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Online marketing intro


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Online marketing intro

  1. 1. Introduction to Online Marketing© Ramakrishna Kongalla,Assistant ProfessorRtist @ Tourism
  2. 2. Introduction to Internet…• The Internet has changed the world we live in.• Never before has it been so easy to accessinformation, communicate with people all over theglobe and share articles, videos, photos and allmanner of media.• led to an increasingly connected communicationsenvironment, and the growth of Internet usage hasresulted in declining distribution of traditionalmedia such as television, radio, newspapers andmagazines.• Marketing in this interconnected environment andusing that connectivity to market is Internetmarketing.Rtist @ Tourism
  3. 3. • While the Internet and the World Wide Webhave enabled what is sometimes referred to asNew Media, the theories that led to thedevelopment of the Internet were beingdeveloped from the 1950s.• Over the past two decades, marketers beganwaking up to the power of the Internet, both asa platform for communication and as a way oftracking conversations.• By its very nature, the Internet is a network ofinterlinking nodes.Rtist @ Tourism
  4. 4. A Brief Timeline of Internet Developments• 1958 - US ARPA (Advanced Research Projects Agency) established to leadscience andmilitary technological developments.• 1961 - MIT research paper of Packet Switching Theory.• 1961-69 Ongoing research into inter-computer communications andnetworks.• 1969 - ARPANET, commissioned by US Defense Department, goes live.US universities connect up network facilities for the first time.• 1971 - Ray Tomlinson creates first network email application.• 1973 - Development of protocols to enable multi-network Internetopportunities.First international ARPANET connections made.• 1976 - HM Queen Elizabeth II sends an email.• 1978 - First spam email is recorded.Rtist @ Tourism
  5. 5. • 1980 - Tim Berners-Lee develops rules for the World Wide Web and iscredited as the Web Father.Alan Emtage develops the first search tool known as ‘ARCHIE’.• 1982 - Standard network protocols are established: TransmissionControl Protocol(TCP) and Internet Protocol (IP), commonly referred to as TCIP/IP.• 1984 - Joint Academic Network (JANET) is established, linking highereducation institutions.Domain Name System (DNS) is introduced.• 1985 - A company named Symbolics becomes the first domain.• 1987 - National Science Foundation (US) is the catalyst for the surge infunded work into the Internet.Number of Internet hosts increases significantly in this period.• 1988-90 - 28 countries sign up to hook up to the NSFNET, reinforcinginternational Internet potential.Rtist @ Tourism
  6. 6. • 1990 - Senator Al Gore coins the term ‘information superhighway’.• 1991 - Web Father, Tim Berners-Lee releases World Wide Web (www)with scientists from CERN.• 1992 - America Online (AOL) is launched and raises $23m in floatation.The term ‘surfing the net’ is introduced by Jean Armour Polly.The World Bank goes online.• 1993 - Mainstream media attention increases awareness of the Internet.First Internet publication. Wired, goes on sale.Mosaic introduces the first web browser with graphical interface and isthe forerunner of Netscape Navigator.First online shopping malls and virtual banks emerge as does evidence ofspam.First clickable banner advert is sold by Global Network Navigator to a lawfirm.• 1995 - Amazon is launched by Jeff Bezos.Trial dial-up systems such as AOL and CompuServe launch.Charging is introduced for domain names.Search technology companies such as Alta Vista, Infoseek, Excite andMetacrawler rapidly appear.Rtist @ Tourism
  7. 7. • 1996 - Yahoo! is launched on the stock exchange and shares areup nearly 300% on first day.• 1997 - is founded.The term “search engine optimisation” is used for the first timein a forum.• 1998 - XML is released to enable compatibility betweendifferent computer systems.Google founded by Larry Page and Sergey Brin.• 1999 - Peter Merholz coins the word “blog”.• 2000 - AOL and Time-Warner announce they are merging.Pay per Click campaigns are introduced for top ten searchrankings.Google AdWords launches, charging for adverts on a CPM basis.Rtist @ Tourism
  8. 8. • 2002 - UK online monthly consumer shopping breaks through the £1billion barrier.Google AdWords charges on a PPC basis instead of CPM.• 2003 - eBay topples Amazon as the most visited UK website.• 2004 - CD-WOW loses court case and rights to source cheaper CDsoutside EU, undermining the global concept of the Internet.Facebook launches from the Harvard dorm room of Mark Zuckerberg,Dustin Moskovitz, Chris Hughes and Eduardo Saverin.• 2005 - Iceland leads the world with broadband penetration: 26.7inhabitants per 100 have broadband compared with 15.9 per 100 inthe UK.Launch of YouTube.Google buys Android Inc.• 2006 - Google buys YouTube for $1.6 billion.Facebook membership opens to anyone.Twitter launches.Technorati notes that a blog is created every second of every day.Time Magazine names “You” as person of the year, due to onlineactivity.Rtist @ Tourism
  9. 9. • 2007 - Facebook launches Facebook Ads.Apple launches the iPhone.Google Phone, with the Android operating system, launches.• 2008 - Firefox 3.0 launches with over 8 million downloads in 24 hours.Groupon launches, to become the fastest growing company of all time.Google Chrome, a browser, launches.Apple launches the App Store.• 2009 - Facebook adds “like” feature.Foursquare launches.• 2010 - Facebook reaches 500 million users.24 hours of video are uploaded to YouTube every minute.Launch of Google Instant.Google launches Nexus One.Internet usage tops 1 966 514 816 worldwide.• 2011 - 200 million tweets are sent daily on Twitter - about one billion a week.Social media is credited with a crucial role in political movements in Egypt,Tunisia and Libya.Apple’s App Store downloads top 10 billion.Google + launches.Rtist @ Tourism
  10. 10. Note…• The Internet is a worldwide network whichallows for information tobe shared between users(also known as nodes).• The World Wide Web is asub-set of this whichcaters specifically forwebsites.• New IP addresses arerunning out in thecurrent IPv4 version,and so• IPv6 is in the process ofbeing deployed.Rtist @ Tourism
  11. 11. How Internet Works…• The Internet is a collection of connecteddocuments• Hyperlinks are what connect these documents.• A hyperlink is a virtual link from one documenton the World Wide Web to another.• It includes the Uniform Resource Locator (URL)of the linked-to document which describeswhere on the Internet a document is.• It is what you enter in the address bar of thebrowser, because it is the address of thatdocument on the InternetRtist @ Tourism
  12. 12. • A URL provides information to both browsers andpeople.• URLs include domain names which translate toInternet Protocol (IP) addresses.• Every website corresponds to an IP address, whichis a structured series of dots and numbersindicating where it is physically located.• In fact, every device on the network has an IPaddress.• When you enter a URL into the address bar of abrowser, the Domain Name System (DNS) recordindicates where the document is that you arelinking to.Rtist @ Tourism
  13. 13. Confused…?• Look at the domain name and IP address…– Domain name:– IP address: Port: 3128• A domain name looks like:• URLs can carry the following information:subdomain.domain.tld/directory– Domain - the registered domain name of the website.– Subdomain - a domain that is part of a larger domain.– TLD – the top level domain, uppermost in the hierarchy ofdomain names.– Directory – a folder to organise content.Rtist @ Tourism
  14. 14. • The TLD can indicate the country in which a domain isregistered, and can also give information about thenature of the domain.– .com – is the most common TLD.–,, – these TLDs give country information.– .org – used by non-profit organisations.– .gov – used by governments.– .ac – used by academic institutions.• Domain names must be registered and there is a fee fordoing so.• A website, or any content on the Internet, is hosted on aserver.• A web server is a machine that serves web content, andthe term often refers to the software (applications) andthe hardware (machine), that serve the content.Rtist @ Tourism
  15. 15. URL IP address Server Website UserRtist @ Tourism
  16. 16. Internet Marketing Introduction• How significant is Internet marketing to businesses?– ‘very significant’• Electronics equipment manufacturer Cisco (,90% of its multi-billion dollar global revenue is online• EasyJet (, the low-cost European airline gains90% of its tickets sales online and aims to fulfill the majority ofits customer service requests via the Internet– less significant• fast-moving consumer goods (FMCG) brands, Throughtraditional retail channels• However, the influence cannot be described as insignificant anylonger since the Internet is becoming increasingly important ininfluencing purchase decisionsRtist @ Tourism
  17. 17. • Internet has become an effective way of reaching itstarget markets• Internet can be used to increase the frequency and depthof interactions with the brand• Drinks brand Tango ( uses competitionsand games on its web site to encourage interactions ofthe consumer with the brand• Portrayal of the Internet often suggests that it is merelyan alternative for traditional advertising or only ofrelevance for online purchases of books or CDs• Internet can be readily applied to all aspects ofmarketing communications and can and will need tosupport the entire marketing process.Rtist @ Tourism
  18. 18. The Internet and the marketing concept• Marketing is the process of planning and executing theconception, pricing, promotion, and distribution of ideas, goods andservices to create exchanges that satisfy individual and organizationalgoals– Marketing is the management process responsiblefor identifying, anticipating and satisfying customerrequirements profitability– Create, communicate, deliver, feedback• Internet Marketing is the process of building and maintainingcustomer relationships through online activities to facilitate theexchange of ideas, products, and services that satisfy the goalsof both parties.Rtist @ Tourism
  19. 19. Internet Marketing is…• Full range of activities that you take on theweb, in order to make certain that you aremeeting your customers’ needs and that youare receiving enough value in return for doingso…Rtist @ Tourism
  20. 20. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism