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About the Presentations The presentations cover the objectives found in the opening of each chapter. All chapter objectives are listed in the beginning of each presentation. You may customize the presentations to fit your class needs. Some figures from the chapters are included. A complete set of images from the book can be found on the Instructor Resources disc.
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About the Presentations

Jan 03, 2016

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About the Presentations. The presentations cover the objectives found in the opening of each chapter. All chapter objectives are listed in the beginning of each presentation. You may customize the presentations to fit your class needs. - PowerPoint PPT Presentation
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Page 1: About the Presentations

About the Presentations

• The presentations cover the objectives found in the opening of each chapter.

• All chapter objectives are listed in the beginning of each presentation.

• You may customize the presentations to fit your class needs.

• Some figures from the chapters are included. A complete set of images from the book can be found on the Instructor Resources disc.

Page 2: About the Presentations

Principles of Internet Marketing

Chapter 1An Overview of the Web

Page 3: About the Presentations

Objectives

In this chapter you will learn about:

•The rise of the Web from obscurity to commercial revolution

•The evolution of the Web after the Web bubble burst

•Social networking on the Web and its effect on social relationships and marketing

Principles of Internet Marketing: New Tools and Methods for Web Developers 3

Page 4: About the Presentations

Objectives (continued)

• Important trends and demographic differences in Internet usage

• Predictions for the future of the Web and how these developments might further impact society

Principles of Internet Marketing: New Tools and Methods for Web Developers 4

Page 5: About the Presentations

Principles of Internet Marketing: New Tools and Methods for Web Developers 5

A Brief History of the Web Through 2001

• Commercialization of the Web (1990’s) – Commercialization began when Tim Berners-Lee’s

introduced the ability for links to be made between various pieces of information

– Continued in 1993 with release of HTML– Early browser wars between Netscape and Internet

Explorer put IE in dominant position

Page 6: About the Presentations

Principles of Internet Marketing 6

A Brief History of the Web Through 2001 (continued)

• Commercialization of the Web (1990’s) (continued)– Web growth propelled by increase in computer

ownership, falling tech prices and low interest rates– Only 19,000 sites in mid-1990’s, compared to 176M

in 2008

6Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 7: About the Presentations

Principles of Internet Marketing: New Tools and Methods for Web Developers 7

A Brief History of the Web Through 2001 (continued)

• Importance of venture capitalists – Invested over $10 billion in 1996, mostly to tech

companies

• Massive economic growth – Web investments fueled the stock market to new

peaks in 2000– Tech-related growth helped drive unemployment rate

to 40 year low of 3.8%

• Massive Web growth of the 1990’s known as the “Web bubble”

Page 8: About the Presentations

Principles of Internet Marketing 8

A Brief History of the Web Through 2001 (continued)

Figure 1-1: Graph of NASDAQ exchange between 1994 - 2003

8Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 9: About the Presentations

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A Brief History of the Web Through 2001 (continued)

• The bursting of the bubble – Around 2000, investors became anxious for profits

from Web companies– High profile bankruptcies of eToys and Webvan

caused investors to sell, causing stock market to plummet ending many Web companies

– Other key failures included:• Pets.com

• Kozmo.com (order absolutely anything for free delivery)

• Flooz.com (new, online currency)

Page 10: About the Presentations

Principles of Internet Marketing 10

A Brief History of the Web Through 2001 (continued)

• Key points in Web history, between 1991 - 2001:– 1993: CERN decides to make Web technology and

codes free for all to use– 1995: Amazon.com is launched– 1995: Internet Explorer introduced– 1998: Google launched– 2000: Dow Jones and NASDAQ markets reach their

peak

10Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 11: About the Presentations

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A Brief History of the Web Through 2001 (continued)

• Key points in Web history, between 1991 - 2001 (continued):– 2001: Wikipedia is launched– 2001: eToys and Webvan bankruptcies spark the

end of the Web bubble

Page 12: About the Presentations

Principles of Internet Marketing: New Tools and Methods for Web Developers 12

A Brief History of the Web From 2002 Forward

• Changes in technology helped usher in next generation sites– Faster connection speeds– More powerful computers– Broader color range for monitors

• Better understanding of Web and better communication between designers and programmers led to improved site designs that were more attractive and easier to use

Page 13: About the Presentations

Principles of Internet Marketing 13

A Brief History of the Web From 2002 Forward (continued)

Figure 1-3: McDonald’s Web site, before 2002 and after

13Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 14: About the Presentations

Principles of Internet Marketing 14

A Brief History of the Web From 2002 Forward (continued)

Figure 1-5: NBC’s Web site, before 2002 and after

14Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 15: About the Presentations

Principles of Internet Marketing 15

A Brief History of the Web From 2002 Forward (continued)

Figure 1-7: New York Post’s Web site, before 2002 and after

15Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 16: About the Presentations

Principles of Internet Marketing 16

A Brief History of the Web From 2002 Forward (continued)

Figure 1-9: Brookstone’s Web site, before 2002 and after

16Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 17: About the Presentations

Principles of Internet Marketing 17

A Brief History of the Web From 2002 Forward (continued)

• Web growth despite bubble bursting– Market crashed did not diminish Web’s importance; it

simply weeded out bad ideas– E-commerce grew from $27M in 2000 to $139M in

2008

17Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 18: About the Presentations

Principles of Internet Marketing 18

A Brief History of the Web From 2002 Forward (continued)

Figure 1-10: E-commerce retail sales growth 2000-2008

18Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 19: About the Presentations

Principles of Internet Marketing: New Tools and Methods for Web Developers 19

A Brief History of the Web From 2002 Forward (continued)

• Web transformed into social platform and entertainment outlet (as well as commercial outlet)– YouTube viewership rose while network TV

viewership declined

• Key points in Web history, from 2002 forward:– 2002: Release of Flash Player 6 (the first version to

support video files, setting the stage for the later explosion of online video)

– 2003: Launch of MySpace social network

Page 20: About the Presentations

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A Brief History of the Web From 2002 Forward (continued)

• Key points in Web history, from 2002 forward (continued):– 2004: Amazon.com proves Web-based companies

can generate positive income with first annual profit– 2004: Launch of Facebook social network– 2005: Launch of YouTube video sharing site– 2005: More new users (17M) go online in 2005 than

in all of the 1990’s

20Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 21: About the Presentations

Principles of Internet Marketing: New Tools and Methods for Web Developers 21

Social Networking on the Web: Its Impact on Relationships and

Marketing• Social networks aren’t exclusive to Web

– Social networks exist in physical world– Defined as a structure of nodes (people and /or

organizations) tied together by one or more specific types of interdependency such as values, friends, ideas, etc.

– Social networks operate among nations, families, friends, and play a role in problem solving and achieving goals

Page 22: About the Presentations

Principles of Internet Marketing 22

Social Networking on the Web: Its Impact on Relationships and

Marketing (continued)

Figure 1-12: Graphical representation of a social network

22Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 23: About the Presentations

Principles of Internet Marketing 23

Trends and Demographic Breakdowns

• Understanding trends and demographics help marketers reach their target audiences

• Overall Internet usage ballooned from 14% of population in 1995 to 70% in 2007

23Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 24: About the Presentations

Principles of Internet Marketing 24

Trends and Demographic Breakdowns (continued)

Figure 1-13: Growth rates of Internet usage 1995 - 2007

24Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 25: About the Presentations

Principles of Internet Marketing 25

Trends and Demographic Breakdowns (continued)

• Various demographic breakdowns use Web differently:– Men log on more often than women and spend more

time online– Younger users more likely to create blogs, watch

videos

25Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 26: About the Presentations

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Trends and Demographic Breakdowns (continued)

• Marketers have significantly increased their use of the Web to reach audiences– Over 71% of companies planning new Web sites– 50% planning to take advantage of online consumer

feedback– 25% plan to create their own marketing-related blog

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Trends and Demographic Breakdowns (continued)

Figure 1-14: How marketers are adopting various Web tools27Principles of Internet Marketing: New Tools and Methods for Web Developers

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Where Do We Go From Here?

• Many experts see increased global use of Web helping turn English into a global language

• Web users may increasingly fragment their personalities, creating separate but equal online personas due to ability to remain anonymous.

• Entertainment will continue to shift from off-line outlets to online outlets

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Where Do We Go From Here? (continued)

• Increased standardization of online advertising will improve Web landscape for marketers – Banner ad size– Video length – File size – Cost calculations

29Principles of Internet Marketing: New Tools and Methods for Web Developers

Page 30: About the Presentations

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Summary

• Since 1991 introduction of links, Web growth has been on a fast track

• 1990’s saw the introduction of Web commercialization, fueled by cheaper tech prices, low interest rates, and increased computer purchases

• Potential profits attracted venture capitalists, who poured money into new Web companies, driving up the stock market, which later burst after key Web failures

Page 31: About the Presentations

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Summary (continued)

• After Web bubble burst, Web evolved into a more serious marketing tool, thanks to smarter investments, better design, and improved technology

• More people logged on as the Web further became a place for entertainment and socializing

• Marketers increasingly looked to the Web for opportunities to reach their audiences

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Summary (continued)

• Various demographic groups use the Web differently, which helps marketers more easily find the people they want to reach

• In the future, many experts believe that the global use of the Web will effect language, and that the anonymity afforded social networking could effect offline relationships– Online advertising will become standardized,

improving the Web for marketers