E-Marketing Strategy: 7 Issues to Consider (e-Marketing Mix)

What is e-marketing?

E-Marketing is still a controversial topic to talk about, as no one was able to unite the various theories about it; although there is no doubt that e-Marketing appeared primarily in the form of various methods used by entrepreneurial organizations to sell their products over the internet at the beginning of the 90s.

The revolution in these new marketing methods created by e-tailers and supported by the internet definitely stimulates the birth of a new dimension of what we know as marketing: e-Marketing (electronic marketing).

There are many definitions of what e-marketing is, the simplest and shortest one formulated by Mark Sceats: E-Marketing is a marketing strategy that uses the Internet as an advertising medium. Work definition is coming from a team of CISCO experts: E-Marketing is the sum of all the activities that businesses do through the Internet with the goal of finding, attracting, working and maintaining customers.

E-marketing activities

E-marketing is based on principles and is based on the principles of traditional, offline marketing – well-known 4 P (product price – promotion – location) that forms the classic market mix. Add 3 accessories (People – Processes – Proof) and you have an outstanding marketing mix.

Until now, there are no major factors to analyze e-marketing from traditional online offline marketing: the widespread marketing mix (4 + 3 P) is based on the concept of "business" and its aspects carry business opportunities defined by exchange rate. What gives e-marketing its uniqueness is a set of special roles, communication technology, that can be combined into the 2P + 2C + 3S formula: Custom, Privacy, Customer, Community, Forum, Security, Sales Increase.

These 7 e-marketing features are based on any e-marketing strategy, and they have talent, unlike classic marketing tools that only engage in local action. E-Marketing sharing features have moderate quality, work on all spatial features (classic 4P) and on each other.

1. Customization

The basic idea of ​​customization as part of the e-market communication lies in the need to know and define a particular customer to establish communication (establishing relationships is the primary goal of marketing). It is important to be able to identify our customers on an individual basis and collect all possible information about them with a view to knowing the market and developing custom, personal products and services.

For example, a cookie applied to a computer's website may let us know about important access speed information available: Probably, if we know that a visitor is using a slow connection (for example, a call), we will offer a minimum variation of our website, with memory graphics content and no multimedia or flash applications. This will facilitate the experience of our customers on our website and it will prevent him from leaving the site because it takes too long to upload their pages.

Custom can be applied to any part of the marketing medium; Therefore, it is moderate.

2. Privacy

Privacy is a part of the mix highly linked to previous – personality. When we collect and store information about our customers and prospective customers (because when we carry out an id of e-marketing), it becomes a serious matter: how to use this information and what. A major project that needs to be done when implementing an e-marketing plan is to create and develop accessibility policies for the information collected.

This is the duty and necessity of any aware marketers to take into account all aspects of privacy, as long as data is collected and stored, information about individuals.

Privacy is even more important when establishing e-marketing where many rules and legal issues regarding the collection and use of such information are discussed.

3. Customer service

Customer service is one of the necessary and necessary activities among the support measures needed in commercial situations.

We will link the serving of customer service to participate in the "time" variable in business. When switching from a localization perspective in communication technology and e-marketing is largely based on contextual context, the market seems to be somehow compelling to consider indefinitely support and assistance, over time.

For this reason, we should consider the service support service (in full and in the broadest sense) as necessary in e-marketing.

As we can easily find out, the service (or assistance if you like) can happen with any aspect of classic 4P, because it is average.

4. Community

We can all agree that e-Marketing is dependent on this glorious internet network. Only the existence of such a network means that individuals and groups will always communicate. A group of people who interact with common purpose is what we call "community" and we will soon see why it is absolutely important to participate, be part of a community.

The Metcalf Act (named after Robert Metcalf) declares that the value of a network is given by its number of components, in particular the value of the networks equals the square number of the elements. We can apply this simple law to communities where they are networks: We will conclude that the value of society increases with the number of its members. This is the power of communities; Therefore, we must be part of it.

Business customers / customers can see as part of a community where they interact (either independently or under the influence of the market) – developing a community is a business that is done by every business, even if it is not always considered necessary.

Interactions among members of such communities can address all other e-marketing features, so it can be put next to other modest actions.

5. Site

We have seen and agreed that marketing communications take place on digital media – the internet. But such communication and communication also need the right place, to be available at any time and anywhere – digital location for digital communication.

Such a location is what we call "site", which is the most widespread name for it. Now it is time to mention that the "site" is merely a picture of "site" and should not be mistaken or seen as synonymous. The "site" can take other forms too, such as Palm Pilot or other hands-free devices, for example.

This special location, accessible through all types of digital technology, is handling all other e-marketing features – that is, with talent.

6. Security

The activity of "security" emerged as an important part of e-marketing when trading was done with Internet channels.

What we need to keep in mind when a market comes with two security issues:

– business security made on our website, where we must take every possible precautionary measure that third parties will not be able to access to any part of development sales

– data collection and storage, about our customers and guests.

Honest marketers must consider these possible causes of further problems and need to work with the company's affiliate to be able to form a compelling (and true, honest!) Message to customers that their personal information is protected from unauthorized eyes.

7. Increase in sales

At least but not least, we need to consider a sales increase when we build a marketing strategy. Sales promotions are widely used in traditional marketing too, we all know this and it is a great effective strategy for achieving immediate sales goals in terms of quantity.

This action is important for the target audience to think creatively: a lot of work and inspiration is needed to find new possibilities and new ways to develop an effective promotional program.

On the other hand, the market constantly needs to keep up with the latest internet technologies and applications so that it can take full advantage of them.

To conclude that we have seen this impact on the marketing of new dimensions is part of those inherited from traditional marketing. These dimensions revolve around the concept of communication technology, and they are essential to participate in any e-marketing activity that is effective and effective.


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