Теми
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Lectures take place 6pm - Wednesday - Hall 506, Building 2 or at https://uws.zoom.us/j/89299819355 (Password: 200200) / Meeting ID: 892 9981 9355
Most of you will be graded based on our in-class discussions!
Please all of you - still not having a final grade - submit till the end of semester a case analysis by choosing one of the following five cases on Moodle OR come to an oral exam (announced in last semester week)!
Submission formats:
- a 20 lines paragraph (MS Word, TimesNewRoman 12pt)
OR
- a video clip (ca. 2 minutes), uploaded on YouTube and the link submitted on Moodle.
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Marketing in the Age of Google and Facebook
Consumers increasingly depend on online tools to locate products, services and information. Search engines and Social Networking platforms continue to "take over" traditional means of reaching customers, such as newspapers, phone books or television. But unlike those traditional means, getting in front of consumers through search engines and SNS doesn’t require a huge marketing budget.
Could we be witnessing the decline of the Facebook-Google duopoly covering nearly 99% on the 2017 advertising arena?
We’ve seen glimmers of it, as publishers like Meredith position themselves for first-party ad revenue potential. Firefox took aim at it with their proposal for an ad-free internet experience, and other media brands are shying away from third-party platforms to unlock the paid content potential of their user data.
Experience teaches us how monopolies rise and decline. Nothing in the market hierarchy lasts forever. Just think for a moment about AOL or Napster,. MySpace or Friendster!
2019 Facebook and Google increased their market share to about 60% combined and there are no signs of slowing down. But Amazon continued growing more than 50% in 2019 to occupy almost 9% of the ad market.
Democratization of ad data as a fresh wind brings big brands to demand more access to their own data. Customer data platforms make it possible for any size brand to understand and leverage its own data for insights.
Shifts in the regulatory landscape put more pressure with formal antitrust probes on Facebook and Google and their attempts to lock out competition.
New competition, such as TikTok, Netflix, Amazon Prime and Disney Plus bring our media consumption habits into becoming more fractured and refined every day. Seems like the future belongs to those who can raise the growth on the boundary between creative content and tech innovation engaging a globally relevant target audience.
Read in detail about the reimagining of advertising 'breaking through' the advertising wall of the 21st century "united kingdom".
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Introduction in the Marketing Mix
Before we go into all the elements of the marketing mix, and to avoid confusion between the 4p's, 7p's and even the 4c's – you should pay attention at the image below to understand what makes up the entire marketing mix.
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Customer Experience - Design and Context
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Designing Digital Experience and Elegance
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