1. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 1 CURRENT TOPICS IN INTERNET MARKETING Additional web site features Special search options in Google Current developments in Internet Marketing

2. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 2 Additional Web Site Content Possibilities Flash and other animation Video streaming “Podcasts” for downloading Newsfeeds

3. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 3 Online Photos Tradeoff—resolution vs. file size Possible solutions –Separate page versions for broadband and dial-up –Optimization based on likely connection held by target segment –Thumbnails leading to higher resolution photos FrontPage will automatically reduce resolution of photos inserted into a page

4. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 4 Specialized search features in Google Search for phrases—put search string in quotes Exclude words—use minus sign—e.g., marketing – sports will get listings for marketing where the words “sports” does not occur Use plus sign to require that a common word be included

5. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 5 More Google Options Putting emphasis on a term –Order: international marketing vs. marketing International –Repetition—e.g., international international marketing Domain restriction—e.g., marketing site:.edu marketing site:microsoft.com Document type restriction—e.g., pricing type:pdf

6. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 6 Specialized Google Search Engines and Features Maps Google Scholar Google Local Froogle Google News –News alerts

7. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 7 Blogs Increasingly used for –Political reporting/expression –Other personal expression –Technical/subject communications Associated mailing lists Power of links

8. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 8 Entertainment Content Available Online Delivery –For online viewing –For download to iPods or similar devices Payment –Flat rate subscription –Per episode download –Free Advertising sponsored Non-sponsored Technology –Guards against “Tivoing” through commercials

9. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 9 Spam: Current Tricks Avoiding detection software –Sending of text as graphics –Random misspelling of words –Hiding true sender address Commercial spam vs. virus e-mails

10. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 10 Mobile Internet Access Access methods –Cell phones –Computers connected to cell phones –“Hot spots” –Ethernet connections at hotels Issues –Speed –Security –Completeness of content –Reach Synchronization –Files –E-mail –Calendar –Contacts

11. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 11 Search Engines Microsoft is offering new search engine— currently in “beta” version—to compete with Google—more pages promised Possible new algorithms –Neural networks –Natural language interpretation –Bayesian updating based on Searcher Other searchers

12. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 12 Market Research Analyzing text –Blogs –User groups/forums Consumption situations through photos online –Google Image, Alta Vista Image, Webshots.com

13. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 13 Online Education and Seminars Bandwidth requirements “Synchronous” vs. “asynchronous”

14. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 14 Internet Access Provider Proposed Charges to Senders Some ISPs have proposed charges to originators of –E-mail that would bypass anti-spam checks –Bandwidth intensive materials—e.g., Streaming/graphics Teleconferencing Movies Songs

15. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 15 Digital Compression To original files to facilitate download –With preservation of all non-redundant information –With loss of resolution Downloading/transmission methods— downloading existing content

16. MKTG 476 CURRENT DEVELOPMENTS Lars Perner, Instructor 16 Issues For Specific Sites eBay –Feedback system –Payment system Classmates.com –Reach –Initial sign-up vs. maintenance Personals Sites –Maturation of service; progression in Product Life Cycle –Liability issues –Opportunities Special populations— e.g., ethnic, religious groups—ability to screen on specific criteria