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1 INTERNET The e Age Business Tool Jiten K. Goradia.

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Presentation on theme: "1 INTERNET The e Age Business Tool Jiten K. Goradia."— Presentation transcript:

1 1 INTERNET The e Age Business Tool Jiten K. Goradia

2 2 eVOLUTIO N of INTERNET

3 3 In a nutshell Started as a small US govt. project in 1970 The Advanced Research Project Agency (ARPA) linked their computers, called it ARPANET The Advanced Research Project Agency (ARPA) linked their computers, called it ARPANET Today the Internet has million of computers from individuals, small networks to mega networks Today the Internet has million of computers from individuals, small networks to mega networks

4 4 Stages Of Evolution www World Wide Web www FTP File Transfer Protocol FTP Gopher- Menu Style Information Browsing and Searching Gopher- Menu Style Information Browsing and Searching

5 Touch tone (digital) phones Personal Computers Sputnik & Space race Affordable flying Main frame computers Cell phones Instant Messaging Trains (standardized time zones) Electric typewriters Interstate Highway System Internet Teleportation? Automobiles Personal Fax Machines Assembly lines & mass production Late 1800s th Century Speed, Complexity Volume Increases Events that have increased the Speed, Complexity, & Volume of work in an information & knowledge world Technology & Life Not Many events/inventions have impacted life as much as the INTERNET

6 6 Information On Internet All worldwide published information Between 1999 & 2002 the total amount of all information published in the world doubled (equaled the amount published in all 4000 years of recorded history) AD 1000 AD BC 2000 BC years of recorded history

7 7 The Four Virtual Spaces

8 8 MARKeTING on the INTERNET

9 9 Basic Forms of Virtual Business Business-to-Consumer (B2C) Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Basic Forms of Electronic Commerce Business-to-Business (B2B) Business-to-Business (B2B)

10 10 The Internet Presence InternetMarketingTechniquesInternetMarketingTechniques Corporate Web Site Interactive Web Site

11 11 Characteristics of Internet Users Grouped around common INTERESTS – Interests can be personal or professional – Interests can be information or entertainment driven – Interests also drive word of marketing – Users who are Instant Decision Makers Geographically Dispersed – Access to a world-wide customer base – Hit rates may be low but cost of per successful response is highly attractive

12 12 The Opportunity - 1 to 1 Marketing 1 – 1 Marketin g Interaction Identification Tracking Differentiation Customization

13 13 Two Primary Considerations PLASTICITY Internet is always changing The information on internet can be changed Latest developments can be passed on to the customers PLASTICITY Internet is always changing The information on internet can be changed Latest developments can be passed on to the customers PARTICIPATION Internet marketing requires active participation of the target audience The marketers are dependent on the customer PARTICIPATION Internet marketing requires active participation of the target audience The marketers are dependent on the customer

14 14 Electronic Marketing Channel The New BusinessMultiplier Find out about products Get answers to questions Leave messages Solve problems Make purchases

15 15 Internet Marketing Strategy Push Strategy Television, Radio, Print Pull Strategy Internet

16 16 Internet Marketing Plan Analysis of Internet Marketing Environment Analysis of Internet Marketing Environment Statement of Companys On-Line Business Strategy Statement of Companys On-Line Business Strategy Specific Internet Marketing Objectives and Strategies Specific Internet Marketing Objectives and Strategies

17 17 Internet Marketing Objectives InternetMarketingObjectivesInternetMarketingObjectives Sales Level Repeat Purchase Market Positioning Image Brand Awareness On-Line Market Share

18 18 Factors in Internet Marketing Programs FactorsinInternetMarketing Degree of program sophistication Program Magnitude Program Dynamics Prior Internet marketing experience

19 19 Marketing Research through the Web The Web inMarketingResearch inMarketingResearch Vast information sources for secondary research Vast information sources for secondary research Better primary research Web-based surveys and focus groups Web-based surveys and focus groups Information about competitors

20 20 Internet Demographics and Trends FactorsInfluencingOn-Line Buying Behavior FactorsInfluencingOn-Line Attitude toward technology Income Motivation to use Technology

21 21 Internet Buyer Categories Internet Early Adopters Mainstreamers Laggards Internet Demographics and Trends

22 22 On-Line Positioning Identify the most important target market Identify that markets on-line need Determine how the companys Internet presence meets that need Identify how the on-line presence is better than the competition.

23 23 Product Strategies on the Web Personalized Service Branding Virtual On-Line Product Trials Ways to Overcome Lack of Product Contact Ways to Overcome Lack of Product Contact

24 24 Customer Relationship Marketing on the Internet Opportunitiesfor Customer Relationship MarketingOpportunitiesfor Marketing Profiles of preferences notifications Customer service Convenient on-line shopping

25 25 On-Line Promotion Banner Advertisements Button Advertisements Interstitial Advertisements Untargeted Marketing Targeted Marketing

26 26 The Virtual Community Bulletin Boards Chat Rooms Newsletters Discussion Lists Types of VirtualCommunities VirtualCommunities

27 27 Examples of Internet Strategies Increase or enhance exposure Improve customer service Provide new products/services Add value to existing products/services Lower overall company costs Create one-to-one customer relationships

28 28 Advantages of Electronic Publications Information content that is more current The ability to make complex searches Easier access to worldwide information Incorporation of multi-media Lower publication costs

29 29 Uses of Interactive Web Sites Execute Transactions Deliver Electronic Products and Services Collect Demographic and Behaviouristic Customer Data

30 30 Internet Direct Selling AdvantagesAdvantages Eliminate distribution network complexity Increase customer traction at low costs of contact DisadvantagesDisadvantages Need to manage all channel activities Hit rates may be low

31 31 E-Tailing Retailing on the Web

32 32 Internet Shopping vs. Store Shopping For many, Internet shopping is more convenient and less expensive Store shopping provides product touch and feel E-tailing changes shopping from entertainment to a functional task

33 33 Evaluating the Outcome Hits Capturing Web Statistics Capturing Web Statistics Page View Site Registration Cookie Technology

34 34 FINANCIAL S of NeTTING NeTTING

35 35 Financials ,00,000 8,00,000

36 36 Financial Implications Competitive advantage Reduction in expenses Reduced inventory Lower financial barriers to entry Lower financial barriers to entry

37 37 THANK YOU


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