Internet Marketing

Soviet Union launches Sputnik
Oct 4 1957
Pres Eisenhower creates ARPA, a DOD project
Feb 1958
DARPA
ARPA changes name to….
DARPA in 1996
Changed back and forth from DARPA to ARPA and settled on….
1 megabyte
A large novel – Size of a tiny ant
1 gigabyte
Info in the human genome – Size of a short person
1 terabyte
Annual world lit. production – Size of the Auckland Harbor Bridge
1 petabyte
All US academic research libraries – Length of New Zealand
1 exabyte
2/3’s of the annual production of info – Diameter of the sun
The research that culminated in the ARPAPNET – the precursor of the Internet
DARPA initiatives and funding from the National Science Foundation (NSF) led to…
Jan 1,1983 – ARPAPNET’s Network Control replaced by TCP/IP
The dawn of the modern Internet
1991: Commercial restrictions…
lifted on the Internet
the Internet’s main high speed lines and nodes to private industries
1995: NSF hands over…
The Internet’s Characteristics (7)
1. Network of Networks
2. IP devices
3. Non-proprietary (PUBLIC)
4. Worldwide
5. Cooperative
6. TCP/IP (Transmission Control Protocol/Internet Protocol)
7. Synchronous and asynchronus data exchange
IETF (Internal Engineering Task Force)
Primary organization which oversees standards for the Internet – an open international community of network designers, operators, vendors, and researchers
ICANN (Internet Corporation for Assigned Names and Numbers)
Responsible for IP address space allocation and domain name system management
InterNIC (Network Information Center)
Currently defunct – Played a role similar to ICANN in the past
IAB (Internet Architecture Board)
A technical advisory group of the Internet Society, which is responsible for overseeing the technical evolution of the Internet
Highest number of Internet Users by Country
China
Highest Internet penetration rate by country
Iceland
US is 20 something?
The “fathers” of the Internet
Robert “Bob” Kahn
Vint Cerf
The concept of the “killer app”
IBM PC
the spreadsheet
The concept of the “killer app”
Macintosh
desktop publishing
The concept of the “killer app”
The Internet
Email
Ray Tomlinson (employee of BBN – company instrumental in the development of ARPAPNET)
Inventor of the email
1971 by Tomlinson
First email sent when and by whom
The rise of the Web
Static Websites
BrochureWare
websites or web pages produced by converting a company’s printed marketing or advertising material into an Internet format.
The rise of the Web
Web 2.0 Characteristics (3)
1. User generated content
2. Emphasis of usability
3. Interoperability
The rise of the Web
Web 2.0 Origin of the Idea
O’Reily
The rise of the Web
Web 2.0 Requirements
Server side languages
Databases
e-commerce
According to your instructor, which of the following is the most prevalent spelling of the term of electronic commercial transactions?
1983
The origin of the Internet can be traced back to a modest project that began in _____.
Small and simple
Personal resume websites are best examples of websites that are ______ ___ ________.
UK
What is the nationality of the person who invented the WWW?
e-governance
The website operated by the City of Denton and the USA.gov website are both best classified as sites that deal with ______.
Every 12 hours
According to one expert’s estimates, the quantity of human knowledge used to double every 25 years at about the end of WWII. In the near to intermediate future, however, that kind of growth is expected to take place every _______.
US National Science Foundation (NSF)
Which of the following organizations played a key role in the genesis of the Internet?
Server side language examples
PHP
ASP.net
Java
Python
C
C++
Go
ColdFusionMarkupLanguages (CFML)
Perl
Google.com
Alexa’s Rankings:
Most Popular Website
1. Power shift – to the consumer
2. Time compression / Increased velocity
3. Death of distance / Global reach
4. Knowledge placement / Primacy of Intellectual Capital
5. Interoperability / Interdisciplinary focus
6. Market deconstruction / disintermediation
Name The new rules of the evolving economy (6)
Market deconstruction / disintermediation
Channel bypass
DELL
Casper
e-commerce
Commercial transactions conducted electronically on the Internet
E-business
“All about time cycle, speed, globalization, enhanced productivity, reaching new customers and sharing knowledge across institutions for competitive advantage”
– said by: Louis V. Gerstner, Jr. (ex-Chairma, IBM)
EB = EC + BI + CRM + SCM + ERP
E-business formula
Digital marketing / e-marketing / Internet marketing
“the marketing of products and services using digital channels to reach consumers”
– said by: Financial Times Lexicon
enables engagement like Pepsi’s “Do us a flavor” campaign
Inbound marketing
Idea is to pull consumers (instead of “spray and pray”) and turn strangers into promoters of your business
Seth Godin said that it is “similar to permission marketing”
Brian Halligan, CEO of HubSpot
Who introduced Inbound Marketing?
Amazon.com
Zappos
Southwest Airlines
Name Inbound Marketing – Examples of companies
Inbound Marketing definition from HubSpot
Using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, attracts qualified prospects to your business and keeps them coming back for more.
Generate interactivity
Create interest / excitement
Sustain relationships with customers
Essence of Digital Marketing (Name the 3)
Philadelphia Zoo
Example of the Essence of Digital Marketing
Depends on who you ask – different people see it differently
What is e-commerce / Internet marketing?
“The Elephant in the Dark” – remember video
What is e-commerce / Internet marketing like?
Technical (engineering)
Creative (art)
Commercial (business)
Different functions within digital marketing
All (technical, creative, commercial) centered around project management
The different functions within digital marketing in larger companies is….
A large and complex type/scope of website example(s) are…
Web 2.0 sites
Facebook, USA.gov
Portal for Indian Railways
Alibaba.com
…. and more
One of the 2 types of website categorization is based on…
Type of ownership:
Personal
Commercial
Governmental
Non-profit
The second type of website categorization is based on…
Type of the “transaction dyad”:
Business-to-consumer (B2C)
Business-to-business (B2B)
Consumer-to-business (C2B)
Consumer-to-consumer (C2C)
Amazon, Dell computers
B2C examples
Alibaba.com
B2B examples
Fotolia, UpWork.com, webmasters using Google AdSense
C2B examples
eBay, craigslist, GumTree, Airbnb
C2C examples
Amazon Affiliate serves both C2C and C2B
Overlap of models example
e-governance “x2y” types
G2C
G2B
G2G
G2E
Business Model
How businesses expect to create revenues and generate a profit
A SIMPLE business model
A company makes goods and sells it to its customers
Revenue exceeds costs, thus there is a profit
Categories of business models
Advertising
Affiliate Marketing
Brokerage
Merchant
Subscription
Amazon affiliate
Example of affiliate marketing
Priceline
Example of brokerage
Manufacturers – Dell.com
e-tailers – Amazon, WalMart, Staples
Bit vendors – Getty Images, StockPhotos, iTunes
Examples of merchant
Netflix, Spotify
Also traditional companies like Adobe Systems, Microsoft
Examples of subscription
“pure play” e-tailers
Amazon and Newegg is an example of what under merchant business model
“click and mortar” or “brick and click”
Staples and WalMart is an example of what under merchant business model
Community business model
All social media sites
Thrives on loyalty
Associated with high levels of involvement
Revenue Model vs. Business Model
_________ are how you plan on making money and _________ are how you plan to continue to make money.
– said in an article by: James Garvin
a mix of revenue models
Typically organizations use….
earliest, easy, not
Advertising was one of the ________ models and seems ______ but it is ______