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Internet Marketing

Internet Marketing. Introduction. Parallels with the dawn and growth of TV. 1936 – first TV broadcast TV’s impact on distance and time The Andrea Doria and Vietnam Affect on marketing National markets and brands – built on radio Consumer changes

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Internet Marketing

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  1. Internet Marketing Introduction

  2. Parallels with the dawn and growth of TV • 1936 – first TV broadcast • TV’s impact on distance and time • The Andrea Doria and Vietnam • Affect on marketing • National markets and brands – built on radio • Consumer changes • Consumers adopt lives to TV – Ed Sullivan and Johnny Carson • New opportunities in TV - cable

  3. Web Explosion • Fascination and Functionality • 1996 – Al Gore coins “Electronic Highway” • Key tools missing – security, frames, multimedia • Virtuous Web Cycle • Popular fascination • Internet access • Web sites and content

  4. Stages of Development • Publishing sites • Same information provided to all • Example – Faculty of Management • Databases and Forms • Retrieve information based on user requests • Beginnings of real marketing • Example – Expedia.com • Personalization • Anticipates user requests and responds • Least used – form long term relationshps • Example – Northwest Airlines

  5. Consumer-to-Consumer • Chatrooms • Allow consumers to quickly exchange info. • Dangers to marketers • Auction sites • eBay from Pez dispensers to ??? • “Buyer Beware” - Need for trust

  6. Market MonitoreBay’s Rules • Ratings of seller credibility • Independent verification of buyer and seller identities • Insurance against fraud • Escrow accounts to prevent fraud • Ban sellers bidding on own products • Ban buyers that don’t complete sale

  7. All Work and No Play • Auction sites blur work and play • Measure of success – duration of visit • December 1998 eBay reports 27 minute average • Activities • Tracking auctions • Chatting • Checking out other possible bids • Reading about collectibles

  8. Business-to-Business • Holds greater promise – why? • Impacts all areas from product development to supplier networks • Extranets • Designed for key customers • Contain special prices, configurations, dedicated support and others – CN Call Centre • Intranets • Order forms of preferred supplies • Lowers cost of purchasing and concentrates sales – New Flyer

  9. Marketing’s Evolution • Mass Production – commodity products • Ford • Selling – product lines • General Motors • Brand Management – consumer needs • P&G • Customer Management • Four Seasons

  10. Internet Framework • Marketing Elements • Speed, customization and dialogue • Technology Elements • Networks, programming and computers • Economics • Affordability - making it an appliance • Example - RealAudio

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