Brief overview of Internet Marketing, opportunities and challenges of the Electronic Commerce. Gives a general illustration of how electronic marketing works. Great introduction for newcomers and a refreshing systematic review for seasoned marketers.

1. e -Marketing Mykola Sarazhynskyy Introduction Revised January 2008

3. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

4. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

5. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

6. Demographics of Internet Users http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project, February 15 – March 7, 2007 Tracking Survey. N=2,200 adults, 18 and older. Margin of error is ±2% for results based on the full sample and ±3% for results based on internet users. Last updated June 15, 2007. 91 College + 81 Some College 61 High School 40% Less than High School Educational attainment 93 $75,000 + 82 $50,000-$74,999 69 $30,000-$49,999 55% Less than $30,000/yr Household income 32 65+ 65 50-64 83 30-49 87% 18-29 Age 71 Men 70 Women 71% Total Adults Use the internet

7. Top 10 Online Activities http://www.pewinternet.org/trends.asp Source: Pew Internet & American Life Project Tracking surveys (March 2000 – February-March) 08/2006 71 Buy a product 02-03/2007 72 Get news 05-06/2004 73 Get travel info 11/2004 78 Check the weather 02-03/2005 78 Research a product or service before buying it 08/2006 80 Look for health/med info 02-03/2007 83 Look for info on a hobby or interest 12/2006 86 Search for a map or driving directions 12/2006 91 Use a search engine to find information 02-03/2007 91 Send or read e-mail Most recent survey date % users report this activity Here are some of the things they do online:

8. How People Shop Online http://www.doubleclick.com

14. General Schema

15. General Schema

16. General Schema

17. General Schema

18. General Schema

19. General Schema

20. Stages of Customer Acquisition

21. Stages of Customer Acquisition Exposed to Message

22. Stages of Customer Acquisition Exposed to Message Noticed Message

23. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message

24. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site

25. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion

26. Stages of Customer Acquisition Exposed to Message Noticed Message Interacted with Message Visited Web Site Started Conversion Customers