(AppBus)_CHAPTER 03 - E-Commerce Digital Marketing in Practice

Learning Objectives

1.1 Learn the many channels of customer interaction

1.2 Gain an understanding of the basic e-commerce technologies

1.3 What is it and how is it applied

1.4 What are the technologies used in e-commerce security

1. Overview

How can managers manage digital marketing successfully

• Advertising - use of advertising blocking software

• Auctioning - internet sites like e-bay and Expedia . (com

• Mobile Commerce - the fast-paced rise of smartphones

• Social Commerce - Facebook, Pinterest, YouTube, etc.

• User-Generated Content—UGC - consumer postings, reviews, etc.

2. E-Commerce Technologies (1 of 4)

• Web Servers - stores web pages; tracks usage or "hits"; and provides web requested web pages to end user.

• E-commerce Server - software used to handle online reservations, purchasing, etc.

• Server software provides links to payment options through credit card interfaces and ordering information.

• Web Servers -

stores web pages; tracks usage or "hits"; and provides web requested web pages to end user.

• E-commerce Server -

software used to handle online reservations, purchasing, etc.

2. E-Commerce Technologies (2 of 4)

E-Commerce Web Apps and Tools

• Conversion Rate Optimization

• Analytics

• UGC (Pixlee, Curalate)

• Social Sharing

• Browser Notifications (Pushfire, Pushcrew)

• Email Subscriptions

• Social Buy Buttons

• Live Chat

• Dynamic Landing Pages

2. E-Commerce Technologies (3 of 4)

• Content Management and E-Commerce Platforms - SMS's such as Magento; Shopify; and Big Commerce.

• Social Media - Facebook has 52% of the market share.

• Subscriptions (Starbucks, Cratejoy) - a superb method of sustaining ongoing sales online.

• Loyalty Programs - incentive-based program that rewards customers for buying frequently from a hospitality band (Graze).

• Inbound Marketing - functions like a magnet pulling consumers towards the message rather than thrusting unwanted messages upon them.

2. E-Commerce Technologies (4 of 4)

• Affiliate Marketing - using marketers affiliated with the brand to sell their own products and services.

• Internet of Things (IOT) - Smart Speakers, Smart Everything: Where is the internet and how do people access it? Tracking the connectivity of consumers over devices. I

• Messaging Apps and Chatbots - WhatsApp; Wechat; Stayful-apps now allowing more tracking and direct payment options.

3. Digital Marketing (1 of 4)

Digital marketing has significantly impacted the hospitality industry and its strategies, forms and organization functions

• SEO - the set of internet tools used to increase one's page ranking in search engine results. There are SEO companies that will charge for their services in increasing your ranking.

• SEM - Search Engine Marketing — uses alternative methods of attracting web visitors to your site directly from the search engine itself, instead of from your Web site.

3. Digital Marketing (2 of 4)

Paid Advertising

• Media Buying

• Pay-per-Click-PPC

• Cost-per-Action-CPA

• Shopping Ads

• Pay-per-View—PPV

• Paid Social Advertising

• Native Ads

• Mobile Ads

• Retargeting

3. Digital Marketing (3 of 4)

Email Marketing-permission - based email marketing strategy can be very effective in the hospitality industry.

Reputation Management (Hotel-Focused Reputation Management) - Using your brand reputation in a digital marketing strategy.

Content Marketing - How your brand will communicate its core message online through content that tells a series of stories.

3. Digital Marketing (4 of 4)

Video Marketing - Videos have high engagement potential with consumers; content (specific videos) should be marketed strategically and not randomly.

Podcasting - A form of content marketing that indirectly promotes your offerings without pushing direct sales on listeners. Conversion

Optimization - your brands ability to improve or increase key performance indicators and metrics on your website and other online properties.

Web Analytics - your ability to understand your Web site visitors and use that data.

4. Security (1 of 3)

Security of Your Electronic Transactions (IBT = Internet- Based Transactions)

• Spoofing

• Unauthorized Action

• Unauthorized Disclosure

• Data Alteration

4. Security (2 of 3)

Securing Your Web Site - Server ID; Certification Authority (CA)

Message Security - Secure Sockets Layer (SSL); Authentication; Message Privacy.

Message Integrity - both parties involved know that the message is correct and identical.

4. Security (3 of 3)

E-Commerce Security Trends

• Growth in Cyber Crimes

• Ransomware, Malware, and Adware

• Exploiting Social Commerce

• Zero-Day Exploits (a vulnerability in the software that is unknown to the vendor)

• Fake Reviews