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MAR 6936798

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Agenda March 6, 2003. Final Exam Details May 1, 2003. Useit.com ... 'Web Sites Finally Take a Stab At Peddling Discounted Cruises,' Evan Perez, March 4, 2003 ... – PowerPoint PPT presentation

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Title: MAR 6936798


1
MAR 6936-798
  • E-Commerce Marketing
  • Spring 2003Downtown--MBA
  • Communications Design
  • Rich Gonzalez
  • March 06, 2003 (Week 9)

2
URLs
  • www.useit.com
  • www.lavasoftusa.com
  • www.websitesthatsuck.com
  • Several, see slides

3
Agenda 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

4
For 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)

5
For 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

6
Final 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

7
WSJ Article On Gaming Google
8
Web 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
9
Web 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
10
Pop 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

11
Weekly 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.

12
Reasons 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
13
Assumptions/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
14
Example 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
15
Drugstore.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

16
Drugstore.com
  • March 6, 2003 3.05
  • www.shareholder.com/drugstore/profile.cfm
  • Walgreens 28
  • Crawl, Walk, Run Company
  • Use Technology As a Tool--CIO

17
Buyer-Seller Relationships
  • 5 Phases
  • I. Awareness
  • II. Exploration
  • III. Expansion
  • IV. Commitment
  • V. Dissolution

18
Spyware
  • 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

19
Lavasoft
  • Ad-Aware 6.0
  • Scan and Quarantine
  • Free Product (6.0)
  • Ad-Aware Plus
  • Ad-Aware Professional
  • Support Forum (Community)
  • www.lavasoftusa.com

20
Cookies As Spyware
  • DoubleClick's current policy is not to collect
    "personally-identifiable" information about a
    user without their explicit permission or
    "opt-in."

21
3 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.

22
For Today
  • www.useit.comBe ready to tell us what Jakob
    Nielsens philosophy/guidelines/ideas are.
  • Site Visit

23
Customer 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)

24
For 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?

25
Jakobs Law of Internet User Experience
  • Users spend most of their time on sites other
    than on yours.

26
Jakobs Nielsens Homepage Guidelines
  • Generally apply also to the entire website.
  • Has Several. Well Use Only 9.

27
Site/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

28
Site/Model Evaluation Assignment
  • 100 Points
  • 50 Summary Paper
  • 50 Presentation

29
Jakob 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

30
For 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?

31
For 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

32
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