Marketing & Technology Topic introduction Overview and history Course approach
Why is the Internet important? Fast growth in influence Accessed by marketers Expected by consumers Rapid and wide diffusion In domains In hosts Lots of money involved Spending money to make money Spending money on goods and services
A brief history Marketing and technology are linked The Industrial Revolution Mass communications Radio Television The Information Revolution A digital economy Rise of interactive media
Just another technology Internet is the most recent technology A timeline Effects of technology on marketing action Affects types of products Affects types of communications
Technology Developments Business Technology Developments Dot-com slowdown slows down 2002 name, .coop, .aero begin registrations Napster suspends service 2001 .biz, .info, .museum begin registrations First live online musical Number of unique Web pages exceeds one billion business.com sells for $7.5 million 1999 2000 Mr. Clean speaks online Hackers cripple eBay, Yahoo!, eTrade, Datek, Cnn with denial-of-service attacks First full-service Internet bank US Postal Service sells stamps online business.com name sells for $150,000 1997 1999 .com hosts outnumber others 1995 Online dial-up services provide Internet access First online shopping mall 1994 First commercial interest in Internet 1992 Number of hosts exceeds 1,000,000 1991 CERN releases WWW 1989 Number of hosts exceeds 100,000 1987 Number of hosts exceeds 10,000 Number of Internet hosts exceeds 1000 Domain Name System introduced 1984 1975 First Internet mailing list Early digital computing technologies 1960 Widespread color TV capability First television ad: Bulova Watch 1941 1939 First all-electronic TV: RCA commercial sponsors One-third of radio shows have 1935 1926 First radio network: RCA 1921 First radio station Majority of production moves to factories 1890 Industrial Revolution under way (mechanization and mass production) 1880 c. 1450 Printing press invented
History in perspective... Rates of diffusion: Time to reach 50 million U.S. homes (Morgan Stanley Tech. Res.)
What is the Internet? A means of communication From one-to-many To all sorts of forms… Technological characteristics History Purpose Growth
Tracking Internet growth
Commercial implications of Internet growth
More implications
Implications in action .tv
Beyond the Bust…
Who Got Hit The Hardest?
Where’s the Opportunity?
The Net and e-commerce E-commerce definition ...activities undertaken by organizations to enable and facilitate the buying and selling of stuff with paperless, information systems technologies.. Broader than just buying and selling online Encompasses marketing activities Includes different types of transactions Revenue generating Revenue supporting
The Internet and marketing A marketing review Marketing definition “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” Marketing activities Strategic planning Marketing management Internet opportunities Environmental scanning Marketing research Mix implications