Chapter 1 introduction and basic definitions

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Chapter 1 introduction and basic definitions

  1. 1. 10/4/2013Internet Marketing and E-Commerce
  2. 2. Some definitions/terminology 10/4/2013Internet Marketing and E-Commerce  Brick-and-Mortar company  Mouse-and-click company  Dot-com Bubble (2000) – Bust (2001)  Advertising Online  Any online paid activity showing/displaying a profit/non-profit making company/firm/organization’s name/logo.  Search Engine Marketing  The act of marketing a website via search engines, whether through improving rank in listing, purchasing paid listing, or a combination of both.  Advergame  A combination of online advertising and gaming, where the user sees the products and services in the game itself.  Affiliate program  A link to an e-tailor’s website, put in by firms to make a commission on all purchases by referred customers.
  3. 3. Some definitions/terminology 10/4/2013Internet Marketing and E-Commerce  AIDA Model  Behavioral Targeting  Occurs when software tracks a users’ movement through a website and then sends appropriate web content at a moment’s notice.  Content filtering  A process by which user may block unwanted materials.  Cyber squatting  A type of trademark violation that involves the registration of domains that resemble or duplicate the names of existing corporations or other entities.  Dis-intermediation  The process of eliminating traditional intermediaries.  GPRS  General packet radio services
  4. 4. Some definitions/terminology 10/4/2013Internet Marketing and E-Commerce  Interstitial Ad  Advertisement that appear while the publishers’ content is loading.  iPOS terminals  Small customer-facing machines near the brick-and-mortar cash register, used to record a buyer’s signature for a credit card transaction.  Permission Marketing  When users voluntarily agree to receive commercial e-mail about topics that might be interested to them.  Pareto Principle  80-20 principle  RFID  Radio frequency identification  Spoofing  Phishing activities
  5. 5. Some definitions/terminology 10/4/2013Internet Marketing and E-Commerce  User Generated Content  Online reviews, consumer rating, post/comments on company wall, online forum/complaint by consumers  Online Aggregators  Flipcart, Amazon, eBay, etc.  Advergame  A combination of online advertising and gaming, where the user sees the products and services in the game itself.  Affiliate program  A link to an e-tailor’s website, put in by firms to make a commission on all purchases by referred customers.
  6. 6. E-Marketing’s 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.  Only at organizational level.  One way communication.  The first generation of e-business was like a gold rush.  Between 2000 and 2002, more than 500 Internet firms shut down in the U.S. (dot-com bust)  By Q4 2003, almost 60% of public dot-coms were profitable. 10/4/2013Internet Marketing and E-Commerce
  7. 7. E-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.  Online connections are critical 10/4/2013Internet Marketing and E-Commerce
  8. 8. POWER SHIFT FROM COMPANIES TO INDIVIDUALS 10/4/2013Internet Marketing and E-Commerce
  9. 9. Marketing 2.0 10/4/2013Internet Marketing and E-Commerce  Anyplace  Brand  Communication  Discovery  Experience
  10. 10. Acquiring a Customer from Social Media 10/4/2013Internet Marketing and E-Commerce
  11. 11. OTHER OPPORTUNITIES AND CHALLENGES IN WEB 2.0  Internet adoption matures.  Online retail sales reach 4% of all sales.  Search engines are now reputation engines.  Content is still king.  Improved online and offline strategy integration  Intellectual capital rules  60% broadband adoption at home  The long tail Challenges Opportunities 10/4/2013Internet Marketing and E-Commerce
  12. 12. 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. 10/4/2013Internet Marketing and E-Commerce
  13. 13. 10/4/2013Internet Marketing and E-Commerce How do experts 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 together…run on any device…are very fast…are distributed virtually (Eric Schmidt of Google).
  14. 14. 10/4/2013 Internet Marketing and E-Commerce
  15. 15. QUESTIONS?
  16. 16. Pure Play Enterprise Business Process Activity Pure dot-com (Amazon) Click and Mortar (eSchwab, most retailers) Customer Relationship Management Brochureware E-mail Levelofbusinessimpact Business transformation (competitive advantage, industry redefinition) Effectiveness (customer retention) Efficiency (cost reduction) Exhibit 2 - 1 Level of Commitment to E-business Source: Adapted from www.mohansawhney.com

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