Erdelyi, Peter

English

Bournemouth University Research Online

www.bournemouth.ac.ukDesigns on e-communications:Assembling knowledge networksPeter ErdélyiSenior Lecturer in Strategy & Marketing18 March 2008www.bournemouth.ac.ukwww.bournemouth.ac.ukDefining e-communications• E-communications:• Electronic marketing communications using the Internet• Marketing communications (promotional) mix:• Advertising• Direct marketing• Sales promotion• Personal selling• Public relations and publicity• Brandwww.bournemouth.ac.ukBrand imagewww.bournemouth.ac.ukInitial questions• What’s so special about the Internet as an electronic medium?• What can the Internet and e-communications do for small firms?• Do I need to be a techie to use e-communications successfully?• Which trends to watch out for?www.bournemouth.ac.ukDesigning an assemblage for e-communications• Assemblage: a knowledge network• Key members:• Web designer (web & IT service providers)• E-commerce strategy consultant• Search Engine Optimisation (SEO) advisor• Suppliers, logistics providers• Industry and governmental support organisations, universities• Customers, fans, affiliates, associateswww.bournemouth.ac.ukInnovation as co-creation• Involving customers in innovation• Co-creation: creating content and developing knowledge together• Tools:• Blogs, wikis, social tagging, RSS feeds• Customer reviews• User forums, bulletin boards• Social networking sites• Tests, experimentswww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukwww.bournemouth.ac.ukManaging knowledge flows• Encourage knowledge flows within the assemblage• Involving web developer, SEO, e-commerce advisor, industry support groups, governmental support organisations, universities, suppliers, customers, fans etc.• Assemblage needs ongoing performance, maintenance and repair• Get scientific with Google Analyticswww.bournemouth.ac.ukwww.bournemouth.ac.ukTrends and implications• Bill Gates’s prediction (January 2008):• Keyboard and mouse gone in 5 years• Instead: touch, vision and speech• Social media:• July 2005: News Corp acquires MySpace• March 2008: Time Warner's AOL acquires Bebo• Facebook - “social shopping” (e.g. Amazon)• Search and web services:• Google monopoly• February 2008: Microsoft bids for Yahoo!www.bournemouth.ac.ukQuestions for discussion• Who are the key members of your existing knowledge network? (for reflection only)• What are your knowledge needs for improving your e-communications?• What opportunities could there be to foster innovation as co-creation with customers?• Which emerging technologies seem most promising for your e-communications needs?

Designs on E-Communications: Assembling Knowledge Networks

Abstract

Similar works

Full text

Available Versions

Bournemouth University Research Online