Essentials of Marketing

Tom Chapman

Senior Teaching Fellow

@idlehans

New Technology & Marketing

Once upon a time 2

1945 Little Boy & Fat Man

Dr. Vannevar Bush

1945Bush, V. (1945). As we may think. The Atlantic Monthly, 176(1).

3

MEMEX

“Consider a future device for individual use, which is a sort of mechanised private file and library. It

needs name, and to coin one at random, ‘memex’ will do. A memex is a device in which an individual

stores all his books, records, and communications, and which is mechanised so that it may be

consulted with exceeding speed and flexibility. It is an enlarged intimate supplement to his memory ”

4

1964 The Cassette Tape

1968 -The Internet - ARPANET

A Child is Born

6

Decimalisation

Barcodes

Use By Dates

EPOS

LATE 70’S - EARLY 80’S

LATE 70’S - EARLY 80’S

8

LATE 70’S - EARLY 80’S

LATE 80’S - EARLY 90’S

The Next directory The World Wide Web

The World Wide Web

Berners-Lee, T., Cailliau, R., Groff, J. F., & Pollermann, B. (1992). World-wide web: The information universe. Internet Research, 2(1), 52-58.

11

“Computers give us two practical techniques for human-knowledge interface. One is hypertext, in which links between pieces of text (or other media) mimic human association of ideas. The other is text retrieval, which allows associations to be deduced from the content of text” pg461

12The World Wide Web

“Furthermore, as online information proliferates, an important function is that of “third party” reviewers, indexers, and overview writers who refer to data they do not actually hold. It is expected that these services will be a key to the control of the information explosion and a valuable asset to the community.” pg466

13The World Wide Web

LATE 80’S - EARLY 90’S

EFTPOS Out of town Shopping The Mobile Phone WINDOWS

The Next directory The World Wide Web

LATE 90’S - EARLY 00’S

16

1995-7 Google

1996 Psion Organiser

1996 Nokia 8110 Banana 9000 Communicator

1999 The Matrix

2001 2002 2003

iPod Google Adwords

Quote Me Happy

Quote Me Happy 19

Quote Me Happy 20

2004 240 High Street Branches

1600 Jobs

Van den Peol & Leunis (1999) 21

“the findings show that the Internet is highly accepted as an information source and reservation device. However, using the Internet for all channel functions (including physical delivery) is evaluated

considerably less favorably.”

Van den Poel, D., & Leunis, J. (1999). Consumer Acceptance of the Internet as a Channel of Distribution. Journal of Business Research, 45(3), 249-256.

2001 2002 2003 2005 2007

iPod Google Adwords

Quote Me Happy Google Analytics Facebook

iPhone

iPhone 23

iPhone 24

0

63

125

188

250

2008 2010 2012 2014 2016iPhone Sales (Millions of Units)

25

L AT E 0 0 S T O N O W

Big Data Curation Age of Mobile Age of Social Co-Creation Service Dominant Logic

Futurama (2010) 26

Thank You For Your Time

“You are too concerned with what was and what will be. There's a saying: Yesterday is history,

tomorrow is a mystery, but today is a gift. That is why it is called the present.”

Oogway to Po under the Peach Tree, Kung Fu Panda (2008)