Digital Business & New Technologies: Marketing, E-commerce Report

This report provides a comprehensive overview of digital marketing and e-commerce, exploring their significance in the modern business landscape. It delves into the importance of digital marketing for customer services and its evolution, highlighting various technologies used in e-commerce, including cloud computing, artificial intelligence, and the Internet of Things. The report examines technology platforms and software utilized in digital marketing, such as social media, email marketing, and marketing automation tools like Mailchimp and HubSpot. It categorizes different types of businesses that leverage digital technology, including B2B, B2C, C2C, and C2B models, and analyzes how digital marketing serves as an effective business tool. Furthermore, the report explores the relationship between digital technologies and both new and established theories on business and management structures, covering business and revenue models like dropshipping and white labeling, emphasizing the evolving impact of digital transformation on business practices.

Digital Business &
New Technologies
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
A) Importance of digital marketing customer’s services.............................................................3
B) Development of digital marketing..........................................................................................3
C) Different types of technologies used in e-commerce and digital marketing..........................4
D) Technology platform and software used in digital marketing................................................4
E) Types of business used digital technology or e-commerce platform......................................5
F) The way it is used as effective business tool...........................................................................5
Relationship between digital technologies and new and old emerging theories on business and
management structure and practices............................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
E- Commerce can be termed as process where products and services are sell through
internet thus customers can easily purchase products while staying at their homes. Now a – day
most of the businesses are making use of digital technology as more and more people are
preferring to shop through online medium. This report includes key information such as
importance of digital marketing, its development, description of e-commerce and types of
business use online medium to sell products. It also covers information related to relationship
between digital technologies and business and management structure.
A) Importance of digital marketing customer’s services
Helps in reaching target customers: Digital marketing is one of the best platforms that help in
reaching large number of people within limited time, cost and efforts. As most of the people are
making use of internet in order to have fun, enjoyment and gain knowledge so digital media is
effective method to create awareness among people about specific products and services of firm
(Petry, 2018).
Able to provide personalised experienced: It is can be stated that digital marketing is also
important as it helps in providing better or personalised experienced to customers. Company can
make use of attractive content and images in order to promote products to target customers as
well as provide them facilities to share their feedbacks. Thus, digital media contribute in
strengthening relationship of company with its key customers that are living across worldwide
and enhancing overall profitability (Importance of Digital Marketing: 6 Reasons Why Digital
Marketing Is Important, 2020).
B) Development of digital marketing
It have been founded that digital marketing terms has first used in 1990 thus it have too
off with development of web 1.0 platform and more use of internet. User can easily find
information through Web1.0 platform but could not able to share information over web. Thus,
most of the people or marketers were unsure about digital platform and the way it will contribute
in share of information among large number of individuals that are living in society. So, the first
time the banner went live in 1993, after that few banner ads were purchased by HotWired for
advertisements. It was a stage of beginning of digital era marketing as there was gradual shift
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from offline to online business (Wißotzki, Sandkuhl and Wichmann, 2020). There are numerous
search engine and tools like look smart and HotBot which further continued with birth of
Google in 1998. Thus, it can be stated that after two years, most of the people are making use of
internet or social sites thus it have contributed in evolution and development of concept of digital
marketing. So, now company can easily market its products and service to wide range of
customers in limited time frame and cost.
C) Different types of technologies used in e-commerce and digital marketing
There are number of technology that has been developed to promote business through online or
use of internet so that company can easily grow and expand its business operation across
worldwide. Cloud, artificial intelligence, bots, voice search and internet of thing are different
types of technologies that are used in digital marketing or e-commerce platform so that better
services can be offered to customers (Sandkuhl and Stirna, 2018).
Use of several technologies
Cloud: It helps in collecting, storing and analysis large amount of information of customers so
that company can formulate effective marketing strategies to pursue them to be part of
organisation for fulfilment of their needs.
Artificial intelligence: These technologies have helped in providing qualitative and personalised
experienced to customers by understanding their relative taste and preferences. Thus, it can
easily segment, target customers on basis of several factors and promote them to be part of firm.
Therefore all these technologies have different use for business that helps in its growth
and expansion or meeting customer’s expectancy (Tesch and Brillinger, 2017).
D) Technology platform and software used in digital marketing
Technology platform are places at which company can build and maintain strong
relationship with customers such as social media, email, content and SEO. Such as most of the
company are making use of different social media platform like Twitter, Instragram and
Facebook to connect and share information with customers. There are some other company that
are hiring talented and skilled employees that can make attractive content, video which could
helps in attracting new individuals. Company also send regular email to target customers so that
they can be aware of offers and various products and services in which firm deals so that they
can take accurate decision (Kotarba, 2018). There are some software which are used in
ecommerce or digital marketing like Mail chimp that have more than 12 million customers and
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claimed to be top email marketing provider in world. HubSpot is marketing solution software
that attracts and influence from visitors to closing customers to retain its preferences with
particular brand.
E) Types of business used digital technology or e-commerce platform
Type of business that make use of E-commerce or digital technology can be classified into three
different segments such as business model, revenue and type of e-commerce website. Such as in
e-commerce business model there are four different models such as B2B, B2C, C2C and C2B.
On the other hand in ecommerce revenue model dropshipping, subscription white and private
labelling and manufacturing or freemium are different business that used digital technologies. On
basis of type of e-commerce website, Individual brand website (single seller), online retailer
(number of sellers) and marketplace (multiple sellers) are types of e-commerce business
(Vovchenko and et.al., 2017).
F) The way it is used as effective business tool
Digital marketing is one of the effective business tools as recently most of the younger
generation make use of internet connection to find best possible method to satisfy their actual
needs. Manager can make use of different tools, software and platform to reach different
customers in same time or low cost and efforts. Digital marketing is innovative and personalised
way to influenced customers thereby it contribute in retaining existing as well as new individual
for longer time frame. Thus, it can be stated that e-commerce and digital media acts an effective
tool for company as it can easily earn more market share and profitability by delivering services
and products beyond expectancy of customers.
Relationship between digital technologies and new and old emerging theories on business
and management structure and practices
Digital technologies are electronic system or devices that are used by businesses and
management to store large amount of data and information that helps company in gaining
competitive advantage. Due to growth and development in technologies and increasing demand
and preference of customers companies are making use of digital media to connect or build
relationship with them (Lederer, Knapp and Schott, 2017). So that enterprise can sustain its
business operations for longer time frame by fulfilling needs of customers in best possible
manner. Business theories are principles that are used to describe competition, organisation
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culture, market and competition. There are number of changes in business model as per
development in digital technologies such as in context of business to consumer social media i.e
old digital technology is used to attract maximum number of individuals to make purchased. But
with development in new digital technology, marketing trends have changed in business model
like content market in order to provide personalised experienced to customers. Content
marketing and email marketing are upcoming or new technology that has made changes and
development in business model and the way customers can be served. Such as before customers
does not have options to sell products to business but with development of digital technology this
model has also evolved in concept. Before print media, advertisement in newspaper were
common method that were used by enterprise to promote business but now social media platform
such as Facebook, instragram and Twitter are used to attract customers. So, with development or
changes in digital technologies business model have been changed.
Business model: This model is used to illustrate the way digital technology have strong
relationship with business theories. As per changes in technologies, models of business have
changed over time such as from B2C to C2C. Therefore, business model can be used to illustrate
the way there is relationship between digital technology and business:
Business to business: Companies are making use of electronic medium to share information
with another business to whom it is selling its products. Thus, digitally products or services are
delivered to other business so that it can attain its objectives.
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Figure 1: B2B
Source: (Understanding the Differences Between B2B and B2C Marketing, 2020)
Business to consumer: It is most common model, as most of the organisation directly sells its
products or services to customers through both offline and online medium. But as innovation in
technologies, companies are directly able to connect with customers thus there is strong
relationship with technology and old and new business theories and management (Osmundsen,
Iden and Bygstad, 2018).
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Figure 2: B2C
(Source: Understanding the Differences Between B2B and B2C Marketing, 2020)
Consumer to consumer: In this model consumer sells its products to another consumers thus
development of digital media have lead in effective exchange of information or they are easily
able to influence other to select particular company products.
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Figure 3: C2C
Source: (Customer to Customer E-commerce and its examples in the real world, 2020)
Consumer to business: Freelancers is best example of consumer to business model, as
individual that have talent can easily offer their services to organisation so that they can earn
profit. Thus, internet, e-commerce platform or digital media have contributed consumer to
deliver services to customers at specific rates so that they can attained their objectives.
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Figure 4: C2B
Source:(Consumer-to-Business (C2B), 2019)
Therefore, it can be stated that there is direct or positive relationship between
technologies and development of different models. As with innovation in technology, model of
business have changed over time.
Revenue model
With introduce of e-commerce platform, business are able to earn or make money
through different sources. In another term, there are drastic changes in model and theories of
business in respect with development in technologies. Some of the examples are stated below:
Dropshipping: Single person sells its products or services on websites which it does not own
nor have created thus they are distributed by third party. It is most successful and lucrative
options that can be used by number of people to distribute or market their products. Thus, growth
and development in technologies has lead to modification or introduce of new business theory
(Bliznets, Kartskhiya and Smirnov, 2018).
Whitelabeling: It includes companies that rebrand products that it have purchased from some
other organisation or manufacture in order to sells to end customers. Thus, digital media have
contributed in changing of labelling and packaging so that it can enjoy huge amount of profit and
market share.
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Rent and loan: Now- a day, people also have choice to rent or loan products through online
platform rather than buying or purchasing products for satisfaction of their respective needs. Like
car rents in B2C model that have contributed in enhancing business operation and delivery of
services to customers in best possible manner.
Therefore, it can be understood from above analysis of revenue model that there is direct
relationship between digital technology and old, new theories of management, business and its
related practices and structure. As method of earning revenue by business has changed as there
are various alternative options through which company can generate huge amount of
profitability.
Management is one of the important process that include several process like planning,
organising, monitoring and controlling operation so that overall goals of firm can be achieved.
There are numerous management theories that are used by manager of firm to coordinate and
cooperate diverse individual to work towards growth and development of organisation
(Wiesböck and Hess, 2018). Such as human relationship, X and Y theory, administrative,
transformational and bureaucratic are some of the management theories that are used to manager
to motivate people to work in specific manner. For example:
Transformational theory: It is management theories that emphasis on adapting new changes
that are happing in external environment of business. Transformation management theories help
manager to easily identify external changes that need to be brought in firm thus digital media
have contributed in effective exchanged of information. Manager can make use of social sites
like facebook or instragram to communicate respective change company is planning to brining in
future circumstances so that it can attained its objectives.
So, from above analysis and discussion it can be stated that there is effective relationship
between technologies and theories. Manager or businesses have to changes its styles, operation
of business as per changes in technologies so that company can gain its competitive advantages
(Vovchenko and et.al., 2017). It also has to make changes in structure and practices of business
so that new technologies can be easily used by number of individual to delivered best services to
end users.
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CONCLUSION
It can be concluded from above report, large number of organisation are moving toward
e-commerce platform as it helps in expanding operation of business in limited time frame.
Company can quickly and easily attract wide range of customers staying in different parts of
country by making use of numerous technologies, method and mediums so that its objectives. At
last, it can be concluded that both new and old theories of business, management practices have
relationship with each others.
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REFERENCES
Book and journals
Bliznets, I. A. Y., Kartskhiya, A. A. and Smirnov, M. G., 2018. Technology Transfer in Digital
Era: Legal Environment. Journal of History Culture and Art Research, 7(1). pp.354-363.
Kotarba, M., 2018. Digital transformation of business models. Foundations of
Management, 10(1), pp.123-142.
Lederer, M., Knapp, J. and Schott, P., 2017, March. The digital future has many names—How
business process management drives the digital transformation. In 2017 6th International
Conference on Industrial Technology and Management (ICITM) (pp. 22-26). IEEE.
Osmundsen, K., Iden, J. and Bygstad, B., 2018, September. Digital Transformation: Drivers,
Success Factors, and Implications. In MCIS (p. 37).
Petry, T., 2018. Digital leadership. In Knowledge Management in Digital Change (pp. 209-218).
Springer, Cham.
Sandkuhl, K. and Stirna, J. eds., 2018. Capability Management in Digital Enterprises (No. 1).
Cham: Springer.
Tesch, J. and Brillinger, A., 2017. The evaluation aspect of digital business model innovation: A
literature review on tools and methodologies.
Vovchenko, N. G and et.al., 2017. Competitive advantages of financial transactions on the basis
of the blockchain technology in digital economy. European Research Studies, 20(3B),
p.193.
Wiesböck, F. and Hess, T., 2018. Understanding the capabilities for digital innovations from a
digital technology perspective (No. 1/2018). Arbeitsbericht.
Wißotzki, M., Sandkuhl, K. and Wichmann, J., 2020. Digital innovation and transformation:
approach and experiences. In Architecting the Digital Transformation (pp. 9-36).
Springer, Cham.
Online
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Importance of Digital Marketing: 6 Reasons Why Digital Marketing Is Important, 2020,
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Customer to Customer E-commerce and its examples in the real world, 2020, [Online]. Available
Through:< https://www.marketing91.com/customer-to-customer-e-commerce/>.
Consumer-to-Business (C2B), 2019, 2020, [Online]. Available Through: <
https://www.indiamart.com/proddetail/consumer-to-business-c2b-21427198648.html>.
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