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Chapter 13 Discussion

In this chapter, you will learn about how information technology impacts today’s business environment. After you have read Chapter 13, please use the topic below as a starting point for class discussions, but please feel free to generate and initiate your own topics, including any questions
or comments you may have for the concepts and content of this chapter.

At a minimum for every chapter, you need to submit at least one primary discussion posting(s) in response to the instructor’s topic or a new topic initiated by another student. You also need to submit at least one secondary posting(s) commenting on other students’ postings. Please note that initiating a new topic is classified as a primary posting. In the subject line of your posting, please indicate whether it is primary, i.e. initiating a new topic, responding to the instructor’s topic or to a new topic initiated by another student, or secondary, i.e. commenting on other student’s postings.

1. Please read the chapter-opening case on page 413 of the textbook “The Changing Landscape of Commerce.” The case discusses how companies information and individual consumers online buying behavior is being tracked in today’s business world. Answer the following questions: Tell us about how e-commerce companies are using digital marketing to get you to buy product or services? Describe the type of digital ads that have influenced your buying? What steps can consumers take online to protect their privacy when shopping online?

2 short replies


E-Commerce use multiple methods with digital marketing to get consumers to by products or services. E-Commerce companies will generally still use basic advertisement methods when regarding online products or services. This can include the common factors such as using high resolution pictures and product description when advertising. Besides having unique products, they can also use small tricks like the ‘shopping cart’ function. This lets people who are browsing the online store, to store items they would like into their ‘shopping cart’. To the consumer it is like book marking the item for later reference or buying. However, when it’s in there, it gives the consumer the urge to press the check out button which is generally a easily noticeable button. Other tricks they could possibly use is improving their social media or even having customers post with the their product on social media. This is technically free advertisement for the company.

It is hard to not run into digital ads without using an ad blocker. Most sites have digital ads on the side or top of the page. The most effective way they do is by your search history. For instance, if I’m looking to buy a new car and search for one on the internet, they will show advertisements for cars on the side of other websites even when said website is not related to cars in general. I personally have fallen into this trap such as being advertised new video games while I watch youtube or even go on the google main page.

There are many ways to protect a user’s privacy when shopping online. Using reliable payment methods is always a good way to protect your credit card information. Companies like Paypal generally do a good job at this. This means you don’t have to put in your credit card number every time and online shops who do accept Paypal tend to be certified. Other common sense methods such as not buying from an unverified company is always good. Also to be careful when you enter your email as they can use this to send you more advertisements. Methods such as VPNs are not usually needed but also nice to have.

2.Primary Post –

Digital marketing can help you to get people to buy products or services you sell. The goal is to attract people to your site, convert your visitors into costumers, and retain and maintain your audience interested in your business. Digital marketing is the key asset to make you e-commerce platform succeed. Content marketing is the key to engage, attract and retain its audience. Content can be very effective to engage, attract, and retain audience (including news articles, videos, etc). Email marketing can help a lot when it’s personalized for customers. Good SEO, and digital advertising (it is one of the fastest growing ways to reach an audience) will help the e-commerce companies to grow as well. A strategy that combines these types of marketing can be used to improve your site quality and promote products to your target audience, while creating a personalized shopping experience that your customers trust.

I am not likely to make a purchase after seeing an online ad, but I have used email advertising, and Facebook Ads in the past.

There are a lot of steps you can take to protect your privacy when shopping online such as use a credit card instead of a debit card, share payment information only with known or reputable vendors, make sure the order checkout area is encrypted, use strong passwords, use a good anti-malware program, etc.

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