Business Categories in Modern

Economy
 Bricks & Mortar
• Business that has a physical in the real world.
• Represents the “old” or “traditional economy”.
• Advantages ???
• Since considerable importance to personal
service, social interaction and shopping as a
leisure pursuit this category has a bright
future.
• Works in contrast to the argument that if you
are not online you would disappear in three to
four years.
 Clicks and Mortar
• Bricks to Clicks
• Describe organisations that formerly operated
in the physical world and have begun
establishing a presence on the internet.
• Bricks and Mortar companies were cautious
when it came to adopting an online presence.
• Lack of an IT champion at board level
 Pure players
• ‘Clicks only‘
• Businesses that operate totally on the internet
with no physical or conventional attributes in
the strictest sense (though physical offices and
other administrative assets must exist).
 Clicks and content
• Describes an internet operation designed to
support a business with quality content which
assist repeat site visits and stickiness for
future growth and viability.
• Licensing or selling content to other sites has
become a significant revenue stream for
content providers.
• Many sites buy in feature articles or columns
from eminent sources.
 lntegrating the e-business to existing
business model
• Web was designed by its inventor Tim Berners
Lee as a social creation.
• It was designed for social effect to help people
work together.
• Buyer behaviour may differ online from offline
and companies may structure differently.
Evolution of Online Marketing
Online Marketing Mix-Product
Contd…….
 Price
• Online merchant has to struggle with his/her
pricing strategies like any offline business.
• Factors to be taken consideration
• Knowledge of the competition
• Whether the site combines premium products
with 'clearance pages to heavily' discount
discontinued product lines.
• the customers propensity to spend and the
value they place upon the product or service
 Contd…….
• Organizations have to become more conscious
of the power of price comparison websites
• Uswitch.com
• With the objective of providing consumers
with the best deals on utilities such as gas,
electricity and water.
• Internet has also introduced the process of
dynamic pricing.
 PIace
• For some it’s a revenue stream
• For others it’s a business model
• Disintermediation-lnternet provides the
opportunity for organizations to go direct to
customers and eliminate intermediaries.
Promotion
 The service mix elements
• Additional service mix elements of People,
Physical Evidence and Process into then online
remix of the established framework.
 Mobile marketing
• Mobile marketing is marketing on or with a
mobile device, such as a smart phone.
• Mobile marketing can provide customers with
time and location sensitive, personalized
information that promotes goods, services
and ideas.
 Forms of Mobile Marketing
• SMS
• MMS
• Push Notifications
• App based marketing
• QR Codes-a customer to visit a web page
address by scanning a 2D image with their
phone's camera, instead of manually entering
a URL.
• In game mobile marketing
In game mobile marketing
 Digital Signage
• Digital signs are a form of electronic display
that shows television programming, menus,
information, advertising and other messages.