E-commerce

defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits for the customer and the company.

Putting the customer in a data base Helps to analyze customer behaviour on the online channels and target messages for them. why? They want to keep them and sell more!

each time we touch the customer

àbut you want not only to touch but also that they buy --> customer journey (always acquisition, conversion, retention

how much you can earn out of customer during his how life

a statement of the benefits of online services reinforces the core proposition and differentiates from an organization’s offline offering and those of competitors

Zero Moment of Truth (the moment you say yes and buy)

First Moment of Truth (you are aware, spontaneous brand recognition)

= everything to get all of our things (laptops etc.) working, hardware (wires, electricity)

= It is about technical things (wifi, usb ports)

Differentiation between hardware platforms and digital platforms

exchange of information(*and transactions) across electronic networks, at any stage in the supply chain, whether within an organization, between businesses, businesses and consumers, consumers and consumers*or between the public and private sector, whether paid or unpaid

in Instagram you just scroll down the timeline, you have to be attracted to something that you stop scrolling and start watching/seeking information 

= dealing with turbulence

The capability to innovate and gain competitive advantage within a marketplace by monitoring changes with an organization’s marketplace. And then alternative strategies to efficiently evaluate and select, review and implement appropriate candidate strategies.

you have to change yourself because your competitor does so

The elimination of middlemen when conducting business or trade

= The removal of intermediaries such as distributors or brokers that formerly linked a company to its customers

The creation of new intermediaries between customers and suppliers providing services such as supplier search andproduct evaluation

The creation of a new intermediary by an established company

Cost per mille

Cost to the advertiser when an ad is served 1,000 times

Cost per click

Cost to the advertiser of each click of a link to a 3rd party

Cost per acquisition

Cost to the advertiser for each outcome (e.g. a lead or sale generated) after a click to a 3rd party 

how long does it take until we make money, how much money gets burned before, the speed at which dot-coms spent investor’s money