E-Marketing/7E

Chapter 1
Past, Present, and Future
 The Barack Obama
Campaign Story
• President Obama made history by his use of e-
marketing to win the 2008 election.
• Obama’s internet strategies targeted 18-29- year-old
voters because 93% are online.
• His 2012 efforts added higher levels of sophistication,
including the use of social media and mobile
marketing.
– Facebook displayed over 33 million “likes.”
– The Obama YouTube channel had over 286,000
subscribers and 288 million upload views.
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Q. 1. Define Internet.

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 Internet
• The internet is a global network of interconnected
networks.
• Data move over phone lines, cables and satellites.

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 History of the Internet

1957
1957 ––ARPA/DARPA
ARPA/DARPA 1970
1970 ––ALOHANet
ALOHANet 1980
1980 –– HOSTS
HOSTS CREATED
CREATED

1962
1962 ––ARPANET
ARPANET 1971
1971 –– EMAIL
EMAIL 1990
1990 –– HOSTS
HOSTS >100,000
>100,000

1969
1969 –– 1973
1973 ––
UCLA 1991
1991 –– HTML
HTML
UCLA&& STANFORD
STANFORD UCLA-LONDON-NORWAY
UCLA-LONDON-NORWAY
Q. 2. Define E-business.

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 E-business
• E-business is the continuous optimization of a
company’s business activities using digital
technology.

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Q. 3. Define E-commerce.

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 E-commerce
• E-commerce is the subset of e-business focused
on transactions.

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Q. 4. Define E-marketing.

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 E-marketing
• E-marketing is the result of information
technology applied to traditional marketing.

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Q. 5. What are the features of today’s
Internet Climate?

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 Today’s Internet Climate (1 of 2)
• E-commerce
• Advertising online
• Search Engine Marketing (SEM)
• User-generated content
• Single common platform
• Global in scope
• Level playing field
• Online communities
• Personalization

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 Today’s Internet Climate (2 of 2)
• Internet communications
• Mobile internet access
• Local marketing
• Marketer transparency
• Infrastructure processing
• Metrics rule
• Always-on
• Many-to-many communications network

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 E-Marketing Is Bigger than the Web

• The Web is the portion of the internet that

supports a graphical user interface for hypertext
navigation with a browser.
• The Web is what most people think about when
they think of the internet.
• Electronic marketing reaches far beyond the
Web.

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The Web Is Only One Aspect of E-Marketing

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E-Marketing Is Bigger than Technology
• Individuals: The internet provides individual users
with convenient and continuous access to
information, entertainment, networking, and
communication.
• Communities form around shared photos (Flickr),
videos (YouTube), and individual or company profiles
(Facebook).
• Businesses: The digital environment enhances
processes and activities for businesses.
• Societies and economies are enhanced through more
efficient markets, more jobs, information access,
communication globalization, and more.
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Global Internet Users

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 2020

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 Top 10 Countries

https://www.youtube.com/watch?v=EE4yIxo_0PY

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