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LECTURE 9

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LECTURE 9

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businessdatabases
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LECTURE 9 :

Economic Transformations : E-commerce and


Digital Marketing.

The information society has brought significant economic


transformations, reshaping how businesses operate and how
individuals work. E-commerce, digital marketing, and the gig
economy have created new opportunities and challenges,
influencing consumer behavior, job markets, and employment
patterns. Understanding these changes is crucial for navigating
the evolving economic landscape and ensuring inclusive growth
and equitable opportunities in the digital age.

Economic Changes of the Information Society

1- Economic Implications :
A)E-commerce :

Digital technologies have revolutionized retail through e-


commerce, enabling businesses to reach global markets and
offering consumers convenience and variety. E-commerce
platforms like Amazon, Alibaba, and eBay have revolutionized
retail by enabling businesses to reach global markets. Consumers
can shop from anywhere, increasing convenience and access to a
wider variety of products. E-commerce provides SMEs with
opportunities to compete with larger companies by offering lower
operational costs and the ability to reach niche markets.
Platforms like Uber, Airbnb, and Fiverr have given rise to the gig
economy 1, where individuals can offer services on a freelance or
short-term basis. This has created new economic opportunities
but also challenges related to job security and benefits. It
provides alternative income sources for individuals, particularly in
times of economic uncertainty, crises or job loss.

Advances in artificial intelligence and automation result in


labour market changes, they are transforming industries by
enhancing productivity and efficiency. The information society has
given rise to new job categories such as data scientists, digital
marketers, and cybersecurity experts, reflecting the demand for
specialized skills. However, they also raise concerns about job
displacement and the need for workforce reskilling.

Digital technologies have facilitated remote work, offering


flexibility and reducing geographic constraints. This shift has
implications for work-life balance, office culture, and urban
planning.

1
The gig economy, driven by platforms like Uber, Lyft, Fiverr, and Upwork,
offers workers flexibility in terms of hours and the types of work they

undertake. Individuals can engage in a variety of short-term, freelance, or


contract work, ranging from ride-sharing and delivery services to graphic
design and programming.
The convenience of shopping online, with features such as home
delivery and easy returns, has changed Consumer behavior,
leading to increased online shopping. E-commerce platforms use
data analytics to personalize shopping experiences, recommend
products, and create targeted marketing campaigns, enhancing
customer satisfaction and loyalty.

The information society has contributed to economic growth, but


it has also led to increased economic inequality through inequal
Wealth Distribution. In fact, we notice wealth concentration
among those who control digital platforms and technologies.
Addressing economic inequality remains a critical challenge.

B) Digital Marketing:

Digital marketing leverages data analytics to understand


consumer behavior, preferences, and demographics, enabling
highly targeted advertising campaigns. Platforms like Facebook,
Instagram, and Twitter allow businesses to engage with audiences
directly, creating interactive and personalized marketing
strategies.

Businesses use content marketing to engage with audiences by


providing valuable information, entertainment, or insights. This
includes blogs, videos, podcasts, and social media posts.
Influencers on social media platforms promote products and
services to their followers, providing brands with access to
targeted and engaged audiences.

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