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Past, Present, and Future E-M ARKETING /6E C HAPTER 1.

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Presentation on theme: "Past, Present, and Future E-M ARKETING /6E C HAPTER 1."— Presentation transcript:

1 Past, Present, and Future E-M ARKETING /6E C HAPTER 1

2 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-2 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL C HAPTER 1 O BJECTIVES  After reading Chapter 1, you will be able to:  Explain how advances in Internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society.  Distinguish between e-business and e-marketing.  Explain how increasing buyer control is changing the marketing landscape.  Understand the distinction between information or entertainment as data.  Identify several trends that may shape the future of e- marketing.

3 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-3 T HE B ARACK O BAMA C AMPAIGN S TORY  Barack Obama’s Internet strategy targeted year-old voters because 93% are online and used the Internet to get information and connect with friends.  Facebook displayed over 8 million Obama friends.  Two-thirds of all campaign funds came from Obama’s online channel.

4 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-4 I NTERNET 101  The internet is a global network of interconnected networks.  and data files move over phone lines, cables and satellites.  There are three types of access to the Internet:  Public internet  Intranet: network that runs internally in an organization.  Extranet: two joined networks that share information.

5 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-5 E- BUSINESS, E- COMMERCE, E- MARKETING  E-business is the continuous optimization of a firm’s business activities through digital technology.  E-commerce is the subset of e- business focused on transactions.  E-marketing is the result of information technology applied to traditional marketing.

6 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-6 E-M ARKETING I S B IGGER THAN THE W EB  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.

7 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-7 T HE W EB I S O NLY O NE A SPECT OF E-M ARKETING

8 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-8 E-M ARKETING I S B IGGER THAN T ECHNOLOGY  The Internet provides individual users with convenient and continuous access to information, entertainment, and communication.  Communities form around shared photos (Flickr), videos (YouTube), and individual or company profiles (Facebook).  The digital environment enhances processes and activities for businesses.  Societies and economies are enhanced through more efficient markets, more jobs, and information access.

9 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-9 G LOBAL I NTERNET U SERS

10 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-10 E-M ARKETING ’ S P AST : W EB 1.0  The Internet started in 1969 as the ARPANET, a network for academic and military use.  Web pages and browsers appeared in  The first generation of e-business was like a gold rush.  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.

11 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-11 I NTERNET T IMELINE

12 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-12 T HE E D ROPS FROM E-M ARKETING  Gartner predicted that the e would drop, making e-business just business and e- marketing just marketing.  Nevertheless, e-business will always have its unique models, concepts, and practices.  Online search  Online data collection

13 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-13 E-M ARKETING T ODAY : W EB 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.  Consumers trust each other more than companies.  Market and media fragmentation.  Online connections are critical

14 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-14 POWER SHIFT FROM COMPANIES TO INDIVIDUALS

15 1-15 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 15 OTHER OPPORTUNITIES AND CHALLENGES IN WEB 2.0  Internet adoption matures.  Online retail sales reach 4% of all sales.  Search engines are now reputation engines.  Content is still king.  Improved online and offline strategy integration  Intellectual capital rules  60% broadband adoption at home  The long tail

16 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-16 T HE F UTURE : W EB 3.0  Lines between traditional and new media are blurring.  Appliances are converging and becoming “smart.”  Wireless networking is increasing.  Semantic web will provide worldwide access to data on demand without effort.

17 ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-17 H OW DO EXPERTS CHARACTERIZE W EB 3.0?  Semantic web will be achieved and the mobile device will be the primary Internet connection tool by 2020 (Pew study).  Interactive media will cannibalize traditional media (Forrester Research).  Web 3.0 will ultimately be seen as applications which are pieced together…run on any device…are very fast…are distributed virtually (Eric Schmidt of Google).

18 I MPORTANT Q UESTIONS 1. Define e-business and e- marketing. 2. What are the characteristics of Web What are the benefits of e-business. ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 1-18

19 1-19 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall


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