The document discusses various digital marketing strategies for businesses. It covers business-to-business (B2B), business-to-consumer (B2C), consumer-to-business (C2B), and consumer-to-consumer (C2C) e-marketing. For each strategy, it discusses analyzing the situation, defining a strategy and tactics, then implementing and controlling the actions. It also addresses the roles of customers and companies in the digital marketplace, as well as ethical and cross-cultural considerations for e-marketing.

1. Marketing in the Digital Age

2. Introduction and overview Advancement in technology High revenue rates for Total Care company Use of e-marketing strategies Utilize both direct and indirect response Help in connecting businesses to their customers Digi-care services create more connections to customers Results to higher rates of return

3. B2B (Business to Business e-marketing) Interaction between company and organizational customers Situation analysis Internal audits Business, marketing and internet marketing Audience composition and characteristics External audits macro-economic environment Market structures Customer activity Potential competitors

4. Assessment of opportunities and threats (SWOT analysis) Objective analysis Strategy definition Tactics used Actions to be taken Implementation control

5. B2C e-marketing Deals and special offers from company Response consumers looking for bargains and discount offers Strong relationship between business and customer Freedom and choices found in e-commerce Stages Establish web presence Provision of information Get customers Meet customer orders Customer support and services

6. Role of customers Needs and wants identification Search of information to meet their needs Evaluation of the sources Make orders Evaluate experience with products Role of company Determine percentage of customer businesses able to access internet Percentage of individual customers accessing internet Percentage which has access and willingness of purchasing online

7. C2B (Consumer-to-Business) To attract customers to the business Company’s policies Building of quality brand for products and services Differentiation from competitors Customers identify with the company Increase in market share of the company

8. Offer unique products at unique prices C2B enhance certain activities to take place customers and the company Customers make offers of used items Will of the companies to trade in these items Customers posts projects online enhance companies bid for the project Company with best bid takes up the project

9. C2C (Consumer-to-Consumer) Customer to customer relationship company acts as a customer Mutual benefit between the two Such customers contribute a lot to the company hence need for maintaining them Development of online partnership strategy Create a more interactive relationship

10. Consumers offer used items for sale Companies looking for items in turn become customers to purchase them Represent person to person business Company benefit from this relationship greatly in terms of products and services

11. Ethical and Cross-cultural considerations Privacy Information on customers and potential customers treated with care Information should be used for the intended purpose It should be handle by the right people Policies and procedures to guard accessibility of the information Security Security on transaction performed on the web Security on data collected and stored in regards to customers Use of user names and passwords

12. Individual social beliefs Strategy that do not affect the different peoples social and cultural beliefs Cultural values Maintained through; Early interactions Relationship growth strategies

13. Implementation strategy process The four customer exchanges maintained B2B customer exchanges; Situation analysis, strategy, tactics, action and control analysis done B2C, clear understanding of the company’s customers C2B, customer attraction to the business C2C, strategies to maintain the customer to customer relationship.

14. List of references China Click, (2006), SOSTAC e-marketing plan for B2B company , http://www.chinaclick.com.cn/resource/02.htm 26 Aug 2008 Livraghi G. (2000), B2B, B2C, C2C, C2B , of http://www.gandalf.it/offline/off26-en.htm . 31 Aug 2008 Otlacan, O. (2005, March 22). E-marketing Strategy: 7 Dimensions to consider (the e-marketing Mix) . Retrieved September 3, 2008, from http://ezinearticles.com/?e-Marketing-Strategy:-7-Dimensions-to-Consider-(the-e-Marketing-Mix)&id=21976 Piszczalski M. (2008). What you need to know a bout B2B e-Marketing , http://www.autofieldguide.com/columns/0700it.html . 21 Aug 2008 Smith R.P. & Chaffey D. (2002), E-marketing Excellence: The Heart of E-business , Published by Elsevier, ISBN 0750653353, P.7