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Chapter 3

BUSI 3503U Chapter 3: E-Marketing 2013 - Chapter 3

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School
Department
Business
Course
BUSI 3503U
Professor
Cuiping Chen
Semester
Fall

Description
Chapter 3: Networks EMarketing The Evolving Internet more than a decade of rapid growth ends with the transition to a more mature market Experienced users more likely to engage in online commerce, upgrade to broadband, and use more services Seasoned user also moves away from exploratory surfing the Net A shift to deeper connections An Information Explosion, On the Go Magnetic media, primarily videotape and computer hard disks, dominate the worlds new stored information (92); other media film, paper and CD Very large amount of new information is flowed through telephone calls (96.62), internet (3), plus radio(<1) Distinction between telephone and the internet is blurring Instant messaging and text messaging create new frontier for marketers Blogs, social media and beyond create new challenges for reaching audience Age Gap: Email vs. Instant Messaging Internet uses who use IM Users who use IM more than User who email more than email IM Gen Y (19811995) 62 57 19 Gen X; after baby boomers 37 16 24 Trailing Boomer (1954 1965) 33 18 24 Leading Boomers (19451054) 29 7 16 Matures 25 <1 7 The Bow Tie Shape of the Web At the heart of the Web is a core set of highly linked websites o Made up of about 30 of sites o Consistently share links and traffic Origination sites drive users into the core but have few links back from the core o About 20 of sites Termination sites have links from the core but have few links back into the core o About 20 of sites There are also many isolated sites and web pages without links in or out The web is unequal in nature highly connected sites are more important The web (links and content) is constantly changing fewer than 50 of the web pages survive for a year Second Generation Internet First generation Internet served basic documents to anonymous users, helping driver widespread use but limiting its performance and security Second Generation Internet focuses on more descriptive content the semantic web and ways to reliably authenticate users 5 Features of Networks 1. Metcalfes Law the number of connections in a network grow faster than the number of participants in the network o Possible connection in a complete directed network = 1 *(n1) * n = n*(n1) o Growth of a communications network strongly enhances its value o The value of a complete network rises rapidly, but not every link shares the same value o When individuals have different numbers of links in a network and the values of the links vary o Community network value = sum of individual network value (INV) 2. Real networks typically have high local clustering o Clustering is the tendency for individuals to share close friends, coworkers and family members o Within clusters, information, wordofmouth, opinions, and computer viruses flow rapidly o Information tends to get stuck within clusters o Links with members of their clusters are strong ties IM and text msg strengthens strong ties
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