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eBusiness_eCommerce_1-6_Introduction
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eBusiness & eCommerce ⅙ Introduction Matthieu BRUCKERT 2016
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Transcript of eBusiness_eCommerce_1-6_Introduction
eBusiness & eCommerce
⅙ IntroductionMatthieu BRUCKERT
2016
Who are you?
What are your plans?
Definitions
eBusiness?eCommerce?Web?Marketing?
eBusiness
?
eBusiness
Doing Business using IT
eCommerce
?
eCommerce
The main activity of a Business is Commerce.
Doing commerce using IT
Web
?
Web
World Wide WebHyperText Markup Language running on the internet
Marketing
?
Marketing
Methodology aiming to predict, detect, stimulate, influence… the needs of customers/consumers
A brief history of the INTERNET
1971 (or 1972)
The ARPANET is used to arrange a cannabis sale between students at the Stanford Artificial Intelligence Laboratory and the MIT...
Web 1.0
Traditional mediaone 2 manyCommunication, catalog
Web 1.0
Click & Mortar
2000 IT Bubble
dot-com collapse
old economy is reassured but pure players are here!
Pure Players
Google impact
Creation in 1998The entrance to the www
1 000 000 000 requests/day20% new requests/day
0.25 seconds average answering time
Web 2.0
You are the web!(Dec. 2006)
The blogosphere
FashionBeautyTechnologyTravel…
Web 2.0
Feb. 2005
March 2006
Sept. 2006
Web 2.0
interactionmany 2 many
A new paradigm
communication -> conversationcatalog -> collaborationnotoriety -> influence
A new rythm
1820 Toof data produced / minute
=2 700 000 CD-ROM
One minute on the Web:
Web 3.0?
Web 1.0: HTML pagesWeb 2.0: SocialWeb 3.0: Big Data, IoT,...
The eProcess
The eProcessStrategy
GoalsMeans KPI
Web Ecosystem
Monitoring Content SEO/SEA Measures
The Diagnostic before The Strategy
Good Diagnostic -> Good Strategy
Diagnostic/Monitoring
Diagnostic
Nosce te ipsum…
« Know thyself and thou shall know all the mysteries of the Gods and the Universe »
Pythagoras
Web Search
More than 90% of europeans use Google
Searching before buying
74% of internet users googlize a brand/company
before buying
The entrance to the Web
This is your Home Page
Diagnostic
Diagnostic 1: ME / MY BRAND
Who?Where?What?…
ME / MY BRAND
Who?Where?What?…
Diagnostic 2: MY MARKET
Who?Where?What?…
MY MARKET
Who?Where?What?…
MY MARKET
Competitors?…
Diagnostic 3: THEMES…
eCommerceB2BCRM…
THEMES…
Anti aging cream?
http://mindmeister.com
Diagnostic/Monitoring
Monitoring
A regular Diagnostic to adjust your Strategy
Monitoring
Keywords
RSS
Rich Site Summary
Monitoring
Professional Tools
Goals
eBusiness #1st Goal
?
eBusiness #1st Goal
€, $, £,…
eBusiness Goals
1.€2.fame3.Image4.…
The Goal Theory
By Edwin Locke, 1968
SMART
The Goal Theory: SMART
• Specific• Measurable• Attainable• Relevant• Time-Bound
The Goal Theory: SMART
Examples
• 50% of our turnover online within 3 years
• Decrease churn by 20% in 2 years• Being the 15-25 years old prefered brand in 5 years
• …
The Klout Score
The Klout Score
