Business Consulting | The frenzy around these new marketing ...

The frenzy around these new marketing techniques created by e-merchants and supported by the Internet quickly gave birth a new dimension of what we knew as a marketing: e-marketing (electronic marketing).

What is e-marketing?

There are many definitions of what e-marketing, the easiest and shortest is by Mark Sceats: is e-marketing-marketing, which uses the Internet as expression media. A working definition is that of a group of CISCO specialists: e-marketing is the sum of all activities, which operates to find a business on the Internet with the aim of, attract, win customers and retain.

e marketing strategy

The e-marketing strategy is usually based and is based on the principles of the traditional, offline marketing ? determine the famous 4 Ps (product ? price ? promotion ? positioning) to form the classic marketing mix. Add the additional 3 Ps (people ? processes ? proof) and have the entire extended marketing mix.

Up here, theres not much aspects, e-marketing to different from the traditional marketing carried out offline: extended marketing mix (4 3 P) which is built around the concept transactional and its transactional Exchange paradigm to perform defined tasks. What is e-marketing its uniqueness, is a series of relational functions in the formula 2 P 2 C 3S can be synthesized: personalization, privacy, customer service, community, site, security, sales promotion.

This 7 features of e marketing remain at the base of each e-marketing strategy, and they have a moderating nature, in contrast to the traditional marketing mix, includes the only situational features. Moderator functions e-marketing have the quality of the moderate to operate on all situational features in the mix (the classic 4 P) and to each other.

1. Personalization

The basic concept of personalization as part of e-marketing-mix need recognize, identify a specific customer relationships (relationships is a fundamental objective of marketing). It is critical, you can identify our customers at an individual level and collect all sorts of information about them, with a view to know our market and able to develop tailor-made, individual products and services.

For example, a cookie strategically on the visitors computer write us important information about the access speed available: therefore, if we know the visitor uses a slow connection (eg. dial-up), we offer a variety of low-volume of our website, with reduced graphical content and no multimedialen-or flash applications. This is our customer to facilitate experience on our website and he will leave the site prevented on the ground that it takes too long to load their pages.

Personalization can be applied to each component of the marketing mix; It is therefore a moderating function.

2. Data protection

Privacy is something very connected to the mix of the previous one ? personalization. When we collect and store information about our customers and prospective customers (so if we perform the personalization part of e-marketing-mix) is a crucial question:, how this information is used and by whom. A big job to do in implementing an e-marketing strategy is the creation and development of a policy on procedures for access to the collected information.

This is a duty and a must for every conscious marketers, all aspects of privacy, to look at, as long as data collected and stored, data on individual persons.

3. Customer service

Customer service is one of the necessary and required activities under the support functions required in transactional situations.

We are connected to the appearance of the customer-service processes to the inclusion of the parameter Time in transactions. When moving from a situational perspective to a relational and e-marketing perspective is based mostly on a relational, the marketer has forced somehow taking into account and non-temporal support permanently, in the course of time.

For these reasons, we should the customer service function (in its fullest and largest definition) as essential within the e-marketing mix.

How we can find out easily, the services (or help) can, if you want it be performed on each element from the classic 4 Ps, hence its moderating nature.

4. Community

We all agree that e-marketing this impressive network is conditioned by the existence of, which is the Internet. The presence of only of such a net implies that individuals as well as groups finally interacts. We call a community is a group of people to interact, for a common goal and we will soon see why it is absolutely essential to take part, to be part of a community.

The Metcalf law (named after Robert Metcalf) States that the value of a network is by the number of components, the same exact a network is the square of the number of components. The customers / clients of a company can as part of a community where they interact (independent or influenced by the marketer) ? thats why develop a community is a task of any business conduct, although it is not always considered essential.

Interactions between the members of such a community can address each other features of e-marketing, so that it can be placed in addition to other presenter functions.

5. Website

We have seen and agreed that e-marketing interactions on a digital media ? on the Internet take place. Such interactions and relationships need be but also a correct position, at any time and from any location ? available a digital location for digital interactions.

The site can take for example other forms also such as a Palm pilot or any other handheld device.

This special location of all kinds of digital technologies is moderate all other features of e-marketing ? then it is a moderating function.

6. Security

The function of Safety arose as an essential function of the e-marketing, once began transactions are executed through Internet channels.

Security for transactions carried out on our site, where we have to take all possible measures, that third parties not on any part of a developing transaction; access

Security of the data collected and stored about our customers and visitors.

7. Sales promotion

At least but not least, we have to consider promotion if we build an e-marketing strategy. Sales promotion are widely spread in the traditional marketing as well as, we all know that, and it is an excellent efficient strategy, quantify to immediate sales goals.

This function enumerates that creative thinking marketers ability: much work and inspiration is needed to find new ways and new approaches for the development of an efficient support plan.

Finally, I would like to say, we have seen that means e-marketing to new dimensions, in addition to the traditional marketing are considered inherited.

Source: http://www.siouxfallsscore136.org/the-frenzy-around-these-new-marketing-techniques.html

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