tailieunhanh - Lecture Business management information system - Lecture 31: Understanding a networked world

Lecture 31 - Understanding a networked world. In this chapter we will consider: Understanding a networked world, the internet mindset, where’s the value in a network? the rules of networks, moving forward, understanding users, increasing executives’ understanding of IT. | Understanding A Networked World Lecture 31 Today’s Lecture Understanding A Networked World The Internet Mindset Where’s the Value in a Network? The Rules of Networks Moving Forward Understanding Users Increasing Executives’ Understanding of IT 2 Understanding A Networked World Our networked world has different characteristics from the non-networked world many people are used to living in 3 Understanding A Networked World The Internet Mindset Just as PCs turned the mainframe data processing mindset upside down, this new world of communications, with its multi-dimensions and interactivity, wreaks havoc with businesses unless they understand and embrace the mindset of the global online world The Internet mindset: Communication is personal, not mass market Customer contact is interactive, not broadcast The customer time frame is theirs, not yours The culture is bottom-up, not top-down 4 Understanding A Networked World The Internet Mindset cont. Communication is personal, not mass market . | Understanding A Networked World Lecture 31 Today’s Lecture Understanding A Networked World The Internet Mindset Where’s the Value in a Network? The Rules of Networks Moving Forward Understanding Users Increasing Executives’ Understanding of IT 2 Understanding A Networked World Our networked world has different characteristics from the non-networked world many people are used to living in 3 Understanding A Networked World The Internet Mindset Just as PCs turned the mainframe data processing mindset upside down, this new world of communications, with its multi-dimensions and interactivity, wreaks havoc with businesses unless they understand and embrace the mindset of the global online world The Internet mindset: Communication is personal, not mass market Customer contact is interactive, not broadcast The customer time frame is theirs, not yours The culture is bottom-up, not top-down 4 Understanding A Networked World The Internet Mindset cont. Communication is personal, not mass market Communication is ‘up close and personal’, not top-down mass marketing Message to traditional marketing departments = “Your ad copy is boring” Some corporate Web pages are stuck in the traditional advertising model, ‘duplicating’ the ‘printed page’ THEY ARE USING THE WRONG MINDSET: MASS MARKET RATHER THAN PERSONAL Others get it ‘right’ and give people a way to create their ‘own’ pages . My-Yahoo, My-CNN etc. 5 Understanding A Networked World The Internet Mindset cont. Customer Contact is Interactive, Not Broadcast The single most important point of view to take toward the Internet is to view it as interactive, not broadcast: Incoming, not outgoing In essence, the Internet is a customer’s window to companies 6 Understanding A Networked World The Internet Mindset cont. It is substantially different from TV because customers can initiate communications with a firm rather than merely react to their ads Customer-initiated dialog supported by the Internet significantly challenges marketing