E-commerce and advertising Flashcards
What is the difference between “owned media”, “bought media” and “earned media”?
Owned media = The media which the company owns and fully controls. (webpage etc)
Bought media = The media which is bought by the company (advertising space)
Earned media = The media which is earned in different ways and is unpaid (people giving good reviews on social media)
What is “programmatics”?
An automated system in which advertisement is distributed in different channels and times with the use of algorithms.
What are some pros with programmatics?
- Since it’s automated the need for human interaction is reduced and in this way cost efficient and lessens risk of human error.
- Targeting the right customer at the right time is easier achieved by analyzing and using data in the algorithms about where customers have shown interest before.
- The future of marketing
What are some cons with programmatics?
- Missing competences on how to use this tool.
- Marketing is an old business and is usually done in a certain way - leads to resistance from marketeers who fear a loss of creativity.
What are the eight key elements of a business model?
- Value proposition
- Revenue model
- Market opportunity
- Competitive environment
- Competitive advantage
- Market strategy
- Organizational development
- Management team
What different B2C business models are described? (7)
- E-tailer (online store)
- Community provider (social network)
- Content provider (music, text, news)
- Portal (msn, AOL, Yahoo)
- Transaction broker (middle-service in transactions)
- Market creator (e-Bay, blocket)
- Service provider (Google)
Which are the four different business models for B2B E-commerce?
- E-distributors (company that offers products and services to individual companies)
- E-procurement (enables marketplace for trades between different companies)
- Exchanges (independent marketplace for large number of suppliers to meet limited number of large companies in one sector)
- Industry consortia (industrial sector-owned marketplace offers products to e.g automobile industry)
What are “Private industrial networks”?
Networks owned by a large purchasing organization that invites selected suppliers to the network. (Walmart)
What is “Supply Chain Management” (SCM)?
Activities used to coordinate procurement process.
What are some major trends in “Supply Chain Management”?
- Just-in-time and lean productions
- Supply chain simplification
- Sustainable supply chains, etc…
What are the four revenue models for App-marketing?
- Payment for download
- In app purchase
- Subscription
- Advertising
What are some benefits to email-marketing?
- Inexpensive
- Average around 3-4 % click through
- Measuring and tracking responses
- Personalization and targeting
Name 3 challenges with email-marketing.
- Spam
- Anti-spam software
- Poorly targeted purchased email lists
What are some advantages to email-marketing?
- Relatively strong tool to build relationships with consumers
- Relatively cheap
- Easy to personalize
What are some disadvantages to email-marketing?
- Difficult to get through firewalls
- Difficult to create creative design
- Resource intensive to personalize emails
What is spam?
Unsolicited commercial e-mail (around 55% of all mail in 2017)
