Transcript Slide 1
CURRENT TOPICS IN INTERNET MARKETING • Additional web site features • Special search options in Google • Current developments in Internet Marketing MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 1 Additional Web Site Content Possibilities • Flash and other animation • Video streaming • “Podcasts” for downloading • Newsfeeds MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 2 Online Photos • Tradeoff—resolution vs. file size • Possible solutions – Separate page versions for broadband and dial-up – Optimization based on likely connection held by target segment – Thumbnails leading to higher resolution photos • FrontPage will automatically reduce resolution of photos inserted into a page MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 3 Specialized search features in Google • Search for phrases—put search string in quotes • Exclude words—use minus sign—e.g., marketing – sports will get listings for marketing where the words “sports” does not occur • Use plus sign to require that a common word be included MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 4 More Google Options • Putting emphasis on a term – Order: international marketing vs. marketing International – Repetition—e.g., international international marketing • Domain restriction—e.g., marketing site:.edu marketing site:microsoft.com • Document type restriction—e.g., pricing type:pdf MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 5 Specialized Google Search Engines and Features • • • • • Maps Google Scholar Google Local Froogle Google News – News alerts MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 6 Blogs • Increasingly used for – Political reporting/expression – Other personal expression – Technical/subject communications • Associated mailing lists • Power of links MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 7 Entertainment Content Available Online • Delivery • Technology – For online viewing – For download to iPods or similar devices – Guards against “Tivoing” through commercials • Payment – Flat rate subscription – Per episode download – Free • Advertising sponsored • Non-sponsored MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 8 Spam: Current Tricks • Avoiding detection software – Sending of text as graphics – Random misspelling of words – Hiding true sender address • Commercial spam vs. virus e-mails MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 9 Mobile Internet Access • Access methods – Cell phones – Computers connected to cell phones – “Hot spots” – Ethernet connections at hotels • Issues – Speed – Security – Completeness of content – Reach • Synchronization – – – – MKTG 476 Files E-mail Calendar Contacts CURRENT DEVELOPMENTS Lars Perner, Instructor 10 Search Engines • Microsoft is offering new search engine— currently in “beta” version—to compete with Google—more pages promised • Possible new algorithms – Neural networks – Natural language interpretation – Bayesian updating based on • Searcher • Other searchers MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 11 Market Research • Analyzing text – Blogs – User groups/forums • Consumption situations through photos online – Google Image, Alta Vista Image, Webshots.com MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 12 Online Education and Seminars • Bandwidth requirements • “Synchronous” vs. “asynchronous” MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 13 Internet Access Provider Proposed Charges to Senders • Some ISPs have proposed charges to originators of – E-mail that would bypass anti-spam checks – Bandwidth intensive materials—e.g., • • • • MKTG 476 Streaming/graphics Teleconferencing Movies Songs CURRENT DEVELOPMENTS Lars Perner, Instructor 14 Digital Compression • To original files to facilitate download – With preservation of all non-redundant information – With loss of resolution • Downloading/transmission methods— downloading existing content MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 15 Issues For Specific Sites • eBay • Personals Sites – Feedback system – Payment system • Classmates.com – Reach – Initial sign-up vs. maintenance MKTG 476 – Maturation of service; progression in Product Life Cycle – Liability issues – Opportunities CURRENT DEVELOPMENTS • Special populations— e.g., ethnic, religious groups—ability to screen on specific criteria Lars Perner, Instructor 16