slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Part One: Chapter Three Networks PowerPoint Presentation
Download Presentation
Part One: Chapter Three Networks

Loading in 2 Seconds...

play fullscreen
1 / 29

Part One: Chapter Three Networks - PowerPoint PPT Presentation


  • 63 Views
  • Uploaded on

Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423-0563. Part One: Chapter Three Networks.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Part One: Chapter Three Networks' - krikor


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Internet Marketing & e-CommerceWard HansonKirthi KalyanamRequests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563

part one chapter three networks
Part One: Chapter ThreeNetworks

“The science of networks has taught us that distance is deceiving. That two individuals can be connected through a short chain of network ties – through only six degrees – is a claim about the social world that has fascinated generation after generation.”

Duncan Watts, Six Degrees: The Science of a Connected Age

the evolving internet
The Evolving Internet
  • A decade of rapid growth ends with the transition to a more mature market
the evolving internet1
The Evolving Internet
  • A decade of rapid growth ends with the transition to a more mature market
  • Experienced users more likely to engage in online commerce and upgrade to faster connection services
the evolving internet2
The Evolving Internet
  • A decade of rapid growth ends with the transition to a more mature market
  • Experienced users more likely to engage in online commerce and upgrade to faster connection services
  • The seasoned user also moves away from exploratory “surfing the Net”
the evolving internet3
The Evolving Internet
  • A decade of rapid growth ends with the transition to a more mature market
  • Experienced users more likely to engage in online commerce and upgrade to faster connection services
  • The seasoned user also moves away from exploratory “surfing the Net”
  • A shift to deeper connections
changing patterns in global net use the declining share of u s internet users
Changing Patterns in Global Net UseThe declining share of U.S. Internet users

Source: World Bank, U.S. Census

an information explosion on the go
An Information Explosion, On the Go
  • Music, books, x-rays and home videos all contribute to a sea of information
an information explosion on the go1
An Information Explosion, On the Go
  • Music, books, x-rays and home videos all contribute to a sea of information
  • Internet users increasingly obtain information from mobile devices
an information explosion on the go2
An Information Explosion, On the Go
  • Music, books, x-rays and home videos all contribute to a sea of information
  • Internet users increasingly obtain information from mobile devices
  • Instant messaging and text messaging create new frontier for marketers
an information explosion on the go3
An Information Explosion, On the Go
  • Music, books, x-rays and home videos all contribute to a sea of information
  • Internet users increasingly obtain information from mobile devices
  • Instant messaging and text messaging create new frontier for marketers
  • Blogs, podcasts and beyond create new challenges for reaching audience
second generation internet
Second Generation Internet
  • The early Internet served basic documents to anonymous users, helping drive widespread use but limiting its performance and security
second generation internet1
Second Generation Internet
  • The early Internet served basic documents to anonymous users, helping drive widespread use but limiting its performance and security
  • Second Generation Internet focuses on more descriptive content – the semantic web – and ways to reliably authenticate users
understanding social networks
Understanding Social Networks
  • Network connections grow faster than the number of participants
understanding social networks1
Understanding Social Networks
  • Network connections grow faster than the number of participants
  • Extensive local clustering: friends tend to have the same group of friends
understanding social networks2
Understanding Social Networks
  • Network connections grow faster than the number of participants
  • Extensive local clustering: friends tend to have the same group of friends
  • Small worlds: connecting any two people on a network with limited steps
understanding social networks3
Understanding Social Networks
  • Network connections grow faster than the number of participants
  • Extensive local clustering: friends tend to have the same group of friends
  • Small worlds: connecting any two people on a network with limited steps
  • Hubs and Connectors spread information more quickly than other members
understanding social networks4
Understanding Social Networks
  • Network connections grow faster than the number of participants
  • Extensive local clustering: friends tend to have the same group of friends
  • Small worlds: connecting any two people on a network with limited steps
  • Hubs and Connectors spread information more quickly than other members
  • OK to lose members randomly, but networks vulnerable to deliberate attack
metcalfe s law growth of a communications network strongly enhances its value
Metcalfe’s LawGrowth of a communications network strongly enhances its value
  • Assuming equal value among network members, if v = 1, full value of a conversation is $2
  • In networks with changing communication value, value rises at a slower rate
clusters and connections
Clusters and Connections
  • Within clusters, connections made even more rapidly
  • Any two members can usually be connected with only a few links
  • Kevin Bacon and Six (or fewer) Degrees of Separation
marketing value in networks
Marketing Value in Networks
  • Networks are most valuable when they are ubiquitious: the power of the ever present
marketing value in networks1
Marketing Value in Networks
  • Networks are most valuable when they are ubiquitious: the power of the ever present
  • Increased speed can transform business
marketing value in networks2
Marketing Value in Networks
  • Networks are most valuable when they are ubiquitious: the power of the ever present
  • Increased speed can transform business
  • Participants expectations are important and can be shaped by publicity and hype
marketing value in networks3
Marketing Value in Networks
  • Networks are most valuable when they are ubiquitious: the power of the ever present
  • Increased speed can transform business
  • Participants expectations are important and can be shaped by publicity and hype
  • Resource sharing benefits knowledge
marketing value in networks4
Marketing Value in Networks
  • Networks are most valuable when they are ubiquitious: the power of the ever present
  • Increased speed can transform business
  • Participants expectations are important and can be shaped by publicity and hype
  • Resource sharing benefits knowledge
  • Greater opportunity for specialization and challenges in branding
virtual value activities
Virtual Value Activities
  • Creating value from reams of available information is a key skill in online marketing
    • First step: Gathering
      • Low cost
      • Using creativity, resource and technology
    • Second step: Selecting and Organizing
      • Well organized and intuitively structured
      • Balance goals and objectives
virtual value activities1
Virtual Value Activities
  • Third step: Synthesizing
    • Synthesis of information is tied with personalization
    • Collect most relevant material
  • Fourth step: Distributing
    • Relies on network capabilities
    • Pages should be fast loading and easy to access
    • Automatic data collection