Marketing and Internet
Chapter 1:
Convergence
Learning Objectives (PPT 1-2, 1-3)
What is E-Marketing?
E-Marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.
How Does E-Marketing Relate to E-Business?
E-business is the continuous optimization of a firm’s business activities through digital technology (allows the storage and transmission of data in digital formats.) E-business involves attracting and retaining the right customers and business partners. E-commerce is the subset of e-business focused on transactions. E-marketing is only one part of an organization’s e-business activities.
What is the Internet?
The Internet is a global network of interconnected networks. Three important types of networks form part of the Internet: Intranet, Extranet, and Web.
E-Marketing is Bigger Than the Web Many E-Marketing technologies exist that predate the Web. Non-Web Internet communication such as email and newsgroups are effective avenues for marketing.
It is Bigger Than Technology Easy, inexpensive, and quick access to digital information transforms individuals, businesses, economies, and societies.
E-Marketing Past, Present, and Future
In early years, new start-ups and well-established businesses created a Web presence in hopes of attracting huge sales and market share, but very few were successful. Between 2000 and 2002 over 500 Internet firms shut down in the United States alone. Despite this early failure, traditional brick-and-mortar retailers noted that Internet technologies had fundamentally changed the structure of theirs and several other industries. In the on-line world, marketers want to know which specific technologies will result in top line sales and bottom line profitability.
The “E” Drops From E-Marketing The Gartner Group predicts that very
Convergence
Learning Objectives (PPT 1-2, 1-3)
What is E-Marketing?
E-Marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.
How Does E-Marketing Relate to E-Business?
E-business is the continuous optimization of a firm’s business activities through digital technology (allows the storage and transmission of data in digital formats.) E-business involves attracting and retaining the right customers and business partners. E-commerce is the subset of e-business focused on transactions. E-marketing is only one part of an organization’s e-business activities.
What is the Internet?
The Internet is a global network of interconnected networks. Three important types of networks form part of the Internet: Intranet, Extranet, and Web.
E-Marketing is Bigger Than the Web Many E-Marketing technologies exist that predate the Web. Non-Web Internet communication such as email and newsgroups are effective avenues for marketing.
It is Bigger Than Technology Easy, inexpensive, and quick access to digital information transforms individuals, businesses, economies, and societies.
E-Marketing Past, Present, and Future
In early years, new start-ups and well-established businesses created a Web presence in hopes of attracting huge sales and market share, but very few were successful. Between 2000 and 2002 over 500 Internet firms shut down in the United States alone. Despite this early failure, traditional brick-and-mortar retailers noted that Internet technologies had fundamentally changed the structure of theirs and several other industries. In the on-line world, marketers want to know which specific technologies will result in top line sales and bottom line profitability.
The “E” Drops From E-Marketing The Gartner Group predicts that very