Post on 01-Dec-2014
description
Web 2.0: a real marketing opportunity for startups?
Director: Professor Jean-‐Pierre Baeyens Commissioner: Professor Philippe Bilitau Jury President: Professor Eric De Keuleneer
Marie-‐Laure Cruyt
1
AGENDA
The Web 2.0 context
Web 2.0 opportunities for startups
The limits of Web 2.0 opportunities
Conclusion
2
THE THREE DIMENSIONS OF WEB 2.0
The Smart Web
The Participative Web
The Social Web
Search Engines
Databases
Reviews Wikis
Folksonomies
Social Networks Blogs
Online Communities
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
MARKETING
WEB ANALYTICS
CONTEXT OPPORTUNITIES LIMITS CONCLUSION
3
WEB 2.0
THE LEAN METHODOLOGY
ACCURATELY DEFINE MARKET
CONSTANTLY TEST SOLUTION
SCALE
CONTEXT OPPORTUNITIES LIMITS CONCLUSION
4
Search Engine Marketing
Target users according to their needs
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
Search Engine Marketing
Target users according to their needs
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
Search Engine Marketing
Target users according to their needs
Social Media Marketing
Target users according to their interests and profiles
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
Search Engine Marketing
Target users according to their needs
Social Media Marketing
Target users according to their interests and profiles
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
Search Engine Marketing
Target users according to their needs
Social Media Marketing
Target users according to their interests and profiles
Web Analytics Target users according to their behaviour
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
Search Engine Marketing
Target users according to their needs
Social Media Marketing
Target users according to their interests and profiles
Web Analytics Target users according to their behaviour
Fine-‐tuned and engaging communication
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
5
WEB 2.0 INTRODUCES A PANEL OF COST-‐EFFECTIVE TARGETING TOOLS
Search Engine Marketing
Test different messages and solutions
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Search Engine Marketing
Test different messages and solutions
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Search Engine Marketing
Test different messages and solutions
Social Media Marketing
Gather dynamic and honest feedback Co-‐create value
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Gather dynamic and honest feedback Co-‐create value
Search Engine Marketing
Test different messages and solutions
Social Media Marketing
Number of votes
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Gather dynamic and honest feedback Co-‐create value
Search Engine Marketing
Test different messages and solutions
Social Media Marketing
Web Analytics Test different lay-‐outs
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Gather dynamic and honest feedback Co-‐create value
Search Engine Marketing
Test different messages and solutions
Social Media Marketing
Web Analytics Test different lay-‐outs
Picture
Button
Text ... Picture
Button
Text ... VS.
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Gather dynamic and honest feedback Co-‐create value
Search Engine Marketing
Test different messages and solutions
Social Media Marketing
Web Analytics Test different lay-‐outs
Accelerated learning cycle and limited sunk costs
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
6
WEB 2.0 OFFERS A FLEXIBLE AND REACTIVE TESTING ENVIRONMENT
Search Engine Marketing
Expose message to a global market
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
7
WEB 2.0 INTRODUCES UNPRECEDENTED GROWTH OPPORTUNITIES
Search Engine Marketing
Expose message to a global market
Social Media Marketing
Spread content virally Amplify word-‐of-‐mouth
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
7
WEB 2.0 INTRODUCES UNPRECEDENTED GROWTH OPPORTUNITIES
Spread content virally Amplify word-‐of-‐mouth
Search Engine Marketing
Expose message to a global market
Social Media Marketing
Web Analytics Introduce Growth Hacking techniques
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
7
WEB 2.0 INTRODUCES UNPRECEDENTED GROWTH OPPORTUNITIES
Spread content virally Amplify word-‐of-‐mouth
Search Engine Marketing
Expose message to a global market
Social Media Marketing
Web Analytics Introduce Growth Hacking techniques
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
7
WEB 2.0 INTRODUCES UNPRECEDENTED GROWTH OPPORTUNITIES
Spread content virally Amplify word-‐of-‐mouth
Search Engine Marketing
Expose message to a global market
Social Media Marketing
Web Analytics Introduce Growth Hacking techniques
Easier leap from early to mainstream market
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
7
WEB 2.0 INTRODUCES UNPRECEDENTED GROWTH OPPORTUNITIES
Search Engine Adverts
• A few dollars only
• Charged per click
• No heavy upfront costs
Blogs & Social Media profiles
• Free of charge
Analytics Solutions
• Low-‐cost • User-‐friendly • Powerful
Mitigation of the startup resource poverty
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
8
WEB 2.0 MARKETING OPPORTUNITIES COME AT A VERY AFFORDABLE PRICE
Zenith Optimedia; April 2014
Share of global adspend per medium
OPPORTUNITIES CONTEXT LIMITS CONCLUSION
9
TRADITIONAL MEDIA APPEAR TO BE MORE EXPENSIVE
Television
Print Advertising
Desktop Internet
Other
40%
32%
18%
10%
Search Engine Adverts
• Cost per click can be very high
• Mistakes are costly
Blogs & Social Media profiles
• Very time consuming
Analytics Solutions
• Complex manipulation for granular insights
• Expertise required
Investment in adequate human resources required
LIMITS CONTEXT OPPORTUNITIES CONCLUSION
10
WEB 2.0 MARKETING OPPORTUNITIES ARE PEOPLE-‐INTENSIVE ACTIVITIES
VISIBILITY
NUMBER OF SITES
Small number of highly visible sites
Large number of barely visible sites
11
LIMITS CONTEXT OPPORTUNITIES CONCLUSION
SEARCH ENGINES FOLLOW A POWER LAW OF DISTRIBUTION
Illustration of the power law of traffic distribution by Search Engines
SOCIAL MEDIA ARE SHIFTING TOWARDS PAID MEDIA
12
LIMITS CONTEXT OPPORTUNITIES CONCLUSION
SOCIAL MEDIA ARE SHIFTING TOWARDS PAID MEDIA
0%
2%
4%
6%
8%
10%
12%
14%
Oct'13 Nov'13 Dec'13 Jan'14 Feb'14
Average organic reach of content published on Brand Facebook Pages
Social@Ogilvy: February 2014 13
LIMITS CONTEXT OPPORTUNITIES CONCLUSION
MULTI-‐CHANNEL COMMUNICATION IS INEVITABLE
Percentage of total marketing budget spent in digital marketing according to firm evolution
Marketo May 2011 14
LIMITS CONTEXT OPPORTUNITIES CONCLUSION
IN A WORD
Web 2.0: a real marketing opportunity for startups?
YES, BUT...
Niche domination strategy
15
CONCLUSION CONTEXT OPPORTUNITIES LIMITS
Affordable Lean People-‐intensive
Elitist
TOWARDS WEB 3.0
31
CONCLUSION CONTEXT OPPORTUNITIES LIMITS