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Introduction to Internet Marketing

Introduction to Internet Marketing Chapter 01 of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates .

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Introduction to Internet Marketing

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  1. Introduction to Internet Marketing Chapter 01of 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. • 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

  2. Internet: Aspects Four Communication Needs Connectivity Information Entertainment Shopping

  3. Connectivity Social Networking Blogging Online Dating Online Communities

  4. Information Push vs. Pull Information Seeking Foraging Sharing Evaluation Recommendation

  5. Entertainment Digital Content Production Distribution Consumption Gaming Media Convergence

  6. Shopping “The Long-Tail” Convenience Comparison Examples: Music Books

  7. Internet: Technology Trends Figure 1.4 Evolution of web technologies Source: Adapted from Spivack (2007)

  8. Internet and BusinessLi, 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

  9. 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

  10. Figure 1.8 A generic Internet marketing strategy development process

  11. Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008)

  12. How Different Groups Spend Their Day in the US(in-class demo) Interactive Graphic: http://www.nytimes.com/interactive/2009/07/31/business/20080801-metrics-graphic.html Article: http://www.nytimes.com/2009/08/02/business/02metrics.html?pagewanted=print

  13. 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

  14. Discussion

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