To maximize the customer experience, Turban et al. (2018) have drawn the example that the recent development where the world has been more comfortable with online shopping. However, as an internet retailer, businesses have disadvantages such that no one can physically investigate the products. This emptiness can be filled up with detailed product descriptions and more bullet points that detail the specifications at once.
According to Grbovic et al. (2015) establishing brand identity is another strategy to create e-commerce presence that affects organizational outcomes and processes. This includes colour scheme and logo to a language used and complete website design. Next trust is needed to be built. Here, individuals never provide credit card information to people that never had confidence in. Then, there is enabling of searchability. Irrespective of the reason people visit ecommerce site to browse or search for something, one must do anything to hunt a simple process. Further, the businesses must be mobile-friendly. Online shopping not only takes place in computers.
Hence they must assure that every customer must have a straight-forward experience. Then there must be optimising of the checkout process. The organizations must not let their potential customer fill up their shopping carts to stop because of confusion and complexities. They must check various steps clear by the help of a progress indicator and help customers to navigate forward or backward during this process. Again they must design every information forms keeping simplicity in track. They must ask for needed information and make various errors in entry understandable. They must move go above and beyond. Here, people have remembered different quality service. In this businesses must be investing in hardcore customer service, offering a same-day shipping option having free shipping, providing an essential gift wrapping and communicating with more personality and high professionalism mitigating legal, ethical, social and cultural issues.
Further, Wang, Li and Chau (2018) mentioned that the first step writing e-business plan has been to decide what type of experience has been needed by their online customers. Business must think about their current state along with their future situations. The e-commerce plans begin with website goals, and they must find out the targeted customers, their necessities and the ways they can buy the products from the site. Those primary questions asked and answered early must determine how much money and tome is needed to maintain and develop the online presence. Secondly, they must decide what services of products have been offered, how they display and position them and provide both offline and online purchasing and handle returns and shipping. Moreover, they must not overlook the necessities of customers to reach those live persons. As they decide to sell online, they require shopping cart components. These indicate the meanings of handling processing of credit card and order the organized fulfilment process. At last, they must create any fantastic website. Their people must not assume that they must find their won. As business needs to develop a constant flow of traffic to their site, it has been essential to plan and maintain the multifaceted and ongoing promotional strategy that is carefully targeted to the users.
In the current age, online shopping is found to be a popular medium making about 10% of the sales at any country. Here, e-commerce has been very popular per year. Further, small businesses have been unable to afford to moss opportunities in capturing sales and customers who are there to run online stores. As analyzed by Antwi, Hamza and Bavoh (2015), there are different strategies. First of all, there are stores that are every time open for doing business. Further, there is no limit of opening hours and the consumers across the world are able to access the sites at their convenience. Moreover, they are able to purchase with help of eCommerce and payment systems. Further there is reduction in the overhead expenses. Here the website launching has needed huge investments over time. The reason is that they have never needed to pay for various utilities, staffs and rents. Apart from this there have been expanded reach for the international and national audiences. Different services online have never experiences those restrictions and they are unable to move towards the audiences.
Apart from this there are various scopes of marketing identified in the effect analysis of Yang et al. (2016). Besides, placing the advertisements in different magazines and newspapers, the sites has been automatically indexed and ranked through various search engines. Asw the quality, content and navigation of the sites have been active, the search engines revealed that the best business result in pages. Thus, apart from doing investment on time and energy for smart services, the services are automatically performed without any cost to the business owners. Apart from it has needed more intuition has it has come to the habits and necessities of various customers. Performing tasks online has helped business to profile consumer on the basis of patterns, regions and keywords and many more. These targeted particular group has been interested in those services and providing secure, simple checkouts with various security of eCommerce and payment systems.
Like other technologies, online payment systems have not been devoid of issues. Nguyen and Huynh (2018) stated that it is a fact that shopping through Internet has been highly popular since it is easy and affordable. Thus, it should also be kept in mind that it never denoted that eCommerce does not comprise of any shortcoming and flaw. Moreover, there are various challenges that are been faced by same kind of companies as the business is done over Internet. Since, e-commerce security and payment has been protecting against frauds and threats, there have been different security breaches existing there. Moreover, there have been various challenges regarding online payments that are been related to shopping at online. All of these have been faults of credit cards, charging backs and turning open towards the business. Thus opening of any store over the internet has been very much needed. Today’s customers have been expecting to shop from their mobile phones and computers at any time period of the day. Apart from this, they have also hoped to able to use different payment cards in safe and easy to use process of checkouts. In this way, eCommerce security and payment systems have been functioning seamlessly with the necessities to provide customers with satisfying experience to shop.
Any good business plan related to e-commerce must cover business and personal aims. Sila (2015) has compared and explained various types of e-business infrastructure technologies. This indicates business mission and value that is asked to provide. Then there is an identification of business objectives that are needed to be achieved and business model that denotes how one must gain those aims. Then there is a tactical deployment where people need to meet those goals and marketing goals and requirements. This indicates who must do this and in what way. Further, there is logistics and fulfilment that manages inventory and getting to those customers. Then there is financial payments and management that includes security management. Next, it covers social media where strategies are used to connect with customers. Then there is technology and platform that determined what requirements does the business need to gain those above goals. Further, there is mobile commerce and management with management.
According to Mangiaracina et al. (2015), the strategy tasks includes assuring organizations know the market. This is the best check in with the targeted customers around the start-up processes ensuing that the strategy ensures the value that is provided. Then omni and a multi channel are needed to be considered that denotes what has been vital for customers including physical presence. Then proper experience must be integrated where customers have felt that they have been dealing with the business such that every avenue must make final sale must be combined from that view-point. To deal with that business must consider contents like creating that and keeping that up-to-dated. Then there is inventory and pricing where fresh inventories and regular must be made. Then the logistics must be considered where products must be received for customers along with support and service where customers can help from. Then there are refund and payment returns that denote what has been the policy and security that indicates how one can manage credit card and security of payment. Then the businesses can develop an easy-to-purchase method. This can be done by minimizing the concerns and clicks of their customers. Then, the localization requirements must consider where multi-currencies and language requirements.
The customer relationship personalization and management are needed to be considered that denotes one can get and stay connected to the customers. Then they must assure what is selected at scalable solution and platform. This indicates whether the technology has been growing with the growth of a business. Then they must ensure that they have their team in place or the support from families, partners, associates and vendors are present. Next, the marketing requirements and campaigns are needed to be considered that markets business. Thus the technical skills are demonstrated by Nica (2015). These are to be integrated into logistics, suppliers and external systems. This includes what efficiencies are required to assure that the company is focused on rising in business and never spent time in it on the daily tasks.
Strauss and Frost (2016) identified various digital commerce marketing and strategies of advertisings. In the article, the fist point mentioned is the “web-site” itself. It is the primary tool that establishes the initial relationship with customers. The Website is a significant tool to create the initial contact with customers. The search engine marketing and advertising allow companies to pay various search engines to include the index of a search engine. It makes receiving the guarantee that the company appears in results of different relevant searches. The advertising must be displayed the key promotional messages that various users responds through clicking over banner following the link to product offering and different description. The posting of advertising includes rich media, sponsorships, video advertisements and banner ads. The e-mail marketing has been sent as an e-mail directly to various kinds of interested users and this has proved to be most effective type as per as market communications is concerned.
The lead generation marketing utilizes various presences to e-commerce for generating leads regarding business that can be contacted or converted to customers. The affiliating of marketing includes the firm putting their banner or logo advertisement to Website of other firms. Here, the users of that site are able to click through that important affiliated site from here. Next, the viral marketing is considered. This has been a social marketing involving the customers to pass alongside marketing message of customers to colleagues, families and friends. The social advertising and marketing include the use of a social graph for communicating image images and promote sales of services and products through the social graph. Further, multi-channel marketing assimilating online and offline marketing efforts are most effective ones according to Chaffey (2015). Though e-commerce projects have been highly depending on various communications, the marketing of communications has been most successful in driving traffic that has included offline and online tactics. Then there are techniques of customer retention including customer service, customer co-production, customization, internet-based advertising, one-to-one marketing and personalization. Examples of this include response systems, intelligent agents, live chats, FAQs and CRMs.
Further strategies of online pricing involve various services and products regarding dynamic pricing, versioning and free availability. As the organizations understand that they without knowing what they must do for ecommerce marketing having plenty of ideas. The business must remember that the first thing they need is to get started. One might-have lot of items on their to-do lists. However, Wang Cavusoglu and Deng (2016) has pointed out that marketing has been what people have been getting to their generated sales and ecommerce stores. It can be avoided as the success and depend upon it. The marketing of e-commerce has been taking little time to get conquered. The above articles are useful to recognize potential channels, a better understanding of terms that are related to the marketing of e-commerce and undertake actionable steps. This creates a viable strategy for a business. As an entrepreneur, a company is liable to develop digital products. They must also get people to buy them. They must assure that one must feel frustrated while business undergoes through times without making sales. However, that indicates that one need to redouble the efforts and seek various other e-commerce strategies of marketing for dominating.
References:
Chaffey, D. (2015). Digital business and E-commerce management. Pearson Education Limited.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor’s Review Copy. Routledge.
Wang, S., Cavusoglu, H., & Deng, Z. (2016). Early mover advantage in e-commerce platforms with low entry barriers: The role of customer relationship management capabilities. Information & Management, 53(2), 197-206.
Mangiaracina, R., Marchet, G., Perotti, S., & Tumino, A. (2015). A review of the environmental implications of B2C e-commerce: a logistics perspective. International Journal of Physical Distribution & Logistics Management, 45(6), 565-591.
Nica, E. (2015). Satisfaction and trust in e-Commerce. Psychosociological Issues in Human Resource Management, 3(1), 107-112.
Sila, I. (2015). The state of empirical research on the adoption and diffusion of business-to-business e-commerce. International Journal of Electronic Business, 12(3), 258-301.
Antwi, S. K., Hamza, K., & Bavoh, S. W. (2015). Examining the effectiveness of electronic payment system in Ghana: the case of e-ZWICH in the Tamale metropolis. Research Journal of Finance and Accounting, 6(2), 163-177.
Nguyen, T. D., & Huynh, P. A. (2018, January). The Roles of Perceived Risk and Trust on E–Payment Adoption. In International Econometric Conference of Vietnam (pp. 926-940). Springer, Cham.
Yang, B., Yang, K., Zhang, Z., Qin, Y., & Feng, D. (2016). AEP-M: Practical Anonymous E-Payment for Mobile Devices using ARM TrustZone and Divisible E-Cash (Full Version). IACR Cryptology ePrint Archive, 2016, 494.
Grbovic, M., Radosavljevic, V., Djuric, N., Bhamidipati, N., Savla, J., Bhagwan, V., & Sharp, D. (2015, August). E-commerce in your inbox: Product recommendations at scale. In Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 1809-1818). ACM.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Business-to-Business E-Commerce. In Electronic Commerce 2018 (pp. 123-166). Springer, Cham.
Wang, M., Li, X., & Chau, P. Y. (2018). Leveraging Image-Processing Techniques in E-Commerce Empirical Studies: An Example of Product Photo’s Impact on Online Click-Through.
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