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Session6FA10 - GB704.62Session6Oct14,2010 FoleysDilemma...

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GB704.62 – Session 6 – Oct 14, 2010 Doing Business on the Internet
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Foley’s Dilemma Marketer Consumer “Talking to” (1-way) Role: Create Pre- packaged Messages Goal: Maximize reach, frequency, impact at low CPM Role: Allow interruption Passively view advertising Goal: Get free/low cost media programming Interruption Model of Advertising
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Foley’s Dilemma Marketer Consumer “Talking with” (2-way) Role: Deliver opportunities for digital self-expression, brand co-creation, and social affiliation Goal: Maximize receptivity and engagement Role: Brand co-creation and P2P sharing Goal: Live a socially connected digital life Web 2.0 Model of Advertising Consumer Consumer Consumer
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Benefits Access to GenY &  Millennial consumers Consumer receptivity Consumer engagement Brand authenticity Risks Lack of control Pro-brand and anti- brand co-creation Bad news travels fast Jumping on the  bandwagon late Receptivity Is it a fad? Measurement of  success is difficult
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New Metrics Receptivity  measures Participation  measures Co-creation  measures Sharing  measures
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What does Gartner say? Gartner Hype Cycle for Social Software
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INTRODUCTION E-business occurs when  buyers and sellers interact  electronically. While this area is changing so  rapidly that text-based  materials are usually out of  date before they are used, it is  also a field that is too  important to ignore. These slides therefore  provides a basic  understanding of the ideas  used in discussions on current  Internet business activities.
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What are they? Internet Interconnected network of millions of individual  computers with no central computer. Information Superhighway High-speed, global  communications network – arguably synonymous with the  Internet. Intranet Internet-style information used exclusively within  an organization, inaccessible by outsiders.  Extranet A company’s inter-organizational information  unavailable to users of its intranet or to the wider Internet  community. World Wide Web Popular method for accessing Internet  information, utilizes hypertext to link documents. World Wide Web 2:   cumulative changes in the ways  software developers and end-users use the Web as a  collaborative medium, a place where we could all meet and  read and write. Also called the 'Read/Write Web‘ where  consumers and prosumers develop apps equally.  
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OSI to TCP/IP TCP/IP (Transmission Control Protocol/Internet Protocol) was the  breakthrough technology making interoperability between networks  possible and thus allowing the Internet to work
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