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E-MARKETING/6E

CHAPTER 1


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2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL

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CHAPTER 1 OBJECTIVES

After reading Chapter 1, you will be able to:

Explain how advances in Internet and information

technology offer benefits and challenges to consumers,

businesses, marketers, and society.

Distinguish between e-business and e-marketing.

Explain how increasing buyer control is changing the

marketing landscape.

Understand the distinction between information or

entertainment as data. Identify several trends that may shape the future of e-

marketing.


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1-3THE BARACK OBAMA

CAMPAIGN STORY

Barack Obamas Internet strategy

targeted 18-29 year-old voters

because 93% are online and used the

Internet to get information and

connect with friends.

Facebook displayed over 8 million

Obama friends.

Two-thirds of all campaign funds came

from Obamas online channel.


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1-4 INTERNET 101

The internet is a global network ofinterconnected networks.

E-mail and data files move over phone

lines, cables and satellites. There are three types of access to the

Internet: Public internet

Intranet: network that runsinternally in an organization.

Extranet: two joined networks thatshare information.


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1-5E-BUSINESS, E-COMMERCE,

E-MARKETING

E-business is the continuous

optimization of a firms business

activities through digital technology.

E-commerce is the subset of e-

business focused on transactions.

E-marketing is the result of

information technology applied to

traditional marketing.


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E-BUSINESS, E-COMMERCE,

E-MARKETING

Effects traditional marketing in 2 ways:

Increases effficiency and effectiveness in

traditional marketing functions

Transformation of many marketing strategies

through the use of technology

Results in new business models, examplethrough the use of Facebook, Twitter etc.


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2012 PEARSON EDUCATION,

INC. PUBLISHING AS PRENTICE

HALL

1-7E-MARKETING IS BIGGER

THANTHE WEB

The web is the portion of the Internet thatsupports a graphical user interface forhypertext navigation with a browser

The web is what most people think aboutwhen they think of the Internet.

Electronic marketing reaches far beyond theweb sofware and hadware used for CRM,

SCM and EDI dont rely on the internet.

Non-web communications are also effectivefor marketing puposes- text messaging,email, internet telephony.


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1-8THE WEB IS ONLY ONE

ASPECTOF E-MARKETING


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1-9E-MARKETING IS BIGGER

THAN TECHNOLOGY

The Internet provides individual users with

convenient and continuous access to information (product reviews, search engines etc.)

entertainment (music, movies etc), and

communication (chat, e-mails etc).

Communities form around shared photos (Flickr),

videos (YouTube), and

individual or company profiles (Facebook).

Auctions in consumer and business markets Filesharing Google Docs, Dropbox.


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E-MARKETING IS BIGGER

THAN TECHNOLOGY

The digital environment enhances processes

and activities for businesses.

Cross-functional teams from around the world

Human resource recruitment and financial

information flow

Societies and economies are enhanced

through more efficient markets, more jobs,

and information access.

Remote societies accessing to legal ,health advice

Work at home convenience2012 PEARSON EDUCATION, INC.

PUBLISHING AS PRENTICE HALL

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1-11 GLOBAL INTERNET USERS


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INTERNETUSERSINTHE WORLD

1995-2010

2009 Pearson Education, Inc. Publishing as Prentice Hall

12

Jun, 2011

2,110 millions

30.4 %

Internet World Stats
http://www.internetworldstats.com/stats.htmhttp://www.internetworldstats.com/stats.htm


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WORLDS TOP 20 INTERNET

USERS(2010)

2009 Pearson Education, Inc. Publishing as

Prentice Hall

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1-14E-MARKETINGS PAST:

WEB 1.0

The Internet started in 1969 as the ARPANET, a

network for academic and military use.

Web pages and browsers appeared in 1993.

The first generation of e-business was like a goldrush.

Between 2000 and 2002, more than 500 Internetfirms shut down in the U.S.

By Q4 2003, almost 60% of public dot-coms wereprofitable.


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INTERNET TIMELINE


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1-16THEEDROPSFROM

E-MARKETING

Gartner predicted that the e would drop,

making e-business just business and e-

marketing just marketing.

Nevertheless, e-business will always have

its unique models, concepts, and practices.

Online search

Online data collection


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1-17 E-BUSINESS JUST BUSINESS?


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WEB 2.0

Netlingo The components of Web 2.0 sites (the

popularity of blogs and social networking sites)

exist because of the ability to offer mini home

pages, a gig of storage, your own email, music

player and photo, video and bookmark

sharing all of which are initially first

generation technologies.

Marketers create products that capitalize on the

Web 2.0 technologies

Web 1.0 connected people to computers

Web 2.0 connected people to computers and

other people in social networks2012 PEARSON EDUCATION, INC.


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2012 PEARSON EDUCATION, INC.


1-19E-MARKETING TODAY:

WEB 2.0

Web 2.0 technologies connect people with each

other through social media, which have created

opportunities and challenges for marketers.

Power shift from sellers to buyers. Consumers trust each other more than

companies.

Market and media fragmentation cable tv,

special interest magazines. Now addressingneeds of smaller groups.

Online connections are critical

Customers now more sophisticated and

thus more demanding


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1-20POWER SHIFT FROM

COMPANIES TO INDIVIDUALS


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INBOUND MARKETING

Customers have moved. No longer reachable in

significant numbers through traditional media.

Customers fed up with interruptions to their daily

activities. Television commercial skipping ever

growing.

Inbound marketing customers found online;

mainly from social websites. Growth through

referrals via social media websites.

Customer engagementcustomer participation

in activities and making customers more

attentive and be for favorable towards the brand.2012 PEARSON EDUCATION, INC.


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1-22ACQUIRINGA CUSTOMER

FROM SOCIAL MEDIA


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2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 23

OTHER OPPORTUNITIES AND

CHALLENGES IN WEB 2.0

Internet adoption maturesneed to find new ways to get thecustomers attention

Online retail sales reach 4% of allsalesthus competition very

keen for online buyers.

Search engines are nowreputation enginesnow a keypart of the online marketersbudget.

Content is still kingagile and

flexible in responding toconsumer generated media.Essential to have relevant andinteresting content.

Improved online and offlinestrategy integrationwebsite,outlets, catalogue

Intellectual capital rulesmorecritical than financial capital

60% broadband adoption athomeentertainment ondemand; self uploading ofpreferred videos and movies

The long tailselling smallquantities of large no. of

products


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1-24WI-FIAT TRAIN STATION

IN FRANCE AND EVERYWHERE


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1-25 THE FUTURE: WEB 3.0

Lines between traditional and new media are

blurring.

Appliances are converging and becoming

smart.

Wireless networking is increasing.

Semantic web will provide worldwide access

to data on demand without effort.


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WEB 3.0

The Semantic Web will utilize a standard definition

protocol that will allow users to find information

based on its type, such as:

The next available appointment for a doctor.

Details about an upcoming concert.

Menu at the local restaurant.

Represents the next huge advance: providing

worldwide access to data on demand without

effort.


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1-27HOWDOEXPERTS

CHARACTERIZE WEB 3.0?

Semantic web will be achieved and the mobile

device will be the primary Internet connection tool

by 2020 (Pew study).

Interactive media will cannibalize traditional media(Forrester Research).

Web 3.0 will ultimately be seen as applications

which are pieced togetherrun on any deviceare

very fastare distributed virtually (Eric Schmidt ofGoogle).


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1-28 INTERNET-TIME ANALOGY

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