|
Chapter 1: Past, Present, and Future Learning Objectives e-marketing Landscape
|
| bet | 7/10 | | Sana | 24.03.2021 | | Hajmi | 72 Kb. | | #13432 |
I. E-Marketing Landscape
The Marketing landscape has not changed. Companies must still meet customers’ needs, and face instant communication and feedback be it positive or negative.
What works?
The comprehensive integration of e-marketing and traditional marketing creates seamless strategies and tactics
Profitable strategy categories can include:
E-Commerce
Advertising online
Search engine advertising
User-generated content
Online communities
Personalization and customization
Internet communications
Mobile Internet access
Local marketing
Online aggregators
Marketer transparency
Infrastructure processing
Metrics rule
Internet 101
The Internet is a worldwide connection of millions of computers that use the Internet Protocol to communicate. This data can be moved over phone lines, cables, and satellites. The Internet has three technical roles:
Content providers create information, entertainment, etc. that resides on computers with network access.
Users (client computers) access content and e-mail over the network
Provides an infrastructure to move, create, and view content (hardware and software)
Three types of networks form the Internet
Public Internet – accessible by anyone, anywhere, anytime
Intranet – network run internally but still uses HTML or other standards
Extranet – two or more proprietary networks joined to share information.
E-business
Defined as the continuous optimization of a company’s business activities through digital technology.
Includes digital communication, e-commerce, online research
E-commerce
Subset of E-business
Focuses on transactions created by buying/selling
E-marketing
The use of information technology for marketing activities
The result of information technology applied to traditional marketing
E-Marketing is Bigger Than the Web
E-marketing technologies exist without the Web
Customer Relationship Management
Supply chain management
Electronic Data Interchange
Non-web Internet communications are effective marketing
E-mail
Internet telephony
Text messaging
The Internet delivers information to more receiving items other than PCs.
televisions
personal digital assistants
cell phones
refrigerator
car
There are offline electronic data-collection devices like bar code scanners used to send data over an Intranet about customers and products.
E-Marketing is Bigger Than Technology
We are focusing on the union of marketing and technology, but an overview of the big picture helps one understand e-marketing’s impact.
Individuals – if information is power, individuals have more power than ever before. Consumers use the Internet to compare prices and products, watch movies and download songs, and enables on-to-one communication through several services.
Communities – Chat rooms allow people of any geographic location to discuss topics of mutual interest. Internet communities have formed around Blogs (online Web logs), online gaming, and peer-to-peer networking
Businesses – Technology assists in every aspect of the business world, from filing required government statements to recruitment and training of new employees. A 2002 survey of executives revealed that at least half of those surveyed expressed the need for e-business to build better-quality customer relationships, find business partners, develop opportunities and build better brand visibility.
Societies – Digital information enhances economies several different ways, but the impact is not evenly distributed across the globe. Just 16% of the world’s population has access to the Internet. Only 20 countries account for 90% of all active Internet users. Although the positive impact on lives is significant, the digital divide of the have’s and have not’s is widening. SPAM is one example of problems slowing the positive impact or e-marketing
The Web was developed at the European Particle Physics Center (CERN) in Geneva, Switzerland. The original purpose of the Web was to enable researchers all over the world to collaborate on the same documents without needing to travel. When the World Wide Web was released in 1991, it was purely text-based. In 1993, the National Center for Supercomputer Applications (NCSA) released a program called “Mosaic”, which was a graphical user interface allowing Web pages to use pictures and include links to audio and video. In 1994, Netscape Communications Corporation was started by some of Mosaic’s developers and over the next few years, Netscape Navigator became the mot popular Web browser. Fred T Hostetler, Internet Literacy (New York: The McGraw Hill Companies, 2003),
Spam is a term for unwanted messages posted to newsgroups or sent through email. The term “spam” can be used as a verb or a noun. As of January of 2010, more than 183 billion spam mail messages were being sent every day. Spamhaus estimates that over 90% of incoming e-mail is spam in North America, Europe or Australia. Amazingly, over 81% of all spam mail sent was concerning a pharmacy or pharmaceutical purpose. As much as 80% of spam received by Internet users can be traced to fewer than 200 spammers.
|
| |
