Session 1Introduction to Digital Concepts

• Computer hardware and software• Evolution of the World Wide Web

• Establishment of Search Techniques• Development of Social Networking Tools

INTRODUCTION

You live in a digital age. Every part of your life depends on

technology. Interacting, communicating, studying, working,

banking, travelling, entertainment, shopping

This subject is about the use of digital technologies in business, particularly in marketing.

1-2

INTRODUCTION

Our lectures and case study discussions will show how businesses use technology to…

Increase market share and profits Eliminate time and location boundaries Serve their customers Improve decision-making

Our lab exercises will teach you how to use technology to increase information management and digital marketing skills (MS ACCESS, web-based software)

1-3

Business Process – Creating a Campaign

Data vs Information

Data – raw facts that describe a particular phenomenon such as the current temperature, the price of movie rental, or your age

Information – data that have a particular meaning within a specific context

1-6

Information Resource

Your age – a Your age – a piece of datapiece of data

Information is Information is often often

aggregated aggregated data that has data that has meaning such meaning such

as average as average age, youngest age, youngest

and oldest and oldest customer, and customer, and a histogram of a histogram of customer agescustomer ages

1-7

Information Technology

Information technology (IT) – computer-based tools that people use to work with information

Hardware – physical devices that make up a computer

Software – set of instructions that your hardware executes to carry out a specific task for you

Networking – local area networks, Internet Databases - systems for storing, organizing and

manipulating data

1-8

Computer Hardware

Source: Wikiversity

Types of Hardware

Mainframes Desktop PCs Laptops Mobile Devices

Smartphones, tablets and networked e-book readers have assumed data transmission, Web surfing, email, social networking and instant messaging duties

Rise of Mobile Usage

Source: Hong Kong Digital Behavior Insights Report (Nov 2011)

Types of Software

Application software – enables you to solve specific problems and perform specific tasks (word processing, web browsing, email, payroll, inventory management, customer relationship management, etc)

System software – handles tasks specific to technology management (operating system, anti-virus, etc)

Software Downloads from CNET.com

Source: download.cnet.com

Client Server Computing

A model of computing where the workload in an application is distributed between the providers of a service, called servers, and the requestors of a service, called clients

Examples: e-mail, World Wide Web

Input and output is done on the client.

CLOUD COMPUTING

Hottest term in technology today Cloud computing – model in which any and

all IT resources are delivered as a set of services via the Internet Application software Processing power Data storage Backup facilities Development tools Literally everything

7-15

CLOUD COMPUTING

7-16

Source: Haag, Stephen, Cummings, Maeve (2010)

Source: Cloud Computing: A Primer

CLOUD COMPUTING

Advantages of the Cloud

Uny end user device to access what you need on the cloud

Utility computing – pay for only what you use instead of buying technology Similar to utilities like electricity and water Similar to taking a taxi instead of buying a car

Lower capital expenditures Lower barriers to entry Immediate access to a broad range of

application software Real-time scalability

7-18

WORLD WIDE WEB

Web – multimedia-based collection of information, services, and sites supported by the Internet Interface that you see and work with when

interacting with Web sites and Web-based services

Internet – vast network of computers that connects millions of people all over the world Infrastructure that makes the Web possible

Relationship between the Web and the Internet (here)

Mod B-19

Evolution of the World Wide Web

http://www.visionmobile.com/blog/2010/09/the-flash-vs-html5-endgame/

Types of Search Tools

It’s estimated that there are a trillion unique Web addresses on the Web as of 2008 (source: We Knew the Web Was Big)

Deep Web – collections of data that are not visible to search engines (e.g. password-protected databases)

Search Operators for Google Search

Excerpted from: Google Search Help

Categories of Search Tools

How to deal with the online explosion of information ? Search engines - allow you to search almost every

word contained in several billion web pages; Search directories - provide a large collection of

links arranged in categories; maintained by human editors

Subject directories - maintained by individuals or groups of individuals - in many cases professional librarians - who select resources linking to "good information."

Organic Search Results

http://community.microsoftadvertising.com

Pay-per-click (PPC) ads or sponsored sites

http://community.microsoftadvertising.com

Social Networking Sites (SNSs)

SNSs are focused on making connections among their users.

Interactions on a SNS are centred around profiles in which users describe themselves and their interests. When users add friends to their networks, they’re actually establishing links between their profiles.

SNSs make it possible to ‘articulate and make social networks visible’ (Boyd and Ellison, 2007).

Social Networking Sites (SNSs)

SNSs are part of a new generation of Web-based technologies and applications that are known collectively as ‘Web 2.0’.

Web 2.0 technologies and applications connect people in numerous new ways and utilize their collective strengths.

Categories of SNSs

Online communities Facebook, LinkedIn,

Blogging / Micro-blogging Blogger, Tumblr, Wordpress, Twitter, Weibo

Media-sharing Youtube, Flickr, Photobucket,

Social reviews Openrice.com, tripadvisor.com, yelp.com

Link-sharing / Social discovery Pinterest, Kaboodle, TheFind, Digg

Source: Hong Kong Digital Behavior Insights Report (Nov 2011)

Social Media Usage for the Past 12 Months Among HK Users

Digital has changed the world….

31The question is: Have businesses changed ?

References

Boyd, Danah M. and Ellison, Nicole B. (2007), Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, Volume 13, Issue 1, October 2007, retrieved from: http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/full

Hong Kong Digital Behaviour Insights Report 2011, Nielsen, retrieved from: http://hk.nielsen.com/documents/HKDigitalBehaviorInsightsReport-FINAL.pdf

References

Haag, Stephen, Cummings, Maeve (2010), Management Information Systems for the Information Age 8th ed, McGraw-Hill International Edition

Cloud Computing: A Primer, retrieved from: http://www.cisco.com/web/about/ac123/ac147/archived_issues/ipj_12-3/123_cloud1.html

Chui and Fleming (2011), Inside P&G’s Digital Revolution, retrieved from: https://www.mckinseyquarterly.com/Inside_PGs_digital_revolution_2893