Module-1 Marketing in Digital Environment
- 2. Digital Environment Digital environments are integrated communication environments wherein electronic, digital and wireless devices represent as tools that communicate, interact and manage the content and activities within themselves. The concept is based on digital electronics systems which are integrated and implemented for a global community.
- 3. Digital environments in business A digital environment in business includes every resource that is either a computer-, mobile device-, or electronically-based resource in the organization in an integrated system. If an organization conducts business activities through the Internet or any other electronic- based communications system, including websites, e- mail, search engine optimization strategies, social media marketing, podcasts, webinars, and even voice over IP phone service (VOIP), they are conducting these activities in a digital environment.
- 4. Marketing in Digital Environment- Benefits: Better growth options for small business Higher Conversion Rate Establishing Brand Reputation Solving Customers Problems Engagement with Mobile Customers Expansion of faith in your brand Better ROI Cost-Effective Increase in Potentiality Computable form of marketing Expanding audience reach Easy adaption of tactics and strategies
- 5. Website Development Step 1. Gathering Information: Purpose, Main Goals, and Target Audience Step 2. Planning: Sitemap and Wireframe Creation Step 3. Design: Page Layouts, Review, and Approval Cycle Step 4. Content Writing and Assembly Step 5. Coding Step 6. Testing, Review, and Launch Step 7. Maintenance: Opinion Monitoring and Regular Updating
- 6. Management of Website 1. User interface and user experience 2. Scalability 3. Performance 4. Knowledge of framework and platforms 5. Security
- 7. Common E-Commerce Models There are primarily six E- Commerce business models: 1. Business-to-Business (B2B) 2. Business-to-Consumer (B2C) 3. Consumer-to-Business (C2B) 4. Consumer-to-Consumer (C2C) 5. Business-to-Government (B2G) 6. Consumer-to-Government (C2G)
- 8. Business-To-Business (B2B) As the name suggests, the business-to-business model of E-Commerce is one where the exchange of good or service takes place between corporations instead of individuals. It is usually a situation whereby one company provide goods or services online with other companies as its target audience.
- 9. Business-To-Consumer (B2C) The B2C E-Commerce business model is what usually comes to people’s mind when they hear the word “e- commerce.” It is perhaps this popularity that is also responsible for the increased activity in this field.
- 10. Consumer-To-Business (C2B) The C2B E-Commerce model is the opposite of B2C meaning that in this case, would be consumers are now the ones offering goods and services to business operators. Interestingly, the C2B industry is arguably the most significant employment channel other than paid office jobs, because the transactions are borderless
- 11. Consumer-To-Consumer (C2C) Under the C2C E-Commerce business model, consumers sell to consumers usually through a third- party website or an independent online platform that they created for this purpose. Generally, all peer-to-peer transaction of goods and services carried out online falls into the C2C e- commerce business model. It requires a high level of trust between the customers and not necessarily on the platform on which the trade is carried out.
- 12. Business-To-Government (B2G) As the name rightly suggests, the B2G E-Commerce model is one where a business sells its product or service to the government of either the area where its operations are based or elsewhere. In most case, businesses under this umbrella have these government or public administrative offices as their only clients and receive contracts on a long-term basis. Such a situation makes it possible for them to easily calculate profits and manage funds effectively while delivering their solution to a wide audience.
- 13. Consumer-To-Government (C2G) C2G is just the opposite of the last E-Commerce business model albeit a little difference; this time it is the consumers or members of the public that offer value to the government or public administrative agencies.
- 14. Online surveys Online survey or internet survey, is one of the most popular data-collection sources, where a set of survey questions is sent out to a target sample and the members of this sample can respond to the questions over the world wide web. Respondents receive online surveys via various mediums such as email, embedded over website, social media etc.
- 15. Characteristics of Online Surveys Purpose of the online survey Research Design Precisely structured survey questions Clearly defined target sample Collection and Analysis of respondent feedback Transparent reporting of survey responses
- 16. Online Surveys-Advantages Faster Medium to reach the target audience Real time analysis Cost efficient Minimum margin of error Convenient to understand for respondents Saves time Respondents are more truthful
- 17. Online Surveys-Disadvantages Respondent Cooperation Issues Questionable data reliability Limited access to certain sections of a population:
- 18. Blog A blog (a truncation of "weblog")is a discussion or informational website published on the world wide web consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order, so that the most recent post appears first, at the top of the web page
- 19. Types of Blogs Personal Blogs, collaborative or group blogs Micro blogs Corporate and organizational blogs Aggregated Blogs By genre Y Media Blog By Device Reverse Blog
- 20. Data Mining In simple words, data mining is defined as a process used to extract usable data from a larger set of any raw data. It implies analysing data patterns in large batches of data using one or more software.
- 21. Features of Data Mining • Automatic pattern predictions based on trend and behaviour analysis. • Prediction based on likely outcomes. • Creation of decision-oriented information. • Focus on large data sets and databases for analysis. • Clustering based on finding and visually documented groups of facts not previously known.
- 22. Customer Profiling It is a way to create a portrait of your customers to help you make design decisions concerning your service. Your customers are broken down into groups of customers sharing similar goals and characteristics and each group is given a representative with a photo, a name, and a description
- 23. Competitor Analysis online-Steps Identify your competitors Use online tools to analyze their strategies Compare them to one another Perform a swot analysis Identify your unique position
- 24. Integrating Online and Offline Strategies 1. Associate offline promotions with an online call to action. 2. Use online data to support offline efforts. 3. Offer free giveaways and competitions. 4. Start using UTM codes. 5. Get your online customers to contribute to your offline marketing