Digital Business and E-Commerce Management

Pregunta	Respuesta
Digital Technologies	'a technology that changes the bases of competition by changing the performance metrics along which firms compete.'
Inbound Marketing	describes 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
Zero Moment of Truth	A 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.
Content Marketing	the management of text, rich media, audio and video content aimed at engaging customers
Search Marketing	companies seek to improve their visibility in search engines for relevant search terms by increasing their presence in the search engine results pages
Social Media Marketing	monitoring and facilitating customer-to-customer interaction and participation throughout the web to encourage positive engagement with a company and its brands
m-Commerce	electronic transactions and communications conducted using mobile devices, with a wireless connection
Buy Side e-Commerce	involves all electronic business transactions between an organisation and its suppliers
Sell‑Side e‑Commerce	involves all electronic business transactions between an organisation and its customers
e-Business (similar Digital Business)	the transformation of key business processes through the use of Internet technology
Intranet	A private network within a single company using Internet standards to enable employees to access and share information using web publishing technology
Extranet	If 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
Five types of Sell-Side e-Commerce	1. Transactional e-Commerce 2. Services-oriented relationship-building 3. Brand-building sites 4. Publisher or media 5. Social network
Transactional e-Commerce	the main business contribution of the site is through the sale of products
Services-oriented relationship-building	Provide information to stimulate purchase and build relationships, particularly where products are not suitable for sale online
Brand-building	Provide an experience to support the brand and products are not typically available online
Publisher or media	Provide information, news or entertainment about a range of topics
Social network sites	The influence of SNS on company and customer communications forms a separate category
Digital Marketing	management and execution of marketing using electronic media and mobile media in conjunction with digital data about customers
Paid Media	bought media where there is investment to pay for visitors, reach or conversions through search, display advertising networks or affiliate marketing
Earned Media	publicity generated through e.g., Word-of-Mouth targeting influencers to increase awareness about a brand
Owned Media	media 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)
six types of digital media channels	1. Search Engine Marketing 2. Online PR 3. Online Partnerships 4. Interactive Advertising 5. Opt-in Email Marketing 6. Social Media Marketing
SEO	search engine optimisation is a structured approach used to increase the position of a company or its products in search engine
Omnichannel	references the importance of social media and mobile based interactions in informing purchase
Multichannel 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
Gaining online customers	- Characteristics and behaviour - What they value - What keeps them loyal - Delivering tailored, relevant web and email communications
Web 2.0	A collection of web services that facilitate interaction of web users with sites to create user generated content
Supply Chain Management (SCM)	is the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers
Value chain	is a model for analysis of how supply chain activities can add value to products and services delivered to the customer
Value Network	manage many interrelated value chains
internal value chain	within the boundaries of an organisation
external value chain	activities which are performed by partners
Benefits of Digital Business [main business drivers]	1. Increased revenues [reach of a larger customer-base and encouraging loyalty] 2. Cost reduction
Risks of Digital Business	Some 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
Benefits of Online Services	Content Customisation Community Convenience
Barriers to Consumer Internet Adoption	– No perceived beneﬁt – Lack of trust – Security problems (fears) – Lack of skills – Cost of access
Question: Using smartphones or tables while watching TV, the process known as	Multi-Screening
Question: ------------------- is the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers.	Supply Chain Management
Question: ------- describes the different value-adding activities that connect a company’s supply side with its demand side	Value Chain
Question: ------------ links between an organisation and its strategic and non‑strategicpartners.	Value Networks
Question: ---------- involves all electronic business transactions between an organisation and its customers.	Sell-Side e-Commerce
Question: --------- involves all electronic business transactions between an organisation and its suppliers.	Buy-Side e-Commerce
On 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
Question: ---- is the capacity to respond to the environmental opportunities and threats.	Strategic Agility
multi-screening	Using smartphones or tablets while watching TV
Online intermediaries	Websites which help connect web users with content they are seeking on destination sites
Situation analysis	collection and review of information about an organisation’s external environment and internal processes and resources in order to inform its strategies
environmental scanning	Process to continually monitor the environment and events and responding accordingly
Strategic Agility	capacity to respond to the environmental opportunities and threats (selecting the appropriate strategy)
Click Ecosystem	Describes the customer behaviour or flow of online visitors between search engines, media sites, other intermediaries to an organisation and its competitors
Online Business Model	- how a company will generate a profit - core product or service value proposition - target customers
Revenue 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
Canvas building blocks	1. Value Proposition 2. Customer Segment 3. Customer Relationships 4. Channels 5. Key Partners 6. Activities 7. Resources 8. Cost Structure 9. Revenue Stream
Digital Business Infrastructure	hardware and the software applications used to deliver services [desktop and mobile platforms]
Mobile Platforms C0mponents	1. Mobile operating system and browser 2. Mobile applications
Management Issues for Digital Strategy	- Domain - hosting services, including cloud providers - SaaS (Software-as-a-Service) platform
URL	Uniform (universal) resource locator(URL)
Integrating of different applications through ERP (enterprise resource planning)	– digital business applications must facilitate the integration of the whole supply chain and value chain
Infrastructure as a Service (IaaS)	hardware used to provide support for end-user applications is outsourced and paid for according to level of usage
Semantic Web	is a concept to improve upon the capabilities of the current World Wide Web (meaning of words)
Software as a Service (SaaS)	providers are increasingly important as businesses look to reduce infrastructure costs and improve service delivery
macro-environmental forces [SLEPT]	1. Social factors 2. Legal and ethical factors 3. Economic factors 4. Political 5. Technological factors
different factors that affect how many people actively use the Internet	– Cost of access – Value proposition – Ease of use – Security – Fear of the unknown
customers’ online buyer behaviour	1. Research (Information acquisition) 2. Communication (Socialisation) 3. Surfing (Entertainment) 4. Shopping
Variation in B2B	1. 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
Ethical issues e-commerce	1. Privacy 2. Accuracy 3. Property 4. Accessibility
Identity theft	the misappropriation of the identity of another person without their knowledge or consent
IPR	Intellectual Property Rights
Gartner Hype Cycle	1. Technology trigger 2. Peak of inflated expectations 3. Trough of disillusionment 4. Slope of enlightenment 5. Plateau of productivity
Rapid variation	technology requires constant monitoring of adoption of the technology by customers, competitors and appropriate responses
different levels of strategy	• Corporate strategy • Business unit strategy • Operational strategies • Functional strategies
Failure in Digital Business Strategy	- Missed opportunities - Inappropriate direction - Limited integration - Resource wastage
Digital e-Channel Strategies	Multichannel strategy Mobile Commerce strategy Social Media strategy Social CRM strategy Supply Chain or (ERP) strategy e-Procurement strategy
Omnichannel	references the importance of customer touchpoints on social media and mobile platforms
strategy process model	provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of digital business strategy development
PSA - Prescriptive strategy approach	analysis is used to develop a strategy, and it is then implemented (in other words, the strategy is prescribed in advance)
ESA - Emergent strategy approach	strategic development and strategy implementation are interrelated
micro-environment	including customer demand and behaviour, competitor activity, marketplace structure and relationships with suppliers, partners and intermediaries
macro-environment	in which a company operates (this includes the social, legal, economic and political factors)
benchmarking	In 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
SWOT	Helps organisations analyse their internal resources in terms of strengths and weaknesses and match them against the external environment in terms of opportunities and threats
Resource Analysis	 Human resources  Financial resources
Competitive 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
suppliers tool EDI (electronic data interchange)	to process orders reducing cost and increasing supply chain efficiency
mission and vision	 Business scope (where?)  Unique competencies (how?)  Values (why?)
Digital business objectives	Efficiency is ‘doing the thing right’ Effectiveness is ‘doing the right thing’
SMART Framework	Specific Measurable Actionable Relevant Time‑related
ORC	online revenue contribution ORC states the percentage of company revenue directly generated through online transactions
8 key digital business strategic decisions	Decision 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
classic mistakes for igital business strategy	 Situation analysis  Objective setting  Strategy definition  Implementation
Digital Business Strategy Success Factors	1. Content 2. Convenience 3. Control 4. Interaction 5. Community 6. Price sensitivity 7. Brand image 8. Commitment 9. Partnership 10. Process improvement 11. Integration
Question: is a software application designed for use on a mobile phone, typically downloaded from App stores	Mobile Application
Question: applications are software providing integrated functions for major business functions such as production, distribution, sales, finance and human resources management.	Enterprise resource planning (ERP)
Question: 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)
Question: refers to the combination of networking and data storage hardware and software hosted externally to a company	Cloud Computing
Question: refers to the principle of provision of equal access to different Internet services by telecommunications service providers	Net neutrality
Question: refers to the misappropriation of the identity of another person without their knowledge or consent	Identity theft
Question: Tailoring e-commerce services for individual countries or regions is referred to	localisation
Question: refers to the move towards international trading in a single global marketplace	Globalisation
ECR	Efficient Consumer Response
Inventory Turnover	measure of the number of times inventory is sold or used
Supply Chain Management (SCM)	is the coordination of all supply activities of an organisation from its suppliers and partners to its customers
Upstream supply chain	transactions between an organisation and its suppliers and intermediaries, equivalent to Buy-side e-Commerce
Downstream supply chain	transactions between an organisation and its customers and intermediaries, equivalent to Sell-side e-Commerce
Inbound logistics	is the management of material and resources entering an organisation from its suppliers and other partner
Outbound logistics	- the management of resources supplied from an organisation to its customers and intermediaries
push models push oriented	supply chain that emphasises distribution of a product to passive customers
pull model pull‑oriented	supply chain that utilises the supply chain to deliver value to customers who are actively involved in product
Value Chain	The value chain is a model that describes different value adding activities that connect a company’s supply side with its demand side
Procurement	refers 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
e-Procurement	electronic integration of all procurement activities. It's intended to achieve reduced purchasing cycle time and cost savings
Procurement	1. 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
5 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
manufacturing of products	production related procurement
Operating or non-production related	procurement that supports the operations of the whole business includes
Eight types of intermediary e-Procurement strategy	1. 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
five key drivers or suppliers’ selection criteria for e-Procurement adoption	1. Control 2. Cost 3. Process 4. Individual performance 5. Supplier management
e-Procurement: Process Efficiency and Strategic Benefits	1. Planning 2. Development 3. Production 4. Inbound 5. Outbound 6. vendor managed inventory (VMI)
Digital marketing	is focussed on how a company and its brands use its website together with other digital platforms and media
Three main operational processes	1. Customer Acquisition 2. Customer Conversion 3. Customer Retention and Growth
align digital marketing strategy with the business strategy	1. Cost reduction and value chain efficiencies 2. Revenue generation 3. Channel partnership 4. Communications and branding
Marketing	is the management process responsible for identifying, anticipating and satisfying customer requirements profitability
How Do e-Tools Support Marketing?	 Identifying  Anticipating  Satisfying
Feedback Tools	1. 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
 Digital marketing	have a broader scope since it refers to any use of technology to achieve marketing objectives Sell side e Commerce
 Inbound Marketing	The consumer is proactive in actively seeking out information for their needs and interactions with brands - content, search and social media marketing
competitor benchmarking	benchmarking is not a one-off activity while developing a strategy, but needs to be continuous
Disintermediation	opportunity to sell direct
Re-intermediation	Purchasers of products still needed assistance in the selection of products
Strategies for Target Market	The strategy element of a digital marketing plan defines how digital marketing objectives will be achieved
Marketing Mix  Tactics	– Product, Price, Place and Promotion » People » Processes » Physical
Counter-mediation	Counter-mediation can be defined as “creation of a new intermediary by an established company.”
 Branding	is successful when the buyer or user perceives relevant unique added values which match their needs most closely
characteristics of a successful brand	1. 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
‘6 Is’ of digital marketing	1. Interactivity 2. Intelligence 3. Individualisation 4. Integration 5. Industry Restructuring 6. Independence of Location
1. Interactivity	The Internet should be used to encourage two-way communication
2. Intelligence	Internet can be used as a relatively low-cost method of collecting marketing information
3. Individualization	The interactive marketing communications can be tailored to the individuals
4. Integration	Internet provides further scope for integrated marketing communications
5. Industry Restructuring	– it becomes very important to consider the company’s representation on these intermediary sites
6. Independence of Location	 Electronic media also introduce the possibility of increasing the reach of company communications to the global market
 Marketing objective	defined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably
 Situation analysis	involves a consideration of the external environment with the emphasis on levels of customer access to the Internet, benchmarking of competitors and new entrants
 Objective setting	a key objective is setting the online revenue contribution or the percentage of sales that will be achieved online
 Control	can be achieved through monitoring customer satisfaction and channel performance via the website and traditional channels
Customer Relationship Management (CRM)	is the key element of digital business success long-term relationship sustainable business profitability
 Customer acquisition	refers to marketing activities intended to form relationships with new customers while minimising acquisition costs and targeting high-value customers
Upselling	is a sales technique whereby a seller induces the customer to purchase more expensive items
cross-selling	a seller tries to sell additional product or service
 Customer selection	defining the types of customers that a company will market to
 Customer life-cycle	describes the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service
Customer retention	refers to the marketing activities taken by an organisation to keep its existing customers
 Customer extension	refers to increasing the depth or range of products that a customer purchases from a company, also referred to as customer development
 Sales force automation (SFA)	sales representatives are supported in their account management through tools to arrange and record customer visits
 e-CRM	– Customer databases provide a foundation for storing information about the relationship and providing information to strengthen relationship by improved and personalised services
 Personalisation	delivering customised content for the individual through web pages, email or push technology
 Mass customisation	the creation of tailored marketing messages or products for individual customers or groups of customers
 Social CRM	the process of managing C2C conversations to engage existing customers, prospects and other stakeholders with a brand to enhance CRM
 Customer centric marketing	this is based on customer behaviour within the target audience and then seeks to fulfil the needs and wants of each individual customer
Customer 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
Permission Marketing	seeking the customer’s permission before engaging them in a relationship and providing something in exchange
Customer Profiling	 It is essential to build a customer profile that details each customer’s product interest, demographics or role in the buying decision
 Conversion marketing	Using marketing communications to maximise conversion of potential customers to actual customers and existing customers to repeat customers
 Conversion marketing	1. Reach: 2. Act: 3. Convert: 4. Engage:
Customer Acquisition Management	1. the use of the website to acquire new customers 2. encouraging existing customers to migrate
 Social media marketing	– Involves encouraging customer to communicate through a company’s own site, or social presences such as Facebook or Twitter
 Introduction of digital business	requires company staff to learn how to use new internal Information Systems, and new methods of working
Key Change Management Issues	 Scheduling  Budgeting  Resources needed  Organisational structures  Managing the human impact of change  Technologies to support digital business change  Risk management
 Incremental change	involves relatively small adjustments required by changes in the business environment
 Discontinuous change or transformational change	involves a major change in the business environment which changes the basis for competition
 Business process re-engineering (BPR):	identifying radical, new ways of carrying out business operations, often enabled by new IT capabilities
Planning Change	 Initiation  Feasibility analysis  Analysis and design phases  Final Stage
 Ad hoc activity	at this stage there is no formal unit related to e‐Commerce and the skills are dispersed around the organisation
 Focussing the effort	at this stage, efforts are made to introduce a controlling mechanism for Internet marketing
 Formalisation	at 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
 Institutionalising capability	this stage also involves a formal grouping within the organisation, with formal links created between digital marketing and a company’s core activities
 Explicit	details of processes and procedures
 Tacit	less tangible than explicit knowledge, this is experience on how to react to a situation when many different variables are involved
Risk 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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Digital Business and E-Commerce Management

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	Creado por Suellen Cavalheiro hace alrededor de 7 años