19-1 Chapter 19 The Role of Technology in Sports Marketing Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Slides:



Advertisements
Similar presentations
Lecture 2 - Revenue Models
Advertisements

The Internet and Interactive Media Utterz, MocoSpace, Twango, Moshand Interactive The Internet and Interactive Media Utterz, MocoSpace, Twango, Moshand.
Internet Applications
The Four Domains of Sports Marketing
Chapter 14 E-Business.
SEM A – Marketing Information Management (MIM)
Consumer Behavior: Meeting Changes and Challenges
4-1. Business in a Changing World McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 4 Managing Information.
Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 16.
E-Active Marketing Chapter 9. Chapter Overview Internet has changed U.S. culture Global customers, competition E-active marketing  e-Commerce + Interactive.
Chapter 9: INTERNETADVERTISING 9.1. Overview of Cyberspace INTERNET BASIC PARTS The Internet The Internet Electronic Mail ( ) Electronic Mail ( )
Marketing through Sports Using Mainstream Strategies
Copyright © 2004 Pearson Education, Inc. Slide 1-1 E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. Second Edition.
21-1 Chapter 21 The Role of Technology in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
The Internet and Interactive Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
10.1 © 2007 by Prentice Hall 10 Chapter E-Commerce: Digital Markets, Digital Goods.
17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
16-1 Chapter 16 Developing a Promotional Strategy for the Marketing of Sports Products Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
COMPUTER APPLICATIONS TO BUSINESS ||
 Digital marketing: Uses digital media to develop communications and exchanges with customers  Electronic media (E-marketing): Refers to the strategic.
© 2006 Pearson Education Canada Inc Canadian Advertising in Action Chapter 12 Internet Communications.
E-Business / E-Commerce Marketing in the Digital Age
1 Chapter 22: Social Media and Marketing Copyright Cengage Learning 2013 All Rights Reserved Introduction to Designed & Prepared by Laura Rush B-books,
7 - 1 Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 5 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
ELECTRONIC COMMERCE MIS E MARKETING LECTURER INCHARGE- ALM AYOOBKHAN
Chapter 15 Using Digital Interactive Media William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies,
1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.
E-Commerce. What is E-Commerce Industry Canada version Commercial activity conducted over networks linking electronic devices (usually computers.) Simple.
Copyright © 2012 Pearson Canada Inc. CHAPTER 12 Interactive Media 12-1.
Information Systems workshop Is TV as we know it gone? Role: CBS Team 1: Cristian, David G., Fabio B., Fabio P., Manuel, Roseane Professors Sandra Sieber.
Direct and Online Marketing: The New Marketing Model
Planning the Promotion Advertising and Sales Promotion 2 Public Relations and Personal Selling.
Retailing Management 8e© The McGraw-Hill Companies, All rights reserved CHAPTER 2CHAPTER 1 CHAPTER 3 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill.
Chapter 11 Marketing Plans. Chapter Overview Lesson 11.1 Promotion Lesson 11.2 Marketing Research Lesson 11.3 Developing a Marketing Plan Lesson 11.4.
Lecture 2 Title: E-Business Advantages By: Mr Hashem Alaidaros MIS 326.
Chapter 9 Interactive Marketing and Electronic Commerce.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 15 Using Digital Interactive Media.
© 2013 South-Western, a part of Cengage Learning. All rights reserved. Chapter 14 | Slide 1 Understanding Information and e-Business Chapter14.
Online Goods and Services. Topics Online Shops and Physical Goods Online Shops and Physical Goods Booking Systems Banking Education and Training Gaming.
SERVING THE SPORTS COMMUNITY ONLINE SINCE website: telephone: The esportsdesk.com League.
Marketing Management Online marketing
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin The Internet and Interactivity.
© Olena Chernenko/Vetta/Getty Images Lamb, Hair, McDaniel Chapter 18 Social Media and Marketing © Cengage Learning All Rights Reserved.
The Internet and Interactive Media 15 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Module 3: Business Information Systems Chapter 8: Electronic and Mobile Commerce.
Laudon & Laudon: Canadian Edition
Copyright© Genetic Computer School Singapore.2009 MIS8 Page-1 Lesson 8 E-Commerce: Digital Markets.
2-1 Chapter 2 Marketing Through Sports McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
2.05 Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making.
The Digital Revolution and The Global E-Marketplace Chapter 25 Matakuliah: J0474 International Marketing Tahun: 2009.
9-1 Chapter 9 The Internet.
E-commerce 24/12/ Electronic Commerce (E-Commerce) Commerce refers to all the activities the purchase and sales of goods or services. Marketing,
Copyright © 2007 Pearson Education Canada 15-1 Direct Response Communications Messages communicated directly to prospects that generate a measurable response.
Chapter Ten Internet and Nontraditional Media. Prentice Hall, © Interactive media can be defined as: a) Radio programming that is divided into.
E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS Part-I.
Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.
Chapter6: E-Commerce Web Sites HNDIT11062 – Web Development 1.
E-Commerce & M-Commerce. Introduction Electronic commerce, commonly known as e- commerce, It is a type of industry where buying and selling of product.
Foundations of Information Systems in Business
Chapter New Media and International Sport James Santomier, PhD; Joshua A. Shuart, PhD; and Artur Costabiei, MA C H A P T E R.
EVENT DISTRIBUTION Sports Entertainment and Recreation Marketing.
The FAN Strand 5 Standard 1 and 2.
Broadcast Rights and Revenue
Business Model FIFA KEY PARTNERS KEY ACTIVITIES OFFER
Business Model FIFA KEY PARTNERS KEY ACTIVITIES OFFER
Presentation transcript:

19-1 Chapter 19 The Role of Technology in Sports Marketing Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

19-2 Technology – The Internet and Beyond Technology Has Impacted Virtually Every Aspect of Every Organization Sport Is No Different in this Regard

19-3 Foundation for the Internet: Five Key Questions Why? Who? What? Where? How?

19-4Why? Will It Enhance Marketer’s Image? Will It Augment Other Strategic Initiatives? Will It Result in Increased Demand?

19-5Who? Who Will Utilize the Site? Is It Open to Everyone? Will It Target Adults or Kids – or Both? What Other Web Sites Will be Linked to It?

19-6What? What Is the Site’s Core Purpose? How Will It Impact the Target Market?

19-7Where? Where Will Users Gain Access to the Site? Where Will Site be Developed and Maintained?

19-8How? How Will Users Receive the Information? How Will the Site be Developed? How Will the Site be Evaluated?

19-9 Types of Sites in Sports Marketing Drop in Box 19.2 Here

19-10 Content Sites Large Information Base Often Extensions of Traditional Media –General Publication: New York Times –Sports Oriented Publication: Sporting News –General Broadcast Media: ABC TV –Sports Broadcast Media: ESPN

19-11 Team or League Sites Also Includes Sports Organization Sites Wide Range of Organizations from Local Recreational Bowling League, to an NHL Team, to the NBA, to FIFA. Information on Players, Awards, Results, Schedules, and Merchandise Sales, etc.

19-12 Commerce Sites Virtual Storefront Often Sell Officially Licensed Merchandise

19-13 Gambling Sites Not Generally Embraced as Sports Sites High Growth Rate Provide Information as Well as Wagering Generally Require Some Sort of “Membership” or Registration

19-14 Revenue Models – Content Sites Online Advertising or Sponsorship –Banner Ads –Ad Badges Subscription Fees –Subscribers Can Drill Deeper for Content E-Commerce –Products Available for Purchase

19-15 Advertising Fees Bases for Rates Charged to Advertisers –CPM Cost Per 1000 Visitors to Web Site –Click-through Fee Charged for Each Visitor Who “Clicks through” to Link to the Advertiser’s Web Site –Flat Rate Fixed Sum for the Advertiser

19-16 Revenue Models – Team & League Sites Online Advertising or Sponsorship Subscription Fees Fee-Based Access for Audio & Video E-Commerce

19-17 Revenue Models – Commerce Sites Sales Revenue Commissions Online Advertising or Sponsorship

19-18 Revenue Models – Gambling Sites Wagers Subscriptions Online Advertising

19-19 Communications Objectives for Sports Marketing Web Sites Drop in Table 19.1 Here

19-20 Web-Based Objectives Drop in Box 19.3 Here

19-21 Provide Information Information 24/7 No Geographic Limitations Can Drill Deeper than Traditional Media

19-22 Provide Information Drop in Table 19.2 Here

19-23 Information-Based Web Sites Drop in Table 19.3 Here

19-24 Facilitate Distribution Virtual Box Office Ticket Sales and Exchanges for Season Ticket Holders Audio and Video Streaming –Live Action –Replays of Past Action (Video-on-Demand)

19-25 Enhance Customer Relationship Management One-Way Communication Interactive Communication One-to-One Marketing (Customization) Domain

19-26 Relationship Marketing: Australia’s National Basketball League Drop in Table 19.4 Here

19-27 Facilitate Operations Marketing Research – Data Collection Account Management – Order Extra Tickets Database Management – Contest Information Human Resources Outreach – Job Postings Interoffice Communications – Among Offices Interactive Communications – , Webcams, meetings Participant Registration – Boston Marathon

19-28 Buzz Manager An Interesting New Service that Monitors Internet Chatter about Your Organization Positive, Neutral, Negative Buzz Score

19-29 Technology Beyond the Internet Mobile Technology –Customized Content –Information Service –Audio and Video Highlights –Tickets for Access May be Stored & Displayed Technology Integration – Virtual Imaging –Home Plate Application in MLB –First Down Marker in Football –Cricket – Leg-before-Wicket Call by Umpire

19-30 Technology Beyond the Internet Electronic Funds Transfer Technology –Powerpay (RFID Technology) Smart Cards –Similar to EFT –Similar to Credit Card –Value Loaded on Card –Tickets on Card (Contactless Entry)

19-31 Technology Beyond the Internet High Definition TV –Improved Picture Quality –Quicker Refresh Rates for Better Video Interactive TV –Multiple Feeds from Which Viewer Can Select –Trivia Games –Information Available – Scores, Statistics Instant Replay Technology

19-32 Technology Beyond the Internet WiFi Capabilities –Wireless Access –Fans, Media Who Have Laptop Computers –Some Premium Seats May Include Monitors Global Positioning Systems –Golf Courses – Information for Players –Participants – Runners, Cross Country Skiers Boston Marathon Facilitated Tracking of Runners

19-33 Closing Capsule Technology Has Had a Dramatic Impact on Marketers in Every Industry The Internet and the WWW Have Ushered in Dramatic Changes for Sports Marketers Other Technology Beyond the WWW Has also Played a Role

19-34 Closing Capsule Virtually Every Sports Marketer Today Has Its Own Web Site There Are Content Sites, Team & League Sites, Commerce Sites, and Gambling Sites

19-35 Closing Capsule Web Sites Can Provide a Revenue Stream –Advertising and Sponsorship –Subscription Fees –E-Commerce Other Sources of Revenue, Depending on the Type of Web Site, Are Available

19-36 Closing Capsule The Most Common Applications for a Sports Marketer’s Web Site Are: –Provide Information –Facilitate Distribution –Enhance Customer Relationships –Facilitate Routine Operations

19-37 Closing Capsule Other Technology Beyond Internet: –Mobile Technology –Virtual Imaging –EFT & Smart Cards –Interactive & High Definition TV –Use of Instant Replay for Officials’ Calls –WiFi –GPS