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Strategies for e-Business pp 307–342Cite as

Choosing the Appropriate e-Business Strategy for Interacting with Users

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Part of the book series: Classroom Companion: Business ((CCB))

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.

We greatly appreciate the assistance of Sebastian Mauch and Matthias Promny (former Masters students at the University of Nuremberg) in preparing this chapter.

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Notes

  1. 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. 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. 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. 4.

    See Constantinides and Fountain (2008a).

  5. 5.

    See Constantinides and Fountain (2008b).

  6. 6.

    Voice Over Internet Protocol (VoIP) is the routing of voice conversations over the Internet or through any other IP-based network.

  7. 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. 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. 9.

    See Singh and Cullinane (2010).

  10. 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. 11.

    Zenith Optimedia, quoted in: Reuters, “Social Media Ad Spending Is Expected to Pass Newspapers by 2020,” Fortune, 5 December, 2016.

  12. 12.

    For an extensive list of social networking sites, see: 7 http://www.sociallifenetwork.com/.

  13. 13.

    Evans and Wurster (1999).

  14. 14.

    Source: Nike by you, [website]. Available at: 7 https://www.nike.com/us/en_us/c/nikeid.

  15. 15.

    Source: Mykea [website]. Available at: 7 http://www.thisismykea.com/.

  16. 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. 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. 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. 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.

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Further Reading

  • Gladwell, M. 2001. Tipping point. Abacus, provides further vivid examples of how information can spread virally.

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  • Ho, B. ‘Machine learning for personalization and beyond: 6 ways marketers can benefit from ML’, Criteo, 7 December 2017.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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Weblinks

  • http://mashable.com is a blog dedicated to social networking sites.

  • http://www.novaspivack.com/ provides interesting information on current and future issues related to information technologies, evolution of the Web, social web applications, and more.

  • https://www.oreilly.com/ is a widely recognised blog from the US media company O’Reilly Media who started the first conferences under the label Web 2.0.

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Author information

Authors and Affiliations

  1. IMD, Lausanne, Switzerland

    Tawfik Jelassi

  2. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

Authors
  1. Tawfik Jelassi
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  2. Francisco J. Martínez-López
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Correspondence to Tawfik Jelassi .

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Jelassi, T., Martínez-López, F.J. (2020). Choosing the Appropriate e-Business Strategy for Interacting with Users. In: Strategies for e-Business. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-48950-2_11

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