Internet today or the Information Technology industry has changed the entire scenario of all the different industries in the market. Communication today has become way easier also exchange of information, media and ideas is much faster and safer. All these can be attributes to the rapid development in the IT industry. E-marketing is one important feature of the IT industry. Environment in different parts of the globe and different people from different parts of the world has been connected with each other to a great with the help of the developing IT industry. Using this connection through the internet for a globalization in marketing is called e-marketing

1. BUSINESS VALUES
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2. Contents
Introduction..................................................................................................................................... 2
Business values of E-marketing...................................................................................................... 2
Digital Disruption ........................................................................................................................... 4
IT Governance ................................................................................................................................ 5
Conclusion ...................................................................................................................................... 7
References....................................................................................................................................... 8

3. Introduction
Internet today or the Information Technology industry has changed the entire scenario of all the
different industries in the market. Communication today has become way easier also exchange of
information, media and ideas is much faster and safer. All these can be attributes to the rapid
development in the IT industry. E-marketing is one important feature of the IT industry.
Environment in different parts of the globe and different people from different parts of the world
has been connected with each other to a great with the help of the developing IT industry. Using
this connection through the internet for a globalization in marketing is called e-marketing.
E-marketing is also referred to as virtual market. E-market takes into consideration all the
components of a real market and adopts a number of strategies which are mostly consumer
centric for the development of the e-marketing (Harsh, Stephen, Connor, and Schwab, 1981).
Business values of E-marketing
The a few important features that led e-marketing to be a successful venture or that powers the e-
marketing system are:
i. Low cost due to lesser amounts of market investment and expenditure
ii. Appreciated and targeted by most customers due convenience of shopping
iii. Mass scale order taking is possible
iv. Record keeping is easier
Today most of the customers who are acquainted with the internet technology find E-marketing
more convenient form of shopping than taking the trouble of going into the real market. Hence
the E-market is gaining popularity at great speed. Just like a conventional business E-marketing

4. is a business that is guided by a number a number of business values and ethics. There are four
major ways in which the value of business in E-marketing can be measured (Knowledge Based
Systems in Agriculture - Prospects for Application, 1988).
They are:
1. Measuring
2. Monitoring
3. Improving
4. Communicating
The main aim of the next part of the report is to elaborate on these measures for looking at the
business values of E-marketing.
I. Measuring: Measuring of all the business becomes way more convenient. Every UML tag
can be traced whenever required and the transactions made can also be revised as and
when required. Thus the measuring and keeping record of the business deals becomes
way easier and less complicated. As a result the chances of error and hence any loss is
minimized to null. There are many tools for web analysis which makes the system much
convenient.
II. Monitoring: Monitoring the recorded details and keeping track of the changes in the
market is the most difficult part without the use of technology in today’s world. The
market and the requirements are changing daily. Monitoring the changes and making the
web development for business accordingly is very important. The use technology in
monitoring is very vital to properly update the website of e-marketing for any company

5. regularly. Monitoring the market and making required changes in policy is very
important and convenient in the e-marketing system than the real market.
III. Improving: Improvement in then system becomes much faster and regular if the
monitoring is done regularly and properly. Hence introduction of technology in the
marketing that is e-marketing is very vital for proper growth of the company.
IV. Communicating: Communication has been affected the most with the growth of
technology. E-marketing has grown mainly because of the development in global
communication technology. Supply system is much faster and efficient when controlled
through the e-marketing system.
There are the following business values in e-marketing system that can very well justify its
importance in the present market:
I. Total increment in revenue of the company is enhanced and profit margins are seen in
better figures
II. An increase in revenue and a visible reduction in the expenses in the virtual market
increases the revenue to expenditure ratio to a great extent
III. Increase in revenue over a short span of time.
Hence there are a number of business advantages or values that result from the e-marketing
system and is worth adopting for a major profit in today’s IT dependent society.
Digital Disruption
Digital Disruption is the term that defines a major change in the existing systems and expenses
on the system due to the introduction of a new technology in the system. The values of all the
goods and services experience a major change in the Digital Disruption. Having a clear idea of

6. the IT technology developments in the market is the key have an advantage over all the
industries in the market. Many of the top companies in the industry take a global Digital
Disruption measurement in order to analyze the ranking of the different industries in terms of
changes they experience.
IT Governance
IT governance is mainly concerned with realizing the issues and problems of IT sector and
strategically solving the problems for betterment of the IT application in future. IT governance
ensures that the risks in IT are predicted in time and well mitigated before the problem arises.
IT governance has two main aspects they are:
i. Delivering values to the business through IT mainly concerned with E-marketing. It is
mainly done for strategically combining IT with marketing for maximizing profit,
revenues, values and providing a better quality and faster service to the costumers.
ii. Removing or easing out all the business risks involved with IT in marketing. It is mainly
required for developing an accountable and responsible enterprise into the market.
Both these governance systems of the IT governance are required to be supported by adequate
resources and a regular measurement and analysis system is required to make sure the desired
result is obtained along with an improved service in the system through IT governance.
IT governance is also concerned with the different strategies developed in the industry that are
necessary for carrying out different IT functions and to keep an eye on the fact that all the
resources mandatory for proper functioning and fulfilling the responsibilities of the system are
available at proper place and at the right time. The main focus of the results of these IT services

7. as per the IT governance is the outcome of the process, performance of the system as a function
of customer satisfaction, amount of risk eliminated and the amount of resources consumed in the
process. IT governance demands a report in the form of direct output and causes of failure. A
confirmation of the proper and successful execution of the strategy is demanded by IT
governance and in case of failure the requirement of changes in the strategy should be properly
mentioned (House, 1983).
IT governance has five major points of concern or operation. All of the focus areas of IT
governance are controlled by the values of the stakeholders. The two outcome related focus areas
of IT governance are:
i. Delivery of value oriented service
ii. Risk Management
The remaining three of them are the drivers for IT governance. Namely:
i. strategic alignment
ii. resource management and
iii. performance
An example of a company that puts a great deal of emphasis on Digital Disruption in the
Industry is Deloitte. In Deloitte’s digital disruption map they compare the Digital Disruption of
18 industries and associate their weakness to Digital Disruption from two main aspects:
 Size of the impact on the industry
 The convenience of change

8. A measure of the degree of digital disruption of different industries gives an idea of the ranking
of the industries in the market. There are two main terms associated with the Digital Disruption
measurement by Deloitte that is short fuse and long fuse.
The companies that on the verge of experiencing a major Digital Disruption in the next three
years are said to on a short fuse.
The companies that can expect a major change in the coming four to ten years are said to be on a
long fuse (Barabba, 1991).
Every enterprise or industry works in an environment that is controlled by the following
parameters:
i. Values of all the stakeholders that is all the partners and customers taken together
ii. All the aims, objectives, values and ethics of the company
iii. The company ethics combined with the social ethics of the community
iv. Prevailing laws and local rules and regulations
v. Industry practices (IT Governance Institute, 2007).
Thus managing IT resources, having a clear idea of the growing technology around the globe and
managing IT risks is an important tool for avoiding major Digital Disruptions and carrying out
the IT governance techniques properly.
Conclusion
It becomes the duty of the panel and highest management to make sure that shareholder and
stakeholder revenues are enhanced through thoughtful use of the available resources and
opportunities. This responsibility comprises of IT dependent business reserves and capitals

9. where expenses, the prominence of success or failure, and the risks of value damage are high. IT
governance has the responsibility of minimizing all these risks and making sure that the use of IT
made safer with the growing technology (House, 1983).
With the growth of e-marketing as well IT is presumably becoming more risky and hence the
development of IT governance for all the IT risk mitigation.
References
Barabba, V.P. (1991). “Through a Glass Less Darkly,” Journal of the American Statistical
Association, Vol. 86, No. 413, pp. 1-8.
Harsh, Stephen B., L. J. Connor, and G. D. Schwab. (1981). Managing The Farm Business.
Prentice-Hall, Inc., Englewood Cliffs, New Jersey.
House, William C. (1983). Decision Support Systems – A Data-Based, Model-Oriented
UserDeveloped Discipline. Petrocelli Books, Inc. New York, NY.
IT Governance Institute (2007). IT Governance using COBOT and VAL IT, Student Book, 2nd
ed.
Knowledge Based Systems in Agriculture - Prospects for Application. (1988) Papers from
International DLG - Congress for Computer Technology held in Frankfurt, Germany on June 19-
22.