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MARK 404 Advanced Internet Marketing. Tim Beal Session 2 – 15 July 2002. Today. Administration Overview of the Internet. Administration. Allocation of sessions Topics Any other business?. Overview of the Internet and Web. Hanson chapter 1 With comments and disagreements

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mark 404 advanced internet marketing

MARK 404 Advanced Internet Marketing

Tim Beal

Session 2 – 15 July 2002

today
Today
  • Administration
  • Overview of the Internet
administration
Administration
  • Allocation of sessions
  • Topics
  • Any other business?
overview of the internet and web
Overview of the Internet and Web
  • Hanson chapter 1
    • With comments and disagreements
    • Updated and additional material
hanson s topics
Hanson’s Topics
  • The original WWW
  • Commercial beginnings
  • A .com world
  • Marketing and technology
  • Our approach in the book
radio revolution
Radio revolution
  • Hanson compares WWW with radio revolution
  • First consider two main aspects of Internet
    • Email
    • WWW
  • Differences between two
  • Necessity to utilize both appropriately
email
Email
  • Proactive
    • Needs recipient’s address
      • Spam ineffective because doesn’t have the right recipients
  • Text based
  • Cheap
slide8
Web
  • Reactive
    • Needs to attract visitors
  • Far greater functionality
    • Multimedia, interactivity, personalisation, transfer of money
  • More expensive
  • Now to Hanson and radio
the original www
The Original WWW
  • It’s 1922
  • Radio suddenly transitions from a technology used primarily by the military and the shipping industry to a consumer and business phenomenon
  • At the end of 1921, there are 5 radio stations
  • A year later, there are 575
  • Starting radio stations is the height of entrepreneurship
  • Listening to radio is a runaway consumer fad
  • “Combing the ether” is the hit of the day
the original www10
The Original WWW
  • Radio’s impact on 1920s society
    • It changes the way people think about distance and time
    • Simultaneity no longer requires proximity
    • Global events are experienced as they happen
    • Performances in different cities can be heard in the neighbor’s living room
    • Fast-breaking world stories and even the local weather are available at the flip of a switch and the turn of the dial
the original www11
The Original WWW
  • Radio changed business, especially marketing
    • It accelerated the economy’s transition to a mass market
    • It facilitated the creation of national brands
    • Firms could launch national marketing campaigns simultaneously
    • New product store introductions could be synchronized with ad campaigns to build consumer interest
    • Product positioning became more flexible
  • Businesses learned to use this new, powerful method of reaching customers
the original www12
The Original WWW
  • As an industry, radio struggled with generating a self-sustaining revenue base
    • In 1926, radio stations were failing at a rate of 15% per month
    • Consumers still rushed to buy radios
    • Ultimately, national networks of stations emerged
    • A combination of national and local advertising made radio profitable
  • Internet marketing shows many of these same uncertainties
books to internet
Books to Internet
  • Succeeding communication revolutions
  • Printing
    • Books, newspapers
  • Radio
  • TV
  • Internet
  • Discussion: what are similarities and differences?
hanson on changes
Hanson on changes
  • The Internet changes the way companies connect to their customers
  • It expands the opportunities for branding, innovation, pricing, and selling
  • It leads to new ways of thinking about time and distance
  • It opens up new distribution channels and markets
virtuous web cycle
Virtuous Web Cycle
  • Is a business system with positive feedback
  • Each element in the business system feeds off another element in the system and feeds into yet another element in the system
  • If the cycle is strong enough, it can actually be a self-fulfilling expectation
virtuous cycle for net growth

It starts with user fascination

Consumer and Business Internet Access

Popular Fascination

  • Providers see the developing opportunity and rush to create new brands & services, which creates more hype

Web Sites and Web Content

  • The buzz feeds back into consumers’ interest and desire to experiment with the new technology
Virtuous Cycle for Net Growth

Let’s look at how it works

a dot com world
A Dot Com World
  • The virtuous Web cycle leads to rapid growth of
    • Consumer access
    • Internet usage
    • Content online
dot com to dot bomb
Dot.com to dot.bomb
  • Hanson’s optimism too glib
  • Much of the effect of Internet has happened offline
    • I.e. bricks and mortar companies using Internet
  • Dot bomb may have peaked
  • But
slide19
But
  • Internet Shutdowns and Bankruptcies Pass 800 Mark in February
  • And
  • Internet users still not buying online
nevertheless
Nevertheless
  • There ahs been rapid growth in users, hosts, activity…
  • Let’s look at some data
slide22

Fig 2 Internet Users by region, 2002

Fig 1 Internet Users by region

internet in asia
Internet in Asia
  • Japan, though the most developed Asian economy has lagged in utilisation of the Internet and although broadband is growing fast it seems likely this will continue
internet in asia30
Internet in Asia
  • The city states of Singapore and Hong Kong will continue to be the most advanced Internet places in Asia. However other Asian cities should not be overlooked. In particular country data on China tends to give a misleading impression and there are reports of very high Internet access in cities such as Beijing, Shanghai and Guangzhou Perhaps the same is happening in Bangalore, Hyderabad and Karachi
internet in asia31
Internet in Asia
  • Beyond cities and city states South Korea and Taiwan will jostle for leadership in Asia
internet in asia32
Internet in Asia
  • China, with its rapidly growing economy, and its large language area will soon be the major Internet market in Asia. Given the network effect, whereby the value of a network to its users grows exponentially with the size of the network, this has huge implications, especially for East Asian SMEs
internet users
Internet users
  • Rich countries?
  • Profile of US users
  • Reasons why other countries may not follow US pattern
some other key results of this 10 th survey in 1998 were
Some other key results of this 10th survey in 1998 were:
  • Race
  • The American respondents were overwhelmingly ‘white’ (88%), followed by Afro-Americans (2.3%) and Asians (2.1%). This can be compared with the ethnic breakdown in the 1990 United States census where 80% were white, 12% black (Afro-American) and 2.9% were ‘Asian or Pacific islander’. Blacks were clearly under-represented in the Internet community
gvu results location
GVU results: Location
  • 33% of the US respondents were urban, 52% suburban and 14% rural. In the 1990 census, 75% of the population were urban and 25% rural. It seems that internet users were disproportionately urban/suburban
gvu results education
GVU results: Education
  • 64% had college or some college, 17% had Masters, 3.4% had a PhD, and 3.5% a professional qualification. In 1990, only 13% of the general population had a Bachelor’s degree and a further 7% had a graduate or professional degree. Internet users were considerably better educated than average.
gvu results income
GVU results: Income
  • Median family income was in the band $50-74, 000. In 1998 the median household income in the United States was $39,744. Survey respondents had significantly higher incomes than average, even though 9.4% were students.
gvu results occupation
GVU results: Occupation
  • Trained professional: 28.5%; middle management 11%; student: 9.4%; self-employed: 9.9%, upper management: 6.8%. By comparison, although the categories are different, the 1990 census gave 12% managerial and 14% professional. This suggests, as we would expect, that the Internet users were working in more highly skilled occupations than average
user profile
User profile
  • Users in US, and other mature Internet markets, are now much closer to average
    • Less distinguishable from ordinary population
  • Lessons for follower countries?
    • Process of changing user profile may be quicker
    • Process of adoption may vary in three ways
variations 1 and 2
Variations 1 and 2
  • Leapfrogging of technologies and business models
    • Eg use of wireless overcome shortage of wireline in China
  • Adoption truncation
    • US pattern of tickle down class and education ladder not good guide
variation 3
Variation 3
  • Local variation
    • Internet use affected by
      • Local physical infrastructure
        • Eg broadband cheaper in high density urban places like S, HK and ROK
      • Political, social and cultural constraints
        • Sex has been big driver of internet in US, not likely in Asia
      • Business practices
        • Lack of credit cards in China
types of websites
Types of websites
  • Static billboards
  • Dynamic billboards
    • updated (advantage over print)
  • Database-driven
    • interactive
    • links customers and products
  • Storefronts
    • e-commerce - purchase, pay (consume) online
hanson s approach
Hanson’s approach
  • Look at Hanson
  • Comments on website design from SME perspective
    • More relevant to your major assignment
innovative applications
Innovative Applications
  • Stage I: Publishing sites
  • Stage II: Databases and Forms
  • Stage III: Personalization
stage i publishing site

Info Links

Pictures/Information

http://www.france98.com/french/index.html

Stage I: Publishing Site

Figure 1.7

stage i
Stage I

What makes this aStage I Website?

BroadcastsDisseminates Information

stage ii databases and forms
Stage II: Databases and Forms

Figure 1.8

To find out the travel distances between the host cities:

Select your starting point

Select your destination

Bordeaux

Paris

Toulouse

Marseilles

Toulouse Marseille – 404km

stage ii
Stage II

What Makes this aStage II Website?

Ability to retrieve information to respond to user requests

stage iii personalization
Stage III: Personalization

Figure 1.11

If you area team WC98 member and are using a computer other than the one you originally joined WC98, enter your nickname and password now.

stage iii
Stage III

What Makes this aStage III Website?

More than ask-respondAnticipatesSuggests

example
Example
  • Amazon.com
consumer to consumer commerce
Consumer-to-Consumer Commerce
  • Businesses deploy chat room technology
    • Enables consumers to interact directly with each other
    • Accelerates word of mouth
    • Facilitates consumer-to-consumer commerce
      • eBay
      • Yahoo! Auctions
consumer to consumer commerce59
Consumer-to-Consumer Commerce
  • Consumer-to-consumer sites must build trust
    • Systems that rate seller credibility
    • Verify identities of buyers and sellers
    • Insurance against fraud
    • Escrow accounts to ensure products are shipped
    • Bans on sellers who bid on their own products
    • Bans on buyers who win, but don’t complete the sale
  • Successful auction sites blur the distinction between business and fun
business to business commerce
Business-to-Business Commerce
  • $ volume much larger than e-tailing, and more rapidly growing
  • Intra & extranets provide a seamless link between businesses and their suppliers
  • Companies create in-depth Web sites for their main customers
    • Special pricing
    • Special configurations
    • Dedicated support
  • This builds loyalty and repeat purchases
slide61
B2B
  • Dell computers
marketing evolves as technology changes
Marketing Evolves as Technology Changes
  • Technological innovation brought about the factory system & enabled mass production
    • Marketing emphasis was on logistics & supply chain management
  • Radio enabled national roll-out of brands
    • Marketing emphasis was on selling
  • Television coincided with the product & brand management system of marketing
  • Mainframe computers enabled new methods of segmentation & customer management
  • The Internet enables mass customization
an internet framework

Digital

Networked

Individuals

Marketing

Internet Marketing

Technology

Economics

An Internet Framework

Figure 1.15

The Web is fundamentally about individuals using a networkto access digitalproducts

is hanson right
Is Hanson right?
  • Partly, but
  • Much of the Internet effect happens offline
    • For most businesses it is the INTEGRATION of online and offline (Delivery, shop sales, brand…) that is important
  • Purely dot.com firms will always be small part of e-commerce
smes and internet managerial implications
SMEs and Internet – managerial implications
  • Be wary of ‘technology fetishism’
  • Guiding principle: business objectives come first, technology second
  • Internet is a tool – more simple and sharper the better
  • SME should no be over-awed by technical experts
    • Need understanding of limits, potential and function of technology
3 dimensions of website
3 dimensions of website
  • Websites have 3 dimensions
    • Static, Dynamic, Interactive
  • Interactive
    • Manual
    • Automatic
interactive
Interactive
  • Manual
    • Contact email
    • Vital that emails are answered
      • Promptly
      • Correctly
  • Does the SME have resources (inc language skills)?
  • Automatic
    • Not so appropriate for SMEs
    • If you can’t afford to do it properly, forget it
static and dynamic
Static and dynamic
  • Static – not much of a problem
  • Dynamic
    • Offers one of the web’s greatest advantage over traditional media
      • Ease, cheapness and speed of amending
      • Preserves data integrity – always the latest version on display
    • BUT…
    • SME must give highest priority to having as much control and management as possible
      • Even if this means having less ‘attractive’ site
website design
Website design
  • Catchwords
    • Simplicity
    • Economy
    • Minimalism
  • Guiding principle
    • Ockham’s razor
      • Business objectives and functions achieved in the simplest manner
      • Website commensurate with resources of SME
internet accelerates modernization

Internet

Hi-tech global firm

N

A

R

R

O

W

B-

F

O

C

U

S

New economy firm

modernisation

Modern firm

B

R

O

A

D

Geographic focus

narrow

broad

Internet accelerates modernization

Traditional crafts

sme imperatives
SME imperatives
  • Broaden geographical focus
    • Not necessarily global
  • Narrow business focus and develop distinctive competency
  • Constantly analyse environment
    • Technological, political, social
  • Constantly question business model and process
  • Re-examine relationship with customers, suppliers, distribution channels
sme imperatives72
SME imperatives
  • Beware of hype surrounding Internet
    • B2C has glamour but,
    • B2B cost savings and efficiency gains
  • Technology does not work on its own
    • Staff training and support vital
conclusions
Conclusions
  • Internet and other communication revolutions – similarities and differences
  • Rapid growth of Internet
    • Where customers are
    • What customers are like
    • How (US) past is uncertain guide
  • Types of websites
  • Internet and Marketing interaction
  • How SMEs should approach Internet
next week
Next week
  • Lizzie and Aaron on Chapter 2 – Digital world
  • I will be away in Taiwan Tues-Sun
    • Ensure e-marketing topic is chosen and started on
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