electronic media buying

8/3/2019 Electronic Media Buying

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Electronic media buying

Presented by:-

Ankur


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Commerce

Commerce refers to all the activities thepurchase and sales of goods or services.

Marketing, sales, payment, fulfillment,customer service


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Electronic Commerce (E-Commerce)

Electronic commerce is doing commercewith the use of computers, networks andcommerce-enabled software (more than

just online shopping)

e commerce is enabling or achieving yourbusiness objectives by using information

technology to enhance or transform yourbusiness processes.


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eCommerce

ecommerce is more then just an onlineshop selling goods. Businesses make

huge savings by more efficient interaction

with their suppliers or buyers. A local pharmacist orders 60% of his supplies from

an overseas pharmaceutical suppliers website andsaves 5% in his purchases - is this ecommerce?

A remote Fiji resort attracts guests from the USA after

several exchanges of email. Is this ecommerce?


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Brief History

1970s: Electronic Funds Transfer (EFT)

Used by the banking industry to exchange accountinformation over secured networks

Late 1970s and early 1980s: Electronic DataInterchange (EDI) for e-commerce withincompanies

Used by businesses to transmit data from one

business to another

1990s: the World Wide Web on the Internetprovides easy-to-use technology for informationpublishing and dissemination

Cheaper to do business (economies of scale)


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Features of E-Commerce

1. Payment - credit card, smart cards, E-money

2. Service availability - business amongenterprises, customers, suppliers andemployees anytime, anywhere.

3. Advertising and marketing-advertisingproducts and services.

4. Sales- Generating orders for the product.

5. Fulfillment Processing the order and delivering

the product.6. Secure Communications-Fast, efficient,

reliable communication with customers andpartners.


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Business-to-Business (B2B)

Business-to-Consumer (B2C)

Consumer-to-Consumer (C2C)

Consumer-to-Business (B2G)

Government-to-Business (G2B) Government-to-Citizen (G2C)

Types of E-Commerce system


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Business-to-Business (B2B)


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Business-to-Consumer (B2C)-


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Consumer-to-Consumer(C2C)-


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Consumer-to-Business (C2B)


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Business-to-Government(B2G)-


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Government-to-Business(G2B)-


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Government-to-Citizen (G2C)-


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Ecommerce infrastructure

Information superhighway infrastructure

Internet, LAN, WAN, routers, etc.

telecom, cable TV, wireless, etc.

Messaging and information distributioninfrastructure

HTML, XML, e-mail, HTTP, etc.

Common business infrastructure

Security, authentication, electronic payment,directories, catalogs, etc.


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What is working?

Travel / Tourism

Retail - items that dont need personal touch -objectivity in product quality and performance

music, books, gifts, Computers, electronic items

Auctions

Real Estate - houses and investment properties.

Customer support services

More efficient and effective processes betweenbusinesses (B 2 B)


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What is not working?

Items which require touch and trial

Luxury goods

Clothes - beyond T shirts

Groceries - it works for some people butmarket is restricted

Note: Many OFF line factors determinesuccess of Online service. Eg. Transportnetwork, customer profiles,


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Objectives?

Why get online?

Promote awareness of your Organization

Sell a product

Customer support

Information and contact page

Networking

Everyone else has a web page


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Plan

What is your product? Electronic, Services or physical

Portable and inexpensive to deliver

Tourism Who is your market?

Overseas Fish buyers

Upper income art collectors

Budget travellers / Up market

Obstacles, Implementation and deadlines.


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Transactions

1. Getting paid online is very difficult in the Pacific. Manybanks will need a large deposit or a strong relationshipto allow a SME to open a merchant / credit cardprocessing account at a bank.

Alternatives include: Bank transfer / wire

Credit Cards Merchant account

Manual / Automated processing Third party processing

paypal.com


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Delivery

Delivering an artifact after online purchase orattracting visitors to an eco tourism resort -managing expectations is essential

People are used to guaranteed delivery but more importantly,communicate reality so expectations are realistic.

E.g. Implement a 2 week guarantee for goods

Ensure online advertisement meets expectations

Use a reliable delivery service (TNT, FedEx)


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Advantages of ElectronicCommerce

Increased sales

Reach narrow market segments ingeographically dispersed locations

Create virtual communities

Decreased costs

Handling of sales inquiries

Providing price quotes

Determining product availability

Being in the space


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Disadvantages of Electronic

Commerce Loss of ability to inspect products fromremote locations

Rapid developing pace of underlyingtechnologies

Difficult to calculate return on investment

Cultural and legal impediments


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The process of e-commerce

1. Attract customers Advertising, marketing

2. Interact with customers

Catalog, negotiation3. Handle and manage orders

Order capture

Payment

Transaction Fulfillment (physical good, service good, digital good)

4. React to customer inquiries Customer service

Order tracking


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Web-based E-commerce

Architecture

Client

Tier 1

Web Server

Tier 3Tier 2 Tier N

ApplicationServer

DatabaseServer

DMS


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Infrastructure for E-commerce

The Internet system of interconnected networks that spans

the globe

routers, TCP/IP, firewalls, networkinfrastructure, network protocols

The World Wide Web (WWW) part of the Internet and allows users to share

information with an easy-to-use interface

Web browsers, web servers, HTTP, HTML

Web architecture

Client/server model


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Cryptography

Keeping secrets

Privacy: interceptor cannot use information

Authentication: senders identity cannot beforged

Integrity: data cannot be altered

Non-repudiation: sender cannot denysending

How to evaluate cryptography

Secret key (symmetric) cryptography;


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Security Schemes

Encryption

Digital Signature

Security Certificates

Fire wall


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Encryption


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Types of encryption:

Symmetric encryption

Asymmetric encryption


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Digital Signatures

Digital signatures are a means of ensuring

authentication of electronic information. A digitalsignature is an electronic signature whoseauthenticity is guaranteed through encryptionand a password.

Private Key- A unique combination known only to thesigner. It is used to encrypt the message.

Message Digest-The encrypted message that is createdwith the help of the

Private key- Acode sent to the receiver separately toenable decryption of the message digest. It is alsoavailable on the web site of the certification Authority.


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Security Certificate

Just as a passport is a universal way toestablish your identity and gain entry toanother country, a digital or security

Certificate provides identification in theelectronic world. Certificate authorities(CAS) are organizations that issue security

certificates.


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Fire wall

The ICSA (International ComputerSociety Association) defines firewall as a system or group of systems that enforces

an access control policy between twocomputer networks.


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Example of electronic media

buying


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E-Commerce: Begin RecordingStep 1 of 9

Begin the E-Commerce test bygoing to the portal

Web page and select

Record > StartRecording,

from the menu.


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E-Commerce: Select An Item To PurchaseStep 2 of 9

Navigate throughthe catalog andselect an item to

purchase. If neededyou can validatetext samples toensure proper

search engine anddatabase output.


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E-Commerce: Add Item to Shopping CartStep 3 of 9

Add an item to theshopping cart


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E-Commerce: LoginStep 4 of 9

and login throughthe authentificationsystem if needed.


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E-Commerce: Validate User InformationStep 5 of 9

You can validate thatthe correct userinformation was

retrieved by firstselecting text

pertaining to theuser. Just click

Record > Validate> Selected > Text.


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E-Commerce: Validate Step In OrderStep 6 of 9

To ensure that theorder is progressingnormally, validate

by highlightingsome text at each

step in the orderingprocess.


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E-Commerce: Enter Payment InformationStep 7 of 9

When you reachthe payment

section of the order,enter synthetic

paymentinformation (to

avoid transaction

charges).


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E-Commerce: Validate FeedbackStep 8 of 9

Validate the orderby selecting and

validating feedbackthat indicates asuccessful order.


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E-Commerce: Enter Payment InformationStep 9 of 9

When you arefinished testing your

E-Commerce portal,select Record >Stop Recording.

You tested thisportal successfully.

electronic media buying

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