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Digital Business and E-Commerce Management

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1Digital Technologies'a technology that changes the bases of competition by changing the performance metrics along which firms compete.'
2Inbound Marketingdescribes the use of integrated content, social media and search marketing to influence consumers as they select products, referred to as the Zero Moment of Truth
3Zero Moment of TruthA summary of today’s multichannel consumer decision‑ making for product purchase where they search, review ratings, styles, prices and comments on social media before visiting a retailer.
4Content Marketingthe management of text, rich media, audio and video content aimed at engaging customers
5Search Marketingcompanies seek to improve their visibility in search engines for relevant search terms by increasing their presence in the search engine results pages
6Social Media Marketingmonitoring and facilitating customer-to-customer interaction and participation throughout the web to encourage positive engagement with a company and its brands
7m-Commerceelectronic transactions and communications conducted using mobile devices, with a wireless connection
8Buy Side e-Commerceinvolves all electronic business transactions between an organisation and its suppliers
9Sell‑Side e‑Commerceinvolves all electronic business transactions between an organisation and its customers
10e-Business (similar Digital Business)the transformation of key business processes through the use of Internet technology
11IntranetA private network within a single company using Internet standards to enable employees to access and share information using web publishing technology
12ExtranetIf access to an organisation’s web services is extended to some others (e.g., suppliers, customers and collaborators), but not everyone beyond the organisation, this is an extranet
13Five types of Sell-Side e-Commerce1. Transactional e-Commerce
2. Services-oriented relationship-building
3. Brand-building sites
4. Publisher or media
5. Social network
14Transactional e-Commercethe main business contribution of the site is through the sale of products
15Services-oriented relationship-buildingProvide information to stimulate purchase and build relationships, particularly where products are not suitable for sale online
16Brand-buildingProvide an experience to support the brand and products are not typically available online
17Publisher or mediaProvide information, news or entertainment about a range of topics
18Social network sitesThe influence of SNS on company and customer communications forms a separate category
19Digital Marketingmanagement and execution of marketing using electronic media and mobile media in conjunction with digital data about customers
20Paid Mediabought media where there is investment to pay for visitors, reach or conversions through search, display advertising networks or affiliate marketing
21Earned Mediapublicity generated through e.g., Word-of-Mouth targeting influencers to increase awareness about a brand
22Owned Mediamedia owned by the brand in both online and offline (company’s own websites, blogs, email list, mobile apps or their social presence on SNS, brochures or retail stores)
23six types of digital media channels1. Search Engine Marketing
2. Online PR
3. Online Partnerships
4. Interactive Advertising
5. Opt-in Email Marketing
6. Social Media Marketing
24SEOsearch engine optimisation is a structured approach used to increase the position of a company or its products in search engine
25Omnichannelreferences the importance of social media and mobile based interactions in informing purchase
26Multichannel Marketing Strategy [MMS]defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits
27Gaining online customers- Characteristics and behaviour
- What they value
- What keeps them loyal
- Delivering tailored, relevant web and email communications
28Web 2.0A collection of web services that facilitate interaction of web users with sites to create user generated content
29Supply Chain Management (SCM)is the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers
30Value chainis a model for analysis of how supply chain activities can add value to products and services delivered to the customer
31Value Networkmanage many interrelated value chains
32internal value chainwithin the boundaries of an organisation
33external value chainactivities which are performed by partners
34Benefits of Digital Business [main business drivers]1. Increased revenues [reach of a larger customer-base and encouraging loyalty]
2. Cost reduction
35Risks of Digital BusinessSome companies have invested in digital business without achieving the hoped-for returns, either because the execution of the plan was flawed, or simply because the approaches were inappropriate
36Benefits of Online ServicesContent
Customisation
Community
Convenience
37Barriers to Consumer Internet Adoption– No perceived beneﬁt
– Lack of trust
– Security problems (fears)
– Lack of skills
– Cost of access
38Question: Using smartphones or tables while watching TV, the process known asMulti-Screening
39Question: ------------------- is the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers.Supply Chain Management
40Question: ------- describes the different value-adding activities that connect a company’s supply side with its demand sideValue Chain
41Question: ------------ links between an organisation and its strategic and non‑strategicpartners.Value Networks
42Question: ---------- involves all electronic business transactions between an organisation and its customers.Sell-Side e-Commerce
43Question: --------- involves all electronic business transactions between an organisation and its suppliers.Buy-Side e-Commerce
44On the Internet, it is often the customer initiates contact and is seeking information through searching on a website, this is referred to as:Pull mechanism
45Question: ---- is the capacity to respond to the environmental opportunities and threats.Strategic Agility
46multi-screeningUsing smartphones or tablets
while watching TV
47Online intermediariesWebsites which help connect web users with content they are seeking on destination sites
48Situation analysiscollection and review of information about an organisation’s external environment and internal processes and resources in order to inform its strategies
49environmental scanningProcess to continually monitor the environment and events and responding accordingly
50Strategic Agilitycapacity to respond to the environmental opportunities and threats
(selecting the appropriate strategy)
51Click EcosystemDescribes the customer behaviour or flow of online visitors between search engines, media sites, other intermediaries to an organisation and its competitors
52Online Business Model- how a company will generate a profit
- core product or service value proposition
- target customers
53Revenue Model: Online Publisher and Intermediary• CPM (cost-per-thousand)
• CPC ( cost-per-click)
• CPA ( cost-per-acquisition)
• Transaction fee revenue
• Subscription access to content or services
54Canvas building blocks1. Value Proposition
2. Customer Segment
3. Customer Relationships
4. Channels
5. Key Partners
6. Activities
7. Resources
8. Cost Structure
9. Revenue Stream
55Digital Business Infrastructurehardware and the software applications
used to deliver services
[desktop and mobile platforms]
56Mobile Platforms C0mponents1. Mobile operating system and browser
2. Mobile applications
57Management Issues for Digital Strategy- Domain
- hosting services, including cloud providers
- SaaS (Software-as-a-Service) platform
58URLUniform (universal) resource locator(URL)
59Integrating of different applications through ERP (enterprise resource planning)– digital business applications must facilitate the integration of the whole supply chain and value chain
60Infrastructure as a Service (IaaS)hardware used to provide support for end-user applications is outsourced and paid for according to level of usage
61Semantic Webis a concept to improve upon the capabilities of the current World Wide Web
(meaning of words)
62Software as a Service (SaaS)providers are increasingly important as businesses look to reduce infrastructure costs and improve service delivery
63macro-environmental forces [SLEPT]1. Social factors
2. Legal and ethical factors
3. Economic factors
4. Political
5. Technological factors
64different factors that affect how many people actively use the Internet– Cost of access
– Value proposition
– Ease of use
– Security
– Fear of the unknown
65customers’ online buyer behaviour1. Research (Information acquisition)
2. Communication (Socialisation)
3. Surfing (Entertainment)
4. Shopping
66Variation in B2B1. Size of company (employees or turnover)
2. Industry sector and products
3. Organisation type (private, public, government, not-for-profit)
4. Division
5. Country and region
67Ethical issues e-commerce1. Privacy
2. Accuracy
3. Property
4. Accessibility
68Identity theftthe misappropriation of the identity of another person without their knowledge or consent
69IPRIntellectual Property Rights
70Gartner Hype Cycle1. Technology trigger
2. Peak of inflated expectations
3. Trough of disillusionment
4. Slope of enlightenment
5. Plateau of productivity
71Rapid variationtechnology requires constant monitoring of adoption of the technology by customers, competitors and appropriate responses
72different levels of strategy• Corporate strategy
• Business unit strategy
• Operational strategies
• Functional strategies
73Failure in Digital Business Strategy- Missed opportunities
- Inappropriate direction
- Limited integration
- Resource wastage
74Digital e-Channel StrategiesMultichannel strategy
Mobile Commerce strategy
Social Media strategy
Social CRM strategy
Supply Chain or (ERP) strategy
e-Procurement strategy
75Omnichannelreferences the importance of customer touchpoints on social media and mobile platforms
76strategy process modelprovides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of digital business strategy development
77PSA - Prescriptive strategy approachanalysis is used to develop a strategy, and it is then implemented (in other words, the strategy is prescribed in advance)
78ESA - Emergent strategy approachstrategic development and strategy implementation are interrelated
79micro-environmentincluding customer demand and behaviour, competitor activity, marketplace structure and relationships with suppliers, partners and intermediaries
80macro-environmentin which a company operates (this includes the social, legal, economic and political factors)
81benchmarkingIn the process of best practice benchmarking, management identifies the best firms in their industry, or in another industry where similar processes exist, and compares the results and processes of those studied (the "targets") to one's own results and processes
82SWOTHelps organisations analyse their internal resources in terms of strengths and weaknesses and match them against the external environment in terms of opportunities and threats
83Resource Analysis Human resources
 Financial resources
84Competitive Threats Michael Porter (1990)– Bargaining power of buyers
– Bargaining power of suppliers
– Threats of substitute products and services
– Barriers to entry
– Rivalry amongst existing competitors
85suppliers tool EDI (electronic data interchange)to process orders reducing cost and increasing supply chain efficiency
86mission and vision Business scope (where?)
 Unique competencies (how?)
 Values (why?)
87Digital business objectivesEfficiency is ‘doing the thing right’
Effectiveness is ‘doing the right thing’
88SMART FrameworkSpecific
Measurable
Actionable
Relevant
Time‑related
89ORConline revenue contribution
ORC states the percentage of company revenue directly generated through online transactions
908 key digital business strategic decisionsDecision 1: Digital Business Channel Priorities
Decision 2: Market and Product Development Strategies
1- Market Penetration
2- Market Development
3- Product Development
4- Diversification
Decision 3: Positioning Differentiation Strategies
Decision 4: Business, Service and Revenue Models
Decision 5: Marketplace Restructuring
Decision 6: Supply Chain Management Capabilities
Decision 7: Internal Knowledge Management Capabilities
Decision 8: Organizational Resourcing and Capabilities
91classic mistakes for igital business strategy Situation analysis
 Objective setting
 Strategy definition
 Implementation
92Digital Business Strategy Success Factors1. Content
2. Convenience
3. Control
4. Interaction
5. Community
6. Price sensitivity
7. Brand image
8. Commitment
9. Partnership
10. Process improvement
11. Integration
93Question: is a software application designed for use on a mobile phone, typically downloaded from App storesMobile Application
94Question: applications are software providing integrated functions for major business functions such as production, distribution, sales, finance and human resources management.Enterprise resource planning (ERP)
95Question: refers to hardware used to provide support for end-user applications which is outsourced and paid for according to level of usage.Infrastructure as a Service (SaaS)
96Question: refers to the combination of networking and data storage hardware and software hosted externally to a companyCloud Computing
97Question: refers to the principle of provision of equal access to different Internet services by telecommunications service providersNet neutrality
98Question: refers to the misappropriation of the identity of another person without their knowledge or consentIdentity theft
99Question: Tailoring e-commerce services for individual countries or regions is referred tolocalisation
100Question: refers to the move towards international trading in a single global marketplaceGlobalisation
101ECREfficient Consumer Response
102Inventory Turnovermeasure of the number of times inventory is sold or used
103Supply Chain Management (SCM)is the coordination of all supply activities of an organisation from its suppliers and partners to its customers
104Upstream supply chaintransactions between an organisation and its suppliers and intermediaries, equivalent to Buy-side e-Commerce
105Downstream supply chaintransactions between an organisation and its customers and intermediaries, equivalent to Sell-side e-Commerce
106Inbound logisticsis the management of material and resources entering an organisation from its suppliers and other partner
107Outbound logistics- the management of resources supplied from an organisation to its customers and intermediaries
108push models push orientedsupply chain that emphasises distribution of a product to passive customers
109pull model pull‑orientedsupply chain that utilises the supply chain to deliver value to customers who are actively involved in product
110Value ChainThe value chain is a model that describes different value adding activities that connect a company’s supply side with its demand side
111Procurementrefers to all activities involved with obtaining items from a supplier, including purchasing, also inbound logistics such as transportation, goods in and warehousing before the item is used
112e-Procurementelectronic integration of all procurement activities. It's intended to achieve reduced purchasing cycle time and cost savings
113Procurement1. searching and specification of product by the end user
2. purchasing by the buyer
3. payment by an accountant
4. receipt and distribution of goods within a warehouse
1145 Rights of e-Procurement• At the right price
• Delivered at the right time
• Of the right quality
• Of the right quantity
• From the right source
115manufacturing of productsproduction related procurement
116Operating or non-production relatedprocurement that supports the operations of the whole business includes
117Eight types of intermediary e-Procurement strategy1. Traditional Manufacturers
2. Direct Sales Manufacturers
3. Value-Added Procurement Partners
4. Online Hubs
5. Knowledge Experts
6. Online Information Services
7. Online Retailers
8. Portal Communities
118five key drivers or suppliers’ selection criteria for e-Procurement adoption1. Control
2. Cost
3. Process
4. Individual performance
5. Supplier management
119e-Procurement: Process Efficiency and Strategic Benefits1. Planning
2. Development
3. Production
4. Inbound
5. Outbound
6. vendor managed inventory (VMI)
120Digital marketingis focussed on how a company and its brands use its website together with other digital platforms and media
121Three main operational processes1. Customer Acquisition
2. Customer Conversion
3. Customer Retention and Growth
122align digital marketing strategy with the business strategy1. Cost reduction and value chain efficiencies
2. Revenue generation
3. Channel partnership
4. Communications and branding
123Marketingis the management process responsible for identifying, anticipating and satisfying customer requirements profitability
124How Do e-Tools Support Marketing? Identifying
 Anticipating
 Satisfying
125Feedback Tools1. Website feedback tools
2. Site user intent-satisfaction surveys
3. Crowdsourcing product opinion software
4. Simple page or concept feedback tools
5. General online survey tools
126 Digital marketinghave a broader scope since it refers to any use of technology to achieve marketing objectives
Sell side e Commerce
127 Inbound MarketingThe consumer is proactive in actively seeking out information for their needs and interactions with brands - content, search and social media marketing
128competitor benchmarkingbenchmarking is not a one-off activity while developing a strategy, but needs to be continuous
129Disintermediationopportunity to sell direct
130Re-intermediationPurchasers of products still needed assistance in the selection of products
131Strategies for Target MarketThe strategy element of a digital marketing plan defines how digital marketing objectives will be achieved
132Marketing Mix  Tactics– Product, Price, Place and Promotion
» People
» Processes
» Physical
133Counter-mediationCounter-mediation can be defined as “creation of a new intermediary by an established company.”
134 Brandingis successful when the buyer or user perceives relevant unique added values which match their needs most closely
135characteristics of a successful brand1. dependent on customer perception
2. perception is influenced by the added-value characteristics of the product
3. the added-value characteristics need to be sustainable
136‘6 Is’ of digital marketing1. Interactivity
2. Intelligence
3. Individualisation
4. Integration
5. Industry Restructuring
6. Independence of Location
1371. InteractivityThe Internet should be used to encourage two-way communication
1382. IntelligenceInternet can be used as a relatively low-cost method of collecting marketing information
1393. IndividualizationThe interactive marketing communications can be tailored to the individuals
1404. IntegrationInternet provides further scope for integrated marketing communications
1415. Industry Restructuring– it becomes very important to consider the company’s representation on these intermediary sites
1426. Independence of Location Electronic media also introduce the possibility of increasing the reach of company communications to the global market
143 Marketing objectivedefined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably
144 Situation analysisinvolves a consideration of the external environment with the emphasis on levels of customer access to the Internet, benchmarking of competitors and new entrants
145 Objective settinga key objective is setting the online revenue contribution or the percentage of sales that will be achieved online
146 Controlcan be achieved through monitoring customer satisfaction and channel performance via the website and traditional channels
147Customer Relationship Management (CRM)is the key element of digital business success
long-term relationship
sustainable business profitability
148 Customer acquisitionrefers to marketing activities intended to form relationships with new customers while minimising acquisition costs and targeting high-value customers
149Upsellingis a sales technique whereby a seller induces the customer to purchase more expensive items
150cross-sellinga seller tries to sell additional product or service
151 Customer selectiondefining the types of customers that a company will market to
152 Customer life-cycledescribes the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service
153Customer retentionrefers to the marketing activities taken by an organisation to keep its existing customers
154 Customer extensionrefers to increasing the depth or range of products that a customer purchases from a company, also referred to as customer development
155 Sales force automation (SFA)sales representatives are supported in their account management through tools to arrange and record customer visits
156 e-CRM– Customer databases provide a foundation for storing information about the relationship and providing information to strengthen relationship by improved and personalised services
157 Personalisationdelivering customised content for the individual through web pages, email or push technology
158 Mass customisationthe creation of tailored marketing messages or products for individual customers or groups of customers
159 Social CRMthe process of managing C2C conversations to engage existing customers, prospects and other stakeholders with a brand to enhance CRM
160 Customer centric marketingthis is based on customer behaviour within the target audience and then seeks to fulfil the needs and wants of each individual customer
161Customer Engagement Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand Enhancing the level of involvement, interaction, intimacy, and inﬂuence an individual has with a brand over time
162Permission Marketingseeking the customer’s permission before engaging them in a relationship and providing something in exchange
163Customer Profiling It is essential to build a customer profile that details each customer’s product interest, demographics or role in the buying decision
164 Conversion marketingUsing marketing communications to maximise conversion of potential customers to actual customers and existing customers to repeat customers
165 Conversion marketing1. Reach:
2. Act:
3. Convert:
4. Engage:
166Customer Acquisition Management1. the use of the website to acquire new customers
2. encouraging existing customers to migrate
167 Social media marketing– Involves encouraging customer to communicate through a company’s own site, or social presences such as Facebook or Twitter
168 Introduction of digital businessrequires company staff to learn how to use new internal Information Systems, and new methods of working
169Key Change Management Issues Scheduling
 Budgeting
 Resources needed
 Organisational structures
 Managing the human impact of change
 Technologies to support digital business change
 Risk management
170 Incremental changeinvolves relatively small adjustments required by changes in the business environment
171 Discontinuous change or transformational changeinvolves a major change in the business environment which changes the basis for competition
172 Business process re-engineering (BPR):identifying radical, new ways of carrying out business operations, often enabled by new IT capabilities
173Planning Change Initiation
 Feasibility analysis
 Analysis and design phases
 Final Stage
174 Ad hoc activityat this stage there is no formal unit related to e‐Commerce and the skills are dispersed around the organisation
175 Focussing the effortat this stage, efforts are made to introduce a controlling mechanism for Internet marketing
176 Formalisationat this stage Internet marketing will have reached a critical mass and there will be a defined group or separate business unit within the company which manages all digital marketing
177 Institutionalising capabilitythis stage also involves a formal grouping within the organisation, with formal links created between digital marketing and a company’s core activities
178 Explicitdetails of processes and procedures
179 Tacitless tangible than explicit knowledge, this is experience on how to react to a situation when many different variables are involved
180Risk Management Identify risks including their probabilities and impacts
– Willingness to share knowledge
– Rate of expansion
– Identify possible solutions to these risks

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Beschreibung: Implementation and Practice Sixth edition by Dave Chaffey
Erstellt von: Suellen Cavalheiro
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Tags: digital economy
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