1. E-Marketing/7E Chapter 1
Past, Present, and Future

2. Heidelberg Declaration of 1543
That I with body and soul, both in life and death, am not my own, but belong unto my faithful Savior Jesus Christ; who, with his precious blood, has fully satisfied for all my sins, and delivered me from all the power of the devil; and so preserves me that without the will of my heavenly Father, not a hair can fall from my head; yea, that all things must be subservient to my salvation, and therefore, by his Holy Spirit, He also assures me of eternal life, and makes me sincerely willing and ready, henceforth, to live unto him.

3. The Barack Obama Campaign Story
President Obama made history by his use of e-marketing to win the 2008 election.
Obama’s internet strategies targeted year-old voters because 93% are online.
His 2012 efforts added higher levels of sophistication, including the use of social media and mobile marketing.
Facebook displayed over 33 million “likes.”
The Obama YouTube channel had over 286,000 subscribers and 288 million upload views.
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Q. 1. Define Internet.
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Internet
The internet is a global network of interconnected networks.
Data move over phone lines, cables and satellites.
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6. History of the Internet
1957 – ARPA/DARPA
1970 – ALOHANet
1980 – HOSTS CREATED
1962 – ARPANET
1971 –
1990 – HOSTS >100,000
1969 –
UCLA & STANFORD
1973 –
UCLA-LONDON-NORWAY
1991 – HTML

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Q. 2. Define E-business.
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E-business
E-business is the continuous optimization of a company’s business activities using digital technology.
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Q. 3. Define E-commerce.
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E-commerce
E-commerce is the subset of e-business focused on transactions.
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Q. 4. Define E-marketing.
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E-marketing
E-marketing is the result of information technology applied to traditional marketing.
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13. Q. 5. What are the features of today’s Internet Climate?
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14. Today’s Internet Climate (1 of 2)
E-commerce
Advertising online
Search Engine Marketing (SEM)
User-generated content
Single common platform
Global in scope
Level playing field
Online communities
Personalization
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15. Today’s Internet Climate (2 of 2)
Internet communications
Mobile internet access
Local marketing
Marketer transparency
Infrastructure processing
Metrics rule
Always-on
Many-to-many communications network
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16. E-Marketing Is Bigger than the Web
The Web is the portion of the internet that supports a graphical user interface for hypertext navigation with a browser.
The Web is what most people think about when they think of the internet.
Electronic marketing reaches far beyond the Web.
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17. The Web Is Only One Aspect of E-Marketing
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18. E-Marketing Is Bigger than Technology
Individuals: The internet provides individual users with convenient and continuous access to information, entertainment, networking, and communication.
Communities form around shared photos (Flickr), videos (YouTube), and individual or company profiles (Facebook).
Businesses: The digital environment enhances processes and activities for businesses.
Societies and economies are enhanced through more efficient markets, more jobs, information access, communication globalization, and more.
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19. Global Internet Users
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20. Internet Communities in 2012
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21. Q. 6. Discuss the internet infrastructure stack.
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Infrastructure Stack
Telecommunications
Website hosting
Internet hardware and software
Website operations
Managed/Applications service providers
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23. Infrastructure Stack - Example
COMCAST
TNU HD
DAILY RUNNING
McGraw-Hill/Irwin
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24. Q. 7. What are the three types of access to the internet?
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Access to the Internet
Public internet
Intranet: network that runs internally in an organization
Extranet: two or more joined networks that share information
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26. Q. 8. Describe the age of E-marketing.
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27. E-Marketing’s Past: Web 1.0
The internet started in 1969 as the ARPANET, a network for academic and military use.
Web pages and browsers appeared in 1993.
The first generation of e-business was like a gold rush.
Companies quickly attracted sales and market share, but negative profits.
Between 2000 and 2002, more than 500 internet firms shut down in the U.S.
By Q4 2003, almost 60% of public dot-coms were profitable.
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28. E-Marketing’s Past: Web 1.0
Lower costs
Measurable results
Global reach
Personalization
One-to-ne marketing
Better conversion rates
Twenty-four-hour marketing
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Internet Timeline
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2001 Garner Hype Cycle
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31. The E Drops from E-Marketing
Gartner predicted that the e would drop, making e-business just business and e-marketing just marketing.
Nevertheless, e-business will always have its unique models, concepts, and practices.
The e-marketing landscape is changing rapidly due to consumer-generated content, mobile internet access, social media and disruptive technologies.
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32. E-Marketing Today: Web 2.0
Web 2.0 technologies connect people with each other through social media, which have created opportunities and challenges for marketers.
Power shift from sellers to buyers.
Inbound Marketing.
Customer engagement
Social media metrics
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33. Power Shift From Companies To Individuals
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New Technologies
Wireless networking and mobile computing.
4G is a fourth-generation high speed wireless technology.
Appliance convergence.
LG internet refrigerator is many digital appliances in one.
Voice navigation.
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The Future: Web 3.0
Sir Tim Berners-Lee, coinventor of the World Wide Web, has been working on technology to organize online data for greater user convenience, i.e., the semantic Web.
Users can easily find information based on its type.
The value of the semantic Web is information on demand.
Experts believe the semantic Web will become a reality over the next decade.
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The Future: Web 3.0
Appliance convergence
Loss of distinction
Increase of wireless networking
Semantic web
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37. Evolution from Web 1.0 to Web 3.0
Semantic Web
agent @
Content creator (cc)
Consumer (c)
cc & c
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38. Q. 9. What are the opportunities and challenges of Web 2.0?
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39. Other Opportunities And Challenges In Web 2.0
Internet adoption matures.
Online retail sales matures.
Search engines are now reputation engines.
Content is still King.
Improved online and offline strategy integration.
Intellectual capital rules.
High broadband adoption at home
The long tail.
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Stepping Stones to Web 3.0
Higher bandwidth
Faster connection speeds
Artificial intelligence
Seamless social networking
Modular Web applications
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41. Q. 10. What are the 10 driving principles of the new internet economy?
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Driving principles
Information equals value
Distance no longer matters
Speed is the essence of internet business
People are the key assets of internet businesses
Growth rates are based on network nature of businesses
Value in a network rises exponentially with market share
Market power is determined by skill in managing information
Dramatic shift in the direction of customers
Customization
Era of instant gratification is upon us.
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