1. E-Business / E-Commerce Marketing in the Digital Age
Chapter 4
E-Business / E-Commerce Marketing in the Digital Age

2. 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: 
Examples:
• Researching computer printers on CNet.com and then placing an order at Newegg.com.
• Legally downloading music and videos from Apple Computer’s iTunes Web site.

3. CAPABILITIES AND BENEFITS OF E-MARKETING

4. 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.
• Corporate Web site Site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties.
• Purpose is to build customer goodwill and assist channel members in their marketing efforts.
• Marketing Web site Site whose main purpose is to increase purchases by visitors.
• Many try to engage visitors in interactions that move them closer to a desired marketing outcome.

5. 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
• Electronic data interchange—computer-to-computer exchanges of price quotations, purchase orders, invoices, and other sales information between buyers and sellers.
• Web services—Internet-based systems that allow parties to communicate electronically with one another regardless of the computer operating system they use.
• Extranets—secure networks used for e-marketing and accessible through the firm’s Web site by external customers, suppliers, or other authorized users.
• Private exchanges—secure Web site at which a company and its suppliers share all types of data related to e-marketing, from product design through delivery of orders.
• Electronic exchanges—online marketplaces that bring buyers and sellers together in one electronic marketplace and cater to a specific industry’s needs.
• E-procurement—Web-based systems that enable all types of organizations to improve the efficiency of their bidding and purchasing processes.

6. 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
• Shopping sites such as Gap.com where customers can get product information and make purchases online.
• Information sites such as Toyota.com where customers can get product information but cannot make purchases online.

7. USING THE WEB’S COMMUNICATION FUNCTION
• Web has four main functions: e-business, entertainment, information, and communication.
• Communication is Web’s most popular function.
• Firms use to communicate with customers, suppliers, and other partners.
• Spam Popular name for junk .
ONLINE COMMUNITIES
• Internet forums, newsgroups, electronic bulletin boards, and Web communities that appeal to people who share common interests.

8. ONLINE BUYERS AND SELLERS
• Demographics of customers are changing as Internet penetration grows.

10. MANAGING A WEB SITE
DEVELOPING SUCCESSFUL WEB SITES

11. 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.