Marketing in a Digital World

4 P’s: Product, Price, Place, Promotion

Crow (founding as an innovative strategy (Wikipedia as an example). Using the skills by
calling lots of people to develop a research/product/idea through using some Incentives or
stimulus like money or, as Android and Wikipedia, opensource. Not all jobs require to be
co-produced, there’s sometimes that you just need some particular tasks. It’s more accurate
for education or ONGs, or not lucrative projects. The intellectual property it’s hard to
control.

Module 1
The product can be a tangible object, but could it be too a service or an idea.
Can be functional or symbolic.
Key concepts:
- Product development
- Brand management
Innovation for the success of any product (Google, Apple). The creation of new business
models. Now are more focused in improving old products than the creations of new ones.
Amply the target segments (coke cherry, coke zero, coke light, etc).
Stage-gate method: product development moves systematically in certain number of stages.
Some consumer give input in the beginning and the end.

Talking about Brand management identified as a name, image or logo. Can be tangible as
taste, colour. All these things influences on consumers decision. Bran equity is when the
reputation of one brand led to the change to have higher prices, more loyalty more profits in
comparison to other generic brands in the same category.

Now, with digital marketing, these things are changing. Before the inputs of consumers
used to be required in the testing stage and market stage. Threadless, for example, all of its
t-shirts are designed by its own customers. Based totally in co-creation process.

Percentage of customers who read the reviews of brands/products: 84% look at reviews
online.

Digital concept: Customer Co-creation

The customers assist the brand to create its products, usually using a web-based platform.
To get out of the bubble. Helps to the innovation process, because it’s better to find out
outside the brand, than inside of it.
Examples: Sun Microsystems, Apache, Game Little Big Planet.

A. Steps involve in Co-creation: two key steps. 1 the firm must convince its customers
to share their ideas. 2. The selection of the most valuable contributions of the
customers.
These two steps are challenging task. First the customers don’t have to much time to share
their ideas. The second thing it’s hard to select good contributions. The problem is those
ideas can be hard to receive for the rest of customers, and the selection has to be managed
really carefully because the loyal customers who sent you their contributions have to accept
the rejection without feeling unappreciated, something that affects the loyalty.

B. How to engage customers in this ideas? There’s main strategies to make them to get
engage: 1.- social recognition. 2. – Financial rewards. Usually for the customers
whose ideas were selected.
Meshing isn’t Co-Creation. Tinkering, Collaboration and Co-designing.
Threadhless it’s a tinkering.
Submitting it’s the most constrained of the customers co-creation.

Collaborating Tinkering Sharing Co-designging

More in an earlier The firm release the A small group of The community has
stage of final product. The selectors, usually a strong voice in
development. firm doesn’t change. firm executives, are selecting the
Contributors can be the ones who select products.
part of the project the product
team.
The firm propose the parameters of the Users submitting ideas and then there’s a
product since the beginning. selection process.

Co-creation research it’s developing and emerging.

The most successful firms are the ones who are more open and transparent to share the way
the co-creation it’s stablish with the customers.
Tipds for brands:
1. ‘The rule of one’: only 1% of submissions are useful and implemented.
2. Authenticity it’s critical for the customers attraction.
3. ‘Patches and badges’: to make them feel rewarded and valuated. Recognition.
4. No be a ‘bad guy’: don’t alienate the customers. In those cases the valuation of
community can help to get away of this risky situation.
Local Motors projects
Uses

Second part
A doppelgänger brand image is a collection of disparaging images and stories about a brand
circulated in popular culture by a loosely organized network of anti-brand activists,
bloggers, and opinion leaders.
DBI
Most brand focus on developing nonphysical atributtions of the products they offer so they
can differentiate from the rest of brands. This focus urally is the emotional appeal
It is like a remix of the log-images of the brand.
Use it through the perception of a bran as nonauthentic. Focused on large well-known
brands.
Commonly created as a form of individual protest.
Monitor Digital Cues (Search)
DBI can be a threat or relevancy.
Brands have to identify the avoiders: track the consumers avoid the brand because of the
DBI. Against this the brand develops a viral marketing campaign.

Legos Ideas, 2014: submit new product concepts for Lego and fans support the ideas.