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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 14 The Future -- Wireless and Convergence. Wireless and Converged Devices Are Undergoing the Process Of Adoption and Diffusion. More Rapidly in Europe, Asia and Pacific Rim. Less Rapidly in the United States

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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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  1. INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 14 The Future -- Wireless and Convergence

  2. Wireless and Converged Devices Are Undergoing the Process Of Adoption and Diffusion. More Rapidly in Europe, Asia and Pacific Rim Less Rapidly in the United States But US Accelerating

  3. CONVERGED MULTIMEDIA http://www.livescribe.com/ http://adage.com/brightcove/lineup.php?lineup=1266084202

  4. CONSUMER ADOPTION PROCESS

  5. DIFFUSION OF INNOVATIONS

  6. PRODUCT FACTORS THAT AFFECT DIFFUSION OF INNOVATIONS • Relative Advantage • Compatibility • Complexity • Divisibility • Communicability

  7. GLOBAL INNOVATION • Pace of Innovation Accelerating Across Product Types and National Boundaries • Requires Collaboration Across Scientific and Technical Disciplines • Concept of Intellectual Property Needs to Evolve From Hoarded Possession to Shared Asset

  8. THE PACE OF INNOVATIONIS INCREASING

  9. O’REILLY–INNOVATION=OPEN SOURCE • Open Source Software • Open Platforms • Open Mobile Devices, Content Services • http://arstechnica.com/news.ars/post/20080725-tim-oreilly-internet-innovation-requires-an-open-web.html Including Apps

  10. INNOVATIVE TECHNOLOGIES • Pervasive Computing • Ubiquitous Computing • Wireless Internet • Wireless Advertising, Mobile Marketing • Digital Convergence • Devices, Media

  11. MEDIA CONVERGENCE IS HUGE http://adage.com/brightcove/lineup.php?lineup=1266084202

  12. The Wireless Web

  13. What is Meant By Pervasive/Ubiquitous Computing? What Are The Implications Of A Pervasive Computing Environment?

  14. CHARACTERISTICS OFPERVASIVE COMPUTING • In All Areas of Daily Life • Variety of Wired and Wireless Devices • Chips Embedded in Everyday Articles • Access to the Network Any Time, From Any Place • Devices Communicate With One Another (M2M)

  15. SPEEDPASSRFID-BASED PAYMENT SYSTEM

  16. “HELLO, IT’S YOUR PARKING METER CALLING”

  17. SMART BUILDINGS http://www.dukenews.duke.edu/2007/11/smarthome.html

  18. 6a’s OF PERVASIVE COMPUTING • Authorized • Access • Anyone • Any Time • Anywhere • Any Internet-Enabled Device

  19. LOCATION-BASED http://www.youtube.com/watch?v=Q-Oq-9enE-k http://www.nytimes.com/2009/12/07/technology/internet/07cities.html?_r=1&ref=technology

  20. MULTIMEDIA

  21. SUPERBOWL MOBILE TIE-INS (2009) Each week throughout the NFL’s 17-week regular season, any Sprint customer who uses NFL Mobile Live will be automatically entered for a chance to win two tickets to the NFL’s biggest game. http://www.mobilemarketer.com/cms/news/messaging/1618.html

  22. 2010—MORE SOCIAL NETS?

  23. AD AGE ADVICE • Capitalize on Pregame Buzz • Build in Viral • Buy Smart Search Terms • Real-Time (Twitter, etc.) • Good Call to Action • EXECUTE! http://adage.com/digital/article?article_id=140896

  24. EVOLUTIONARY STAGES OF WIRELESS • 1G • Analog Devices • 2G • Digital; Voice/Data; 14.4 kbps • 2.5G • Enhancement of E-Mail & Internet Access • 3G • Speed Eventually Equivalent to Broadband

  25. REASONS FOR DIFFERENCES • Early/Satisfactory Adoption Of Wired Internet • Lack Of Land-Line Infrastructure • Compact, High Population Coverage • Cultural Orientation Toward Electronics • Greater Standardization Of Wireless • Political Barriers To Wireless Licenses

  26. WIRELESS STANDARDS • CDMA(Code Division Multiple Access) • TDMA (Time Division Multiple Access) • GSM (Global Standard for Mobil Communications) • Europe • i-Mode • Japan • Wi-Fi (802.xx) US

  27. NIELSEN MOBILEhttp://www.nielsenmobile.com/index.html 258.9 wireless lines in US 57% remember seeing ads

  28. UK MOBILE INTERNET GROWTH 8X GREATER THAN PC-BASED INTERNET GROWTH http://www.nielsenmobile.com/html/press%20releases/MobileInternetGrowth.html

  29. 2.9 M RECEIVED OBAMA VP TEXT MESSAGE

  30. DISPLAY ADVERTISING NOT PRIMARY http://www.marketingcharts.com/direct/mobile-advertising-spending-to-surpass-65-billion-in-2012-4097/

  31. TESCO MOBILE http://www.tesco.com/mobilenetwork/

  32. SMARTPHONES CHANGE MOBILE USE

  33. SNAPPLE’s CELL PHONE PROMOTION Figure 14-5

  34. WIRELESS GOING MAINSTREAM • Podcasts are Attracting Sponsors • More Recently • Blogs are Attracting Advertising

  35. TRANSACTIONS IN AUSTRALIA Figure 14-7

  36. BARRIERS TO MOBILE USE

  37. STRATEGIC DRIVERS OF WIRELESS • Context • Localization, Personalization • Time Sensitivity • High Value • Voice Activation • One-Click Payment • Security • Privacy • Expanded Permission Marketing NOT ADVERTISING

  38. BUT. . .ADVERTISING INCREASING http://blog.admob.com/2009/11/17/new-interactive-video-ad-units-for-iphone/

  39. INDUSTRY SELF REGULATION • Choice • Control • Customization • Consideration • Constraints • Confidentiality Code of Conduct http://www.mmaglobal.co.uk/documents/mma_code_of_conduct_nov_05.pdf

  40. Digital Convergence – Devices and Media

  41. What Do We Mean By Digital Convergence?

  42. A DEFINITION “the Power of Digital Media To Combine Voice, Video, Data, Text and Money In New Applications, Devices and Networks” Syracuse University Convergence Center

  43. Individual Cell Phones GPS, E911, Camera, Bluetooth PDA + Tablet PCs Game Players Touch Screen Household Wireless Added To Appliances TVs Many Other Devices Connected to Internet CONVERGED DEVICES

  44. CONVERGED MEDIA • Television Programming, Movies on PCs • Video Available on All Wireless Devices • Streaming Provides Access • Satellite Radio Offers Choice, Access • Broadcast and Print Media Go Electronic The List Will Continue To Grow

  45. DEVICES, MEDIA OPEN PLATFORMS http://blogs.howstuffworks.com/2009/10/19/the-new-andriod-enough-to-take-on-the-iphone/ http://www.youtube.com/watch?v=opZ69P-0Jbc&feature=player_embedded

  46. The Common Theme is The Network, Not the Device.

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