Professional Documents
Culture Documents
Clutter
A message /
reminder pops up
on his smartphone
As he continues walking
Dental Counter, the smart
cart identifies RFID tag of
toothbrush
DIGITAL
MARKETING
Express
Brick-and-mortar stores
Brand loyalty
Desire to Purchase
Purchase Decision
Post-Purchase experience
Krishna Koppa Digital Marketing
New Consumer’s Decision Journey
Non-Loyalty
Critical
(research & shopping) Moment
(ZMOT)
Quasi Loyalty
Post-Purchase experience
Krishna Koppa Digital Marketing
Factors that determine this Critical
Moment are driven by . .
DIGITAL MARKETING !!
Clutter
Clutter
Search Marketing
Mobile Marketing
Digital Lens
Social Media
Digital Storefronts
Gamified Spaces
Internet
Software applications that run on
DIGITAL it
TECHNOLOGY Devices that allow people to
connect to both network and each
other
Telegram Telephone
Abott: 1746 : Electric Shock for monks Alexander Graham Bell : 1877
Joseph Henry : 1830 : Long Distance Bell Elisha Gray : Few hours earlier
Samuel Morse : 1842 : Morse Code
1850 : 12K + miles of lines in US
Seed of
Internet
USSR’s Sputnik Launch : 1957
USA’s Advanced Research Project Agency (ARPA) : 1958
ARPANET E-Mail
Joseph Carl: 1962 : Sown the seeds Timlinson : 1971 : 1st Email in ARPANET
ARPANET : 1966 Birth of @ sign in mails !
IBM and others were sceptical
46 institutes connected : 1974
INTERNET
Vincent Cerf (father of Internet) : 1974
Now with Google !
TCP was first used
Krishna Koppa Digital Marketing
Evolution of global network of people
“Making Connections”
TRUE
INTERNET
WEB
TCP/IP : 1983 Tim Burners Lee : 1989
1000 hosts : 1984 WWW : 1991
1,00,000 + hooked on to internet: 1989 First web page : 1991
.com : 1989
“Explosive”
WWW
850% growth between 1991 and 1997
18,957 users : 1995
3,42,081 : 1996
700 Mn : Now !
Krishna Koppa Digital Marketing
Evolution of global network of people
Recovery
Google search engines
High Speed Internet
1 2 3
Tech is levelling the Relevance filtering is
Interconnectivity
info playing field increasing
4 5
Micropublishing of
Niche aggregation is
personal content is
growing
blossoming
6 7
On-demand; any
Rise of ‘Prosumer’ time, any place,
anywhere
No ‘one-size-fits-all’ strategy
Know your
Customers
Know Know your
what you Competiti
want to on
achieve
Know your
Know how
Business
you are
doing
You must be a world’s great archer – but if no one gives you a target to aim at,
What good will it do to you?
Digital
They want it
customers are
all, They want They are in
comfortable
it now Control.
with the
medium
They are
fickle.
They are vocal
Brand Loyalty?
Huh !!
PLACE PRICE
Internet - Transparent, Competitive
- through whatever source - Customer Value Proposition
Other digital spaces of - Value for Money /Time
interaction and engagement - Others are waiting to
highlight your prices online !
Digital
Marketing
Mix
- Online and Offline - Good offering with CVP
- Website/SEO/PPC/Affiliate Products that don’t fail
partnership/SM/E-mail/ - Customers can shout louder
Mobile/CRM/Content from a tallest building in
Mktg/Display media cyberspace!
PROMOTION PRODUCT
Mobiles /
Smartphones
Connected
Computer screen
Television
Traffic Conversion
Driver OR Engine
GOALS
Actual online purchase (sales transaction)
Online enquiry (lead generation)
Subscribing for your news letter (future marketing)
etc
1 2 3
Testing
6 5
Responsive Web
Deployment
Design (RWD)
Make it catchy
Virtual
dedicated
Shared
hosting Dedicated
Hosting
(Virtual Hosting
accounts
Private Servers
- VPS)
6 Shop around
Your
Homepage:
Imp but lease
useful. Deeper
pages are better
than Homepage
for ‘search’ users
1 Design does not speak for itself 7 User filtration : membership, CAPTCHA,
registration, link to FB or Google a/c
4 Unclear /broken navigation & structure 4 Using splash pages : barrier to SEO
results
Blog
Google+ Youtube
Website
Twitter LinkedIn
Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the
page itself, but only in the page’s code. We all know tags from blog culture, and meta tags are more
or less the same thing, little content descriptors that help tell search engines what a web page is
about.
• Meta Keywords Attribute - A series of keywords you deem relevant to the page in
question. Are abused much. Google does not use these now in its algorithm
• Title Tag - This is the text you'll see at the top of your browser. Search engines view this
text as the "title" of your page. Too important and used much now a days
• Google Analytics
• Mint
• KISSmetrics
• Mixapanel
• A/B testing
• Control page and Challenge page
Krishna Koppa Digital Marketing
Other Tools for Success
Behavioral Aanlytics
Measurement
and Analytics • Real-Time Visitor Reporting
• Woopra : an application used to
see real-time visitors by location,
referral source, top page,
recurring visitors
• Clicky Web Analytics
• Google Analytics
• Visitor visualization
• Crazyegg : Just like heat maps.
One can know where user is
clicking on the page
• ClickTale : Incl Mouse movements
!
Krishna Koppa Digital Marketing
Vs
Learning Objectives
Website Place of
interactions/engage
Twitter LinkedIn ment
Real Business/Real
Facebook People/Real Time
Timely Relevant
Results Results Reason of
existence of any
High Search Engine
Quality
Results
Better
experience of More the
the user, Users, More
Better the advertisers,
reputation of More
the Search Revenues
Engine
SEO
Krishna Koppa Digital Marketing
SEO
Optimizing the site for search engines
JavaScript
All Flash Website Frames
Navigation
• You must know what ‘key words’ that are being typed by
users
• Search engines understand meaning of keywords…. Context
of search and semantic search
• There are tools that give you ‘keyword’ wise competition list
…Sites being ranked well on such words
• www.SEOtoolset.com or www.compete.com
• www.schema.org
16 Keywords in Content
• Balance between Keywords and Content !
• Write the content for users – keeping keyword in mind for
each page
• Do not worry much !
• Internal links : links that reside on your pages and belong to your
domain = links from your own website
• Best way of ‘distributing’ the authority accrued by your more popular
pages to other pages you want to rank for
18 Local SEO
• If you are getting all of your customers locally, you must
consider local SEO
Important tips
1. For local SEO, create a local profile on Google
2. NAP citations : Name, Address, Phone number
3. Lots of reviews : Preferably good ones
Measure
Refine Monitor
Organic Paid
results results
SEO
Krishna Koppa Digital Marketing
SEM – Search Engine Marketing
2. Match Types (Match types may affect CPCs and quality score)
C Generic Keywords :
Eg : TV, Company, Japan, LED, LCD, Service
D Log-tail Keywords :
Eg : Best TV in the world, Innovation in Electronics etc
E Misspellings:
Eg : Televesion, Sony expeeria, etc : Less expensive PPC
F Negative keywords:
Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top
Cruise is searched)
Krishna Koppa Digital Marketing
SEM – Search Engine Marketing
2. Match Types (Match types may affect CPCs and quality score)
A Exact Match
B Phrase Match
C Broad Match
Exact Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments buy men's garments
men's garments men’s garments on sale
mans’ garments
looking for men's garments
Phrase Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments Male’s garments
Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click.
Each advertiser informs the host of the maximum amount that he or she is willing to pay
for a given ad spot (often based on a keyword
Increase
Conversion
SEO SEM Rates
Organic Paid
results results
SEO
Krishna Koppa Digital Marketing
SEM – Search Engine Marketing
2. Match Types (Match types may affect CPCs and quality score)
C Generic Keywords :
Eg : TV, Company, Japan, LED, LCD, Service
D Log-tail Keywords :
Eg : Best TV in the world, Innovation in Electronics etc
E Misspellings:
Eg : Televesion, Sony expeeria, etc : Less expensive PPC
F Negative keywords:
Eg : Caribbean Cruise or Star Cruise (Do add –Tom to avoid being shown when Top
Cruise is searched)
Krishna Koppa Digital Marketing
2. Match Types (Match types may affect CPCs and quality score)
A Exact Match
B Phrase Match
C Broad Match
Exact Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments buy men's garments
men's garments men’s garments on sale
mans’ garments
looking for men's garments
Phrase Match
Ads may show on searches for Ads won't show on searches for
Keyword
men's garments Male’s garments
Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click.
Each advertiser informs the host of the maximum amount that he or she is willing to pay
for a given ad spot (often based on a keyword
Increase
Conversion
SEO SEM Rates
How is it changing
What do we mean by
Digital Marketing
Social Media?
landscape?
It is Naturally
Compelling : We are Make or Break Dilemma !
biologically programmed to
be social Consumers can talk positively
as well as negatively – that to
faster, spreading the sharing
like a wild-fire.
You cant control this open
SM is nothing to be conversation !
afraid of : Rules are But, SM is actually all about it –
dictated by consumers and
not marketers people talking, sharing,
connecting with people
Evangelize
More Customers
Raise your Profile: Helps you appear responsive, authoritative in your field.
Level the playing field: Traditional focus groups and research/surveys are expensive. Even small
players can afford social media.
Influence the influencers: Active participants are targeted influencers. Create Buzz
Nurture Brand advocacy: Engage people with +ve attitude towards your brand. They can be
your employees!
Pass it on: SM has great capacity for viral propagation. Leads to viral marketing. Online equivalent
of word-of-mouth…. But this travels faster and further !
Wisdom of the crowd: Generate Ideas. Thousand heads are better than one while addressing
business problems. Nothing to loose !
Personal Discussing
Creating Exchanging Sharing Rating relative
interaction
merits
CONTENT
The content can be linked to
Anything
Other News Audio , that is
Blog posts Photographs distributed
websites articles Video
in Digital
form
Media Sharing
Podcasts
Sites
Forums and
Micro-blogging
Discussion Sites
Social media
Submission Wikis
Sites
6 Blogs
6 Blogs
7 Podcasts
7 Podcasts
8 Microblogging
9 Wikis
Media Sharing
Podcasts
Sites
Forums and
Micro-blogging
Discussion Sites
Social media
Submission Wikis
Sites
Social Media Dash Boards – Dashboards lets you keep track of and
update your accounts on the move. Dashboards incorporate multiple social media
accounts across various platforms
They offer
• built-in statistics,
• measurements,
• scheduled updates,
• keyword monitoring
Respect ‘rules’ –
Look, Listen, Learn – follow guidelines of
familiarize before the media you have
you act chosen
Don’t jump in
Unprepared – Tgt
Respect people
group, Obj,
Measurement
What is E-mail
How to test
marketing? How will
campaign’s success?
it benefit business?
What is E-mail
marketing?
Mails may get ignored – if they reach your prospect’s inbox at all !
= Spam = Junk mail
What is E-mail
marketing?
E-mail marketing
– some
examples
E-mail marketing
softwares
SaaS = Software-as-a-service
It is useless to go for e-mail marketing if you do not who you are sending mails
CRM is all about keeping customers happy and maintaining relationships with them
It is useless to go for e-mail marketing if you do not who you are sending mails
In e-mail marketing, CRM can help you segment list and target
Measurement of
Pre Planning stage Planning stage
success
Legal Requirements
Be familiar with law in your jurisdiction. Laws
exist to protect customers’ privacy
Spamming is against law – in many countries
Recipients must be given an option to ‘opt-out’
of receiving mails in the future
Source of the mail must be traceable
Subject lines must not be deceptive / cheating
In
95% of e-mail traffic was spam !
2007
In
70% of e-mail traffic is spam !
2014
Logistical problems
Sometimes, mail doesn’t get through due to
ISP incorrectly treats mail as spam
Gets filtered in to junk-mail folder
Some spam filters don’t even allow genuine
and legitimate mails !
False Positive : Legitimate mail blocked by a
spam filter
Make sure your mail does not look and read
like spam
www.spamhaus.org : Site that helps you to
avoid ‘false positives’
E-mail formats
Your mail may not get delivered as the
recipients’ email clients – software or website –
don’t recognize !
Now, this issue is smaller, but exists
CTA
E-mail Design
Most of the principle applicable for website
design are applicable for e-mail design too
Must be effective and consistent across
different platforms- varying screen sizes. Just
like Responsive Web Design
Make sure e-mail ‘degrades’ gracefully
(working without the images and is making
sense even with plain text)
Adapt ‘above the fold’ approach of news paper.
Good stuff explained early and in top.
Email clients show part of message along with
subject line in Inbox. Make use of it
Use rich media judiciously : Rich texts/HTML is good but may get
filtered out for security reasons
Mobile users too read e-mails: With small space, you have to ‘hook’ the
reader early with killer content
E-mail delivery
Delivery of message is crucial
Send the mail to ‘test’ or ‘seed’ addresses (like
your own and find out if mails are getting
delivered as you wanted
Do accept and take ‘unsubscribe’ requests and
take actions – remove them from mailing lists
Understand why mails to certain recipients are
bouncing
If bouncing is too much, coordinate with ISP
and get it resolved
Don’t get surprised or worried on ‘auto
responses’ you start getting
Use BCC while sending to a list from your
desktop directly
Click-to-
Open-Rate CTR Open Rate
When did % of people
How many What links
people opened opened and
people opened people tended
the mail? then clicked
the mail? to click on?
through to the
web site
How many
Unsubscript
Types of e-mails
people did not Tracking mails ion Rate
with best
open the mail? that regularly % of people
conversion
Who are they? bounce unsubscribing
rates
to your mails
Significance of
What is Mobile
Mobile gaming in
Marketing?
MM?
What is Mobile
Marketing?
Mobile ad spend in 2013 = $11 billion; 2016 expected to reach $24 billion
In 2013, Mobile subscription reached 6.9 billion, equal to 96% world population
Please…..
I beg you for a Rs 50
internet pack.
I have not seen
Facebook in my mobile
since morning !
One can deliver personalized, relevant content to the customers. One can
engage the customers – instead of one way communication
24/7 accessible device. Last thing in the night, First thing in the morning !
Target your market more effectively based on geo, demo and behavioral
factors
Krishna Koppa Digital Marketing
Tablets…. They are here to stay
Reduce no. of touch events for better conversions : fewer steps for customers
to go for purchase/take actions
Frequency
and Bounce
New users
duration of rates
visits
Segmentat
Total app ion by
users device
type
Total
CTRs
Downloads
Mobile Mobile
SMS QR Codes
payments Commerce
Mobile Augmented
mapping reality
Mobile Mobile
banking Health
Understand Be relevant :
Know your
your right person,
Consent customers Privacy
Customers right message,
(KYC) right moment
(UYC)
Why to create
How to share digital
content for digital
content?
marketing process?
You are nothing online if you do not create content for engaging customers
Content is one of the channels you use to contact customers along all phases
of customer life cycle
1 2 WordPress and 3
Entry barrier for Content marketing
Blogger or social
publishing in digital works. Works for all
media have made
space is NIL ! big & small companies
publishing zero cost
4 5
SEACH SOCIAL
• Google gives value in • Majority of the time
search results for sites customers are on Social
with better content Media. If your content
• Google degrades or de- does not exist there, you
indexes sites with poor are not visible
content. Such companies
• Content must revolve
run risk of not being
around brand story
visible in digital space !
• No major SEM/PPC • Links, CTAs are not
budgets, Go for SEO…and content in social media
that requires Content !
Be able to
Have
plan and
combination
manage
of greater
various
organisation
number of
skills
campaigns
Pay
Be
meticulous
up-to-date
attention to
with
detail,
everything
creativity and
new in digital
analytical
marketing
acumen
Where
How to
does
write
content
content
strategy
strategy
fits in
document?
marketing?
What
Why content to
Content be
strategy is created?
needed?
How much
of content
to be
created?
Content marketing is one such tool that works along the entire customer life
cycle
You need a ‘strategy’ that tells you what to communicate at what stage
One must know, whom to speak to, what to speak and what to achieve by
speaking
The document must outline WHAT, WHY and HOW you will go about creating content
Content
Social media Search PR
Marketing
Remember,
Social media and search forms are just the channels
through which content is distributed. Without GREAT
content, social media and search channels are
ineffective
TYPES of content
1 2 3
News and Blog Feature, Guides &
White papers
content Interviews
4
e-books
5 6 7
Infographics Videos Photographs
TYPES of content
1
News and Blog
content
• Easy and quick to create and represents first tick on your to-do-list on
content strategy
• Easy to host on your website
• Site must look up-to-date. Customers hate Old Content
• Search engines love updated and content-rich sites
• Publishing news and blogs gives an opportunity for you to share on
social media – to promote and engage customers
• This kind of content may carry – NIBs (news in brief)
TYPES of content
2
Feature, Guides &
Interviews
TYPES of content
3
White papers
TYPES of content
4
e-books
TYPES of content
5
Infographics
TYPES of content
6
Videos
TYPES of content
7
Photographs
Resources and
Objectives Industry
Budget
Remember,
• Seasonality
Create Content • Topics
Calendar • Timing
• Share
Remember,
Improves revenue
Understand issue of
reputation and wider One case study – what
context of PR. What are we can learn from it
PR and ORM?
Since, most of these stakeholders are online, how can you afford to be
silent online? Will not impact your PR?
How to make internet work for you and not against you
1 2 3
Understanding your Know the influncers The press release – it
goals and audience and gain their trust still works
4 5
Low cost and simple
Damage limitation:
Creativity that
When crisis strikes, be
surprises and delights
proactive
your audience
If you don’t engage them, they will not know you exist
Who is this
What is the
Why and how release for? Can
measure of
will this release you tweak it for
success of the
help business? different
release?
audience
What happened: A pastor who had eaten at an Applebee’s restaurant crossed out
the automatic 18% tip charged for parties of more than eight and wrote “I give
God 10% why do you get 18” above her signature. A waitress at the restaurant
took a photo of this and posted it on Reddit. She was subsequently fired for
“violating customer privacy” which would have been understandable if
Applebee’s had not posted a similar receipt that was complimenting them just 2
weeks prior.
As news of this incident spread like wildfire and infuriated people across all social
media platforms, Applebee’s responded with a short post defending their actions
on their Facebook page. This quickly drew over 10,000 mostly negative
comments, to which Applebee’s started responding by posting the same
comment over and over again. They were also be accused of deleting negative
comments and blocking users.
Break the
‘inattention’
Get to grips with
barrier/clutter.
Content
You need to
marketing
attention-
grabbing
Integrate your
idea and manage
Don’t bank on
reputation from
free media alone
Top-down and
across media
Every 2 days, the world produces as much data as was accumulated from the
dawn of man till 2003 !!
Around 2,00,000 people with deep analytical skills are needed for this
1
Carefully select key metrics to measure : You are what you
measure. Select good metrics based on your objective
2
Be agile – look, learn and take action: Digital measurements occur
in virtually real time
3
Integrate internal departments into decision making: Data is
used to make decisions – and touch every body at the company
4
Analytics is people business : Apply 10/90 rule. Software cost is
10%, people cist is 90% !
In India
1
Why does your brand’s website exist : Reasons must connect to
revenue (eg : sell products, capture e-mail address, build database etc)
2
Who do you want to attract : Don’t waste time, energy, money and
resources in people who are not your target audience
3
How do they find you : Website or Social media or Search or another
website etc?
4
What action you want them to take? : this must be in relation to
why your business is on Internet
9 Important measurements
Unique
Bounce Rates Segments
Visitors
Average Abandonment
Conversion
Shopper Value Rate
9 Important measurements
Unique Visitors : Count of how many different people come to your website within a
specified time – mostly 30 days
Bounce rates: % of people who see just one page and carry no activities
Traffic Sources: Information on source from where visitor has come and visited website
Segmentation: Information on segmentation of customers visiting the website
Keywords: Information on why visitors have visited website.
Content: What pages are most viewed – in rank order.
Conversion: What you want visitor to do – buy products, download video, down load the
content etc
Average Shopper Value: What is average no of products or average value products
visitors buy?
Abandonment rate: % of people who add products to cart with a intention of buying but
ending up not completing the order
9 Important measurements
Followers and
People Talking
Keyword Rank Competitors’
about (FB)
followers
Search
Marketing
Tools
Competitive
Intelligence
Website
Analytics
Social Media
• Data networks
• Intense competition
• Globalization
• Information age
• Technologies
• Automation
• Low cost high quality
products/services
E-Commerce
Teleshopping
Mail Ordering
Street vendors
Monetary Process
Barter
History of E-Commerce ?
1990s
World Wide Web, Internet
Cheaper to do business (economies of
scale)
Enable diverse business activities
1980s (economies of scope)
History of E-Commerce ?
2001-Present
E-Commerce -2
The current era of E-commerce
beginning in 2001
1995-2000
E-Commerce -1
A period of explosive growth in E-
commerce beginning from 1995 and
ending on 2000
Ubiquity : Universal
Global reach :
Internet/Web is Standards : One
Technology
available set of Internet
reaches around the
everywhere, standards across
earth
anytime world
Information
Richness : Video, Interactivity :
density : reduces
Audio, text is Interaction with
information costs
possible users possible
and raises quality
Personalization
/Customization :
Tech allows
personalized
messages/goods to
individuals
Commerce
Traditional
E-Commerce
Commerce
Brick and Mortar
Mom & Pop
Sellers Sellers
goods
order
Flipkart’s Inventory
goods
Rahul Agrawal did not want to run his family business of distributing Banarasi saris
and dress materials the traditional way. After graduating from IIT-Mumbai in 2009,
Agrawal worked for a financial research firm in Delhi and then started an online
games retailer in 2012. Running the games business helped him realise the
potential of India's online retail market.
"With the games site, we faced challenges of procurement, but our sari business
already had a strong procurement network," said Agrawal. He gave up his stake in
the games business and moved back to Varanasi in 2013 to run the three-decade-
old Chandrakala Enterprises. In September that year, he started selling his Banarasi
saris on sites like Amazon, Flipkart and Snapdeal.
"I would have had to eventually take over the family business but thanks to online
retail I am having fun," said Agrawal, who is targeting sales of at least Rs 16 crore
this fiscal from online sales.
DMP sells about 150 products on regular days across most major online portals and
is targeting about Rs 4 crore online sales this fiscal. "If I had to do this offline
I would not have been able to do that without a heavier infusion of capital," said
Wadhwa. "We are a totally debt-free company."
Karan Chugh's family has been running an apparel manufacturing and wholesale
business, Majestic Silk, in Surat since 1960 and the family diversified into retail in
2007.
It was when Chugh, 25, started shopping online that he decided to retail the mass
market Florence brand of saris and dress materials online.
"The idea was to explore," recalled Chugh, who started with Snapdeal in 2012 and
now sells on most top marketplaces. In the first month, Florence sold Rs 5
lakh worth of products, but Chugh could see the steady ramp up in orders.
Within a few months, Chugh started Silk Bazaar, a more premium range priced up to
Rs 30,000, just for the online market. With online retail accounting for over
70% of the company's overall sales, he has cut back offline operations
from 30 stores to five. He also operates shop-in-shops in Vishal Megamart and
at More.
(Organization)
Business
B2B B2C
Who creates Value
(Individual)
Customer
C2B C2C
Examples
B2B- Intel selling micro processors to Dell
Business Model
A set of planned activities designed to result in profit
= Framework for executing strategies to result in achievement of business
objectives
Business Plan
Document describing business model
3 Market Opportunity What market are you going to serve? What is its size?
Organizational
7 What is the structure required for this plan?
Development
8 Management Team What kind of leaders are required for these plans?
Why customers
What you provide
chose to do
that others do not
business with you
and can not?
instead of others?
Facilitation of
Personalizatio
Reduction in Reduction in transactions
n/customizatio
product search price discovery by managing
n of product
costs costs product
offerings
delivery
Subscription
Advertising Transaction
E-
fee
Commerce
revenue
models
Affiliate Sales
Affiliate revenue
5 Fees for business referrals Mypoints.com,
model
(Organization)
Business
B2B B2C
Who creates Value
(Individual)
Customer
C2B C2C
Community Provider
B2C : Portal
Model
B2C : E-tailers
= online retail store
Model
B2C : E-tailers
Model
B2C business
Examples Description Revenue Model
Model
B2C : Content
Provider Model
B2C : Transaction = Site that processes transactions for consumers that are
Broker Model normally handled in person, by phone, or mail
B2C business
Examples Description Revenue Model
Model
B2C : Transaction
Broker Model
B2C : Market = builds digital environment where buyers and sellers can meet,
Creator Model display products and establish a price for products
B2C : Market
Creator Model
B2C : Service
= Offers services online
Provider Model
B2C : Service
Provider Model
B2C business
Examples Description Revenue Model
Model
B2C : Community
provider Model
Marketplace /
E-distributor B2b Service Provider
Exchange (B2B Hub)
Matchmaker Infomediary
Vertical Horizontal
B2B business
Examples Description Revenue Model
Model
B2B : E-distributor
Model
B2B business
Examples Description Revenue Model
Model
Even as the m-commerce is growing, the segment cannot depend solely on smartphone
growth. Of course, smartphone growth is paving the way for mobile e-commerce, but
penetration of faster mobile Internet – faster and affordable 3G and perhaps 4G networks – is
equally important.
Wallet system has been around for quite some time, but hasn't gone mainstream in the
country. Wallet ensures a convenient and technologically quick method for you to
purchase products. If figures from Paytm are to be believed, wallet definitely promises
high potential – it has over 15 million active wallets within 10 months of launch, out of
which 6.5 million with money or saved cards.
But, wallet system faces a lot of challenges, ranging from RBI regulations to customer
awareness. However, we expect more relaxations in norms in the near future. The
wallet system is also going to help the developers monetize their apps. Moreover,
Initiatives such as Airtel's Airtel Money and Vodafone's m-pesa are certainly going to
make wallet more popular. Check out the RBI list for mobile wallet licence holders here.
Also read: Draft Guidelines for issuance and operation of Prepaid Payment Instruments
in India
E-Commerce strategies : These strategies almost remain same for B2B and B2C models
• Permission Marketing
• Affiliate marketing
2 Customer Acquisition Strategies
• Viral Marketing
• Leveraging brands
E-Commerce
M-Commerce Ubiquity
Reachability
Instant Connectivity
Convenience
Transmission modes :
• GPRS (General Packet Radio Service)
A step between GSM and 3G cellular networks.
Mobile phone can receive and transmit data at the same time. (e.g. make a phone call
and receives e-mail at the same time)
• 3G/4G
• W-CDMA (Wideband Code-Division Multiple Access)
COD – Cash
Against delivery /
Credit Cards Digital Wallet
Check against
delivery
Digital
Online Stored
Digital Cash accumulating
Value System
balance
Digital credit
Digital Checking
card accounts