E Marketing Week01


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Unique features of internet-based marketing

Week 1 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

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E Marketing Week01

  1. 1. MKTG7037 / MKTG2032 E-marketing
  2. 2. Internet Marketing Let’s get this out of the way early…
  3. 3. The internet. It’s not a truck <ul><li>http://seriesoftubes.net/archives/2-Its-Not-A-Truck...Its-A-Series-Of-Tubes.html </li></ul><ul><li>They want to deliver vast amounts of information over the internet. And again, the internet is not something you just dump something on. It's not a truck. It's a series of tubes. And if you don't understand those tubes can be filled and if they are filled, when you put your message in, it gets in line and its going to be delayed by anyone that puts into that tube enormous amounts of material, enormous amounts of material. </li></ul>
  4. 4. In other things that have to be done up front and first…
  5. 5. Cat macros
  6. 8. That’s enough of that. Welcome to SeriesofTubes-Marketing
  7. 9. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  8. 10. !
  9. 11. Assessment Due Dates <ul><li>Task Weighting Due </li></ul><ul><li>Tutorial/Lab Assessment 20 During semester </li></ul><ul><li>Solo Assignment 20 March 26 </li></ul><ul><li>Essay Registration 01 March 16 </li></ul><ul><li>Group-Optional Essay 29 May 21 </li></ul><ul><li>Final Examination 30 June </li></ul>
  10. 12. Solo Assignment <ul><li>Due: March 26, Monday Week 6, no later than 7pm. </li></ul><ul><ul><li>Electronic Upload via WebCT </li></ul></ul><ul><li>Topic: “Hype or Hope? The value of a new technology for marketing” </li></ul><ul><ul><li>This assessment item is a solo paper where the student examines value of a contemporary technology for marketing practice. The list of contemporary technology includes: </li></ul></ul><ul><ul><ul><li>RFID tags for marketing and marketing research </li></ul></ul></ul><ul><ul><ul><li>m-commerce, including m-gaming, m-gambling and m-shopping </li></ul></ul></ul><ul><ul><ul><li>MMORPG environments such as Second Life </li></ul></ul></ul><ul><ul><ul><li>social media marketing </li></ul></ul></ul><ul><ul><ul><li>online viral marketing </li></ul></ul></ul><ul><li>You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory. </li></ul><ul><li>Full referencing is expected. Penalties apply for not using references. </li></ul>
  11. 13. Group-Optional Essay <ul><li>500 word proposal </li></ul><ul><ul><li>Due Friday, Week 4, no later than 7pm </li></ul></ul><ul><li>4000 word assignment </li></ul><ul><ul><li>Due: Monday Week 12 no later than 7pm. </li></ul></ul><ul><li>1-4 people per group, </li></ul><ul><li>Electronic Upload via WebCT </li></ul>
  12. 14. Essay Topics <ul><li>The major assignment in this unit is the development and production of a high quality marketing essay on a single topic in e-commerce. </li></ul><ul><li>Discussion of assignment topics, and the development of an assignment topic plan will be included as part of the tutorials. </li></ul><ul><li>Students are required to register a proposal including a 500 word overview of the topic and the names of the group members. </li></ul>
  13. 15. Anything cited from Wikipedia will not count as a reference. I mean that.
  14. 16. Tutorials <ul><li>Registration is open </li></ul><ul><li>Topics are on the website. </li></ul><ul><li>Two components </li></ul><ul><ul><li>Bulletin board participation inside the WebCT forum </li></ul></ul><ul><ul><li>Submitted tutorial question paper </li></ul></ul>
  15. 17. Now for the content Unique features of the internets
  16. 18. Unique features of the Internet <ul><li>Interactivity </li></ul><ul><li>Variety and Customisation </li></ul><ul><li>Global Access </li></ul><ul><li>Time independence </li></ul><ul><li>Interest driven </li></ul><ul><li>Ubiquity </li></ul><ul><li>Mobility </li></ul>
  17. 19. Interactivity <ul><li>the degree to which the user can interact with the web site in a meaningful manner beyond following internal hyperlinks </li></ul><ul><li>Is Web2.0 and the tag cloud interactivity? </li></ul>
  18. 20. Variety and Customisation <ul><li>which are the levels of change, interaction and customised content that can occur on a web site </li></ul><ul><li>http://pipes.yahoo.com/ </li></ul><ul><li>Pipes is an interactive feed aggregator and manipulator. Using Pipes, you can create feeds that are more powerful, useful and relevant. </li></ul>
  19. 21. Global Access <ul><li>which recognises the international nature of the medium, and how local web sites have a global presence </li></ul><ul><li>Which laws govern the internet? </li></ul><ul><li>Does any nation have the right or obligation to legislate to control the internet? </li></ul>
  20. 22. Time independence <ul><li>the ability of many features of the Internet to be accessed around the clock, seven days a week without the need for a physical or personal presence staffing the web site </li></ul>
  21. 23. Interest driven <ul><li>the extent to which the Internet is a pull medium where online experiences are based on the active seeking out of the items of interest rather than the passive acceptance of whatever push media delivers to the screen </li></ul><ul><li>Do RSS feeds count as push media? </li></ul><ul><li>Is blogging interest driven or blog reading interest driven? </li></ul>
  22. 24. Ubiquity <ul><li>the ability of the Internet to be available in the same format, manner and nature wherever the user logs onto the system </li></ul><ul><li>switching on a television set or mobile phone in Germany and another in Australia will produce access to different networks and content </li></ul><ul><li>logging onto the Internet in Germany, Australia and anywhere else with Internet connectivity allows access to the same systems </li></ul>
  23. 25. Mobility <ul><li>the capacity of the Internet to be delivered beyond the conventional boundaries of desktop computers and networks </li></ul><ul><li>Mobile devices </li></ul><ul><li>Embedded devices </li></ul><ul><li>Consoles </li></ul><ul><li>API / Non human use of internet functionality </li></ul>
  24. 26. Drivers versus Barriers <ul><li>Arguments for… </li></ul><ul><ul><li>Cost cutting </li></ul></ul><ul><ul><li>Efficiency </li></ul></ul><ul><ul><li>Open Access </li></ul></ul><ul><ul><li>Global Digital Showcase </li></ul></ul><ul><ul><li>Established Market </li></ul></ul><ul><li>Arguments against </li></ul><ul><ul><li>No reason to be there </li></ul></ul><ul><ul><li>Not suited to the internet </li></ul></ul><ul><ul><li>Not ready yet </li></ul></ul><ul><ul><ul><li>You’re not ready </li></ul></ul></ul><ul><ul><ul><li>The internet’s not ready </li></ul></ul></ul><ul><ul><li>Security issues </li></ul></ul><ul><ul><li>Privacy concerns </li></ul></ul><ul><ul><li>Economic downturn </li></ul></ul>
  25. 27. Changing consumer expectations <ul><li>Increasing time pressures </li></ul><ul><li>Mass customisation </li></ul><ul><li>Consumer demand </li></ul>
  26. 28. Uniquely Internet Issues <ul><li>Audience control </li></ul><ul><ul><li>Who’s reading the site? </li></ul></ul><ul><li>Information management </li></ul><ul><ul><li>Controlling the flow of information </li></ul></ul><ul><li>Information empowerment </li></ul><ul><ul><li>Information has a propensity to be free as in escaping rather than free as in beer or speech </li></ul></ul>
  27. 29. Discussion Questions for the Board <ul><li>Outline two online services that cannot be replicated in the offline environment. </li></ul><ul><li>Do these Internet-only services represent a new form of marketing, or can existing marketing be used or adapted to meet the new needs? </li></ul>