Exercise - eMarketing Product
Categorise the following examples as Online Extender, Online Alternative, Online Innovator (Existing Business), or Online Innovator (Online Start-Up):
Company One is a successful commercial bank with a very well-known and popular brand. It has decided to launch a new online brand which uses online technology as a channel to market its current portfolio of services - employing a new and energetic branding theme pitched at youth segments.
Company Two is also a commercial bank. However its strategy is to use the Internet as a way of communicating with, and accessing its traditional segments with its existing portfolio of brands.
Company Three is a new business that has gained a large amount of venture capital for its innovative business idea. It is employing Web 2.0 technology to build a community of practice for African farmers that currently work in remote regions, but may soon have access to the Internet in many local towns.
Company Four is also a new business. Its owners have seen an opportunity to get jewellery to consumers by building a website which employs e-commerce technologies. Essentially the site owners intend to advertise using Google Adwords based upon keywords such as 'wedding ring' and 'bling.' Hopefully the pay-per-click adverts will move traffic to their site where sales will be made.
