2. Overview
E-models facilitate the collaboration and interactive
communication between an organization, its
customer, suppliers, distributors and other
stakeholders by incorporating the use of search
engines, digital media, Web 2.0 and social networks.
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3. Use of E-models
Organisations use E-models to primarily do either of the
following:
Create traffic flows - by the way of search intermediaries
(Google, Yahoo!), media sites (Facebook, Twitter, YouTube)
and destination sites (American Chamber of Commerce of
T&T)
Generate revenue - by use of things such as PayPal,
Subscriptions, Sponsorship and Cost Per Thousand display
advertising
Overall e-models may confer a competitive advantage for an
organisation or firm.
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4. Keys to Developing Successful
E-marketplace Models
These include:
Developing good brand strength
Identifying different customer segments
Using a combination of main Search Engines,
keyphrases, social media and blogs
Fusion of quality products, quality service and
quality sites
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5. Keys to Developing Successful
E-marketplace Models cont’d
Developing a good brand strength –
Offline advertising is important in shaping consumer perceptions of
brands and driving visitors to destination sites (Mixed mode of your
product offering).
Consumers are more likely to naturally turn to a company’s product
offering when selecting a product or service. Therefore, it encourages
repeat business and lifetime loyalty.
Helps to deal with the positive and negative impacts of online
comparisons.
Trusted brands which developed customer loyalty are in a good position
to succeed online since consumer behaviour is to go straight to the site by
entering an URL or searching for the brand.
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6. Keys to Developing Successful
E-marketplace Models cont’d
Identifying different customer segments - business,
distributors, etc.
Using a combination of main Search Engines, keyphrases,
social media and blogs –
Search engines – e.g. Google, Yahoo!
Keyphrases – use keyphrases with 4 or more keywords
Blogs & Social Media - creating and maintaining good
conservations, supporting participation and empowering
participants
Fusion of quality products, quality service and quality sites -
Quality products, quality service and quality sites are the basic
prerequisites for encouraging online customer loyalty. Loyal customers
become advocates for the company, however in return the company
must ensure and reassure customers’ privacy is respected and protected.
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