Podcast
Questions and Answers
Which revenue stream is commonly associated with e-commerce for a business model that allows users to pay each time they utilize a service?
Which revenue stream is commonly associated with e-commerce for a business model that allows users to pay each time they utilize a service?
What does the term B2C in e-commerce primarily refer to?
What does the term B2C in e-commerce primarily refer to?
In the context of e-commerce marketplaces, which of the following describes a platform where multiple third parties provide product information?
In the context of e-commerce marketplaces, which of the following describes a platform where multiple third parties provide product information?
Which customer experience strategy focuses on integrating various shopping channels to enhance user interaction?
Which customer experience strategy focuses on integrating various shopping channels to enhance user interaction?
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What percentage of e-commerce revenue is expected to be from cosmetics by 2025 according to projections?
What percentage of e-commerce revenue is expected to be from cosmetics by 2025 according to projections?
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Which metric is NOT typically part of e-commerce performance evaluation?
Which metric is NOT typically part of e-commerce performance evaluation?
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Which focus area does Advertising fall under in the context of e-commerce revenue streams?
Which focus area does Advertising fall under in the context of e-commerce revenue streams?
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Which type of e-commerce involves consumers selling goods and services to each other directly?
Which type of e-commerce involves consumers selling goods and services to each other directly?
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What is an important consideration during the exploration and search phase of a mobile application?
What is an important consideration during the exploration and search phase of a mobile application?
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Which feature is essential to include on product pages to enhance user experience?
Which feature is essential to include on product pages to enhance user experience?
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During the checkout phase, allowing users to continue shopping after adding an item to the cart serves which purpose?
During the checkout phase, allowing users to continue shopping after adding an item to the cart serves which purpose?
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What should be avoided to optimize a frictionless shopping experience?
What should be avoided to optimize a frictionless shopping experience?
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What tactic can enhance data-driven marketing strategies in e-commerce?
What tactic can enhance data-driven marketing strategies in e-commerce?
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What is a key characteristic of an omni-channel strategy?
What is a key characteristic of an omni-channel strategy?
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Which of the following best describes multi-channel marketing?
Which of the following best describes multi-channel marketing?
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What trend is expected to influence e-commerce growth by 2025?
What trend is expected to influence e-commerce growth by 2025?
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Which percentage of e-commerce activity is projected for online sales in 2024?
Which percentage of e-commerce activity is projected for online sales in 2024?
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How does customer experience optimization relate to the omni-channel strategy?
How does customer experience optimization relate to the omni-channel strategy?
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What is a potential metric used to evaluate retail performance?
What is a potential metric used to evaluate retail performance?
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Which aspect is critical in data-driven marketing efforts within e-commerce?
Which aspect is critical in data-driven marketing efforts within e-commerce?
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Which of the following contributes to effective multi-channel marketing?
Which of the following contributes to effective multi-channel marketing?
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What is a misstep in implementing an omni-channel strategy?
What is a misstep in implementing an omni-channel strategy?
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What trend is illustrated by the expected growth of e-commerce from 2020 to 2025?
What trend is illustrated by the expected growth of e-commerce from 2020 to 2025?
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Study Notes
Digital Marketing
- Topics covered include Marketing Strategy, E-commerce, UX: Web & Mobile Application, and UX: e-Service Quality.
Marketing Strategy
- Integrated Marketing Communication (IMC): A cohesive combination of marketing communication activities, designed to deliver a coordinated message to a target market. This creates a powerful or synergistic effect, achieving a common objective.
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Digital Marketing Strategies:
- Independent: Examples include ESPN and Disney.
- Complementary: Examples include Intel and Microsoft.
- Integrated: Examples include Apple, Best Buy, and BMW.
- Companies can use both offline and online channels for each strategy. Offline channels include TV, radio, cinema, display ads, flyers, and point of sale (POS). Online channels include online advertising, social networks, search engines, websites, and applications.
- Multi-Channel Marketing: Customer communications and product distribution are supported by a combination of digital and traditional channels.
Omni-channel strategy
- Omni-channel strategy: The synergetic management of numerous available channels and customer touchpoints, optimizing the customer experience and performance across channels.
E-commerce: Key Figures
- In 2020, 64.6% of desktop and mobile revenue was worldwide through e-commerce.
- By 2025, 21% of global e-commerce revenue is predicted to be mobile.
- By 2025, 8.6% of store revenue is predicted to be online.
- By 2024, 70% of all purchases are expected to be online.
- By 2024, e-commerce revenue is projected to reach $2.5 trillion.
- Revenue distribution figures for Amazon from 2014-2018 are included. Direct selling, subscription, commission, and pay-per-use segments are shown.
E-commerce: Revenue Stream
- Different revenue models for e-commerce are presented, such as advertising (Facebook, Google, Yelp), subscription (Spotify, The New York Times), commissions (Amazon Marketplace, Booking.com), direct selling (Glossier, IKEA), and pay-per-use (Google Cloud, AWS).
E-commerce: Type
- Different types of e-commerce models are illustrated, including B2C (Business-to-Consumer, Amazon, Netflix), B2B (Business-to-Business, kolsquare), C2C (Consumer-to-Consumer, eBay, Airbnb), G2C/B (Government-to-Citizen/Business, Service-Public.fr), Local (Uber), and Social (Facebook Marketplace, delivering apps).
E-commerce: Focus on Marketplace
- Online marketplaces are defined.
- Examples of marketplaces are displayed, including Amazon Marketplace, Ebay, Taobao, Etsy.
- Key considerations for online marketplaces are included.
E-commerce: KPIs
- The RACE model for e-commerce KPIs is described. This model includes reach, act, convert, and engage phases, with associated metrics including awareness and visits, leads and conversions, sales, active customers and customer conversions, etc.
E-commerce: Traffic Acquisition
- Explains different channels used for traffic acquisition.
- Provides a definition of each channel for traffic, such as Direct, Organic Search, Paid Search, Social Media, Email, Referral, Display, and Other.
Web Design
- Zara vs. Decathlon are mentioned as examples of web design.
- Steps involved in initiating a digital project are covered: selecting a domain name, securing a uniform resource locator (URL), choosing a hosting provider, and optimizing website performance.
Web Page Performance Optimization
- Measures website performance using load time metrics, First Bytes, Start Render, DOM Elements, Requests, Bytes In, Repeat View, and Screen Shot times.
Defining site or app requirements
- The process of defining site/app requirements is discussed.
- Key considerations include Business requirements, Usability requirements, Web accessibility requirements, Personalization requirements, Localization, Reviewing competitor web sites, Designing the information architecture, Blueprints, wireframes, and landing pages.
- This section also lists expert reviews, and usability testing.
UX: e-Service Quality
- e-Service Quality attributes and dimensions are explained. Dimensions include Website Design, Fulfilment, Customer Service and Security. Attributes include Information Quality, Website Organization, Purchase Process, etc.
App Design
- Discusses details of the mobile app design.
UX: Mobile Application
- Information, and requirements needed for a mobile app are found, including requirements for the phases of exploration & search, product details & reviews, checkout & payment, and frictionless shopping.
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