E-commerce

A2. Factors to consider when setting online sales operations
Advertisers should avoid placing online advertisement campaigns with a single ad containing several keywords in the advertisements. Advertisement campaigns should be organized by topics or themes or product brands or even by geographical considerations such that it is easier for a customer to locate a product without spending much in terms of on-store browsing. Keywords should be categorized together in order to place ads that target particular groups of customers. This assists in creating advert targeting and enhance the relevance of the ads. Another issue that should be considered is using the same structure for the campaigns in the websites. For instance, an online trader dealing with both tea and coffee should have separate campaigns for the two products and different accessories such as mugs and cups. Alternatively the commodities could be grouped by product lines and the keywords and ad text for the whole-bean coffee for instance placed in one campaign and the ground coffee placed in another (Lasica, 1998).

E-commerce sites should thus be placed in such a way that they provide the most relevant information in a precise manner to avoid too much expense in in-store browsing. Before setting up a store, a trader should organize the products and provide the customers with the easiest way to locate them. A trader can give intuitive links to various product categories and search functions to assist the customers retrace their moves in the website. The Website should be created in such a way that once a customer clicks the purchase button, the response is immediate to prevent wastage of time. This helps in maintaining the customers due to the certainty of the Website. The software and servers used in the Website should be able to handle the customers requests in the minimum time possible. The e-commerce provider should be in a position to accept the type of payment method used by customers in the transactions. This will make the payment process easy and also save time and expenses in in-store browsing (Chaudhury  Jean-Pierre, 2002).

B3. Digital media in customer relation management (CRM)
CRM is a company-wide business strategy created to minimize the costs and boost profitability by enhancing customer satisfaction, loyalty and advocacy. Digital media has been very effective in customer relation management particularly in the collection of information from data sources within a firm. There are many practical aspects that contribute to this success. Some of the practical success factors in using digital media in CRM include the availability of CRM management tools such as CRM.com and intouch.com. CRM.COM is a customer relation management and billing tool software that is web based. This automates and improves the entire customer relationship cycle in both B2C and B2B business relationships. This software supports he cycle from the sales to production both in post-paid and pre-paid transactions. The software is very useful in triple play billing in industries where multi service, package oriented and the promo based commodities are required to be flexible and fast. InTouch is another tool that contributes to the success of digital media in CRM. This is a highly powerful database and communication tool that assists firms to store customer contacts and then reach them through the email or SMS (Miller, 2002).

Other factors that contribute to the success of digital media in CRM include email campaigns and SMS marketing. Email campaigns enable business to communicate with their customers which is the core function of CRM. Through the use of digital media such as CRM.COM and InTouch communication tools, business firms are able to maintain the contacts of their customers. SMS marketing which is a fast growing trend in the current e-business world enables firms to send messages to their customers as a means of keeping them updated on the activities of the firm. This also contributes to the success of digital media in CRM for both B2B as well as B2C businesses (Beynon-Davies, 2000).

C2. Ethical issues associated with online advertisement
Traders place advertisements on the Internet due to the increasing popularity of the Internet in the world.  This is the major motivating factor of online advertisement. Online advertisements should however consider ethical issues in all aspects. Ethics include moral decisions made by people in relation to the rest in the society, standards of normal behavior and regulations controlling the behavior of people in a profession. Ethical issues in online advertisement include privacy and misuse of information, restriction to access of information and international standards. These issues could extend to electronic systems, electronic databases and geographical information systems. Some of the ethical considerations relevant in placement of online advertisements are  never waste peoples time by placing complex advertisement or unnecessary information in the ad. The ad should instead take minimum space and should be written clearly to prevent wastage of time (Paul, 2000).

When placing advertisement in the internet, traders should respect the policies of various networks. The networks that together form the Internet have various purposes and they permit diverse traffics to pass through. Traders placing advertisements should learn the policies, expectations and restriction of the networks they use to place their advertisement. Ethical issues of privacy should also be considered when placing online advertisements. Online advertisement may entail the use of social networking sites, email tools and browsing tools of different other websites. For some sites that assist online shopping, the users may be required to place private information such as credit card numbers. Traders should handle the information as stipulated by the privacy guidelines. They should consider whether the sites that collect private information from the users store or share it with other sites. The advertisement placed should bear sexually-explicit and pornographic material. In some nations, there are laws banning or restricting such material (Paul, 2000).