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Marketing & Technology

Marketing & Technology. Topic introduction Overview and history Course approach. Why is the Internet important?. Fast growth in influence Accessed by marketers Expected by consumers Rapid and wide diffusion In domains In hosts Lots of money involved Spending money to make money

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Marketing & Technology

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  1. Marketing & Technology Topic introduction Overview and history Course approach

  2. Why is the Internet important? • Fast growth in influence • Accessed by marketers • Expected by consumers • Rapid and wide diffusion • In domains • In hosts • Lots of money involved • Spending money to make money • Spending money on goods and services

  3. A brief history • Marketing and technology are linked • The Industrial Revolution • Mass communications • Radio • Television • The Information Revolution • A digital economy • Rise of interactive media

  4. Just another technology • Internet is the most recent technology • A timeline • Effects of technology on marketing action • Affects types of products • Affects types of communications

  5. A Timeline of Marketing and Technology Marketing Events Technology Developments First full-service Internet bank 1999 1998 .com hosts outnumber others 1995 Online dial-up services provide Internet access First online shopping mall 1994 1992 Number of hosts exceeds 1,000,000 1991 CERN releases WWW 1989 Number of hosts exceeds 100,000 1987 Number of hosts exceeds 10,000 Number of Internet hosts exceeds 1000 Domain Name System introduced 1984 1975 First Internet mailing list Early digital computing technologies 1960 Widespread color TV capability First television ad: Bulova Watch 1941 1939 First all-electronic TV: RCA One-third of radio shows have commercial sponsors 1935 1926 First radio network: RCA 1921 First radio station Majority of production moves to factories 1890 Industrial Revolution under way (mechanization and mass production) 1880 c. 1450 Printing press invented First commercial interest in Internet

  6. History in perspective... • Rates of diffusion: Time to reach 50 million U.S. homes (Morgan Stanley Tech. Res.)

  7. What is the Internet? • A means of communication • From one-to-many • To all sorts of forms… • Technological characteristics • History • Purpose • Growth

  8. How many hosts?

  9. Tracking Internet growth

  10. Commercial implications of Internet growth

  11. More implications

  12. Implications in action

  13. The Net and e-commerce • E-commerce definition • ...activities undertaken by organizations to enable and facilitate the buying and selling of stuff with paperless, information systems technologies.. • Broader than just buying and selling online • Encompasses marketing activities • Includes different types of transactions • Revenue generating • Revenue supporting

  14. The Net and marketing • A marketing review • Marketing definition • “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.” • Marketing activities • Strategic planning • Marketing management • Internet opportunities • Environmental scanning • Marketing research • Mix implications

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