Transcript Internet Marketing

Internet Marketing
An Introduction
Copyright, Angela D’Auria Stanton, Ph.D., 2008-09. All Rights Reserved
Usage of the Internet
• 1.4 billion users worldwide (almost 22% of the world’s
population)
Source: http://www.internetworldstats.com/stats.htm
Top Web Sites
• http://www.alexa.com/site/ds/top_sites?ts_m
ode=global&lang=none
• http://www.quantcast.com/top-sites-1
What do Users in the U.S. do
on the Internet?
• http://www.pewinternet.org/trends/Daily_Int
ernet_Activities_7.22.08.htm
What are the Demographics
of U.S. Internet Users?
• http://www.pewinternet.org/trends/User_De
mo_7.22.08.htm
Global Index Chart
Month of October 2008, Panel Type: Home
October
2008
September
2008
% Growth
Sessions/Visits per Person per Month
37
35
+5.43
Domains Visited per Person per Month
72
68
+5.77
1,600
1,489
+7.41
42
42
+0.89
38:07:33
33:21:30
+14.29
Time Spent During Surfing Session
1:02:36
0:57:45
+8.40
Duration of a Web Page Viewed
0:00:50
0:00:47
+6.08
Active Digital Media Universe
366,579,976
369,939,966
-0.91
Current Digital Media Universe Estimate
544,618,961
555,535,420
-1.97
Web Pages per Person per Month
Page Views per Surfing Session
PC Time Spent per Month
Active Digital Media Universe: People that have used a computer capable of connecting to the Internet AND visited a
Web site and/or launched any computer file tracked by Nielsen//NetRatings' applications metering module.
Current Digital Media Universe Estimate: People over the age of 2 that have access to the Internet from a personal
computer at home; includes active and non-active persons in the household.
Source: http://www.netratings.com/press.jsp?section=pr_netv&nav=3
The Digital Divide
• The digital divide refers to the gap between
people with effective access to computers and
the internet and those without access. Stages
include:
– The Economic Divide – some people can’t afford a
computer and/or internet access.
– The Usability Divide – technology is too difficult
for many to understand (e.g. low literacy, seniors,
etc.)
– The Empowerment Divide – not making full use of
the opportunities technology affords
Where Are We?
Visibility
U.S.
Recession
Dot-com
peak
Technology
Trigger
Peak of
Inflated
Expectation
1990-1996 1999
Equity times
Source: Gartner Research
2000
Trough of
Disillusion
2001 2002
Debt Times
E-Business
becomes “just
business”
Slope of
Enlightenment
2003
Plateau of
Profitability
2004
2005
2006
Positive Cash Flow
The Evolution of the Web
• Web 1.0: The movement that took place in the
early days of commercialization of the WWW.
Back then the primary use of the Internet was
taking print media and posting it online.
– This movement is still going on and will probably
never stop. This is because as new data becomes
available it needs to be made available online.
The Evolution of the Web
• Web 2.0: After all this data was posted online
with the Web 1.0 movement, the online
community began to look for ways to share all
of this data. The main question that drove this
movement, “How can I take this data and
share it with other people?”
– Uses the concept of social networking to create a
community
– Types of popular applications include blogs,
sharing sites (e.g. YouTube, Flickr), wikis, social
networking sites, etc.
The Evolution of the Web
• Web 2.0 (continued)
– Really Simple Syndication (RSS) is a primary
distribution method of Web 2.0 technologies
• It is a way for people to receive information from blogs,
news sites, podcasts, etc. at self-selected intervals
eliminating the need to visit sites individually.
• By sending the info wherever and whenever you want
it, RSS is the ultimate push-marketing tool.
• Web 2.0: The Machine is Using Us (YouTube video)
The Evolution of the Web
• Web 3.0: Still to come but visualized to be the
integration of data and applying it in
innovative ways
– Imagine taking things from Amazon, integrating it
with data from Google and then building a site
that would define your shopping experience
based on a combination of Google Trends and
New Products.
Using Web 2.0 Technologies at RU
• Check out RU’s Admissions site at:
http://admissions.asp.radford.edu/default.aspx. The
site, in its
present form, is only employing web 1.0 technology.
• Get into some small groups and discuss some ways in
which RU could employ some web 2.0 technologies
for Admissions (a directory of various web 2.0 technologies can be
found at http://www.listio.com)? What would be the
advantages of your suggestions? What are some
potential problems? Please type up your suggested
approaches (along with the advantages and
problems you discussed for each) in a Powerpoint
and e-mail this to me at [email protected].
Each group will be asked to present their ideas to the
class.
Strategic Drivers of the Internet Economy*
1.
2.
3.
4.
5.
6.
7.
8.
9.
Information provides the greatest value added
Distance no longer matters
Speed is of the essence
People are the key assets
Growth rates are accelerated by the network
Market power is determined by skill in managing information
Marketplace power has shifted in the direction of customers
The Internet makes it possible to deal with customers on a
one-to-one basis
The era of instant gratification is here
* Internet Marketing: Integrating Online and Offline Strategies, Mary Lou Roberts, 2003, p. 15.
How Marketing has changed
due to Technology
• Ubiquity (any time/any place) – the marketplace has
been replaced by “marketspace” is removed from
temporal and geographic location
• Global Reach
• Universal Standards – costs of delivering marketing
messages and receiving user feedback have been
reduced because of shared, global Internet standards
• Richness – video, audio and text can be integrated
into a single marketing message and consuming
experience
How Marketing has changed
due to Technology
• Interactivity – consumers can be engaged in dialog,
dynamically adjusting the experience to the
consumer, and making the consumer a co-produce of
goods/services sold
• Information Density – Highly detailed information on
consumers’ real-time behavior can be gathered,
analyzed and used for marketing purposes
• Personalization/Customization – Products and
services can be differentiated to individuals
• Social Technology – user-genereated content, social
networking sites and blogs have created new online
audiences where the content is provided by users
What do you think
about targeted advertising?
• Read the following article:
http://www.washingtonpost.com/wp-dyn/content/article/2008/09/02/AR2008090202956.html
• Items for discussion:
– What do you think about using information you provided
for targeted ads?
– Look at your Facebook and/or MySpace page. What ads
are you seeing? Why do you think these ads were
selected? Are they relevant? Why or why not?
eBusiness vs eCommerce vs eMarketing
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eBusiness: The process of using Web technology
to help businesses streamline processes, improve
productivity and increase efficiencies. Enables
companies to easily communicate with partners,
vendors and customers, connect back-end data
systems and transact commerce in a secure
manner.
eCommerce: Any transaction completed over a
computer-mediated network that involves the
transfer of ownership or rights to use goods or
services.
eMarketing: The process of facilitating the
exchange of products (goods, services, ideas,
experiences, people, places, properties,
organizations, information, ideas) via computermediated networks and related digital
technologies in conjunction with traditional
communications to satisfy individual and
organizational goals.
eBusiness
eCommerce
eMarketing
Internet Marketing is Not New
Traditional Marketing
Internet Marketing
 Broadcast Advertising
Banner Ads
 Direct Mail
eMail
 Press Releases
Website pressroom
 Promotions
Online Events
 Networking
Chat Rooms/Listservs
 Word of Mouth
Viral Marketing
Comparison of Activities
E-Commerce
Internet Marketing
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Security Issues
Electronic Payment Systems
Firewalls
Purchasing and Support Activities
(order fulfillment, front-end
and back-end systems)
Internet Marketing
Legal Issues
Supply Chain Management
Tax Issues
Web server and software tools
Web hardware, networking
E-Commerce Strategy Development
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Environmental scanning, needs
assessment, and market research
Segmenting, targeting, and
positioning
Online branding
Developing the Marketing Mix
– Product strategies (e.g.,
branding)
– Pricing strategies
– Distribution strategies (e.g.,
e-tailing)
– Promotion (Adv., Personal
Selling, Sales Promotion,
etc.)
Web Design? Yes and No
7 Top Online Marketing Trends for 2009
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Increase customer retention efforts.
Create more attractive content (especially video) because it cost-effectively engages consumers at
many touch points during the purchase cycle, leverages internal resources, and aids search
optimization.
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Develop more targeted and relevant communications to be disseminated across a variety of
devices, including advertising, e-mail, smartphones, text messages, and instant messages.
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Better leverage communities. While social communities expanded and new niche sites evolved in
2008, companies must think more broadly about their prospects, customers, and other influencers
this year. This means evolving beyond the engagement phase of dealing with customers to show
them the love.
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Increase analytic sophistication to drive business decisions in a resource-constrained environment.
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Enhance search marketing advertising despite increased cost, because search engines are still the
first place online users turn to find information.
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Continue to integrate distribution channels despite the internal corporate challenges and higher
costs. Multichannel merchants will face increased complexity and thinner margins unless they
become more efficient.
Source: http://www.clickz.com/3632306