MSL
E-COMMERCE & DIGITAL MARKETING
E-COMMERCE
E-BUSINESS
→ describes the use of electronic means and
platform to conduct a company’s business
E-COMMERCE
→ means that the company or site offers to
transact or facilitate the selling of products
and services online.
→ E-commerce has given rise in turn to e-
purchasing and e-marketing.
E-PURCHASING
→ means companies decide to purchase
goods, services, and information from
various online suppliers.
→ Smart e-purchasing has already saved
companies millions of pesos
E-MARKETING
→ describes company efforts to inform buyers,
communicate, promote, and sell its product
and services over the internet.
→ The e term is also used in terms such as e-
finance, e-learning, and e-service.
→ But as someone observed, the e will
eventually be dropped when most business
practice is online
MOST COMMONLY USED E-COMMERCE
BUSINESS CLASSIFICATION
B2B: BUSINESS TO BUSINESS
→ A B2B model focuses on providing products
from one business to another.
→ While many business in the niches are
service providers, you will find software
companies, office furniture and supply
companies, document hosting companies,
and numerous other e-commerce business
models under this heading.
→ A business model in which a company sells
goods or services just to other companies
B2C: BUSINESS TO CONSUMER
→ TheB2C sector is what most people think of
when they imagine an e-commerce
business.
→ This is the deepest market, and many of the
names you’ll see here are known quantities
offline, too.
→ B2C sales are the traditional retail model,
where a business sells to individuals, but
business is conducted online as opposed to
in a physical store
C2C: CONSUMER TO CONSUMER
→ B2B and B2C are fairly intuitive concepts for
most of us, but the idea of C2C is different.
→ What does a consumer-to-consumer
ecommerce business look like?
→ Created by the rise of the e-commerce
sector and growing consumer confidence in
online business, these sites allow customer
to trade, buy, and sell items in exchange for
a small commission paid to the site.
→ Opening a C2C site takes careful planning.
Despite the obvious success of platform like
e-bay, numerous other auction and
classified sites (the main arenas for C2C)
have opened and quickly closed due to
unsustainable models
→ A business model in which individual
consumers trade with other consumers
C2B: CONSUMER TO BUSINESS
→ C2B is another model most people don’t
immediately think of, but that is growing in
prevalence.
→ This online commerce business is when the
consumer sells goods or services to
businesses, and is roughly equivalent to a
sole proprietorship serving a larger business
→ a business model in which consumers
(individuals) create value and businesses
consume that value.
→ For example, when a consumer writes
reviews or when a consumer gives a useful
idea for new product development then that
consumer is creating value for the business
if the business adopts the input
→ The C2B approach evolved from the growth
of popular consumer-generated media and
content across different consumer
segments, such as websites, blogs,
podcasts, videos and social networks.
→ In the C2B model, a consumer provides a
business with a fee-based opportunity to
market a product or service on the
consumer ' s website or blog.
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→ In this type of relationship, a website owner
is paid to review the product or service
through blog posts, videos or podcasts.
→ In most cases, paid advertisement space is
also available on the consumer website

GOVERNMENT/PUBLIC ADMINISTRATION E-
COMMERCE

→ The models listed above are the primary

ecommerce retail structures, but they aren’t WHOLESALING AND WAREHOUSING
the only ones.
→ Other types involve government/public → Wholesaling and warehousing e-
administration conducting transactions with commerce business require a lot of
business or consumers investment at the start-you need to
manage inventory and stock, keep track
E-GOVERNMENT of customer orders and shipping
information, and invest in the warehouse
→ Refers to how governments at every level
space itself.
and in every department use the internet
and associated technologies to conduct
functions both internally and with external
groups including businesses and citizens
E-GOVERNMENT COMMERCE

→ When the government uses electronic

technologies to provide government
services to citizens as well as acquire all the
various products and services that
governments need to conduct business with
PRIVATE LABELING AND MANUFACTURING
the public and within the government itself
→ Companies that manufacture products
B2G: BUSINESS TO GOVERNMENT
offsite for sale send the plans or
→ For business whose sole clients are prototypes to a contracted manufacturer
governments, or types of public who produces the product to meet
administration customer specifications and can either
ship directly to the consumer, to a third
C2G: CONSUMER TO GOVERNMENT party such as Amazon, or to the
→ Typically individuals paying the government company selling final product.
for taxes or tuition to universities → On-demand allows you to quickly
change suppliers if manufacturing may
encounter problems with product quality.
Two sectors that are closed for entrepreneur
owners but are growing include: G2B for
government sales to private business, and G2C for
government sales to the general public

TYPES OF ECOMMERCE BUSINESS REVENUE

→ The nest most important think about is how

you want to handle inventory management
and sourcing products.
→ Some people like the idea of making their WHITE LABELING
own products and others hate the idea of
their garage full of boxes. → White labeling is similar.
→ You choose a product that is already
DROP SHIPPING
successfully sold by another company, but
→ The simplest form of ecommerce, drop offers white labels options, design your
shipping lets you set up a storefront and package and label, and sell the product.
take the customers’ money through credit → This is common in the beauty and wellness
cards ,debit card, PayPal, PayMaya. industries, but more difficult to encounter in
→ The rest is up to your supplier. another niches.
→ This frees you from managing inventory,
warehousing stock, or dealing with
packaging, but there’s major caveat.
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devices, on a subway platform, in a video
game, or via a smart phone

DIGITAL MARKETING CHANNELS

SUBSCRIPTION

→ One of the most popular and successful

pure ecommerce brands is Subscription.
→ You let your market subscribe to your
service in certain amount of time

WEBSITE MARKETING

→ A website is the centerpiece of all digital

marketing activities.
→ Alone, it is a very powerful channel, but it’s
also the medium needed to execute a
variety of online marketing campaigns.
→ A website should represent a brand,
product, and service in a clear and
memorable way.
→ It should be fast, mobile-friendly, and easy
to use.
PAY-PER-CLICK (PPC) ADVERTISING

→ PPC advertising enables marketers to reach

DIGITAL MARKETING Internet users on a number of digital
platforms through paid ads.
→ Digital marketing refers to the marketing of
goods and/or services using digital → Marketers can set up PPC campaigns on
channels, which in most cases means via Google, Bing, LinkedIn, Twitter, Pinterest, or
the Internet or online. Facebook and show their ads to people
searching for terms related to the products
→ Digital marketing extends beyond internet
or services.
marketing to include channels that do not
require the use of the internet. → PPC campaigns can segment users based
on their demographic characteristics (such
→ It includes mobile phones (both SMS and
as by age or gender), or even target their
MMS), social media marketing, display
particular interests or location.
advertising, search engine marketing, and
any other form of digital media → The most popular PPC platforms are
Google Ads and Facebook Ads
→ The term “marketing” refers to analyzing the
market and determining what consumers
want. It also includes finding out whether
your company can produce and deliver it
profitably.
→ The term “digital marketing,” however, tends
to refer more to advertising and promotions
in the digital world
→ Digital marketing targets a specific segment
of the customer base and is interactive.
→ Digital marketing is on the rise and includes
search result ads, email ads, and promoted
tweets – anything that incorporates
marketing with customer feedback or a two-
way interaction between the company and
customer CONTENT MARKETING
→ Internet marketing differs from digital
marketing. → The goal of content marketing is to reach
→ Internet marketing is advertising that is potential customers through the use of
solely on the Internet, whereas digital content.
marketing can take place through mobile
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→ Content is usually published on a website
and then promoted through social media,
email marketing, SEO, or even PPC
campaigns.
→ The tools of content marketing include
blogs, ebooks, online courses, infographics,
podcasts, and webinars
EMAIL MARKETING
→ Email marketing is still one of the most
effective digital marketing channels.
→ Many people confuse email marketing with
spam email messages, but that’s not what
email marketing is all about.
→ Email marketing is the medium to get in
touch with your potential customers or the
people interested in your brand.
→ Many digital marketers use all other digital
marketing channels to add leads to their
email lists and then, through email
marketing, they create customer acquisition
funnels to turn those leads into customers
SOCIAL MEDIA MARKETING
→ The primary goal of a social media
marketing campaign is brand awareness
and establishing social trust.
→ As you go deeper into social media
marketing, you can use it to get leads or
even as a direct sales channel
AFFILIATE MARKETING
→ is one of the oldest forms of marketing, and
the Internet has brought new life to this old
standby.
→ With affiliate marketing, influencers promote
other people’s products and get a
commission every time a sale is made or a
lead is introduced.
→ Many well-known companies like Amazon
have affiliate programs that pay out millions
of dollars per month to websites that sell
their products
VIDEO MARKETING
→ YouTube has become the second most
popular search engine and a lot of users are
turning to YouTube before they make a
buying decision, to learn something, read a
review, or just to relax.
→ There are several video marketing
platforms, including Facebook Videos,
Instagram, or even TikTok to use to run a
video marketing campaign.
→ Companies find the most success with
video by integrating it with SEO, content
marketing, and broader social media
marketing campaigns
SMS MESSAGING
→ Companies and nonprofit organizations also
use SMS or text messages to send
information about their latest promotions or
giving opportunities to willing customers.
→ Political candidates running for office also
use SMS message campaigns to spread
positive information about their own
platforms.
→ As technology has advanced, many text-to-
give campaigns also allow customers to
directly pay or give via a simple text
message
ADDITIONAL RELATED STUDY
OMNICHANNEL MARKETING
→ Omnichannel is the idea of using all
channels to create one, unified experience
for customers.
→ This includes both traditional and digital
channels, point-of-sale, in-store, and online
experiences.
→ Difference between multichannel and
omnichannel marketing is that multichannel
puts brand at the center of the strategy and
sends the same message out to customer
on all channels.
→ This makes multichannel marketing
completely different from the omnichannel
meaning.
→ Omnichannel marketing puts the customer
at the center of the strategy.
→ In an omnichannel marketing strategy, the
message changes and adapts to how the
customer has interacted with other
channels.
→ SMS marketing strategy should be part of
omnichannel communication.
HOW OMNICHANNEL MARKETING WORKS:
1.A customer signs up for your mailing list, and opts
to receive SMS messages
2.You send a welcome message with their first-time
discount via SMS and follow up with email
3.The customer comes back and browses, signing
up for push notifications, but ultimately not
purchasing
4.The customer clicks on a retargeting ad and
comes back, adding products to their cart
5.The customer receives a cart abandonment
message via email and revisits their cart
6.The customer finishes their purchase and signs
up for Facebook Messenger updates
7.Order and shipping confirmation updates are sent
via Facebook Messenger