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Key Terminology and Evolution of e-Business Read chapter Read first chapter

2020 | OriginalPaper | Chapter

11. Choosing the Appropriate e-Business Strategy for Interacting with Users

Authors : Tawfik Jelassi, Francisco J. Martínez-López

Published in: Strategies for e-Business

Publisher: Springer International Publishing

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Abstract

This chapter provided an overview of Web 2.0. It discussed why Web 2.0 brings about strategic changes in Internet business models. It explained how advances in network infrastructure and software development led to an increased number of web users and a richer user experience. In this chapter, we take a closer look at how businesses leverage the new technological capabilities of the Internet to involve their customers and website users more deeply in the information sharing and content creation process.

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Footnotes
1
The term Web 2.0 originated from a series of conferences about new web technologies of the same title. These conferences were initiated by Tim O’Reilly, an internationally renowned expert on the Internet and open- source technologies.
 
2
Although Web 2.0 and social web have been often interchangeably used, the former refers to the new Web 2.0-based applications, while the latter deals with the social aspects of these applications. Furthermore, the social web transcends Web 2.0 and could include future technological advances of the Web.
 
3
Tim O’Reilly, “Web 2.0 compact definition: trying again,”O’Reilly Radar, Available at: 7 http://​radar.​oreilly.​com/​archives/​2006/​12/​web_​20_​compact.​html.
 
4
See Constantinides and Fountain (2008a).
 
5
See Constantinides and Fountain (2008b).
 
6
Voice Over Internet Protocol (VoIP) is the routing of voice conversations over the Internet or through any other IP-based network.
 
7
Blogosphere is a collective term encompassing all blogs as a community or social network. Many weblogs are densely interconnected and have grown their own culture.
 
8
Market data provided by Comscore (an Internet marketing research company), November 2011. Facebook data from Zephoria, “The Top 20 Valuable Facebook Statistics – Updated March 2019,” [website], Available at: 7 https://​zephoria.​com/​top-15-valuable-facebook-statistics/​.
 
9
See Singh and Cullinane (2010).
 
10
Source: Statistica, “Number of social media users worldwide from 2010 to 2021 (in billions),” Statistica. the Statistics Portal, [website], July 2017. Available at: 7 https://​www.​statista.​com/​statistics/​278414/​number-of-worldwide-social-network-users/​.
 
11
Zenith Optimedia, quoted in: Reuters, “Social Media Ad Spending Is Expected to Pass Newspapers by 2020,” Fortune, 5 December, 2016.
 
12
For an extensive list of social networking sites, see: 7 http://​www.​sociallifenetwor​k.​com/​.
 
13
Evans and Wurster (1999).
 
14
Source: Nike by you, [website]. Available at: 7 https://​www.​nike.​com/​us/​en_​us/​c/​nikeid.
 
15
Source: Mykea [website]. Available at: 7 http://​www.​thisismykea.​com/​.
 
16
Network effects exist whenever a service has a value to a potential customer who depends on the number of other customers who are already using the same service.
 
17
A YouTube video showing an explosion-like reaction when dropping a Menthos, a type of candy, into a bottle of Coke fueled a huge chain reaction of imitators.
 
18
See: Twitter at 7 http://​www.​twitter.​com. The service provides users with the potential of reaching a large number of people. Users post frequent updates about themselves free of charge. The hype around Twitter has resulted in a variety of mash-ups and applications for the service.
 
19
This section is adapted from: B. Ho, “Machine Learning for Personalization and Beyond: 6 Ways Marketers Can Benefit from ML,” Criteo, 7 December 2017.
 
Literature
Acker, O., et al. (2011). Social CRM: How companies can link into the social web of consumers. Journal of Direct Data and Digital Marketing Practice, 13, 3–10.CrossRef
Anderson, C. (2006). The long tail: How endless choice is creating unlimited demand. London: Random House Business Books.
Constantinides, E., & Fountain, S. J. (2008a). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 232–233.CrossRef
Constantinides, E., & Fountain, S. J. (2008b). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 234–237.CrossRef
Evans, P., & Wurster, T. (1999). Richness and reach concept. In Blown to bits (pp. 23–38). Boston: Harvard Business School Press.
Gladwell, M. (2000). The tipping point. London: Abacus.
Granovetter, M. (1973). The strength of weak ties. American Journal of Sociology, 6, 1360–1380.CrossRef
Jelassi, T., Enders, A., & Martínez-López, F. J. (2014a). Strategies for e-business: Creating value through electronic and mobile commerce: Concepts and cases (p. 242). Edinburgh: Pearson Education.
Jelassi, T., Enders, A., & Martínez-López, F. J. (2014b). Strategies for e-business: Creating value through electronic and mobile commerce: Concepts and cases (p. 246). Edinburgh: Pearson Education.
Kozinets, R., et al. (2008). The wisdom of consumer crowds: Collective innovation in the age of networked marketing. Journal of Macromarketing, 28(4), 339–354.CrossRef
Lin, S., et al. (2010). Web 2.0 service adoption and entrepreneurial orientation’. Service Business, 4, 198.
Piller, F. (2006). Mass-customization (p. 175). Wiesbaden: Gabler.
Rodríguez, I., Martínez-López, F. J., & Luna, P. (2010). Going with the consumer towards the social web environment: A review of extant knowledge. International Journal of Electronic Marketing and Retailing, 3(4), 415–440.CrossRef
Singh, T., & Cullinane, J. (2010). Social networks and marketing: potentials and pitfalls. International Journal of Electronic Marketing ad Retailing, 3(3), 211–214.
Wirtz, B., et al. (2010). Strategic development of business models: Implications of the web 2.0 for creating value on the internet. Long Range Planning, 43, 272–290.CrossRef
Gladwell, M. 2001. Tipping point. Abacus, provides further vivid examples of how information can spread virally.
Ho, B. ‘Machine learning for personalization and beyond: 6 ways marketers can benefit from ML’, Criteo, 7 December 2017.
Meerman Scott, D., 2007. The new rules of marketing and PR. How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly. Wiley, offers an exhaustive guide for businesses to learn to use Web 2.0 communication tools with target audiences.
More practical examples of the ‘long tail’ concept can be found in Anderson, C. 2006. The long tail – how endless choice is creating unlimited demand. Random House Business Books.
See Tseng, M. M., & Piller, F. T. (2005) The customer-centric enterprise: Advances in mass-customization and personalization. Springer, for an in-depth look at mass customisation.
See Weber, L. 2007. Marketing to the social web. How digital customer communities build your business. Wiley, for a detailed review of the impact of Web 2.0 on marketing activities.
Metadata
Title
Choosing the Appropriate e-Business Strategy for Interacting with Users
Authors
Tawfik Jelassi
Francisco J. Martínez-López
Copyright Year
2020
Publisher
Springer International Publishing
Book
Strategies for e-Business

Print ISBN: 978-3-030-48949-6

Electronic ISBN: 978-3-030-48950-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-48950-2_11