What is e-marketing?
E-marketing is still a controversial topic because no one can unify the various theories surrounding it; however, there is no doubt that e-marketing first appeared in the pioneering company's use of the Internet to sell its products in the early 1990s. Under various technical forms.
The enthusiasm surrounding these new marketing technologies created by e-retailers and supported by the Internet has quickly spurred a new dimension of marketing we know: e-marketing [e-marketing].
There are many definitions of e-marketing. The simplest and shortest definition is set by Mark Sceats: e-marketing is the use of the Internet as a marketing medium for performance media. A job definition comes from a group of CISCO experts: e-marketing is the sum of all the activities that companies conduct over the Internet, with the goal of finding, attracting, winning and retaining customers.
Electronic marketing strategy
The e-marketing strategy is basically based on the principles of managing traditional offline marketing - the well-known 4 P [product - price - promotion - positioning] constitutes a classic marketing mix. Add an additional 3 P [People - Process - Proof] and you get the marketing mix for the entire extension.
Prior to this, there weren't many aspects that could distinguish e-marketing from traditional marketing that was performed offline: the extended marketing mix [4 + 3 P' s] was built around the concept of "transactions", and its elements perform defined transactional functions. Exchange paradigm. Unique to electronic marketing is a set of specific features, relationship functions that can be synthesized in 2P + 2C + 3S formulas: personalization, privacy, customer service, community, website, security, promotion.
These seven features of e-marketing are always the foundation of any e-marketing strategy, and they have regulatory features that are different from the classic marketing mix that only participates in contextual functionality. The e-marketing's tuning features have modest quality, operating a mix of all contextual features [classic 4 P's] and each other.
Personalization
As part of the e-marketing mix, the basic concept of personalization is the need to identify and identify a customer to build relationships [establishing relationships is the basic goal of marketing]. It is important to be able to identify our customers at the individual level and collect all possible information about them in order to understand our market and develop customized, personalized products and services.
For example, a cookie placed strategically on a website visitor's computer allows us to know important information about the speed of access available: Probability, if we know that a visitor uses a slow connection [for example, dial-up], we will provide our website Low-capacity variants, reduced graphics content, no multimedia or flash applications. This will ease the experience of our customers on our site and will not be able to leave the site because it takes a long time to load the page.
Personalization can be applied to any component of a marketing mix; therefore, it is an adjustment feature.
2. Privacy
Privacy is a very relevant combination of the previous one - personalization. When we collect and store information about our customers and prospects [and therefore, when we perform the personalized part of the e-marketing mix], there is a serious question: how and how this information is used. One of the main tasks to be done when implementing an e-marketing strategy is to create and develop strategies when collecting access to information.
As long as data is collected and stored, any conscious marketer must consider all aspects of privacy regarding personal data.
Privacy is even more important when building an e-marketing portfolio because there are many regulatory and legal aspects to consider when collecting and using such information.
3. Customer Service
Customer service is one of the essential activities in the support functions required for trading.
We connect the display of the customer service process to the transaction containing the "time" parameter. When shifting from a situational perspective to a relational perspective, e-marketing is primarily based on a relationship perspective, and marketers themselves are forced to some extent to permanently consider support and help on a non-time perspective.
For these reasons, we should consider customer service capabilities [the most comprehensive and largest definition] as an important feature in the e-marketing mix.
As we can easily figure out, the service [or help if you wish] can be executed on any element of the classic 4 P because of its tuning characteristics.
4. Community
We all agree that the existence of e-marketing is due to the existence of an impressive network of the Internet. The existence of such a network means that individuals and groups will always interact. A group of entities that interact for a common purpose is what we call a "community," and we quickly understand why it is absolutely important to be part of the community.
The Metcalf law [named after Robert Metcalf] indicates that the value of the network is given by the number of its components, and more specifically, the value of the network is equal to the square of the number of components. We can apply this simple law to the community because they are a network: we will conclude that the value of the community increases with the number of its members. This is the power of the community; that's why we have to be part of it.
Corporate customers/customers can be seen as part of their interacting community [independent or influenced by marketers] - therefore, developing a community is a task that any business must perform, even if it is not always considered necessary.
The interaction between such a community member can solve any other function of e-marketing, so it can be placed next to other adjustments.
5. Website
We have seen and agreed that e-marketing interactions occur on digital media - the Internet. However, this interaction and relationship also requires an appropriate location, wherever you can get anywhere - the digital location of digital interaction.
This location is what we call the "website", which is its most common name. It is now time to mention that "website" is just a form of "website" and should not be mistaken for or considered synonymous. The "site" can also take other forms, such as a Palm Pilot or any other handheld device.
This special location, accessible through a variety of digital technologies, is regulating all other features of e-marketing - it's an adjustment feature.
6. Security
Once the transaction begins through the Internet channel, the "security" function becomes the basic function of e-marketing.
What we need to remember is that marketers are following two security issues:
- The security of transactions on our website, we must take all possible precautions to prevent third parties from accessing any part of the ongoing transaction;
- The security of collecting and storing data about our customers and visitors.
An honest marketer will have to consider the reasons that may cause further trouble, and must work with the company's IT department to be able to express their personal convincing [and true, honest!] message protection details to the customer. Unauthorized damage.
7. Promotions
At least but not the end, we must consider promotions when developing an e-marketing strategy. Sales promotion is also widely used in traditional marketing, and we all know this, which is an excellent and effective strategy to achieve immediate sales goals.
This feature relies on the ability of marketers to think creatively: it takes a lot of work and inspiration to find new possibilities and new ways to develop effective promotional plans.
On the other hand, marketers need to keep up with the latest Internet technologies and applications so that they can take advantage of them.
All in all, we have seen that e-marketing means that the new dimension is seen as an aspect of inheriting traditional marketing. These dimensions revolve around the concept of relational functionality, which must be included in any e-marketing strategy to make it efficient and produce results.
Orignal From: E-marketing strategy: 7 dimensions to consider (e-marketing mix)
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