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Chapter 6: The Web and E-Commerce Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 1
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Learning objectives 1.Web strategy 2.Website information architectures 3.E-commerce 4.Website marketing 5.Web 2.0 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 2
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Newspaper industry Users read news online for free Impact on print newspapers Internet disruption of business models Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 3
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Web strategy (1:2) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 4 Inform or entertain audience Influence audience
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Web strategy (2:2) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 5 Sell products or services Facilitate offline relationships
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Naming website Uniform resource locator (URL) Domain name system (DNS) Hypertext transfer protocol (http://) File transfer protocol (ftp://) Top-level domain Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 6
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Managing domain names Internet Corporation for Assigned Names and Numbers (ICANN) Legal disputes Cybersquatting and typosquatting Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 7
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Website design Hierarchical architecture Multi-dimensional architecture Sequential architecture Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 8
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User interface design Usability Accessibility Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 9
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Software development strategies Web browser Hypertext markup language (HTML) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 10
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Interactive websites Javascript AJAX Flash Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 11
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Content management systems Content management Cascading style sheets (CSS) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 12
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E-Commerce Online transactions Security Trust Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 13
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Marketing the website (1:2) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 14 Search engine optimization Search terms and key words
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Marketing the website (2:2) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 15 Page rank and relevance Search engine scams
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Web advertising (1:2) Click-through rate (CTR) Target advertising Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 16
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Web advertising (2:2) Search portals Online marketing challenges Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 17
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Web 2.0 Crowdsourcing Expanding data Learning web Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 18
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Summary 1.Web strategy 2.Website information architectures 3.E-commerce 4.Website marketing 5.Web 2.0 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 19
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NTT DoCoMo case Mobile e-commerce Near-field communications Osaifu keitai Expansion Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 20
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Pandora case Business model Recommendation engine Mobility Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 21
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 6 - 22
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