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ACCA Strategic Professional · Strategic Business Leader · E-business: value chain

Lumen Books, a publisher, sends personalised email offers to subscribers based on their browsing history, tracks click-through rates and adjusts campaigns weekly using web analytics. Which term most precisely describes this activity?

The activity is e-marketing, meaning the use of digital channels and data to achieve marketing aims. Personalised emails, click-through tracking and analytics-led campaign changes are all marketing activities, not purchasing, delivery or removal of intermediaries.

  1. AE-procurement
  2. BE-marketingCorrect
  3. CE-fulfilment
  4. DDisintermediation

Explanation

E-marketing is the use of electronic media and data to achieve marketing objectives, including email campaigns, personalisation and analytics-driven adjustment. E-procurement concerns purchasing inputs, e-fulfilment concerns delivery, and disintermediation concerns removing intermediaries, none of which is described.

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