Chapter 6 The Web and E-Commerce Copyright

Chapter 6: The Web and E-Commerce Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 1

Learning objectives 1. 2. 3. 4. 5. 6. Web strategy Website information architectures E-commerce M-commerce Website marketing Web 2. 0 Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 2

Web strategy (1: 2) • Inform or entertain audience • Influence audience • Sell products or services • Facilitate offline relationships Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 3

Web strategy (2: 2) • Inform or entertain audience • Influence audience • Sell products or services • Facilitate offline relationships Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 4

Naming the website • • • Uniform resource locator (URL) Domain name system (DNS) Hypertext transfer protocol (http: //) File transfer protocol (ftp: //) Top-level domain Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 5

Managing domain names • Internet Corporation for Assigned Names and Numbers (ICANN) • Legal disputes • Cybersquatting and typosquatting Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 6

Website design • Hierarchical architecture • Multi-dimensional architecture • Sequential architecture Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 7

User interface design • Usability • Accessibility Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 8

Software development strategies • Web browser • Hypertext markup language (HTML) Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 9

Interactive websites • • Javascript AJAX Flash W 3 C Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 10

Content management systems • Content management • Cascading style sheets (CSS) Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 11

E-Commerce • Online transactions • Security • Trust Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 12

Mobile devices and mcommerce • Why mobile matters • Designing websites and apps for mobile devices • M-commerce and mobile payments Copyright © 2015 Pearson Education, . Inc. 13

Marketing the website (1: 2) • Search engine optimization • Search terms and key words • Page rank and relevance • Search engine scams Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 14

Marketing the website (2: 2) • Search engine optimization • Search terms and key words • Page rank and relevance • Search engine scams Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 15

Web advertising (1: 2) • Click-through rate (CTR) • Target advertising Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 16

Web advertising (2: 2) • Search portals • Online marketing challenges Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 17

Web 2. 0 • Crowdsourcing • Expanding data • Learning web Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 18

Summary 1. 2. 3. 4. 5. 6. Web strategy Website information architectures E-commerce M-commerce Website marketing Web 2. 0 Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 19

NTT Docomo case • • Mobile e-commerce Near-field communications Osaifu keitai Expansion Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 20

Pandora case • Business model • Recommendation engine • Mobility Copyright © 2015 Pearson Education, . Inc. Chapter 6 - 21

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