3.3.5 Technology and the Marketing Mix

Central Question

How is technology impacting the

marketing mix?

Learning Outcomes• To be able to define and explain the concept of

e-commerce• To understand the opportunities and threats of

e-commerce to business and consumers• To understand how the internet and social

networking can be used for promotion

E-Commerce• The use of the internet to promote, sell and buy

goods and services.

The Concept• Virtual shopping – shopping from the comfort of

your own home 24/7

For Businesses…Opportunities Threats

Reduced Costs Internet /credit-card Fraud, hackers

Can take orders at all times Data protection

Reduced barriers to entry – can operate across international borders

Site maintenance or problems upset customers

Improve service for customers Increased competition – global marketplace

Develop/create loyalty Trade laws and cultures/customs in different countries

For Consumers…Opportunities Threats

Reduced Prices Internet /credit-card Fraud, hackers

Increased choice Data protection concerns

Can purchase anytime Waiting time between order and delivery

Easy to compare prices and rival products

Some products may not suit e-commerce – clothes?

Promotion and The Internet• Google ads – pay per click• Banners• Pop-ups• Cross-promotions (with other products/services)• Targeted advertising based upon previous buying

habits and sites visited

Promotion and Social Networks

• How can businesses use social networks to promote their goods and services?

• Facebook• Instagram• Twitter• Vyber• Whats spp

TASK• WATCH THE VIDEOS AND MAKE SOME NOTES!Video 1

Video 2

Findings?