Digital
Marketing
Chapter 1
Past, Present, and Future
Dr. Monika Fayez
Outline:
1. Statistics about the
Internet
2. E-Business vs. E-Marketing
vs. E-Commerce
3. Past, Present and Future of
the internet and E-Marketing
Dr. Monika Fayez
Internet
• The internet is a global network of
interconnected networks.
• Data moves over phone lines, cables
and satellites.
• There are three types of access to the
internet:
• Public internet
• Intranet: network that runs
internally in an organization
• Extranet: two or more joined
networks that share information
Dr. Monika Fayez
The Barack Obama
Campaign Story
• President Obama made history by his use
of e-marketing to win the 2008 election.
• Obama’s internet strategies targeted 18-
29- year-old voters because 93% are
online.
• His 2012 efforts added higher levels of
sophistication, including the use of social
media and mobile marketing.
• Facebook displayed over 33 million
“likes.”
• The Obama YouTube channel had over
286,000 subscribers and 288 million
upload views.
Dr. Monika Fayez
E-business,
E-commerce & E-marketing
• E-Business: the optimization of a
company’s business activities using
digital technology.
• E-Commerce: the subset of E-
business focused on transactions.
• E-Marketing: the result of
information technology applied to
traditional marketing.
Dr. Monika Fayez
E-Marketing Is Bigger
than the Web
• The Web is the portion of the
internet that supports a graphical
user interface for hypertext
navigation with a browser.
• The Web is what most people think
about when they think of the
internet.
• Electronic Marketing reaches far
beyond the Web.
Dr. Monika Fayez
E-Marketing Is Bigger
than Technology
➢Individuals: The internet provides individual users
with convenient and continuous access to
information, entertainment, networking, and
communication.
➢Communities form around shared photos
(Instagram), videos (YouTube), and individual or
company profiles (Facebook).
➢Businesses: The digital environment enhances
processes and activities for businesses.
➢Societies and Economies: Those are enhanced
through more efficient markets, more jobs,
information access, communication globalization,
and more.
Dr. Monika Fayez
E-Marketing’s Past:
Web 1.0
➢ 1969: The internet started
➢ It started as the ARPANET (=a network for
academic and military use).
➢ 1993: Web pages and browsers appeared
➢ The first generation of e-business was like
a gold rush.
➢ Companies quickly attracted sales and
market share, but negative profits.
➢ By Q4 2003, almost 60% of public dot-
coms were profitable.
Dr. Monika Fayez
Internet
Timeline
E-Marketing Today:
Web 2.0
➢ Web 2.0 technologies connect people with
each other through social media, which
have created opportunities and challenges
for marketers.
➢ Power shift from sellers to buyers.
➢ Consumers trust each other more than
companies.
➢ Online connections are critical.
➢ Everyone is a content producer.
➢ Information transparency.
➢ Social commerce.
Dr. Monika Fayez
Power Shift
From
Companies
To
Individuals
The Future:
Web 3.0
➢ Sir Tim Berners-Lee, coinventor of the World
Wide Web, has been working on technology
to organize online data for greater user
convenience → the semantic Web.
➢ Semantic Web: a proposed development of
the World Wide Web in which data in web
pages is structured and tagged in such a way
that it can be read directly by computers. In
other words, the published information and
data become machine-readable and machine-
interpretable.
➢ Experts believe the semantic Web will
become a reality over the next decade (AI).
Dr. Monika Fayez