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Emarketing Evolution (the Ecommerce Site, Internal Integration)

Eight Stages of Emarketing Evolution

Ebusiness 2.0
7) Online Marketing
6) Partner Integration
5) Internal Integration
4) Ecommerce
3) The Lead Generator
2) The Online Brochure
1) The Listing

Stage 5: Internal Integration
You can have ecommerce without integrating your back – end systems. Many businesses can do this because their volume of transaction is (Cialis) small or they fine that comeback times are not too trying . In fact, many SMEs don’t have any back – end systems that they could integrate and are rather set up to process everything manually.

However, if you want to grow, or if you want to stay competitive, you have to automate and integrate wherever possible. There are three reasons for this:

1) Automation cuts overheads.
2) It your business scalable.
3) It gives your customers instant information, which pumps up your credibility and vastly improves the online experience.

The most critical processes to integrate with your website front – end are those that touch the consumer. The consumer does not care whether you have 100 people scurrying around in your offices pushing walls of paper from one tray to the next. What is important to the customer is that they can immediately see online whether an item is in stock, or check the status of an order.

Complete integration, at web speed, of all of your relevant back- end systems is a prerequisite for any professional emarketing business. It typically involves re-configuring or totally replacing large legacy inventory, finance and production systems, and can cause the overall cost and timeframe of a website project to be many times larger than the cost of the front – end website project to be many times larger than the cost of the front – end website. It is for this reason that many IT managers groan when a marketing manager approaches them to help with an online strategy.

Stage 4: The Ecommerce Site

Ecommerce lets your site visitors transact in real time, instead of having to undertake the turn –based communication of stage -3 sites. You simply need to provide secure ecommerce transaction abilities if you wish to take payments online. If you cannot take payments online, you can never be competitive as an online seller.

Many SMEs don’t make the leap into ecommerce because of the increased cost of doing so: it requires database programming, the monthly overhead of a secure site and often unacceptably high transactions processing fees.

A secure site is one where any input from a visitor can be encrypted before it leaves their computer, so it traverses the internet in a form that cannot be read. It uses a technology known as secure socket layer(SSL), and any business can set up such a site through the services of third parties such as GoDaddy.com , by paying a small monthly fee. Alternatively, a business can opt to direct its visitors to a secure page owned by a payment processing service such as PayPal. That service accepts all the confidential data securely, and then returns the visitor to the original website.

While you can minimize payments processing burdens by working with a packaged ecommerce service from providers like PayPal or Yahoo!, such services don’t readily help you to differentiate yourself as a competent independent business. Without a great deal of customization work, such template – based solution typically look less in harmony with the desired perception of your brand, and feel less supportive of your desired shopping experience, than you would like.

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