DMK201 Lecture 6 - eCommerce

Digital Marketing (DMK 201)Presented by

Ryan Busch

Available for Credit from Piccolo International University 480-398-7000 | info@OnlinePIU.com | Enroll Now!

Introductions

• About Me• About PIU• About these Lectures

eCommerce

Lecture 6 of 8

Recap from Lecture 5

• 4Ps• Digital increases velocity and dialogue

Lecture 6

Learning Objectives1. Approaches to B2C eCommerce2. B2B Models3. Performance Metrics

• Selling to Consumers• Expectations– Logistics– Information Security– Timeliness– Availability– Convenience– Service

• Business to Business is broad– Includes…• Government• Industry• Resellers

• Development Phases– Purpose of B2B interactions– Presence as an element of commerce

Metrics

• Performance Management/Measurement– Web Analytics• Traffic• Referrals• Clickstreams• Etc…

Performance Management System

• Stage 1: Creating• Stage 2: Defining Metrics– Macro = Effectiveness = Strategic– Micro = Efficiencies = Tactical

• Stage 3: Collecting Information

Wrap-Up

• B2C• B2B• Metrics• Next Week…– Importance of Site Planning– Site Usability

Education