Term Paper on "Ecommerce Marketing"

Term Paper 5 pages (2172 words) Sources: 1+

[EXCERPT] . . . .

Ecommerce/Marketing

Any type of computer intervened business processes might comprise of Electronic Commerce, however a general practice is to implement it to illustrate commerce carried out using the World Wide Web as a facilitating means of linkage. For a lot of factors, containing our domain areas and skills, we focus on this description of E-Commerce. The Internet is a means to perform business for a variety of factors. Thin, omnipresent clients, the extensive ease of access, and reliable interfaces to a lot of different platforms are among the incentives to prefer web solutions for a lot of intricacies. Moreover, the restricted characteristic of the HTTP protocol renders security concerns easier to use. But, any business dealings performed over the public Internet is vulnerable to a broad range of security issues. The conventional practice with the industries for communication needs was the EDI- Electronic Data Interchange norms. (Electronic Commerce Security: An Introduction for Everyone)

EDI is a collection of formats employed to define electronic documents. As companies choose to make some monetary savings and take the help of Internet solutions for EDI they can encounter some difficulties. They have to look after the authentication, encryption and so on. Moreover, maintaining that perhaps EDI is not so convenient and is tedious to adhere to those obsolete X.12 norms. Furthermore, it might be that it is opportune to attempt a latest nice thing known as the XML. Several endeavors have been there to launch industry standards in case of XML standards. A built-in reference is present to record authenticity into XML documents which defines a certificate interface. B2C illustrates the communication between a business and the customer. Several of the concerns related to the B2B are shared with B2C, but the communication is usually increasingly exposed to misuse, as there is no means to curb access to secured networks or even VPNs, and a lot of other concerns are also there. We shall be talking about both types of commerce, as the two are very vital. (Electronic Commerce Security: An Introduction for Everyone)

A substantial and mounting segment of the business-to-consumer -- "B2C" retailing at present takes place on e-commerce Internet websites. Whereas this pattern augurs to basically transform the manner in which consumer purchase products, the dawning of Internet-based electronic business-to-business exchanges -- B2B sites has already revolutionized the manner in which companies communicate in buyer/seller and other transactions. (Harbour, 2001) Among the business conducted over the Internet the business-to -- consumer -- B2C group is a comparatively newer domain and generally associated with electronic selling through the Internet. This group has swelled during the later part of 1990s with the proliferation of the public access to the Internet. The B2C class contains electronic purchases, looking for information, but even interactive games shipped through the Internet. Majority of the products shopped through the Internet are airline tickets, books, computers, videotapes, and music CDs. B2B or Business to Business comprises exchange of information between business partner's computers operating proximally in unison. The business-to-business -- B2B category contains all applications planned to facilitate or enhance relationships among enterprises and among two or more companies. In the previous years this was mostly based on the use of private networks and Electronic Data Interchange -- EDI. Instances of business-business type are the application of Internet for locating product catalogues, placing orders from suppliers, getting invoices and payments through the electronic mode. This type also comprises of collaborative design and engineering, and running the logistics of supply and delivery. (Ebusiness: http://answers.google.com/)

B2B website particularly supplies one business to another business. It normally gives internal services or maintenance of software/networks for other enterprises to use so as to enhance function, supply, sales, profits, competence and so on. Instances are Microsoft.com, Macromedia.com, Marketing sites, crmguru.com mainly aimed at business owners, managers and decision makers. B2C site particularly serves to a class or target consumers so as to reveal, sell, market product and services to the citizens. Illustrations can be Amazon.com, ebay.com, Walmart.com, Borders.com essentially anything giving a saleable product to the citizens in the type of a virtual store. By the characteristic of B2C vs. B2B sites on the whole, B2C sites are likely to be more sort of business dealing types compared to B2B sites. Both categories have business deals, however, consumers generally stay online to deal or buy the product immediately; B2B consumers are more likely to be increasingly analytical and they have knowledge that it might be delayed to obtain the full details of the replies they are looking for. (Marketing Pros: B2B vs. B2C Marketing)

A lot of business websites impel the surfers who are eager to learn more to get themselves registered and share their contact information in return for obtaining information they are looking for. This permits human interference, when necessary, which can make truly render an online business transaction extremely pleasurable and initiate building a long-term business relationship. Apart from that, from a firmly informational vs. operational viewpoint, nearly every profitable site has just three levels of information: Level 1: Summary data with the primary navigation tools above the fold. Level 2: Discerning information to direct the decision makers reach nearer to the solution they genuinely attempt to find out. Level 3: Ultimate level of data, with sufficient information for a decision maker to arrive at a decision and buy, join by signing up and request for a demonstration, request for further information, and so on. In the event your site becomes very complicated beyond a three-stage operation to buy/make a decision, consumers will have an idea about the experience as very intricate. They might purchase/arrive at a decision at the moment, but might not make a repeat visit to the site in case they are provided an option. Business users may not be as off-put by the characteristic of if their interrogations, in general. (Marketing Pros: B2B vs. B2C Marketing)

A lot of methods are available by which companies are able to reduce their cost of business by using B2Bs. Those companies which shift their business-to-business commerce to the Internet possess the potential for paperless transaction, with associated advantages with respect to rapidity, steadiness, order locating, and error evading and lower efforts. B2B sellers might raise productivity by publishing catalogues online, facilitating taking of electronic orders, doing away with the necessity to re-enter repeat purchase orders and permitting documents to be signed online. One more benefit to the B2B marketplace remains its potential to curtail information expenses which the buyers as well as the sellers both spend locating each other. The most straightforward illustration of this is quicker "comparison buying" by the supply or purchase departments. (Harbour, 2001)

In case of a B2B, there are increased chances that smaller sellers have an opportunity for their products to be catalogued alongside bigger, more reputed sellers. Likewise it might be possible for a company to retail products which would have been otherwise wasted in the absence of sales-like a unutilized truck capacity in case of a shipping company. A third means business dealings might be more useful by way of taking part in a B2B is through integrating backward procurement software into the present supply chain, thus lowering interval time between getting the orders and carrying it out at the same time making sure that necessary inputs are present at the time of necessity. B2Bs can give scope for the outsourcing of non-core assignments like direct sales process, or coalition endeavors inclusive of mutual product designs. (Harbour, 2001)

The primary features of B2B remains that companies try to move the business procedure in an automatic fashion so as to enhance it. Making automation makes a savings of a huge quantity of time and money. Even though B2C gets more exposure, the amount of money which moves through B2B every year must be more compared to B2C. The primary feature of B2C is that enterprises attempt to build a direct bond with the consumers bypassing the need of the middlemen like distributors, wholesalers and dealers. The distinction in marketing remains that a B2B "seller" endeavors to create a distinction with respect to its rivals by marketing its value proposal to its intended market which will save the "buyer" companies much time and money by running most part of the supply chain through an automated process as possible. They perform this by means of conventional offline means of advertisements, tradeshows, territory shows etc. In concert with websites which give customers to log on to their accounts and inventory only. (Marketing Pros: B2B vs. B2C Marketing)

Moreover, e-mail marketing and other communications employing the supply chains route is useful. Setting up of strategic partnerships and coalitions can also give remarkable synergies and leverage. B2C also utilized conventional offline means together with integration of online mechanism like interactive websites, e-mail marketing, online communities, CPC -- cost-per-click advertisement like Google AdWords pop-up and banner advertisements etc. B2B might also use several of those stated for B2C and the reverse is also true. The objective of any marketing exercise… READ MORE

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