Assessing the significance of digital channels


To illustrate the issues involved with assessing the suitability of the Internet for e-commerce. Activity

For each of the products and services in Table 4.3, assess the suitability of the Internet for delivery of the product or service and position it on the grid in Figure 4.8 with justification. Make estimates in Table 4.3 for the direct and indirect online revenue contribution in 5 and 10 years' time for different products in your country. Choose specific products within each category.

Table 4.3 Vision of online revenue contribution for different types of company



2 years' time

5 years' time

10 years' time

Example: Cars, US Direct online sales Indirect online sales

5% 50%

10% 70%

25% 90%

50% 95%

Financial services Direct online sales Indirect online sales

Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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