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Internet Marketing

Explore the journey of internet marketing, drawing parallels with the evolution of TV broadcasting from 1936 to the Web Explosion in 1996. Discover the impact on consumer behavior, market dynamics, and the transition towards personalized marketing strategies. Dive into the stages of development, including consumer-to-consumer interactions, market monitoring tools like eBay, and the integration of business-to-business platforms. Uncover the essential elements influencing internet marketing strategies today.

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Internet Marketing

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Presentation Transcript

  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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