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E-Marketing New.pptx - E-MARKETING “Start testing and stop...

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E-MARKETING- JV“Start testing and stop arguing”- Jon Correll
Internet Timeline1969- Arpanet commissioned by the U.S. Department ofDefense for academic and military use.1975- First mailing list created to use the new computernetwork.1979- Usenet established to host discussions.1984- No. of connected computer host reaches 1000.1987- No. of connected computer host reaches 10000.1988- First computer virus, affects 10% of the 60000 hosts.
Global Internet UsersThe Internet started in the year 1969 as the ARPANET, a network for academic andmilitary use.
Web 1.0(Past)First iteration of the web“read only” webThe early web allowed us to search forinformation and read it. There was verylittle in the way of user interaction orcontent generation.Shopping cart applications, which mostecommerce sites use in some form, fallunder the category of web 1.0. The overallgoal is to present products to potentialcustomers — much as a catalogue or abrochure does — to anyone in the world.Example:0/
Web 2.0(Present)“read-write” webIt’s the ability to contribute contentand interact with other web users.simply requires that users caninteract or contribute content.Example: MySpace, YouTube
Web 3.0(Future)Data could be put in a form not onlyaccessible to humans via naturallanguage, but able to be understoodand interpreted by softwareapplications as well.Applications that can speak to eachother directly and interpretinformation for humans.Example:The next available appointment for adoctor.Details about an upcoming concert.Menu at the local restaurant.Represents the next huge advance:providing worldwide access to dataon demand without effort.
Consumers Have More ControlThe internet provides a communication platform for individual comments,both positive and negative. Comments can spread quickly and rapidly.Power shift from sellers to buyers (companies to individuals).Consumers trust each other more than companies.
Strategic PlanningA managerial process to develop and maintain a viable fit between theorganization and its changing market opportunities.Two key elements of strategic planning are:1.The preparation of SWOT analysis2.The establishment of strategic objectivesProcess identifies firm’s goals(Strategic Objectives) for:Growth:How much can the firm reasonably expect to grow in terms ofrevenue, and how fast?Competitive position:How should the firm position itself against otherfirms in the industryGeographic scope:Where should the firm serve its customers in thecontinuum of local to multinational?Other objectives, such as industry, products, etc.The e-marketing plan flows from the organization’s overall goals and strategies.
Strategic PlanningThe ESP framework illustrates the relationships among environment,strategy, and performance.

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Term
Spring
Professor
dr bhagat

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