e-Marketing always remained a controversial topic to talk about, and no one could succeed to combine the different theories about it. There is no doubt that e-Marketing first appeared in the early 90’s when some established companies started selling their products on the internet. In more appropriate words, e-Marketing is the marketing technique that employs the internet as expression means. It is the sum total of all marketing activities a business house carries out via the internet.
Any e-Marketing strategy has a reasonable disposition, nothing like the typical Marketing mix that encompasses conditional purposes only.
As a part of e-Marketing, the concept of personalization reclines in the sole purpose of discovering a potential customer with the purpose of launching relations. It is mandatory to identify more customers on personal level and congregate all promising information about them. The purpose is to know what’s going on in the market. It can help develop tailored products and more efficient services. It can definitely simplify the customer’s familiarity on the company’s website. The customer will not leave the website without any solid reason.
Confidentiality is an important constituent of the Marketing mix. We can gather information about the potential customers and even store it. When implementing an e-Marketing strategy, a fundamental task is to craft and expand a course of action related to the collected information. This is a necessity for any careful marketer to mull over all aspects of confidentiality, as per the collected and stored data. When establishing the E-Marketing mix, confidentiality is considered very important.
Customer service is always considered an important activity in support functions and business transactions. The vision of the customer service is well connected to the ‘time’ factor in transactions. e-Marketing is typically based on a relational viewpoint, and the marketer himself is enforced into considering support and backing on a functional basis. We should always consider the customer service as a crucial one in E-Marketing.
e-Marketing communications happen on a digital media, and the Internet should be easily available at every instant and from any situation. Such a digital setting is called a ‘site’, and it is the most pervasive name for it. On the other hand, the ‘website’ is simply a profile of a ‘site’. This particular location should be handy through all kinds of digital technologies. Maintaining a good and user-friendly website is an important function of the e-Marketing strategy.
A more compulsory and essential function of e-Marketing is the security governing all internet transactions. Internet marketers should keep in mind the following two critical issues on security:
- Security during transactions executed on the company’s website: All possible precautions and security measures have to be taken so that third parties should be restricted to access any transaction executed on the web.
- Security of data collected and stored: There should be security about the data collected in the form of customers, visitors and their contacts.
A truthful e-marketer will have to co-operate with the company’s Information Technology department in order to devise persuasive messages towards the customers. Their personal details should be protected from internet hackers and unauthorized persons.
As a part of an effective e-Marketing strategy, the marketer should constantly keep himself updated with the latest internet technologies. e-Marketing entails various scopes to be measured aside of those considered from the traditional Marketing point of view.