Download Business Communication

E-Marketing/7E
Chapter 1
Past, Present, and Future
Heidelberg Declaration of 1543
• That I with body and soul, both in life and death,
am not my own, but belong unto my faithful Savior
Jesus Christ; who, with his precious blood, has
fully satisfied for all my sins, and delivered me
from all the power of the devil; and so preserves me
that without the will of my heavenly Father, not a
hair can fall from my head; yea, that all things must
be subservient to my salvation, and therefore, by his
Holy Spirit, He also assures me of eternal life, and
makes me sincerely willing and ready, henceforth,
to live unto him.
The Barack Obama
Campaign Story
• President Obama made history by his use of emarketing to win the 2008 election.
• Obama’s internet strategies targeted 18-29- year-old
voters because 93% are online.
• His 2012 efforts added higher levels of sophistication,
including the use of social media and mobile
marketing.
– Facebook displayed over 33 million “likes.”
– The Obama YouTube channel had over 286,000
subscribers and 288 million upload views.
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Q. 1. Define Internet.
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Internet
• The internet is a global network of interconnected
networks.
• Data move over phone lines, cables and satellites.
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History of the Internet
1957 – ARPA/DARPA
1970 – ALOHANet
1980 – HOSTS CREATED
1962 – ARPANET
1971 – EMAIL
1990 – HOSTS >100,000
1969 –
UCLA & STANFORD
1973 –
UCLA-LONDON-NORWAY
1991 – HTML
Q. 2. Define E-business.
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E-business
• E-business is the continuous optimization of a
company’s business activities using digital
technology.
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Q. 3. Define E-commerce.
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E-commerce
• E-commerce is the subset of e-business focused
on transactions.
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Q. 4. Define E-marketing.
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E-marketing
• E-marketing is the result of information
technology applied to traditional marketing.
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Q. 5. What are the features of today’s
Internet Climate?
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Today’s Internet Climate (1 of 2)
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E-commerce
Advertising online
Search Engine Marketing (SEM)
User-generated content
Single common platform
Global in scope
Level playing field
Online communities
Personalization
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Today’s Internet Climate (2 of 2)
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Internet communications
Mobile internet access
Local marketing
Marketer transparency
Infrastructure processing
Metrics rule
Always-on
Many-to-many communications network
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E-Marketing Is Bigger than the Web
• The Web is the portion of the internet that
supports a graphical user interface for hypertext
navigation with a browser.
• The Web is what most people think about when
they think of the internet.
• Electronic marketing reaches far beyond the
Web.
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The Web Is Only One Aspect of EMarketing
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E-Marketing Is Bigger than Technology
• Individuals: The internet provides individual users
with convenient and continuous access to
information, entertainment, networking, and
communication.
• Communities form around shared photos (Flickr),
videos (YouTube), and individual or company
profiles (Facebook).
• Businesses: The digital environment enhances
processes and activities for businesses.
• Societies and economies are enhanced through
more efficient markets, more jobs, information
access, communication globalization, and more.
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Global Internet Users
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Internet Communities in 2012
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Q. 6. Discuss the internet infrastructure
stack.
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Infrastructure Stack
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Telecommunications
Website hosting
Internet hardware and software
Website operations
Managed/Applications service providers
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Infrastructure Stack - Example
DAILY RUNNING
HD
TNU
COMCAST
McGraw-Hill/Irwin
©2006 The McGraw-Hill Companies, Inc. All rights reserved.
Q. 7. What are the three types of access
to the internet?
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Access to the Internet
– Public internet
– Intranet: network that runs internally in an
organization
– Extranet: two or more joined networks that
share information
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Q. 8. Describe the age of E-marketing.
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E-Marketing’s Past:
Web 1.0
• The internet started in 1969 as the ARPANET, a
network for academic and military use.
• Web pages and browsers appeared in 1993.
• The first generation of e-business was like a gold
rush.
– Companies quickly attracted sales and market
share, but negative profits.
– Between 2000 and 2002, more than 500 internet
firms shut down in the U.S.
– By Q4 2003, almost 60% of public dot-coms
were profitable.
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E-Marketing’s Past:
Web 1.0
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Lower costs
Measurable results
Global reach
Personalization
One-to-ne marketing
Better conversion rates
Twenty-four-hour marketing
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Internet Timeline
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2001 Garner Hype Cycle
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The E Drops from
E-Marketing
• Gartner predicted that the e would drop, making ebusiness just business and e-marketing just
marketing.
• Nevertheless, e-business will always have its unique
models, concepts, and practices.
• The e-marketing landscape is changing rapidly due
to consumer-generated content, mobile internet
access, social media and disruptive technologies.
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E-Marketing Today:
Web 2.0
• Web 2.0 technologies connect people with each other
through social media, which have created
opportunities and challenges for marketers.
– Power shift from sellers to buyers.
– Inbound Marketing.
– Customer engagement
– Social media metrics
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Power Shift From Companies To Individuals
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New Technologies
• Wireless networking
and mobile computing.
– 4G is a fourth-generation
high speed wireless
technology.
• Appliance convergence.
– LG internet refrigerator
is many digital
appliances in one.
• Voice navigation.
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The Future: Web 3.0
• Sir Tim Berners-Lee, coinventor of the World
Wide Web, has been working on technology to
organize online data for greater user convenience,
i.e., the semantic Web.
– Users can easily find information based on its
type.
• The value of the semantic Web is information on
demand.
• Experts believe the semantic Web will become a
reality over the next decade.
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The Future: Web 3.0
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Appliance convergence
Loss of distinction
Increase of wireless networking
Semantic web
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Evolution from Web 1.0 to Web 3.0
Web 1.0
Content creator (cc)
Consumer (c)
cc & c
Web 2.0
cc & c
cc & c
cc & c
cc & c
Web 3.0
Semantic Web
@
agent
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cc & c
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Q. 9. What are the opportunities and
challenges of Web 2.0?
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Other Opportunities And Challenges
In Web 2.0
• Internet adoption matures. • High broadband
• Online retail sales
adoption at home
matures.
• The long tail.
• Search engines are now
reputation engines.
• Content is still King.
• Improved online and
offline strategy
integration.
• Intellectual capital rules.
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Stepping Stones to Web 3.0
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Higher bandwidth
Faster connection speeds
Artificial intelligence
Seamless social networking
Modular Web applications
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Q. 10. What are the 10 driving principles
of the new internet economy?
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Driving principles
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Information equals value
Distance no longer matters
Speed is the essence of internet business
People are the key assets of internet businesses
Growth rates are based on network nature of businesses
Value in a network rises exponentially with market share
Market power is determined by skill in managing
information
• Dramatic shift in the direction of customers
• Customization
• Era of instant gratification is upon us.
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