Week 1 & 2

Question 1

What is inbound marketing?

Answer 1

When consumers actively seek out information for their needs, and interaction with brands are attracted through content, search and social media marketing.

Question 2

What is content marketing?

Answer 2

The process of creating and distributing relevant/ valuable content to attract the target audience and drive profitable customer action.

Question 3

Zero moment of truth (ZMOT)

Answer 3

Summary of today’s decision-making where consumers search, review ratings, styles, prices, and social media comments before proceeding to retail.

Question 4

What is “Digital Business”

Answer 4

The use of digital technologies within an organisation to transform the key business processes within that organisation (broad in scope)

Question 5

What is “E-Commerce”

Answer 5

All digital (and electronic) mediated transactions between an organisation and a third party. 
E.g. buying and selling on the internet

Question 6

What’s the difference between buy-side and sell-side e-commerce?

Answer 6

Buy-side: transactions to procure resources need by an organisation from its suppliers

Sell-side: transactions involved with selling products to an organisation’s customers

Question 7

Ubiquity is a feature of e-commerce technology, what is its business significance?

Answer 7

shopping can take place anywhere causing enhanced customer convenience and reduced shopping costs

Question 8

Richness is a feature of e-commerce technology, what is its business significance?

Answer 8

Video, audio and text marketing messages are integrated into a single marketing message and consumer experience

Question 9

Who are the main users of an:
Intranet
Internet
Extranet

Answer 9

Intranet - I.T department (company only)

Internet - Marketing (available worldwide)

Extranet - marketing/purchasing (used by suppliers, customer, collaborators)

Question 10

What is the “Six Cs” model in relation to why business may adopt e-commerce?

Answer 10

Cost reduction

new Capability

improved Communication

Control

Customer service

Competitive advantage

Question 11

What are the main risks of digital business?

Answer 11

• too many customers
• hacking
• privacy issues
• goods/services not being delivered when outside the digital businesses control
• communications reaching the wrong person within an organisation

Question 12

Main barriers to adoption of digital business

Answer 12

Security fears

Privacy fears

Online costs + cost of access devices

Lack of perceived need