IT8005 ELECTRONIC COMMERCE

IV YEAR / VIII SEMESTER B.Tech.- INFORMATION TECHNOLOGY

UNIT - IV

BUSINESS CONCEPTS IN E-COMMERCE

COMPILED BY,

Mr.M.KARTHIKEYAN, M.E., HoD / IT

VERIFIED BY

HOD PRINCIPAL CEO/CORRESPONDENT

DEPARTMENT OF INFORMATION TECHNOLOGY

SENGUNTHAR COLLEGE OF ENGINEERING, TIRUCHENGODE – 637 205.

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 UNIT - IV

BUSINESS CONCEPTS IN E-COMMERCE

 Digital Commerce
 Marketing and Advertising strategies and tools –
 Internet Marketing Technologies
 Social Marketing –
 Mobile Marketing –
 Location based Marketing –
 Ethical, Social, Political Issues in E-Commerce

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 LIST OF IMPORTANT QUESTIONS
UNIT - IV

BUSINESS CONCEPTS IN E-COMMERCE

PART – A
1. What are two major approaches to form virtual organizations? (NOV/DEC2021)
2. What are the two problems of the vertical organization? (NOV/DEC2021)
3. What are the five main elements of a comprehensive multi-channel marketing plan?
(NOV/ DEC 2020 AND APRIL / MAY 2021)
4. Outline the diagram for a traditional demand curve and interpret the same. (NOV/ DEC
2020 AND APRIL / MAY 2021)
5. How to Build an Online Store?
6. Compare Social Marketing and Commercial Marketing.
7. How Does Digital Commerce (eCommerce) Work?
8. What is Location-Based Marketing?
9. What Is E-Marketing?
10. Write the Advantages of e-Marketing.
11. Write the Types of E-Marketing.
12. Write the Importance of E-Marketing.
13. What are the ethical social and political issues in e commerce?
14. What are the ethical issues in e commerce?
15. What ethical social and political issues are raised by information systems?
PART – B
1. Explain briefly about the new forms of organizational structure. (13) (NOV/DEC2021)
2. Write about work flow automation and coordination. (13) (NOV/DEC2021)
3. Recall and spell the key elements of a mobile marketing campaign. (6) (NOV/ DEC 2020
AND APRIL / MAY 2021) Explain in detail about Components of mobile marketing.
4 . Why is location-based marketing so attractive to marketers? List out the points.
(7) (NOV/ DEC 2020 AND APRIL / MAY 2021)
5. Spell about the unique features of e-commerce technology and their potential
ethical, social and / or political implications in detail.(13) (NOV/ DEC 2020 AND APRIL /
MAY 2021)
6. Discuss in detail about Best ecommerce business ideas.
7. Discuss in detail about Marketing,advertising strategies & tools.

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 UNIT - IV

BUSINESS CONCEPTS IN E-COMMERCE

PART – A

1. What are two major approaches to form virtual organizations? (NOV/DEC2021)

 Mobile Working:
 Virtual Teams:
 Telecommuting:
 Hot Desking:
 Hoteling:
 Telecentres:

2. What are the two problems of the vertical organization? (NOV/DEC2021)

Lack of Innovation
Slow and Inflexible
3. What are the five main elements of a comprehensive multi-channel marketing plan?
(NOV/ DEC 2020 AND APRIL / MAY 2021)
5 Components of Multi-Channel Marketing

 Know the Benefits. Adopting a multichannel approach to marketing comes with a slew of
benefits. ...
 Set Clearly Defined Goals. ...
 Identify and Prioritize Key Channels. ...
 Cater Your Content to the Channel. ...
 Measure Your Results.

4. Outline the diagram for a traditional demand curve and interpret the same. (NOV/ DEC
2020 AND APRIL / MAY 2021)
The demand curve is a graphical representation of the relationship between the price of a
good or service and the quantity demanded for a given period of time. In a typical representation,
the price will appear on the left vertical axis, the quantity demanded on the horizontal axis. 

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5. How to Build an Online Store?
Building an online shop has never been easier in this day and age. All we need is a
domain name, website hosting, and some sort of ecommerce website builder. Even if we don’t
have any design and coding skills and experience, we can have one up and running within
minutes.
This is thanks to what is known as website builders, and there are plenty of them
available. The most popular website builders require no coding or website building experience.
However, they tend to cost a good deal.
Alternatively, we can design an online shop for free with WordPress and use a plugin
like WooCommerce to handle the ecommerce side of things. It’s a great cost-effective solution,
compared to monthly charged conventional website builders.

6. Compare Social Marketing and Commercial Marketing.

Social Marketing      Commercial Marketing 
Meets the needs of the priority   population Creates a need for the priority population
Society and consumer profit    Marketer profits more than consumer
Organizations with similar goals cooperate  Businesses with similar goals compete
Campaigns take longer to change behavior Shorter time needed to sell a product
Shorter term commitment and
Comsumer involvement and commitment needed
involvement

7. How Does Digital Commerce (eCommerce) Work?

Digital commerce includes the marketing activities that support these transactions,
including people, processes, and technologies to execute the offering of development content,
analytics, promotion, pricing, customer acquisition and retention, and customer experience at all
touchpoints throughout the customer buying journey.
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8. What is Location-Based Marketing?
Location-based marketing allows organizations to target consumers at a granular, person
level with online or offline messaging based on their physical location. Using location data,
marketing teams are able to reach consumers based on qualifiers like proximity to a store,
events happening in their region, and more. 

9. What Is E-Marketing?
E-Marketing (a.k.a. electronic marketing) refers to the marketing conducted over the
Internet. Two synonyms of E-Marketing are Internet Marketing and Online Marketing which are
frequently interchanged. E-Marketing is the process of marketing a brand (company, product, or
service) using the Internet through computers and mobile devices mediums. By such a
definition, eMarketing encompasses all the activities a business conducts via the worldwide web
with the aim of attracting new business, retaining current business and developing its brand
identity.

10. Write the Advantages of e-Marketing.

 Ability to target your customers faster and cheaper
 Reduction of marketing costs through automation of electronic media
 Near real-time interaction between the marketer and the end user
 Ability to quantify and collect user data
 One-to-one marketing experience
 Increased interactivity
 Ability to implement marketing strategies in a short time-frame
 Ability to scale with the market
 Appeal to specific interests
 Geo-targeting

11. Write the Types of E-Marketing.

 Search Engine Optimization (SEO)
 Paid Advertising (PPC)
 Email Marketing
 Social Media Marketing
 Mobile Marketing

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12. Write the Importance of E-Marketing.
The return on investment(ROI) from E-Marketing can far exceed that of traditional
marketing strategies. Also, the transparency of the internet allows the marketer to have access to
analytics and data in a near real-time fashion which will allow the marketer to make changes to
align with the market’s reaction thus making E-Marketing a preferred solution for Marketing
Professionals.
13. What are the ethical social and political issues in e commerce?
The major ethical, social, and political issues that have developed around e
commerce over the past seven to eight years can be loosely categorized into four major
dimensions: information rights, property rights, governance, and public safety and welfare .
14. What are the ethical issues in e commerce?

 Web tracking. Every time someone visit the web, the website system retains some trails of
the users that can be refer later, this trails are normal call logs. ...

 Online Privacy. ...

 Web Spoofing. ...

 Cyber-Squatting. ...

 Privacy Invasion. ...

 Email Spamming & phishing. ...

 Intellectual Property Theft and Copyright Trolls.

15. What ethical social and political issues are raised by information systems?

The main ethical, social, and political issue raised by information systems center

around information rights and obligations, property rights and obligations, accountability and
control, system quality, and quality of life.

16. What are the legal issues of e commerce?

Seven key legal issues in the e-commerce

 Domain name. The choice of domain name in the e–commerce is difficult process

requiring assessment of many factors. ...
 Website. ...

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  Rights of Intellectual Property. ...
 Terms and conditions, required information. ...
 Privacy and security. ...
 Online deals. ...
 Return policy.

17. What is intellectual property in e commerce?

Intellectual Property (IP) is a legal term that has been associated with industrial property with
copyrights and other rights in the similar field. It is a process where someone creates anything
from their mind like inventions, literary, artistic works, designs, symbols, names and images
which are used in commerce
18. What are ethical issues in society?
 Privacy and Confidentiality. Privacy has many dimensions. ...
 Socially Vulnerable Populations. ...
 Health Insurance Discrimination. ...
 Employment Discrimination. ...
 Individual Responsibility. ...
 Race and Ethnicity. ...
 Implementation Issues.

PART - B
1. Explain briefly about the new forms of organizational structure. (13) (NOV/DEC2021)
1. Hierarchical org structure

Hierarchical org chart example (click on image to modify online)

The pyramid-shaped organizational chart we referred to earlier is known as a hierarchical org
chart. It’s the most common type of organizational structure—the chain of command goes from
the top (e.g., the CEO or manager) down (e.g., entry-level and low-level employees), and each
employee has a supervisor. 
Pros    
 Better defines levels of authority and responsibility
 Shows who each person reports to or who to talk to about specific projects
 Motivates employees with clear career paths and chances for promotion     
 Gives each employee a specialty     
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  Creates camaraderie between employees within the same department
Cons
 Can slow down innovation or important changes due to increased bureaucracy
 Can cause employees to act in interest of the department instead of the company as a
whole
 Can make lower-level employees feel like they have less ownership and can’t express
their ideas for the company
2. Functional org structure

Functional org chart example (click on image to modify online)

Similar to a hierarchical organizational structure, a functional org structure starts with positions
with the highest levels of responsibility at the top and goes down from there. Primarily, though,
employees are organized according to their specific skills and their corresponding function in the
company. Each separate department is managed independently. 
Pros
 Allows employees to focus on their role
 Encourages specialization
 Help teams and departments feel self-determined
 Is easily scalable in any sized company

Cons
 Can create silos within an organization
 Hampers interdepartmental communication
 Obscures processes and strategies for different markets or products in a company
3. Horizontal or flat org structure

Horizontal or flat org chart example (click on image to modify online)

A horizontal or flat organizational structure fits companies with few levels between upper
management and staff-level employees. Many start-up businesses use a horizontal org structure
before they grow large enough to build out different departments, but some organizations
maintain this structure since it encourages less supervision and more involvement from all
employees.
Pros    
 Gives employees more responsibility
 Fosters more open communication    
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  Improves coordination and speed of implementing new ideas    
Cons
 Can create confusion since employees do not have a clear supervisor to report to
 Can produce employees with more generalized skills and knowledge
 Can be difficult to maintain once the company grows beyond start-up status

Market-based divisional org chart example (click on image to modify online)

4. Divisional org structure

In divisional organizational structures, a company’s divisions have control over their own
resources, essentially operating like their own company within the larger organization. Each
division can have its own marketing team, sales team, IT team, etc. This structure works well for
large companies as it empowers the various divisions to make decisions without everyone having
to report to just a few executives. 
Depending on your organization’s focus, there are a few variations to consider.
Market-based divisional org structure
Divisions are separated by market, industry, or customer type. A large consumer goods
company, like Target or Walmart, might separate its durable goods (clothing, electronics,
furniture, etc.) from its food or logistics divisions. 

Product-based divisional org chart example (click on image to modify online)

Product-based divisional org structure
Divisions are separated by product line. For example, a tech company might have a division
dedicated to its cloud offerings, while the rest of the divisions focus on the different software
offerings—e.g., Adobe and its creative suite of Illustrator, Photoshop, InDesign, etc.

Geographical divisional org chart example (Click on image to modify online)

Geographic divisional org structure
Divisions are separated by region, territories, or districts, offering more effective localization and
logistics. Companies might establish satellite offices across the country or the globe in order to
stay close to their customers.

Matrix org chart example (click on image to modify online)

 

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Pros
 Helps large companies stay flexible 
 Allows for a quicker response to industry changes or customer needs
 Promotes independence, autonomy, and a customized approach
Cons
 Can easily lead to duplicate resources
 Can mean muddled or insufficient communication between the headquarters and its
divisions
 Can result in a company competing with itself
5. Matrix org structure
A matrix organizational chart looks like a grid, and it shows cross-functional teams that form for
special projects. For example, an engineer may regularly belong to the engineering department
(led by an engineering director) but work on a temporary project (led by a project manager). The
matrix org chart accounts for both of these roles and reporting relationships.
Pros
 Allows supervisors to easily choose individuals by the needs of a project
 Gives a more dynamic view of the organization
 Encourages employees to use their skills in various capacities aside from their original
roles

Cons
 Presents a conflict between department managers and project managers
 Can change more frequently than other organizational chart types
6. Team-based org structure

Team-based org chart example (click on image to modify online)

It’ll come as no surprise that a team-based organizational structure groups employees according
to (what else?) teams—think Scrum teams or tiger teams. A team organizational structure is
meant to disrupt the traditional hierarchy, focusing more on problem-solving, cooperation, and
giving employees more control.
Pros
 Increases productivity, performance, and transparency by breaking down silo mentality
 Promotes a growth mindset
 Changes the traditional career models by getting people to move laterally
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  Values experience rather than seniority
 Requires minimal management
 Fits well with agile companies with Scrum or tiger teams
Cons
 Goes against many companies’ natural inclination of a purely hierarchical structure
 Might make promotional paths less clear for employees
See why forming tiger teams is a smart move for your organization.

7. Network org structure

Network org structure example (click on image to modify online)

These days, few businesses have all their services under one roof, and juggling the multitudes of
vendors, subcontractors, freelancers, offsite locations, and satellite offices can get confusing. A
network organizational structure makes sense of the spread of resources. It can also describe an
internal structure that focuses more on open communication and relationships rather than
hierarchy.
Pros
 Visualizes the complex web of onsite and offsite relationships in companies
 Allows companies to be more flexible and agile
 Give more power to all employees to collaborate, take initiative, and make decisions
 Helps employees and stakeholders understand workflows and processes
Cons
 Can quickly become overly complex when dealing with lots of offsite processes
 Can make it more difficult for employees to know who has final say
Consider the needs of your organization, including the company culture that you want to develop,
and choose one of these organizational structures.

2. Write about work flow automation and coordination. (13) (NOV/DEC2021)

Importance of workflow automation
Workflows should be automated whenever possible for numerous reasons, including to achieve
faster operations and to increase the efficiency and accuracy of automated tasks.
Workflow automation is important for other reasons as well, including the following:
 High-value tasks. By relieving workers of mundane, low-value tasks, automation frees
them to work on higher-value, nonautomated tasks that only humans can handle.

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  Savings. Increased productivity generates cost savings.
 Visibility. The workflow mapping that's used to program automation software creates
visibility into the processes being automated. That gives an organization a top-down view
of its workflows that can help it remove outdated or redundant tasks that drain time and
resources.
 Communication. That increased visibility in turn can improve employee and
interdepartmental communication and coordination, further enhancing efficiency and
eliminating bottlenecks.
 Customer service advantages. By automating responses to customer inquiries,
organizations can improve customer service and customer satisfaction. Of the nearly 300
executives surveyed for the 2021 Global Customer Success Survey from software maker
SmartKarrot, 84% said automation is important or extremely important for their customer
service operations.
 Product quality. With human error eliminated, overall product quality improves.
 Performance tracking. By digitalizing the tasks within a workflow, automation can track
performance of the workflow from end to end. This enables an organization to easily
review how well its business operates.
These attributes are important because they boost an organization's ability to compete in the
digital era. The Zapier report spoke to this point, noting that 88% of SMBs surveyed said
automation enables their companies to compete with larger entities.
Benefits of workflow automation in business processes
Benefits of workflow automation include the following:
 reduced workflow cycles;
 less need for manual labor and handling of products;
 better adherence to compliance rules and regulations;
 more visibility into workflow tasks;
 increased ability to identify and remove operational bottlenecks;
 optimized customer experience, satisfaction and service;
 improved employee satisfaction, resulting from the elimination of repetitive tasks;
 real-time insights provided by workflow analysis tools such as dashboards and key
performance indicators (KPIs);
 opportunities to engage in the continual improvement of workflows due to the increased
operational insights;
 better workload management due to the increased operational insights;

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  better internal and external communications and coordination;
 more accountability for who is responsible for what because each step in the business
workflow is clearly assigned;
 more employee time for high-value tasks;
 increased productivity;
 lower operational costs;
 higher workflow accuracy as automation removes the potential for human error;
 improved ability to scale because workflow automation can be adjusted as demand goes
up and down; and
 more efficient task management, with the inclusion of dashboards, calendars and other
tools that can be made available through workflow automation software tools.
Workflow automation examples
Below are four examples of tasks that workflow automation can handle:
1. organizing document approval and signing;
2. moving employees, partners and customers through processes;
3. facilitating invoicing and other accounting- and sales-related processes; and
4. responding to customer inquiries and requests.
Uses of workflow automation
Organizations across all industries can benefit from workflow automation. Moreover, they can
use this technology in various departments and niche areas such as supporting DevOps
workflows within the IT department.
The following examples illustrate the applicability of workflow automation in industries and
departments:
Healthcare. Medical providers use workflow automation to generate staff work schedules and
on-call rotations. Providers also use these tools to support patient admission and discharge and
to transfer patients' electronic health records. In each of these areas, workflow automation lets
healthcare workers focus on more important work, such as direct patient care.
Legal. Whether in the legal industry itself or in the legal function within an enterprise, workflow
automation is used to automate billing, input new client information, submit and track contract
reviews and manage case deadlines.
Information technology. IT departments use automation to support DevOps teams and other
groups. They use it to automate the orchestration of the software development pipeline, data
monitoring, data collection, testing code development, service requests, new account setup and

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the deployment of tests and code. For example, a DevOps group could automate the testing of a
new e-commerce app.
Financial. Financial businesses and groups within an enterprise use workflow automation for
data entry and account approval processes. In the enterprise, they also use it to automate tasks
such as paid time off requests and salary adjustments.
Marketing. Workflow automation can help with various aspects of marketing automation, making
tasks associated with brand management and campaigns happen automatically in a prescribed
order.
Sales. These departments often automate the approval of proposals and quotes, the introduction
of salespeople to leads generated through website interactions and the generation of a task list
once a lead schedules a meeting with a sales rep.
Cybersecurity. Workflow automation speeds incident response, making the process more
efficient.
Human resources. Automation facilitates various HR processes, such as time sheet approvals,
onboarding and offboarding employees and managing personnel changes.
Operations. Workflow automation is used for a multitude of tasks, including compiling reports
and assigning tasks.
Workflow automation steps
Implementing workflow automation software typically involves the following seven steps:
1. Identify the processes that would make good candidates for automation, namely those
made up of repetitive manual tasks. In doing this, prioritize the workflows that are most
inefficient and prone to human error or ones that are expensive to do manually.
2. Map out the process and design the workflow. This step requires an in-depth knowledge
of business operations.
3. Define the business goals. Organizations should articulate how implementing workflow
automation can deliver on specific goals, whether those goals involve saving money,
improving efficiency, reducing errors, boosting productivity or delivering another benefit
typically associated with this technology.
4. Research, choose and implement the workflow automation software. Organizations
should pick software that has the features, functions and service-level agreements at the
right price point to help them achieve their stated business goals.
5. Train employees to use the workflow automation software, supporting the initiative with a
solid change-management program.

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 6. Establish KPI metrics and use them to measure success and adjust automated
workflows to meet the goals.
7. Drive continuous improvement by gathering employee feedback, which combined with
the KPIs can improve the user experience and the overall workflow.

3. Recall and spell the key elements of a mobile marketing campaign. (6) (NOV/ DEC 2020
AND APRIL / MAY 2021) Explain in detail about Components of mobile marketing.
Mobile marketing goes far beyond text messaging and mobile apps. To have a cohesive
marketing experience, you must consider responsive design across the board.
 Mobile-friendly websites. Mobile-friendly content fits on the screen without side-to-side
scrolling or zooming, it loads quickly, and it’s free of mobile-specific errors. The most
important reason to maintain a mobile-friendly site is to create a consistent and engaging
user experience (UX). Mobile UX has a dramatic effect on every stage of the buying
cycle. 
 Mobile-friendly marketing SMS and MMS messages. SMS (short message service) and
MMS (multimedia message service) messaging are two direct methods you can use to
send content to customers, but it’s important to use these channels wisely. Gain
knowledge of the best techniques to get your messaging to your customer fast, and go
over the cardinal rules for an effective campaign, whether it be promos, videos, product
alerts, or reminders. 
 Mobile-friendly advertising and landing pages. Fifty-seven percent of email is opened
on mobile platforms and 69% of mobile users delete email that isn’t optimized for mobile
(Litmus). Because of this, it’s imperative that your emails employ responsive design—a
strategy that automatically formats webpage content for optimal viewing on any device.
And don’t forget about landing pages. If your email is mobile friendly, but the click-through
goes to a landing page that isn’t optimized for mobile, that visitor will likely become
frustrated and click away.
 Mobile-friendly apps. With the right strategy and road map, mobile apps can provide an
opportunity to drive profound engagement with your customers. Explore the different types
of apps—productivity, commerce, retained engagement, and mixed-use—and whether or
not a mobile app is the right move to support your acquisition, engagement, or conversion
business goals. 
 Mobile-friendly MarTech. Twenty percent of mobile apps are only used once. With most
consumers having 50 to 100 apps on their phones, how can you ensure that your
company's mobile app stands out from the competition? Mobile app developers face many
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 unique marketing challenges, including the need to drive ongoing app downloads, installs,
and usability improvements. Companies with mobile apps that have used marketing
automation can better drive app downloads, user retention, engagement, and
monetization.

4 . Why is location-based marketing so attractive to marketers? List out the points.

(7) (NOV/ DEC 2020 AND APRIL / MAY 2021)
Location-based mobile marketing utilizes different techniques to target users based on
their location. The most common ones are geo-fencing, geo-conquesting, and proximity
marketing. Each of these techniques uses different technologies to target users, some of which
are GPS, IP address, and beacons. When a user is in a certain location, automated messages
and ads get triggered.
Location-based mobile marketing aims to grab the users’ attention and hopefully turn them
into customers. You do that with ads that are location-specific and relevant to the user. Your
chosen audience receives notifications on their smartphones or tablets. Location-based ads can
also show up if a user conducts a “near me” search.
It’s important to note is that users first need to opt-in to receive notifications. This includes
allowing the app to access their current location. Privacy is a big deal when it comes to location-
based marketing.
People are already scared of companies stealing their data and surveilling them. So first,
make sure you always get all the permissions. Otherwise, users will see you as untrustworthy.
And that’s not how you want to be perceived.
We spend A LOT of time on our phones every single day. That’s just a fact. We can lie to
ourselves and pretend that we’re not constantly staring at our phone screens, but let’s be
honest… We can’t longer live without our phones.
And It’s interesting is that we increasingly use mobile devices to access the Internet.  In
fact, the World Advertising Research Center predicts that by 2025, ¾ of internet users will access
it using their mobile devices.
Marketers are very aware of that fact. That’s why so many marketing strategies focus on
mobile. Location-based mobile marketing takes advantage of the fact that people are constantly
using their phones. It means users can be reached anywhere and anytime.

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5. Spell about the unique features of e-commerce technology and their potential
ethical, social and / or political implications in detail.(13) (NOV/ DEC 2020 AND APRIL /
MAY 2021)

Public Policy Issues in E commerce

The major ethical, social, and political issues that have developed around e commerce over the
past seven to eight years can be loosely categorized into four major dimensions: information
rights, property rights, governance, and public safety and welfare . Some of the ethical,
social, and political issues raised in each of these areas include the following:
 Information rights: What rights to their own personal information do individuals have in a
public marketplace, or in their private homes, when Internet technology make information
collection so pervasive and efficient? What rights do individuals have to access
information about business firms and other organizations?
 Property rights: How can traditional intellectual property rights be enforced in an internet
world where perfect copies of protected works can be made and easily distributed
worldwide in seconds?
 Governance: Should the Internet and e-commerce be subject to public laws? And if so,
what law-making bodies have jurisdiction - state, federal, and/or international?

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  Public safety and welfare: What efforts should be undertaken to ensure equitable access
to the Internet and ecommerce channels? Should governments be responsible for
ensuring that schools and colleges have access to the Internet? Is certain online content
and activities - such as pornography and gambling - a threat to public safety and welfare?
Should mobile commerce be allowed from moving vehicles?
To illustrate, imagine that at any given moment society and individuals are more or less in
an ethical equilibrium brought about by a delicate balancing of individuals, social organizations,
and political institutions. Individuals know what is expected of them, social organizations such as
business firms know their limits, capabilities, and roles and political institutions provide a
supportive framework of market regulation, banking and commercial law that provides sanctions
against violators.
Basic Ethical Concepts: Responsibility Accountability, and Liability
Ethics is at the heart of social and political debates about the Internet. Ethics is the study of
principles that individuals and organizations can use to determine right and wrong courses of
action. It is assumed in ethics that individuals are free moral agents who are in a position to make
choices.
Extending ethics from individuals to business firms and even entire societies can be difficult, but
it is not impossible. As long as there is a decision-making body or individual (such as a Board of
Directors or CEO in a business firm or a governmental body in a society), their decisions can be
judged against a variety of ethical principles.
Responsibility means that as free moral agents, individuals, organizations and societies are
responsible for the actions they take
Analyzing Ethical Dilemmas
Ethical, social, and political controversies usually present themselves as dilemmas. A dilemma is
a situation in which there are at least two diametrically opposed actions, each of which supports
a desirable outcome. When confronted with a situation that seems to present ethical dilemmas,
how can you analyze and reason about the situation? The following is a five step process that
should help.
 Identify and describe clearly the facts. Find out who did what to whom, and where,
when, and how. In many instances, you will be surprised at the errors in the initially
reported facts, and often you will find that simply getting the facts straight helps define the
solution. It also helps to get the opposing parties involved in an ethical dilemma to agree
on the facts.

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  Define the conflict or dilemma and identify the higher order value involved. Ethical,
social, and political issues always reference higher values. Otherwise, there would be no
debate. The parties to a dispute all claim to be pursuing higher values (e.g., freedom,
privacy, protection of property, and the -enterprise system). For example, Double Click
and its supporters argue that their tracking of consumer movements on the Web increases
market efficiency and the wealth of the entire society. Opponents argue this claimed
efficiency comes at the expense of individual privacy, and Double Click should cease its or
offer Web users the option of not participating in such tracking.
 Identify the stakeholders. Every ethical, social, and political issue has stakeholders:
players in the game who have an interest in the outcome, who have its vested in the
situation, and usually who have vocal opinions. Find out the identity of these groups and
what they want. This will be useful later when designing a solution.
 Identity the options that you can reasonably take. You may find that none of the
options satisfies all the interests involved, but that some options do a better job than
others. Sometimes, arriving at a “good” or ethical solution may not, always be a balancing
of consequences to stakeholders.
 Identify the potential consequences of your options. Some options may be ethically
correct, but disastrous from other points of view. Other options may work in this one
instance, but not in other similar instances. Always ask yourself, “what if I choose this
option consistently over time?” Once your analysis is complete, you can refer to the
following well established ethical principle to help decide the matter.
Privacy and Information Rights
The Internet and the Web provide an ideal environment for invading the personal privacy of
millions of users on a scale unprecedented in history. Perhaps no other recent issue has raised
as much widespread social and political concern as protecting the privacy of over 160 million
Web users in the United States alone.
The Concept of Privacy
Privacy is the moral right of individuals to be left alone, free from surveillance or interference from
other individuals or organizations, including the state. Privacy is a girder supporting freedom:
Without the privacy required to think, write, plan, and associate independently and without fear,
social and political freedom is weakened, and perhaps destroyed. Information privacy is a subset
of privacy.
Legal Protections

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In the United States, Canada, and Germany, rights to privacy are explicitly granted in or can be
derived from, founding documents such as constitutions, as well as in specific statutes. In
England and the United States, there is also protection of privacy in the common law, a body of
court decisions involving torts or personal injuries.

6. Discuss in detail about Best ecommerce business ideas.

1. Beauty and Health Products
The beauty and health industries are one of the biggest in the world. Even today, with
all these online business ideas available, it still remains extremely profitable. This idea is
especially good for weng people with great ecommerce marketing skills. As long as we are able
to communicate the importance of the products we’re selling in people’s lives, our chances of
success are high.
Check out the most profitable Amazon product categories.
2. Selling Second Hand Products
People don’t mind using second-hand products as long as they are quality products and
are in good condition. All we have to do is start collecting those second-hand items, such as
clothes, jewellery, furniture, and posting them on our ecommerce website. We also need to make
sure that we are offering them at reasonable prices. We can start by testing how well this idea
does locally before expanding our reach.
3. Smart Watches
Smart wear is all the rage these days, and people want more than just analogue and
digital watches. People use smartwatches for a number of reasons, such as fitness and planning
their entire day. They have become so popular that their sales are expected to reach $53.2 billion
in 2019. This makes them one of the top ecommerce business ideas to try.
4. Smart Home Products
The Internet of Things (IoT) has come a long way. People love connecting all their devices
so that they can talk to each other and anticipate their needs. For example, coming home from
work and opening the garage door should signal the air conditioner to turn on. At the same time,
it should signal the smart speaker to play some relaxing music if we are stressed. The stress
levels can be ascertained from the mood tracker app on our smartphone.
As we can see, IoT allows we to create a smart home. Despite the potential of IoT and
how people love this technology, not many people are selling these devices online. In the
end, this is one of the best online retailing business ideas of 2019. It creates an opportunity
for we to sell these products and make a profit.

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5. Online Educational Courses
There are many successful entrepreneurs and teachers that have valuable knowledge to
share across the globe. And we can build online shops where these people can create and sell
courses to people. While there may be a lot of on platforms that sell courses, the demand is quite
high. There are so many fields, niches, and vocations, that one platform can not provide them all.
This is our chance to provide people with educational content not found anywhere else.
6. Selling eBooks
Gone are the days where we needed a publisher to start selling books. That’s why selling
eBooks is one of the best ecommerce business ideas of 2019. We can write the books ourself
or get someone to ghostwrite them for we. As long as we can write something of value on any
trending educational topic, we will have a chance to sell a good number of copies.
7. Content Writing
Content writing is a valuable service, and it keeps getting more valuable as time goes on.
If we are good at content writing, we can create an online store where we can sell our
services. (We can even pre-write the content and put it up for sale). Of course, we might want to
make ourself more affordable and available at the start. But once the business takes off, we can
increase our prices and set our times.
8. Kids Toys and Games
With video games, smartphones and tablets, it seems that kids don’t value traditional toys
and games anymore. However, this is not true – this is evidenced by the fact that toy companies
keep making them. Kids still play with their dolls and action figures, and there is a market for
them.

7. Discuss in detail about Marketing, advertising strategies & tools.

The major digital commerce marketing and advertising strategies and tools include:
• A Web site is the major tool for establishing the initial relationship with the customer.
• Search engine marketing and advertising allows firms to pay search engines for inclusion in the
search engine index (formerly free and based on “objective”criteria), receiving a guarantee that
their firm will appear in the results of relevant searches.

• Display ads are promotional messages that users can respond to by clicking on the banner and
following the link to a product description or offering. Display ads include banner ads, rich media,
video ads, and sponsorships.
• E-mail marketing sends e-mail directly to interested users, and has proven to be one of the
most effective forms of marketing communications.
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• Lead generation marketing uses multiple e-commerce presences to generate leads for
businesses who later can be contacted and converted into customers.
Affiliate marketing involves a firm putting its logo or banner ad on another firm’s Web site from
which users of that site can click through to the affiliate’s site.
• Viral marketing is form of social marketing that involves getting customers to pass along a
company’s marketing message to friends, family, and colleagues.
• Social marketing and advertising involves using the social graph to communicate brand images
and directly promote sales of products and services.
• Mobile and local marketing and advertising involves using display ads, search engine
advertising, video ads, and mobile messaging on mobile devices such as smartphones and tablet
computers, often using the geographic location of the user.
• Multi-channel marketing (combining offline and online marketing efforts) is typically the most
effective. Although many e-commerce ventures want to rely heavily on online communications,
marketing communications campaigns most successful at driving traffic have incorporated both
online and offline tactics.
• Customer retention techniques for strengthening customer relationships include personalization,
one-to-one marketing, and interest-based advertising, customization and customer co-
production, and customer service (such as CRMs, FAQs, live chat, intelligent agents, and
automated response systems). Online pricing strategies include offering products and services
for free, versioning, bundling, and dynamic pricing.

8. Digital marketing technologies and how we can use them

Technology has permeated every aspect of our lives, from the way we communicate to the way
we shop. Marketing has become an art that’s primarily digital. No matter what we’re selling,
and to whom, technology can improve the quality of our marketing output and, ultimately, help we
generate more leads. current state of six digital marketing technologies, and how we can use
them to raise our game. 
 Social media 
 Paid media 
 SEO 
 Email 
 Reporting 
 Training 

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Social media  
Social media can be used to build our brand identity, to reach out to our existing customers and
to find new audiences. It can be used for thought leadership, to enhance our SEO rankings and
as a direct channel for people to interact with our brand. Most organisations already know this,
but they invest hours in social media management without having a good idea of how to get
return on investment.  

The key to using social media is knowing what we’re using it for. Are we looking to create brand
awareness? Then that goal needs to inform the way we use social media – we need to target our
audience, create relevant content and maintain a strong brand.  

Tools we use and the Reason

If we’re looking for greater visibility over our social channels, detailed insights about what is does
or doesn’t work or greater control over publishing posts through automation and scheduling,
these tools can transform what’s possible with social media. If we want to produce quality posts
that engage and grow our social following across multiple channels, then these tools are exactly
what we need. 

Hootsuite is one of the most popular tools for enhancing our social media output. It supports over
150 integrations, allowing users to update multiple networks in one step. It’s also capable of
analysing over 200 metrics, so we can create a dashboard that perfectly tracks
our business’s goals . It’s the perfect first tool to get started when we’re investing in our social
media management. 

Hootsuite’s dashboard 
Sprout Social is a social media scheduling, monitoring and reporting platform that offers a
customer relationship manager (CRM) feature. This enables we to create profiles of our
customers, which will lead to stronger relationships. When it comes to social media followers, it’s
about quality over quantity: having many followers who don’t interact with our channel is less
valuable than a few followers who do.   

Sprout Social’s CRM platform 

Revive Old Post is an excellent tool to get maximum impact from our content. It helps we
schedule new and old content that can be automatically posted in regular intervals that targets

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our audience. Many businesses make the mistake of never reposting their content, but it’s
essential to reshare content in order to improve its performance. This tool will help we create a
schedule that works for we.  

Revive Old Post PRO 

Loomly isn’t just a social media management tool – it’s also an idea generation platform to help
we create ideas that will resonate with our audience and tie in to current trends. It suggests ideas
related to our industry, any holidays or national days that are close, trending hashtags, and more.
We can even integrate it with Zapier so that our content generation and publication processes
are entirely streamlined.  

Loomly’s post builder 
Having a social media channel is an excellent way of reaching new audiences and creating a
recognisable brand. These social media tools represent just a fraction of what’s available on the
market to help we make the most of our content and our social channels. Brands are going to be
expected to keep up with social media and be present on an increasing amount of channels as
times go on – best get started sooner rather than later.  
Paid media 
Paid media is an external marketing effort that involves a paid placement. This can include PPC
advertising, branded content and display ads. It’s a crucial part of any marketing strategy: by
picking the right platform and targeting the right demographic, paid media can ensure our
message reaches the right audience. However, to do this we need the correct tools to track our
campaigns. There are also great tools to help we develop a competitive strategy.  

Tools we use and the Reason

Using a third party platform means we can extend visibility of our advert placements and find a
larger audience. Our ROI needs to be optimal, which means a lot of planning and overseeing
our long term strategy. A management platform simplifies the process, allowing we to target our
audience more effectively and reduce our overall spend.  

There’s a great tool called SpyFu, which enables we to carry out PPC competitor research.
Whether it’s a competitor’s estimated monthly spend, the keywords that they are targeting or how
well their ads are ranking, SpyFu gives we insights to help put together a highly
competitive campaign strategy .  
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SEMrush is a popular paid media tool that offers an extensive keyword database. It makes
building ads simple –using information about the ads posted by our competitors to ensure
that they have the best chance of ROI. This chance for better audience targeting means our PPC
campaigns will be more likely to succeed. 

SEMrush’s dashboard 
Leadpages is a tool that’s suited for smaller businesses who are looking to engage with their core
audience on social media channels. It acts as a funnel, sending our target audience to a specific
landing page designed for them. When it comes to social media followers it’s a case of quality
over quantity – if we can engage with a small selection of more interested followers, our  content
is more likely to see conversions. It’s integrates with with Google Ads and Facebook Ads, so we
can capture leads effectively and quickly.  

PPC is an investment that takes research and precision to get right. Before intelligent digital
marketing tools, it was simply a case of buying ads in places we thought our audience would see
them and hoping for success. But now, with the amount of research and segmentation that’s
possible, our business stands a much better chance of getting seen by the right people. 

SEO 

Search engine optimisation (SEO) is all about staying visible on search engine results pages.
It feels like an arcane art sometimes because Google is forever changing its algorithms. Staying
on top of these changes is hard enough but being able to adapt our SEO to these changes and
stay ahead of competitors is the real challenge.  

Tools we use and the Reason

Moz is a great bet for continued SEO success. Not only does it offer useful educational resources
to keep on top of SEO best practice, but the Moz all-in-one SEO toolset provides the full range of
capabilities that we need. It tracks desktop and mobile keyword ranking, allowing users to easily
keep tabs on any and all active keywords. This intelligent keyword analysis is supported by other
features like link building and opportunities, site audits, search visibility score and page insights. 

DeepCrawl is a unique website crawling tool. It provides SEO auditing that shows we a deep dive
of our site issues to assess our overall site health. With features like backlink tracking, device
breakdowns, ad hoc keyword research and more, DeepCrawl puts we in a great position to begin
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improving our SEO from. It’s not a tool for keyword research or position monitoring, so
it’s perfect for SEO newbies.  

In today’s competitive online world, it’s not enough just to use SEO practices and hope we rank
above competitors. We need to use the right tools to find the right online niches to occupy. Long
tail keywords, in particular, have become a beacon of hope for small businesses hoping to rank
on results pages. Taking SEO seriously means doing our digital research and picking the perfect
keywords.  

Email 
Our email inboxes are awash with communications competing for our attention. With so much
competition, we need to make sure we optimise our emails so they stand out from the crowd.
Great email marketing isn’t just about open-rates but click-throughs and conversions. It’s not just
about getting people to open our emails; we need to offer actual value.  

Tools we use and the Reason

MailChimp is our tool of choice for sending out emails. MailChimp allows we to automate our
email marketing with simple A/B testing, ready-to-use campaign templates and a simple email
designer, so we can focus on the strategy to guarantee that our emails add value to the target
audience. ‘MailChimp reports’ make it easy to track how successful our emails are at engaging
with our audience, using advanced segmentation for precise targeting, distribution by time zone
and comparative data reporting. 

SendinBlue is a digital marketing suite that includes an email marketing platform. It’s easy
to build emails with a drag and drop editor, and it offers personalisation, data list segmentation,
automation and analytics. The free version is more than enough to keep a small business going,
offering unlimited contacts and up to 300 emails a day, so this is an ideal way to get started with
email campaigns.  

Omnisend, as the name suggests, is an email marketing tools with omni-channel capacity.
Within the automation workflow, we can add additional functions like push notifications and social
media messages alongside our email campaigns. This is a wider approach to email marketing,
incorporating it into targeted workflows that reach our audience using multiple personalised
methods. It’s ideal if our marketing resources are stretched, giving we a single tool with plenty of
functionality.  

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Omnisend’s automation dashboard 
Email marketing is one of the core tools for a marketing team for a reason; it’s excellent at
nurturing leads into customers. It also offers an opportunity to create a dialogue with our
audience, sending them targeted updates and offers that’ll pique our interest. It’s a more one-on-
one dynamic, and that means gauging the tone and the relationship between we and our
audience correctly. The name of the game here is personalisation. 

Reporting 
40% of marketers said that demonstrating the ROI of their marketing activities is one of their
greatest priorities. Marketing professionals are under pressure to prove that their campaigns
are creating business value. These days, marketing is very much a numbers game. We need to
be able to report back to the C–Suite with hard evidence that our campaigns are working –
otherwise the budget for our next social campaign will dry up. 

Tools we use and the Reason

Most tools and platforms – from the social media platforms like Facebook and Twitter to the
dedicated-marketing tools like Hootsuite – offer in-depth analytics. Google Data Studio collects
real-time data from WeTube, Google Ads and Google Analytics to help we create dynamic,
interactive dashboards. It’s also compatible with multiple third party data sources like
Twitter, MailChimp and Salesforce. Google Data Studio helps users put together reports that are
fully customisable, easy to filter and easy to share.   

Google Data Studio’s dashboard 

However, for that added bit of magic to pull everything together, Google Analytics stands head
and shoulders above the rest as a tool for measuring the bigger picture – particularly
by monitoring traffic arriving on our website and how site users are behaving. Google’s machine
learning capabilities mean that Google Analytics can generate insights we just can’t get
anywhere else.  

Cyfe is a popular tool for marketers because of its comprehensive reporting. It tracks  just about
everything within our business, from social media to analytics, and sales to KPIs. There are more

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than 250 metrics available to measure, and it’s easy to integrate with other services like Google
and Salesforce. The dashboard is fully configurable with pre-populated widgets that can be
tailored to each marketer’s need. The reporting is all-encompassing across our business, so this
is a great tool for businesses without much room for new tools.  

Instead of thinking of reporting as the culmination of our efforts, we need to think about it as the
way that we justify future investment in our marketing efforts. After all, management want to see
results and return on investment – this is the best way to show that the tactics we’re using are
successful, and that we have ideas about how to improve in future. Digital reporting tools are our
best friend when it comes to innovation in our marketing efforts.  

Training 
In a sector where change is almost always constant – SEO is a great example of this – it is
essential to keep on top of the latest marketing platforms. In this respect, to succeed in marketing
we need to be a life-long learner. We need to be open to change and ready to pick up new skills
all the time. 

Tools we use and the Reason

There are several tools that can help we keep up with the latest digital marketing platforms and
skills. LinkedIn Learning is a great example – with a wide range of professional courses and
tutorial videos. There are courses for every level from beginner to expert, and even over 16,000
entirely free courses. From the technical aspects of PPC to the writing skills we need for
engaging content, there’s a course here for everything.  

LinkedIn learning  
Another great example is the Partner Benchmarking Tool, a tool created by our team at Fifty
Five and Five. Using a wide variety of metrics, we can rank our company’s marketing efforts
across its social output, website and blog. Now the tool identifies where our marketing efforts are
lacking and offers training through articles and videos to help we improve those areas.  Partner
Benchmarking Tool dashboard 
Google Digital Garage also offers a ‘fundamentals of digital marketing’ course that’s extensive
enough for any beginner. After all, a lot of digital marketing is about working with Google, so why
not go directly to the source for more information? It’s self-directed, with 26 modules coming in at
around 40 hours, so it’s a handy way to get started for free. 

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Keeping on top of our marketing education is essential – things are always going to change, and
if we don’t keep up then we’ll get left behind. We like to think of training in marketing as a way of
investing in the success of our future efforts. 

9. Discuss in detail about Social Marketing.

Social marketing is marketing designed to create social change, not to directly benefit a brand.
Using traditional marketing techniques, it raises awareness of a given problem or cause, and
aims to convince an audience to change their behaviours.
So, instead of selling a product, social marketing “sells” a behavior or lifestyle that benefits
society, in order to create the desired change. This benefit to the public good is always the
primary focus. And instead of showing how a product is better than competing products, social
marketing “competes” against undesirable thoughts, behaviors, or actions.
Social marketing is commonly used for causes like:
Health and safety, including:
 Anti-smoking
 Anti-drug
 Promoting exercise and healthy eating
 Safe driving
 Railroad station safety
Environmental causes, including:
 Anti-deforestation
 Anti-littering
 Endangered species awareness
Social activism, including:
 Illuminating struggles that people of color, people with disabilities, etc. face, then inspiring
people to fight against mechanisms that create inequality
 Anti-bullying
 Fighting gender stereotypes
Nonprofit organizations and charities run the majority of social marketing campaigns.
Government organizations, highway safety coalitions, and emergency services (police, fire,
ambulance) run them as well. But social marketing is not out of the question if you’re a
commercial business. Commercial brands will sometimes run social marketing campaigns for
causes they are passionate about.

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 The Importance of Social Marketing
Well, think about “traditional” ads for products or services. You aren’t convinced to check
out a product or service through an ad alone (in fact, you tune out the vast majority of ads you
see).
It either takes a super creative angle you didn’t expect, or makes you laugh, cry, or think. Not
every ad convinces you to check out the product or service it promotes, but the best ones appeal
to creativity or emotion to motivate people to do so.
It’s the same way with social marketing. People don’t like being told what to do. They might not
be convinced by news and typically presented PSAs about a certain social issue. Or, they might
not be aware of the problem or its scope.
Some people might also find a socially beneficial behavior too difficult to perform, or might think
they can’t help solve an issue on their own. Alternatively, they might have trouble breaking a
long-standing habit (i.e. someone trying to quit smoking, or someone who uses disposable water
bottles regularly).
But well-executed social marketing captures attention, and spreads awareness about a
social issue, through creativity and emotion. Most importantly, it presents a compelling,
simple way to make the world better, and makes this beneficial behavior more desirable than any
“competing” behavior. Through these elements, social marketing is able to successfully “sell” a
beneficial behavior.
Social marketing is especially powerful when it involves a charitable donation element, because
people want to make a difference in the world. They’re very willing to give—it’s just a matter of
where.
According to Nonprofits Source:
 Charities received $410 billion from Americans in 2017.
 84% of millennials donate to charity, at a yearly average of $481 per person.
 Across all generations, total donations to nonprofits increased 4.1% in 2016 and 5% in
2017.
 “Environment and animals charities; arts, culture and humanities organizations;
international affairs nonprofits; and health causes [have] experienced the largest jumps in
contributions.”
People are poised to make a difference with their wallets, and social marketing takes full
advantage by illuminating worthy causes.

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These are NOT social marketing:
Often, people get confused about what social marketing is and isn’t. So, before we keep going,
let’s break down 3 types of marketing that do NOT count as social marketing.
1. Social Media Marketing: Many people think social marketing is the same thing
as social media marketing: marketing on social networks like Facebook, Twitter,
Instagram, and YouTube. Well, that’s not true. Sometimes, social media will be used to
spread, and generate buzz around, social marketing campaigns. However, most
marketing on social media is oriented towards promoting a product or service. Those
viral tweets by Wendy’s, and that influencer’s promotion of Fashion Nova on
Instagram, are definitely not social marketing!
2. Self-Serving Donations: If a company publicizes a donation they make to a charity or
cause, that isn’t social marketing, because their aim is partially to boost their own
reputation.
3. Marketing “green” or “charity tie-in” products: If a company is marketing its own
line of eco-friendly water bottles, hybrid cars, reusable lunch containers, or other
“green” products, this doesn’t count as social marketing. The marketing of products
with a charitable donation tie-in (such as TOMS) doesn’t count either. In both of these
examples, the primary focus is on selling a product. Meanwhile, with social marketing,
the focus is solely on changing behaviors for the public good.

10. Discuss the mobile marketing and Common problems that mobile marketing can solve.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target
audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS
and MMS, social media, and apps. In recent years, customers have started to shift their attention
(and dollars) to mobile. Because of this, marketers are doing the same in order to create true
omnichannel engagement.
As technology becomes more fragmented, so does marketing. And in order to earn and maintain
the attention of potential buyers, content must be strategic and highly personalized.
When it comes to mobile marketing, this means keeping devices in mind and utilizing SMS/MMS
marketing and mobile apps.
Mobile marketing is an important piece of the puzzle when it comes to building out any short-term
or long-term marketing plan. From email, to pay-per-click (PPC), search engine optimization

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(SEO), content marketing, and social media marketing, there is a mobile marketing channel to
reach every part of your audience where they are most comfortable.
For mobile marketing to be effective, you need to curate a cohesive experience that customers
expect—and that can be a real challenge as you work to acquire, engage, and retain users
across a variety of platforms. Mobile marketing can do wonders for driving brand value and
demand for your products or services by leveraging mobile devices to connect with more
consumers in real time at any point in the customer lifecycle. Mobile is also growing steadily.
According to eMarketer, mobile versus desktop usage stats in the United States in 2018 show
that the mobile-only audience will grow to 55.7 million (nearly 19%) by 2022, and Adweek
estimates that 79% of smartphone users have their phones on or near them all but two hours a
day. Today, there are more mobile devices in the world (8.7 billion) than people (7.1 billion), due
largely in part to our voracious appetite for new technology. U.N. data analysts have found that in
the United States, 71.5% of citizens over the age of 13 have a smartphone, and 66.5% have
smartphones globally (WorldoMeters U.N. data, GSMA Intelligence).
To harness the growing power of mobile marketing, you must focus on creating a seamless
experience that your audience expects.
"For me, the future of mobile marketing lies in connecting the dots between online and offline
media. Mobile is such a powerful tool when used in conjunction with other, more traditional,
media and should be seen as the glue that binds everything together.”
– Mike Reynolds, Senior Mobile Executive, International Advertising Bureau
Common problems that mobile marketing can solve
Mobile marketing is unique in that it reaches people in real time right where they are. Additionally,
more and more sales are being initiated from mobile, so it’s a vital part of any marketing strategy.
 Problem: I’m unsure if my audience is a mobile audience. Today’s mobile users range
from ages 7 to 90 (OneAudience). In other words, pretty much everyone is a mobile user
in some capacity. The trick is knowing how and when they use their mobile devices. Take
time to develop buyer personas and you’ll be able to reach your audience anywhere.
 Problem: My website and content are not responsive. One of the first steps to creating
a mobile marketing program is ensuring responsive design across your website, emails,
and landing pages. By implementing responsive design, you ensure a seamless and easy-
to-engage-with experience that will attract and retain users.
 Problem: I have good mobile traffic, but am not seeing good conversion. There are a
variety of methods that can be used to analyze and optimize your mobile marketing
tactics, including improving your responsive site and landing page design and

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 personalizing content for mobile. It’s essential for businesses to future-proof their
marketing strategy by boosting those mobile conversion rates. 
 Problem: I don’t know how to integrate a mobile strategy into my marketing
plan. The key to defining any effective strategy is to first decide what success looks like.
Get the key stakeholders together to map your mobile marketing strategy, determine how
current efforts are performing (if you have any in place), and identify where you can
improve.

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