Transcript Session 1 Introduction to Digital Concepts

Session 1
Introduction to Digital Concepts
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Computer hardware and software
Evolution of the World Wide Web
Establishment of Search Techniques
Development of Social Networking Tools
INTRODUCTION
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You live in a digital age.
Every part of your life depends on
technology.
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Interacting, communicating, studying, working,
banking, travelling, entertainment, shopping
This subject is about the use of digital
technologies in business, particularly in
marketing.
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INTRODUCTION
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Our lectures and case study discussions will
show how businesses use technology to…
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Increase market share and profits
Eliminate time and location boundaries
Serve their customers
Improve decision-making
Our lab exercises will teach you how to use
technology to increase information
management and digital marketing skills (MS
ACCESS, web-based software)
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Business Process – Creating a Campaign
Data vs Information
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Data – raw facts that describe a particular
phenomenon such as the current
temperature, the price of movie rental, or
your age
Information – data that have a particular
meaning within a specific context
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Information Resource
Information is
often
aggregated
data that has
meaning such
as average
age, youngest
and oldest
customer, and
a histogram of
customer ages
Your age – a
piece of data
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Information Technology
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Information technology (IT) – computerbased tools that people use to work with
information
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Hardware – physical devices that make up a
computer
Software – set of instructions that your hardware
executes to carry out a specific task for you
Networking – local area networks, Internet
Databases - systems for storing, organizing and
manipulating data
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Computer Hardware
Source: Wikiversity
Types of Hardware
 Mainframes
 Desktop
PCs
 Laptops
 Mobile
Devices
 Smartphones, tablets and networked ebook readers have assumed data
transmission, Web surfing, email, social
networking and instant messaging duties
Rise of Mobile Usage
Source: Hong Kong Digital Behavior Insights Report (Nov 2011)
Types of Software
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Application software – enables you to
solve specific problems and perform specific
tasks (word processing, web browsing,
email, payroll, inventory management,
customer relationship management, etc)
System software – handles tasks specific
to technology management (operating
system, anti-virus, etc)
Software Downloads from CNET.com
Source: download.cnet.com
Client Server Computing
A
model of computing where the workload in an
application is distributed between the providers
of a service, called servers, and the requestors
of a service, called clients
 Examples: e-mail, World Wide Web
Input and output is done on
the client.
CLOUD COMPUTING
 Hottest
term in technology today
 Cloud computing – model in which any and
all IT resources are delivered as a set of
services via the Internet
 Application
software
 Processing power
 Data storage
 Backup facilities
 Development tools
 Literally everything
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CLOUD COMPUTING
Source: Haag, Stephen, Cummings, Maeve (2010)
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CLOUD COMPUTING
Source: Cloud Computing: A Primer
Advantages of the Cloud
 Uny
end user device to access what you
need on the cloud
 Utility computing – pay for only what you
use instead of buying technology
 Similar
to utilities like electricity and water
 Similar to taking a taxi instead of buying a car
 Lower
capital expenditures
 Lower barriers to entry
 Immediate access to a broad range of
application software
 Real-time scalability
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WORLD WIDE WEB
– multimedia-based collection of
information, services, and sites supported by
the Internet
 Web
 Interface
that you see and work with when
interacting with Web sites and Web-based
services
– vast network of computers that
connects millions of people all over the world
 Internet
 Infrastructure
that makes the Web possible
 Relationship
between the Web and the
Internet (here)
Mod B-19
Evolution of the World Wide Web
http://www.visionmobile.com/blog/2010/09/the-flash-vs-html5-endgame/
Types of Search Tools
 It’s
estimated that there are a trillion unique
Web addresses on the Web as of 2008
(source: We Knew the Web Was Big)
 Deep Web – collections of data that are not
visible to search engines (e.g. passwordprotected databases)
Search Operators for Google Search
Excerpted from: Google Search Help
Categories of Search Tools
 How
to deal with the online explosion of
information ?
 Search
engines - allow you to search almost every
word contained in several billion web pages;
 Search directories - provide a large collection of
links arranged in categories; maintained by human
editors
 Subject directories - maintained by individuals or
groups of individuals - in many cases professional
librarians - who select resources linking to "good
information."
Organic Search Results
http://community.microsoftadvertising.com
Pay-per-click (PPC) ads or sponsored
sites
http://community.microsoftadvertising.com
Social Networking Sites (SNSs)
 SNSs
are focused on making connections
among their users.
 Interactions on a SNS are centred around
profiles in which users describe themselves
and their interests. When users add friends to
their networks, they’re actually establishing
links between their profiles.
 SNSs make it possible to ‘articulate and make
social networks visible’ (Boyd and Ellison,
2007).
Social Networking Sites (SNSs)
 SNSs
are part of a new generation of Webbased technologies and applications that are
known collectively as ‘Web 2.0’.
 Web 2.0 technologies and applications
connect people in numerous new ways and
utilize their collective strengths.
Categories of SNSs
 Online
communities
 Facebook,
 Blogging
LinkedIn,
/ Micro-blogging
 Blogger,
Tumblr, Wordpress, Twitter, Weibo
 Media-sharing
 Youtube,
 Social
Flickr, Photobucket,
reviews
 Openrice.com,
 Link-sharing
 Pinterest,
tripadvisor.com, yelp.com
/ Social discovery
Kaboodle, TheFind, Digg
Social Media Usage for the Past 12 Months
Among HK Users
Source: Hong Kong Digital Behavior Insights Report (Nov 2011)
Digital has changed the world….
The
question is: Have businesses changed ?
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References
 Boyd,
Danah M. and Ellison, Nicole B. (2007),
Social Network Sites: Definition, History and
Scholarship, Journal of Computer-Mediated
Communication, Volume 13, Issue 1, October
2007, retrieved from:
http://onlinelibrary.wiley.com/doi/10.1111/j.10
83-6101.2007.00393.x/full
 Hong Kong Digital Behaviour Insights Report
2011, Nielsen, retrieved from:
http://hk.nielsen.com/documents/HKDigitalBe
haviorInsightsReport-FINAL.pdf
References
 Haag,
Stephen, Cummings, Maeve (2010),
Management Information Systems for the
Information Age 8th ed, McGraw-Hill
International Edition
 Cloud Computing: A Primer, retrieved from:
http://www.cisco.com/web/about/ac123/ac147
/archived_issues/ipj_12-3/123_cloud1.html
 Chui and Fleming (2011), Inside P&G’s
Digital Revolution, retrieved from:
https://www.mckinseyquarterly.com/Inside_P
Gs_digital_revolution_2893