1. Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH Phone: (800)

2. Part One: Chapter One Introduction
“The goal is to move from the current situation of complexity and frustration to one where technology serves human needs invisibly, unobtrusively: the human-centered, customer-centered way.”
Donald Norman, The Invisible Computer

3. Origins of the Internet
Researchers began work in 1960s

4. Origins of the Internet
Researchers began work in 1960s
Two key early adopters:
University instructors and researchers
The United States military

5. Origins of the Internet
Researchers began work in 1960s
Two key early adopters:
University instructors and researchers
The United States military
Governed initially by the National Science Foundation, which prohibited all commercial transactions

6. The Internet Goes Mainstream
propelled the Internet off campus and outside the military

7. The Internet Goes Mainstream
propelled the Internet off campus and outside the military
Government regulation dissolved in early 1990s

8. The Internet Goes Mainstream
propelled the Internet off campus and outside the military
Government regulation dissolved in early 1990s
By 1994, the Internet had gone commercial

9. The Virtuous Cycle and The Internet Boom

10. Booms and Busts
Fascination with the web also led to an infusion of investment capital
Aggressive, expensive battle for customers doomed many start-ups
Greater discipline and more cost-effective marketing plans allowed the dot-com era to take root

11. What Lies Ahead
Just 15 percent of the world’s 6.3 billion population is online

12. What Lies Ahead
Just 15 percent of the world’s 6.3 billion population is online
And the dominance of American users is steadily shrinking

13. Growth Potential in Developing Countries
Top countries for Internet use, 2004
*New to list in 2004
Source: CIA Factbook

14. New Technologies, New Opportunity
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience

15. New Technologies, New Opportunity
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience
Faster Internet Connections bring marketing messages to the audience more swiftly

16. New Technologies, New Opportunity
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience
Faster Internet Connections bring marketing messages to the audience more swiftly
New Information Appliances, such as Apple’s iPod, integrate technology advances with specific consumer demands

17. A Shift for Marketing
From “Selling the Brand” – The old model emphasized on mass production and a promoting a distinct brand
To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands

18. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts

19. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce

20. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce
Personalized websites respond to individualized fan interaction

21. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce
Personalized websites respond to individualized fan interaction
Keyword Advertising links fans to potential travel and tourism sites

22. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:

23. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution

24. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution
Networking

25. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution
Networking
Individualization