strauss emktg6 ppt01

8/2/2019 Strauss Emktg6 Ppt01

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E-MARKETING/6E

CHAPTER 1


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2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL

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CHAPTER 1 OBJECTIVES

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.


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1-3THE BARACK OBAMA

CAMPAIGN STORY

Barack Obamas Internet strategy

targeted 18-29 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 Obamas online channel.


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1-4 INTERNET 101

The internet is a global network ofinterconnected networks.

E-mail and data files move over phone

lines, cables and satellites. There are three types of access to the

Internet: Public internet

Intranet: network that runsinternally in an organization.

Extranet: two joined networks thatshare information.


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1-5E-BUSINESS, E-COMMERCE,

E-MARKETING

E-business is the continuous

optimization of a firms 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.


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1-6E-MARKETING IS BIGGER

THANTHE WEB

The web is the portion of the Internetthat supports a graphical userinterface for hypertext navigation with

a browser

The web is what most people thinkabout when they think of the Internet.

Electronic marketing reaches farbeyond the web.


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1-7THE WEB IS ONLY ONE

ASPECTOF E-MARKETING


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1-8E-MARKETING IS BIGGER

THAN TECHNOLOGY

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.


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1-9 GLOBAL INTERNET USERS


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1-10E-MARKETINGS PAST:

WEB 1.0

The Internet started in 1969 as the ARPANET, a

network for academic and military use.

Web pages and browsers appeared in 1993.

The first generation of e-business was like a goldrush.

Between 2000 and 2002, more than 500 Internetfirms shut down in the U.S.

By Q4 2003, almost 60% of public dot-coms wereprofitable.


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INTERNET TIMELINE


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1-12THEEDROPSFROM

E-MARKETING

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


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1-13 E-BUSINESS JUST BUSINESS?


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1-14E-MARKETING TODAY:

WEB 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

POWER SHIFT FROM


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POWER SHIFT FROM

COMPANIES TO

INDIVIDUALS


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1-16ACQUIRINGA CUSTOMER

FROM SOCIAL MEDIA

OTHER OPPORTUNITIES


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2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 17

OTHER OPPORTUNITIES

AND CHALLENGES IN WEB

2.0

Internet adoption

matures.

Online retail salesreach 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


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1-18 THE FUTURE: WEB 3.0

Lines between traditional and new media are

blurring.

Appliances are converging and becomingsmart.

Wireless networking is increasing.

Semantic web will provide worldwide access

to data on demand without effort.


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1-19WI-FIAT TRAIN STATION

IN FRANCE


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1-20HOWDOEXPERTS

CHARACTERIZE WEB 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 togetherrun on any deviceare

very fastare distributed virtually (Eric Schmidt ofGoogle).


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1-21INTERNET-TIME

ANALOGY


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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.Publishing as Prentice Hall

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