Lecture Outline
Digital Marketing

Professor John M. McCann
Fuqua School of Business
Duke University
Last update: April 8, 1996

This class session focuses on the key trends described in my Digital Marketing CyberTrends Web document. A brief outline is shown below, with links to sections of the CyberTrends documents.

Marketing is on a journey from mass marketing to particle marketing and mass customization.
Interactive marketing will likely be the form of most particle marketing during the coming years.
Marketing transactions will become more common in the interactive marketing arena as secure payment systems enable electronic commerce.
But don't be fooled into believing that marketing is not alive and well on the net today; it is operating as part of a gift economy that involves millions of netizens.
Electronic commerce is forecasted to increase price competition.
Stores are likely to become more networked and we are seeing the rise of the electronic department store.
Middlemen of all types are likely to be impacted in negative ways, mostly as part of the disintermediation trend.
Marketing managers and professionals are in for changes, as marketing becomes locationless, marketing services are delivered online, and there is less need for traveling salesmen.
Advertising on the net will be very different from other forms of advertising, with a stronger emphasis on using information to create product value and more efficiency in reaching target markets.
Given the early stage of the Internet, one has to be careful asking consumers what they want; better advice involves focusing on their value-creating processes.
As marketers contemplate incorporating the Web into their marketing plans, they need to consider many questions and stories about how it is used today and in the future.
Marketing is the process of understanding and influencing consumers, and it is eary to see how the Web is a tool for influencing consumers. Understanding consumers first requires us to identify them and to collect pertinent information about them. Thus we see a growing number of Web sites requiring us to fill out a questionnaire before we are granted admission and given a password. Visit the Online Magazine site to see an example.

Lecture Outline Digital Marketing

Lecture Outline
Digital Marketing