This document discusses various models for e-commerce web site design. It identifies two main strategies - informational/communicational and online/transactional. For the informational strategy, it outlines the brand awareness, cost saving, promotion and info-mediary models. For the transactional strategy, it covers brokerage, retail, mall, advertising, subscription, community, manufacturer and customization models.
The document discusses various revenue models that companies can use when selling products or services online, including web catalog sales, digital content sales, advertising-supported models, advertising-subscription mixed models, and fee-for-transaction models. It provides examples of companies that have successfully used each type of model and explains how some companies transition between models to maximize revenue and market presence online.
The document discusses identifying goals for a company's web presence. It explains that a company's web site needs to achieve certain goals such as attracting visitors, creating a positive image, and encouraging return visits. The document outlines factors to consider for web design like content, structure, aesthetics, and technology. It also discusses how to make a web page look good with consistency, selective graphics, careful color choice, and effective page design. Maintaining an effective web presence involves conveying an integrated company image, offering accessible company facts, and sustaining visitor attention. Metrics for measuring a site include advertising, visitation rates, time spent on pages, and email/call volumes.
This document discusses various revenue models for online businesses and examples of companies that transitioned between different models. It covers:
- Many companies undergo multiple changes to their revenue models as they learn what works best online. This process can take several years.
- Examples are given of companies that transitioned from advertising-supported to subscription models (Northern Light, Encyclopædia Britannica) or mixed models (Salon.com), as well as from subscription to advertising (Slate) or fee-for-service (Xdrive Technologies).
- Encyclopædia Britannica in particular experienced multiple transitions, including free and paid sites, advertising-supported, and later a mixed model with fees
Integrated Marketing Communication (IMC) is a cross-functional process for planning, executing, and monitoring brand communications across multiple channels to profitably acquire, retain, and grow customers. IMC considers every customer touchpoint with a firm to help form brand images and should be strategic, include two-way communication, and be results-driven. Effective IMC requires understanding target markets, objectives, audiences, and defining success metrics for marketing communication campaigns across online and offline media.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
No intermediaries
An element of the promotion mix
Fastest-growing form of marketing
FOR CA, CMA,CS MBA, COMPUTER SCIENCE ,
The document discusses distribution channels and how they have changed with the rise of the internet. It defines key terms like intermediaries, disintermediation, and channel length. It describes different types of intermediaries like wholesalers, retailers, brokers and agents. It also discusses how the internet has impacted power dynamics in distribution channels and given more power to both buyers and suppliers in some cases.
This document provides an overview of business models and how to explore them. It begins with a hands-on activity to demonstrate business model thinking. Key points covered include defining business models as how value is created, delivered, and captured. The document discusses why business models are important given past overfocus on products and marketing. A business model canvas tool is introduced and examples like direct sales, subscriptions, marketplaces are analyzed. The document concludes with an activity for participants to visualize their own business models and get feedback.
The document discusses various online business models, including brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. It provides examples and descriptions of each model, noting how companies generate revenue through transactions, advertising, sales of products/services, membership fees, and usage-based metering. The models center around facilitating transactions, delivering content/services to users, gathering and analyzing user data, direct sales, and building communities.
The document discusses various revenue models that companies can use when selling products or services online, including web catalog sales, digital content sales, advertising-supported models, advertising-subscription mixed models, and fee-for-transaction models. It provides examples of companies that have successfully used each type of model and explains how some companies transition between models to maximize revenue and market presence online.
The document discusses identifying goals for a company's web presence. It explains that a company's web site needs to achieve certain goals such as attracting visitors, creating a positive image, and encouraging return visits. The document outlines factors to consider for web design like content, structure, aesthetics, and technology. It also discusses how to make a web page look good with consistency, selective graphics, careful color choice, and effective page design. Maintaining an effective web presence involves conveying an integrated company image, offering accessible company facts, and sustaining visitor attention. Metrics for measuring a site include advertising, visitation rates, time spent on pages, and email/call volumes.
This document discusses various revenue models for online businesses and examples of companies that transitioned between different models. It covers:
- Many companies undergo multiple changes to their revenue models as they learn what works best online. This process can take several years.
- Examples are given of companies that transitioned from advertising-supported to subscription models (Northern Light, Encyclopædia Britannica) or mixed models (Salon.com), as well as from subscription to advertising (Slate) or fee-for-service (Xdrive Technologies).
- Encyclopædia Britannica in particular experienced multiple transitions, including free and paid sites, advertising-supported, and later a mixed model with fees
Integrated Marketing Communication (IMC) is a cross-functional process for planning, executing, and monitoring brand communications across multiple channels to profitably acquire, retain, and grow customers. IMC considers every customer touchpoint with a firm to help form brand images and should be strategic, include two-way communication, and be results-driven. Effective IMC requires understanding target markets, objectives, audiences, and defining success metrics for marketing communication campaigns across online and offline media.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
No intermediaries
An element of the promotion mix
Fastest-growing form of marketing
FOR CA, CMA,CS MBA, COMPUTER SCIENCE ,
The document discusses distribution channels and how they have changed with the rise of the internet. It defines key terms like intermediaries, disintermediation, and channel length. It describes different types of intermediaries like wholesalers, retailers, brokers and agents. It also discusses how the internet has impacted power dynamics in distribution channels and given more power to both buyers and suppliers in some cases.
This document provides an overview of business models and how to explore them. It begins with a hands-on activity to demonstrate business model thinking. Key points covered include defining business models as how value is created, delivered, and captured. The document discusses why business models are important given past overfocus on products and marketing. A business model canvas tool is introduced and examples like direct sales, subscriptions, marketplaces are analyzed. The document concludes with an activity for participants to visualize their own business models and get feedback.
The document discusses various online business models, including brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. It provides examples and descriptions of each model, noting how companies generate revenue through transactions, advertising, sales of products/services, membership fees, and usage-based metering. The models center around facilitating transactions, delivering content/services to users, gathering and analyzing user data, direct sales, and building communities.
The document discusses various e-business models and components of e-commerce business models. It describes key components like value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. It also describes major B2C models like portals, e-tailers, content providers, and transaction brokers. Major B2B models discussed are B2B hubs, e-distributors, and B2B service providers. The document concludes with case studies on different approaches companies take in integrating online and offline businesses.
Dave ruberto - Internet marketing
Dave ruberto - Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.
Refer By - http://www.webopedia.com/TERM/I/internet_marketing.html
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
This chapter discusses various revenue models that companies can use for their e-business websites, including web catalog models, digital content subscription models, advertising-supported models, and mixed advertising-subscription models. It provides examples of companies that have successfully implemented each type of model and outlines some of the considerations and challenges involved in each model.
Business and Revenue Models in E-CommercePranay Panday
The document discusses different business models and revenue models for companies operating online, including value propositions, market offerings, resource systems, financial models like the advertising model, subscription model, transaction fee model, sales model, and affiliate model which generate revenue through various means like fees, subscriptions, sales, and referrals. It also covers different parties involved in online transactions like businesses interacting with other businesses, consumers, or both.
This document discusses internet marketing. It begins with an introduction to the history and development of the internet from its origins in the early 1980s to its current widespread use for activities like communication, social networking, e-commerce, and media consumption. Internet marketing refers to marketing products or services online using tools like display advertising, email marketing, interactive advertising, and search engine optimization. The document then provides examples and descriptions of these different internet marketing tools and techniques. It concludes by discussing the advantages, disadvantages, effects on different industries, and scope for further growth of internet marketing.
E-strategic management involves the formulation and implementation of major goals and initiatives based on an assessment of internal and external environments. E-strategy is the process of creating or modifying a business model for e-business through a sustainable and financially viable model. E-business is the business use of the internet that provides a business benefit like increased revenue or reduced costs. E-commerce involves digital transactions between organizations and individuals using the internet, while e-business refers to digitally enabling internal firm processes and systems. Unique features of e-commerce technology include ubiquity, global reach, universal standards, richness, interactivity, information density, personalization, social technology, and omnichannel experiences.
1. The document discusses different types of business models including product/service, B2B/B2C, and sector-specific models.
2. It contrasts the traditional "pipe" model, where value is created at one point and delivered elsewhere, with the platform model where producers and consumers interact directly to co-create value.
3. Popular digital business models are discussed including marketplace, on-demand, access-over-ownership, hypermarket, subscription-based, free, freemium, experience, and ecosystem models. Each has different focuses like customer acquisition or consistent service delivery.
This document summarizes key concepts from a textbook on e-commerce business models. It discusses different types of business models for B2C (business to consumer) and B2B (business to business) e-commerce, including portals, e-tailers, content providers, transaction brokers, market creators, service providers, and community providers for B2C. For B2B it discusses e-distributors, e-procurement, exchanges, industry consortia, and private industrial networks. It also discusses how the internet impacts industry value chains, firm value chains, and business strategy.
The document discusses features that are important for e-commerce website design. It notes that e-commerce websites aim to simplify the online shopping experience and guide visitors towards purchases. Key aspects of e-commerce design include furnishing authenticated product information, minimizing clicks to reach important pages, and balancing content in areas that attract the most visitor attention like the middle left and center of pages. Successful designs also incorporate features like multiple payment options, inventory management, and customer reviews.
The document discusses e-commerce and marketing concepts, defining e-commerce as the process of buying and selling goods and services over the Internet and examining different types of e-commerce organizations and marketing channels. It also covers benefits of e-commerce such as reduced costs and increased access to global markets, as well as internet advertising methods like banners ads and their benefits and limitations.
This document discusses various e-commerce business models, including B2C and B2B models. For B2C, it describes portal, e-tailer, content provider, transaction broker, market creator, service provider, and community provider models. For B2B, it discusses e-distributor, e-procurement, exchanges, and industry-wide networks. It also covers emerging models like C2C, P2P, and e-commerce enablers. Auctions are discussed as an online market mechanism where sellers offer goods and buyers bid until a final price is reached.
The document discusses various business models used in B2C e-commerce. It defines key terms like business model and e-commerce business model. It also describes different types of business models like portals, e-tailers, content providers, service providers, transaction brokers, community providers, and market creators. Each model is explained with examples. The document also discusses capabilities of B2C models like instant communication, global reach, reduced costs, and increased efficiency.
The document discusses several business models for B2C e-commerce, including portal sites that offer integrated services and content to generate advertising or subscription revenue, e-tailers that sell goods online like Amazon and Walmart, content providers that utilize subscriptions or advertising like CNN, transaction brokers that process online transactions for a fee like E-Trade, market creators that connect buyers and sellers like eBay, service providers that offer convenient services for a fee, and community providers that connect users through common interests like Facebook.
This document discusses different types of business models including business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer (C2C), business-to-government (B2G), and consumer-to-business (C2B). It also outlines the evolution of internet business models from the initial phase of establishing e-commerce websites to the second phase of integrating backend systems. Finally, it identifies the key components of a business model as the value proposition, market segment, value chain structure, revenue and profit creation, place in the value network, and competitive strategy.
What is a business model and how fulfill a business model canvas. Some example of wellknown companies business model: Coca Cola (glass bottle!), Financial Times, LinkedIn, Groupon, Twitter, Facebook, Blockbuster and Google.
Finally community business model (geographically based, professional and online communities) and what is a business plan and how is diverse from a business model.
This document outlines a web strategy and brand consolidation plan for a publishing company. The key objectives are to develop an online customer experience across marketing and product sites, maximize profitable online customer acquisition and retention, and expand brands through thought leadership online. It recommends consolidating multiple brands and sites under 8 main brands to improve SEO, marketing efficiency and the customer experience. The strategy involves redesigning sites and products, enhancing the member experience, developing social/community features, and defining new product delivery. It provides examples of how to structure brands both horizontally by topic and vertically by market served to create comprehensive compliance solutions for customers.
Topics Covered:
=================================================
Business Plan and Business Model
Ingredients of a Business Model
Major B2C Business Model
The document discusses various e-business models and components of e-commerce business models. It describes key components like value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. It also describes major B2C models like portals, e-tailers, content providers, and transaction brokers. Major B2B models discussed are B2B hubs, e-distributors, and B2B service providers. The document concludes with case studies on different approaches companies take in integrating online and offline businesses.
Dave ruberto - Internet marketing
Dave ruberto - Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.
Refer By - http://www.webopedia.com/TERM/I/internet_marketing.html
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
This chapter discusses various revenue models that companies can use for their e-business websites, including web catalog models, digital content subscription models, advertising-supported models, and mixed advertising-subscription models. It provides examples of companies that have successfully implemented each type of model and outlines some of the considerations and challenges involved in each model.
Business and Revenue Models in E-CommercePranay Panday
The document discusses different business models and revenue models for companies operating online, including value propositions, market offerings, resource systems, financial models like the advertising model, subscription model, transaction fee model, sales model, and affiliate model which generate revenue through various means like fees, subscriptions, sales, and referrals. It also covers different parties involved in online transactions like businesses interacting with other businesses, consumers, or both.
This document discusses internet marketing. It begins with an introduction to the history and development of the internet from its origins in the early 1980s to its current widespread use for activities like communication, social networking, e-commerce, and media consumption. Internet marketing refers to marketing products or services online using tools like display advertising, email marketing, interactive advertising, and search engine optimization. The document then provides examples and descriptions of these different internet marketing tools and techniques. It concludes by discussing the advantages, disadvantages, effects on different industries, and scope for further growth of internet marketing.
E-strategic management involves the formulation and implementation of major goals and initiatives based on an assessment of internal and external environments. E-strategy is the process of creating or modifying a business model for e-business through a sustainable and financially viable model. E-business is the business use of the internet that provides a business benefit like increased revenue or reduced costs. E-commerce involves digital transactions between organizations and individuals using the internet, while e-business refers to digitally enabling internal firm processes and systems. Unique features of e-commerce technology include ubiquity, global reach, universal standards, richness, interactivity, information density, personalization, social technology, and omnichannel experiences.
1. The document discusses different types of business models including product/service, B2B/B2C, and sector-specific models.
2. It contrasts the traditional "pipe" model, where value is created at one point and delivered elsewhere, with the platform model where producers and consumers interact directly to co-create value.
3. Popular digital business models are discussed including marketplace, on-demand, access-over-ownership, hypermarket, subscription-based, free, freemium, experience, and ecosystem models. Each has different focuses like customer acquisition or consistent service delivery.
This document summarizes key concepts from a textbook on e-commerce business models. It discusses different types of business models for B2C (business to consumer) and B2B (business to business) e-commerce, including portals, e-tailers, content providers, transaction brokers, market creators, service providers, and community providers for B2C. For B2B it discusses e-distributors, e-procurement, exchanges, industry consortia, and private industrial networks. It also discusses how the internet impacts industry value chains, firm value chains, and business strategy.
The document discusses features that are important for e-commerce website design. It notes that e-commerce websites aim to simplify the online shopping experience and guide visitors towards purchases. Key aspects of e-commerce design include furnishing authenticated product information, minimizing clicks to reach important pages, and balancing content in areas that attract the most visitor attention like the middle left and center of pages. Successful designs also incorporate features like multiple payment options, inventory management, and customer reviews.
The document discusses e-commerce and marketing concepts, defining e-commerce as the process of buying and selling goods and services over the Internet and examining different types of e-commerce organizations and marketing channels. It also covers benefits of e-commerce such as reduced costs and increased access to global markets, as well as internet advertising methods like banners ads and their benefits and limitations.
This document discusses various e-commerce business models, including B2C and B2B models. For B2C, it describes portal, e-tailer, content provider, transaction broker, market creator, service provider, and community provider models. For B2B, it discusses e-distributor, e-procurement, exchanges, and industry-wide networks. It also covers emerging models like C2C, P2P, and e-commerce enablers. Auctions are discussed as an online market mechanism where sellers offer goods and buyers bid until a final price is reached.
The document discusses various business models used in B2C e-commerce. It defines key terms like business model and e-commerce business model. It also describes different types of business models like portals, e-tailers, content providers, service providers, transaction brokers, community providers, and market creators. Each model is explained with examples. The document also discusses capabilities of B2C models like instant communication, global reach, reduced costs, and increased efficiency.
The document discusses several business models for B2C e-commerce, including portal sites that offer integrated services and content to generate advertising or subscription revenue, e-tailers that sell goods online like Amazon and Walmart, content providers that utilize subscriptions or advertising like CNN, transaction brokers that process online transactions for a fee like E-Trade, market creators that connect buyers and sellers like eBay, service providers that offer convenient services for a fee, and community providers that connect users through common interests like Facebook.
This document discusses different types of business models including business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer (C2C), business-to-government (B2G), and consumer-to-business (C2B). It also outlines the evolution of internet business models from the initial phase of establishing e-commerce websites to the second phase of integrating backend systems. Finally, it identifies the key components of a business model as the value proposition, market segment, value chain structure, revenue and profit creation, place in the value network, and competitive strategy.
What is a business model and how fulfill a business model canvas. Some example of wellknown companies business model: Coca Cola (glass bottle!), Financial Times, LinkedIn, Groupon, Twitter, Facebook, Blockbuster and Google.
Finally community business model (geographically based, professional and online communities) and what is a business plan and how is diverse from a business model.
This document outlines a web strategy and brand consolidation plan for a publishing company. The key objectives are to develop an online customer experience across marketing and product sites, maximize profitable online customer acquisition and retention, and expand brands through thought leadership online. It recommends consolidating multiple brands and sites under 8 main brands to improve SEO, marketing efficiency and the customer experience. The strategy involves redesigning sites and products, enhancing the member experience, developing social/community features, and defining new product delivery. It provides examples of how to structure brands both horizontally by topic and vertically by market served to create comprehensive compliance solutions for customers.
Topics Covered:
=================================================
Business Plan and Business Model
Ingredients of a Business Model
Major B2C Business Model
The document discusses different models of e-business and e-commerce. It describes e-business categories such as e-business, e-communication, e-commerce, and e-collaboration. Major applications of e-business are discussed including transaction processing, workflow, workgroup, and process control. E-commerce models including business-to-business, business-to-consumer, consumer-to-consumer, consumer-to-business, and others are outlined. Different e-commerce business models are also described such as brokerage, community, subscription, aggregator, infomediary, and advertising.
This document discusses different types of business models, including traditional models centered around a core product or service and newer internet-based models. It defines business models and strategies. Key internet business models described include brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. The document also discusses business-to-business (B2B) models like extranets and B2B marketplaces, as well as business-to-consumer (B2C) models like direct sellers, intermediaries, and community-based models. Challenges of implementing strategies and models online are also summarized.
Best Practices in Business Innovation: Business Models Changing the Landscape...Aggregage
Companies these days cannot afford to stand still!
Cheryl Perkins, Founder and President of Innovationedge and a visionary business leader, will share best practices of companies who are defining and implementing new business models. These models are used to create new pathways to value and deliver growth in today’s business climate. She will lead you on a journey through business model basics and describe how companies are taking innovation strategy to the next level, while tackling the current challenges of talent management and innovation fatigue.
The document discusses various e-commerce business models and strategies for a successful online business. It outlines business-to-business, business-to-consumer, consumer-to-consumer, and other models. It also describes 12 strategies for e-commerce success, including creating engaging content, offering subscriptions, optimizing product descriptions, and providing excellent customer service. Key factors for a successful online store are also covered, such as having a memorable brand, user-friendly design, search engine optimization, and multiple payment options.
The document discusses the World Wide Web (WWW) and websites. It provides technical definitions of the WWW as the collection of internet resources accessible via HTTP. It notes that the WWW was created by Tim Berners-Lee in 1989 to allow researchers to share information. The document outlines reasons for building a website like visibility, promotion, and competitive advantage. It discusses benefits of websites like cost-effectiveness, wider reach, and increased sales. It also covers push and pull marketing approaches and principles of effective website design like purpose, simplicity, and usability.
CRM and e-marketing aims to build long-term relationships with customers through applying digital technologies like the internet, email, and databases. It involves acquiring customers through various online and offline marketing communications, retaining customers through a positive customer experience, and extending the customer relationship over time. An effective CRM system uses customer data to segment customers, understand their behaviors and preferences, and engage with them through their preferred channels to improve satisfaction and loyalty.
Project Report - SME Furniture E Retail R4Manish Hirve
The document discusses the current state of e-retailing in India. It provides an overview of the e-retailing scenario, describing the major players and growth in the industry. Various business models for e-retailers are outlined, including marketplace, inventory-based, and managed marketplace. It also discusses the types of promotions commonly used by e-commerce websites in India, such as deals, flash sales, and cashback. The future of e-commerce in India is portrayed as promising, with projections of continued rapid growth in the industry.
The document discusses the Business Model Canvas, a tool developed by Alexander Osterwalder to help categorize the key components of a business model. The Business Model Canvas consists of 9 categories: value propositions, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. These categories represent the four main aspects of a business: customers, offer, infrastructure, and financial viability. The Business Model Canvas provides a simple and flexible way for businesses to visualize and iterate their strategy by mapping these key components.
The document discusses the Business Model Canvas, a tool developed by Alexander Osterwalder to help categorize the key components of a business model. The Business Model Canvas consists of 9 categories: value propositions, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. These categories represent the four main aspects of a business: customers, offer, infrastructure, and financial viability. The Business Model Canvas provides a simple and flexible way to visualize a business model, evaluate different strategic options, and communicate the model to others. It has helped many companies, like Apple, develop successful business strategies.
The PPT is about 3 Models Revenue model , B2B model and B2C model. These Models are different from types of Ecommerce Business. It will help you to understand different model with the help of real life examples. A case study is also provided for better knowledge. In the end you will be able to find your own ecommerce business model.
The document discusses the Business Model Canvas, a strategic management tool used to develop and improve business models. It consists of 9 blocks that describe key aspects of a business: key partners, activities, resources, value propositions, customer relationships, channels, customer segments, cost structure, and revenue streams. The canvas helps evaluate the feasibility, desirability and viability of a business model. Effective use involves workshops with stakeholders from different functions to design the model through discussion and testing hypotheses. The document provides a template and example of how Amazon's business model can be mapped onto the canvas.
This document discusses innovative business models through examples of companies that have disrupted their industries. It begins by defining a business model and its key components, including value proposition, market segment, revenue streams, and competitive strategy. Examples are then given of companies like Airbnb, Uber, Rent the Runway, and Warby Parker that have innovated their business models in areas like peer-to-peer sharing, on-demand services, direct-to-consumer approaches, and eliminating middlemen. The document stresses the importance of business model innovation in driving growth.
The document discusses various business models and revenue models for e-commerce. It describes common e-business models like the storefront model, auction model, portal model, and dynamic pricing models. It also outlines several revenue models including advertising, affiliate marketing, licensing, subscriptions, transaction fees, and sales. Finally, it examines how the internet impacts industry value chains by increasing efficiencies and enabling new participants like independent market operators and service providers.
E-marketing utilizes information technology to create, communicate, and deliver value to customers. It affects traditional marketing by increasing efficiency and transforming strategies. E-commerce uses electronic networks to simplify business processes from design to delivery. Effective e-marketing requires understanding customer needs, using various digital marketing techniques, and continuous testing and optimization. The benefits of e-marketing include empowering customers, removing barriers, and enabling knowledge management and customer relationship building.
This document discusses key aspects of digital marketing. It covers online market spaces, components of a digital marketing strategy, opportunities for building brand websites through content marketing and planning website creation. The objectives are to examine the role of digital marketing and how its effectiveness can be measured. Digital marketing strategies must align with business objectives and assess internal/external factors. Content marketing is discussed as a method to encourage audience engagement and increase brand awareness through sharing informative stories and content.
This document discusses different business models for internet businesses. It defines a business model as a set of activities and methods to generate income and sustain a company. Key elements of a business model include income generation, defining value propositions, selling methods, client acquisition, tasks, and technology resources. Electronic commerce involves purchasing, selling, transferring, and exchanging products, services or information over computer networks and devices. Common e-commerce models discussed include online marketing, freemium, subscription, payment for advertising, membership, payment by content, coupons, auctions, private purchase clubs, and games/bets/surveys.
1. E-commerce Web site design:
strategies and models
ARTICLE BY :
H. Joseph Wen
New Jersey Institute of Technology
PRESENTATION BY :
• Huma 15105
• Mehrunissa Jalil 10539
• Sidra Kanwal 10792
3. INTRODUCTION
• The purpose of this article is to examine the currently
available EC models and help readers to figure out the
best way to make money in the EC era.
• The benefits of electronic commerce
1. Product promotion
2. Cost saving
3. Timely information
4. Information consistency
5. Better customer service
6. Customization of products
7. Competitive advantages
4. BACKGROUND
• Hoffman (1995) proposed a structural framework for
examining the explosion in commercial activity on the
Web. The study leads to a new classification of current
commercial Web site designs as: online storefront;
Internet presence; content; mall; incentive site; and
search agent.
• Kalakota and Whinston (1996) classified advertising,
sales, and customer service as the main consumer-
oriented electronic commerce activities.
5. • Cappel and Myerscough (1996) identified five different
ways that a ``for-profit’’ company may use the Web
for:
– market awareness;
– customer support;
– sales;
– advertising; and
– electronic information services.
• Liu et al (1997) concluded that about 93 per cent of the
Fortune 500 companies display their products and
services on their Web sites, and about 26 per cent of
them provide for some type of online business with
their customers through their Web sites.
6. • Palmer and Griffith (1998), conducted a research and
argued that Web-based marketing activities and its site
design are driven by the interaction among the firm’s
market offering, marketing activities and technical
characteristics.
• From the seller’s perspective, Angehrn (1997) proposed
the ICDT model for analyzing and classifying EC
strategies. The model describes four virtual business
spaces, namely:
– virtual information space;
– virtual communication space;
– virtual distribution space; and
– virtual transaction space.
7. • Watson et al. (1998) coined the concept of
``attractors.’’ Authors visited many Web sites and use
metaphors to label and group sites into eight
potential attractors:
– the entertainment park;
– the archive;
– exclusive sponsorship;
– the town hall;
– the club;
– the gift shop;
– the freeway intersection; and
– the customer service center.
9. There are two generic Web site
design strategies:
1. Informational/Communicational
Strategy; And
2. On-line/Transactional Strategy
10. Web site design strategy
• Informational/ communicational designWeb site
design
•This approach is for companies to use the Web as a
supplement to traditional marketing, delivering additional
benefits to customers and building relationships with them
Definition/char
acteristic
• Putting companies’ catalog on-line
• Building broad awareness and image
• Using the Web as a cost-effective way to augment their core products
with related information and service function
• Obtaining cost savings from automating routine customer services
Promotion
measures/ways
• Providing large quantities of information to customers.
• Giving a company an instant global presence and attracting people to
one’s ad, some of them are not the company’s target market, but
potentially will be
• Opening a new communication channel allowing a company to develop
further relationships with customers
Merits
11. Web site design strategy
• On-line/transactional designWeb site design
•This approach is for companies to use the Web to construct
``virtual business’’ ± independent, profitable ventures that exist
only on the Internet
Definition/chara
cteristic
•Creating a retail presence larger than any physical store could
• Creating a virtual business providing extra information in a form competitors cannot imitate
•Creating a virtual business that takes a specialty product or collectible and sells it worldwide.
•Creating a virtual business that uses the Internet to produce superior economic benefits to
customers that competitors can not imitate
•Creating a virtual business providing convenience to customers that competitors cannot match
Promotion
measures/ways
• Providing a larger or more specialized selection of products than
competitors can offer
• Providing higher quality and higher quantity information, more
economic benefits, and more convenience than competitors can offer
• Providing a sense of community for customers
Merits
12. E-commerce Web site design
models
• There is no doubt that many Web design
models exist on the Internet and new models
are increasing expeditiously. EC is not just
about doing business over the Internet, it is
about changing the way companies do
business.
• It is about creating new business models while
transforming traditional ones.
14. The first four models that
Related to the informational/communicational
design are:
1. Brand awareness and image building model;
2. Cost saving model;
3. Promotion model; and
4. Info-mediary model.
15. BRAND AWARENESS AND IMAGE BUILDING
MODEL
• Web sites that apply this model provide detailed,
rational information about the firm and its
offerings.
• They may also serve as a indicator to current and
potential customers and competitors that the
firm is on the cutting edge.
• The model reaches motivated customers with an
information/image-rich communications
message. Because the entry barriers are so low,
smaller firms can set up this kind of site as well or
in some cases even better than larger firms.
16. Examples of the brand awareness and
image building model include
• Reebok
(www.Reebok.Com) lets
visitors read about
sports and fitness,
• Hear from reebok-
sponsored athletes,
• And learn about
reebok’s human-rights
activities, among other
things.
17. COST SAVING MODEL
• Saving from commercial activity on the Web includes cost-effective savings
and productivity savings.
• By directly meeting information needs, a Web site can be highly cost-
effective.
• Many companies now use their Web site to support the ownership phase
of the customer service life cycle.
• Productivity savings arise from reduction in order and processing costs
and more efficient inventory management.
• Cost savings result through reduced brochure printing and distribution
costs and reductions in order-taking as customers use fill-out forms to
prepare their own orders.
• As control is effectively transferred to the customer, customer satisfaction
might actually be increased.
18. Examples of the cost saving model
include
• Microsoft
(www.microsoft.com)
provides voluminous
support material, live
audio broadcasts of
Microsoft conferences,
product user groups,
and free download of
the patch and
supplemental programs.
19. PROMOTION MODEL
• The promotion model represents a unique form
of advertising that attracts a potential customer
to a site.
• The objective is to attract the user to the
commercial site behind it.
• In many cases, Web sites provide free gifts to get
users’ attention.
• The gifts typically include digitized material such
as software, photographs, music, and consumer
reports.
20. Examples of the promotion model
include
• Kodak
(www.kodak.com)
provides technical help
and tutorials for its
digital cameras and
offers a library of
colorful, high-quality
digital images that are
downloadable.
21. INFO-MEDIARY MODEL.
• An info-mediary may offer users free Internet access or free
hardware in exchange for detailed information about their
surfing and purchasing habits.
• This is more likely to succeed than the pure promotion model.
• Data about consumers and their buying habits are extremely
valuable.
• Especially when that information is carefully analyzed and
used to target marketing campaigns.
• Some firms are able to function as info-mediaries by collecting
and selling information to other businesses.
• The model can also work in the other direction:
• providing consumers with useful information about the Web
sites in a market segment that compete for their dollar.
22. Examples of the infomediary model
include:
• Audio Review
(www.AudioReview.com) is a site
that allows users to exchange
information with each other about
the quality of products and services
± or the sellers with whom they
have had a good/ bad purchase
experience.
• Other sites take the concept a step
further by integrating an intelligent
agent into a Web browser.
• Such agents monitor a user’s habits,
thereby increasing the relevance of
its recommendations to the user’s
needs ± and the value of the data to
the collector.
24. There are 12 different type of models
• Brokerage model
Brokers are match-makers. They bring buyers and
sellers together and facilitate transactions. Those
can be business-to business
• (B2B), business-to-consumer (B2C),
• or consumer-to-consumer (C2C) markets. A
• Broker makes its money by charging a fee for
• each transaction it enables. Examples of the
• brokerage model include:
• eTrade (www.eTrade.com)
25. Mall model
• An e-mall hosts many online merchants.
• Yahoo Shopping (Shopping.Yahoo.com)is
• A cyber shopping mall. It allows customers
• to visit just one site for all their shopping
• needs. Since it is an attractive and well
promoted
• site, it attracts many more
• visitors than any individual store could.
26. Advertising model
The Web-advertising model is an extension of
the traditional media-broadcasting model.
The broadcaster, in this case, a Web site,
provides content (usually, but not
necessarily, for free) and services (like e-mail , chat rooms
or forums)
Retail model E-tailers are an Internet version ofclassic
Whole salers and retailersof goods and services.
Sales may be made based on listprices or
through auction. I
27. Subscription model
• Subscription model Users pay for access to the site.
High value added content is essential.
• Quote.com (www.Quote.com) is an example of a site
profitably selling investment information.
• community model The viability of the community
model is based on user loyalty (as opposed to high
traffic volume)
28. Customization model
This model provides customers with content that is
customized to meet their preferences.
Manufacturer model This model is predicated on the
power of the Web to allow manufacturers to reach
buyers directly and thereby compress the distribution
channel (i.e. eliminate Whole salers and retailers)
29. Summary
This paper studies the emerging models of e-commerce Web site
design. The models are categorized based on different Web design
site strategies. We identify two major Web site design strategies:
``informational/communicational design strategy’’ and
``on-line/transactional design strategy.’’ The
models for informational/communicational
design strategy include brand awareness and
image building, cost saving, promotion, and
info-mediary. The models for online transactional design strategy
include
brokerage, retail, mall, advertising,
subscription, community, manufacturer, and
customization.