Hi, I'm Sishi or you can call me Fion. I am from Singapore. Currently I am a student at Queensland University of Technology, undertaking my Bachelor of Creative Industries(Media and Communication).
My main area of interest lies in advertising and multimedia design. I have been taking up core subjects related to the creative industries. These include areas in Media and Communication,New Media Technologies and Advertising.
I am very keen to pursue a career in the field of advertising industry as I hope it will allows me to push the envelope of my creativity . It is an inspiration to become a Creative Director. I believe with the rapid advancement of new media technologies, advertising in the near future is bound to be very different and exciting. Hence being able to produce out heaps of successful, fun and creative advertisments will be a great challenge ahead for me.
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Queensland University of Technology, Mar 2004
Temasek Polytechnic (Singapore), Jul 1998 - Nov 2001
Ping Yi Secondary School, Jan 1994 - Dec 1997 (Singapore)
May 2002 - Feb 2004
Customer Care Consultant
- Basic duties include handling incoming calls from existing/potential customers and assist them with their product/service enquiries.
- Channel feedback for service enhancement and problem resolution action in the shortest possible time.
- Provide emergency call assistance service to customers.
Participated in Quality Training Service Scheme
Complimented for Best Customer Service
Sept 2000 - Nov 2000 (School Internship Program)
Appointed to the Quality Assurance Department
- Basic duties include conducting performance test on products.
- Perform ESD (Electrostatic Discharge) immunity test instrumentation, rolling reliability test and temperature test on product.
- Perform basic report writing and documention.
The Rise of Internet Marketing: New media and Interactive Marketing in Virtual Space
I am interested in exploring on internet marketing. With the rise of internet, how digital media development now, causes business websites grow to promote and increase their business online. It is interesting to explore how traditional marketing strategies have integrated for online business. The various tools have developed by industries to enhance consumers online experience. Areas to look at involve tools developed for interactive marketing and advertising. Animated Avatars, Text to Speech software, Character Driven Communications and MetaTags etc. It is also interesting to look at how businesses manage Creativity, Information and Technology and make online business grow and prosper. How culture and trend can affect the developments of Interactive Marketing.Comparing between the traditional and the new media with the marketing strategies. The rise of internet marketing also raise issues that consumers are concern in areas on Privacy and Security. Providing a space to rethink on laws, regulations, limitations and constraints for the developments of interactive Marketing online. Other areas to look from Internet Marketing strategies includes areas in:
1. Albert, T.C.and Sanders, W. B. 2003. E-Business Marketing. New Jersey: Prentice Hall. ISBN 0130352918.
This book provides a theory and practice approach to discover Marketing in the electronic environment. It provides a better understanding of the role of internet in Marketing. The book comprises of 14 chapters, organized into three sections. Section I, Chapter 1 – 4 covers overview of E-Business Marketing, transformation and the internet’s impact on the Marketing Mix, the value bubble internet marketing process and an adapted communication model for the electronic environment. Section II, Chapter 5 – 12 is base on case studies on real companies’ e-business challenges and opportunities. Further identifying with the e-business marketing in the area of integrated marketing communications, brand management, competitive strategies, pricing, services marketing, channel management and new product development. Section III, Chapter 13 – 14 thus look at the evaluation methodology and research in E-commerce, concluding with further extension of the concept of customization and online research.
2. Gauntlett, D. 2000. Web Studies: Rewiring media studies for the digital age. New York: Oxford University Press Inc. ISBN 0340760494.
This is a book that explores the ways in which people, organizations and companies are using the Web as a form of communication. It provides an introduction and functions about the Web. Looking at everyday Web life, art and culture, Web Business and global Web communities, politics and protest, it provides theories and methods of cyber culture studies. Chapter 12 on Web business highlights on the Web’s commercial future, exploring the space of consumerism shift from public to private on the Internet. Follow on, Chapter 13 explores Global Capitalism and internet communication tools such as search engines and portals. It provides further analysis in Virtual Capitalism which consists of Monopoly Capital, Marketing and Information Highway, hence the article argue that the internet will fail to produce a perfect market place.
3. Hanson, W. 2000. Principles of Internet Marketing. Ohio: South – Western College Publishing. ISBN 0538875739.
Through organized view of the reflective changes in marketing brought by the Internet, this book provides an intense fundamental of the Principles Internet Marketing. The book discuss on the revolution of businesses, one way communication is over and it is shifting to the balance power from habitual organization to the individual of consumer. Comprising of four parts, Part I of the Book encompasses five chapters that gives an intense introduction on the framework for Internet Marketing. Part II expresses the online marketing themes base on E-commerce. Part III, Implementation and Organization, works on case study of K-Tel internet marketing plan. This section demonstrates the organization of the Net, underlining the margins of Internet Marketing base on strategic as well as real-time legal issues and law.
4. Urban, G.L. 2004. Digital Marketing Strategy: Text and Cases. New Jersey: Prentice Hall. ISBN 0131831771.
This book consists of six parts. Part I introduces to the origins of Web. Part II, Understand Customer Needs and Behavior. Part III, Formulate A Strategy to Fill Needs. Part IV, Implement Effectively and Efficiently. Part V, Build A Trusting Relationship with Customers and Lastly, Part VI, The Future of Digital Marketing. Particularly in Part VI, Chapter 17, The Future of Digital Marketing, it highlights on Marketing Structural Changes. The discussion on All Marketing is Digital Marketing, it confer about the rise of consumer power and the rise of trust, the fall of the untrustworthy of marketing in electronic environment. This chapter provides rethink of the impact of digital technologies and issues arise from the future of digital marketing. These matters evolve application of digital technologies to more aspect of personal to business life. Application comes around new challenges to individuals, businesses and governments. Chapter thus explores issues that include continued adoption, privacy, security, reliability and payments questions.
5. Williams, M. 1997. Interactive Marketing: Building Loyalty One to One. 2nd ed. Sydney: Prentice Hall. ISBN 0724806334.
This book illustrates the best marketing techniques into fully integrated, offer driven campaigns of great power and effectiveness in businesses. Particularly in Chapter 9, the author discusses the arrival of interactive media, driving marketing towards a new communications environment. It highlight on the internet is much more than a communication system. Highlighting the impact of this new interactive communication channels poses change in consumers’ consumption of information, from passive to proactive recipients. Base on understanding the implications, a checklist of what the web site should consist was build upon to emerge a competitive business online.
6. Henry, P. (2001). Evaluating implications for new media and information technologies. The Journal of Consumer Marketing. 18(2), 121-133.
Evaluating the implications for new media and information technologies through exploring the human fundamentals of how human process information with the explosion of electronic media. This article evaluates the future implications of new media and Information technologies appearing in the era of new information economy. The author challenges the need of understanding how consumers use information and drawn on his learning from understanding of human need for intimate social interaction, group acceptance and group conformity to question the future growth of virtual communities and expansion in the range of media programming content. His discussions involves in information explosion in the era of new information economy how about consumers go making decision through the use of short cuts, price as an indicator of quality, new media environment and social influences. The author’s discussion on “Making ideas stick – the job of the marketer�? is interesting to answer the rise of internet marketing. As he points out that online business need to take note of consumer behavior in virtual world in order for businesses to success online and not letting new media taking off. He also highlight on strong presence of online business in online or offline world need to be maintained such that new media shall enhance human experience, support social and emotional interaction as well as producing direct benefits to ordinary people that online businesses will succeed.
7. Hoffman, D. L., Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing. 60(3), 50.
This article examines the role of marketing in hypermedia computer-related environments (CME). It is base on the approach of considering CMEs as a large-scale networked environments as well as analysis of World Wide Web on the internet as the first and current global implementation. Thus develop from pointing out the marketing implications through a series of research issues. The article begins with an introduction of the communication and commercial perspective of the World Wide Web. It also introduces Hypermedia Computer-Mediated Environments by comparison with a model of traditional Marketing communication model for mass media. From the flow of the Hypermedia Computer-Mediated Environments built, the article hence addresses 15 issues, in the area of “The Process Model�?, “Consumer Heterogeneity and Flow in CMEs�?, “Experiential and Goal-Directed Behavior in a CME�? and “The Consequences of Flow�?. In addressing these issues that the author discusses hypermedia CME, the new medium represents the environment for marketing activities opportunity to take place for customer interaction.
8. III, I. C. (2001). Internet marketing: Metatags may create trademark liability. Academy of Marketing Science. Journal, 29(2), 204-205.
This article analyses the emergence of the internet as a form of a commercial tool and discusses the rapid changes of traditional marketing methods. It build on the boom of using World Wide Web to establish Websites for marketing goods as well as services and highlight the issue on fairness competition among companies. Base on case study of using trademark in Metatags for marketing products or services of the corporate web sites, the article gives a brief introduction of what is Metatags, how it function and how it create opportunities for companies to compete unfairly. This article hence gives an overview concern on the ethics as well as the regulations of internet marketing for the online businesses.
9. Lynn, G. S., Maltz, A. C., Jurkat, P. M. & Hammer, M. D. (1999). New media in marketing redefine competitive advantage: a comparison of small and large firms. The Journal of Services Marketing. 13(1), 9-20.
Small firms are adopting new media technologies benefits to stay competitive with the bigger firms. This article gives an in depth account of the new direction of marketing with the growth of New Media. It provides the view by looking at how traditional marketing strategies and current new strategies differs and changes as time goes by comparing between the small and the large firms approach of Marketing to the consumers.
10. Rust, R. T., Oliver, R. W. (1994). Video dial tone. The Journal of Services Marketing. 8(3), 5.
This article gives an introduction to Video Dial Tone (VDT), how it functions as a revolution in wide-area interactive multimedia communication. It gives a technical background of the service as well as discuss about the emerging services arises to offer a new transformation in business environment especially in marketing. With the implementation of VDT, the article looks at the area of marketing base on marketing strategies and consumer power. It also looks at the regulatory issues of the new technology service. Hence concluding to summarize Businesses need to rethink the marketing strategies base on a comparison with the traditional media versus new media. Arising to also conclude marketing strategies in current new information economy era, advertising in business will be less emphasized as compared to customer service, customer satisfaction, relationship management and complaint handling in the environment of VDT.
11. Roth, M. S. (1998). Customization and privacy. Marketing Management, 6(4), 22.
This article raises the important issues of customization and privacy from database as well as web marketing, It gives three various methods of how about companies gather consumer information who surf their Web sites. The methods are firstly through registration at Web sites, secondly identify web visitors from their location which can be found in their e-mail or IP addresses. Lastly the use of “cookies�?, where data written to a file on the user’s hard disk when they are visiting a Web site. The methods used to obtain user information hence came about concern in addressing “How can firms draw a line between the quest for customization and superior service vs. breach of privacy?�?
12. Sultan, F. and Rohm, A. J. (2004). The evolving role of the Internet in marketing strategy: An exploratory study. Journal of Interactive Marketing. 18, 2;
This research article draws on exploratory study of three case studies, involving interviews with manufacturing companies from Reebok International, Saturn and AB Dick. The key objective of the research is to find the factors for the evolution of Internet Marketing strategies. The article builds on initial study of past and present perspective on firm’s Internet use. This includes the study at two periods of internet use. Firstly, an initial phase characterized by high expectations of the benefits to be derived from firms’ adoption of the internet. Secondly, a latter phase in which these expectations have given way to reality. Four primary perspectives were emerged and they are “Business Internet use and adoption�?, “Value chain efficiency�?, “Trust and customer relationships�? and “Communication and branding initiatives.�? Using the above themes, it derives the need for research to investigate the evolution of firms’ internet use as a marketing medium over time.
13. Interactive Marketing Research Organization. (2001). Interactive Marketing Research Organization on-line: Business research website. http://www.imro.org/.
This is a website that belongs to IMRO, Interactive Marketing Research Organization. It is a non-profit, educational organization that was established in January 2001. The organization conducts constant research and is active in researching on individuals who are active in the use of the internet and Computer-assisted methods for conducting marketing research. The organization main goal was to emphasize on the importance of online ethics, which is also the most useful information. Code of Ethics and Charter by Law as classified by the organization states the rules and regulations of ethical research practices. It explains the ethical implications of how information is being process in the virtual space for marketers to conduct their research. It also highlights on concerns of information being process and deliver to 3rd Party considerations. This also concludes research into the potential for misuse by unauthorized personnel, leading particularly in consideration of the privacy rights of individuals.
14. Interactive Advertising Bureau. (2005). Interactive Advertising Bureau online: Interactive Media Association website. http://www.iab.net/.
This website is founded by Interactive Advertising Bureau (IAB). It is an association dedicated to help online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues. The website constructs into eight sections with categories on “IAB Informer�?, “About IAB�?, “Committees�?, “Interactive and Creative�?, “Standards & Guidelines�?, “Events�?, “Resources & Research�? and “News�?. It is under the category “Standards & Guidelines�? that provides detailed organized guidelines from Ad campaigns Measurement & Audit, Ad Unit, Broadband Ad Creative, Email, List of Spiders & Robots, Pop-Up, Privacy, Rich Media, Universal Package and Terms and Conditions of use. It is through such standards being drafted that allow publishers, marketers and agencies an ease of fostering in the electronic environment.
15. Oddcast Inc. (1999). Oddcast online: e-Business Solutions website. http://www.oddcast.com/home/.
Oddcast is a website that provides interactive marketing solutions. It creates and markets conversational character products. These products use technology like animated avatars and text to speech communication. All Oddcast’s products are Web-based and ASP-hosted and can be delivered to any device such as PC’s, CD-ROMs and mobile devices. The company main objective is to provide robust, easy to learn, end to end solution that enables organizations to sign up, design and program interactivity in existing e-marketing and e-learning platforms all within a single platform. The site provides sample successful corporate Web sites links that uses their products. Thus concluding to provide a better overview of how interactivity can be used to boost online businesses.
Sishi Foo 04:07, 12 Aug 2005 (EST)
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