Internet Marketing & e-Commerce

Syllabus and Introduction

• Objectives
• Grading
• Schedule
• Project
 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
 Origins of the Internet

• Researchers began work in 1960s

 Origins of the Internet

• Researchers began work in 1960s

• Two key early adopters:
– University instructors and researchers
– The United States military
 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
 The Internet Goes Mainstream

• Email propelled the Internet off campus

and outside the military
 The Internet Goes Mainstream

• Email propelled the Internet off campus

and outside the military
• Government regulation dissolved in
early 1990s
 The Internet Goes Mainstream

• Email propelled the Internet off campus

and outside the military
• Government regulation dissolved in
early 1990s
• By 1994, the Internet had gone
commercial
 The Virtuous Cycle
and The Internet Boom

Consumer
and Business Web Content
Internet Access

Popular
Fascination
 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
 What Lies Ahead

• Just 15 percent of the world’s 6.3

billion population is online
 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
Growth Potential in Developing Countries

Top countries for Internet use, 2004

*New to list in 2004

Source: CIA Factbook
 New Technologies,
New Opportunity
• Advanced Connection Devices – from cell
phones to home wireless systems – increase
the potential online consumer audience
 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 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
 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
Marketing the World’s Game Online
• Static websites provide basic
information and game broadcasts
Marketing the World’s Game Online
• Static websites provide basic
information and game broadcasts
• Dynamic websites allow greater fan
interaction and facilitate ecommerce
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
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
 Rethinking Marketing Strategy
Three General Purposes Technologies form the
foundation of Internet marketing and pave the way
for greater innovation:
 Rethinking Marketing Strategy
Three General Purposes Technologies form the
foundation of Internet marketing and pave the way
for greater innovation:

• The Digital Revolution

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

• The Digital Revolution

• Networking
 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