CHAPTER 1: OVERVIEW OF E-MARKETING

Marketing

Marketing

is "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives."

(The American Marketing Association (AMA), 1985)

E-marketing

The use of information technology in the processes of creating, communication, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholder

(STRAUSS ET AL., 2009)

In the E-marketing, the process management is

the same

The internet

is a global network of interconnected networks

E-mail and data files move over …

phone lines, cables and satellites

Internet has … roles:

3 Roles:

Providers

Users (client computers)

Technology infrastructures: to move, create and view or listen to the content (the software and hardware)

Three important types of access to the Internet:

Intranet:

Extranet:

Web:

Intranet

Network that runs internally in an organization (HTML, browsers)

Extranet

Two or more joined networks that share information

If 2 companies link their Intranets, they would have

An Extranet.

The access is normally partial

Web

Collection of hypertext systems that allows document to be shared over the Internet

(Such as Internet Explorer)

… is what most people think about when they think of the Internet

The Web

There are many effective non-web e-marketing tools:

E-mail, newsgroups

The Internet delivers information to more receiving items other than personal computer (PCs), such as:

mobile phones, cars, TVs, refrigerators,...

Off-line electronic data collection devices, such as … receive, and sent over an Intranet about customers and products

barcode scanners, and databases

The internet provides individual users with …

convenient and continuous access to information, entertainment, and communication.

Web logs (Blogs)

Online diaries, or journals, frequently updated on webpages

E-marketing is bigger than technology

• individuals: The internet provides individual users with convenient and continuous access to information, entertainment, and communication.

• communities form around shared photos, videos, and online profiles.

• businesses: The digital environment enhances processes and activities for businesses.

• Societies are enhanced through more efficient markets, more jobs, and information access.

OBJECTIVES OF E-MARKETING

• Lower costs

• Trackable & measurable results

• Global reach

• One-to-one marketing (personalization)

• More interesting campaigns

• Better conversion rates

• 24-hour marketing

… is the continuous optimization of a firm’s business activities through digital technology

E-business

E-business involves

attracting and retaining the right customers and business partners.

It includes digital communication, e-commerce, and online research,...

… is one part of an organization’s e-business activities

E-marketing

Timeline of the Internet: 1969

ARPAnet, the first version of the internet, is created to link computers at UCLA and Stanford.

Timeline of the Internet: 1965

Lawrence Roberts and Thomas Merril communicate with one another using computers connected via a low-speed dial-up telephone line in Massachusetts and California

→ creating the first Wide Area Network and laying the groundwork for the Internet

Timeline of the Internet: 1974

Robert Kahn and Vinto Cerf publish "A protocol for Packet Network Communication" laying the groundwork for TCP/IP and much larger, interconnected computer networks.

The word Internet is first used.

Timeline of the Internet: 1986

NSFNET is founded, creating the backbone and providing the investment needed to create the internet as we know it today.

Timeline of the Internet: 1989

The first commercial ISP, the world launches

Tim Berners-Lee invents the world wide web, which opens the door for the internet to go mainstream.

Timeline of the Internet: 1993

The first web browser available to the public, Mosaic launches.

Timeline of the Internet: 1994

Netscape navigator is released in stores.

Timeline of the Internet: 2000

Some 300 million people around the world are officially Online

Timeline of the Internet: 2004

Facebook launches and the Web 2.0 begins to grow rapidly.

Timeline of the Internet: 2007

The iPhone is released, giving rise to the mobile revolution.

Timeline of the Internet: 2010

1.966 billion people are online worldwide.

Timeline of the Internet: 2022

5 billion people are online

Web 1.0

user interaction	static, read-only content
Content creation	Limited to website owners
Technology	HTML, CSS, basic JavaScript
Access	Limited to Desktop browsers
Security	Basic security measures (e.g SSL)
Examples	Early websites (e.g Static informational sites)

Web 2.0

user interaction	interactive, user-generated content
Content creation	User generated content (blogs, social media)
Technology	AJAX, JavaScript framework, APIs
Access	Desktop and mobile browsers
Security	Improved security with HTTPS, user data protection
Examples	Social media platforms (Facebook, Twitter), collaborative tools (Google Docs)

Web 3.0

user interaction	semantic, personalized, decentralized
Content creation	Decentralized, blockchain-based content
Technology	AI, blockchain, decentralized networks
Access	Ubiquitous, integrated with IOT, edge computing
Security	Enhanced security with decentralized protocols, cryptographic methods
Examples	Decentralized apps (dApps), block chain platforms (Ethereum)

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.

• Amazon (Late 1990s)

• eBay (1995)

• Yahoo! (1994)

ARPANET

a network for academic and military use.

In Web 1.0

E-marketing’s present

Web 2.0

Power shift from sellers to buyers

Market fragmentation

Death of distance

Time compression

Knowledge management is key

Interdisciplinary focus.

Intellectual capital rules

E-marketing’s future:

Web 3.0

Hyper-Personalization through Advanced AI and Data Analytics:

Integration of Augmented Reality (AR) and Virtual Reality (VR)

Emphasis on Privacy and Data Security

Applying AI in making marketing