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Internet Marketing
Inter Net Marketing Course Out Line
Course Modules
1. How to Analyze an Online Business
2. Setting Up An Online Business
3. Retail Businesses
4. Selling Direct: Cutting out the Middle Man (Disintermediation)
5. Analyzing the Impact of the Internet on an Industry: Information Businesses and Information Goods
6. Online Marketplaces – Making Money from being the Middle Man (Person?)
7. Internet Services Businesses – selling pans to gold miners
8. Online Marketing
9. How the Internet has Changed how Businesses Work
Course Objectives
The objectives of this course are to:
Give you a sound understanding of the impact the Internet has had on business
Provide you with a solid microeconomic foundation and a set of business analytical skills which you can apply to analyze internet-related businesses
Why they succeed or fail
How an internet-related business can improve its chances of success
Give you a level of understanding of internet technology and terminology sufficient to understand the business implications of the technology
Prepare you for the internet-enabled workplace
Provide hands-on experience with internet tools
Provide experience at working on a collaborative research project using internet tools
Provide experience at analyzing real internet businesses
Market and competitor research
Financial performance
Course Learning Outcomes
At the end of this course you should be able to:
Explain why real internet-related businesses succeed or fail
Describe the business model of an internet business – costs, revenues, risks
Apply key concepts to analyze real businesses: profitability, fixed and variable costs, business model, competitive advantage, competitive strategy, marketing strategy and so on
Understand key economic factors that determine success or failure, such as economies of scale, shipping costs, customer acquisition costs
Understand and interpret basic financial reports
Provide practical suggestions to a traditional business about how to use the internet
Internet marketing
Collaboration
Outsourcing
Explain the impact of the internet on various industries
o Competitive environment
o Business models
• Understand the business implications of internet technology
• Understand how to go about setting up a business web site
• Understand how entrepreneurial ventures are initiated and financed and how they grow
o Sources of finance
o Exit strategies – IPOs, trade sales
• Understand the impact of likely future developments in internet business
• Understand how the internet affects the way people work
• Demonstrate the ability to use wikis, blogs, internet survey software and basic web site development tools
• Demonstrate the ability to work collaboratively using internet tools
Our Approach – Focus on Business, not the Internet
Business is about making a profit. You need to think about the internet and business in terms of the internet’s impact on the profitability of a business.
________________________________________
How to Analyze an Online Business:
Key Concepts
• We’ll use a framework for analyzing a business throughout this course
• We’ll start by looking at a simple business: DUB Pies, a small Brooklyn bakery that sells pies online. Analyzing this business will illustrate the following important points:
o You can’t understand a business until you understand how it makes a profit
o Profit is revenue minus costs
o Business financial performance is measured in financial reports
o Revenue is the product of the price you get and the quantity you sell: revenue=price* quantity
o Cost include fixed and variable costs
o The internet can increase revenue from online sales for an existing business, but selling online also involves some extra costs
The most important costs include shipping and handling, customer acquisition and transaction costs
Customer acquisition cost is the cost of getting a customer
Customer acquisition cost depends on the cost of advertising and the conversion rate
Online advertising costs are frequently based on cost per impression or cost per click
o Online businesses succeed through economies of scale
Cost per unit decreases as quantity produced increases
Examples: classroom size and online learning; take-out food
Critical feature of internet business is high fixed costs and low variable costs
o To be successful a business needs a good business model. A business model answers two questions:
Who will buy and why?
People buy because of the value they get — that’s the concept of a value proposition
Why will the business be profitable?
o You figure out when an internet business is viable by looking at the extra revenue and extra cost incurred – see DUB Pies example and homework
o All businesses – including online businesses – need a marketing strategy and a business strategy
A marketing strategy is a plan to acquire and retain profitable customers
A business strategy is a plan to beat your competition
o You need to be able to calculate profitability using operating margin
Learn how to read the Statement of Operations (a.k.a Profit and Loss or P&L statement) for a public company
• Internet businesses need a web site
o You need to understand the basic elements of a web site:
HTML and CSS
Site content
Transactions
Learning Outcomes
• Understand and be able to apply all the hyperlinked Key Concepts above
• Understand how to analyze a firm’s economics i.e. the factors that affect its profitability
• Be able to interpret basic financial reports
• Understand the two key concept of business strategy and marketing strategy
o How to define them
o How to determine a firm’s business strategy and marketing strategy
o Be able to evaluate whether they are appropriate for the business
• Understand the basic elements of a web page
• Understand how small retail businesses can use services such as Yahoo! Stores to simplify running an online retail store
• Be able to make simple wiki edits
Assessment
See Model
________________________________________
Setting Up An Online Business:
Key Concepts
• Setting up an online business is like setting up any other business
• People are often fooled into thinking that an internet business is an easy way to make money
• But the problem is that anyone can do it!
o The internet lowers the cost of starting some businesses (economists call this the cost of entry)
o But the lower entry cost increases the amount of competition!
• The basics of starting a business still apply
• You need to be able to articulate a business plan:
o Your elevator pitch
o What is your business model?:
Why will people buy from you?
Your value proposition
Why will you make a profit?
o You need a strategy for dealing with competitors: a business strategy
o You need a strategy for getting and keeping customers: a marketing strategy
Particularly the customer acquisition cost
o You need to understand the economics of the business
Revenue
Costs: fixed and variable
Profit
o You need to be able to work out your financing needs
o You need to explain how your business will operate
How it will produce and distribute the product or service
o Internet businesses need a web site
You need to understand the basic elements of a web site:
HTML and CSS
Site content
Transactions
o How to set up a business web site
Turnkey solutions
Custom designs
Learning Outcomes
• Be able to explain why a business needs a business plan
• Be able to explain the elements of a business plan, and why each element is important
• Be able to understand the technical components of setting up an online business
o Web site design
o Integration with other applications
o Hosting
o Different methods for developing a functioning web site
Turnkey solutions]
Custom designs
Assessment
• See Group Project on Model
________________________________________
Retail Businesses:
Key Concepts
• Why are the internet and the web of any interest to business? Communication!
o
The web and the internet are interesting to businesses because all business requires a transaction, and a transaction requires communication. A new way to communicate with customers presents new business opportunities
o You should understand the difference between the internet and the web: the internet is a way for computers to communicate with each other, and the web is a set of hyperlinked documents
• What is the purpose of a retail store?
o An internet retailer needs to be able to do most of the things a brick-and-mortar retailer can do
Internet retailers can do some things better: help people search with customer recommendations, find low prices
But internet retailers are not as good at other things: delivery time, returns, providing an entertaining shopping experience
o Retailing on the internet — online retailing — forces you to think about everything a retail store provides — order fulfillment, entertainment, help with search, reputation, returns… — and to figure out how you’re going to do these things
o An internet business needs a web site
You need to understand the basics of web site design
Small businesses use hosting services to sell via the internet
These hosting service provide “turnkey” solutions for creating a web site, payments processing, creating price lists and managing inventory
Yahoo! Stores is an example of a turnkey solution for online retailing
• Amazon.com is a successful “pure-play” online retailer i.e. it only sells online (unlike Barnes and Noble or Wal-Mart): see Amazon.com slides
o Amazon.com is a publicly traded company, which means it is easy to find information on Amazon’s financial performance
You need to be able to compute a business’s profitability. See how to find information about a public company
This spreadsheet gives an example of how to calculate Amazon.com’s profitability
o Amazon’s business model
Amazon’s value proposition: people will buy because of lower prices, convenience, help with search (via customer recommendations too), excellent customer service, free shipping and reputation
Amazon is profitable (after many years of losses) because of economies of scale — the large upfront investment deters new competitors (that’s called a “barrier to entry”) — and repeat customers (which spreads the customer acquisition costs over many purchases)
Economies of scale are critical to Amazon’s success: the more products it sells, the lower its cost per product
o Amazon operated for many years at a loss – see Amazon.com slides
Those losses had to be financed by investors: initially venture capitalists but later by the public via an initial public offering of shares (IPO)
Startup companies are typically financed by “angel investors” — private individuals willing to lend or invest — or “venture capitalists” – firms that take the risk of investing in a new business in return for a percentage ownership
The investors had to be patient
Amazon warned that they were likely to run at a loss for years in the Prospectus they sent to people thinking of buying their shares!
o Amazon’s business strategy was “get big fast”, so that they could achieve economies of scale and deter competitors
o Amazon’s marketing strategy (see the 4Ps):
Product: small, high value per lb, widest range, low risk (customers confident that Amazon’s books as good as anyone else’s)
Price: lowest prices
Promotion: invested heavily in the brand, but also used word of mouth and public relations (media); spent less than other online retailers
Place: go global as fast as possible
• Online retailing was one of the first business models on the internet, but many businesses failed
o Pets.com failed because of high shipping costs
o CDNow failed because it could not recoup its customer acquisition costs
o There were many spectacular dotcom failures
• The internet makes it possible to sell to every online person in the world
• That sounds like an easy way to make money, but there’s a catch – everyone else can sell to those people too!
• The internet affects competition
o Bricks-and-mortar businesses face competition from online businesses
o Competitors have increased their reach e.g. California-based businesses can compete in New York, British newspapers can compete in the US, India-based accounting businesses can now compete with U.S.-based businesses
• This increased price competition can reduce profitability (margins)
o See Blue Nile case study
• The internet affects prices too — primarily by increasing competition
o There are many price comparison sites, making it easy to compare prices
o But we still have price dispersion – different prices for the same products. Why?
Some people are unwilling to search
Quality and reputation are important factors in buying online
• Internet retailing makes sense for products with 1) High value to weight ratio (value per lb), which makes shipping viable, and 2) Low customer risk
• Another advantage of selling online is the ability to sell a wide variety due to “infinite shelf space”. Online stores typically make a higher proportion of their revenue from low-volume items than bricks-and-mortar stores, a phenomenon known as the long tail effect
• Online retail seems to be “taking over the world”, but accounts for only about four to six percent of all retail spending in the U.S. (depending on how you measure retail spending)
o The largest segments are apparel, computers. and auto and auto parts
• As customers get more used to shopping on line they will become less concerned about the risk and we should see more and more products for sale online
• “Bricks and mortar” retailers who also sell online face the problem of “cannibalizing” their own sales — their online sales can subtract sales from their bricks and mortar stores
Learning Outcomes
• Understand why Amazon.com is successful while CDNow.com and Pets.com were not
• Understand why Amazon.com has been more successful that Barnes and Noble online (bn.com)
• Be able to evaluate retail business’ suitability for online sales
• Understand how entrepreneurial ventures are initiated and financed and how they grow
Assessment
See Model
________________________________________
Selling Direct: Cutting out the Middle Man – Disintermediation
Key Concepts
• The internet allows manufacturers to sell directly to customers
• When this cuts out existing retailers it’s called disintermediation
• In theory, every business could sell direct to customers, and when internet business began many predicted that all retailers would be affected
o People could sell their homes online, bypassing realtors
o Airlines could sell tickets directly to passengers
o Auto makers could sell direct, cutting out dealers
• There are several advantages to selling direct
o Cut out retail margin
o Get direct information about customer demand
o Allows “just-in-time” manufacturing e.g. the famous “Dell Direct Model”
o Allows customized direct marketing
• Many direct sales companies quickly migrated to the internet
o Dell, Charles Schwab, LL Bean, GEICO were already selling direct via phone, so moving to the web was easy
• Some businesses that continued to use retailers or distribution channels faced competition from direct sellers who could offer a lower price
o Merrill Lynch faced price competition from Charles Schwab and Ameritrade (now TD Ameritrade)
o All State and other insurers that use agents face competition from GEICO, which claims to “save an average of 15% for auto insurance”
• Businesses that used retailers or distribution partners risked alienating their current partners if they sold direct – this is called channel conflict
o Financial advisers who sold a particular mutual fund could move their clients to other funds if the fund tried to sell direct
o Car dealers could start selling competitors’ cars
• Direct selling creates challenges of its own
o Manufacturers have to perform many retailing activities themselves e.g. marketing, customer service, inventory, retail distribution, dealing with credit risk. That’s expensive.
o Distribution costs are prohibitive for some goods e.g. direct distribution of mattresses is much more costly that bulk shipment to a local retailer
• Further, not everyone is willing to buy direct online
o Home owners that try to sell their homes online — cutting out the realtor commission — run the risk that some buyers willing to pay more will not see the house at all
o People like to see some products before they buy them e.g. artwork, fashion clothing, designer furniture
o Without some kind of intermediary, travelers have to visit many airline web sites to find the best price
• Many companies preferred to focus on what they did best and leave the retailing to others.
Learning Outcomes
• Be able to explain the advantages of selling direct
• Be able to explain the issues companies face when attempting to bypass existing distribution channels
o Why it’s easier for those that already sell direct to sell via the internet
o How other businesses try to cope with channel conflict
Assessment
• See Midterm on Model
________________________________________
Analyzing the Impact of the Internet on an Industry: Information Businesses and Information Goods
Key Concepts
• An industry is a group of businesses that compete to meet the same customer need e.g. the airline industry, the fast food industry
• The internet has affected entire industries, but some industries have been affected more than others
o Physical goods industries: how has the internet affected the steel industry? The fruit industry? The clothing industry?
o Information goods industries: music, television, books, newspapers?
o Service industries: gardening, travel agents, banking, fast food, health services, hairdressing?
• Industries that produce information goods — like music and newspapers — have been affected the most
o An information good is anything that can be digitized, such as music and news – compare to physical goods, such as a gallon of milk
o The internet has dramatically changed how information goods are produced and distributed
Information goods can now be produced more cheaply and easily and more collaboratively
The first copy can be expensive to produce e.g. to produce a movie or a music album or a book can cost thousands or millions of dollars. However, digital technology has reduced even this cost e.g. anyone can make a video and upload it onto YouTube
But making the second copy is essentially free, as you can make a perfect digital copy
Information goods can be distributed via the internet instead of being printed on paper or vinyl or plastic disks
o In some information industries this has led to greatly increased competition, new substitutes and lower profits e.g newspapers, music
o The magazine industry has been hurt by lost advertising revenue, but the book industry has been less affected so far
• Producers of physical goods have been able to use the internet to increase the speed with which they get customer feedback and develop new products e.g. fashion clothing manufacturers such as Zara
• You need to be able to analyze the impact of the internet on an industry. The key question: how has the internet affected the profitability of the industry?
o Industry and business research methods:
You can start with search engines e.g. Google, but it’s critical to enter the correct search terms e.g. searching “music industry” (include the quotes when typing the query into a search) engine) will provide more relevant information than just searching the term “music”
Industry organizations and market research organizations can be good sources of data
Other sources include business periodicals, financial information web sites and conference proceedings
o The profitability of an industry depends on its industry structure, which can be analyzed using Porter’s Industry structure and five forces analysis. Analyze how the internet has affected each of the five forces: industry competition, threat of new entrants, threat of substitutes, power of customers, power of suppliers
o Be able to estimate the total market size.
Market size is the total revenue of every company in the industry
You can sometimes get an initial estimate from the revenues of the largest few companies in the industry
Determine the profitability of companies in this industry
Look at income statements of public companies
o Understand why some companies are more profitable than others
o Analyze how the internet has affected costs and revenue in the industry
o Analyze how the internet has affected the business models, business strategies and marketing strategies in the industry: e.g. look at business models before and after the internet
o Forecast future developments in the industry
• Industry analysis example: the newspaper industry
• Industry analysis example: the music industry
Learning Outcomes
• Be able to explain how the internet has affected the revenue, costs and hence profitability of an industry
Assessment
• Group Project
• Written homework assignment to come – see Model
________________________________________
Online Marketplaces – Making Money from being the Middle Man (Person?)
Key Concepts
• There are many “middle man” businesses — sometimes known as agencies — such as travel agents, realtors, dating agencies, job agencies and auction houses
• These middle man businesses get paid for bringing buyers and sellers together (see the second slide on online marketing theory)
• The main benefit they provide is lower search costs
o e.g. travel agents or travel sites reduce the amount of work required to find the right flight/hotel/vacation package
o e.g. realtors reduce the amount of work required to find a house buyer or seller
o Networks are faster to search than lists
• Online marketplaces (such as eBay and Amazon.com’s used book market) use the internet to act as the middle men between buyers and sellers
o They rely on the network effect – the value of joining a network increases with the size of the network
Big networks tend to get bigger – the “snowball effect”
The internet magnifies the network effect
The network effect means a single firm can dominate an industry, creating monopoly profits.
o Their business model is based on transaction fees, also known as commissions
• eBay is highly profitable for a number of reasons
o Significant economies of scale: low variable costs (does not pay for shipping, no inventory, customer acquisition costs low [why?])
o Little competition due to the network effect, both for markets and PayPal
o Multiple revenue streams
o Auction pricing – unique, creates interest and excitement
• Many businesses work like online marketplaces e.g. travel sites, dating sites, job sites
o Their key characteristic: many buyers, many sellers, business is the meeting-point of buyers and sellers
• Online markets compete by differentiating (being different from their competitors), or by being the biggest
• Social networking sites are online marketplaces – people exchange information (news, photos) instead of goods
o Business models – how do social networking sites make money? Are they profitable?
Most social networks do not charge transaction fees (except for sending some special messages or gifts)
Most rely on advertising
These businesses have zero variable costs, so offer large economies of scale
Despite these low costs per user, many are not profitable because of low revenues, including Twitter and Face book!
o However, these businesses have high market capitalization – someone thinks they will be worth a lot in the future
That may or may not be true – depends on the success of advertising
They need the revenue per user to be greater than the cost per user
Learning Outcomes
• Be able to explain the key success factors of online marketplaces
• Be able to explain why dating site, job site, auction sites such as eBay and social networking sites are essentially similar businesses
Assessment
• See Midterm on Model
________________________________________
Internet Services Businesses – selling pans to gold miners
Key Concepts
• In the California Gold Rush, some people got rich while many did not
• But the people who consistently made money were those that provided the supplies miners needed. They made money by “selling pans to gold miners.”
• The same was true in the internet gold rush
o Companies like Akamai, AOL, Cisco, Comcast, Netscape and others provided the technology and services everyone else needed to use the internet
Cisco sells equipment that allows companies to connect to the internet, notably routers
Akamai provides high-speed connections to companies
Comcast is a cable internet access provider
o So many made money even while their customers – the internet start-ups – ultimately flamed out
o Search engines such as Google provide internet services — it’s difficult to use the web without a search engine. We’ll also look at search engines under internet advertising and online marketing
o Dow Jones tracks an index of publicly traded internet businesses
• Some of these businesses later failed due to increased competition
o The Netscape browser was wiped out by competition from the free Internet Explorer browser
o AOL lost customers as people migrated from dial-up to broadband internet access
• Looking at internet services businesses is also a good opportunity to understand how start-up businesses are financed
o Many were financed by venture capital firms
See Google’s initial financing, for example
o Entrepreneurs needed a business plan
o Financing needs are an important part of the plan
Specify your expenses and your revenue
Forecast when revenues will exceed costs – your break-even point
Learning Outcomes
• Be able to explain the reasons for the success or failure of internet services business
• Be able to describe their financial performance
• Explain how they got started and how they grew
Assessment
________________________________________
Online Marketing
Key Concepts
• Marketing is about creating successful transactions.
o Marketing is like matchmaking: it’s about bringing together two parties looking for something from each other
o You need to understand marketing basics
The 4Ps: product, price, promotion, place
Marketing tactics: bring the customer to the firm or bring the firm to the customer
The funnel is a way to represent how many people an advertiser needs to reach to generate a sale. Advertisers use it to calculate customer acquisition cost
o You need to be able to develop a marketing strategy
o You need to be able to design a marketing campaign
• Online marketing — acquiring and retaining customers online — is something that any business can do, not just “online” businesses
o The customer buying process specifies the steps involved in people’s decision to buy
o You can use the internet to influence each of these steps
o The internet on has had a big impact on marketing
There are more ways to reach people — called “marketing channels” — than there were before the internet
Customers can broadcast their opinion of products to everyone in the world
Customers can now research easily online, so there are multiple influencers for a buyer’s decision
Businesses can collect statistics on who visits their site, which pages they visit and whether or not they buy, using web site analytics software
• Internet advertising
o Businesses will pay for people’s attention. This is called the economics of attention.
o Many web sites earn revenue from businesses that want to get the attention of people who visit that web site.
o There are many advertising-based business models, which is one of the reasons why there is so much free stuff on the internet
o Display advertising is the the type of advertising that displays ads from third parties on web sites
The participants in the display advertising industry include:
Advertisers: the people who buy the ads (usually businesses)
Web site owners: people who own the sites on which the ads are displayed e.g. The New York Times. Space in which ads can be placed is called “real estate.”
Intermediaries: internet advertising agencies that develop the ads, advertising networks that distribute the ads across many different web sites, ad servers (such as Double-click — now owned by Google) — companies that place the ad on the web site
Unlike static advertising such as that in print magazines and on television, online advertisers can display different ads to different users, based in information about the users
Behavioral targeting is the practice of targeting ads to users based on their online behavior i.e. the sites they visit
Display advertisers use cookies to target ads
Display advertising advantages: can promote a brand and build awareness
Display advertising disadvantages: just like TV ads, you don’t know if the people who see the ads are interested at all in the product
Search advertising is the practice of placing advertisements in people’s search results
Search advertising has a big advantage over other types of advertising: you know what people are looking for by what they type into the search engine
Advertisers will pay a premium to get access to users who are actively looking for something
That’s how Google makes a lot of money
Google Ad Words
Google Ad Sense
Search advertising advantages: can target ads at people actively looking to buy something
Search advertising disadvantages: cannot stimulate interest of people who are not looking; cannot build a brand e.g. “Coke” using search advertising
Search engine optimization: the art of designing your web site so it is at the top of relevant search engine results
Viral marketing and its close relative, social media marketing use social networks to get people to share ads or product information with their friends and to gather information about the users of social networks
Face book, Twitter and MySpace are the best known examples
But there are many others:
Advantages of social media marketing: people tend to trust and pay attention to recommendations from their friends; can spread funny or interesting messages very fast (called “going viral”); can be low cost or even “free” if you post your own advertising messages
Disadvantages of social media marketing: some products or services may not be interesting enough to “go viral”; results are unpredictable; people may resent having their personal information used
Email marketing is adverting in emails
Most useful for repeat customers, as the business already has their email address
Advantages: low cost; can stimulate purchase from repeat customers
Disadvantages: can be hard to reach new prospects (seen as “spam”)
Blogs, user forums, customer complaints
Blogs provide a way to broadcast information to customers
Customer comments on blogs can be a useful form of customer feedback
User forums can be useful both for solving customer problems and getting customers to help each other
Advantages of blogs and customer forums: free; customers can help each other; can create a community, enhancing customer loyalty
Disadvantages of blogs and customer forums: customer complaints can be very visible to prospective new customers; maintaining a blog can be a lot of work; customer forums need to be monitored for spam or abuse
Promotion on third-party shopping sites such as Google Products, eBay, Craigslist
Example: see this article mentioning how the owner of TheCellGuru.com cut his advertising and used Google Products
Advantages of promotion on shopping sites: much greater exposure; some listings are free (e.g. Google Products)
Disadvantages of promotion on shopping sites: product comparison is often by price, resulting in intense price competition
• The web site is an important marketing tool
o Ultimately, almost all forms of online advertising direct the user to a web site
o It is then up to the design of that web site to turn a visitor into a customer
o You need to understand the elements of web site design
• You need to be able to develop an online marketing campaign
o Select target
o Develop budget
o Select tactics
Learning Outcomes
• Be able to design the outline on an online marketing campaign
o Select tactics
o Estimate budget needed
Assessment
• Written homework assignment to come – see Moodle
________________________________________
How the Internet has Changed how Businesses Work
Key Concepts
• How the internet has changed the way businesses work
o Where work is done: outsourcing, remote tools
o How people work together: collaboration and collaboration tools such as wikis
o Web services such as customer relationship management
o Communication and information sharing
o What people do – how job design has changed
o Changing organizational structure
o Impact on information technology – need security
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