Introduction to Information Systems
Fourth Edition
Chapter 6
Developing a Digital Presence:
Websites, Social Media, and
Mobile Apps
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Learning Objectives
1. Digital presence strategy
2. Website information architectures
3. E-commerce
4. M-commerce
5. Website marketing
6. Web 2.0
Long description is available in notes, Press F6.
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Digital Strategy (1:2)
• Inform or entertain • Influence audience
audience
• Sell products or • Facilitate offline
services relationships
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Digital Strategy (2:2)
• Inform or entertain • Influence audience
audience
• Sell products or • Facilitate offline
services relationships
Long description is available in notes, Press F6.
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Building the Website
• Uniform resource locator (URL)
• Domain name system (DNS)
• Hypertext transfer protocol (http://)
• File transfer protocol (ftp://)
• Top-level domain
Long description is available in notes, Press F6.
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Managing Domain Names
• Internet Corporation for Assigned Names and
Numbers (ICANN)
• Legal disputes
• Cybersquatting and typosquatting
Long description is available in notes, Press F6.
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Website Design
• Hierarchical
architecture
• Multidimensional
architecture
• Sequential
architecture
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User Interface Design
• Usability
• Web accessibility
Figure 6.7 Tips for effective user interface design.
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Software Development Strategies
• Web browser
• Hypertext markup language (HTML)
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Interactive Websites
• JavaScript
• AJAX
• W3C
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Content Management Systems
• Content management
• Cascading style sheets (CSS)
Long description is available in notes, Press F6.
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E-Commerce
• Online transactions Figure 6.14 Details about the
• Security website’s security. Note the “https://”
• Trust protocol in the URL, indicating
transmission is encrypted.
SOURCE: United States Social Security, Administration.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Mobile Devices and M-Commerce
• Why mobile matters
• Designing websites and apps for mobile devices
• M-commerce and mobile payments
Figure 6.16 Tips for mobile-friendly design.
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Digital Marketing (1:2)
• Search engine • Search terms and
optimization key words
• Page rank and • Search engine
relevance scams
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Digital Marketing (2:2)
• Search engine • Search terms and
optimization key words
• Page rank and • Search engine
relevance scams
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Web Advertising (1:2)
• Click-through rate (CTR)
• Target advertising
Long description is available in notes, Press F6.
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Web Advertising (2:2)
• Search portals
• Social marketing challenges
Figure 6.18 Search engine market shares.
SOURCE: From Search engine market shares, WWW.netmarketshare.com.
Copyright © 2019 by Net Applications.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Web 2.0
• Crowdsourcing
• Expanding data
• Learning web
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Summary
1. Digital presence strategy
2. Website information architectures
3. E-commerce
4. M-commerce
5. Website marketing
6. Web 2.0
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
LinkedIn Case
• Business model
• Major revenue lines
• Microsoft acquired 2016 for $26.2 B
• Early mistakes corrected
Long description is available in notes, Press F6.
Copyright © 2021, 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved
Copyright
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