The document discusses e-commerce and digital marketing. It provides an introduction and objectives which include explaining e-commerce growth in Mexico and the importance of social media and online presence for companies. It then covers the history of the internet and defines electronic commerce. Key aspects of e-commerce discussed include types like business-to-business and business-to-consumer. Advantages include market access and reduced costs, while disadvantages include legal issues and security risks. Metrics on e-commerce growth in Mexico are reviewed. Digital marketing concepts like interactivity, customization and online advertising channels such as search, email, banners and social media are also outlined.

1. E-commerce and Digital Marketing
Introduction
.

2. Class Objectives
a) Introduction - Ecommerce
b) E-commerce growth in Mexico
c) Principles of digital marketing
d) The importance of social media
e) The importance of online presence of
companies

3. History of Internet
History of Internet
1958 – Arpanet – military experiments with the network between
laboratorios.
1984 - Apple – First personal computer
Bill Gates – Windows
1990 – Tim Berners Lee – html language
1990’s and early 2000´s - Web 1.0
2004 - Web 2.0
2009 - Web 3.0
Internet Celebrities:
Tim Berners Lee, Bill Gates, Marc Andersson, Jerry Yang, Pierre Omidyar.

4. ELECTRONIC COMMERCE - ECOMMERCE
Electronic commerce is the paperless exchange of business information using
electronic data interchange (EDI), e-mail, electronic bulletin boards, fax
transmissions, and electronic funds transfer.
It refers not only to Internet shopping and business-to-business transactions,
but also to the activities prior or following the sales such as:
- Advertising
- Search of information about products or services
- Negotiation between buyer and seller on the price and delivery conditions.
- Customer service
- Fulfilment of government arrangements and requirements.
- Collaboration with companies of common businesses

5. Class survey
1. What are your favorite sites?
2. What kind of sites do you often use in gastronomy?
3. What have you bought in Internet?
4. What fan pages are related to gastronomy?
5. Have you gotten any offers or coupons?

6. Adsense

7. TYPES OF ECOMMERCE
B 2 B – BUSINESS TO BUSINESS
B 2 C – BUSINESS TO CONSUMERS
C 2 C – CONSUMER TO CONSUMER
C 2 G – CONSUMER TO GOVERNMENT

8. B 2 C - ZARA WEBSITE

9. ADVANTAGES OF ECOMMERCE
• Allows to do perform the activities of company efficiently, and also establish new
and more dynamic cooperation between companies.
• Reduces the access barriers into the market, especially for small companies.
• For consumer, it allows him to access basically to any product and compare the
offers allowing him to become a supplier of information.
• Reduces or even eliminates some middle man. (e.g. Digital downloads)
• Excellent growth in world, mainly in Latin America and Asia.
• It fits in the globalization.
• It is making the companies and our government more effective and efficient.

10. DISADVANTAGES OF ECOMMERCE
- Legal validity of transactions and agreements or contract without paper
- Control of international transactions, even the tax collection.
- Copyrights.
- Informatics crimes (viruses, troyans, frauds, illegal contents, abusive use of
personal data).
- Credit card payment frauds.
- Difficulty to find some information and internet traffic.

11. Ecommerce growth in Mexico
REVISION OF ATTACHED AMIPCI FILE

12. E-MARKETING
Enfoque:
E-marketing allows to the marketer reach his/her consumers through a wide
variety of forms and at the same time, it allows to present a wider offer of
products and services.
It includes:
- Management of information (community managers)
- PR
- Customer Service
- Distribution
Interactivity:
Meanwhile the traditional marketing is focused mainly in communicating the
Brand message, the e-marketing makes easier the conversations between
companies and consumers.

13. E-marketing
Inmediate
Immediate impact
Viral
Demographics
The user are considered as a group.
Interests.
Adaptability
Constant analysis
Tracking of all initiatives and marketing strategies
Adaptation to customers’ needs and wants.

14. GOOGLE GOLDEN TRIANGLE

15. Customization

16. Online Advertising
E-mailing
SEO - Search Engine Optimization
Banners
Boards
Personal and Company websites
Social Medial
Youtube videos
M-commerce
Blogs
E-magazines