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Electronic Commerce With the rapid growth of the World Wide Web, the Internet has become the new medium for commercial transactions. There is much advice to be found, and some of it is quite useful. More research continues to be conducted, especially on the buying behavior of Internet users. Here are sites with resources to aid the would-be online marketer: steps for doing business on the Internet (e.g. Website hosting, Webpage design, search engine optimization); data about Internet users; and tools to support electronic commerce (e.g. payment mechanisms, security technologies, digital-rights management). Many other resources (such as directories of companies, business news sources, and marketing research) may be found on other Webpages; simply return to the Rutgers University Libraries Business Research Guide. A. Doing Business on the Internet1. Starting Points
For a brief tutorial, browse ABC: An Introduction to E-Commerce from CIO Magazine. If you need convincing, here are 20 Reasons to Put Your Business on the WWW: Internet and Email marketing guide for web sites. Another starting point is E-commerce 101, which provides a step-by-step guide for doing business on the Internet. Finally, you may wish to browse the thousands of postings archived at the LED Digest, a "moderated email discussion list focused on Internet marketing" which grew out of the former LinkExchange Digest. Several current discussions are highlighted on the homepage but you can also click on "Threaded Topics" on the Archives menu. 2. Domain Name RegistrationApart from the familiar .com, .org, and .net domains, there are several top-level domains (TLDs) to consider: .biz, .info, .mobi, and .pro. The Registry Listing for these TLDs (and their sponsors, if any) is available from ICANN, the Internet Corporation For Assigned Names and Numbers. You can also register a domain name with more characters than before - 63 characters instead of just 26 - and you might want to consider registering your domain name in other countries.
3. Website HostingIf you plan on creating a business Website, first read the Top 9 Things to Look for in a Web Host. Then browse the many categories of Web hosting companies at Tophosts.com The Top Web Hosting Companies in the U.S. is tracked by WebHosting.Info, with statistics on domains transferred in and out of each Web host. Several free Web hosting services include:
All of the above sites also offer fee-based services, as does Homestead, with a design gallery and customized options. Other fee-based services are listed by WebHostingSearch.com's eCommerce Web Hosting.
4. Webpage Designa. Usability and NavigationStart by browsing the many articles in Usability News, a newsletter from the Software Usability Research Laboratory at Wichita State University. Then look at the Articles About Web Design, Usability, & Programming from SoftMedia Artisans. For more tips on usability and Web design, go to Jakob Nielsen's useit.com Website. b. AccessibilityThe U.S. Government is requiring that all Federal Agencies developing electronic products abide by Section 508 of the Workforce Investment Act Of 1998, which calls for comparable (not equal) access to information and data by all users. Compare your Webpages with this Web Page Accessibility Checklist. Even without this directive, it is recommended that your Webpages be accessible to the visually impaired, and you can start with some Quick Tips to Make Accessible Web Sites from the W3C Web Accessibility Initiative. WebXACT is a free online service that lets you test single pages of web content for quality, accessibility, and privacy issues. c. Privacy PolicyAssure your visitors that any information collected will be held in strictest confidence. A website privacy policy should abide by the following guidelines:
5. Website Promotiona. Directory ListingYou can usually be added to a business directory for free. Here are several Web directories of companies and organizations; more may be found on the Company Research Guide: Directories of businesses on the Internet.
Also, consider being listed on a directory that is hosted by a trade association; check with the ASAE Gateway to Associations. b. Site SubmissionMany search engines offer free registration of your Website on their site. Many firms will register your Website for a fee with multiple search engines. Here are three which will do it for free:
If you want to spend some money after all, here are several ways to do so:
c. Search Engine OptimizationTo find out how many searches were done on Yahoo! in the previous month with a given word or phrase, use the "Keyword Selector Tool" in the Yahoo! Search Marketing: Resource Center. A new window will appear and results of your inquiries will be posted in that window. For more extensive keyword search statistics, KeywordDiscovery offers a paid subscription service as well as a free trial. Other useful SEO resources are:
d. Link ExchangesYou can sign up with other related Websites so that the group as a whole can promote the sites associated with it. Check out: e. Other ResourcesHow to Attract Visitors to Your Website is a quick but useful read. The Web Site Promotion Guide offers many articles on search engines, site submission, and Website promotion. In affiliate marketing, a percentage of the revenue from purchases made at selected online merchants will come back to your site if you display a text, banner, or other link to that merchant. Many affiliate marketing programs may be found at LinkShare.
Consult MarketPosition: Search Marketing Resources for additional advice and practical tips, as well as the Articles by Topic from the Digital Web Magazine.
B. Internet Statistics1. Users and DemographicsSo what is the World Wide Web user really like? Some current snapshots of Internet usage and activity are offered by NetView Usage Metrics from Nielsen//NetRatings. Calling itself "Trends & Statistics: The Web's Richest Source," ClickZStats (formerly CyberAtlas) can answer questions on: Also, selected articles on Internet Users are available for free at eMarketer (most content is fee-based). 2. Commerce, Sales and RevenuesThe Census Bureau regularly publishes useful reports and statistics in its E-Stats: Measuring the Electronic Economy program. Other sites with measures of electronic commerce are:
C. News and E-journalsCurrent news about electronic commerce may be found at several sites:
Some online periodicals that focus on Internet business and electronic commerce are:
D. Technologies and Tools for Electronic Commerce1. Financial Payment SchemesSome information on enabling electronic financial transactions is available from the following sites:
Some electronic bill presentment and payment (EBPP) systems currently in use include those from:
2. Security TechnologiesExisting and proposed standards for Internet security have been promoted by:
Some security systems currently in use come from organizations and firms such as: 3. Digital-Rights ManagementFor an overview of this topic, see "Electronic Rights Management and Digital Identifier Systems" by Daniel J. Gervais and "Technologies for Intellectual Property Protection," from a National Academy of Sciences publication called The Digital Dilemma: Intellectual Property in the Information Age. To keep up with changes in intellectual property law, go to techlawonline.com. Proposed standards for managing rights to digital media include:
Some rights management technologies (including digital watermarks) and their corporate sponsors are:
4. Other Tools and ProtocolsSome other developments and tools that enable or facilitate e-commerce are being promoted by consortiums such as:
E. Research CentersThe Institute for Global Electronic Commerce was established by Rutgers University-Newark Campus and the University of Maryland-Baltimore County. Other research institutes include:
F. Infoservers and Resource Guides1. Electronic CommerceA good collection of links is Roger Clarke's Electronic Commerce Webpage. Larry Chase's Web Digest for Marketers Resource Directory reviews the best tools and companies for Internet marketing. The Web Marketing Today: Research Room will lead you to thousands of articles and resources about effective Web marketing. The Office of Electronic Government serves as a clearinghouse for electronic commerce tools and best practices for the U.S. Government.
Finally, many other links may be found at the PenSoft E-Business Resource Center at the Virginia Electronic Commerce Technology Center (VECTEC).
2. Information Systems and Technology
A recent research report from Morgan Stanley highlights Internet Trends.
3. Public PolicyIssues such as the taxation of e-commerce, online privacy, and consumer fraud continue to be discussed in the context of proposed legislation and regulations. Start with the final report of the Advisory Commission on Electronic Commerce, created by the U.S. Congress to address issues related to the taxation of internet business. Bake your own Internet cookie or conduct a privacy analysis of your Internet connection at Privacy.net. Then, browse through the many resources (including practical privacy tools and software) available at the Electronic Privacy Information Center. The Internet Fraud Watch, an extension of the National Fraud Information Center, serves to inform consumers about suspected and actual online fraud. The site includes links to Federal, state and local law enforcement organizations and resources. Consider the many entries in the Cyberlaw Encyclopedia maintained by Alan Gahtan, a Canadian attorney specializing in Information Technology Law. Technology-related legal news is available at FindLaw. There are sub-sections on "Cyberspace," Intellectual Property," and "Telecomm."
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