Internet Marketing

Report
Introduction to Internet Marketing
Chapter 01 of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence
Erlbaum Associates.
Chapter 01 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing:
Strategy, Implementation and Practice: Financial Times/Prentice Hall.
Ravi Vatrapu
[email protected]
Thursday, 01-July-2010
Kilen 2.75, CBS, Frederiksberg, Denmark
DØK HU2D - Internet Marketing: Lecture 04
Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/
Facebook Group: http://www.facebook.com/group.php?gid=133258548012
Etherpad: http://ietherpad.com/d5mBZdMDe6
1
Internet: Aspects
Four Communication Needs
 Connectivity
 Information
 Entertainment
 Shopping
2
Connectivity




Social Networking
Blogging
Online Dating
Online Communities
3
Information
 Push vs. Pull
 Information





Seeking
Foraging
Sharing
Evaluation
Recommendation
4
Entertainment
 Digital Content
 Production
 Distribution
 Consumption
 Gaming
 Media Convergence
5
Shopping




“The Long-Tail”
Convenience
Comparison
Examples:
 Music
 Books
6
Internet: Technology Trends
Figure 1.4
Evolution of web technologies
Source: Adapted from Spivack (2007)
7
Internet and Business
Li, H., & Leckenby, J. (2007). Examining the Effectiveness of Internet Advertising Formats. In D. Schumann & E. Thorson (Eds.), Internet
Advertising: Theory and Research: Lawrence Erlbaum Associates.
 Vertical Integration of Channel Capacities



Communication
Transaction
Distribution
 Horizontal Integration of Marketing Communications




Advertising
Public Relations
Sales Promotion
Direct Marketing
8
Internet Marketing
The definition of marketing by the Chartered Institute of Marketing
(http://www.cim.co.uk/) is:
Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitability.
Internet Marketing consists of:
Applying…
Digital technologies which form online channels (Web, e-mail, databases, mobile,
iDTV)
to…
Contribute to marketing activities aimed at achieving profitable acquisition and
retention of customers (within a multi-channel buying process and customer lifecycle)
through…
Improving customer knowledge (of their profiles, behaviour, value and loyalty
drivers), then delivering integrated targeted communications and online services that
match their individual needs
9
Figure 1.8
A generic Internet marketing strategy development process
10
Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008)
11
How Different Groups Spend Their Day in the US
(in-class demo)
Interactive Graphic:
http://www.nytimes.com/interactive/2009/07/31/business/20080801-metricsgraphic.html
Article:
http://www.nytimes.com/2009/08/02/business/02metrics.html?pagewanted=print
12
Internet: Reports
(in-class exercise)
 World Economic Forum


Global Competitiveness Report
Global Information Technology Report
 Statistics Denmark
 Service sector
 PEW Internet & American Life Project
 Trend Data
13
Discussion
14

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