Is E Marketing An Integral Component Of Strategic Marketing?

1909 words - 8 pages

E-marketing is virtually conducting marketing activities through interactive computer-aided systems. Indeed unheard about two decades ago, this sufficiently new field has interested lots of organizations around the world. Enormous multinational corporations, government agencies and other different enterprises have come to position e-marketing as an essential strategic tool.
Nowadays many well-built huge companies such as IKEA link their Internet approaches to their more traditional marketing efforts, whereas some relatively new launched businesses as Amazon and Egg have selected for e-marketing approaches more or less exclusively, using all new tech tools as for instance ATMs, retail kiosks, e-mail and iTV, countless organizations and institutions are turning to e-marketing strategies throughout the globe.
E-marketing concept is sufficiently advantageous as it is faster, more efficient, more intelligent and much cheaper than other marketing mechanisms. Besides e-marketing is the sphere which leads to quick results, allowing complex calculus such as to analyze request and market development. Access to new market segments and attaining the trust of existing customers and loyalty through quality and price of products is mainly because of e-marketing campaigns. For marketing, the effect of the Internet has led to major modifications in company culture; the classical hierarchic model leadership has disappeared, radically has altered the relationship between partners, and has the lack of economic cycles.
The Internet allows companies to increase and strengthen their presence on the market, offers possibilities for market development and increases sales, improves services for customers, allows companies to change a potential customer into an active one, facilitates information transfer, and their fast updating, essential economy, increased safety, equal possibilities and the control over informational flow. Currently the majority of manufacturers, intermediaries and marketing experts use direct marketing through their own web sites. On the global market, customers can be found anywhere in the world hence products offered everywhere on special e-commerce sites and the process of distribution is controlled by virtual sales.
Digital commerce provides individual marketing – that is fitting the product to each individual customer. The customer need only surf the web site and clarify the characteristics of the selected product. Its features are unique compared with other types of marketing; its confrontation is replaced by relationship; it is interactive, it is directly focused towards the customers, without intermediaries; it is the machine of IT networks based on information; it is worldwide, but it centralizes on individual customers, it is fast, it has low transactional and communication expenses, it works in the world without distances and it is accessible 24/7. While companies will adapt their general marketing strategies to the interactive...

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