The difference between e-commerce and

e-marketing
 Electroniccommerce topologies
There are three types of communication
networks used for electronic commerce,
depending on whether the intent is to support
cooperation with a range of stakeholders,
cooperation among employees, or
cooperation with a business partner.
 The Internet is a global network of networks.
Any computer connected to the Internet can
communicate with any server in the system.
Thus, the Internet is well-suited to
communicating with a wide variety of
stakeholders.
Many organizations have realized that Internet technology can
also be used to establish an intra-organizational network that
enables people within the organization to communicate and
cooperate with each other. This so-called intranet is essentially a
fenced-off mini-Internet within an organization. A firewall is
used to restrict access so that people outside the organization
cannot access the intranet. While an intranet may not directly
facilitate cooperation with external stakeholders, its ultimate goal
is to improve an organization’s ability to serve these
stakeholders.
 An extranet is designed to link a buyer and supplier to
facilitate greater coordination of common activities. The
idea of an extranet derives from the notion that each
business has a value chain and the end-point of one firm’s
chain links to the beginning of another’s. Internet
technology can be used to support communication and data
transfer between two value chains. Communication is
confined to the computers linking the two organizations. An
organization can have multiple extranets to link it with
many other organizations, but each extranet is specialized to
support partnership coordination.
 E-Marketing:
 Electronic marketing (e-marketing) is also known as
internet marketing, web marketing and digital marketing on
on-line marketing. It is the process of marketing a product
or service using the internet, e-mail and wireless media.
 Digital marketing techniques include Search Engine
Optimization (SEO), Search Engine Marketing (SEM),
content marketing, e-commerce marketing, social media
marketing, display advertisement, marketing through SMS
and on-hold mobile ring tones, etc.
Types of E-Marketing

1. Article Marketing – Writing articles about products and

services often helps in the process of educating the customers.
2. Affiliate Marketing – It is a kind of referral marketing
where reference of any product will be provided on the other
websites and when the customer buy’s the product based on
the recommendation this website owner with gets
commission.
3. Video Marketing – In this kind of e-marketing, a video will
be shared describing the usage and benefits of the product or
a service. It is often similar to television commercials.
4. Email Marketing – Direct emails are being sent to
potential customers describing benefits of the product or
service.
5. Blogging – Publishing blogs about similar products is
also a very subtle way of marketing some business.
6. Social Media Marketing – This form of marketing
means promoting company’s products and service on
social media handles like Facebook, Twitter and Instagram
– It is cost-effective because these platforms allow
business to create profiles for free.
Types of e-commerce

 Business - to - Business (B2B)

 Business - to - Consumer (B2C)
 Consumer - to - Consumer (C2C)
 Consumer - to - Business (C2B)
 Business - to - Government (B2G)
 Government - to - Business (G2B)
 Government - to - Citizen (G2C)
 M-Commerce (Mobile Commerce)
 Business - to - Business
 A website following the B2B business model
sells its products to an intermediate buyer
who then sells the product to the final
customer. As an example, a wholesaler
places an order from a company's website
and after receiving the consignment, sells the
end product to the final customer who comes
to buy the product at one of its retail outlets.
 Business - to - Consumer
 A website following the B2C business model sells
its products directly to a customer. A customer can
view the products shown on the website. The
customer can choose a product and order the same.
The website will then send a notification to the
business organization via email and the
organization will dispatch the product/goods to the
customer.
 Consumer - to - Consumer
 A website following the C2C business model helps
consumers to sell their assets like residential
property, cars, motorcycles, etc., or rent a room by
publishing their information on the website.
Website may or may not charge the consumer for
its services. Another consumer may opt to buy the
product of the first customer by viewing the
post/advertisement on the website.
 Consumer - to - Business
 In this model, a consumer approaches a website
showing multiple business organizations for a
particular service. The consumer places an estimate
of amount he/she wants to spend for a particular
service. For example, the comparison of interest rates
of personal loan/car loan provided by various banks
via websites. A business organization who fulfills the
consumer's requirement within the specified budget,
approaches the customer and provides its services.
 Business - to - Government
 B2G model is a variant of B2B model. Such
websites are used by governments to trade
and exchange information with various
business organizations. Such websites are
accredited by the government and provide a
medium to businesses to submit application
forms to the government.
 Government - to - Business
 Governments use B2G model websites to
approach business organizations. Such
websites support auctions, tenders, and
application submission functionalities.
 Government - to - Citizen
 Governments use G2C model websites to approach
citizen in general. Such websites support auctions of
vehicles, machinery, or any other material. Such
website also provides services like registration for
birth, marriage or death certificates. The main
objective of G2C websites is to reduce the average
time for fulfilling citizen’s requests for various
government services.
 M-Commerce (Mobile Commerce):
1. M-commerce (mobile commerce) is the buying and selling of
goods and services through wireless technology i.e., handheld
devices such as cellular telephones and personal digital
assistants. Japan is seen as a global leader in m-commerce.
2. As content delivery over wireless devices becomes faster,
more secure and scalable, some believe that m-commerce
will surpass wire line e-commerce as the method of choice
for digital commerce transactions. This may well be true for
the Asia-Pacific where there are more mobile phone users
than there are Internet users.
THANK YOU
FOR YOUR
ATTENTION
Electronic commerce technology
 This chapter will provide you with the
wherewithal to understand the technology
that enables an organization to make this
transformation.
 Internet technology
 Computers can communicate with each other
when they speak a common language or use a
common communication protocol.
Transmission Control Protocol/Internet
Protocol (TCP/IP) is the communication
network protocol used on the Internet. TCP/IP
has two parts. TCP handles the transport of
data, and IP performs routing and addressing.
 Routing

 Routing is the process of determining the

path a message will take from the sending to
the receiving computer.
 Addressability

 Messages can be sent from one computer to

another only when every server on the
Internet is uniquely addressable. An IP
address is a unique 32-bit number consisting
of four groups of decimal numbers in the
range 0 to 255 (e.g., 128.192.73.60). IP
numbers are difficult to recall.
 Humans can more easily remember
addresses like aussie.mgmt.uga.edu. A
Domain Name Server (DNS) converts
aussie.mgmt.uga.edu to the IP address
128.192.73.60. The exponential growth of
the Internet will eventually result in a
shortage of IP addresses.
Electronic commerce infrastructure
 National information infrastructure
 This is the bedrock of electronic commerce because
all traffic must be transmitted by one or more of the
communication networks comprising the national
information infrastructure (NII). The components of
an NII include the TV and radio broadcast
industries, cable TV, telephone networks, cellular
communication systems, computer networks, and the
Internet.
 Message distribution infrastructure
 This layer consists of software for sending
and receiving messages. Its purpose is to
deliver a message from a server to a client.
Messages can be unformatted (e.g., e-mail)
or formatted (e.g., a purchase order).
 Electronic publishing infrastructure
Concerned with content, the Web is a very good
example of this layer. It permits organizations to
publish a full range of text and multimedia. There
are three key elements of the Web:
• A uniform resource locator (URL), which is used to
uniquely identify any server;
• A network protocol;
• A structured markup language, HTML.
 Two common approaches to electronic
publishing are Adobe’s portable document
format (PDF) and HTML. The differences
between HTML and PDF are summarized in
the following Exhibit .
 HTML PDF
A markup language (which means it
marks a portion of text as referring to A page description language
a particular type of information)

PDF files are created using special

HTML files can be created by a wide
software sold by Adobe that is more
variety of software. Most word
expensive than many HTML creator
processors can generate HTML
alternatives
Browser is free Viewer is free
Captures structure Captures structure and layout
Can have links to PDF Can have links to HTML
Reader can change presentation Creator determines presentation
 Business services infrastructure
 The principal purpose of this layer is to support
common business processes. Nearly every
business is concerned with collecting payment
for the goods and services it sells. Thus, the
business services layer supports secure
transmission of credit card numbers by
providing encryption and electronic funds
transfer.
Electronic commerce applications
Consider the case of a book seller with an on-
line catalog. The application is a book catalog;
encryption is used to protect a customer’s credit
card number; the application is written in
HTML; HTTP is the messaging protocol; and
the Internet physically transports messages
between the book seller and customer.
 Security
 Security is an eternal concern for organizations as
they face the dual problem of protecting stored data
and transported messages. Organizations have
always had sensitive data to which they want to
limit access to a few authorized people.
Historically, such data have been stored in
restricted areas or encoded. These methods of
restricting access and encoding are still appropriate.
 Access control
 Data access control , the major method of
controlling access to stored data, often begins with
some form of visitor authentication, though this is
not always the case with the Web because many
organizations are more interested in attracting rather
than restricting visitors to their Web site. The
common techniques for the Internet are account
number, password, and IP address.
 Firewall
A system may often use multiple authentication
methods to control data access, particularly
because hackers are often persistent and ingenious
in their efforts to gain unauthorized access. A
second layer of defense can be a firewall , a
device (e.g., a computer) placed between an
organization’s network and the Internet.
This barrier monitors and controls all traffic
between the Internet and the intranet. Its
purpose is to restrict the access of outsiders to
the intranet.
 Coding
 There is always some chance that people will
circumvent authentication controls and gain
unauthorized access. To counteract this possibility,
Coding can be used to obscure the meaning of
data. The intruder cannot read the data without
knowing the method of encryption and the key for
example (financial reports, sales figures, marketing
strategies, technology reports, and so on).