E-COMMERCE

E-COMMERCE
E-Business (E-Business), or Electronic Business, is the
administration of conducting business through the Internet.
This would include the buying and selling of goods and
services, along with providing technical or customer support
through the Internet. e-business is a term often used in
conjunction with e-commerce, but includes services in
addition to the sale of goods.
Online shopping is getting popular, just because of its
simplicity and convenience. This is possible only because of
two electronic networks, namely, as ecommerce and e-
business. e-commerce is concerned with the firm’s dealings
with its customers, clients or suppliers. Conversely,
e-business refers to undertaking industry, trade, and commerce,
with the help of information technology and communication.
Definition Of E-commerce
e-commerce is an abbreviation used for electronic commerce. It is the
process through which the buying, selling, dealing, ordering and paying
for the goods and services are done over the internet is known as e-
commerce. In this type of online commercial transaction, the seller can
communicate with the buyer without having a face to face interaction.
Some examples of real world application of e-commerce are online banking,
online shopping, online ticket booking, social networking, etc.
The basic requirement of e-commerce is a website. The marketing,
advertising, selling and conducting transaction are done with the help of
internet. Any monetary transaction, which is done with the help of
electronic media is e-commerce. The following are the types of e-
commerce:
B2B – The process where buying and selling of goods and services between
businesses is known as Business to Business.
Example: Oracle, Alibaba, Qualcomm, etc.
B2C – The process whereby the goods are sold by the business to
customer. Example: Intel, Dell etc.
C2C – The commercial transaction between customer to customer.
Example: OLX, Quickr etc.
C2B – The commercial transaction between customer to the business.
Definition Of E-commerce
e-commerce is an abbreviation used for electronic commerce. It is the
process through which the buying, selling, dealing, ordering and paying
for the goods and services are done over the internet is known as e-
commerce. In this type of online commercial transaction, the seller can
communicate with the buyer without having a face to face interaction.
Some examples of real world application of e-commerce are online banking,
online shopping, online ticket booking, social networking, etc.
The basic requirement of e-commerce is a website. The marketing,
advertising, selling and conducting transaction are done with the help of
internet. Any monetary transaction, which is done with the help of
electronic media is e-commerce. The following are the types of e-
commerce:
B2B – The process where buying and selling of goods and services between
businesses is known as Business to Business.
Example: Oracle, Alibaba, Qualcomm, etc.
B2C – The process whereby the goods are sold by the business to
customer. Example: Intel, Dell etc.
C2C – The commercial transaction between customer to customer.
Example: OLX, Quickr etc.
C2B – The commercial transaction between customer to the business.
E-Business
Electronic Business, shortly known as e-business, is the online
presence of business. It can also be defined as the business
which is done with the help of internet or electronic data
interchange i.e. is known as E-business. E-commerce is one of
the important components of e-business, but it is not an essential
part.
E-business is not confined to buying and selling of goods only, but
it includes other activities that also form part of business like
providing services to the customers, communicating with
employees, client or business partners can contact the company
in case if they want to have a word with the company, or they
have any issue regarding the services, etc. All the basic business
operations are done using electronic media. There are two types
of e-business, which are:
Pure-Play: The business which is having an electronic existence
only. Example: Hotels.com
Brick and Click: The business model, in which the business exists
both in online
i.e. electronic and offline i.e. physical mode.
FEATURES E-Commerce
Non-Cash Payment − E-Commerce enables the use of credit cards,
debit cards, smart cards, electronic fund transfer via bank's website,
and other modes of electronics payment.
24x7 Service availability − E-commerce automates the business of
enterprises and the way they provide services to their customers. It is
available anytime, anywhere.
Advertising / Marketing − E-commerce increases the reach of
advertising of products and services of businesses. It helps in better
marketing management of products/services.
Improved Sales − Using e-commerce, orders for the products can be
generated anytime, anywhere without any human intervention. It
gives a big boost to existing sales volumes.
Support − E-commerce provides various ways to provide pre-sales and
postsales assistance to provide better services to customers.
Inventory Management − E-commerce automates inventory
management. Reports get generated instantly when required. Product
inventory management becomes very efficient and easy to maintain.
Communication Improvement − E-commerce provides ways for
faster, efficient, reliable communication with customers and partners.
E-Marketing
E-marketing is the marketing of goods and services through the
internet.
It makes it easy for businesses to reach a wide range of potential
customers due to the large number of people using the internet
today.
E-marketing is a process in which the product and services are
marketed with the help of the internet. It involves all the business
activities like planning, distribution, promotion and pricing of the
product and services in a systematic and computerised way.
E-marketing is commonly known as Internet marketing, web
marketing, digital marketing and online marketing. It helps to
connect business to their customers throughout the world. E-
marketing provides a global platform to its users. It is based on
digital technologies like desktop computers, mobile phones and
other digital technologies.
E-Marketing
E-marketing is crucial for business for a few reasons, as it:
 Allows you to find and target potential customers online
 Lets you more efficiently communicate with your
audience
 Personalize your marketing strategy based on customers’
interests
 Increase your brand’s visibility
 Get quality leads actually interested in your product

Various technologies are used in e-marketing, allowing

shoppers to read ads, use/receive coupons, view pictures of
products, compare prices, and make purchases with a few
clicks of a mouse. Which saves time and money.
Types of E-Marketing
E-marketing can be broken down into
eight main categories:
 Search engine optimization (SEO)
 Pay-per-click (PPC)
 Social media marketing
 Content marketing
 Email marketing
 Mobile marketing
 Affiliate marketing
 Influencer marketing
Advantages of E-marketing
 Target the ultimate customers: E-marketing targets ultimate customers. It
provides all business facilities to its customers just on one click.
 Increases sales revenue: E-marketing increases the revenue of the company.
Traditional marketing requires lots of effort, while online marketing is less
time consuming and easy to operate.
 Reduces marketing cost: Traditional marketing involves huge operational
cost, but in the case of e-marketing, it reduces marketing costs. (Promotion
of goods, inventory goods, distribution of goods etc.)
 Global reach: Online marketing helps in flourishing business throughout the
world by helping in exchange of goods and services from one country to
another. The globalisation of business will give a competitive edge to the
company to sell their goods and services in any part of the world.
 Achievement of goals: E-marketing is helpful in the achievement of goals
efficiently and effectively. It improves the efficiency of the employees and
motivates them to target their goals.
 Measurable in nature: Business entrepreneurs measure all the factors of
marketing like detailed illustrated sales and many more.
Mobile / M-Commerce
Mobile commerce, also known as m-commerce, involves using
wireless handheld devices like cell phones and tablets to
conduct commercial transactions online, including the purchase
and sale of products, online banking, and paying bills.
Mobile commerce or M-commerce refers to the business platform
where you can buy and sell products and services with the help
of your smartphones (wireless handheld devices).
With the advances in technology, smartphones and tablets are
equipped with various new features, and shopping software
applications are among the most popular features of them all. In
this article, you will read about the core concepts of M-
commerce, its advantages, and the limitations that you might
face when trying to build your own M-commerce platform.
Types of M-commerce Apps
Mobile Banking: These are bank-authorized apps that allow various operations
without going to the land-based office. Some services only allow finance-related
transactions, while others offer features like ticket purchase, hotel booking, city
transport payments, etc.
E-wallets / Mobile payment: Digital wallets store the credit card credentials and
enable you to pay for goods thanks to NFC and PayPass technologies. The most
popular e-wallets are PayPal, Google Pay, Apple Pay, etc. Some wallets also store
the tickets, gift cards, and discounts that can be used during the purchase.
Mobile marketplace: EBay, Amazon, Etsy, AliExpress, Craigslist, and other
marketplaces have the mobile analogs of their websites that work on handheld
devices.
Shopping Apps: These are standalone or web-based apps for selling the business’s
goods or services, and they work the same way as e-commerce.
Mobile advertising:Mobile advertising is a way of advertising through SMS,
mobile web posters, push-up notifications. Companies use this service to
promote their products and services by giving their ads in between the contents
generally searched by the users so that if there is any user who has a plan of
purchasing their category of product will review their product and their sale will
rise.
The Features Of M-commerce Include
 Mobile payments
 User-friendly interfaces
 Push notifications
 Location-based services
 Personalization
 In-app chat support
 Security measures
 Offline access and synchronization

https://wolfmatrix.com/mobile-commerce-features/
Features of M-commerce

https://theinvestorsbook.com/m-commerce.html
Features of M-commerce
Pervasiveness: The term pervasiveness defines the easy
accessibility of information in real-time, i.e., it is an easier
way for the users to fulfill their desired products query.
Accessibility: Devices like mobile and tablets are always
nearby, the user can access it according to his convenience
from anywhere.
Inter-activity: Mobile system allow for fast and easy
interactions. i.e. the customer will directly search for a
desired category of product, there is no need for viewing all
the categories of products.
Determination of Place: Targeting customers with mobile
promotions within a defined geographical space.
Archetype: Creation of the services that customize the end-
user experiences.

https://wolfmatrix.com/mobile-commerce-features/
Customer Relationship Management
Customer Relationship Management (CRM) refers to the
practices, strategies, and technologies that organizations use to
manage interactions and relationships with their customers.
The goal of CRM is to improve customer satisfaction,
retention, and loyalty, while also increasing sales and
profitability.
CRM systems can collect and analyze data on customers'
preferences, behaviors, and needs, allowing companies to tailor
their products, services, and marketing efforts to better meet
those needs. CRM also involves strategies for building and
maintaining relationships with customers, such as providing
excellent customer service, engaging with customers through
social media and other channels, and offering loyalty programs
and other incentives
WHAT IS CRM
 OBJECTIVES OF CRM

https://theintactone.com/2018/12/11/crm-u1-topic-1-crm-definition-importance-and-elements/
COMPONENTS OF CRM
COMPONENTS OF CRM
COMPONENTS OF CRM
CRM Marketing Initiatives
 Types of CRM
Operational CRM
Operational CRM focuses on managing customer interactions throughout the
customer lifecycle. It includes processes such as sales automation, marketing
automation, and customer service automation. The primary goal of operational
CRM is to streamline customer-facing activities and improve efficiency.
Analytical CRM
Analytical CRM involves analyzing customer data to gain meaningful insights.
By examining customer behaviour, preferences, and purchase history,
companies can make informed business decisions. Analytical CRM helps in
identifying customer trends, predicting future behaviour, and optimizing
marketing and sales strategies.
Collaborative CRM
Collaborative CRM emphasizes collaboration and information sharing within an
organization. It enables different departments, such as sales, marketing, and
customer service, to share customer data and coordinate their efforts. By
promoting collaboration, companies can provide a consistent and seamless
experience to customers across different touchpoints.
 CRM Processes
 Lead Management
 Sales Force Automation (SFA)
 Customer Service and Support
 Marketing Automation
 Analytics and Reporting
 Feedback and Surveys
 Collaboration and Communication
 Integration with Other Systems
 CRM Examples
Examples of CRM have been discussed below for a better
understanding of the topic.
Amazon: Amazon, the e-commerce giant, uses CRM to
provide personalized product recommendations based on
customer browsing and purchase history. It also employs
CRM to optimize its customer service and support
processes.
Apple: Apple utilizes CRM to create a seamless customer
experience across its retail stores, online platforms, and
customer service channels. It collects and analyzes
customer data to deliver personalized marketing
messages and enhance customer loyalty.
Hilton Hotels: Hilton Hotels uses CRM to manage customer
interactions and preferences. By understanding guest
preferences and providing tailored experiences, Hilton
builds long-lasting relationships with its customers.
 Marketing Information System (MkIS)
A Marketing Information System (MkIS) is like a toolkit for
businesses. It helps gather, study, store, and share important
information for smart marketing decisions. MkIS keeps companies
informed about the market, customer needs, and what competitors
are doing.
It serves as a comprehensive data hub, enabling the collection,
organization, and utilization of information crucial for sound
decision-making.
With components like internal records, marketing intelligence, and
data warehousing, MkIS empowers businesses to understand market
dynamics, customer behaviours, and competitor strategies.
Marketing Information System (MkIS)
Importance of a Marketing Information System
1. Decision Making:
2. Market Understanding:
3. Competitive Edge:
4. Resource Optimization:
5. Performance Measurement:
Marketing Information System Components
A Marketing Information System (MIS) comprises various components
that work together to facilitate the collection, processing, storage, and
dissemination of information for effective marketing decision-making.
These components are integral to the overall functionality of the
system:
1. Internal Records: Internal records are the foundation of an MIS. These
include data generated and maintained within the organization.
Examples include sales records, customer databases, inventory levels,
and financial information. Internal records provide insights into the
organization’s performance and customer interactions.
2. Marketing Intelligence: Marketing intelligence involves gathering
external information related to the market environment. This includes
monitoring competitor activities, analyzing industry trends, and staying
abreast of changes in the economic and regulatory landscape. Marketing
intelligence helps in understanding the external factors that can impact
marketing strategies.
Marketing Information System Components
3. Marketing Research : Marketing research is a systematic process of collecting,
analyzing, and interpreting data to understand market opportunities and
challenges. It involves both primary research (direct data collection) and
secondary research (using existing data). Marketing research helps in gaining
insights into consumer behaviour, preferences, and market dynamics.
4. Data Warehousing : Data warehousing involves the centralized storage of large
volumes of data from various sources. It provides a platform for organizing,
managing, and retrieving information efficiently. A well-designed data warehouse
facilitates analysis and reporting, supporting decision-makers in accessing
relevant data when needed.
5. Information Output: The final component involves presenting information to
decision-makers in a meaningful format. This can include reports, dashboards,
visualizations, and presentations. The goal is to provide actionable insights
derived from the processed data. Effective information output ensures that
decision-makers can easily comprehend and utilize the information for strategic
planning.
Steps Involved in a Marketing Information System Process
1. Data Collection: The first step involves gathering relevant data from various
sources. This can include internal sources such as sales records, customer
databases, and inventory levels, as well as external sources like market research,
competitor analysis, and industry reports. The goal is to ensure a comprehensive
dataset that covers both internal and external aspects of the market.
2. Data Processing: Once the data is collected, it needs to be organized and
processed to extract meaningful insights. This step involves cleaning and
structuring the data, performing analyses, and using statistical methods to identify
patterns or trends. Data processing transforms raw data into actionable
information that can guide marketing decisions.
3. Information Storage: Processed information needs to be stored in a secure and
accessible manner. This involves creating a data repository or a data warehouse
where information can be stored centrally. Proper storage ensures that historical
data is available for future reference and analysis, contributing to a more
informed decision-making process.
Steps Involved in a Marketing Information System Process
4. Information Retrieval: Retrieval is the process of accessing stored information
when needed. Decision-makers should be able to retrieve relevant data easily and
quickly. This step ensures that up-to-date information is available for analysis and
decision-making, supporting both strategic planning and day-to-day marketing
operations.
5. Information Dissemination: The final step involves presenting the information
to decision-makers. This can be done through various means, such as reports,
presentations, dashboards, or visualizations. The goal is to communicate insights
in a clear and understandable manner, facilitating effective decision-making by
providing actionable information.
Examples of Marketing Information Systems
Here are some real-world examples of Marketing Information Systems (MIS) that businesses commonly use:
1. Google Analytics: This tool provides insights into website traffic, user behaviour, and the
effectiveness of online marketing efforts. It helps businesses understand where their
website visitors come from, what they do on the site, and how different marketing
channels contribute to website performance.
2. Customer Relationship Management (CRM) Software: CRM systems like Salesforce,
HubSpot, or Zoho help businesses manage customer information, interactions, and
communications. They track customer preferences, purchase history, and feedback,
providing valuable data for targeted marketing campaigns.
3. Social Media Analytics Tools: Platforms such as Hootsuite, Buffer, or Sprout Social offer
analytics features that track social media performance. Businesses can measure
engagement, audience demographics, and the effectiveness of their social media marketing
efforts.
4. Email Marketing Software: Tools like Mailchimp, Constant Contact, or Sendinblue not only
facilitate email campaigns but also provide analytics on email open rates, click-through
rates, and subscriber behaviour. This information helps refine email marketing strategies.
5. E-Commerce Platforms: Platforms like Shopify, WooCommerce, or Magento offer built-in
MIS features. These systems track sales, customer behaviour, and inventory data, helping
businesses optimize their online sales and marketing strategies.
6. Web Analytics Tools: In addition to Google Analytics, tools like Adobe Analytics or
Webtrends offer advanced web analytics capabilities. They track user interactions on
websites, providing insights into user journeys, conversion rates, and the performance of
online campaigns.
7. Competitor Monitoring Tools: Services like SEMrush, Ahrefs, or SimilarWeb help
businesses keep an eye on their competitors. These tools provide data on competitor
website traffic, keywords, and online strategies, aiding in competitive analysis.
Marketing Planning
A marketing plan is a document that lays out the marketing efforts of a business in
an upcoming period, which is usually a year. It outlines the marketing strategy,
promotional, and advertising activities planned for the period.
Marketing Planning provides the framework of the advertising and marketing
efforts made for the business. It describes the role and responsibilities of a
marketing manager to accomplish the objectives of the company. It gives
prominence to the distribution of marketing resources pleasantly and
economically and provides a creative direction for marketing operations.
Marketing planning consists of the policies, programs, budgets, Marketing Mix,
historical data, current market position and future predictions of the business.
Types of Marketing Planning
1. Long -Term Marketing Planning
The planning made to achieve the long-term goals of an
organization is known as long-term marketing planning. It
involves deep research of the market conditions and thus
handled by the top-level management of the organization. It is
based on the precise strategies set up by the entrepreneurs,
considering all the future possibilities and risk factors.
2. Short –Term Marketing Planning
Such planning is done for a short period of time, i.e., for less than
one year, for meeting the recurring problems of the business and
does not require high-level efficiency. Thus, it is made by the
middle-level management of the organization.
Steps in Marketing Planning Process
 Set your marketing goals
 Conduct a marketing audit
 Conduct market research
 Analyze the research
 Identify a target audience
 Determine a budget
 Develop marketing strategies
 Develop an implementation schedule
Marketing Audit
A marketing audit is termed as a systematic, comprehensive,
evaluation, interpretation and analysis of the specific business’s
marketing environment includeing both external and internal.
An audit is usually conducted by a third person and not by a
member of an organisation for greater objectivity and
information. To analyses past performance and present
marketing activities to identify functions that need attention for
the future.
Characteristics Of Marketing Audit
 A comprehensive audit must be executed that covers all areas of the problem under consideration
from identification of the need to satisfaction of the desires of a customer.
 A systematic audit that explains evaluating micro and macro environments, orderly analysis,
strategies, marketing principles etc that indirectly or directly influence the performance.
 An audit can be conducted in ways like an audit from across, a self-audit, a company auditing office,
an audit from above, an outsider audit and a company task-force audit. As a result, a marketing audit
should be independent. To remove bias, an outsider audit is considered best since the auditor is an
external party to a company.
 There must be a periodical audit to rectify the issues at its source. However, it is generally preferred
when a problem occurs in the marketing operations of the companies.
Types of Marketing Audit
There are two ways to categorize marketing audits based on the aspect of marketing
evaluated and the individual performing it. Based on marketing aspects, there are six types
of marketing audits:
Marketing Environment Audit - This marketing audit analyzes the micro and macro
environments where marketing activities occur. It includes studying forces and trends that
might affect marketing performance, such as customer behavior, competitive environment,
policy changes, or new technology development.
Marketing Organization Audit - This type of audit assesses the organization's capacity to
implement marketing strategies based on the forecasted environment.
Marketing Startegy Audit - This audit evaluates whether marketing objectives and strategies
are effective or match the current marketing environment.
Marketing Systems Audit - This audit analyzes the system for conducting marketing activities,
e.g., marketing planning, control, and analysis tools.
Marketing Productivity Audit - This audit measures the ROI of marketing activities and how
marketers can optimize marketing costs for the best result.
Marketing Functionality Audit - This audit is performed for each marketing function, e.g., the
marketing mix, such as price, place, price, and Promotion.
Based on whom performs the assessment, marketing audits can be split into two
categories:
Internal marketing audits: These are audits conducted by internal staff. The benefits of internal
audits are clear. Companies can save money and time doing assessments as the team is
already familiar with the marketing processes and systems. However, there is a high risk of bias
and subjectivity.
External marketing audits: These are audits performed by someone outside the company.
External audits are more time-consuming, though they can offer more objectivity and fresh
viewpoints to help the company improve its situation.
Steps Of A Marketing Audit
The basic steps of a marketing audit are as follows:
 Identify your marketing
channels/strategies/activities
 Identify your goals and objectives
 Gather data
 Make a comparison
 Identify issues and gaps
 Create an action plan
 Repeat
What is the AIDA Marketing Model
The AIDA marketing model is a principle of advertising created in the late 1800s by
Elias St. Elmo Lewis.
According to the model, a consumer makes a purchase by following a set pattern, or
stages, that are likened to a marketing funnel.
AIDA is actually an acronym that stands for: Awareness, Interest, Desire, &
Action. The number of consumers at each stage of the funnel trickles down to
less and less as they near the bottom of the funnel. The model is essentially still in
use today, though there are now variants that add stages to it, particularly since
the onset of digital media with its interactive features.
What is the AIDA Marketing Model
Those stages together are called a purchasing funnel, with each
letter of AIDA representing a different meaning for each stage of
the journey. By fully understanding the definition of AIDA, a
marketer is better able to reach their audience and encourage
them to achieve their end goal: making a purchase.
The AIDA model is an acronym that models the thought processes
that a potential customer experiences when deciding whether to
make a purchase. Here are the key stages of the process:
 Awareness or Attention: When the customer first becomes
aware of a product.
 Interest: When the customer learns more about the product.
 Desire: When the customer's interest becomes a want or a
need.
 Action: When the customer tries or buys the product.
Traditional Vs Modern Media
What is Traditional Media?
Traditional media refers to the conventional means of mass communication that existed
before the rise of digital technologies and the internet. It includes various forms of
media that have been established over the years, such as:
1. Print Media: This includes newspapers, magazines, and newsletters, which deliver
news, articles, and other information in printed formats.
2. Broadcast Media: This category comprises television and radio, which transmit
news, entertainment, and other programs through electromagnetic waves.
3. Outdoor Media: This encompasses billboards, posters, and signage displayed in
public spaces to convey advertising messages.
4. Direct Mail: This involves sending printed materials, such as brochures and catalogs,
directly to individuals’ mailboxes.
5. Film: Traditional film refers to motion pictures that are shown in theaters and
projected onto a screen.
6. Analog Audio: This includes cassette tapes, vinyl records, and other analog formats
for recording and playing audio content.
7. Books: Traditional printed books have been the primary means of long-form
information storage and dissemination for centuries.
Traditional Vs Modern Media
What is Modern / New Media?
New media, also called digital media, consists of methods that are mostly
online or involve the Internet in some sense. It usually involves digital
channels that gained popularity in the last decade or so.
These methods include:
 Search engine optimization
 Pay-per-click advertising
 Content marketing
 Social media
 Email marketing
 Some of the key differences between traditional
and new media include
 The way it is produced: Traditional media is typically produced by
large media companies, while new media is often produced by
individuals or small groups.
 The way it is consumed: Traditional media is generally consumed
passively, while new media is often consumed actively.
 The way it is distributed: Traditional media is distributed through
channels such as television and radio, while new media is often
distributed online.
 The way it is accessed: Traditional media is typically accessed through
broadcast or print, while new media is often accessed through digital
channels.