Chapter 4

E-Business / E-Commerce Marketing in the Digital Age

WHAT IS E-BUSINESS?

• E-business (E-Commerce) Targeting customers by collecting and analyzing business information, conducting customer transactions, and maintaining online relationships with customers.

• E-marketing Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools.

• Digital Tools: 

CAPABILITIES AND BENEFITS OF E-MARKETING

TYPES OF BUSINESS WEB SITES

• Corporate Web site Site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties.

• Marketing Web site Site whose main purpose is to increase purchases by visitors.

B2B E-MARKETING

• Business-to-business (B2B) e-marketing Use of the Internet for business transactions between organizations.

• Accounts for 90 percent of all e-business activity.

• Accounts for 10 percent of all B2B transactions.

• Business-to-consumer (B2C) e-marketing Selling directly to consumers over the Internet. Also called e-tailing.

• Shopping & Informational Sites

ONLINE SHOPPING AND B2C E-MARKETING

• Business-to-consumer (B2C) e-marketing Selling directly to consumers over the Internet. Also called e-tailing.

• Service providers such as banks are an important segment of e-tailing.

• Two types of B2C Web sites

• __________ sites

• __________ sites

USING THE WEB’S COMMUNICATION FUNCTION

ONLINE BUYERS AND SELLERS

• Demographics of customers are changing as Internet penetration grows.

MANAGING A WEB SITE

DEVELOPING SUCCESSFUL WEB SITES

MEASURING WEB SITE EFFECTIVENESS

Click-through rate Percentage of people presented with a banner ad who click on it.

Conversion rate Percentage of visitors to a Web site who make a purchase.