Chapter 3

Question 1

What questions do you ask and need to answer when developing an e-commerce presence?

Answer 1

1. What is your vision and how do you hope to accomplish it?
2. What is your business and revenue model?
3. Who and where is the target audience?
4. What are the characteristics of the marketplace?
5. Where is the content coming from?
6. Conduct a SWOT analysis
7. Develop an e-commerce presence map
8. Develop a timeline
9. Develop a detailed budget

Question 2

What is long tail marketing?

Answer 2

The strategy of selling large amounts of unpopular products in addition to low amounts of popular products or services in niche markets.
The theory is that the unpopular products will sell as it’s available online to a larger audience. By having no inventory costs they can earn higher revenues

Question 3

What is Real-time Bidding (RTB)?

Answer 3

Refers to the practice of buying and selling ads in real time on a per-impression basis in an instant auction. This is usually facilitated by a supply-side platform (SSP)