Assessment 1: Digital Business Report for Ignite Visibility

This report provides a comprehensive analysis of digital business practices, focusing on the case of Ignite Visibility, a digital marketing agency. The report begins with an overview of digital business, outlining its advantages such as data storage, increased productivity, efficient resource management, improved customer experience, and profit maximization, while also addressing disadvantages like security concerns, external business environment challenges, the need for employee training, time consumption, reliance on consumer feedback, and heightened competition. The report then delves into the digital business models employed by Ignite Visibility, particularly focusing on cyber security measures like data encryption, mirroring, secure hardware, employee training, and software updates. Furthermore, it examines the impact of collaborative relationships and strategic alliances facilitated by digital technology, and concludes with an analysis of the e-commerce principles that Ignite Visibility utilizes to serve its clients and achieve its organizational objectives. Overall, the report highlights the critical aspects of digital business, illustrating the strategies and challenges faced by companies in this rapidly evolving landscape.

ASSESSMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Overview of digital business with advantages and disadvantages in Ignite Visibilities.............3
TASK 2............................................................................................................................................6
Determine new and emerging digital business model of business issues as cyber security and
ethics that Ignite Visibility uses..................................................................................................6
TASK 3 ...........................................................................................................................................7
Determine impact of new collaborative relationships and strategic alliances through digital
technology in Ignite Visibility....................................................................................................7
TASK 4 .........................................................................................................................................10
Determine e-commerce principles used by Ignite visibility.....................................................10
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13
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INTRODUCTION
Digital business involves business which uses digital technology for sales of product and
services. Digital technology is an emerging platform which connects large number of customer
segment with just a click. Digital technology uses the concept of going paperless where business
transaction are made through internet platforms. Ignite visibility is an organisation based out of
UK founded by John Lincoln, it is a leading digital marketing agency dealing in search engine
optimisation, paid media and other social media and email marketing (Aagaard, Aagaard and
Harrison, 2019). This report cover the issues of digital business, advantages and disadvantages of
digital business, digital business models, relationships through digital technology and e-
commerce principles.
TASK 1
Overview of digital business with advantages and disadvantages in Ignite Visibilities
In simple words, digital business involves trading over internet. Digital business involves
creating business value via internet platforms to function business operations. With growing
technological advanced era, where people are indulged in daily transaction digitally. Digital
business helps to establish market growth and customer base at short span of time. Digital
platforms uses existing technologies in promote effective trading with business and customers.
Digital business promotes global trading and acquire large market share. Ignite Visibility
provides services of rendering marketing solutions to its its clients, these marketing solutions
includes search engine optimisation, social media, inbound marketing, interactive campaigns,
conversion rate optimisation. Ignite Visibility provides these services using internet platforms to
serve its client to achieve organisational objectives (Broekhuizen and et.al., 2020). Some
advantages and disadvantages of digital business are been discussed as :
Advantages
Data storage
The most important advantage of digital business involves storage of data. Storing data
physically consumer huge cost and efforts. Physical data storage also requires maintenance and
security of theft and fire. Ignite visibility stores data using cloud based software. Storing data
digitally will not only reduce the cost but it is the most efficient way of data storage and
maintenance. For storing big data, different companies trades with cloud service providers for
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data storage. Cloud base technology is an emerging technology which stores data via internet
platforms.
Productivity
While dealing in digital business Ignite visibility increases its productivity by using
artificial intelligence and augmented reality which helps to serve client effectively. It increases
the productivity of the business functions (Coyle, 2017). While traditional methods involved
consuming time, effort and cost to performs different business activities. Using technological
advancement equipment brings efficiency in business performance. It helps performs business
function effectively and accurately with limited time period.
Resource management
The major advantage of digital business is easy resource management over internet
platforms. Ignite visibility Digital business helps in resource management by using informations
and other resources accumulated into one place. It does not require development of different
software and hardware systems to store information and business resources.
Customer experience
It renders better consumer experience as it gives different variety of consumer choices to
customer like low prices easy different variety of products and services, limited time of delivery,
easy business transactions. Thus, digital business helps to improve customer experience which
develops strong customer base and business growth. Ignite uses PaaS and IaaS to serve its clients
and improving better consumer experience.
Profit maximisation
By transforming business into digital business it helps to increase business profit and
efficient. Digital business simply helps to strengthen customer base and market share. Ignite
visibility connects and communicates to large number of clients at different location with
universal marketing services in limited period of time, it helps in developing market goodwill
and profitability (Dornberger, 2018). Profit maximisation is the important objective of any
business Ignite Visibility adopts current market technology to achieve productivity and
efficiency for accomplishing organisational objectives.
Disadvantage
Security
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Security are the major issue faced while trading in digital business. People with malicious
content can hack the business systems which can loose important data and information business.
It negatively impacts stakeholder relationship and spoils the goodwill of company in the market.
Ignite visibility maintains security measures like firewall, antivirus protection, data backups etc.
to secure its data from external threats (Gray, 2019).
External business environment
Digital business are not effective to formulate strategic plans and decisions. The external
business environment factors involves economic, political or change in market demand can spoil
the organisational objectives. The drawback faced by Ignite Visibility external business
environment challenges, as in certain cases it becomes difficult to analyse the effectiveness of
adopted technology. Digital business adapts to current technological changes to meet the market
demand but remains effective at the time of changes in the business environment.
Training and skills
It is important that employees in an organisation have complete and right information of
technology, due to the incomplete knowledge about the adopted technology can result in
inefficiencies. To overcome this situation, Ignite Visibility trains employees to result in effective
use adopting and use of technology (Jabłoński and Jabłoński, 2020).
Time consuming
Adopting new technologies in accordance to current market demand consumes lot of
time, as it takes time for learning new technology and implementing it in the workplace,
meanwhile, the adopted technology can turn ineffective according to the organisational
objectives.
Consumer feedbacks and reviews
For conducting digital business, reviews and consumer feedbacks emphasis a lot of
importance for developing strong consumer base. Where negative comments by few consumer
can spoil the customer base of the company. Moreover it spoils the brand image and reputation
of the company.
High competition
As digital technology helps to increase in the customer worldwide with the increase in
customer base, it increases the competition in the market. High competition over world wide can
result in business failure and results in business inefficiencies for adopting to external business
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challenges. To deal with high competition in the market, Ignite Visibility makes implementation
of strategic planning and long term decision for effective market offerings and continuous
improvement in the services of the company to attain competitive advantage and business
success (Kozar, Vasiljević and Radivojević, 2017).
TASK 2
Determine new and emerging digital business model of business issues as cyber security and
ethics that Ignite Visibility uses
Business over internet brings increases the issues of security and threat to business data.
Digital issues arises due the the the authentic access by different users which spoils bushiness
objectives and goals. People with malicious intent hack the system of the organisation and steal
the data. With the increased use of technology, digital issues are also increasing at a large pace.
Two such major digital issues are cyber security and online ethics. Cyber security is termed by
the risk of threat to private data of the organisation, whereas online ethics involves taking
measures to protect the data and information of the organisation from various malicious threats.
As Ignite visibility deals rendering marketing solution to its clients via internet platforms, it uses
different business models to protect its data from different cyber threats (Leischnig and et.al.,
2017). These business models used by Ignite visibilities are been discussed below:
Encrypt and back up data
Ignite visibility uses encryption and data backup helps in protecting data from harmful
external cyber attacks. Backup involves to keep a copy of original data if in case of cyber attacks
the company can save original data. Encryption is a process where the original data is been
encoded so that the data can only be read and decoded by certain. It helps to save the data from
cyber attacks as even if data is stolen, is will be not easily read or decoded by the hacker.
Mirroring
Mirroring is a process which involves coping original data and keeping copies of the data
to recover the data in case of cyber attacks. Ignite visibility uses mirroring to protect the data and
speedy recovering the data from hackers.
Secure hardware
Securing hardware it the important element to save the data from different cyber attack,
Ignite Visibility ensures hardware security by setting strong and complicated passwords in
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hardware systems and other hardware security measures to protect the sensitive data from
different cyber attacks.
Workplace culture
Ignite Visibility renders training and education to employees to develop a secure working
culture. To prevent data breaches, adequate training and eduction is been rendered to thy
employees to educate them from the different cyber attacks threats to and different measures to
maintain data security. Employees are been told to are been are told to set complex password and
employees are not allowed to carry mobile phones in work premises of Ignite Visibility to
maintain privacy concerns. Computer systems are been embedded with data security software
and employees in Ignite Visibility are not allowed to use personal devices for work to prevent
from the threat from different cyber attacks (Luz Martín‐Peña, Díaz‐Garrido and Sánchez‐López,
2018).
Update program
Managers in Ignite Visibility updates the computer system to at regular basis to fix bug
and threats into the computer systems. Ignite visibility updates the systems and software for to
analyse the threats in the programming software which helps to ensure data security.
Secure security software
Security software involves installing firewalls, anti-virus software to prevent harmful
threats, it helps to detecting viruses. In today's world where everything is done using
smartphones, the use of malicious users and threat on organizational contingency because of
them have significantly increased. In order to subdue the threats arising due to the same, the
organization can have backups for their data. The data can be stored in an offline system where
such malicious users can not access or manipulate data in any way whatsoever.
TASK 3
Determine impact of new collaborative relationships and strategic alliances through digital
technology in Ignite Visibility
Collaborative relationship and strategic alliances refers to legal agreement between two
different companies sharing common objectives. These agreements helps to accomplish new
efficiencies and helps to deals market uncertainties (Reis and et.al., 2018). It involves
coordination and collaboration of alliance partners for accomplishing inter organisational
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objectives. Alliance partners forms the relationship by fulfilling legal and social obligations.
Strategic alliance helps to coordinate efforts to achieve organisational objectives and goals. It
brings efficiency in business activities by acquiring large market share and strong customer base.
Strategic alliance through digital technologies are an emerging platforms which many business
uses these days. Ignite visibility can form strategic alliance and collaborative relationship
through digital platforms from different companies to achieve organisational objectives (Ross,
Beath and Mocker, 2019). As Ignite Visibility renders services of digital marketing solution to its
clients. To store in formation and data of different clients, it requires big data storage to collect
and store information. To store information via digital platforms, ignite can use virtual cloud
storage platforms over internet to store data of its clients. Other different strategic alliance
involves joint ventures, cartels, licensing, franchising and other which helps to share
organisational objectives. The impact of strategic alliances can either positively or negatively
impact business function. The positive and negative impacts of collaborative relationship and
strategic alliances are stated below:
Positive impacts
Market seeking
It involves capturing large share of consumer segment. Collaborative relations and
strategic alliance helps to connect and communicate to market segment over digital platforms.
Ignite Visibility acquires large share of market segment with collaborative relationship with
alliance partners by rendering quality services using digital platforms which reaches large market
section with just limited period of time.
Adoption of new technologies
Adoption of new technologies in accordance of the current market demand helps to
achieve efficiencies in business functions. New technologies which involves cloud based
services to store information and distribute information. It reduces the efforts of maintaining
physical units to store data (Sathananthan and et.al., 2017). Ignite Visibility uses new
technologies to like cloud software, artificial intelligence with strategic alliance which save the
cost in acquiring and adopting current technologies and meet the current market demand.
Negative impact
Security
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Strategic alliances and collaborative relationship with different companies over internet
increase the risk of cyber security an threat to the business. Hacker with malicious intent can
release virus and hack the system of the company. It may lead the company to losses and crash
the organisational objectives. Thus, while trading over digital platforms an organisation should
ensure privacy to ensure smooth business functioning.
External business factors
Strategic alliance and collaborative relationships helps to accumulate business objective
to achieve efficiencies and productivity in business function but changes external business
environment factors like legal factors, economic or other environmental factors may lead to
business failures. Business may become ineffective to implement flexible changes in accordance
to changes in the business environment (Schallmo and Williams, 2018).
Damage of goodwill
Strategic alliance and collaborative relationship can damage the goodwill of organisation.
Where one company has strong goodwill and other company does not have. Strategic partner
might also act unfaithful to the company which can destroy the goodwill of the company in the
market.
Conflicts
Strategic alliances and collaborative relationship causes conflicts among the partners, it
crashes the objectives and understandings between the companies. In situation of future
uncertainties, where critical thinking and decisions making can result in difference in opinions.
Cultural barriers
Strategic alliance may cause cultural conflicts as different people have different way of
doing business which may result difficulty in communicating organisational goals and objectives
to partners. Ignite Visibility might face cultural barriers and differences with different alliance
partners which can negatively impact the reputation of the company in the market. (Singh and
Hess, 2017).
Loss of autonomy
Business looses its interdependency of taking actions. Businesses have to depend on its
alliance partner to take corrective actions and decisions. All the decisions are taken collectively
with the consent of its partners. It involves sharing of objectives and profit to to conduct business
functioning.
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Lack of trust
At the time of business failures partner will point out each other for result, blaming
partners will result to clash of objectives and causes lack of trust. Trusting alliance partner is
crucial for successful strategic alliance.
TASK 4
Determine e-commerce principles used by Ignite visibility
E-commerce involves purchase and sales of products and services over internet. Where
each of the business transaction like transferring funds, information, communication all these are
addressed digitally. Business does not need to communicate physically to the customers, they
provide online where business interact with the target customers and details out their services
through online channels. Ignite visibility is an organisation offering digital marketing services to
clients. Different e-commerce principles used by Ignite Visibility are stated below:
User Friendly
User friendly is the major objective of e-commerce organisation, where user friendly
refers to customer friendly experience. When customer login to online web portal it should be
easy to understand and navigate. Ignite visibility uses user friendly technologies to its clients, so
that it becomes easy to access by different users (Stolyarov and et.al., 2019).
Target audience
Segmenting the target customers is an important element for any business to achieve
organisational objectives. After segmenting target customer the business should formulate the
market offering. Ignite visibility design website by segmenting target customers and analysing
the need to serve them with better user experience. Needs and wants of the target customers re
been analysed by understanding what the customer are been browsing over the internet.
Segmenting target customer helps to develop user friendly experience which build strengthen
customer bas and generates revenue to the organisation (Urbach and Röglinger, 2019).
Security
While customers deals in e-commerce websites they look for secure platform to save
themselves from any malicious content. Ignite visibility uses different technologies for
promoting user data security to build user reliability among the clients. Different technologies
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used by the company includes data encryption, data masking, data erasure to protect the and
store the data of its clients.
Branding
Branding is technique to build organisational goodwill and brand image in the market. It
helps to gain competitive advantage and strong market position in the market. Ignite visibility
uses branding in using colour of font, images, call to actions buttons which establishes brand
image in the minds of customers (van Tulder, Verbeke and Piscitello, 2019).
Product description
Product description is an element of e-commerce principle while customers surfs through
online platforms. Ignite visibility describes the uses and limitation of each digital technology
services rendered by the company. Product description helps to detail the product and services of
the company which becomes easy for the customers to sought the right service they are looking
for.
Search column
Adding search column in online web portals helps to find out the exact product customer
are searching, as looking at each product and services offered by company is a long process
which sometime looses interest of customers. Ignite visibility adds search columns fro better user
experience which in long run strengthens customer base.
Technology
Some companies uses heavy coding which break downs efficiency of portals and slow
down the speed of website. Customers are never willing to spend huge time and efforts for
loading a single site, in such cases they often switches to competitor brands, so it is crucial to
adopt responsive technology in website. Ignite visibility uses technology which are highly
responsive and minimises the uses of heavy coding, large sized files for improving user
experience (Weill and Woerner, 2018).
Unique design elements
It is one of the factor which helps distinguish and stand out the services which are
rendered by company in the market. The innovative and creative components helps to attract
customers and makes brand impression in the minds of the customers. Ignite Visibility offers
unique user interface for the purpose of capturing clients attention. It uses bold images and texts
to develop attractive user interface.
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Call to action
Call to actions are the buttons which caters the exact needs and wants of the target
customers. For example- install now, get instant discouts, these buttons trigger customers to by
take services offered by company. Ignite visibility uses such call to action buttons by using
vibrant colours which are easily noticeable and triggers client to take services of the company.
CONCLUSION
Digital media involves sales and purchase of goods and services over internet or simply
business over interns. Digital business is an emerging platforms of taking business over internet.
Digital business serves huge benefits including saving the cost, time, effort and building the
efficiency and productivity in business functions. Digital business serves to communicate and
connect to large number of customer with just a click resulting to increase in profitability and
acquiring large customer base. Digital business uses advanced business technologies to
accomplish to current demand. Advanced technologies involves us of cloud computing, artificial
intelligence, augmented reality an other technologies.
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REFERENCES
Books and journals
Aagaard, Aagaard and Harrison, 2019. Digital Business Models. Cham: Springer International
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Broekhuizen, T. L.and et.al., 2020. Introduction to the special issue–Digital business models: A
multi-disciplinary and multi-stakeholder perspective.
Coyle, D., 2017. Precarious and productive work in the digital economy. National institute
economic review. 240(1). pp.R5-R14.
Dornberger, R. ed., 2018. Business information systems and technology 4.0: New trends in the
age of digital change (Vol. 141). Springer.
Gray, D. E., 2019. Doing research in the business world. Sage.
Jabłoński, A. and Jabłoński, M., 2020. Social Business Models in the Digital Economy. Palgrave
Macmillan.
Kozar, A., Vasiljević, D. and Radivojević, M., 2017. Transformation of digital business by
applying benchmarking. International Journal in IT & Engineering. 5(8). pp.6-16.
Leischnig, A. and et.al., 2017. From digital business strategy to market performance: insights
into key concepts and processes.
Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic
Change. 27(2). pp.91-99.
Reis, J. and et.al., 2018, March. Digital transformation: a literature review and guidelines for
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Ross, J. W., Beath, C. M. and Mocker, M., 2019. Designed for digital: How to architect your
business for sustained success. Mit Press.
Sathananthan, S., and et.al., 2017, November. Realizing digital transformation through a digital
business model design process. In 2017 Internet of Things Business Models, Users, and
Networks (pp. 1-8). IEEE.
Schallmo, D. R. and Williams, C. A., 2018. History of digital transformation. In Digital
Transformation Now! (pp. 3-8). Springer, Cham.
Singh, A. and Hess, T., 2017. How Chief Digital Officers promote the digital transformation of
their companies. MIS Quarterly Executive. 16(1).
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and new decision-making logic. In Institute of Scientific Communications
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Urbach, N. and Röglinger, M., 2019. Introduction to digitalization cases: how organizations
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Cham.
van Tulder, R., Verbeke, A. and Piscitello, L. eds., 2019. International business in the
information and digital age. Emerald Publishing Limited.
Weill, P. and Woerner, S. L., 2018. Is your company ready for a digital future?. MIT Sloan
Management Review. 59(2). pp.21-25.
Wiesböck, F. and Hess, T., 2020. Digital innovations. Electronic Markets. 30(1). pp.75-86.
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Yablonsky, S., 2018. A multidimensional framework for digital platform innovation and
management: from business to technological platforms. Systems Research and
Behavioral Science. 35(4). pp.485-501.
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