marketing the internet section 1 introduction. activating the internet introduction clients know...

MARKETING THE INTERNET

Section 1Introduction

Activating the Internet

IntroductionIntroduction

Clients know what the web is

Clients want to know why they should use web technologies

Clients want their fears allayed

Clients want to know what happens if they do not


Why they should..Why they should..

Because a web site is a marketing tool

• reduce cost of publishing brochures etc. – e.g Centerparcs offer holiday information

• fast access to up-to-date information– e.g Bookshops allow searching for new titles

• advertising for free/cheap– e.g Search Engines offer this; malls offer this

• gather information about actual customers and potential customers– e.g Microsoft encourages registration in order to get

access to pages of interest; Tesco’s monitor those who come to the store and leave without buying




• new marketing techniques applicable only to the web– e.g Microsoft BuyNow special offers tailored to user– e.g personalisation enables Tesco’s to show the

products the user likes best first

• IT companies can offer downloads of software– e.g Microsoft web site allows free previews of

products if user registers

• other companies can offer downloads of documentation on products– e.g Toshiba product documentation on their web

site gives improved customer service




• audience potential is massive– not limited to this country– 24 hour availability– $20 billion in sales over Web this year– future projection is $200 billion by 2005

• audience reticence psychology overcome– users feel more at ease browsing in their home– no more effort to get to one shop than another– sense of privacy

• e.g ‘large’ ladies prefer to shop in this way than to go into a shop and try clothes on

• e.g Des O’Connor cds do not sell as well in physical shops as they do over the web!



Because customers use the web to:• search for alternative suppliers• look for alternative products• book holidays/theatre/travel tickets etc.• pay for goods and services• obtain products and services directly• find out about a company and its products• find out about competitors, the products and

services they offer• use new products/services never previously

offered– e.g electronic birthday cards, interactive training



Because competitors use web technologies to:

• gain competitive advantage• offer discounts because there are lower

overheads involved in selling/offering services over the web – e.g Internet Bookshop

• get feedback from potential customers



Because competitors use web technologies to:

• extend the value chain – keep in close contact with suppliers

• e.g car companies use Extranet to ensure parts are ready ‘Just In Time’ for when they are needed

– keep in close contact with customers• e.g banks provide home banking services, allow

customers to look up the nearest ATM; Barclays has BarclaySquare malland links to credit card companies

• offer similar services/products specifically for the web• e.g hire car companies provide cost range info and

some allow you to book a hire car over the web• e.g insurance companies offer quotes and some allow

you to purchase policies over the web



Because web technologies can change the way businesses work:

• direct access to warehouse by consumer cuts out the retailer

• co-operative retailing/services in Malls• home banking reduces the need for bank

branches• edi over the web reduces the need for

courier companies• teleworking reduces the need for office

space• flight booking direct cuts out the need for

Travel Agents



Because web technologies can change the way businesses work:

• bring together data from disparate sites, technologies etc.– e.g BP accounting info on mainframes, unix, NT and

pcs at various sites; now accessible to all

• single view onto all applications via browser means all employees, all customers and all suppliers can get up to speed quickly

• web technologies enable quick changes to be made to web pages both on Intranet and on Extranet

• new methods of payment - e-cash, e-cheques etc.



Because Intranet can:• empower your employees

– keep them up-to-date with company news– keep them motivated, they feel ‘part of’ the

company• e.g social club noticeboards, competitions

– provide them with access to documents, tools etc. which enable them to work more effectively

• e.g project management info, technical docs, standards, help files

– provide them with a mechanism for entering information electronically rather than using paper

• e.g timesheets, orders for stationery, fault reports for help desks, suggestions for improvement to service


Allay Fears..Allay Fears..

Security:• Access

– predators cannot easily access confidential company intranet sites now, thanks to technologies like:

• firewalls• certification• authentication• file/directory permissions

• Payment– secure protocols now ensure safe transmission of

credit card data and personal information:• SET - a protocol subscribed to by Mastercard, Visa etc.• SSL - a protocol supported by the main browsers

• Viruses– protection against viruses via:

• authenticode• java security model



Reliability:• Delivery

– can now guarantee delivery of messages over the Internet using MQ technology from:

• IBM• Microsoft, etc.

• Transactions– can now ensure transactions are complete/rolled back in

total, using:• Microsoft Transaction Server• IBM CICS

• Availability– can now ensure web server is always available using a

variety of technologies

• Speed– still slow, but measures can be taken to speed up access

(e.g BT/MCI Supernet)



Interoperability:• Standards

– many companies are working together to ensure they all conform to Industry standards such as:

• SET/SSL• Open Trading Protocol• Java consortium standards• HTML standards• etc.

• End user groups– groups of banking users are agreeing

interoperability standards– mall operators are agreeing interoperability

standards– edi will be used over the web for business to

business electronic commerce


What happens if not..?What happens if not..?

Lose competitive advantage to competitors e.g Sainsbury’s and Tesco’s are on the

web; each feature one offers the other has to offer; other supermarkets are getting web sites

Miss out on a new, growing market

Customers will be suspicious of companies not on the web

Miss out on customer opportunities


What What FirebirdFirebird can offer.. can offer..

Full Electronic Retailing sites shopping cart order/purchasing pipeline pay by credit-card or e-cash wallet to hold client details

Home banking facilities account balance statements transfers direct debits/standing orders, etc.



Sites offering services quotes for bank loans insurance policy quotes timetables advertisement placements searches of databases interactive training over the web



Intranet-specific news sites documentation searches fault reporting internal ordering document flow support security consultancy/facilities security products via 3rd parties


What What Firebird Firebird can offer..can offer..

General general data capture up-to-date news searches for products/services marketing information target marketing/personalisation clever graphics general security consultancy/facilities security products via 3rd parties trial sites


What What Firebird Firebird can offer..can offer..

How can Firebird offer all this..? Key staff know technologies Experience with clients Support from IBM, Microsoft, Sun etc. First client(s) in new technologies get

discounts as we learn


SummarySummary

There are lots of benefits of using the Web

There are lots of risks of NOT using the Web

There are now far fewer risks from security, unreliability etc.

We CAN do it!!

marketing the internet section 1 introduction. activating the internet introduction clients know...

Documents

products e

g microsoft web site

user e

suppliers e

g internet bookshop

freecheap e

g centerparcs

g bookshops