ECommerce 1 Lecture 2

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E-Commerce 1Lecture 2

• Angele Giuliano
• angele_at_acrosslimits.com

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Aims and Objectives

• Planning Internet marketing strategies
• Identifying the reasons / barriers for going
  online
• deciding which products and services to market
  and sell on the internet
• defining the target market budgeting for
  internet marketing
• Harnessing the power of Websites
• on-line branding
• website functionality and features
• integrating on-line and off-line marketing
  activity.
• Demystifying Internet marketing
• search engine optimisation
• pay-per-click advertising CPM Sponsorships
• the potential of email marketing
• Business analysis fine-tuning on-line activity
• analysing results to improve functionality
• understanding website statistics
• researching user experiences to improve the
  visitor experience

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What is the new economy?

• a world in which people work with their brains
  instead of their hands.
• a world in which communications technology
  creates global competition
• innovation is more important than mass production
• rapid change is a constant
• investment buys new concepts or the means to
  create them, rather than new machines
• A world at least as different from what came
  before it as the industrial age was from its
  agricultural predecessor. A world so different
  its emergence can only be described as a
  revolution

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What is happening in the new economy?

• an information economy is more open - it doesn't
  take a production line to compete, just a good
  idea.
• But it's also more competitive. Information is
  easy not just to duplicate, but to replicate.
• Successful firms have to keep innovating to keep
  ahead of copycats nipping at their heels.
• The average size of companies shrinks.
• New products and knockoffs alike emerge in months
  rather than years, and market power is
  increasingly based on making sense of an
  overabundance of ideas rather than rationing
  scarce material goods.
• The result new rules of competition, new sorts
  of organization, new challenges for management.

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Online strategy Planning Internet marketing
activity

• Defining a clear strategy
• Identifying the reasons / barriers for going
  online
• Planning online activity
• Deciding which products and services to market
  and sell on the internet
• Defining the target market
• Budgeting for Internet marketing.

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Strategy

• Strategy is concerned with setting and achieving
  the long-term aims of the business.
• A strategy has a number of layers 
• Mission statement - one sentence / motto
• Qualitative statement - take major share in
• Quantitative statement - get x in the next y
  months
• Action Plans - who is doing what and when
• Plans, budgets and policies
• A commercial organisation will have an overall
  strategy and each of its business units will have
  their own strategies, which contribute towards
  this.
• The IT Internet strategy will need to be able
  to support the business strategy, by making sure
  that the information and the systems are
  available to allow staff to provide the customer
  with the best possible service in the most
  efficient way.

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SWOT analysis

• Any strategy must take account of the
• Strenghts
• Weaknesses
• Opportunities
• Threats
• of the organisation to know itself better so to
  be able to defend itself from competitors and
  expand into other possible areas.

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Barriers to E-commerce

• Language problems
• Geography too small, too large, too far away
• Shipping and handling fees
• Currencies
• Public perception too new, let other try it
  first
• Fear of spam unsolicited email
• Lack of proper visual of products on sale 360
  degree photography, virtual reality walkthroughs
• Cannot try on clothes virtual models, upload
  photo to try specs
• Faster to go round the corner and buy
• Culture difference generation gap
• Fear of hackers, stolen credit card numbers
• Lack of proper experts in the field
• Which department is it IT, marketing, sales,
  exports, administration?
• Lack of standardisation in software, security
  methods, shopping carts