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Lecture 10

ADMS 2200 Lecture Notes - Lecture 10: Flickr, Web Banner, Social Media Marketing

Administrative Studies
Course Code
ADMS 2200
Alexander Rusetski

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ADMS 2200: Lecture 10, Ch.4 00:06
Chapter 4: Digital Marketing and Social Media Living in the Connected World
E-business: The wide range of business activities that take place via
Internet applications, such as email and virtual shopping carts.
E-business can be divided into five broad categories:
E-tailing, or virtual storefronts on the websites
Business-to-business transactions
Electronic Data Interchanges (EDI), the business-to-business exchange of
Email, IM, blogs, podcasts, vlogs, and other Web-enabled communication
tools—as media for reaching customers
Web contacts that allow the gathering and use of demographic, product, and
other information
Digital Marketing: The strategic process of creating, distributing,
promoting, and pricing goods and services to a target market over the
Internet or through digital tools
Benefits include:
Global reach—The ability to reach anyone connected to the Internet
anywhere in the world
Personalization—Creating products to meet customer specifications
Interactive marketing—Buyer–seller communications through such
channels as the Internet and interactive kiosks
Right-time marketing—The ability to provide a product at the exact time
Integrated marketing—Coordination of all promotional activities to produce a
unified, customer-focused promotional message
Worldwide Internet usage has reached over 2.45 billion while more than
78% of the North American population have access to the Internet
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Business-to-consumer digital marketing (B2C): selling directly to
consumers over the Internet
Convenience and more secure credit card transactions have caused rapid
growth in online retail sales (e-tailing)
Interactive marketing involves buyer-seller communications in which the
customer controls the amount and type of information received from a
marketer through such channels as the Internet and virtual reality kiosks
Electronic storefronts are company websites that offer items for sale to
These items are placed in an electronic shopping cart or shopping bag
Competitive pricing: The comparison of features and prices across sites is
Bots (shopbot) are search programs that check hundreds of sites, gather
and assemble information, and bring it back to the sender
Access and convenience: Facilitates ordering of goods and services from
around the world at any hour of the day or night
Customers are required to select a user name and password for security
Emails are used to confirm orders, to aid the delivery process
Personalized service: Customer satisfaction is greatly affected by the
marketer’s ability to offer service tailored to many customers
The typical Internet user is now likely to be between 18 and 64 years of
age, 78% of Canadians shop online
A broader range of Internet users now purchase items online, more men
shop online than women
Early online sellers focused on products that consumers were familiar with
such as books and music
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The Internet has four main functions:
Digital business
Many firms use Internet forums, newsgroups, electronic bulletin boards,
and social networks to communicate
Blogs: short for web logs, are web pages that serve as publicly accessible
journals for individuals or organizations may also incorporate a wiki, which is
a Web page that any readers can edit and change
Podcasts: audio or video recordings that are posted to a website and
downloaded to a digital device that can play the file
Promotions on the web
Banner ads are typically small, strip messages placed in high-visibility
areas of frequently visited websites
Pop-up ads are separate windows that appear with an advertising message
Preroll video ads are marketing messages that play before an online video
Widgets are tiny applications that Internet users can copy and add to their
own pages to play music, video, or slide shows
Search marketing is an arrangement by which a firm pays a search engine
—such as Google—a fee to make sure that the firm’s listing appears toward
the top of the search results
Effective E-business Web Presence will:
Broaden customer bases
Provide immediate access to current catalogues
Accept and process orders
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