Mm Lt9 New Media


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Mm Lt9 New Media

  1. 1. Marketing the New Media LECTURE - 9
  2. 2. What is New Media? ( 新媒體 ) <ul><li>Generally, new media is a general term covering non-traditional ways (newspaper, magazine, radio, television, book, recording, movie) of delivering ( 傳送 ) advertising or promotion messages to the mass audience. </li></ul>
  3. 3. What is New Media? ( 新媒體 ) <ul><li>Moreover, new media is the forms of communicating in the digital world, which includes electronic publishing on CD-ROM, DVD, digital television and, most significantly, the Internet. </li></ul><ul><li>It implies the use of desktop and portable computers as well as wireless, handheld devices. Most every company in the computer industry is involved with new media in some manner. </li></ul>
  4. 4. What is New Media? ( 新媒體 ) <ul><li>From 1980s to now, there is no affirmative statement to define what new media is and what counts as new media. However, there are a few that have been widely accepted as forms of new media. </li></ul>
  5. 5. What is New Media? ( 新媒體 ) <ul><li>Internet 互聯網 </li></ul><ul><li>Video Games 電子遊戲 e.g. PSP, NDS, PS3, Wii, Xbox… </li></ul><ul><li>Multimedia CD-ROMs 影片、音樂或其他 VCDs/DVDs </li></ul><ul><li>MP3/Video streaming (Youtube) 網上即按即看 ( 聽 ) 的影片 / 音樂 e.g. moov </li></ul><ul><li>World Wide Web (WWW) </li></ul>
  6. 6. What is New Media? ( 新媒體 ) <ul><li>Blogs (Xanga, Facebook) 網上日誌 e.g. </li></ul><ul><li>Email </li></ul><ul><li>Interactive Television 互動電視 </li></ul><ul><li>Mobile Devices 手提電話 </li></ul><ul><li>Podcasting 蘋果 – 網上電台 </li></ul>
  7. 7. Internet and World Wide Web Marketing the New Media
  8. 8. Internet and World Wide Web <ul><li>In a few short years, the Internet has been unprecedented ( 史無前例的 ) growth, both in the explosion of new technology to support this medium and in the number of users. (30-year rule: a theory says that it takes about 30 years for a new idea to be adopted into the culture – 1940s – Radio; 1970s – Television; 2000s – Internet) </li></ul>
  9. 9. Internet and World Wide Web <ul><li>It is important to remember that the Internet is not the World Wide Web – web is a huge collection of linked items, including documents, images, multimedia etc, which are stored on web servers that are connected via the Internet. (Internet 只係一個傳送的工具, WWW 載著大量的訊息,透過 Internet 傳送到世界各地 ) </li></ul>
  10. 10. Internet as Communication Tools Marketing the New Media
  11. 11. Interpersonal Communication ( 個人溝通 ): E-mail and Instant Messaging <ul><li>Although its original purpose of Internet was the sharing of resources, the most important factor in the development of Internet was electronic mail (e-mail). </li></ul><ul><li>E-mail defined as a message sent from one computer user to another across a network. </li></ul><ul><ul><li>People could send messages to multiple people at once, </li></ul></ul><ul><ul><li>they could cross time zone, </li></ul></ul><ul><ul><li>they could include data files, or </li></ul></ul><ul><ul><li>they could just exchange friendly greetings. </li></ul></ul>
  12. 12. Interpersonal Communication ( 個人溝通 ): E-mail and Instant Messaging <ul><li>Interpersonal communication on the Internet has expanded beyond e-mail through a variety of “chat” services, most notably instant messaging programs, which are e-mail systems that allow users </li></ul><ul><ul><li>to chat with one another in real time, </li></ul></ul><ul><ul><li>hold virtual meetings that span multiple cities or even countries and </li></ul></ul><ul><ul><li>keep track of which of their “buddies” are currently logged on to the system. </li></ul></ul>
  13. 13. Mass Communication ( 大眾溝通 ): Forums ( 討論區 ) and Newsgroups ( 新聞組 ) <ul><li>Forums and newsgroup are Internet discussion groups that allow people to post and reply to messages from anywhere in the world. </li></ul><ul><li>They may have definite list of subscribers or be open to anyone who wants to stop by for a look. </li></ul><ul><li>Since the extension of the World Wide Web, a huge number of Web-based discussion groups have arisen. </li></ul>
  14. 14. What are digital media ( 電子媒體 )? <ul><li>The term digital media is used to describe all forms of emerging communications media that combine text, graphics, sound and video, using computer technology . </li></ul>
  15. 15. What are multimedia ( 多媒體 )? <ul><li>The term multimedia is used to describe any media that combine text, graphic sound and video. </li></ul><ul><li>Video game, the most familiar early form of multimedia, combined text, graphics, sound and video to create games that could be played on a TV set (or now even handheld). </li></ul><ul><li>Nowadays, huge of video games can be played on a computer and also online, are a form of multimedia that have developed into digital media. </li></ul>
  16. 16. New Media Profitability Marketing the New Media
  17. 17. E-Commerce <ul><li>E-commerce is the selling of goods and services online. </li></ul><ul><li>So far, the web sites that are making the most money are the ones that take orders online for real-life products. </li></ul><ul><li>Almost anything can be sold over the Internet, and it is a very inexpensive way for most business to bring their goods and services to market. </li></ul><ul><li>It is less expensive to maintain a web site than a chain of stores that could serve the same population. </li></ul>
  18. 18. <ul><li>Companies that are successful with e-commerce are usually those that take advantage of the Internet’s unique capabilities ( 獨有的能力 ): </li></ul><ul><ul><li>(a) interactivity ( 相互作用 ); </li></ul></ul><ul><ul><li>(b) its ability to allow business to target very specific customers ( 尋找目標客戶 ), and; </li></ul></ul><ul><ul><li>(c) its ability to offer inventories that couldn’t exist in physical space ( 唔需要搵一個近客戶的地方去儲貨 ) (for example: offers its customers millions of choices in books, far more than could exist in any retail establishment.) </li></ul></ul>
  19. 19. Advertising <ul><li>A variety of ads appear on popular web pages and allow surfers to access the advertiser’s web site with one click of a mouse button ( 一按即入 ). </li></ul><ul><li>Advertisers find that this an important form of customer communication because only people who are interested in their product will ask for more facts about it ( 想知道更多, click 一 clicj 即可 ). </li></ul>
  20. 20. Advertising <ul><li>Advertising on the web has been controversial ( 爭議性 ). </li></ul><ul><li>Pop-up ads, animated ads, and online commercial spots are all seen as intrusions ( 打擾 ) that clutter up the memory of the user’s computer. </li></ul><ul><li>Spyware is computer program that track Internet users’ activities and report them back to advertisers. </li></ul>
  21. 21. Paid Content <ul><li>The third way to make money online is to provide content that people will pay for. Some newspapers, such as AppleDaily, provide mostly free information but charge for full-text downloads of articles from their archives ( 資料庫 ). ( 睇多 D , Paid 多 D) </li></ul>
  22. 22. Paid Content <ul><li>One industry that makes money by providing content is the online pornography ( 色情電影 ) (e.g. 有線電視 ), which has been financially successful. </li></ul><ul><li>Students, nowadays, could stay at their home to learn from the Internet, and we called as online education or distance learning. This has been a successful format for continuing adult education. </li></ul>
  23. 23. The Marketplace (Trends) 市場走勢
  24. 24. Broadband ( 寬頻上網 ) <ul><li>Broadband refers to any of the several ways to connect to the Internet that carry information many times faster than conventional dial-up modem. </li></ul>
  25. 25. Broadband ( 寬頻上網 )
  26. 26. Broadband ( 寬頻上網 ) <ul><li>The tremendous ( 大量的 ) gain in speed makes it possible to send huge files in much less time. In addition to facilitating ( 幫助 ) high-speed Internet access, broadband makes possible many other desirable things, including video on demand, interactive television, live streaming video and downloadable movies. </li></ul>
  27. 28. Wireless ( 無線上網 ) <ul><li>Wireless technology will become more and more common during the next decade. More and more PDA and cell-phone users are reported using their devices to connect to the Net. </li></ul>
  28. 30. Wireless ( 無線上網 ) <ul><li>Many WiFi public access locations have sprung up all over the country. People who frequent these hot spots can link up with the Internet at no cost. </li></ul>
  29. 32. Microcasting <ul><li>Although many experts think that the Internet will ultimately become a mass communication medium and that audiences will watch TV shows and movies, all appearances are that the Internet is evolving in the other direction. </li></ul><ul><li>The most successful applications, such as instant messaging, online auctions, and peer-to-peer file sharing, have been inspired by the end users and not by big mass communication conglomerates. Microcasting is another example of trend. </li></ul>
  30. 33. Blogs <ul><li>Blogs are examples of individuals producing their own news and commentary which are yet another manifestation of the trend toward greater audience control of their media content. </li></ul><ul><li>Blogs have made influence felt on the traditional media and have influenced politics. </li></ul><ul><li>Besides, blogs are emerging as marketing tools which record companies and movie production companies started blogs to promote their products. </li></ul>
  31. 34. Vioce-over-Internet Protocol (VoIP)
  32. 35. Vioce-over-Internet Protocol (VoIP) <ul><li>VoIP lets individuals make television calls using a broadband Internet connection rather than using a traditional phone line. </li></ul><ul><li>The big advantage of VoIP is that it is cheaper than traditional wire or wireless phone service. </li></ul><ul><li>Although the quality and reliability of individual calls is not high as with the traditional phone services, the technology improvement will help to solve such disadvantage. </li></ul>
  33. 36. Social Implications about the Internet Marketing the New Media
  34. 37. Social Implications <ul><li>Internet is evolving and much has yet to be discovered about its impact on society. </li></ul><ul><li>This uncontrolled information environment is not all bliss, however. Some critics point out that the same giant media companies that dominated the older forms of media produce much of the content available on the Internet. </li></ul><ul><li>Others complain that information on the Internet is uncontrollable, unreliable, and often unsuitable for young people to view. </li></ul>
  35. 38. New Model for News ( 新的新聞模式 ) <ul><li>As we have seen, when a news event happens, involved or interested parties can post blogs for others to read. </li></ul><ul><li>This represents a shift in traditional journalism in which decisions are made by editors and flow from the top down. </li></ul><ul><li>Blogs have made it possible for everyone to chime in with his or her opinion on news topics and controversial issues. </li></ul>
  36. 39. Lack of Information Gatekeepers ( 缺少資訊管理人 ) <ul><li>Traditional mass media have a number of gatekeepers. On internet, however, there are none. </li></ul><ul><li>First, the risk of overloading the system with unwanted, trivial ( 不重要 ) , worthless, or inconsequential ( 不合理 ) messages is increased. </li></ul><ul><li>Besides, gatekeepers also function as evaluators of information. </li></ul><ul><li>Third, having no gatekeeper means having no censorship ( 審查制度 ) . </li></ul>
  37. 40. Information Overload ( 資訊爆破 ) <ul><li>In the past, doing research would have to look things up in a text, reference book or encyclopedia ( 百科全書 , e.g. wiki) which had some recognized authority. </li></ul><ul><li>Nowadays, they can use a search engine to look for the topic. The credibility of sources in open to debate and sometimes the sources are more overwhelming than useful. ( 好多都係無用資料 ) </li></ul>
  38. 41. Privacy Concern ( 私穩問題 ) <ul><li>The Internet also raises a number of privacy concerns. </li></ul><ul><li>Maintaining a person’s privacy in the electronic age is not a new problem, but before the advent ( 出現 ) of the Internet, compiling ( 收集 ) a detailed dossier ( 有關檔案 ) on someone required days of even weeks of searching through records scattered ( 散佈 ) in dozens of places. </li></ul>
  39. 42. Escapism and Isolation ( 逃避現實 – 電車男問題 )
  40. 43. Escapism and Isolation ( 逃避現實 – 電車男問題 ) <ul><li>Many individual already spend lots of time engaging in sending e-mail, instant messaging, online chatting, game playing, online shopping, and maybe even cyber sex. </li></ul><ul><li>Some psychologists have identified a condition known as Internet addiction that shows signs of isolation and depression. </li></ul>
  41. 44. Tutorial – New Media Marketing the New Media
  42. 45. New Media <ul><li>全民開講 : </li></ul><ul><li>政府應否立法監管互聯網之內容? </li></ul>