e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)
What is e-Marketing?
e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt ? that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's.
The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).
There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.
e-Marketing Strategy
The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing ? the well-known 4 P's (Product ? Price ? Promotion ? Positioning) that form the classic Marketing mix. Add the extra 3 P's (People ? Processes ? Proof) and you got the whole extended Marketing mix.
Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.
These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P's) and upon each other.
1. Personalization
The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.
For example, a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.
Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.
2. Privacy
Privacy is an element of the mix very much connected to the previous one ? personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.
This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.
Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.
3. Customer Service
Customer service is one of the necessary and required activities among the support functions needed in transactional situations.
We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.
For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.
As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P's, hence its moderating character.
4. Community
We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.
The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.
The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) ? therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.
Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.
5. Site
We have seen and agreed that e-Marketing interactions take place on a digital media ? the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place ? a digital location for digital interactions.
Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.
This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing ? it is then a moderating function.
6. Security
The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.
What we need to keep in mind as marketers are the following two issues on security:
- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;
- security of data collected and stored, about our customers and visitors.
A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.
7. Sales Promotion
At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.
This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.
To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.
Otilia Otlacan is a young certified professional with expertise in e-Marketing and e-Business, currently working as independent consultant and e-publisher. She developed and teach her own online course in "Principles of e-Marketing" and is also a volunteer Economics teacher.
You can contact her via her personal website at BRAINmarketing.net or check out her latest developing Marketing resources project at TeaWithEdge.com
 Google News Updated : Fri, 22 Aug 2008 00:13:38 GMT Microsoft's Photosynth wilts under pressure - Computerworld
Computerworld - By Gregg Keizer August 21, 2008 (Computerworld) Within hours of its launch, Microsoft Corp.'s new photo-stitching service went dark, overwhelmed by demand, the company said Thursday afternoon. New Microsoft photo site spends first day offline New Microsoft Tech Converts Photo Soup Into 3-D Image Publ.Date : Thu, 21 Aug 2008 23:28:59 GMT Marlins let one slip away in San Francisco - Sports Network
Sports Network - San Francisco, CA (Sports Network) - Marlins reliever Kevin Gregg's wild pitch in bottom of the ninth inning scored Emmanuel Burriss to send San Francisco past Florida, 4-3, in the finale of a three-game series. Giants walk off on Gregg's wild pitch Giants beat Marlins on wild pitch in 9th inning Publ.Date : Thu, 21 Aug 2008 23:33:45 GMT My Super Sweet 16: The Miley Cyrus Edition - E! Online
E! Online - Miley Cyrus is about to show up all those spoiled brats on My Super Sweet 16 who think they're cool being flown to their party by helicopter or when they're carried in like a princess by a group of hot dudes. Miley Cyrus to Celebrate Turning 16 at Disneyland Miley Cyrus Sweet 16 Publ.Date : Thu, 21 Aug 2008 20:21:48 GMT UPDATE 1-Microsoft enlists Seinfeld for ad campaign--source - Reuters Reuters - By Steve Gorman LOS ANGELES, Aug 21 (Reuters) - Comedian Jerry Seinfeld will star in a $300 million marketing campaign for Microsoft Corp aimed at burnishing the image of its computer operating system, a person familiar with the effort said on Thursday ... Jerry Seinfeld and Bill Gates to star in anti-Apple ads Seinfeld to be pitchman for Microsoft Publ.Date : Thu, 21 Aug 2008 21:27:28 GMT Hillary Clinton's Staff Looking to Avoid Embarrassing Anti-Obama ... - FOXNews
FOXNews - Hillary Clinton's staff is trying to avoid an embarrassing anti-Obama demonstration by her supporters during the floor vote at next week's Democratic convention in Denver. Clinton Will Attend Fund-Raiser for Towns Clinton for VP? She Says Ask the Obama Campaign Publ.Date : Thu, 21 Aug 2008 23:15:16 GMT GM to Invest $500 Million To Build Chevy Cruze - Wall Street Journal
Wall Street Journal - By KATHY SHWIFF General Motors Corp. will spend more than $500 million in the US to build the Chevrolet Cruze, a next-generation compact car. GM announces $500M investment for small car GM to invest $500 million in small car plant Publ.Date : Thu, 21 Aug 2008 21:10:12 GMT IAC Officially Breaks Up - Wall Street Journal
Wall Street Journal - By DAVID BENOIT and KATHY SHWIFF IAC is left as a collection of more than 35 Internet companies -- including search engine Ask.com, dating site Match. IAC: And Then There Were Five Diller's IAC Split May Fail to Boost Investor Returns (Update2) Publ.Date : Thu, 21 Aug 2008 23:17:40 GMT Web Site Traffic |
PARLOT::Ebooks, Scripts,
Websites, and more... There are many simple, infallible ways to earn income, and... Read More For the last several months I've been collecting and organizing... Read More You know that using testimonials can help persuade your website... Read More I have learned over the years that when it comes... Read More Do you want to learn two proven niche marketing business... Read More Question: Can you guess the cheapest way to make a... Read More Multimedia here and multimedia there. Is it just a flashy... Read More Think about something Bill Cosby said and ask yourself "how... Read More I just got off the phone with Michael Fortin, one... Read More When you make your living on the Internet, you sometimes... Read More Database Marketing is the gathering and storing of specific information... Read More The number one concern for Internet sales is your marketing... Read More A few things I've learned about doing business on the... Read More As a Work at Home Business you need to have... Read More What I'm about to explain to you will change to... Read More Internet marketing by definition is "the use of the Internet... Read More There is one piece of software that is always going... Read More Weblogs and Podcasting in the Marketing MixIt is rare that... Read More The idea of paying $1000 for a marketing package to... Read More When I first started my internet home business, I realized... Read More Like many other useful toolbars out there so is the... Read More "There is difference between knowing the path and walking the... Read More And you are so proud of it. You have no... Read More Everyone is talking about blogs these days as the magic... Read More What is the secret to selling online? This is a... Read More
Adsense
websites
A Couple Of Basic Killer Internet Marketing Techniques
The Internet F-Word
Website Marketing: 10 Smart Tactics To Make Your Online Testimonials More Credible
To Survey Or Not To Survey
How To Profit From HOT Niche Markets - Every Time!
Add-on Sales - The Key To Success On The Web
How Can Multimedia Work For You?
From Niche Marketing to Fragmentation
Improving Your Conversion Reduces the Need to Constantly Promote Your Sites
My Top 7 Favorite Ecommerce Tools
How To Use Database Marketing To Skyrocket Your Online Profits
The Internet Marketing Pie: Slice It Up Right or Lose
A Few Things I?ve Learned About Doing Business On The Internet!
E-Mail Accounts For Your Home Based Business
How To Use Pop-Ups Effectively To Generate More Profits!
Internet Marketing - You Have to Give a Little to Make a Little
The Most Powerful Niche in the World and How You Can Always Profit from It
Weblogs, Podcasting, and RSS Newsfeeds in the Marketing Mix
Are You Running Your Online Business On Half Empty?
Guide To Free Advertising
The Google Toolbar & Search Engine Optimization
The Deadly Sin Of Inaction
Your First Web Site
Blog and Ping ? A Search Engine Traffic Bonanza
Secrets To Successful Selling Online
Affordable and Reliable Web Hosting Starting at $4.49/Month
Stepping Outside the WAHM Zone
Often times on message boards you'll see several reps from... Read More
I Hate Asking for Referrals! ? 6 Proven Methods for Getting a Flood of Referrals Without Asking
Yes, I admit it - I hate asking for referrals... Read More
How To Cheaply and Powerfully Reposition Yourself On the Web
It goes without saying that all of us would like... Read More
Free For All Sites: How They Can Actually Help Your Business
Anyone whose been marketing online knows that generating leads can... Read More
Writing Your Own Entrepreneur Success Story
The world of entrepreneurship is a difficult one full of... Read More
How You Can Acquire Exclusive Rights To Products; Part 1 of 2
If you have a marketing business, chances are you get... Read More
Cut Out the B.S. in Your Internet Marketing
Are you getting disgusted with your results as an internet... Read More
Online Sales: 10 High Octane Online Sales Generators
Do you want to spark up sales at your website?If... Read More
A Better Mousetrap
Conventional wisdom says find a niche. Don't go where the... Read More
Four Steps To Eliminate Frustration and Turn Your Online Failure Into Internet Success
OK, you've been bustin' your butt trying to make money... Read More
The Power Of Viral Marketing
You certainly know by now that the term "viral marketing"... Read More
The Fun and Ease of Online Shopping vs. The Brick and Mortar Option
When my sister and discussed our shopping plans this year... Read More
Starting an Ad Campaign
Developing an ad Campaign for the Startup E-businessOnline advertising has... Read More
Boost Your Sales Copy With One Simple Tweak
Do you want an amazingly simple trick to move far... Read More
How To Be A Web Entrepreneur With No Capital
With the advent of the technology age, the Internet has... Read More
The 2 Best-kept Secrets Of The Internet
It's a difficult creating a website that brings you business.... Read More
Five Proven Methods for Internet Marketing Success
There are hundreds of ways that you can promote your... Read More
3 Simple Steps for Revealing Marketing Secrets of the Experts
Learn the easy method I use to reveal marketing secrets.... Read More
The 9 WORST Internet Marketing Mistakes
Have you ever wondered how can you possibly figure out... Read More
Secrets to Business Success on the Internet
Secret Number One: The Key Is A Niche MarketIdentifying a... Read More
Internet Marketing: 10 Blazing Internet Marketing Secrets To Sky-Rocket Your Profits
Your turn to succeed has come.I am happy to offer... Read More
The Biggest Internet Marketing Mistake Victorias Secret Will Never Make
Victoria's Secret has about 1500 retail stores, a world class... Read More
Wealth Is Around The Corner
There are so many simple and achievable ways to make... Read More
How To Be An Internet Marketing Champion
How bad do you want to make money on the... Read More
The 2 Step Lead Generation Machine
Cold calling doesn't work, it's no fun and often you... Read More
Internet Marketing |