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Introduction to Internet Marketing Chapter 01 of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates .

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slide1

Introduction to Internet Marketing

Chapter 01of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates.

  • Chapter 01 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall.
  • Thursday, 01-July-2010
  • Kilen 2.75, CBS, Frederiksberg, Denmark
  • DØK HU2D - Internet Marketing: Lecture 04
  • Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/
  • Facebook Group: http://www.facebook.com/group.php?gid=133258548012
  • Etherpad: http://ietherpad.com/d5mBZdMDe6
internet aspects

Internet: Aspects

Four Communication Needs

Connectivity

Information

Entertainment

Shopping

connectivity

Connectivity

Social Networking

Blogging

Online Dating

Online Communities

information

Information

Push vs. Pull

Information

Seeking

Foraging

Sharing

Evaluation

Recommendation

entertainment

Entertainment

Digital Content

Production

Distribution

Consumption

Gaming

Media Convergence

shopping

Shopping

“The Long-Tail”

Convenience

Comparison

Examples:

Music

Books

internet technology trends

Internet: Technology Trends

Figure 1.4 Evolution of web technologies

Source: Adapted from Spivack (2007)

slide8

Internet and BusinessLi, H., & Leckenby, J. (2007). Examining the Effectiveness of Internet Advertising Formats. In D. Schumann & E. Thorson (Eds.), Internet Advertising: Theory and Research: Lawrence Erlbaum Associates.

Vertical Integration of Channel Capacities

Communication

Transaction

Distribution

Horizontal Integration of Marketing Communications

Advertising

Public Relations

Sales Promotion

Direct Marketing

internet marketing

Internet Marketing

The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is:

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.

Internet Marketing consists of:

Applying…

Digital technologies which form online channels (Web, e-mail, databases, mobile, iDTV)

to…

Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)

through…

Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs

figure 1 9 six categories of e communications tools or media channels chaffey and smith 2008

Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008)

how different groups spend their day in the us in class demo

How Different Groups Spend Their Day in the US(in-class demo)

Interactive Graphic:

http://www.nytimes.com/interactive/2009/07/31/business/20080801-metrics-graphic.html

Article:

http://www.nytimes.com/2009/08/02/business/02metrics.html?pagewanted=print

internet reports in class exercise

Internet: Reports (in-class exercise)

World Economic Forum

Global Competitiveness Report

Global Information Technology Report

Statistics Denmark

Service sector

PEW Internet & American Life Project

Trend Data

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