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65 Cards in this Set

  • Front
  • Back
Past, Present, Future
.

The internet is ...

a global network of interconnected


networks

There are three types of access to the internet:

Public internet


: Most internet use today



Intranet


: network that runs internally in an


organization (SharePoint, Google Drive, D2L)



Extranet


: two or more joined networks that


share information (Transactional - Airlines)

E-business

is the optimization of a company’s


business activities using digital technology

E-commerce

is the subset of e-business focused on


transactions

E-marketing

is the result of information technology


applied to traditional marketing.

Digital Marketing

is becoming more common


term

E-Marketing Is Bigger than the Web



The Web is..

the portion of the internet that


supports a graphical user interface for hypertext


navigation with a browser



- what most people think about when they think of the internet



- Electronic marketing reaches far beyond the Web.



- ** Extensive use for data sharing and transfer.

Individuals:

The internet provides


individual users convenient and continuous access to information,


entertainment, networking, and shopping.

Communities


form around shared photos (Flickr),


videos (YouTube), individual or company profiles


(Facebook), and interests (LinkedIn groups).

Businesses

The digital environment enhances


processes and activities for businesses.

Societies

and economies are enhanced through


more efficient markets, more jobs, information


access, communication globalization, and more.

E-Marketing’s Past

The internet started in 1969 as the ARPANET, a


network for academic and military use


-Web pages and browsers appeared in 1993


-The first generation of e-business was like a gold


rush - Dot-Com Boom

E-Dorp

Gartner predicted that the


e would drop, making e-business just business and e-marketing just marketing



- Nevertheless, e-business will always have its unique models, concepts, and practices

The e-marketing landscape is changing rapidly


due to consumer-generated content, mobile internet access, social media and disruptive technologies

Web 2.0

Web 2.0 technologies connect people with each


other through social media



- Power shift from sellers to buyers.


- Consumers trust each other more than companies.


- Market and media fragmentation.

Other Opportunities And Challenges


In Web 2.0

- Online sales current equal


6.6%+ of all retail sales


-Improved online and offline


strategy integration.


-Decline of print media


-Website and user


experience improvements


The Future: Web 3.0

Sir Tim Berners-Lee, coinventor of the World Wide Web, working on technology to organize online data for greater user convenience - semantic Web --- BUILT ON MEANING



The value of the semantic Web is information on


demand



EX: Pinterest "Picked for you" content



Experts believe the semantic Web will become a


reality over the next decade

chap 2 objectives

Explain the importance of strategic planning,


strategy, e-business strategy, and e-marketing


strategy.



Identify the main e-business models at the activity,


business process, and enterprise levels.



Discuss the use of performance metrics and the


Balanced Scorecard to measure e-business and e-


marketing performance.



Enumerate key performance metrics for social


media communication.

The Amazon Story

The Amazon Story



Founded in 1995 as an online retailer.


–Did not become profitable until Q4 2001


Leveraged its competencies into different e-business models.


Founder and CEO Jeff Bezos is not interested in


expanding to the physical world.



–Core business is online retailing, “everything store.”


–Established e-commerce partnerships.


–Developer services provider.


–Content provider.


–Created the first affiliate program.


–Recent Washington Post acquisition.

Strategic Planning

The process of developing and maintaining a


strategic fit between the organization’s goals


and capabilities and its changing market


opportunities

Process of Strategic Planning identifies firm’s goals for:

–Growth


–Competitive position


–Geographic scope


–Other objectives, such as industry, products,


channels, etc.

ESP: Environment, Strategy,


and Performance

The ESP model illustrates the relationships among environment, strategy, and performance



A SWOT analysis of the business environment(E) leads to the development of strategy(S) and the measurement of performance (P)

Performance metrics

... are designed to evaluate


effectiveness and efficiency of e-business and e-


marketing operations.

ESP model focuses on


strategy and performance

Strategy is the means

to achieve a goal

E-business strategy

Deploys enterprise resources to reach


performance objectives and create competitive


advantage.

E-marketing strategy

Capitalizes on information technology to reach


defined objectives.



Database marketing, social media, digital data

An e-business model is

... a method by which


the organization sustains itself in the long


term using information technology


-which


includes its value proposition for partners and


customers as well as its revenue streams.

Strategic Plan Rationale

Must explain why specific objectives and


strategies are chosen



-Can it be justified by the following:


•Financial


- ROI


•Operational


- Capacity, staff and ability


•Strategic


- Fit with mission, vision, values


•Technical


- Expertise to implement?

Components of Business Model Selection Process

Customer value


Scope


Price


Revenue sources


Connected activities


Implementation


Capabilities


Sustainability

Activity-Level E-Business Models

1.


Online purchasing


2.


Order processing


3.


E-mail


4.


Content publishing


5.


Business intelligence (BI)


6.


Online advertising and public relations (PR)


7.


Online sales promotions


8.


Pricing strategies


9.


Social media communication


10.


Search marketing

Customer relationship


management (CRM)

managing the bridge between consumer and company

Freemium

a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods.

E-commerce

refers to online transactions: selling


goods and services on the internet

Social commerce

uses social media to facilitate


online sales.

Direct distribution

is when manufacturers sell


directly to consumers.

Content sponsorship

a form of e-commerce in


which companies sell advertising on their Web

A portal

is a point of entry to the internet that combines diverse content from many sources

Social network sites

are those that bring users


together to share interests and personal or


professional profiles

Online brokers

are intermediaries who assist in the


purchase negotiations without actually representing


either buyers or sellers.

Manufacturer’s agents

represent more than one


seller.

Purchasing agents

represent buyers.

Pure plays

..are businesses that began on the


internet.



Pure plays face significant challenges.



They must compete as new brands.



They may need to take customers away from


established businesses.

Performance metrics

are specific measures


designed to evaluate the effectiveness and


efficiency of operations, online and offline



Provide


measurable outcomes


.



Must be


easy to understand and use


.



Must be


actionable


.



Can motivate employees to


make decisions


that lead to desired outcomes


.

Web analytics

the e-marketing term for the


study of user behavior on Web pages

Metrics measure activities such as

Click throughs from advertising.



Page views.



Number of comments posted on a blog.



Number of fans on a company Facebook page.



Conversions to sales.

Data for Web analytics are collected in


several ways

Website server logs



Cookie files



Page tags



Geolocation

The Balanced Scorecard

provides a framework


for understanding e-marketing metrics.

The Balanced Scorecard provides 4


perspectives.

Customer


perspective



Internal


perspective



Learning and growth


perspective



Financial


perspective

The customer perspective

The customer perspective scorecard includes ways


to measure goals such as


customer satisfaction,


engagement and retention

The Internal perspective

The Internal perspective includes ways to


measure


goals related to the quality of online


services and measures for the entire supply


chain


.

The learning and growth perspective

The learning and growth perspective scorecard


includes


human resources, product innovation


and continuous improvement of marketing


processes


.

The financial perspective scorecard

The financial perspective scorecard includes ways to measure financial goals such as sales, profits and return on investment (ROI)

Action & Innovation Metrics

Action metrics



Click-through to an advertiser’s site.



Contact form completion or registration.



Event attendance.



Purchase.



Innovation metrics



Number of ideas shared.



Trend spotting.

Overview of Global


E-Marketing Issues

Users from other countries, speaking


languages other than English, will dominate


the Web.



-e-readiness profile significantly


influences marketing strategy and tactics

Four countries represent the power and


opportunity in emerging markets:

Brazil, Russia, India and China (BRIC)

next group


of emerging market


economies includes

Colombia, Indonesia,


Vietnam, Egypt, Turkey and South Africa


(CIVETS)

Market Similarity:

Marketers often choose foreign


markets that have characteristics similar to their


home market


for initial entry.

CAGE (culture, administration, geography,


economic)

framework helps e-marketers evaluate similarities and differences between markets

Diaspora Communities

When people leave their home country they may


become part of a


diaspora community


and


want to


maintain relationships with their homeland

Market convergence

in which markets become more similar over time, can be expedited by the Web

Wireless internet Access:


Mobile Phones

In 2012, over half of the world’s population


had at least one handset (4.3B users)



Challenges of wireless e-marketing:



Modification of content for small screens



Text entry using tiny keypads >> voice



Content development



Pricing and secure payments



mobile


consumer behavior differs from desktop or


laptop consumer behavior

“digital


divide.”

The division between those who have access to


information and those who don’t is termed “digital


divide.”

Social Networking

82% of the world’s 1.2 billion online consumers


reported using at least one social networking site


when online