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Internet Marketing: Birth, Growth, and Maturity

Explore the exciting world of internet marketing and learn about the life cycle of technology. Understand what works and what doesn't, the lessons from the birth phase, and examine the industries revolutionized by internet marketing. Discover the growth drivers and strategic questions to navigate this digital landscape.

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Internet Marketing: Birth, Growth, and Maturity

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  1. INTRODUCTION Internet Marketing 15.823 Professor Glen L. Urban Spring 2001

  2. WELCOME • EXCITING TIME -- New Technology • LIFE CYCLE -- State of the Art • WHAT’S NOT WORKING -- WHAT IS • LESSONS OF BIRTH PHASE • EXPECTATIONS • OUTLINE OF COURSE

  3. Life Cycle of Technology Birth Growth Maturity

  4. BIRTH PHASE • High Expectations • Gold Rush • Claim the High Ground -- Grow Big Fast • Get Sales then Worry About Profit • Ready Venture Capital • Natural Experimentation

  5. BIRTH PHASE (continued) • Substitution with Technology • Information (search engines) • Catalogues • Self service • Early Innovation • Shopping malls • Supply chain • Aggregation • Price

  6. WHAT’S NOT WORKING • Pure Play B2C • High acquisition cost • Low Conversion, Repeat, Repurchase, Margins • Advertising Model • Small Audience • Click Through and cost/000 down • Exchanges • Not Include channel Players • Little Solution/Decision Content • Technology Play Only • Buzz

  7. WHAT’S WORKING • Large Volume Branded Sites • Portals • 2nd generation eTailers • Reverse and Commodity Auctions • Transaction Fee Models • Clicks and Mortar • Infrastructure -- software, computers, networks

  8. INDUSTRIES REVOLUTIONIZED • Stock Trading • Autos • Travel • Telecom/Computers • Games

  9. LESSONS • Fundamentals • Value to customer • Technology Link to Customer Need • Business Model - ROI • Operations • Reliability/Scalability • fulfillment/service • Finance • Do not Be Over Influenced by $$$ • Realism -- Contingency Plan

  10. MORE LESSONS • Marketing • Core Benefit Proposition • Selling is Tough Job • Allocate Resources Here • Innovation • Internet Speed is High Risk • Adoption May be Slow • Need Structured Process

  11. EXPECTATIONS Growth Birth Mature

  12. EXPECTATIONSGROWTH PER YEAR B2B +B2C • 0-10% • 10-25% • 25-50% • 50-75% • 75-100% • Over 100%

  13. VIEWS OF THE INTERNET • Direct Mail / Catalog Substitute • Advertising Enhancement • Magazine/Newspaper Substitute • New Information Source • An Additional Store • New Channel / Relationship • New World

  14. GROWTH DRIVERS • Customer Experience -- Recommendations and Personalization • Profit -- ROI • Community • Established Firms • eMarketing -- Sales Productivity and CRM • Technology -- wireless/broadband • Trust

  15. SUMMARY • Bright Future for Growth • Profit Opportunities • Good Fundamental Management Required

  16. COURSE REVIEW • Outline • Cases • Projects

  17. Understanding Customers Consumer Behavior B2C vs B2B Strategy Formulation Trust vs. Push Product Design Segmentation Positioning Customer Acquisition Advertising / PR/Selling Pricing & Promotion Distribution Channel Logistics Relationship Building Fulfillment Service

  18. STRATEGIC QUESTIONS • Why are people buying on the Internet/why is conversion rate so low? • Trust Based Marketing-- When to use it? • Are there any opportunities left? How do you find them? • Is personalization and one to one marketing the ultimate segmentation? • How do we compete if we are not the first entrant?

  19. STRATEGIC QUESTIONS (CONT.) • What are the roles of Advertising and Selling in eMarketing success? • Is Internet Marketing going to be a price game only? • Is a separate company the only way to solve the Internet channel conflict? • Will single sources (portals/mega retailers) own the customer relationship? • What is the next wave in Internet Marketing and how do you ride it?

  20. ADMINISTRATION • TA’s • Ben Gibbon • Sebastian Periera • Shyan Wen • Srinath Narayanan • URL

  21. FEEDBACK • Evaluation • project (group) -- 40% • class participation -- 20% • case discussion -- 40% • Student Feedback • To TA’s • Mid Course Input • Final Course Evaluation

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