Monetizing Emerging Interactive Media |
Technology has created a completely new and ever-changing marketing and media
economy. Hundreds of millions of interactive media users have migrated to various
digital platforms and spend hours a day engaged in media behaviors that barely existed a
short time ago. Hundreds of millions of marketing dollars have followed, usually in
search of one-to-one marketing on global scale. But few standards exist in buying and
selling of emerging media, and traditional marketing concepts like ROI and POP are
pulled in directions as varied as the platforms. Additionally, with every emerging
platform and every new user connection, one critical question persists: how is it
monetized? This class will examine the business of emerging platforms and, through case
studies, class speakers and real world examples, examine how digital currency is taking
control of the business conversation. By the end of this class, students will be expected
to answer the monetization question across a variety of emerging media platforms.
COURSE OBJECTIVES
To provide students with an understanding of the structure and pricing models of
emerging media platforms, help them become conversant in the metrics and strategies
driving the digital economy, and develop industry new skills and experience in this
emerging field.
To offer students high impact, “real world” professional learning opportunities where
they can apply marketing and management frameworks to the newly emerging forms
of messaging.
To foster strategic thinking, effective communication and sound decision-making,
nurturing thought leadership in the fast-evolving industry and creating a vibrant hub
for business knowledge and application in the industry. |
Technology has created a completely new and ever-changing marketing and media
economy. Hundreds of millions of interactive media users have migrated to various
digital platforms and spend hours a day engaged in media behaviors that barely existed a
short time ago. Hundreds of millions of marketing dollars have followed, usually in
search of one-to-one marketing on global scale. But few standards exist in buying and
selling of emerging media, and traditional marketing concepts like ROI and POP are
pulled in directions as varied as the platforms. Additionally, with every emerging
platform and every new user connection, one critical question persists: how is it
monetized? This class will examine the business of emerging platforms and, through case
studies, class speakers and real world examples, examine how digital currency is taking
control of the business conversation. By the end of this class, students will be expected
to answer the monetization question across a variety of emerging media platforms.
COURSE OBJECTIVES
To provide students with an understanding of the structure and pricing models of
emerging media platforms, help them become conversant in the metrics and strategies
driving the digital economy, and develop industry new skills and experience in this
emerging field.
To offer students high impact, “real world” professional learning opportunities where
they can apply marketing and management frameworks to the newly emerging forms
of messaging.
To foster strategic thinking, effective communication and sound decision-making,
nurturing thought leadership in the fast-evolving industry and creating a vibrant hub
for business knowledge and application in the industry. |
Course topics
Week 1: Disruptive for Whom?
The first class discusses goals of the course and long-term objectives.
Introduction to the current interactive media landscape, its key players and challenges
Key focus: The lexicon of the digital economy – Metrics, KPIs, Server Calls,
Engagement and other Madison Ave. concepts by which to live and die.
Final project note: Teams must be formed by week two and companies identified. Use
interactive media tools to facilitate the discussion.
To prepare for Week 2 please read SEO: Search Engine Optimization Bible
Jerri L. Ledford, Chapters 1-3
Week 2: Search and Return on CuriosityThis class will examine the science of search (semantic, inferential, vertical), as well as established models like CPC, CPL, CPA, and will examine the challenges of these models. Also examined: SEO, SEM and the promise of conversion.
To prepare for Week 2 please read SEO: Search Engine Optimization Bible
Jerri L. Ledford, Chapters 5, 9, 10
Due for Week 3, First Emerging Market Report, focus: search, SEM
Week 3: Search, Round Two plus The Cookie Connection “You Have Zero Privacy Anyway”
What is the science behind Internet cookies, adware, etc., and how have these bits of information spawned new schools of behavioral targeting, triggered emergence of “conversion” as a science, and fostered new approaches to user behavior? This class will take a deep look at the cookie connection and the ways it affects marketing. To prepare for Week 4 please read: Hosanagar, K., J. Chuang, R. Krishnan and M. Smith. 2006. Service Adoption and Pricing of Content Delivery Network (CDN) Services. Management Science, Vol. 54, No. 09, September 2008.
Week 4: The Telvolution and the Economy of Online Video Inventory Case histories of the power of online video, video-on-demand, shifting content delivery models, video inventory issues, emerging ad units (in-stream, pre-roll, etc), tolerance issues, as well as pricing models will be examined.
Among the paradigms investigated: KlickableTV, Brightcove, Podcastgo To prepare for Week 5 please read: “Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign
Implementation,” Matti Leppäniemi, Faculty of Economics and Business Administration, University of Oulu, Heikki Karjaluoto Faculty of Economics and Business Administration, University of Oulu (distributed in class) Due for Week 5, Emerging Market Report, focus: video
Week 5: Sustainable Pricing Models and Campaigns for mobile devices – This class delves into SMS, MMS, mobile campaigns, mobile social networking, etc., and the overall evolution of the handheld as a key communication device. Class will be supplemented by multi-media presentations of real-campaigns.
Case history: Adidas and the NBA To prepare for Week 6 please read: “Managing Online Social Interactions: How Observational Learning and Wordof-mouth Affect Product Sales” Yubo Chen, October 2007"Content vs. Advertising: The Impact of Competition on Media Firm Strategy," Godes, David, Elie Ofek, and Miklos Sarvary Marketing Science (forthcoming)Week 6: User-Generated Content and Social Networking: Valuation of Influencers
and the New Decision Process. Word of mouth has a new tool: ratings, reviews, and
recommendations. This class will be driven by case histories that examine ROI of digital
conversation, conversational metrics and the changing role of the consumer. We will the
phenomena whereby online word-of-mouth becomes big dollars.
To prepare for Week 7 please read:
“Link to Success: How Blogs Build an Audience by Promoting Rivals” Dina
Mayzlin, Hema Yoganarasimhan November 2006
“The Firm’s Management of Social Interactions” David Godes, Harvard
University,Dina Mayzlin, Yale University; Yubo Chen, University of Arizona;
Sanjiv Das, Santa Clara University; Chrysanthos Dellarocas MIT, Bruce Pfeiffer,
University of Colorado Barak Libai, Tel Aviv University Subrata Sen, Yale
University; Menngze Shi, University of Toronto, Peeter Verlegh, Erasmus
University Rotterdam
Due for Week 7, Emerging Market Report, focus: mobile, UGC
Week 7: User Generated Content and Social networking – Value objectives and
network valuations.
What are the business models for developing a blog network, how can one determine
total network value and what real-world models are taking advantage of the new
complexion of networks? This class goes beyond the ratings and reviews environment
and determines the value of UGC content in marketing messages and as it replaces
traditional media. Week 8: Guest speaker – Social networking expert
Due for Week 9, Emerging Market Report, focus: social networking
Week 9: Class check-in on final project- This a good time to synthesize ideas and gain
feedback from class members on the business model analysis. Please be ready to explain
early findings, audience, and initial monetization models by way of five-minute report to
the class.
To prepare for Week 10 please read: “The Kids Are Alright: How the Gamer
Generation Is Changing the Workplace,” John Beck, Mike Wade, Harvard
Business School Press 2006 Week 10: Games Advertising – in-game, live connection, etc. - game advertising is big
business but still under many mainstream marketing radars. This class will examine the
prevailing models of game advertising and case histories.
To prepare for Weeks 11 & 12, please read: “Who Owns You? Finding a
Balance between Online Privacy and Targeted Advertising” Published: December
12, 2007 in Knowledge@Wharton
knowledge.wharton.upenn.edu/article.cfm?articleid=1865
Due for Week 11, Emerging Market Report, focus: gaming
Week 11: Privacy & Ethics: Marketing – The push-me, pull me school of messaging.
This class will examine prevailing digital practices that use technology, but not ethics, to
reach consumers: the ins and outs of phishing, the dark world or redirects, etc
Week 12: Privacy & Ethics: Data – What are the laws and considerations now that we
have access top everyone’s personal data?
To prepare for Week 13, class handouts on relevant, recent M&A activity
Week 13: Online Shopping: The M&A climate and the new valuation standards.
Based on the information in previous classes, we this class will examine the new climate
of the buy/sell game and what determines the value of emerging media companies.
Students will be able to draw upon earlier classes to understand the shift to new valuation
models from traditional valuation models and determine good buys v. bad buys in M&A
or VC terms. Real-world examples will be used in this class. |
| Final Project Hundreds of companies have tried to transform themselves to take advantage of the interactive media phenomenon and just as many have started as a result of emerging media and the aforementioned transformation. Interactive media’s promise of segmentation, behavioral targeting and global, one-to-one messaging, has driven companies to successful innovation and disastrous misfires regardless of size or heritage. The goal of the final project is to examine successful or failed business models that have tried to adopt interactive media as a corporate strategy (not just a tactic) and apply class learning to the analysis. Students may/should deconstruct and analyze these multi-platform business model via: start-up approach, mission, audience, revenue models, platforms and cross-platform play, success factors or causes of failure, M&A impact, parent companies/JVs and partnerships and their relation to overall strategy. The final project may be approached in teams of two or three. Teams will construct a 12- to 15- page critique on the company and present their findings to the entire class during Week 14. Special, if not extra, credit will be granted for creative use of interactive media in the presentation (PowerPoint alone does not qualify as interactive media!). Presentations should be 10 minutes in length and allow for class feedback. Final projects should also have a hard copy/packet for the instructor. |
ZhishiABC
托福/雅思/SAT/ACT
大学英语、实用英语
大学英语、实用英语
