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InternetMarketing
WardHanson

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www.swcollege.com/marketing/hanson/introduction.html
Topics
TheoriginalWWW
Commercialbeginnings
A.comworld
Marketingandtechnology
Ourapproachinthebook
TheOriginalWWW
It’s1922
Radiosuddenlytransitionsfromatechnologyusedprimarilybythemilitaryandtheshippingindustrytoaconsumerandbusinessphenomenon
Attheendof1921thereare5radiostations
Ayearlaterthereare575
Startingradiostationsistheheightofentrepreneurship
Listeningtoradioisarunawayconsumerfad
“Combingtheether”isthehitoftheday
TheOriginalWWW
Radio’simpacton1920ssociety
Itchangesthewaypeoplethinkaboutdistanceandtime
Simultaneitynolongerrequiresproximity
Globaleventsareexperiencedastheyhappen
Performancesindifferentcitiescanbeheardintheneighbor’slivingroom
Fast-breakingworldstoriesandeventhelocalweatherareavailableattheflipofaswitchandtheturnofthedial
TheOriginalWWW
Radiochangedbusinessespeciallymarketing
Itacceleratedtheeconomy’stransitiontoamassmarket
Itfacilitatedthecreationofnationalbrands
Firmscouldlaunchnationalmarketingcampaignssimultaneously
Newproductstoreintroductionscouldbesynchronizedwithadcampaignstobuildconsumerinterest
Productpositioningbecamemoreflexible
Businesseslearnedtousethisnewpowerfulmethodofreachingcustomers
TheOriginalWWW
Asanindustryradiostruggledwithgeneratingaself-sustainingrevenuebase
In1926radiostationswerefailingatarateof15%permonth
Consumersstillrushedtobuyradios
Ultimatelynationalnetworksofstationsemerged
Acombinationofnationalandlocaladvertisingmaderadioprofitable
Internetmarketingshowsmanyofthesesameuncertainties
TheOriginalWWW
TheInternetchangesthewaycompaniesconnecttotheircustomers
Itexpandstheopportunitiesforbrandinginnovationpricingandselling
Itleadstonewwaysofthinkingabouttimeanddistance
Itopensupnewdistributionchannelsandmarkets
VirtuousWebCycle
Isabusinesssystemwithpositivefeedback
Eachelementinthebusinesssystemfeedsoffanotherelementinthesystemandfeedsintoyetanotherelementinthesystem
Ifthecycleisstrongenoughitcanactuallybeaself-fulfillingexpectation

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