Download Chapter 6: The Web and E

Chapter 6:
The Web and E-Commerce
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 1
Learning objectives
1.
2.
3.
4.
5.
Web strategy
Website information architectures
E-commerce
Website marketing
Web 2.0
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 2
Newspaper industry
• Users read news online for free
• Impact on print newspapers
• Internet disruption of business models
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 3
Web strategy (1:2)
• Inform or entertain
audience
• Influence audience
• Sell products or
services
• Facilitate offline
relationships
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 4
Web strategy (1:2)
• Inform or entertain
audience
• Influence audience
• Sell products or
services
• Facilitate offline
relationships
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 5
Naming the website
•
•
•
•
•
Uniform resource locator (URL)
Domain name system (DNS)
Hypertext transfer protocol (http://)
File transfer protocol (ftp://)
Top-level domain
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 6
Managing domain names
• Internet Corporation for Assigned Names
and Numbers (ICANN)
• Legal disputes
• Cybersquatting and typosquatting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 7
Website design
• Hierarchical
architecture
• Multi-dimensional
architecture
• Sequential
architecture
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 8
User interface design
• Usability
• Accessibility
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Chapter 6 - 9
Software development
strategies
• Web browser
• Hypertext markup
language (HTML)
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Chapter 6 - 10
Interactive websites
• Javascript
• AJAX
• Flash
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Chapter 6 - 11
Content management
systems
• Content
management
• Cascading style
sheets (CSS)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 12
E-Commerce
• Online transactions
• Security
• Trust
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 13
Marketing the website
(1:2)
• Search engine
optimization
• Search terms and
key words
• Page rank and
relevance
• Search engine
scams
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 14
Marketing the website
(2:2)
• Search engine
optimization
• Search terms and
key words
• Page rank and
relevance
• Search engine
scams
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 15
Web advertising (1:2)
• Click-through rate (CTR)
• Target advertising
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 16
Web advertising (2:2)
• Search portals
• Online marketing challenges
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 17
Web 2.0
• Crowdsourcing
• Expanding data
• Learning web
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 18
Summary
1.
2.
3.
4.
5.
Web strategy
Website information architectures
E-commerce
Website marketing
Web 2.0
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 19
NTT Docomo case
•
•
•
•
Mobile e-commerce
Near-field communications
Osaifu keitai
Expansion
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Chapter 6 - 20
Pandora case
• Business model
• Recommendation engine
• Mobility
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 21
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 - 22