©2006 Prentice Hall1-1 ELC 310 DAY 2

©2006 Prentice Hall1-1 Agenda Questions Roll Call Textbook issues Student Contracts Assignment 1 posted in WebCT, due in two weeks due Introduction to eMarketing

©2006 Prentice Hall1-6 E-marketing Defined The use of information technology to create, communicate, and deliver value to customers. for managing customer relationships to benefit the organization. The result of information technology applied to traditional marketing.

©2006 Prentice Hall1-7 E-Business, E-Commerce, and E-Marketing E-business is the continuous optimization of a firm’s business activities through digital technology. E-commerce is the subset of e-business focused on transactions. E-marketing is one part of an organization’s e- business activities.

©2006 Prentice Hall1-8 The Internet A global network of interconnected networks. and data files move over phone lines, cables and satellites. Three types of networks form part of the Internet: Intranet: network that runs internally in an organization. Extranet: two joined networks that share information. Web: how most people refer to the Internet.

©2006 Prentice Hall1-9 The Web Is One Aspect of E-Marketing Internet UPC Scanner PDA Cell Phone Web PC Television Refrigerator Database Automobile

©2006 Prentice Hall1-10 Past, Present, and Future The first generation of e-business was like a gold rush. From , over 500 Internet firms shut down in the U.S. Almost 60% of dot-coms were profitable in the fourth quarter of Today, the Internet is mainstream in industrialized nations. 20 nations comprise 90% of all Internet users.

©2006 Prentice Hall1-11 E-Business Recovery Is Sweet

©2006 Prentice Hall1-12 E-Marketing Today Power shift from sellers to buyers Marketing fragmentation: mass market to one customer Death of distance Time compression Knowledge/database management is key Marketing and technology: an interdisciplinary focus Intellectual capital is important resource

©2006 Prentice Hall1-13 Consumer Control New technologies such as personal video recorders (PVRs) and TiVo will increase consumer control. Convergence of television, radio, print, etc. Customer-controlled entertainment, and shopping on demand.

©2006 Prentice Hall1-14 Improved Internet Strategy Integration Organizations will integrate information technology seamlessly into marketing strategy. Multichannel marketing: Web site, retail store, and catalog Integration of inventory databases Integration of customer service across channels

©2006 Prentice Hall1-15 Refined Metrics Internet provides great deal of data, not all of which is very useful. Tracking customer acquisition cost (CAC) and other key metrics is a critical marketing function still in its infancy. Future metrics will provide better measures of performance, return on investment, etc.

©2006 Prentice Hall1-16 Wireless Networking Increases Cell phones, PDAs and laptops connect to the Internet via wireless modem worldwide. Starbucks Hotels and airports Queen Mary II luxury liner Amtrak train stations Customers will have information, entertainment and communication when, where and how they want it.

©2006 Prentice Hall1-17 WiFi at Train Station in France

©2006 Prentice Hall1-18 Appliance Convergence The receiving appliance is separate from the media type. Computers can receive digital radio and TV. TV sets can receive the Web. New types of “smart” receiving appliances will emerge. Internet refrigerator is many digital appliances in one. Global position systems (GPS) allow in-car communication and entertainment.

©2006 Prentice Hall1-19 Semantic Web The Semantic Web will utilize a standard definition protocol that will allow users to find information based on its type, such as: The next available appointment for a doctor Details about an upcoming concert Menu at the local restaurant Represents the next huge advance: providing worldwide access to data on demand without effort.

©2006 Prentice Hall1-20 Internet-Time Analogy 1949 Atomic1929 Quartz Crystal1600’s Mechanical1583 AD Pendulum3500 BC Sundial Web is here in 2004