The revolution of information technology (IT) has changed the way consumers communicate and acquire information today. Nowadays internet becomes vitally important as a mass medium to for companies on communication with customers. This change has become key focus on marketing strategies.
E-marketing is a term that refers to use of the Internet/Web and related information technologies to conduct marketing activities (Krishnamurthy, 2006). In fact E-marketing is using digital technology and electronic media specifically the internet for trading or selling goods.
【E-marketing, also known as web marketing or online marketing, refers the employment of the information technologies such as Internet/Web and other related technologies (2006, as cited in Salehi & Mirzaei, 2012). According to Salehi and Mirzaei (2012), e-marketing is applying electronic technology and media such as the internet in purpose of marketing goods or services. 】Because of the easy and fast access to the internet, e-marketing became an indispensable part of marketing areas, especially for companies which felt unsatisfied or frustrated on the return on investment from their tradition marketing efforts.
Marketing managers should recognize the power of internet-based marketing and take advantage of this medium to reach customers effectively. The purpose of this article is threefold. First, I argue that marketing managers should recognize the power of internet-based marketing because e-marketing becomes an extremely important part of the today’s marketing mix due to the huge changes and new trends in communication method with customers. Second, I illustrate the advantages of e-marketing by comparing specific tools between internet-based marketing and traditional marketing. And I also propose some challenges on internet-based marketing. Finally, I introduce managers to several effective e-marketing methods to engage more consumers.
Why e-marketing becomes extremely important for business today? I think it because the changes for the way of information communication and acquirement. 【As it is now known, information and communication technology begins to play an essential job in all aspects of marketing combination, and the business world realizes that it is extremely important to pay attention on communications when build connections with customers. Furthermore, enterprises, especially for small medium enterprise, are able to afford and apply electronic or online communications to their business. (Zehrer & Grabmuller, 2012) 】 Nowadays, businesses can directly communicate in real time with their consumers and deliver information or business value for consumers efficiently. Likewise, the consumers can communicate with businesses or even existing consumers directly online. On the consumer side, the internet has offered a great chance to obtain consumption-related information to consumers no matter anytime anywhere. Because through the world wide web, anyone with a computer and internet access are able to explore, join, and contribute to any online community at any time. This change allows consumers to participate in acquiring information without a passive position. For example, social network sites provide a useful platform for consumer to share information and experience online and it can aggregate millions consumers in a short time. Meanwhile, e-marketing allows the businesses to reach consumers in a variety ways and enables the enterprises to offer a broad range of goods and services. Because e-marketing is able to provide enterprises with new communication channels in terms of information management, public relations, customer services and sales. For example, company is able to post an announcement on business website or other official channels of online media instantly before convene a press to public. E-marketing allows business operate customer service activities online instead of using call center or mailing. Moreover, Company has a...
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