session 1 introduction to digital concepts
Post on 03-Jan-2016
43 Views
Preview:
DESCRIPTION
TRANSCRIPT
Session 1Introduction to Digital Concepts
• Computer hardware and software• Evolution of the World Wide Web
• Establishment of Search Techniques• Development of Social Networking Tools
INTRODUCTION
You live in a digital age. Every part of your life depends on
technology. Interacting, communicating, studying, working,
banking, travelling, entertainment, shopping
This subject is about the use of digital technologies in business, particularly in marketing.
1-2
INTRODUCTION
Our lectures and case study discussions will show how businesses use technology to…
Increase market share and profits Eliminate time and location boundaries Serve their customers Improve decision-making
Our lab exercises will teach you how to use technology to increase information management and digital marketing skills (MS ACCESS, web-based software)
1-3
Business Process – Creating a Campaign
Data vs Information
Data – raw facts that describe a particular phenomenon such as the current temperature, the price of movie rental, or your age
Information – data that have a particular meaning within a specific context
1-6
Information Resource
Your age – a Your age – a piece of datapiece of data
Information is Information is often often
aggregated aggregated data that has data that has meaning such meaning such
as average as average age, youngest age, youngest
and oldest and oldest customer, and customer, and a histogram of a histogram of customer agescustomer ages
1-7
Information Technology
Information technology (IT) – computer-based tools that people use to work with information
Hardware – physical devices that make up a computer
Software – set of instructions that your hardware executes to carry out a specific task for you
Networking – local area networks, Internet Databases - systems for storing, organizing and
manipulating data
1-8
Computer Hardware
Source: Wikiversity
Types of Hardware
Mainframes Desktop PCs Laptops Mobile Devices
Smartphones, tablets and networked e-book readers have assumed data transmission, Web surfing, email, social networking and instant messaging duties
Rise of Mobile Usage
Source: Hong Kong Digital Behavior Insights Report (Nov 2011)
Types of Software
Application software – enables you to solve specific problems and perform specific tasks (word processing, web browsing, email, payroll, inventory management, customer relationship management, etc)
System software – handles tasks specific to technology management (operating system, anti-virus, etc)
Software Downloads from CNET.com
Source: download.cnet.com
Client Server Computing
A model of computing where the workload in an application is distributed between the providers of a service, called servers, and the requestors of a service, called clients
Examples: e-mail, World Wide Web
Input and output is done on the client.
CLOUD COMPUTING
Hottest term in technology today Cloud computing – model in which any and
all IT resources are delivered as a set of services via the Internet Application software Processing power Data storage Backup facilities Development tools Literally everything
7-15
CLOUD COMPUTING
7-16
Source: Haag, Stephen, Cummings, Maeve (2010)
Source: Cloud Computing: A Primer
CLOUD COMPUTING
Advantages of the Cloud
Uny end user device to access what you need on the cloud
Utility computing – pay for only what you use instead of buying technology Similar to utilities like electricity and water Similar to taking a taxi instead of buying a car
Lower capital expenditures Lower barriers to entry Immediate access to a broad range of
application software Real-time scalability
7-18
WORLD WIDE WEB
Web – multimedia-based collection of information, services, and sites supported by the Internet Interface that you see and work with when
interacting with Web sites and Web-based services
Internet – vast network of computers that connects millions of people all over the world Infrastructure that makes the Web possible
Relationship between the Web and the Internet (here)
Mod B-19
Evolution of the World Wide Web
http://www.visionmobile.com/blog/2010/09/the-flash-vs-html5-endgame/
Types of Search Tools
It’s estimated that there are a trillion unique Web addresses on the Web as of 2008 (source: We Knew the Web Was Big)
Deep Web – collections of data that are not visible to search engines (e.g. password-protected databases)
Search Operators for Google Search
Excerpted from: Google Search Help
Categories of Search Tools
How to deal with the online explosion of information ? Search engines - allow you to search almost every
word contained in several billion web pages; Search directories - provide a large collection of
links arranged in categories; maintained by human editors
Subject directories - maintained by individuals or groups of individuals - in many cases professional librarians - who select resources linking to "good information."
Organic Search Results
http://community.microsoftadvertising.com
Pay-per-click (PPC) ads or sponsored sites
http://community.microsoftadvertising.com
Social Networking Sites (SNSs)
SNSs are focused on making connections among their users.
Interactions on a SNS are centred around profiles in which users describe themselves and their interests. When users add friends to their networks, they’re actually establishing links between their profiles.
SNSs make it possible to ‘articulate and make social networks visible’ (Boyd and Ellison, 2007).
Social Networking Sites (SNSs)
SNSs are part of a new generation of Web-based technologies and applications that are known collectively as ‘Web 2.0’.
Web 2.0 technologies and applications connect people in numerous new ways and utilize their collective strengths.
Categories of SNSs
Online communities Facebook, LinkedIn,
Blogging / Micro-blogging Blogger, Tumblr, Wordpress, Twitter, Weibo
Media-sharing Youtube, Flickr, Photobucket,
Social reviews Openrice.com, tripadvisor.com, yelp.com
Link-sharing / Social discovery Pinterest, Kaboodle, TheFind, Digg
Source: Hong Kong Digital Behavior Insights Report (Nov 2011)
Social Media Usage for the Past 12 Months Among HK Users
Digital has changed the world….
31The question is: Have businesses changed ?
References
Boyd, Danah M. and Ellison, Nicole B. (2007), Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, Volume 13, Issue 1, October 2007, retrieved from: http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/full
Hong Kong Digital Behaviour Insights Report 2011, Nielsen, retrieved from: http://hk.nielsen.com/documents/HKDigitalBehaviorInsightsReport-FINAL.pdf
References
Haag, Stephen, Cummings, Maeve (2010), Management Information Systems for the Information Age 8th ed, McGraw-Hill International Edition
Cloud Computing: A Primer, retrieved from: http://www.cisco.com/web/about/ac123/ac147/archived_issues/ipj_12-3/123_cloud1.html
Chui and Fleming (2011), Inside P&G’s Digital Revolution, retrieved from: https://www.mckinseyquarterly.com/Inside_PGs_digital_revolution_2893
top related