10 Questions
What is the primary purpose of interactive advertising?
To achieve brand awareness
What is opt-in email marketing used for?
For customer activation and retention
What is a key aspect of social media marketing?
Participating in customer conversations
What is a traditional use of social media in marketing?
Using social media as a broadcast medium
What is a goal of social media marketing?
To improve the way a company is perceived
What are the six main applications of social media discussed in the chapter?
Identified in Chapter 9
What type of ads are used to achieve brand awareness and encourage clickthrough to a target site?
Interactive ads
What is the benefit of social media marketing?
Improved company perception
What is a key difference between social media marketing and traditional broadcasting?
Social media marketing involves customer conversations
What is the purpose of in-house email lists in opt-in email marketing?
For customer activation and retention
Study Notes
Introduction to E-Business
- E-business involves the use of digital technology to improve organizational performance, including digital business transformation, digital marketing, and e-commerce.
- Digital business transformation refers to significant changes to organizational processes, structures, and systems to improve performance through the increased use of digital media and technology platforms.
Digital Transformation Opportunities
- Two key opportunities of digital transformation are:
- Inbound marketing
- Mobile marketing
Competitive Advantages of E-Commerce
- E-commerce offers personalized products/services, enables customer self-service, reduces lead time, reduces overall cost for seller and customers, improves utilization of resources throughout the supply chain, increases customer satisfaction and loyalty, and expands to a global marketplace.
Digital Marketing
- Digital marketing, also known as e-marketing or Internet marketing, describes the management and execution of marketing using electronic media such as the web, email, IP TV, and mobile media in conjunction with digital data about customers’ characteristics and behavior.
Options to Reach Audience Online
- Three options to reach an audience online are:
- Paid media
- Earned media
- Owned media
Paid Media
- Paid media involves buying media to pay for visitors, reach, or conversions through search, display advertising networks, or affiliate marketing.
- Pros of paid media include instant results, ease of tracking, full control over message and copy, and easy targeting of high-intent customers.
- Cons of paid media include expense and increased cost as competition increases.
Earned Media
- Earned media involves generating publicity through PR invested in targeting influencers to increase awareness about a brand.
- Earned media includes word-of-mouth, viral, and social media marketing, and conversations in social networks, blogs, and other communities.
- Pros of earned media include increased credibility and trust, heightened brand awareness, and expanded reach.
- Cons of earned media include unpredictability and the need for time and effort to encourage.
Owned Media
- Owned media refers to media owned by the brand, including a company's own websites, blogs, email lists, mobile apps, or social presence on Facebook, LinkedIn, or Twitter.
Digital Media Channels
- Six types of digital media channels are:
- Pay-per-click (PPC) search marketing
- Online PR
- Online partnerships
- Interactive advertising
- Opt-in email marketing
- Social media marketing
This chapter introduces the scope of digital business and e-commerce, covering opportunities and risks, as well as drivers and barriers to adoption.
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