For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 1 E-Business Communication

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 2 The Internet as a Communication Medium The Internet is used to communicate to constituencies or audiences both external and internal to the e-business. –External audiences include Customers Stockholders the general public and other specifically targeted audiences.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 3 The Internet as a Communication Medium –Internal audiences can include employees suppliers distributors Integrated marketing communication: Uses a variety of communication technologies to reach organizational goals.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 4 Linear Communication Traditional media often follow a one-to- many communication model where a single promotion, such as a print ad or television commercial, is sent by one source and seen by many without the opportunity for immediate feedback.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 5 Non-Linear Communication Interactivity and hyperlinks allow for a type of two-way communication between the e- business and its audience. Non-linear communication allows for a free flow and exchange of information.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 6 The Communication System COMMUNICATION SYSTEM MESSAGE Media MESSAGE Media SENDER FEEDBACK TARGETED SEGMENT EncodeDecode

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 7 Many-to-Many Model The many-to-many (or one-to-one ) model places the hypermedia in the center of the communication process Hypermedia become a meeting place where anyone can communicate with anyone else. Both firms and customers can obtain and deliver content

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 8 E-Business Communication Platforms (Hypermedia) E-Business Communication Platforms (Hypermedia) Many-to-Many Model Customer Employee Firm Supplier Public Stockholder Distributor

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 9 Typology Of Interactions Consumer-to-consumer (C-to-C) –(Internet based) Business-to-consumer (B-to-C) –(Internet based) Consumer-to-business (C-to-B) –(Internet based) Business-to-Employee (B-to-E) –(Intranet based) Employee -to-Employee (E-to-E) –(Intranet based) Business-to-business (B-to-B) –(Extranet based)

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 10 Table 3.1: E-Business Communication Platforms PlatformIconDescription Web pageAn HTML based information document. Text A text based computer-to-computer messaging system. HTML A HTML based computer-to-computer messaging system designed to look and work like a Web page. HTML based is allowing for the growth of rich media , or the inclusion of multimedia. ChatA chat online involves a number of individuals who leave messages for others to see. These can be placed in a repository or chat room for viewing at later times or could be “live,” with individuals writing to others in real time.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 11 E-Business Communication Platforms PlatformIconDescription Discussion Group (Forum) Allows individuals to add to an initial message with successive messages. Newsgroup users add to a thread, or single conversation by indicating a response to the prior message. Messages are available for others to read and are indented under topic headings: Initial Post First response Second response, etc. Instant Message The process of send messages instantaneously from individual to individual through land line based or wireless devices. Rich Media Rich media refers to the use of Internet technology that adds more than just text, graphics, or sound alone.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 12 Hypermedia Communication Goals A Web site can provide a little or a great depth of information for a site visitor. A single site can be designed for goal- directed users (often buyers) as well as for those who are net surfing and are looking only to experience the site. –The Web site can be designed to allow links to other individuals who share the same interests.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 13 Push and Personalization Hypermedia based promotion allows for personalized messages and sending messages to the individual using push technology. Webcasting allows the user to have information delivered to their "doorway" or browser without requesting or searching for information. Individuals can customize the homepages.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 14 High Involvement Individuals with high involvement for a product or product category are: –likely to see a topic as interesting or important –attend to information more –are more likely to comprehend complex messages –may be willing to spend more time with a Web site. Involvement levels of individuals can be high when they are goal directed, such as attempting to gather information to make a purchase.

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 15 High Involvement Individuals can also have high enduring involvement with products or product categories, and engage in net surfing to obtain high levels of interactivity with sites. –Enduring involvement exists when an individual has a high level interest in a topic over an extended time period.