• Measurably effective?
• Measurably efficient?
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Serving The Dot-com Market
• Selling content:
– Charge for receipt of updated information on a
particular topic or a broad range of topics for a
specified period
– Charge a fee for attendance at an online event.
• Organizing communities:
– Collect a fee for hosting a banner advertisement or
special promotion
– Collect a fee for an exclusive partnership relationship
– Collect a fee each time a visitor clicks through from
site to another company’s site.
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Conclusions:
• Internet is better suited for delivering
measurable marketing results as is direct
marketing.
• Self-diagnostic questions to test
company’s ability to apply the analytical
tools and concepts must be undertaken.
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