Introduction to Internet Marketing
Chapter 01 of Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence
Erlbaum Associates.
Chapter 01 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing:
Strategy, Implementation and Practice: Financial Times/Prentice Hall.
Ravi Vatrapu vatrapu@cbs.dk
Thursday, 01-July-2010
Kilen 2.75, CBS, Frederiksberg, Denmark
DØK HU2D - Internet Marketing:
Lecture 04
Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/
Facebook Group: http://www.facebook.com/group.php?gid=133258548012
Etherpad: http://ietherpad.com/d5mBZdMDe6
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 Social Networking
 Blogging
 Online Dating
 Online Communities
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 Push vs. Pull
 Information
 Seeking
 Foraging
 Sharing
 Evaluation
 Recommendation
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 Digital Content
 Production
 Distribution
 Consumption
 Gaming
 Media Convergence
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 “The Long-Tail”
 Convenience
 Comparison
 Examples:
 Music
 Books
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Internet: Technology Trends
Figure 1.4
Evolution of web technologies
Source: Adapted from Spivack (2007)
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Li, H., & Leckenby, J. (2007). Examining the Effectiveness of Internet Advertising Formats. In D. Schumann & E. Thorson (Eds.), Internet
Advertising: Theory and Research: Lawrence Erlbaum Associates.
 Vertical Integration of Channel Capacities
 Communication
 Transaction
 Distribution
 Horizontal Integration of Marketing Communications
 Advertising
 Public Relations
 Sales Promotion
 Direct Marketing
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The definition of marketing by the Chartered Institute of Marketing
( http://www.cim.co.uk/ ) is:
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.
Internet Marketing consists of:
Applying…
Digital technologies which form online channels (Web, e-mail, databases, mobile, iDTV) to…
Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through…
Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs
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Figure 1.8
A generic Internet marketing strategy development process
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Figure 1.9 Six categories of e-communications tools or media channels (Chaffey and Smith, 2008)
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How Different Groups Spend Their Day in the US
(in-class demo)
Interactive Graphic: http://www.nytimes.com/interactive/2009/07/31/business/20080801-metricsgraphic.html
Article: http://www.nytimes.com/2009/08/02/business/02metrics.html?pagewanted=print
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Internet: Reports
(in-class exercise)
 World Economic Forum
 Global Competitiveness Report
 Global Information Technology Report
 Statistics Denmark
 Service sector
 PEW Internet & American Life Project
 Trend Data
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