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History: Internet, Social and Mobile

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Alex Brown

Class notes for MBA Class, Digital Marketing

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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
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
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
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
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
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
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
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
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
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
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

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History: Internet, Social and Mobile

  • 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