3. What is the Internet contribution and what is it relevance to e-marketing strategy?
Can consider a direct and indirect form:
Direct – online revenue contribution
An assessment of the direct contribution of the Internet or other digital media to sales, usually expressed as a percentage of overall sales revenue.
Indirect – online promotion contribution
An assessment of the proportion of customers (new or retained) who use the online information sources and are influenced as a result.
Useful for objective setting, highlighting the importance of the new channel.