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Internet Marketing The Digital World Topics Being digital Digital environments Digital convergence Making marketing processes digital What does it mean? Being Digital Something is digital when all of its properties and information are stored as a string of zeros and ones

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internet marketing
Internet Marketing

The Digital World

topics
Topics
  • Being digital
  • Digital environments
  • Digital convergence
  • Making marketing processes digital
being digital

What does it mean?

Being Digital
  • Something is digital when all of its properties and information are stored as a string of zeros and ones
  • Each zero and each one is called a bit
    • A bit is a single piece of information
    • “A bit has no color, size, or weight, and it can travel at the speed of light.” Nicholas Negroponte - MIT Media Lab
being digital digital benefits for marketing
Being DigitalDigital Benefits for Marketing
  • Three factors make the translation from atoms to bits very powerful
    • Moore’s law
    • The ability to create digital environments
    • Convergence
  • Let’s take a closer look at each factor
moore s law
Moore’s Law

Each new generation of chips (released about every 18 months) packs 2x components into the same surface area to create 2x power

headline

Headline

Name of publication - Date

Insert excerpts from a current article out of the business press (e.g. Wall Street Journal, Wired News, Business 2.0, or Fast Company) that talks about increasing miniaturization. I usually take excerpts out of the lead paragraph, and highlight keywords. I’ve found articles in the business press on semiconductor innovation at major US research universities, for example, that nicely illustrate Moore’s law.

opportunities for saving
Opportunities forSaving

Software Distribution

Net Surveys

Online Customer Support

Corporate Intranets

User Manuals

Where do the savings come from?

digital environments
Digital Environments
  • Digital environments are
    • procedural
    • participatory
    • spatial
    • encyclopedic
  • Each of these properties creates opportunities for marketers
digital environments are procedural
Digital Environments Are Procedural
  • Computers are logic engines - they follow rules
  • However, well-programmed computers can create wonderful illusions of intelligence, spontaneity, and attention to detail
  • For example: digital actors can create the illusion of social interaction
    • Imagine digital actors as hosts on a Wal-Mart Web site
    • Digital actors can make the online site feel “more like Wal-Mart
digital environments are participatory
Digital Environments Are Participatory
  • Digital environments encourage participation
  • Users input requests and other information
  • Software systems
    • retrieve relevant information
    • enable customized responses and experiences
digital environments are spatial
Digital Environments Are Spatial
  • Digital technologies enable the creation of virtual spaces
  • Current connection speeds and bandwidth limit widespread use of virtual spaces for marketing purposes
  • Spatial elements are being used to provide familiarity and comfort to users
digital environments are encyclopedic
Digital Environments Are Encyclopedic
  • Digital information can be stored cheaply
  • So, it’s possible to archive huge amounts of information and make it available
    • movie databases
    • online technical help & solutions
digital convergence

Content

Computing

Interactive Multimedia

Experience

Communications

Digital Convergence
convergence

Content

Interactive Multimedia

Communi-cations

Computing

Convergence
  • Internet capabilitiesaugmenttraditional power of mass market media
  • DTV means that Net marketing willgrowdramatically

Adds Flexibility

marketing processes that can be digitized

Involve Customers in Design Process

Market & Sell Products & Services

Understand Markets & Customers

Deliver Value Through Distribution

Manage Customer Information

Provide Customer Care

Marketing ProcessesThat Can Be Digitized