E-Marketing & E-commerce Marketing in the Digital Age Lecture 1
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E-Marketing & E-commerce
Marketing in the Digital Age
Lecture 1
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E-commerce
E-commerce is defined "as the process of buying, selling, or
exchanging products, services, or information via computer networks, including the Internet" (Turban et al., 2008).
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What is E-commerce?
• E-commerce or e-business is based on the electronic processing and transmission of data, including text, sound, and video.
• E-commerce as it is commonly known is the use of technology to conduct financial transactions online.
• E-commerce can occur within and between three basic participant groups – business, government, and individuals.
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There are a number of issues affecting e-commerce
1. Taxation 2. Security 3. Privacy 4. Profitability 5. Content 6. Participation in new international
standards development
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E-Marketing DomainsE-Marketing Domains
E-Commerce Domains
Targeted to Targeted to consumersconsumers
Initiated by Initiated by businessesbusinesses B2CB2C
Targeted to Targeted to businessesbusinesses
Initiated by Initiated by consumersconsumers C2CC2C C2BC2B
B2BB2B
Goal 3: Be able to describe the four major e-commerce domains
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E-commerce Market Models
1. Business to Business (B2B)2. Business to Customer (B2C)3. Customer to Business (C2B)4. Customer to Customer (C2C)
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E-Commerce Domains
B2C B2B C2C C2B
Online consumers Now more mainstream
and diverse• Has created new e-
commerce targeting opportunities
• Online behavior differs by age
Online consumers differ from traditional off-line consumers
• They initiate and control the exchange process
• Value information highly
Major DomainsMajor Domains
Goal 3: Be able to describe the four major e-commerce domains
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E-Commerce Domains
B2C B2B C2C C2B
Open trading networks E-marketspace
bringing sellers and buyers together
Private trading networks Links sellers with their
own trading partners
Major DomainsMajor Domains
Goal 3: Be able to describe the four major e-commerce domains
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E-Commerce Domains
B2C B2B C2C C2B
C2C web sites help consumers exchange goods or information
eBay is one exampleBlogs
Allows interchanges of information for special interest groups
Highly credible for advertisers
Major DomainsMajor Domains
Goal 3: Be able to describe the four major e-commerce domains
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E-Commerce Domains
B2C B2B C2C C2B
Allow consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase terms
Ex: Priceline.comSome sites facilitate the feedback process between customers and companies
Ex: Planetfeed.com
Major DomainsMajor Domains
Goal 3: Be able to describe the four major e-commerce domains
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Major Forces Shaping the Digital Age
Digitalization and Connectivity The flow of digital information
requires connectivity • Intranets, Extranets, and the Internet
The Internet Explosion Key driver of the digital age Using the Web to find information
on major life decisions
Goal 1: Identify forces shaping the digital age
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Major Forces Shaping the Digital Age
New Types of Intermediaries The click-and-mortar business model
has been highly successful
Customization Firms are individualizing their
products, services, messages and media
True customization is when a consumer designs their own offering or product
Goal 1: Identify forces shaping the digital age
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Marketing Strategy in the Digital Age
E-business: Uses electronic means and
platforms to conduct business.
E-commerce: Buying and selling processes
supported by electronic means.
Goal 2: Understand how companies have responded to the Internet
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Marketing Strategy in the Digital Age
E-marketing: Includes efforts that inform,
communicate, promote, and sell products and services over the Internet.
E-commerce benefits both buyers and sellers
Goal 2: Understand how companies have responded to the Internet
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Marketing Strategy in the Digital Age
Buyer Benefits of E-Commerce: Convenience Easy and private Greater product access/selection Access to comparative
information Interactive and immediate
Goal 2: Understand how companies have responded to the Internet
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Marketing Strategy in the Digital Age
Seller Benefits of E-Commerce: Relationship building Reduced costs Increased speed and efficiency Flexibility Global access, global reach
Goal 2: Understand how companies have responded to the Internet
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E-marketing
“Moving elements of marketing strategies and activities to a computerized, networked environment such as the Internet. It is the strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools "
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Internet Marketing or Digital Marketing
Mohammed et al (2001) describes internet marketing as "the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties ".
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Setting up for E-Marketing
Corporate websites Build goodwill and
relationships; generate excitement
Marketing websites Engage consumers
and attempt to influence purchase
Website design 7 C’s of effective
website design
OptionsOptions
Creating websitesPlacing online ads and promotionsCreating or using Web communitiesUsing E-mail
Goal 4: Understand how companies use e-commerce to deliver value
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Online forms of ads and promotions
Banner ads/tickers Content sponsorships Viral marketing
Future of online ads
Creating websites
Placing online ads and promotions
Creating or using Web communities
Using E-mail
Setting up for E-Marketing
OptionsOptions
Goal 4: Understand how companies use e-commerce to deliver value
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Web communities allow members with special interests to exchange views
Social communities Work-related
communitiesMarketers find well-defined demographics and shared interests useful when marketing
Creating websites
Placing online ads and promotions
Creating or using Web communities
Using E-mail
Setting up for E-Marketing
OptionsOptions
Goal 4: Understand how companies use e-commerce to deliver value
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E-mail marketing Key tool for B2B
and B2C marketing
Spam is a problem
Creating websitesPlacing online ads and promotionsCreating or using Web communitiesUsing E-mail
Setting up for E-Marketing
OptionsOptions
Goal 4: Understand how companies use e-commerce to deliver value
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Promise and Challenges of E-
CommerceThe Promise of E-Commerce
Online marketing will become a successful business model for some companies
The question is “how,” not “whether,” to deploy Internet technology
The Internet should be used as one approach or tool in the fully integrated marketing mix
Goal 5: Realize the promise and challenges of e-commerce
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Promise and Challenges of E-
CommerceChallenges: The Web’s Darker Side
Few B2C companies are profitable• Limited exposure, skewed demographics• Navigating the Web is often problematic
Challenge: Legal and Ethical Issues Online privacy and security concerns Internet fraud, the digital divide, access
by vulnerable or unauthorized groups
Goal 5: Realize the promise and challenges of e-commerce
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