Title: MAR 6936798
1MAR 6936-798
- E-Commerce Marketing
- Spring 2003Downtown--MBA
- Communications Design
- Rich Gonzalez
- March 06, 2003 (Week 9)
2URLs
- www.useit.com
- www.lavasoftusa.com
- www.websitesthatsuck.com
- Several, see slides
3Agenda March 6, 2003
- Final Exam DetailsMay 1, 2003
- Useit.com and Nielsen
- Site/Model Evaluation Assignment
- Design Communications
- Strategy and the Internet, PorterWhy Porter Is
Wrong - Spyware
- Due For March 20
- Final ExamMay 1, 2003
4For Today March 6
- Strategy and the Internet, Michael E. Porter,
March 2001, Harvard Business Review - Web Sites Try Everything To Climb Google
Rankings,Totty and Mangalindan,
wsjonline,February 26, 2003 - www.useit.com andNielsen Tahir Homepage
Guidelines(Be Ready To Discuss Nielsens
Guidelines Philosophy)
5For March 20
- Handouts
- The Power of Optimal Pricing, p68, Business2.0,
July, 2002 - Price Smarter On the Net, p122, Baker, et al.,
Harvard Business Review - Startups May Die, But Not Their Bright Ideas,
Steve Hamm, BusinessWeek, March 10, 2003 - E-Business Communications, Kleindl, Chapter 3
- WSJWeb Sites Finally Take a Stab At Peddling
Discounted Cruises, Evan Perez, March 4, 2003
6Final ExamMay 1, 2003
- Part 1SUBJECTIVE
- 3 Essay type questions
- Based on readings, text, discussions and papers
- Part 2OBJECTIVE
- 25-30 QuestionsMC, FIB, T/F
- Based on same
7WSJ Article On Gaming Google
8Web Sites Try Everything To Climb Google Rankings
- EntrepreneurJoy Holman
- Up To 26,000 Visits/Mo.
- I probably lost thousands in sales.
- You have this war going on.
- Link FarmsLink Exchanges
- Google TechnologyAdvancedand Dynamic
- Sergey Brin Larry Page
- Search engines are trying to be as accurate and
impartial as possible
http//online.wsj.com/article/0,,SB104622616088496
3943-search,00.html?collectionwsjie2F30dayvql_s
tringtotty3Cin3E28article2Dbody29
9Web Sites Try Everything To Climb Google Rankings
- Google the King75 Of Online Searches
- Make Or Break For Certain Biz ModelsLocation,
Location, Location
http//online.wsj.com/article/0,,SB104622616088496
3943-search,00.html?collectionwsjie2F30dayvql_s
tringtotty3Cin3E28article2Dbody29
10Pop Quiz
- Take 2 minutes and write down
- a) the worst web site you can think of and why
- b) the most impressive site you can think of and
why - Dont worry if you cant remember the URLWe can
find it
11Weekly Analysis Paper 5
- Subject Strategy and the Internet
- The Internet per se will rarely be a competitive
advantage.-- Michael Porter - Requirements
- 1.5 Pages, Cover Sheet, Bolded Headings
- Based on discussion, slides and article,
disagree with Portera) Stating whyb) Cite an
example firm/business model to support your
positionc) State some developments that Porter
has missed or assumptions he got wrong - If you wish to AGREE with Porter, let me know.
12Reasons To Disagree With Michael Porter
- MP thinks NOW is the Internet AgeActually, it is
only the beginning - MP doesnt see the productivity of linkages and
vertical integration - Thinks improvements can only come from withinNIH
Syndrome? - It is not a zero-sum game
-
In Class Exercise
13Assumptions/Developments Michael Porter Missed
- Accountability Was Absent But Changed (Enron,
Worldcom Arthur Andersen - MP fails to recognize Marketing Concepthe looks
at Internet as a supporting marketing tool and
discounts it as a distribution channel - MP seems to think that the Net is matureIts in
its infancyg - MP discounts the PACE of business, innovation,
planning - MP doesnt fully see the value of two-way
information exchange , i.e. customer, buying,
---doesnt see virtual 1 to 1 marketing
In Class Exercise
14Example Supporting Your Position vs. Porter
- Dell ComputerAdaptability of Direct Biz Model
- GETook ideas from amazon.comprocurement
auctions - Ebay---Direct biz modelbased on customer
creating value
In Class Exercise
15Drugstore.com
- July 28,1999 IPOOpened 24Up To 653.5 B
Company - No Dividends Anticipated
- New Technology Will Change Everything
- Be First, Be There Fast, Build Shareand You
Win - Walgreens Stock Down 40
16Drugstore.com
- March 6, 2003 3.05
- www.shareholder.com/drugstore/profile.cfm
- Walgreens 28
- Crawl, Walk, Run Company
- Use Technology As a Tool--CIO
17Buyer-Seller Relationships
- 5 Phases
- I. Awareness
- II. Exploration
- III. Expansion
- IV. Commitment
- V. Dissolution
18Spyware
- SoftwareOften Embedded In Shareware
- Transmitted To Your ComputerDuring Website
ViewingUsing Certain Online Sites (i.e., Kazaa) - Targeted AdsPopups
- Track Browsing Across Sites
- Hijack Your Start Page
- Server and Mothership
- Affects Performance of Applications
- http//www.spychecker.com/spyware.html
19Lavasoft
- Ad-Aware 6.0
- Scan and Quarantine
- Free Product (6.0)
- Ad-Aware Plus
- Ad-Aware Professional
- Support Forum (Community)
- www.lavasoftusa.com
20Cookies As Spyware
- DoubleClick's current policy is not to collect
"personally-identifiable" information about a
user without their explicit permission or
"opt-in."
213 Fundamental Business Shifts
- 1. Most transactionsB2C, B2B, C2C and G2C will
become self-service digital transactions. - 2. Customer service will become the primary
value-added function in every business. Personal
consultancy not routine services. - 3. The pace of transactions and customer needs
for customer service will force firms to adopt
digital processes---for survival.
22For Today
- www.useit.comBe ready to tell us what Jakob
Nielsens philosophy/guidelines/ideas are. - Site Visit
23Customer Interface 7
- Virtual Representation of Firms Value
Proposition - Information
- Navigation
- Is the site worth spending time at?Should I
flee? - i.e., Download Time
- War Developers vs. Marketers(Customers)
24For March 6
- www.useit.com
- Be ready to tell us what Jakob Nielsens
philosophy/guidelines are. - Pick a Site That You Can Say Something About and
Forward To ListservWhat would Nielsen say about
the site?
25Jakobs Law of Internet User Experience
- Users spend most of their time on sites other
than on yours.
26Jakobs Nielsens Homepage Guidelines
- Generally apply also to the entire website.
- Has Several. Well Use Only 9.
27Site/Model Evaluation Assignment
- Paper
- 2 Pages BulletsOne Summary Section
- Cover Sheet
- 15 Copies
- In Class Presentation
- 5 to 10 Minutes Overview, Pick a Few Main Points
- Due March 27
- Presentations on March 27/April 3
28Site/Model Evaluation Assignment
- 100 Points
- 50 Summary Paper
- 50 Presentation
29Jakob Nielsens Homepage Guidelines
- 1. Communicating the Sites Purpose
- 2. Communicating Information About the Company
- 3. Content Writing
- 4. Navigation
- 5. Search
- 6. Graphics and Animation
- 7. Customization
- 8. Gathering Customer Data
- 9. Fostering Community
- Homepage Usability 50 Websites Deconstructed,
Nielsen Tahir 2002
30For March 13
- www.useit.com
- Be ready to tell us what Jakob Nielsens
philosophy/guidelines are. - Pick a Site That You Can Say Something About and
Forward To ListservWhat would Nielsen say about
the site?
31For March 20
- Handouts
- The Power Optimal Pricing, p68, Business2.0,
July, 2002 - Price Smarter On the Net, p122, Baker, et al.,
Harvard Business Review - Startups May Die, But Not Their Bright Ideas,
Steve Hamm, BusinessWeek, March 10, 2003 - E-Business Communications, Kleindl, Chapter 3
- WSJ Web Sites Finally Take a Stab At
Peddling Discounted Cruises, Evan Perez, March
4, 2003
32End Here