1.
Introduction to E-marketing

2.
Chapter 1
Introduction to E-marketing

3.
Learning Objectives

4.
Emarketing
• Three forms of e-marketing
– Marketing over IP
– Interactive marketing
– Mobile marketing

5.
Marketing over IP
• Any marketing activity depending on
connection to the internet
– Websites
– Twitter, Facebook
– Youtube videos
– E-mail
– Virtual worlds
– Movie trailers on Xbox Live

6.
Interactive marketing
• Marketing through Interactive systems
which are
– Not internet connected
– Not mobile connected
• Kiosks, preloaded media, USB drives,
demo CDs, Digital Televisions

7.
Mobile Marketing
• Marketing using the distinctive mobile
phone communication tools such as
– Bluetooth
– MMS
– SMS
– Geolocation
– GPRS/3G
• Featured in Chapter 13 (Week #)

8.
Marketing versus e-marketing
• Hypermediated
communication
– Can the customer
communicate with the
company?
– Can the company
communicate with the
customer?
– Can the communication be
act on by others?
– Does it need technology for
communication to take
place?

9.
E-commerce
• It’s not e-marketing
– Broader domain of electronic mediated
business activity
• Bank networks for ATMs/EFTPOS
• RFID tags for warehouse inventory
• Automated inventory control
– The internet, commerce and technology are
more versatile than just e-marketing
applications

10.
The Internet
A component parts view

11.
The Internet
• Four component parts
– Infrastructure
– Exchange
– Interaction
– Environment
http://xkcd.com/195/

12.
Components of the Internet
• Infrastructure
– The physical elements
of the internet
• Servers
• Cable
• Wireless routers
• Physical objects
• Exchange
– Software protocols
• HTTP
• TCP/IP
• FTP
• torrent:
• VOIP
• SMTP

13.
Components of the Internet
• Interaction
– Human to Human
• Virtual presence
• Interpersonal
communication
• Shared goods of value
• Most of Chapter 9
• Environment
– Humanising the
unfamiliar
– Virtual geography
– Virtual economy
– Places, spaces and
metaphors

14.
Network of Networks
(infrastructure and exchange)
• Network neutrality
– Equal right of transfer for all network traffic
from any origin
• Chapter 15
• Blockage as damage
– Information wants to be free to move

15.
Virtual Geography
• Subdividing the
internet into
conceptual slices
– Cyberspace
– Marketspace /
marketplace
– Virtual Geographic
Boundaries
– Virtual Worlds

16.
Cyberspace
Cyberspace. A consensual hallucination
experienced daily by billions of legitimate
operators, in every nation, by children being
taught mathematical concepts ...
A graphical representation of data abstracted
from the banks of every computer in the human
system. Unthinkable complexity. Lines of light
ranged in the non-space of the mind, clusters
and constellations of data.
Like city lights, receding...

17.
Marketspace
• Marketspace
– Parallel digitial world to the physical world of
the marketspace
– Exchange of knowledge and information
which overlays physical world events
• Checking in at foursquare
• Cash withdrawal at the ATM
• Travelcard at the train station

18.
Virtual Geography
(infrastructure + environment)
• The ways and means
of accessing sections
of the internet
– FTP file servers
– Web servers
– MMO Game servers
• Major influence on
– distribution strategies
– Consumer behaviour
– Cybercommunity
– Market segmentation
– Off web

19.
Figure 1.3: XKCD Map of the
Internet 1.0

20.
Internet Geography.

21.
Virtual Worlds
• Self contained isolated regions of the
internet
– Text based (MUD, MUSH, MOO)
– 2D/3D (MMO, Warcraft, Halo)
– Second Life
– XboxLive. Sony Home.

22.
Virtual economy
(interaction + environment)
• One part of the bigger environment
– One very replaceable part
• Components
– E-business environment
– E-marketing
– Virtual product

23.
E-business
• Covers the non consumer behaviour
transactions
– Business to Business
• Procurement
– Business to Government
• Open Government Iniative Data
– Government to Citizen
• Online tax returns
– Citizen to Government
• Government 2.0

24.
emarketing
• Three areas
– Marketing metrics from data trails (chapter 10)
– High profile marketing activity (chapter 10)
– Low profile marketing insight leading to
• product development
• User experience

25.
Virtual product
• Introduction to Product Theory (Chapter 6)

26.
Virtual Product
• Virtual goods
– Files, downloads, software, apps, virtual world assets
• Services
– Search, chat, e-mail, calendars
• Experiences
– Conversations, interpersonal interaction
• Content
– Ideas, knowledge, thought

27.
Virtual Presence
(exchange + interaction)
• Telepresence
– Sense of being physically present elsewhere whilst
using a virtual environment
• Flow state
– A focused state of mind on the tasks and interaction
involved in the virtual presence which creates a
seamless experience without attention to the passage
of time.
• Cybercommunity (Chapter 9)

28.
History of the Internet

29.
In the beginning…
• The Pre-Commerce Phase
– 1950s to the 1990s
– 40 years without commercialization
• The Commerce Phase
– 1990s to now
• Post Commerce Phase
– Still possible in the future

30.
Landmarks
• World Wide Web
– V1.0: 1993
– V2.0: 2004
– V3.0: Coming soon
• The Internet provides…
– Network access (1950s to 1990s)
– Desktop Functionality (1990s to 2010)
– Cloud computing (2010 - )

31.
Economic Milestones
• The DotCom Boom (v1.0)
– “The Rules Do Not Apply”
• The DotCom Bust (v1.0)
– “Apparently the Rules did Apply”
• DotCom Boom 2.0
– Web2.0, seed funding and venture capital
• Global Financial Crisis
– The fundamentals apparently weren’t all right.

32.
The Parameters of the Book
“At the time of writing”

33.
Liberty City, Population: You
– Liberty 1: You, yours and ours
– Liberty 2: You know something about your
computer
– Liberty 3: You’re up for a bit of innovation

34.
Authorial Assumptions
– Assumption 1: You’re going to read
something marked “READ ME FIRST”
– Assumption 2: Safety first e-marketing.
– Assumption 2: Things will go wrong.
– Assumption 3: Mistakes will be made
– Assumption 4: You’ll be willing to pay what
something is worth

35.
Conclusion