e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt – that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's. The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing). There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers. Email is a very versatile medium. Formats range from simple text to HTML & rich media. Content can be one-size-fits-all or highly customized. Frequency can consist of fixed, frequent intervals or sporadic intervals, with transmissions occurring only when something newsworthy comes along. Sophistication (and cost) can be very low or very high. Along with the power of email comes the abuse of email, commonly known as spam. Is spam email considered marketing? Technically, the answer is probably yes, but it is certainly not responsible email marketing. While some users fail to distinguish between permission marketing and email spam, spam is actually a major threat to legitimate email marketers, as a glut of messages could make the entire email medium less effective.

What is e-Marketing?


e-Marketing is a subset of e-Business that utilizes electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. Internet Marketing, Interactive Marketing and Mobile Marketing for example, are all a form of e-Marketing.

eMarketing, e-Marketing, or Electronic Marketing is the act of trying to achieve marketing objectives through electronic or digital means. Most eMarketing campaigns are performed through the use of Internet-based content, such as eNewsletters and emails. See also Internet Marketing.

• E-marketing, Internet marketing and Digital marketing are defined in this article based on the introduction to my Internet marketing book.

eMarketing Concepts
A successful Internet business requires a focused marketing strategy. We apply concerted, individual marketing plans with useful options and consider online marketing always as a whole. A marketing campaign starts always with a detailed analysis of your Internet activities and a definition of goals. Based on that we create a concept for efficient online marketing for your individual Internet business case. A concerted interaction of various forms of online advertising options are the hallmarks of our eMarketing concepts. Some of the essential form of online advertising with whom we work successfully are mentioned below:

SEM is important to almost any online campaign. when they are clicked on. with payment based only on performance (usually a commission on sales generated). from which you can pick and choose. Using the connectedness of the Internet to build brand awareness and grow subscriber lists. i. Comprised of balance between SEO and PPC tactics. the sales value can not be disregarded. continuously linking back to your site. With daily search volumes in the hundreds of millions. this is a tactic that cannot be ignored. • • Search Engine Optimisation (SEO): SEO is the process of getting a website to achieve top rankings for its chosen key phrases on the search engines without paying for these rankings.e. 3 . These nine primary services are: Search Engine Marketing (SEM): We all know of the awesome potential available online. has proven to be an exceptionally costeffective online marketing strategy because you only pay when it works! Online Advertising: Its broad impact is unmatched and with a completely measurable ROI. WebPR: Allows online PR tactics to reach their full potential because the brand gets to travel to so many places. to ensure the best possible results. Affiliate Marketing: Is like a combination of PPC and Online Advertising. but this potential will go fulfilled if users simply cannot find your site. Viral Marketing: Word of mouth in an electronic context. and searchers in "goal mode". In simple terms.Keyword Advertising E-Mail Marketing Search engine optimization Affiliate Marketing Shopping comparison sites Web controlling Internet Marketing Services: We offer nine primary services. it involves getting affiliated websites to display your adverts. Pay Per Click (PPC): Buying sponsored adverts on search engine results pages and content pages while only paying for those ads on a performance basis. SEM is an essential marketing tactic and arguably the biggest emerging marketing avenue established within the last decade.

This way you can communicate with them over time rather than losing them all together. Conversion Optimisation: Fundamental eMarketing. Online Reputation Management (ORM): A vital component to maintaining and growing any brand online. PPC and WebPR effectively maintain your presence online. ORM is an essential ingredient in any PR campaign. SEO. Social Media: In an age of Consumer Generated Media.Email Marketing: Allows you to build relationships with your target market as well as those who don't convert. please contact us now Advantages of e-Marketing Following are some of the advantages of e-Marketing:      Reduction in costs through automation and use of electronic media Faster response to both marketers and the end user Increased ability to measure and collect data Opens the possibility to a market of one through personalisation Increased interactivity 4 . such as site development. to craft an appropriate eMarketing strategy tomeet the goals that your business needs to achieve. we will use all the knowledge and resources that we've acquired over the years. Our Conversion Optimisation service adds to and enhances these tactics through the process of traffic analysis and optimisation to turn more visitors into consumers. These eMarketing tactics operate holistically and our satisfied clientsare a testament to the success of the eMarketing services we offer. At Quirk eMarketing. Social Media has a powerful role to play when it comes to marketing your brand online. If you are interested in employing any of these tactics and are intrigued by the positive impact they will have on your ROI. emailing. ORM empowers you to know exactly what is being said about your brand on the Internet so you can engage and protect your reputation.

not sales persons assumptions. Online. The buyer knows immediately about product features. the facts. promotion and place strategies are developed for products purchased over the counter. Why? What does buying products online offer over one to one sales? Firstly there are clear online facts about the product you are purchasing. The internet is changing the way we sell our products and services. privacy issues Maintenance costs due to a constantly evolving environment  Higher transparency of pricing and increased price competition  Worldwide competition through globalisation     The 4 P's of e-marketing mix {Product – Price – Promotion – Positioning} Traditionally the marketing mix is co-ordinated so efficient product. The buying process is also customized for 5 . The e-marketing mix considers the elements of presenting the marketing mix online. Electrical store offers clear information on products and their specification. That's a fact.Disadvantages of e-Marketing Following are some disadvantages of e-Marketing: Lack of personal approach Dependability on technology Security. this immediate tangibility disappears. Organization now needs online strategies to attract and retain customers. consumers know what they get if not there is a customer service number where they can find out more. Consumers now use the internet to research and purchase products/services online. But. price. is that a disadvantage? E-commerce sales are increasing at extremely high rates.

taking account competition pricing then setting your price. Placing banner advertisements on other web pages is a common form of e-promotion. Banner ads must be placed where potential customers browse.e. easily allowing loyalty incentives to be targeted towards them.returning visitors. discovering how much consumers are willing to pay. Technology allows repeat visitors to be tracked. The internet gives consumers the power to shop around for the best deal at a click of a button. The internet has made pricing very competitive. Consumers can purchase direct from manufacturers cutting out retailers totally. making repeat purchases easier. Having a recognizable domain name is first stage towards epromotion. Promoting products and service online is concerned with a number of issues. Such easy access to information helps to maintain prices within the online world. Traditionally pricing was about finding about your costs. placing price pressures on traditional retailers. pricing is always difficult to do and must take into account many considerations. Many costs i. E-pricing can also easily reward loyal customers. Web public relations are another approach to promoting online. staff cost have disappeared for complete online stores. Organizations can also offer immediately ancillary products along with the main purchase. Location is important within our place strategy. Payment is also easy online credit cards use allows for easy payments. News worthy stories based on product or service launches can be 6 . The challenge for online retailers is to insure that the product is delivered to the consumer within a reasonable time. One of the biggest changes to the marketing mix is online purchasing. store costs. As mentioned in marketing mix section. Online location can refer to where links are placed on other websites. Most organizations today have some form of webpage used in most if not all advertisements.

Direct email is a popular and common form of epromotions. 7 . that can be synthesized in the 2P + 2C+ 3S formula: Personalization. Customer Service. there are no much aspects to differentiate eMarketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives eMarketing its uniqueness is a series of specific functions. Site. The e-marketing mix must work together and support each other if the company is to have a successful online marketing strategy. or WPR articles sent to review sites for consumers to read. Hopefully this form of online promotion will pull the consumer in. Sales Promotion. To summaries e-promotion includes: Banner promotion. offline Marketing – the well-known 4 P's (Product – Price – Promotion – Positioning) that form the classic Marketing mix.placed on the company's webpage. Community. relational functions. Organizations can send e-leaflets to hundreds and thousands of respondents. Until here. E-leaflets and having a domain name. Add the extra 3 P's (People – Processes – Proof) and you got the whole extended Marketing mix. although slowly becoming the most hated my many consumers. e-Marketing Strategy The e-Marketing Strategy is normally based and built upon the principles that govern the traditional. Security. hoping a small percentage will reply. Web public relations (WPR). Privacy.

Personalization can be applied to any component of the Marketing mix. dial-up) we will offer a lowvolume variation of our website. when we perform the personalization part of the eMarketing mix) a crucial issue arises: that of the way this information will be used. identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them. with the purpose of knowing our market and be able to develop customized. a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence. unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate. A major task to do when implementing an e-Marketing strategy is that of creating and 8 . personalized products and services. operate upon all situational functions of the mix (the classic 4 P's) and upon each other. 2. therefore. Privacy Privacy is an element of the mix very much connected to the previous one – personalization. 1.Personalization The fundamental concept of personalization as a part of the eMarketing mix lies in the need of recognizing. and by whom. When we gather and store information about our customers and potential customers (therefore. it is a moderating function. if we know the visitor is using a slow connection (eg. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages. with reduced graphic content and no multimedia or flash applications. For example.These 7 functions of the e-Marketing stay at the base of any eMarketing strategy and they have a moderating character.

As we can easily figure out. and e-Marketing is mostly based on a relational perspective. hence its moderating character. A group of entities that interact for a common purpose is what we call a "community" 9 . The merely existence of such a network implies that individuals as well as groups will eventually interact. This is a duty and a must for any conscious marketer to consider all aspects of privacy. We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. permanently. 3. as long as data are collected and stored.developing a policy upon access procedures to the collected information. For these reasons. When switching from a situational perspective to a relational one. data about individual persons. we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix. the marketer saw himself somehow forced into considering support and assistance on a non-temporal level. Community We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. Customer Service Customer service is one of the necessary and required activities among the support functions needed in transactional situations. over time. 4. the service (or assistance if you wish) can be performed upon any element from the classic 4 P's. Privacy is even more important when establishing the eMarketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

and we will soon see why it is of absolute importance to participate. This is the power of communities. more exactly the value of a network equals the square of the number of components. Interactions among members of such a community can address any of the other functions of e-Marketing. such as a Palm Pilot or any other handheld device. this is why we have to be a part of it. to be part of a community. even though it is not always seen as essential. which is the most widespread name for it. for example. since they are a network: we will then conclude that the value of a community rises with the number of its members. We can apply this simple law to communities. 5. 10 . to be available at any moment and from any place – a digital location for digital interactions. accessible through all sort of digital technologies is moderating all other functions of the e-Marketing – it is then a moderating function. But such interactions and relations also need a proper location. This special location. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components. Such a location is what we call a "site". The "site" can take other forms too. Site We have seen and agreed that e-Marketing interactions take place on a digital media – the internet. so it can be placed next to other moderating functions. The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) – therefore developing a community is a task to be performed by any business.

the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them. where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction. we have to consider sales promotions when we build an e-Marketing strategy. Sales Promotion At least but not last. This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan. On the other hand. • security of data collected and stored. A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing (and true. Security The "security" function emerged as an essential function of eMarketing once transactions began to be performed through internet channels. Sales promotions are widely used in traditional Marketing as well. The 7 Cs of E-Marketing 11 . we all know this. about our customers and visitors. and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume. What we need to keep in mind as marketers are the following two issues on security: • security during transactions performed on our website.6. honest!) messages towards the customers that their personal details are protected from unauthorized eyes. 7.

reliably.  Contract: The e-marketer’s first goal is to communicate a corepromise for a truly distinctive value proposition appealing to the targetcustomers.In practice.The Internet allows for the entire sales cycle to be conducted on onemedium. Such design features as one-clickordering and automated shopping help deliver the promise ofconvenience. but the medium’s interactive capabilities make it easierfor them to deliver on their promises quickly. Impulse shoppers have found a true friend in theInternet. the Internet can accomplish it all. nearly instantaneously. consumers who turn down aproduct because of the price can be identified and served a specialoffer more likely to result in a purchase.consumers can purchase it online. with the targetingtechniques available to advertisers. it can increase both the ratesat which browsers are converted into buyers and their transactions. The Internet is like onebig point-of-sales display.As opposed to the 4 Ps of brick-and-mortar marketing. and rewardingly.  Construction: The promises made by e-marketers are not unique tothe Internet. with easy access to products and the abilityfor impulse shopping. the changingoutlook in the area of e-marketing can be explained on the basis of 7Cs of e-marketing. Further. with theright tools.  Content: refers to whatever appears on the website itself and on hotlinked websites. Within seconds from being made aware of a product. 12 . From making the consumer aware ofthe product to providing additional information to transacting the final purchase. If chosen appropriately. the Internet really is an advertiser’s dream come true. this means that promises must be translated into specificinteractive functions and Web design features collectively givingconsumers a seamless experience. In the right hands.

 Community: Through site-to-user and user-to-user forms ofinteractivity (such as chat rooms). Publishers and advertisement networksmonitor the items that a consumer has expressed interest in orpurchased on a site (or network of sites) in the past and targetadvertisements based on this information.  Convergence: We will soon enter the next round of the E-marketingbattle as broadband reaches the masses. They are thus able to projectwhat other types of products a consumer might be interested in andthen send an appropriate coupon or sale offer.Advertisers have known for some time that behavioral targeting(a.k. and theysell lists of this data to advertisers.and behavior in general allows an advertiser to target anadvertisement much more effectively. The same type of behavioral modelis forming on the Internet.a. Department stores have longkept track of consumers’ past purchases.. brandadvertising and direct marketing practices will integrate. andbig marketing spenders will spend more money online. domesticbrands. televisions will become moreinteractive. The Internet will becomemore ubiquitous and wireless. Manycompanies that are well positioned today will need to continue toevolve to take advantage of the opportunities. profiling) is vastly superior to simple demographic targeting. The 13 . e-marketers can develop a core ofdedicated customers who become avid marketers of the site too.Knowledge of a consumer’s past purchases interests. Credit card companies are the ultimate gatherers of behavioral targeting information. commerce and marketing will become even more global. likes/dislikes. Theymaintain vast databases of cardholders’ past transactions.  Concentration: Targeting through online behavioral profiling. video/data/voice appliances will converge.

This frame will allow users toaccess up-to-the-minute sports scores or news on the Web. brought on bybroadband. Technically e-Commerce is a part of eBusiness. will consist of atelevision with some interactive capabilities. ormarketing those of another company for a fee. forexample.  Commerce: The last emerging fundamental of e-marketing iscommerce. More importantly for Emarketers. information or entertainment falls under the category handled by principles of e-Commerce. Broadband technology will allow theconvergence of television and the Internet. The user could find out more information or order the productright there. a user will see atelevision screen that is three-quarters traditional television. Difference between Marketing e-Business. Basically.success of Internetadvertising companies will largely be driven by how they maneuveramong the coming developments. e-Commerce is best described in a transactional context. will allow advertisers much greater creativity by bringing innew types of advertising to the Internet. it would allow viewers toimmediately leap to the website of an advertiser whose ad was beingshown. So for example an electronic transaction of funds. 14 . Dubbed “interactive TV. Rich media. as well as enhancing some ofthe more traditional forms. thus helping to coverthe fixed costs of site operations and to offset customer acquisitioncosts. whether it includes offering goods and services directly. but with aframe that has Internet capabilities. e-Commerce and e- e-Business is a very broad entity dealing with the entire complex system that comprises a business that uses electronic medium to perform or assist its overall or specialised business activities.” in its simplest form.

eMarketing is set on a strategic level in addition to traditional marketing and business strategy. Difference between Marketing e-Marketing and Interactive e-Marketing is a broader term that describes any marketing activity performed via electronic medium. Leveraging low customer acquisition costs: Traditional brick-and-mortar companies can bring their existing customers online at a muchlesser cost than Internet start-up companies who must lay out a heftyamount per head to acquire customers. established players in the off-lineindustry can catch them and even overtake them by offering a choiceof channels. Exploiting alternative revenue streams: 15 . e-marketers will have to do morethan reproduce their off-line business models on line because thesebusiness models work only at considerable scale. with examples as follows. Interestingly. It is possible for online marketers to be profitable even at lower salesvolume if they exploit efficiencies in eEmarketing and synergies withthe off-line business. To be successful on the Internet To be successful on the Internet.e-Marketing is also a part of e-Business that involves electronic medium to achieve marketing objectives. Interactive Marketing is generally a sub set of e-Marketing that involves a certain level of interaction. Exploiting more than one channel to close the transaction: Although early winners on the web might belong to an exclusive clubof Internet start-up companies.

delivering the goods cost-effectively. faces four main challenges: controlling customer data.An online presence offersan E-marketer a wider variety of sales opportunities. Controlling customer data: As outsourcing arrangements proliferateand delivery services become more expert in using informationtechnology.streamline logistics.integrating on. and help B2B vendors aggregate their retailer’sback office purchases. emarketers risk losing their lock on consumer data. acting as an agent on behalf of the customer can become arevenue source in the future. largeor small. Reducing customer churn: Given the high cost of replacingestablished customers. Purchasing scale at low volumes: E-marketers can cut down ontheir purchasing cost and shorten their procurement cycle by replacingEDI tools with Internet based ones that facilitate product comparison. at least in the early days of theirsites.and offline orders. A web presencesupplies the personalized attention that could keep customers loyal. emarketersmust consider how to strike a balance between the 16 . Challenges in e-marketing: Every online fulfillment operation. In an economy where knowledge is revenue as well as power. and handling returns. Maximizing the pricing potential: It has been reported byconsumer researchers that buyers shop online more for conveniencethan for cost. For web-basedretailers. In view of this relative indifference to price. losing them is expensive. e-marketerscan capture some margin premium.

Although the problems of rapid growth are complex in themselves. Butsince each missed delivery adds as much as a full day to the fulfillmentprocess. But this is largely a technical and logisticalproblem. every singletransaction challenges e-marketers to deliver the goods quickly. In atotally integrated system. can ensure that surges indemand don’t retard key fulfillment operations such as data entry.In the future evolution of the Web. An integrated system with full ERP (enterpriseresource-planning) capabilities. companies must decide how much integration they need. Integrating on and off-line orders: When the volume of orders ishigh. however. for an impulse purchase loses itspower to gratify if the product or service takes too long to appear. and packing. spanning that “final mile” to the home can take longer thantraveling the rest of the fulfillment loop. and it will be possible (though perhaps expensive) to solve itby developing new sorting and scanning equipment and by deployinglarger delivery vehicles. Making contact with the recipient is a trickierproblem but one that must be resolved if the full potential of “e-impulse” orders is to be realized. integration will becomeessential for building effective customer service and packagetrackingsystems. Handling returns: 17 .inventory. Delivering the goods cost-effectively: At present. Internet orders would be automaticallytransmitted through a processing center and transferred to thesupplier’s manifest. and conveniently. thelack of a fully integrated order management system compounds them. for example.efficiencies offeredby the out-sourcing of fulfillment and the confidentiality that keepingdata in-house preserves.cheaply.

Customersoften have to find new packing materials. bad. Conclusion E-marketing must be defined to include the management of theconsumer’s online experience of the product. At present.marketers.There are two reasons for building the concept of e-marketing aroundconsumer experiences. e-marketers mightdiscover that impulse sales carry hidden costs. Even if aconvenient solution for returns were developed. Digital marketers shouldcare about the consumer’s online experiences for the simple reasonthat all of them -. however minor. Each steprepresents an inconvenience that. from the design of the product or service to 18 . First.good.for that matter) design their packaging for easy returns.E. with their emphasis on convenienceand customization. they donot. To begin with. call to arrange credits andrefunds. Second. or indifferent -.influence consumerperceptions of a product or a brand. and physically take packages to delivery services. The web offers companies’ownership and control of all interactions with customers and thuscreates both the ability and the need to improve their overallexperience. can combine withothers to create negative feelings about the vendor. this approach forces marketers to adoptthe consumer’s point of view. from first encounterthrough purchase to delivery and beyond. must match the high standard of service exhibitedby some physical marketers regarding returns. it forces managers to payattention to all aspects of their digital brand’s interactions with theconsumer. The implication is that fulfillment costs must be driven down to preserve profitability. few ecommerce retailers (or mail order companies.

Once the organisation's environment is well understood.cfm 5th edition of E-Marketing by JudyStrauss& Raymond Frost http://www. For this reason it is essential that e-Marketers are familiar with basic principles of the technology and tools that drive e-Marketing activities. One of them is a website audit aimed at analysing and detecting any inefficiencies and setting the direction for strategic improvement.marketingteacher. and the after-salescustomer service effort. Part of the situation assessment is often the analysis of the current e-Business tools and activities within the organisation.htm http://www. Naturally another essential part of the plan is budgeting and budget allowance for a contingency plan should there be a need to re-evaluate certain aspects of the eMarketing plan implementation for unforeseen obstacles.brainwave-connection. e-marketers then have an opportunity to present realistic objectives and provide a path for implementation and evaluation of the implementation www.the 19 . the sales and fulfillment www. A good e-Marketing plan will have a clear executive summary and unambiguous set of recommendations which can be understood by management and further implemented by technical staff. 20 .com www.

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