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					   Lecturer: Wen-Shan Lin
E-mail: wslin@mail.ncyu.edu.tw
                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:


  The Digital Revolution
  Networking
  Individualization

				
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posted:10/28/2011
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