Small Business Competitive Advantage in a Mobile Flat World
Recent presenation on the challenges and opportunities of Internet Marketing and SEO in the current Mobile Flat World
Acknowledgements to Thomas Friedman author of The World is Flat and Mary Meeker now a a partner at the Silicon Valley venture capital firm of Kleiner Perkins Caufield & Byers.
Globalization 1.0 (1492-1800): With exploration the kingdoms in Europe pursued global expansion that included discovering and controlling international trade.
Globalization 2.0 (1800 – 2000): Multinationals followed their countries and took over international trade.
Globalization 3.0 (2000- ): Individuals of diverse backgrounds able to collaborate and compete globally and mobile / wireless speeding up change.
With Globalization 3.0, “playing field” has been leveled
New Rules for Marketing in the Flat World
Target segments start with dialogue with one person
Think Customer Needs as build Customer-Led positioning
Global Branding now live in the portfolio
Its a Consumers Choice and Input to innovation through customization
Pricing must be Flexible in the new comparative world, dynamic like rest of marketing mix
365/24/7 Communication and Distribution with Integrated supply chain
Advertising / Branding as interactive and integrated marketing, communication, education and entertainment
Marketing Research is knowledge creation, there are no secrets
Scale allows experimentation to learn from mistakes!
New Business Strategy process and struggle …….where is IT?
New Organizational Structure – brand, internet, website, marketing – who manages what? A role for a “Chief Integration Officer”?
Internet Marketing - Dynamic and Global
SUMMARY - Small Business Competitive Advantage in a Flat World
Have an OPEN MIND but GET INVOLVED to be PART of the DYNAMICS
Develop CLEARER RELEVANT POSITIONING of BUSINESS PROPOSITION and BENEFITS to Target Audience / Market
Set Goals ………..Use metrics…….Measure Improvements
Focus on Competitive Advantage…..Point of Difference
Find the Best Knowledge Source…..keep up to date with changes & opportunities
Find How to Help People…in Business and Social….
Not Everything on it’s own has an ROI……Total Picture / Holistic
See complete presentation www.proteusism.com
About John Cullen
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