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E-Commerce is subdivided into
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E-Commerce is subdivided into:
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Sell-Side E-Commerce
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Buy-Side E-Commerce
Note: Distinguish between Intranet, Extranet and Internet
Why is a Digital Strategy needed?
Simply to be better by (Competitive Advantage)
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To set clear goals for digital channels
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To align with business strategy (avoid ad-hoc approaches)
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Create a specific online value proposition (OVP)
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Specify communications tools to drive visitors
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Integrate digital and traditional channels
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Manage customer lifecycle (e.g. through email marketing)
Applications of Digital Marketing
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An advertising medium
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A direct-response medium
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A platform for sales transactions
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A lead-generation method
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A distribution channel
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A Customer service mechanism
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A relationship-building medium
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