1. Internet marketing as part of the marketing communications mix

2. ARE YOU OLD ENOUGH TO REMEMBER BEING WITHOUT INTERNET ACCESS?
How Has the Internet
Changed the Way You
Live
Work
Communicate
ARE YOU OLD ENOUGH
TO REMEMBER
BEING WITHOUT
INTERNET ACCESS?
Clip art + questions suggests an interactive opportunity.
If this doesn’t fit your style, you can hide or delete the slide.

3. EVOLUTION OF THE INTERNET Slow Growth from 1957 Through 1990
1950s: The Cold War spawns the ARPAnet
1960s and 70s: Slow growth—limited to scientists and researchers around the world
1980s: TCP/IP; National Science Foundation operated the backbone, banned commercial traffic

4. EVOLUTION OF THE INTERNET 1990s Through Present: Boom, Bust, Stable Growth
1991: Gopher and HTML
1993: Mosiac
1995: Yahoo!
Throughout the 1990s: Venture Capital Dollars Chasing Untried Business Models
2000 through 2002: Business Failures and Disappearance of Venture Capital
2004 On: Rapid Growth in Users, Content, and Sales (B2C and B2B); Emergence of New Players Like Google, Facebook, Foursquare, Groupon

5. Internet Timeline

6. From an Internal Network
Sabre Holdings
From an Internal Network
To a
Commercial Product
To an Enterprise
with a
Portfolio of Brands

7. What Does Bust/Return to Internet Business Models?
Growth Say About
Internet Business Models?

8. Characteristics of Web 2.0
Services, Not Packaged Software; Scalability
Unique (Behavioral) Data
Users as Co-Developers
Harness Collective Intelligence
Leverage the “Long Tail”
Software Increasingly Device Agnostic
“Lightweight” Interfaces, Development
and Business Models
If you’d like an interactive presentation, see the McKinsey summary of their research on Web 2.0. You will probably have to register for the McKinsey Journal site if you have not already done so.

9. Web 3.0? Real Time Semantic Open Communication/Data Transfer
Mobile and Geolocation
Or if you’d like a comparison, this 2 minute video from a Q&A session with Eric Schmidt is old (2007) but remarkably prescient.

10. ‘Social business’ technology improves business outcomes
What Increased
What Decreased
Communication with customers
Time to find information and experts
Employee connectedness
Number of customer support calls
Project collaboration and productivity
Number of s sent
Ideas generated inside the firm
Time needed for meetings
New business win rate
Need for travel
If you want to include numbers or expand this table, download the report from
See page 9.
You may have to go back from this link and register.

11. Global brands – combination of Online and Offline

12. Internet marketing paradigm

13. Elements of im paradigm
Objectives
Inputs
Actions
Customer Acquisition
Internet Business Models
Advertising and Promotion
- Direct Response
- Brand Development
Customer Conversion
Interactive Channels
Customer Retention
Offline Channels
Ecommerce
Customer Value Growth
Social and Regulatory Issues
Customer Service and Support

14. Internet infrastructure stack

15. Computing ‘in the cloud’
Computing and Data Storage on ‘Public Clouds’
or ‘Private Clouds’
Suppliers like Amazon, Salesforce.com or Private, Custom Sites for Corporations, Government Agencies
Fee for Services Instead of Investment
Do not Have to Maintain Hardware
and Software
There are more statistics at

16. Client services ‘in the cloud’
Salesforce.com usually has one or more good product demos worth playing in class, as is the case with the “See What the Cloud Can Do” shown here.

17. Consumers benefit from cloud
Web-based
Store Photos or Videos Online
Use Apps Like Google Docs, Photoshop Express
Store or Backup Files Online

18. THE INTERNET AND ITS USERS
PROFILE OF
THE INTERNET AND ITS USERS

19. Issues in development of internet
Approaching Saturation in Developed
Countries
Growth Continues in Developing Countries
Broadband and Mobile are Facilitators
Speed of Access Important
Cell Phone Penetration High
Mobile Access to Exceed Desktop Access

20. Size of internet by global region
Internet World Stats keeps this chart updated and has the most recent stats by geography that are available from a single source.

21. Mobile driving growth worldwide
The International Telecommunication Union has a statistics page that aggregates statistics from all over the world and is kept updated.

22. Demographics U.S. internet users
The Pew Internet project has a trends page where you will find updates to this chart and other key statistics for the US Internet population.
For similar statistics by country in Europe see
I don’t know of an entirely parallel site for Asia/Pacific but this site aggregates data and blog posts by country

23. Search, email still most popular social networks ‘Trending’

24. Usage segments

25. Search outstrips social for product info

26. Marketers ‘follow the eyeballs’
There are a lot of places to find recent estimates of online marketing spending, including a search for the specific data item you’d like but eMarketer has many of them quickly and in charts that are easily usable in your PPT. Do save charts that you like, because they are only public for 30 days. Marketing Charts is another good place to search for specific data that you’d like to include.
Sites that specialize in ad spending data include
eMarketer, Marketing Sherpa and Nielsen produce reports.
Borrell Associates is the best single source for data on advertising in local markets. A lot of this data is locked away in paid reports, but there are executive summaries and stories posted on their blog.

27. Digital’s proportion of total budget continues to grow
True for B2C as Well as B2B

28. Strategic drivers - internet marketing
Information Creates Greatest Value Added,-All Products, Services
Size and Distance Often Do Not Matter (availability of resources critical)
Speed and Flexibility Essential
People are the Key Assets
Growth in the Network Causes Exponential Increase in Value
Marketers Can Deal with Customers One-to-One
Demand Can Be Predicted with Greater Accuracy
Cost Patterns Change as Transaction, Coordination (B2B) and Switching (B2C) Costs Decrease
Consumers Have Power in Information-Rich Channels
The Information Economy is Characterized by Choice, Abundance

29. charity:water – best practices online and offline
A good site to visit on general principles You can use it to make the best practices principles, or to look at excellent use of rich media, or an engaging site in general. This is a good time to start pointing out the connect with/Like options and the variety of ways people can contact Charity:water. There is a link for their blog at the bottom of the page. Students should be paying attention to multiple channels from the beginning.

30. Some best practices Personalization
Effective-and Cost-Effective-Promotions
, Search Advertising, Social Networks
Can be Tracked, Effectiveness Measured
Use of Rich Media
Strategic Partnerships
Consumer Involvement, Co-Creation
Integration with Offline
These and More Discussed Throughout Text

31. summary Internet Integral Part of
Daily Lives of People Around the Globe
Business Communications and Operations (SMB/Local)
Marketing > Communications, Transactions Channels
Acquisition, Conversion, Retention, Value Growth
Change, Innovation Continuing (Accelerating?)
Technological Change is Marketing Facilitator
We’re All Living In the Cloud
Difficult to Keep Up
Basic Rules of Business and Economics Apply
Profit (Sustainability for Non-Profits)
Sensible, Scalable Business Models
Strategic Drivers of Online Economy Different from Offline
Internet Best Practices Evolving