Class notes for MBA Class, Digital Marketing

1. History
Internet: 1960s onwards
• Government
• Hackers
• Academics
• “Free”
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

2. History
Internet: 1960s onwards
• Arpanet, 1969
• TCP/IP, 1973
• Minitel, 1981 (France, closed standard)
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

3. History
Internet: 1960s onwards
• Usenet, 1984
• HTML, 1990
• Gopher, 1991 (charge for license)
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

4. History
Internet: 1990s Web Infrastructure emerges
• HTML- Berners-Lee
• Web Browser- Andressen, 1994
• AOL and MSN – Closed
• Web – Open
• Internet Explorer trumps Netscape (no lock-in)
• Firefox emerges (open source project)
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

5. History
Internet: 1990s Web means Marketing channel
• Banner Ad, 1994
• Amazon, 1995
• Craigslist, 1995
• Hotmail, 1996
• Napster, 1999
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

6. History
Internet: 1990s Web means Marketing channel
• Google, 1998 (page rank)
• DoubleClick, 1998 IPO (ad networks)
• Blogger, 1999
• Cluetrain Manifesto, 1999
• Dot.com Bubble
– Webvan
– Pets.com
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

7. History
Internet: 2000s Web matures as Marketing
channel, mobile emerges
• Social Media Networks, 2002
• Smart Phones, 2003 (access)
• Facebook, 2004
• iPhone 2007
• Google’s Android, 2007
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

8. History
Internet: From Open to Closed, to Open to
Closed?
• Pre-Web
• AOL and MSN
• Web
• Mobile Apps ?
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

9. History
Internet: Social Media
• Broad-based versus Niche vehicles
– One broad-based
– Multiple niche
• Evolution of the lifecycle
– Growth of Social media occurred during growth of
Internet adoption
– Open versus Closed APIs
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

10. History
Internet: Social Media
• Changing Business Model
– User growth
– Lock-in
– Monetize
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

11. History
Internet: Social Media
• Impact of mobile
– Mobile-first platforms
– Mobile-first Millennials
• Marketers’ use
– Owned Media
– Paid Media
– Increasing importance with Mobile adoption?
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes