E-Commerce and E-Business
Technology has transformed the business landscape, especially since the start of the 21st century. No matter a company's size, technology has become an integral component for most organizations, particularly in the development of management and marketing information systems and company websites. Technology has been of great help to marketers in better understanding their customers' preferences, behaviors, and purchase trends, allowing them to design the most effective marketing strategy based on this intelligence. Meanwhile, the internet has resulted in the development of social media platforms like Facebook, enabling networking among consumers and with organizations that profoundly affect how marketers interact with their customers. The internet has also enabled the boom in electronic commerce (e-commerce) and the emergence of many online marketers, from Amazon to Etsy. This chapter discusses how e-commerce and e-business have increasingly become necessary components of business strategy and strong catalysts for economic development. However, technology continues to evolve, and organizations must keep pace to maintain their competitive edge.
Social media strategy
Case study questions
- What strategic aspects of social media did Fjordland consider when electing to focus solely on social media?
- What other aspects of social media would you have included in your campaign strategy?
- Would you recommend using an exclusive channel as part of your marketing strategy? Why or why not?
Chapter questions
- What are some of the pitfalls of engaging difficult customers on social media platforms?
- What skills do you think are important for a great community manager to have?
- Should all brands be active in social media spaces? What brands have less to gain from trying to create an online community?
Further reading
www.socialmediaexaminer.com – Social Media Examiner offers practical advice, tips and strategies for engaging on social media.
www.socialmediatoday.com – Social Media Today offers news, insights and analysis of social media trends.