- Researchers began working on the internet in the 1960s and it was initially adopted by universities and the military. It was governed by rules prohibiting commercial use.
- Email and the dissolution of regulations in the 1990s allowed the internet to spread outside of academia and the military. The "dot com boom" in the late 1990s saw huge investment but many startups failed.
- New technologies like wireless devices and faster connections are expanding internet access and changing how marketing works, shifting the focus from brands to managing individual customer interests.
- Researchers began working on the internet in the 1960s and it was initially adopted by universities and the military. It was governed by rules prohibiting commercial use.
- Email and the dissolution of regulations in the 1990s allowed the internet to spread outside of academia and the military. The "dot com boom" in the late 1990s saw huge investment but many startups failed.
- New technologies like wireless devices and faster connections are expanding internet access and changing how marketing works, shifting the focus from brands to managing individual customer interests.
- Researchers began working on the internet in the 1960s and it was initially adopted by universities and the military. It was governed by rules prohibiting commercial use.
- Email and the dissolution of regulations in the 1990s allowed the internet to spread outside of academia and the military. The "dot com boom" in the late 1990s saw huge investment but many startups failed.
- New technologies like wireless devices and faster connections are expanding internet access and changing how marketing works, shifting the focus from brands to managing individual customer interests.
• Objectives • Grading • Schedule • Project Part One: Chapter One Introduction
“The goal is to move from the current situation of
complexity and frustration to one where technology serves human needs invisibly, unobtrusively: the human-centered, customer-centered way.” Donald Norman, The Invisible Computer Origins of the Internet
• Researchers began work in 1960s
Origins of the Internet
• Researchers began work in 1960s
• Two key early adopters: – University instructors and researchers – The United States military Origins of the Internet
• Researchers began work in 1960s
• Two key early adopters: – University instructors and researchers – The United States military • Governed initially by the National Science Foundation, which prohibited all commercial transactions The Internet Goes Mainstream
• Email propelled the Internet off campus
and outside the military The Internet Goes Mainstream
• Email propelled the Internet off campus
and outside the military • Government regulation dissolved in early 1990s The Internet Goes Mainstream
• Email propelled the Internet off campus
and outside the military • Government regulation dissolved in early 1990s • By 1994, the Internet had gone commercial The Virtuous Cycle and The Internet Boom
Consumer and Business Web Content Internet Access
Popular Fascination Booms and Busts
• Fascination with the web also led to an
infusion of investment capital • Aggressive, expensive battle for customers doomed many start-ups • Greater discipline and more cost- effective marketing plans allowed the dot-com era to take root What Lies Ahead
• Just 15 percent of the world’s 6.3
billion population is online What Lies Ahead
• Just 15 percent of the world’s 6.3
billion population is online • And the dominance of American users is steadily shrinking Growth Potential in Developing Countries
Top countries for Internet use, 2004
*New to list in 2004
Source: CIA Factbook New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience • Faster Internet Connections bring marketing messages to the audience more swiftly New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience • Faster Internet Connections bring marketing messages to the audience more swiftly • New Information Appliances, such as Apple’s iPod, integrate technology advances with specific consumer demands A Shift for Marketing
• From “Selling the Brand” – The old
model emphasized on mass production and a promoting a distinct brand • To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands Marketing the World’s Game Online • Static websites provide basic information and game broadcasts Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce • Personalized websites respond to individualized fan interaction Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce • Personalized websites respond to individualized fan interaction • Keyword Advertising links fans to potential travel and tourism sites Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
• The Digital Revolution
Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
• The Digital Revolution
• Networking Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: