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Transcript of Strauss Emktg6 Ppt01
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E-MARKETING/6E
CHAPTER 1
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2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
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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1-11
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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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