Just as there are four P's, which turn out to be very important principles to establish a marketing strategy, in e-business there are seven principles of the strategy and they all start with the letter C, let's see what they are and what they are about.
1. COMMUNITY
In e-antiquity (about a year ago) community building was considered the third most important element to start an e-business strategy, today it is the initial element. Creating community ensures recurring traffic, but the term "create" not only means having a database of registered to the website, it means that you must identify, not the segment but, the target target community and what would be the best relationships to develop between the business and potential customers. In short, the concept of community must match the company's value offering and the interests of future site members.
2. CONTENT
Content is important because it constitutes the value offer for community members. The contents are the elements that cause the establishment of a lasting and effective relationship. The content is not just about articles or news, it is the entire package of resources that make up the site.
3. COLLABORATION
This element identifies which will be the business allies that will allow adding value and contributing to the development of the business model. It must be determined how the links can be established and how the two parties would benefit.
4. CAPACITY
This element identifies the technological needs for the implementation of the business, its basis is the company's strategic IT plan.
5. COMPETITION
Every business must know how the competition is moving, what its progress is and what the trends in the sector are, of course, the ideal would be to create co-competitive relationships with some of the competitors in order to seek mutual benefit.
6. COMPANY
It defines the work team, the necessary skills of each member and the personnel requirements to complete it and if it is a brick & mortar company that is going to transcend the virtual world, how the new area will be structured within the company or if it will be an independent company.
7. CHANGE
This element is mainly found in bricks & mortar companies that will switch to brick & click, but it is also present in the pure games that have decided to mature their business plan. Through it, the new roles and competencies of the company are identified, the benefits that the implementation of e-business will bring in it and how the entire organization must behave to effectively operate the new business model.
The above are just some of the elements that must be considered to advance an e-business strategy, as you know, this business moves very fast and surely there must be more C's and many other new strategies.
