Business concepts in e-commerce Unit 4

E-Commerce Unit IV (Notes in Detail)

Digital Commerce Marketing

Advertising strategies and tools

Internet Marketing Technologies

Social Marketing

Mobile Marketing

Location based Marketing

Ethical, Social, and Political Issues in E-Commerce

UNIT IV BUSINESS CONCEPTS IN E-COMMERCE

Digital Commerce Marketing and Advertising strategies and tools – Internet Marketing Technologies – Social Marketing – Mobile Marketing – Location based Marketing – Ethical, Social, Political Issues in E-Commerce

BUSINESS CONCEPTS IN E-COMMERCE

Electronic commerce or e-commerce refers to a wide range of online business activities for products and services. ^[1] It also pertains to “any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact.” 

E-commerce (electronic commerce) is the buying and selling of goods and services, or the transmitting of funds or data, over an electronic network, primarily the internet.

These business transactions occur either as business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer or consumer-to-business.

Digital Commerce Marketing and Advertising strategies and tools

Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.

As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace.

Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.

However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. 

In the 1990s, the term Digital Marketing was first coined. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, or example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. 

Digital advertising strategies and tools

The term advertising strategy refers to a brand's long-term plan to reach their target audience. A marketing strategy encompasses products and pricing offered, as well as brand marketing and the promotion of products. The term advertising strategy refers to a brand's long-term plan to reach their target audience. A marketing strategy encompasses products and pricing offered, as well as brand marketing and the promotion of products.

The use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.

Broadly speaking, marketing tools refer to tools, techniques, or strategies used to help develop, improve, and promote a business's products and services. You're probably familiar with some of the more commonly used tools for marketing, such as: Email, Social media, Billboards.

Building brand awareness may involve such methods/tools as:

Search engine optimization (SEO)

SEO means Search Engine Optimization and is the process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.

Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.

Search engine marketing (SEM)

Search engine marketing (SEM) is a method of promotion and advertising to help companies' content rank higher among search engine traffic. Like search engine optimization (SEO), search engine marketing helps companies improve the way content is ranked by search engines.

SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.

33% of searchers who click on paid ads do so because they directly respond to their particular search query.

Social media marketing

Social media marketing (SMM) is the use of social media platforms to interact with customers to build brands, increase sales, and drive website traffic. Interacting with consumers all the time, emphasizing content and interaction skills. The marketing process needs to be monitored, analyzed, summarized and managed in real-time, and the marketing target needs to be adjusted according to the real-time feedback from the market and consumers. 

70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams. As of 2021, LinkedIn has been added as one of the most-used social media platforms by business leaders for its professional networking capabilities.

Content marketing

56% of marketers believe personalization content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.

Influencer marketing

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. 

Data-driven advertising 

Data-driven advertising means using automation, AI, and machines to mechanize and scale the delivery of communications or messages to customers on a 1-to-1 level. It takes into account all of the data you have about customer behavior and applies it for more meaningful interactions.” Data-driven advertising means using automation, AI, and machines to mechanize and scale the delivery of communications or messages to customers on a 1-to-1 level. It takes into account all of the data you have about customer behavior and applies it for more meaningful interactions.”

Users generate a lot of data in every step they take on the path of customer journey and brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' data can be collected from digital channels (e.g.: when the customer visits a website, reads an e-mail, or launches and interact with a brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets.

Remarketing 

Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speaks, they have either searched for particular products or services or visited a website for some purpose.

Game advertising  

Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

Tourism marketing

Tourism marketing is the act of marketing your product or service to a consumer who is taking a trip outside his/her usual environment for less than a year, for a purpose other than employment (business, leisure or other personal purpose). This type of consumer is considered a visitor or tourist.

Internet Marketing Technologies

Internet marketing is the promotion of a company and its products or services through online tools that generate leads, drive traffic, and boost sales. Also called online marketing or digital marketing, internet marketing relies on digital channels to distribute promotional messages.

There are five main types of marketing technology: 

Advertising

Analytics

Content management

Customer relation management (CRM)

 Social media

The standard tools of MarTech include email, social media, CRM, analytics, and team collaboration software.

Marketing technology, or MarTech, is a term that refers to the various tools and technologies that businesses use to automate, streamline, and optimize their marketing efforts.

The methods and techniques used for online marketing include 

Email campaigns

Social media

Advertising

Search engine optimization (SEO) and more.

The objective of marketing is to reach potential customers through the channels where they already spend their time reading, searching, shopping and socializing online.

Social Marketing

Social media marketing (also known as digital marketing and e-marketing) is the use of social media—the platforms on which users build social networks and share information—to build a company's brand, increase sales, and drive website traffic.

The term “social marketing” refers to the adoption of commercial, promotional technologies into programs that are intended to influence the response of target audiences to improve both the individuals’ well-being and the well-being of the community in which they belong.

 

Mobile Marketing

Location based Marketing

Ethical, Social, and Political Issues in E-Commerce