The continuing optimization of a company’s business activities through digital technology

eCommerce
Diane Sklar
([e-mail])

Definitions

• E-business: “The continuing optimization of a company’s business activities through digital technology”, Gartner, Inc. technology research
• E-Commerce: The subset of e-business focused on transactions, including buying/selling online, digital value creation, virtual marketplaces and storefronts and new distribution chains.
• E-marketing: The use of information technology for creating, communicating, delivering, and exchanging product information and creating demand for product

eMarketing vrs eCommerce

eMarketing
eCommerce
Technical considerations: Hosting, Internationalization, Security, Privacy

SEO		Channels
Influencers		Advertising
Measurement Statistics		Emerging Trends (ATAWAD)

Transaction Processing	Direct Sales vs Partnerships
Payment Options (Cards, PayPal, Bitcoin)	Auctions and C2C practices
	Hosting platforms

eMarketing Components

• Website design and maintenance
• Reaching customers on multiple devices and channels
• Email campaigns
• Text messaging
• Advertising online (Pay per click)
• Search Engine Optimization (SEO)

eMarketing 2.0

• Power shift from sellers to buyers (peer trust, data pull model)
• People connected to each other
• Technology in hands of consumers
• Gatorade Superbowl Snapchat
• ALS Ice Bucket Challenge