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16 Part 1 Introduction

Activity 1.4 Understanding e-commerce and e-business

Purpose
To help you assess how different types of online presence are used for marketing.
visit the
www Activity
Visit each of the sites below and then place them into one of the four categories of
online presence according to their primary focus:

1 Transactional e-commerce site.
2 Services-oriented relationship-building web site.
3 Brand-building site.
4 Portal or media site.

You should also indicate their secondary focus in terms of these four site types.
Example sites
• Business site: Silicon (www.silicon.com)
• Bank, e.g. HSBC (www.hsbc.com)
• Lingerie manufacturer, e.g. Gossard (www.gossard.com)
• Management consultants such as PricewaterhouseCooper (www.pwcglobal.com)
and Accenture (www.accenture.com)
• Beverage manufacturers, e.g. Tango (www.tango.com), Guinness (www.guinness.com)
• Travel company, Thomas Cook (www.thomascook.com)
• An end-product manufacturer such as Vauxhall (www.vauxhall.co.uk)
• Consumer site, Yahoo! (www.yahoo.com)
• Online retailer such as Amazon (www.amazon.com).
Answers to activities can be found at www.pearsoned.co.uk/chaffey

Digital marketing

Digital marketing Digital marketing, e-marketing or Internet marketing is yet another field you will hear of which
This has a similar is closely related to e-commerce. ‘Digital marketing’ is a term increasingly used by specialist
meaning to ‘electronic

marketing’ – both e-marketing agencies, in recruitment of specialist staff and the new media trade publications
describe the management such as New Media Age (www.nma.co.uk) and Revolution (www.revolutionmagazine.com) to
and execution of refer to sell-side e-commerce. We cover digital marketing in more detail in Chapters 8 and 9.
marketing using electronic
media such as the web, To help explain the scope and approaches used for digital marketing the IDM
e-mail, interactive TV and (www.theidm.com) has developed a more detailed explanation of digital marketing:
wireless media in
conjunction with digital Digital marketing involves:
data about customers’
characterstics and Applying these technologies which form online channels to market:
behaviour.
– Web, e-mail, databases, plus mobile/wireless and digital TV.
Feed or RSS feed
To achieve these objectives:
Blog, news or other
content is published by – Support marketing activities aimed at achieving profitable acquisition and retention of
an XML standard and
syndicated for other sites customers … within a multi-channel buying process and customer lifecycle.
or read by users in RSS Through using these marketing tactics:
reader services such as
Google Reader, – Recognising the strategic importance of digital technologies and developing a planned
personalized home pages approach to reach and migrate customers to online services through e-communications
or e-mail systems. RSS
stands for ‘really simple and traditional communications. Retention is achieved through improving our customer
syndication’. knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering inte-
grated, targeted communications and online services that match their individual needs.