CURRENT TOPICS IN INTERNET MARKETING

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

1

CURRENT TOPICS IN INTERNET
MARKETING


Additional web site
features


Special search
options in Google


Current
developments in
Internet Marketing

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

2

Additional Web Site Content
Possibilities


Flash and other animation


Video streaming


“Podcasts” for downloading


Newsfeeds

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

3

Online Photos


Tradeoff

resolution vs. file size


Possible solutions


Separate page versions for broadband and
dial
-
up


Optimization based on likely connection held
by target segment


Thumbnails leading to higher resolution
photos


FrontPage will automatically reduce
resolution of photos inserted into a page

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

4

Specialized search features in
Google


Search for phrases

put search string in
quotes


Exclude words

use minus sign

e.g.,

marketing


sports

will get listings for marketing where the
words “sports” does not occur


Use plus sign to require that a common
word be included

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

5

More Google Options


Putting emphasis on a term


Order:
international marketing

vs.

marketing International


Repetition

e.g.,


international international
marketing


Domain restriction

e.g.,


marketing site:.edu


marketing site:microsoft.com


Document type restriction

e.g
.,



pricing type:pdf




MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

6

Specialized Google Search
Engines and Features


Maps


Google Scholar


Google Local


Froogle


Google News


News alerts


MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

7

Blogs


Increasingly used for


Political reporting/expression


Other personal expression


Technical/subject communications


Associated mailing lists


Power of links


MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

8

Entertainment Content Available
Online


Delivery


For online viewing


For download to iPods
or similar devices


Payment


Flat rate subscription


Per episode download


Free


Advertising sponsored


Non
-
sponsored


Technology


Guards against
“Tivoing” through
commercials

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

9

Spam: Current Tricks


Avoiding detection software


Sending of text as graphics


Random misspelling of words


Hiding true sender address


Commercial spam vs. virus e
-
mails

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

10

Mobile Internet Access


Access methods


Cell phones


Computers connected
to cell phones


“Hot spots”


Ethernet connections
at hotels


Issues


Speed


Security


Completeness of
content


Reach


Synchronization


Files


E
-
mail


Calendar


Contacts


MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

11

Search Engines


Microsoft is offering new search engine

currently in “beta” version

to compete
with Google

more pages promised


Possible new algorithms


Neural networks


Natural language interpretation


Bayesian updating based on


Searcher


Other searchers


MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

12

Market Research


Analyzing text


Blogs


User groups/forums


Consumption situations through photos
online


Google Image, Alta Vista Image,
Webshots.com

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

13

Online Education and Seminars


Bandwidth requirements


“Synchronous” vs. “asynchronous”

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

14

Internet Access Provider Proposed
Charges to Senders


Some ISPs have proposed charges to
originators of


E
-
mail that would bypass anti
-
spam checks


Bandwidth intensive materials

e.g.,


Streaming/graphics


Teleconferencing


Movies


Songs

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

15

Digital Compression


To original files to facilitate download


With preservation of all non
-
redundant
information


With loss of resolution


Downloading/transmission methods

downloading existing content

MKTG 476
CURRENT DEVELOPMENTS

Lars Perner, Instructor

16

Issues For Specific Sites


eBay


Feedback system


Payment system


Classmates.com


Reach


Initial sign
-
up vs.
maintenance


Personals Sites


Maturation of service;
progression in Product
Life Cycle


Liability issues


Opportunities


Special populations

e.g., ethnic, religious
groups

ability to
screen on specific
criteria