Global E-Marketing
GLOBAL E-MARKETING
E-marketing is a term that can be used to label the potential of information technology (IT) and the Internet, and the impact on marketing, e-marketing is perhaps the single most important new development in technology in the entire history of marketing, particularly in its ability to leap over distance. It is clear that marketing is undergoing a revolution as a result of the explosion of information technology and the World Wide Web.
THE DEATH OF DISTANCE
Distance was, in the pre-modern world, a variable of the greatest marketing significance. As the real estate maxim has it, the three rules of real estate valuation are location, location, location. In global marketing, strategies and practice reflected the importance of distance. The most important variable impacting trade behavior, for example, is distance. The primary trading partners of every county are the proximate neighbors: for the United States they are Canada and Mexico, for Canada and Mexico it is the United States. For France it is Germany, and for Germany it is France, and so on around the world. There has always been a positive correlation between trade and proximity. However, the internet is totally independent of distance. Electrons traveling at the speed of light get to anywhere in the world in the same time and at the same cost. If a person sends e-mail, it does not make a difference in time or cost whether the mail is addressed to my next door neighbor or to someone halfway around the world. The same thing is true of a Web site: The location of the site does not affect the cost or speed of access.
For the first time in history, the world has become a level playing field. Anyone, anywhere in the world can communicate with anyone else in the world in real time with no premium charged for distance. These long-standing historical patterns of trade are a reflection of the importance of physical distance in global marketing. The improvement of transportation and
E-marketing is a term that can be used to label the potential of information technology (IT) and the Internet, and the impact on marketing, e-marketing is perhaps the single most important new development in technology in the entire history of marketing, particularly in its ability to leap over distance. It is clear that marketing is undergoing a revolution as a result of the explosion of information technology and the World Wide Web.
THE DEATH OF DISTANCE
Distance was, in the pre-modern world, a variable of the greatest marketing significance. As the real estate maxim has it, the three rules of real estate valuation are location, location, location. In global marketing, strategies and practice reflected the importance of distance. The most important variable impacting trade behavior, for example, is distance. The primary trading partners of every county are the proximate neighbors: for the United States they are Canada and Mexico, for Canada and Mexico it is the United States. For France it is Germany, and for Germany it is France, and so on around the world. There has always been a positive correlation between trade and proximity. However, the internet is totally independent of distance. Electrons traveling at the speed of light get to anywhere in the world in the same time and at the same cost. If a person sends e-mail, it does not make a difference in time or cost whether the mail is addressed to my next door neighbor or to someone halfway around the world. The same thing is true of a Web site: The location of the site does not affect the cost or speed of access.
For the first time in history, the world has become a level playing field. Anyone, anywhere in the world can communicate with anyone else in the world in real time with no premium charged for distance. These long-standing historical patterns of trade are a reflection of the importance of physical distance in global marketing. The improvement of transportation and