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Session 1 2012, CMIS542

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Session 1 2012, CMIS542

  1. 1. What is in it for 1
  2. 2. What is in it for YOU 1
  3. 3. 2
  4. 4. # 1 In traffic in the online jewelry category Unique visitors  1.3 Million No. of registered customers  1.6 Million AcquiredDiamond.com in 2006 2
  5. 5. AgendaIntroduction To Course Introductions Course Overview Making The Most Of This CourseIntroduction To Online Marketing HistoryOf The Internet Who Is Online? What Do They Do Online? How Does The Net Differ From Other Channels? The Online Marketing Toolkit
  6. 6. Course OverviewAttendance Requirements 13 weekly sessions and an examination You must attend at least 10 sessions Assignment presentation nights are compulsory The exam is compulsoryDivision Of Marks Assignments 5% Mid Term 18% Final Group Project 24% Class Participation 8% Examination 45%
  7. 7. Course OverviewSession One Welcome, Basics, and the Online Marketing ToolkitSession Two Strategy & The InternetSession Three Web Site Best PracticesSession Four Low Hanging Fruit, Finding a Job onlineSession Five Business Intelligence & Customer AnalysisSession Six Online MarketingSession Seven Mid Term Project (submitted by the 21st of October)Session Eight Getting To The InboxSession Nine Social MediaSession Ten Permission And PrivacySession Eleven Online Advertising , SEO & SEMSession Twelve Applying The Online Marketing ToolkitSession Thirteen Assignment 2 PresentationsFinal Exam
  8. 8. Group Assignment OneComparative Web Site Evaluation  Purpose of assignment  Apply what we’ve learned about strategic planning, web site strategy, and user experience  Choose two web sites  Inthe same industry (e.g. Destina.ca vs. Expedia.ca)  Choose your company and a competitor if you wish  For both sites  Apparent web site strategy, target audience  What is the site’s value to users and to the company?  Relative strengths/weaknesses of user experience (high level)  For one site  Suggest improvements (strategy and experience) you would make  Format  Thisis a group assignment  5-10 page report  15 min PowerPoint presentation
  9. 9. What we have learnt over time… iConsumer Group Consumption Group Production Individual
  10. 10. NB – Dark AgesPinny Cave man Concept • Learn how to cooperate and work together • Had to trust each other • Hunter-gatherers • Didn’t see the bigger picture, lived in the now, immediate gratification • Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am 8
  11. 11. CavemanNB – Dark AgesPinny Cave man Concept • Learn how to cooperate and work together • Had to trust each other • Hunter-gatherers • Didn’t see the bigger picture, lived in the now, immediate gratification • Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am 8
  12. 12. Team ConversatioWork n Barter 9
  13. 13. Team ConversatioWork n Barter 9
  14. 14. The Age ofMerchants 10
  15. 15. Commerc eAgricultur Innovatio e nTeam Work Conversation Barter 11
  16. 16. Commerc eAgricultur Innovatio e nTeam Work Conversation Barter 11
  17. 17. The Age ofKnowledge
  18. 18. What do think this is? 13
  19. 19. Educatio n Transpare Mass ncy CommerceAgricultur Innovatio e n Conversati Team Work on Barter 14
  20. 20. Educatio n Transpare Mass ncy CommerceAgricultur Innovatio e n Conversati Team Work on Barter 14
  21. 21. What happened onDecember 16 th 1773? 15
  22. 22. Boston Tea Party party Boston tea 16
  23. 23. Freedom Equality 17
  24. 24. Freedom 17
  25. 25. Flash Mob 18
  26. 26. 19
  27. 27. Gold Rush 19
  28. 28. Industrial revolution20
  29. 29. 21
  30. 30. 60’s 22
  31. 31. 23
  32. 32. 24
  33. 33. 25
  34. 34. What are 40% of peopledoing while watching TV? A) Eating popcorn B) Surfing channels C) Watching Sex in the City D) Sleeping 26
  35. 35. Engaging the Consumer in aMulti-Channel World What other activities, if any, do you regularly do while watching TV? 77% 69% 60% 59% Total 18-34 52% 51% 43% 43% 40% 40% 36% 36% 35% 37% 1 2 3 4 5 6 7 Web House Eat Phone Read Sleep Cook Surfing cleaning Yahoo! Global Market Research Study, 2006.
  36. 36. Engaging the Consumer in aMulti-Channel World What other activities, if any, do you regularly do while watching TV? 77% 69% 60% 59% Total 18-34 52% 51% 43% 43% 40% 40% 36% 36% 35% 37% 1 2 3 4 5 6 7 Web House Eat Phone Read Sleep Cook Surfing cleaning Yahoo! Global Market Research Study, 2006.
  37. 37. 28
  38. 38. Over 1000 TV channels 29
  39. 39. 30
  40. 40. ?30
  41. 41. 31
  42. 42. HumanEducated Simplicity Innovative Transparency Experience 31
  43. 43. The moment of Realization 32
  44. 44. Banana theory33
  45. 45. Bait and switch 34
  46. 46. Target Mission Yield stateme strateg nt Direct y Bait and hit switch Call toChampio action Decoy n 34
  47. 47. 35
  48. 48. Brand Hell 36
  49. 49. Brand Hell 36
  50. 50. Quality Products• 37
  51. 51. 5.3 million views 38
  52. 52. Nothing personal... ...It’s business! 40
  53. 53. New KindLeadership 41
  54. 54. the new bossvideo of the conductor or pic of him 42
  55. 55. President CEO(video of the file landing on the table FBI) 43
  56. 56. change the rules 44
  57. 57. turneverything upsidedown     45
  58. 58. turneverything upsidedown     45
  59. 59. Where is all began 46
  60. 60. Internet• Picture of web 47
  61. 61. MIT paper on Packet Switches 1961 First SPAM email sent 1978 Tim Berners Lee father the NET 1980 Al Gore coins the phrase "Super High 1990 AOL Launches 1992 US Government sets up ARPA Amazon is created N 1958 1995 201955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 48
  62. 62. 49
  63. 63. Dot com bust 2000Yahoo rises %300 Google changes CPC1996 2002 Google is founded Facebook is opened for all 1998 2006 The term BLog was created Firefox 3.0 launches 1999 2008 2000 2005 2010 50
  64. 64. 51
  65. 65. • 1 computer per child 52
  66. 66. N. America Net Usage & Population Population Internet % Population ( 2005 Est.) Users Bermuda 63,849 34,500 54.0 % Canada 32,050,369 20,450,000 63.8 % Greenland 57,024 20,000 35.1 % St. Pierre & Miquelon 7,341 - - United States 296,208,476 202,888,307 68.5 % Total 328,387,059 223,392,807 68.0 % Source: InternetWorldStats.com – July 2005
  67. 67. Household Internet Access Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  68. 68. Internet Access By Demographics Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  69. 69. The Canadian Online Community Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  70. 70. What Do They Do Online?
  71. 71. Time Spent Online Per Week Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  72. 72. Net Is A Major Leisure Time Activity
  73. 73. Canadians Watch TV While Online Never 7% Rarely 13% Frequently 49% Occasionally 31% Source: Custom RTS Survey, October 2003
  74. 74. Online Activities Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  75. 75. Daily break down Newspapers Internet* 17% 8% Magazines 7%Radio 19% W atching TV 37% Video or DVDs 12% 62
  76. 76. Where are they coming from 63
  77. 77. People Visit A Broad Range Of Sites Source: E-marketer
  78. 78. Amount Spent Online In Last Year Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  79. 79. Researched Online, Purchase Offline Source: Ipsos Reid - Summer 2005 - Inter@ctive Reid Report
  80. 80. Age Breakdown Gen Y (18-32) Gen X (33-44) 4% Young boomers (45-54) 7% Older Boomers (55-63) Silent Generation (64-72) 30% Geasers (73+)13% 22% 23% 67
  81. 81. 99% of online population search in a month 68
  82. 82. 99% of online population search in a month 73% of online population stream a video 68
  83. 83. 99% of online population search in a month 73% of online population stream a video 67% of online population visit a social networking site 68
  84. 84. Ecommerce numbers• Online sales 253 Billion• %70 of households are online• 117 million have bought online• B2B to reach 3.8 trillion 69
  85. 85. 191 millionU.S. people age 2+ online in a month, 70
  86. 86. But 77% of 841 million global Internet users now outside of U.S.
  87. 87. Online marketing toolkit SearchSEO/SEM Viral Social Email Comparison Marketing Media Affiliates 62 72
  88. 88. Online marketing toolkit SearchSEO/SEM Viral Social Email Comparison Marketing Media Affiliates aljal 62 72
  89. 89. HOW DOES THE NET DIFFER FROM OTHER CHANNELS 73
  90. 90. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  91. 91. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  92. 92. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  93. 93. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  94. 94. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  95. 95. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  96. 96. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  97. 97. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  98. 98. HOW DOES THE NET DIFFER FROM OTHER CHANNELS UniversalAvailability Global Reach Standards InformationInteractivity Personalization Density Cost Social Long Tail Reduction 73
  99. 99. • 3 Tweets #cmis542 and @pinnyice 74

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