29
MKTG2032 / MKTG7037 E-Marketing The Internet. Neither a truck nor a series of tubes MKTG7037 / MKTG2032 E-marketing

E Marketing Week01

Embed Size (px)

DESCRIPTION

Unique features of internet-based marketingWeek 1 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

Citation preview

Page 1: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

MKTG7037 / MKTG2032

E-marketing

Page 2: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

Internet Marketing

Let’s get this out of the way early…

Page 3: E Marketing Week01

The internet. It’s not a truck• http://seriesoftubes.net/archives/2-Its-Not-A-Truck...Its-A-Series-Of-Tubes.ht

ml

• They want to deliver vast amounts of information over the internet. And again, the internet is not something you just dump something on. It's not a truck.

It's a series of tubes.

And if you don't understand those tubes can be filled and if they are filled, when you put your message in, it gets in line and its going to be delayed by anyone that puts into that tube enormous amounts of material, enormous amounts of material.

Page 4: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

In other things that have to be done up front and first…

Page 5: E Marketing Week01

Cat macros

Page 6: E Marketing Week01
Page 7: E Marketing Week01
Page 8: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

That’s enough of that.

Welcome to SeriesofTubes-Marketing

Page 9: E Marketing Week01

Course Structure

Week No Week beginning Topic(s)/Task(s)

1 19 February Chapter 3 Unique features of internet-based marketing

2 26 February Chapter 4 Consumer behaviour

3 5 March Chapter 5 Creating cybercommunities

4 12 March Chapter 6 Applications for business and non-business

5 19 March* Chapter 7 The internet in marketing strategy

6 26 March Chapter 8 The role of product in internet marketing

7 2 April Chapter 9 Promotion: the internet in the promotional mix

8 23 April Chapter 10 Promotion 2: the internet as a promotional medium

9 30 April Chapter 11 Pricing strategies

10 7 May Chapter 12 Distribution

11 14 May Chapter 13 Services marketing online

13 28 May Chapter 14 Relationship marketing

12 21 May Chapter 15 International marketing

Page 10: E Marketing Week01

!

Page 11: E Marketing Week01

Assessment Due Dates

Task Weighting Due• Tutorial/Lab Assessment 20 During semester

• Solo Assignment 20 March 26

• Essay Registration 01 March 16• Group-Optional Essay 29 May 21

• Final Examination 30 June

Page 12: E Marketing Week01

Solo Assignment

• Due: March 26, Monday Week 6, no later than 7pm. – Electronic Upload via WebCT

• Topic: “Hype or Hope? The value of a new technology for marketing”– This assessment item is a solo paper where the student examines value

of a contemporary technology for marketing practice. The list of contemporary technology includes:

• RFID tags for marketing and marketing research• m-commerce, including m-gaming, m-gambling and m-shopping• MMORPG environments such as Second Life• social media marketing • online viral marketing

• You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory.

• Full referencing is expected. Penalties apply for not using references.

Page 13: E Marketing Week01

Group-Optional Essay

• 500 word proposal– Due Friday, Week 4, no later than 7pm

• 4000 word assignment – Due: Monday Week 12 no later than 7pm.

• 1-4 people per group,

• Electronic Upload via WebCT

Page 14: E Marketing Week01

Essay Topics

• The major assignment in this unit is the development and production of a high quality marketing essay on a single topic in e-commerce.

• Discussion of assignment topics, and the development of an assignment topic plan will be included as part of the tutorials.

• Students are required to register a proposal including a 500 word overview of the topic and the names of the group members.

Page 15: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

Anything cited from Wikipedia will not count as

a reference.

I mean that.

Page 16: E Marketing Week01

Tutorials

• Registration is open

• Topics are on the website.

• Two components– Bulletin board participation inside the WebCT

forum– Submitted tutorial question paper

Page 17: E Marketing Week01

MKTG2032 / MKTG7037 E-Marketing

The Internet. Neither a truck nor a series of tubes

Now for the content

Unique features of the internets

Page 18: E Marketing Week01

Unique features of the Internet

• Interactivity• Variety and Customisation• Global Access• Time independence• Interest driven• Ubiquity• Mobility

Page 19: E Marketing Week01

Interactivity

• the degree to which the user can interact with the web site in a meaningful manner beyond following internal hyperlinks

• Is Web2.0 and the tag cloud interactivity?

Page 20: E Marketing Week01

Variety and Customisation

• which are the levels of change, interaction and customised content that can occur on a web site

• http://pipes.yahoo.com/

• Pipes is an interactive feed aggregator and manipulator. Using Pipes, you can create feeds that are more powerful, useful and relevant.

Page 21: E Marketing Week01

Global Access

• which recognises the international nature of the medium, and how local web sites have a global presence

• Which laws govern the internet?

• Does any nation have the right or obligation to legislate to control the internet?

Page 22: E Marketing Week01

Time independence

• the ability of many features of the Internet to be accessed around the clock, seven days a week without the need for a physical or personal presence staffing the web site

Page 23: E Marketing Week01

Interest driven

• the extent to which the Internet is a pull medium where online experiences are based on the active seeking out of the items of interest rather than the passive acceptance of whatever push media delivers to the screen

• Do RSS feeds count as push media?

• Is blogging interest driven or blog reading interest driven?

Page 24: E Marketing Week01

Ubiquity

• the ability of the Internet to be available in the same format, manner and nature wherever the user logs onto the system

• switching on a television set or mobile phone in Germany and another in Australia will produce access to different networks and content

• logging onto the Internet in Germany, Australia and anywhere else with Internet connectivity allows access to the same systems

Page 25: E Marketing Week01

Mobility

• the capacity of the Internet to be delivered beyond the conventional boundaries of desktop computers and networks

• Mobile devices

• Embedded devices

• Consoles

• API / Non human use of internet functionality

Page 26: E Marketing Week01

Drivers versus Barriers

• Arguments for…– Cost cutting– Efficiency – Open Access – Global Digital Showcase– Established Market

• Arguments against– No reason to be there– Not suited to the

internet– Not ready yet

• You’re not ready• The internet’s not

ready

– Security issues– Privacy concerns– Economic downturn

Page 27: E Marketing Week01

Changing consumer expectations

• Increasing time pressures

• Mass customisation

• Consumer demand

Page 28: E Marketing Week01

Uniquely Internet Issues

• Audience control– Who’s reading the site?

• Information management– Controlling the flow of information

• Information empowerment– Information has a propensity to be free as in

escaping rather than free as in beer or speech

Page 29: E Marketing Week01

Discussion Questions for the Board

• Outline two online services that cannot be replicated in the offline environment.

• Do these Internet-only services represent a new form of marketing, or can existing marketing be used or adapted to meet the new needs?