1. Chapter 1 Internet and Mobile Marketing in the Digital Ecosystem
Chapter 1 Internet and Mobile Marketing in the Digital Ecosystem

2. The Internet is an Open System What Does That Statement Mean?
Why Is It Important?
Access to the internet is available to all. That goes not only for the content, but for access to the foundation technology that runs the internet.
That, of course, doesn’t mean that everything is free but much is—from browsers to open source operating systems to open source platforms for the most basic of computer work.
If it were restricted to any group or groups of people, it would be a very different type of system.

3. The Development of the
World Wide Web

4. Internet History Highlights
1956 Dartmouth Conference > Concept Established
1957 Sputnik Accelerated Arms Race
Nationwide Communications Net Desirable
Computer Called Interface Message Processor Made ARPANET Possible
1983 TCP/IP Networking Protocol Invented
NSF Net Did Not Officially Allow Commercial Messages Until 1991

5. Growth Accelerated after 1991
Launched in Ello, Jet.com, Mink, Slack
After that, companies haven’t really had time to make their mark
2015
Includes Square
2016

6. Disruption Tends to Come in Waves
Management Perspective Differs from Technology Perspective

7. The Internet of Everything
IoE and IoT
The Internet of Everything
The Internet of Everything means bringing together people, processes, data and things to make networked connections and information more relevant and valuable than ever before
The Internet of Things
The Internet of Things is the network of physical objects accessed through the Internet

8. Marketers Focusing on IoT Three Main Components

9. What Is Next? Virtual Reality (VR) Embeds Objects into Actual Settings
With or Without Glasses
Augmented Reality (AR)
Adds Digital on Top of Real World
Requires Viewing Tools or Gaming Technology
Mixed Reality (MR)
Viewer Sees Interactive Combination of Real and Virtual Objects
Often Includes a Game Controller

10. Can You Think of Firms That Have Changed the Way
Value is Produced and Consumed?
in the Entertainment Industry?
in the Communications Industry?
in the Food Industry?
in the Transportation Industry?
In the Travel Industry?
more?
Netflix and CBS are discussed in the text. Fios and Comcast are making big changes to counter streaming competition and DirectTVNow has entered the picture. Your students will probably have even better examples.
Communications. Apps of all kinds—what is the latest? Social media platforms—what is trending with then at the moment?
Food—from ordering online to meal preparation kits.
Transportation—Uber, self-driving cars, bicycle sharing programs in urban areas. What is affecting their lives?
Travel—AirBnb. Have any of your students used it. Trip Advisor—do they regularly use recommendation platforms? How about booking and boarding? Are airlines/trains/busses or urban transportation systems doing anything to improve the travel experience?

11. Digital Disruption
Digital disruption is the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services.

12. Building Blocks of Digital Transformation
You could ask why or wait to let that emerge. It will be discussed many times.
At this point it’s worth pointing out that CX is generally more important than brand to most customers in most purchase situations.
Customer Experience is a Main Focus of Marketers Today

13. How A Business Becomes Digitally Mature

14. Digital Maturity End States
When Digital Has Permeated the Entire Business Under High-Level Oversight
When the Business is Innovative and Agile Enough to Deal with Ongoing Change and Disruption.
It Is Better Not to Think of End States
It is an Ongoing Process
Because Change and Disruption Continue

15. Disruption Caused by AI, Cloud Computing
Artificial Intelligence
artificial intelligence is a sub-field of computer science. Its goal is to enable the development of computers that are able to do things normally done by people -- in particular, things associated with people acting intelligently
Cloud Computing
cloud computing means storing and accessing data and programs over the Internet instead of your computer's hard drive. The cloud is just a metaphor for the Internet.

16. Salesforce Einstein Combines Both
Basically Integrates AI Into All of Salesforce’s Software Products All of Which Now Operate in the Cloud
About a month after the text was written Salesforce formally introduced the product. TechCrunch interviewed several Salesforce execs about the product in the video on this post

17. Profile of Internet Users
Global Issues
Wired and Mobile Web
B2C and B2B

18. Snapshot of Use Over 3 Billion Internet Users
Almost 2 Billion Mobile Users
Mobile Growing at Expense of Desktop
WeAreSocial has been updating this presentation each year.

19. Snapshot of Use – cont. Rate of Internet Use Different
In Different Parts of the World
Rapid Growth of Social Media

20. More Than 100% Penetration
Snapshot of Use-cont.
Mobile Growth Uneven
More Than 100% Penetration
In Some Areas
Mobile Also Fueling
Social Media Growth

21. Demographics of Web Use Show Process of Democratization
There Are Differences in the Way Generational Groups Use the Internet

22. How Users Spend Digital Time
65% of Time Spent on Mobile
Some Categories Still Growing Rapidly
Media Consumption Changed
Traditional Media Big Losers

23. Have You and The People Around You
About Reached the Limit of Media Time?
Why or Why Not?
Is there a limit to how much media people can consume? Is there likely to be a new disruptive medium that will change media habits again? It’s hard to say “never” to anything happening in the technology arena.
Do You Expect Your Media Time to Change in the Future?
How/Why or Why Not?

24. Communications Still Dominate Content Consumption, Shopping Gaining
Activities of Internet Users
Activities of Smartphone, Tablet Users

25. The ‘Digital Divide’ Takes a New Form
In the Early Internet Years Some Groups Lacked Internet Access
Low Income, Rural, Some Ethnic Groups
Now Virtually Everyone Has Access
Public Libraries and Schools are Important Facilitators
Quality of Access
Lack of Time, Lack of Access to Devices, Quality of Connectivity Varies by Device

26. Business Use Governed by the Core Marketing Strategies

27. Use by Individual Businesses Governed by Marketing Objectives

28. Digital-Especially Mobile-Leads the Way
Digital Ad Growth Strong,
Traditional Media Ads Continue Decline
Mobile Display (including Video)
Followed by Search Show Strong Growth

29. eCommerce Important Driver
Global eCommerce Growth Strong
Mobile Leads the Way

30. Global Internet Leadership Includes Chinese, Japanese Businesses and Privately-Held Startups

31. What are the Requirements for Digital Transformation?
Digital Transformation Means Transformation of the Entire Organization

32. Tech + Customer Service at CVS A Connected Health Care Experience
Minute Clinics
Text Alerts for Prescriptions
Scanning Health Care Membership Cards
Helping Customers Follow Med Guidelines
Save Money, Stay Healthy
By Staying Connected to CVS

33. How Does Technology-Driven Marketing Work?
How Can it Integrate
with Traditional Marketing Channels and Activities?
with Traditional Business Processes?
for Best Customer and Business Outcomes?
This could be a topic for discussion or it could just be described as the overall thrust of this text.

34. Summary Internet Part of Daily Life Around the World
Companies, Internet and Other, Are Disrupting Business Processes
Digital Transformation > Excellent CX
> Reduce Costs
The IoT and Mobile Driving Disruption at Present
Statistics Give Snapshot of Growth Globally
Technology Change is Ongoing
As is Digital Disruption and Transformation

35. What Are Possibilities Offered by the Internet of Things (IoT)?
Interactive Exercise 1.1
For Class Discussion
What Are Possibilities Offered by the
Internet of Things (IoT)?
What Do You See Around You Now?
Are they using health/exercise monitoring devices?
Do their cars have connectivity?
Are they/friends/parents beginning to develop a smart home?
What else?

36. Does it Make Sense for a Pizza Delivery Company
Interactive Exercise 1.2
For Class Discussion
The statement itself has a large element of hyperbole.
However, Dominoes has worked hard to incorporate technology in ways that are useful and satisfying to customers and to do it before their competitors.
Does it Make Sense for a Pizza Delivery Company
To Call Itself a Technology Business?

37. What Was Your Experience in Designing a Jacket On the North Face Site?
Interactive Exercise 1.3
For Class Discussion
What Was Your Experience in Designing a Jacket
On the North Face Site?
Would You Buy the Jacket?
Would You Suggest That A Friend Use the Service?
Each person may have a slightly different reaction. I though it was cool and easy to use.
Probe for the whys and why nots in student discussions. See what they can learn from their own experiences and those of their colleagues.

38. What Can Other Organizations Learn
Interactive Exercise 1.4
For Class Discussion
What Can Other Organizations Learn
From the Way Google Started its Business
And the Way it Continues to Operate?
Stories of the rise to greatness of entrepreneurial companies like Google are always fun.
The primary lesson of this video appears to be that Google has done a pretty good job of maintaining an entrepreneurial spirit even as it has become large and powerful globally. That speaks to a lot of determination on the part of founders and early management as well as a lot of skill.