Digital Business Management and Emerging Technology

This report explores the use of technology in digital business management and the impact of emerging technology. It covers topics such as e-business models, competitive strategies, digital marketing strategies, traffic data analysis, e-CRM, and cyber security measures.

Digital Business Management
and Emerging Technology

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
E- business model.......................................................................................................................3
Determine competitive strategy along with digital business strategy.........................................4
Identify the digital marketing strategies......................................................................................4
Discussion about traffic data with the help of similar web marketing intelligence platform.....5
E-CRM and Social networking channels....................................................................................5
Cyber security measures.............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCE...................................................................................................................................7

INTRODUCTION
Digital business management refers to a use of technology in management for creating
values in business models, consumer experiences along with internal capabilities that assists in
operating the core function of company. Aim of doing is to rapidly develop and move into new
market as well as uncover and forms partnerships in order to reach out more number of
consumers due to emerging trends (Crittenden and Peterson, 2019). In order to explore all the
things related with the digital technology, cocoa cola company is selected. Which is a American
multinational beverage company and has interest in manufactur8ing, retailing and marketing of
non alcoholic beverage concentrated. Following report covers discussion about E- business
models, competitive strategy along with digital business & marketing strategy. Also it includes
traffic data and e-CRM.
MAIN BODY
E- business model
E- business model is simply refers to an approach that is undertake by company in order
to become profitable business on internet. There are mainly four types of E- business model i.e.
B2C ( business to consumers), B2B ( business to business), C2B ( consumers to business) and
C2C ( consumer to consumers). In context of coca cola, internet made it possibles for them to
build strong relationship with bottling partners even though they are operating as two
independent companies internet make easy to interact with each other. They mainly relies on
creating and marketing their brands along with trademarks, coco cola bottling companies
manufacture and package the finished beverages products and then sell or distribute to retailer
and whole seller. Which tends to B2B business model.
E- business concept- online business is that kind of business or commercial transaction
which comprise sharing of information throughout the internet. Commerce refers to exchanges of
goods and services among business unit. The brand image of coco- cola company is the biggest
strength of company and due to which they have high consumer base as well as the largest
alcoholic beverages company across world (Bly, 2018). They serves more than 1.9 billion of
total 60 billion beverages of all types and that is consumed by every day. This company own,
distributes and sells over 500 non alcoholic beverages brand in over 200 countries. Apart from
this, due to currency fluctuations, their profitability got affected.

Determine competitive strategy along with digital business strategy
Competitive strategy refers to long term plan of a specific company for gaining
competitive advantage over rivalries within same industry. In relevance to this there are primary
four competitive strategy that aids company in gaining competitive advantage and these four
strategies are cost leadership, differentiation, cost focus differentiation focus. In which coco-
cola company mainly uses two strategies i.e. differentiation and low cost strategy.
Differentiation: Coco- cola company mainly focus on differentiation of their product in
beverages industry and comprised portfolio of about 3300 products. For example beverages
heavy several categories like fruit juice, energy drinks, tea coffee etc. so due to this they captured
a large market share.
Low cost strategy: In this prices of product is set according to situation & timeline or
according to competitors price. Also sub brands of company sets different pricing strategy and
their strategy based on other players of market. For example Pepsi impose competitive edge to
coke within industry (Johnsen, 2017). In this consumer compare price and prefer to that product
which have lower rate.
Digital business strategy:
Digital business strategy focus on using new technology for the enhancement of overall
performance of business, whether it means development of product or remaining existing
process. It shows direction to company in order to create new competitive advantage with
technology along with tactics for attaining these changes. Digital business strategy includes
online selling of product, consumer interaction digital marketing and many more. This help
companies to enhance their sales and profitability and gain advantage of competitive world.
Identify the digital marketing strategies
Digital marketing can be defined as a process of promotion in order to reach out potential
consumers with the assistance of internet. It is a wide concept which includes attraction of
consumers vis email, content marketing, search platforms, social media and so many other
platforms (Chaffey, Dchaffey and Smith, 2017). In context of coco-cola, some of their digital
marketing strategies are as - coco-cola companies use digital marketing in many ways, first they
have partnership with various restaurants, move theatres, etc. in order to carry out products.
Search engine options is another digital marketing tool which assist a landing page to
consumers on google SERP by optimization of relevant keywords. This improves the ranking of

company on websites. SEO is a tactics and way to increase measures of website in order to gain
high ranking in search. Keywords for coco-cola are coco-cola, soft drinks, carbonated drink, etc.
this gives results that coco-cola impose efforts in adding image for presenting the relevant
keywords. This implies to a great and excellent digital marketing strategies for influencing more
consumers toward offerings (Heinze and et.al., eds., 2020).
Pay per click is another digital marketing techniques that is used by coco-cola company.
In this they drive traffic to websites. In this advertiser pays a publishers when ad is clicked.
For digital marketing it is vital to stay aware of changing trends the inly companies will
able to update their strategies additionally advancement in technologies makes digital marketers
lives much easier so cocoa cola company need to adopt all emerging technologies for improving
their digital marketing techniques.
Discussion about traffic data with the help of similar web marketing intelligence platform
Consumer traffic refers to a term that is used in business for describing the number f
consumers that enters in store, mall or location. Consumer traffic is vital metric as higher foot
traffic tends to higher sales and revenue number. In which numerous number of techniques are
available for calculating foot traffic. One of techniques is similar web marketing intelligence,
that refers to a solution provider to business unit with insights for any websites or app throughout
all industries (Key, 2017). There are thousand of consumers including Coco-cola, google etc.
that relies on similar web in order to understand track & develop their digital market shares.
With the use of this technology, chosen company will effectively able to understand the strategy
of competitors. But for this they required a expertise in company then only they will able to use
this technology in effective manner.
E-CRM and Social networking channels
E-CRM (electronic consumer relationship management) refers to an application of
internet based technologies like emails, websites, chat room, forums and so many other channels
in order to attain CRM objectives. It is well structured and coordinated process of CRM that
automates process of marketing, sales and consumer services. It build up connection in between
employees and consumers of company through various platforms such as laptop, mobile device,
PCs, desktop etc. an effective e-CRM system track consumer history by multiples number of
channels. Social networking channels refers a platform that is used for promoting about services .
Social media marketing is one of the best digital marketing tool. It includes various platforms in

order to conduct marketing such as Facebook, Twitter, Instagram etc. for which they have a
amazing profile of twitter in order to influence all users of twitter and consumers of beverage.
Additionally they use various tag line “ taste the feeling” with the assistance of celebrities on
TV commercials. Also they have creates so many video also and present on you tube for
grabbing more new consumers (McGruer, 2019). In addition to this they are preset on Google+
and Pinterest also in order to advertise about their products. On Pinterest they have a board like
“be together” “ be active” and so on with the help of social marketing channels they create their
e-CRM with consumers.
Cyber security measures
Cyber security refers to a structure, process, or practices that are designed with the aim of
protecting networks, devices programs and data from attack, unauthorised access or damages. It
tends to a measurements that keep information private and safe from damages. It is applicable on
both hardware and software along with information on internet. In context of Coco-cola they
complies their operation & e-business in ethically manner. E business ethics refers to conduction
of all business under some policies and practices, corporate governance, CSR and fiduciary
responsibilities (Spiller and Tuten, 2019). It is very important to protect all data of company
from hackers. In context of chosen organisation they need to protect their information from
attack in order to compete with competitive market.
CONCLUSION
From above discussed report it has been concluded that it is vital for companies to use
digital marketing tool in order to promote about offering so that they will affectively achieve
goal of enhancement of sales and revenue generation. Also organisation will able to influence n
number of peoples towards their services but for this it is important to use effective digital
marketing strategy as well as to secure all relevant information from hackers or damages.

REFERENCE
Books & Journal
Bly, R. W., 2018. The Digital Marketing Handbook: A Step-by-step Guide to Creating Websites
that Sell. Entrepreneur Press.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Crittenden, V. L. and Peterson, R. A., 2019. Keeping the marketing curriculum current in an era
of digital disruption.
Heinze, A., and et.al., eds., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
McGruer, D., 2019. Dynamic digital marketing: master the world of online and social media
marketing to grow your business. John Wiley & Sons.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education. 41(2). pp.77-90.