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Session 1 Introduction to Digital Concepts

Session 1 Introduction to Digital Concepts. Computer hardware and software Evolution of the World Wide Web Establishment of Search Techniques Development of Social Networking Tools. INTRODUCTION. You live in a digital age. Every part of your life depends on technology.

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Session 1 Introduction to Digital Concepts

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  1. Session 1Introduction to Digital Concepts • Computer hardware and software • Evolution of the World Wide Web • Establishment of Search Techniques • Development of Social Networking Tools

  2. INTRODUCTION • You live in a digital age. • Every part of your life depends on technology. • Interacting, communicating, studying, working, banking, travelling, entertainment, shopping • This subject is about the use of digital technologies in business, particularly in marketing. 1-2

  3. INTRODUCTION • Our lectures and case study discussions will show how businesses use technology to… • Increase market share and profits • Eliminate time and location boundaries • Serve their customers • Improve decision-making • Our lab exercises will teach you how to use technology to increase information management and digital marketing skills (MS ACCESS, web-based software) 1-3

  4. Business Process – Creating a Campaign

  5. Data vs Information • Data – raw facts that describe a particular phenomenon such as the current temperature, the price of movie rental, or your age • Information – data that have a particular meaning within a specific context 1-6

  6. Information Resource Information is often aggregated data that has meaning such as average age, youngest and oldest customer, and a histogram of customer ages Your age – a piece of data 1-7

  7. Information Technology • Information technology (IT) – computer-based tools that people use to work with information • Hardware – physical devices that make up a computer • Software – set of instructions that your hardware executes to carry out a specific task for you • Networking – local area networks, Internet • Databases - systems for storing, organizing and manipulating data 1-8

  8. Computer Hardware Source: Wikiversity

  9. Types of Hardware • Mainframes • Desktop PCs • Laptops • Mobile Devices • Smartphones, tablets and networked e-book readers have assumed data transmission, Web surfing, email, social networking and instant messaging duties

  10. Rise of Mobile Usage Source: Hong Kong Digital Behavior Insights Report (Nov 2011)

  11. Types of Software • Application software – enables you to solve specific problems and perform specific tasks (word processing, web browsing, email, payroll, inventory management, customer relationship management, etc) • System software – handles tasks specific to technology management (operating system, anti-virus, etc)

  12. Software Downloads from CNET.com Source: download.cnet.com

  13. A model of computing where the workload in an application is distributed between the providers of a service, called servers, and the requestors of a service, called clients Examples: e-mail, World Wide Web Client Server Computing Input and output is done on the client.

  14. CLOUD COMPUTING • Hottest term in technology today • Cloud computing – model in which any and all IT resources are delivered as a set of services via the Internet • Application software • Processing power • Data storage • Backup facilities • Development tools • Literally everything 7-15

  15. CLOUD COMPUTING Source: Haag, Stephen, Cummings, Maeve (2010) 7-16

  16. CLOUD COMPUTING Source: Cloud Computing: A Primer

  17. Advantages of the Cloud • Uny end user device to access what you need on the cloud • Utility computing – pay for only what you use instead of buying technology • Similar to utilities like electricity and water • Similar to taking a taxi instead of buying a car • Lower capital expenditures • Lower barriers to entry • Immediate access to a broad range of application software • Real-time scalability 7-18

  18. WORLD WIDE WEB • Web – multimedia-based collection of information, services, and sites supported by the Internet • Interface that you see and work with when interacting with Web sites and Web-based services • Internet – vast network of computers that connects millions of people all over the world • Infrastructure that makes the Web possible • Relationship between the Web and the Internet (here) Mod B-19

  19. Evolution of the World Wide Web http://www.visionmobile.com/blog/2010/09/the-flash-vs-html5-endgame/

  20. Types of Search Tools • It’s estimated that there are a trillion unique Web addresses on the Web as of 2008 (source: We Knew the Web Was Big) • Deep Web – collections of data that are not visible to search engines (e.g. password-protected databases)

  21. Search Operators for Google Search Excerpted from: Google Search Help

  22. Categories of Search Tools • How to deal with the online explosion of information ? • Search engines - allow you to search almost every word contained in several billion web pages; • Search directories - provide a large collection of links arranged in categories; maintained by human editors • Subject directories - maintained by individuals or groups of individuals - in many cases professional librarians - who select resources linking to "good information."

  23. Organic Search Results http://community.microsoftadvertising.com

  24. Pay-per-click (PPC) ads or sponsored sites http://community.microsoftadvertising.com

  25. Social Networking Sites (SNSs) • SNSs are focused on making connections among their users. • Interactions on a SNS are centred around profiles in which users describe themselves and their interests. When users add friends to their networks, they’re actually establishing links between their profiles. • SNSs make it possible to ‘articulate and make social networks visible’ (Boyd and Ellison, 2007).

  26. Social Networking Sites (SNSs) • SNSs are part of a new generation of Web-based technologies and applications that are known collectively as ‘Web 2.0’. • Web 2.0 technologies and applications connect people in numerous new ways and utilize their collective strengths.

  27. Categories of SNSs • Online communities • Facebook, LinkedIn, • Blogging / Micro-blogging • Blogger, Tumblr, Wordpress, Twitter, Weibo • Media-sharing • Youtube, Flickr, Photobucket, • Social reviews • Openrice.com, tripadvisor.com, yelp.com • Link-sharing / Social discovery • Pinterest, Kaboodle, TheFind, Digg

  28. Social Media Usage for the Past 12 Months Among HK Users Source: Hong Kong Digital Behavior Insights Report (Nov 2011)

  29. Digital has changed the world….

  30. The question is: Have businesses changed ?

  31. References • Boyd, Danah M. and Ellison, Nicole B. (2007), Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, Volume 13, Issue 1, October 2007, retrieved from: http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/full • Hong Kong Digital Behaviour Insights Report 2011, Nielsen, retrieved from: http://hk.nielsen.com/documents/HKDigitalBehaviorInsightsReport-FINAL.pdf

  32. References • Haag, Stephen, Cummings, Maeve (2010), Management Information Systems for the Information Age 8th ed, McGraw-Hill International Edition • Cloud Computing: A Primer, retrieved from: http://www.cisco.com/web/about/ac123/ac147/archived_issues/ipj_12-3/123_cloud1.html • Chui and Fleming (2011), Inside P&G’s Digital Revolution, retrieved from: https://www.mckinseyquarterly.com/Inside_PGs_digital_revolution_2893

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