1 4. E-Commerce & Marketing. 2 Internet & Marketing Four functions of Internet: –Communications (e.g., ) –Information E-bulletin boards (announcements),

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Presentation transcript:

1 4. E-Commerce & Marketing

2 Internet & Marketing Four functions of Internet: –Communications (e.g., ) –Information E-bulletin boards (announcements), search marketing, newsgroups (two-way discussion), blogs, podcasts –Entertainment –E-commerce Business to business & business to consumer

3 Electronic Commerce B2B e-commerce –Electronic exchanges →Web-based e-procurement applications –Extranets → private exchanges –Electronic data interchange (EDI) Early application Web services have resolved early OS incompatibility issues Exchange of invoices, purchase orders, price quotes, etc., between buyer and seller computers B2C e-commerce –Electronic storefronts –Auctions & reverse auctions Security issues –Encryption Esp. through Secure Sockets Layer (SSL) technology –Verifies identity of senders & receivers in e-transactions Electronic cash –Electronic signatures –Payment methods (e.g., smart card, electronic wallet)

4 Setting Up a Website Considerations: –Identification of company goals for Website Transactional (shopping) Website Promotional (informational) Website Determines necessary content –Site creation & maintenance In-house vs. contracting Hosting External & internal links –Naming Website Site name + domain name Most names are in “.com” domain –Driving traffic to Website: banner & pop-up ads –Measuring effectiveness: click-through rate & conversion rate