MARKETING ON THE INTERNET - PowerPoint PPT Presentation

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  1. MARKETING ON THE INTERNET • The Internet includes a number of data networks set-up by companies and organizations, the World Wide Web and e-mail, plus a multitude of proprietary networks that are gravitating to the web • Lindgren 2000

  2. HISTORY OF THE INTERNET • Vannevar Bush, VP of MIT -- visionary; appointed by Franklin Roosevelt • Ted Nelson (1965): XANADU >had the theoretical underpinnings of hypertext • US Dept. of Defense: ARPANET (Advanced Research Projects Agency Network)>>used the TCP/IP (Transmission Control Protocol/Internet Protocol)

  3. HISTORY OF THE INTERNET(2) • NSFnet (National Science Foundation) • 1989: Time Bernes-Lee of CERN (European Particle Physics Lab)>> • HTML(HyperText Markup Language) • URL (Uniform Resource Locator) • HTTP (Hypertext Transport Protocol) • >>important elements of todays internet

  4. REQUIREMENTS FOR GROWTH OF THE INTERNET • Electronic Commerce • businesses have to develop electronic commerce intranets and extranets that connect to the internet • Network Server Growth • Internet hosts or Internet Service Providers (ISP): 1000 in 1990>>>90 million in Jan, 1999 • Sufficient number of consumers must have access to the internet

  5. IMPROVING BUSINESS PRACTICES USINGTHE INTERNET • REDUCED COSTS • FedEx>>customer service costs • CISCO>>up to date information on products; for frontline employees and customers • GE>>analysis of the supply chain • Online data versus printed information (especially important for direct marketers) • Market expansion is much easier, faster, and less expensive

  6. IMPROVING BUSINESS PRACTICES USINGTHE INTERNET (2) • INVENTORY REDUCTION • implementation of Just-in-Time delivery systems>>Amazon.com • IMPROVED CUSTOMER SERVICE • FedEx; CISCO; Wells Fargo Bank • MARKET/PRODUCT DEVELOPMENT OPPORTUNITIES • 24 hours; global reach; small or large company

  7. TYPES OF INTERNET SITES • Company/Brand Sites • info. about co. and its brands; history, mission, financial statements; how to use products; stock quotes • Service Sites • to provide customer service interface; to reduce customer service costs • Banks, FedEx, UPS

  8. TYPES OF INT. SITES (2) • Selling sites • Amazon.com;L.L.Bean>>to actually sell • promotional sites • DaimlerChrysler Site>>to move potential buyer closer to purchase • Information sites • revenue through subscription (WSJ); Advertising (search engines like Yahoo); or to express presence (CNNSI, New York Times)

  9. BENEFITS OF INTERNET MARKETING • Increase presence and brand equity • Develop prospective customer into customer>> move toward purchase; internet is pull oriented, not push oriented • Improve customer service • Information transfer>>easier to send and collect information • Supports direct marketing

  10. DRAWBACKS OF INTERNET MARKETING • Limited target audience • around 73 mill. users in the US (1999) • what about others? • Resistance to change • concern about Internet security • need more consumer education, warranties and other security measures

  11. MARKETING INSIGHTS ON THE INTERNET • Selling on the web is interactive • Promotion on the web is pull-oriented • Exchange of information is key • two way flow • Sites must do more than just sell • need assessment, information, assistance, etc. • Size and location are no longer obstacles to success