How E-Marketing Impact on Marketing Area - Essay Example

How E-Marketing Impact on Marketing Area Introduction The growth of electronic marketing is one of the most influential, and essential patterns in the field of information and communication technology as well as marketing and business. The trend remains part of these fields over the past ten to twenty years. E marketing continues to revolutionize ways through which businesses carry out their promotional activities. The development of social media platforms provides the possibility to expand the manner in which business organizations and their interaction with consumers in future business environment. This discourse delves in to the analysis of the influence of e marketing on the business environment and the entire business as well. In carrying out the evaluation, the paper follows three comprehensible parts. Defining the concept of electronic marketing is in the first section the discourse giving room for evaluating ways through which e marketing contributes to the efforts by business institutions reaching their target market segment. Finally, the author of the paper outlines some significant merits and demerits of e marketing. The author argues at the end that the influence of e marketing remains largely positive so far. Situations exist where internet marketing develops to the degree of particular business institutions generate income by making comparisons on various websites commonly referred to by scholars and players in the marketing industry as comparison websites. Such companies do not have their distinct products. E marketing overcomes the challenges posed by the contemporary nature of the current business environment to offer new and exciting opportunities that support the growth and development of businesses. The Concept of E-marketing Defining the concept of internet marketing is core to understanding ways through which e-marketing influences businesses as well as explaining the relationship between business organizations and their clients (Angehrn, 1997, p. 14). Therefore, vivid definition of the ideas of internet marketing appears first in this discourse. Scholars among them Patricelli hold that it is appropriate to apply the terminology e marketing in referring to the broad range of internet-related operations and activities (Patricelli, 2002, p. 139). The activities consist of consumer communication, web development and promotion, newsgroup adverts, and electronic mail marketing and many more. Nonetheless, the terminology continues to develop enormously over time and due to the growth and development of technology and presently, it incorporates various activities with the application of the social media to reach the target audience being one of the most essential features. On the other hand, Pride (Pride, 2010, p. 67) takes an all-inclusive definition that encompasses the new developments. According to him, the concept of internet marketing refers to the intentional process of building, supplying, promoting, as well as pricing of commodities for a specific segment of the market considered in the virtual environment of the internet. Important Digital Strategies: Race Steps Step: 1 Reach It is easier to comprehend internet marketing as big concept that continues to develop and in the process gains additional areas over time and as technology continues to advance (Lebson, 2011, p. 74). Changes in technology include among others development of Smartphone, the iPod, and tablets. Therefore, a clear understanding of electronic marketing should include references to development, distribution, communication, and pricing of commodities across the whole of the internet as well as the broad range of platforms that entail the internet in the current business environment. Ways through which e marketing helps business reach the customer-environment Businesses rely on internet marketing to reach their target audience in many different ways. According to Boone (Boone, 2011, p.104), the internet provides business organizations with an opportunity to reach their potential clients in a myriad of ways that remain unique in their capacity. However, Boone identifies the global reach of the consumers is the most important of all the means. Step 2: Act The internet removes geographical barriers, safeguards, and limitations of businesses in various nations and in the process offers all business organizations including smaller ones a platform to reach millions of audiences. This explains why scholars and businesspersons consider internet marketing connecting with a wider force offered by economic globalization inextricably. Economists look at this relationship as being behind the enhancement of the state-nation and the increase in power of actors without state relations among them multinational corporations (Ebling, 2001, p. 73). Businesses benefit immensely from the presence of internet connection all over the globe because it offers them a chance to reach their target audience anywhere in the world at any time. Through the internet, businesses can promote their products and services, attract, and retain clients. The capacity of internet marketing to further personalized promotional activities provides another opportunity for business organizations to reach their consumer base in entirety. Step 3: Convert Businesses are able to meet customer requirements such as tastes, designs, sizes, packaging layout, and preferences because of the medium of interaction offered by the internet. The most essential long-term achievement of internet marketing remains the ability to offer businesses an opportunity to produce goods and services that meet specific customer preferences. Analysts aver that business companies have the capacity to gather information important in making products and services that satisfy customer tastes. The internet also provides relevant search engines in ways that attract consumers automatically. Companies can use the sites to display products that attract clients or people close to potential clients. In addition to the sophisticated promotional techniques, other websites including the Amazon continue to make major strides in the process of personalizing content to specific users. Chaffey (2009, p. 32)puts forward that Amazon stands as the most known platform that welcomes the user with its brand name apart from giving for visitors to give feedback through their electronic mails. They allow clients to present their views based on their previous purchases. Step 4: Engage Other scholars hold that internet marketing provides other essential means for companies to reach their target audiences including the application of interactive marketing and incorporated promotional activities (Rana, 2009, p. 115). They define interactive marketing as a form of promotional activity that the buyer-seller communication abilities drive advertising exercise. Furthermore, the client dictates the quantity and type of information on the market. However, integrated or incorporated marketing constitutes a form of marketing policy where the whole communication and promotional efforts combine in the process of developing a unit and consume-centred promotion activity. Therefore, internet marketing provides a wide range of means through which businesses reach their target audience. The value for internet marketing Professionals attach a number of advantages to electronic marketing that contribute to making internet marketing techniques as well as policies attractive to most business organizations. The first of the merits of internet marketing revolve on the speed and cost (Jones, 2008, p. 41). These two features set e-marketing apart from the rest of the marketing methodologies. Businesses take into consideration the cost-benefit ratio and the speed at which products and services reach the market while choosing to promote their commodities electronically. The advantage becomes greater when considered in the context of large businesses using little amount of money on the budget to promote their products and services online. Comparisons exist when companies have to choose between marketing their products on television and in the radio over the internet (Avery, 1997, p. 78). Simply, the internet costs do not have competition. Small internet marketing campaigns are cheap but further costs develop when businesses have to carry out other large-scale promotional activities. The capacity of e-marketing giving room for companies to receive a feedback on what they offer apart from using various ways to market their commodities adds to the advantages that make this medium of promotional activities reliable (Facebook, 2011, p. 19).The marketing through the internet is charged with the responsibility of managing promotional activities. The company must therefore, comprehend that the business and the organization are synonymous (Eichhorn, 1997, p. 28). The effectiveness of an organization is defined by the degree with which it achieves the set targets. Well-managed marketing are central to the quality of products and services produced by an organization and efficiency of the work. Businesses are the primary sources of improvement in any organization (Armstrong, 1999, p. 17). Miss Cutter must understand that the marketing through do not only hire employee’s skills but the same employee has the other characteristics not related to the knowledge and skills but affect the quality of work. The marketing team has a duty to ensuring that the organization is effective by enhancing cooperation among the business. It also has to make sure that the business are committed and satisfied as well. A good organizational structure is a form of motivation to the business. It develops a positive emotional response to the job among the workers (Steer, 1982, p. 154). The type of work, promotion chances, co-workers, pay and supervision is some of the factors that business emotionally respond to show whether they are satisfied or not. The marketing team must make sure that there is a link in all these factors. Lack of job dissatisfaction reduced the organizational commitment (Edwards, 1998, p. 38). Such scenarios will lead to a high turnover of business. Companies need efficient marketing channels and this is duty of the marketing through management (Steer, 1982, p. 56). An efficient marketing option has a very strong desire to continue being a member of an organization. It is an asset to the company because he has belief in the values and goals of the organization (Evans, 1986, p. 37). The marketing team deserves to know that a committed employee accepts and identifies himself with the values and goals of the organization, he works without supervision and he never things about quitting the job. The advantage of organizational commitment is that it is visible. It appears through the actions of business, the magnitude of commitment levels of business and the efficiency output. The appropriate behaviours that business ought to have to work effectively are known as competencies. A competent framework entails a structure that defines and lays down the employee competency. The marketing through must operate within a specified framework in order to view business and organizations as being synonymous. The marketing team must develop better working environment and terms for the business to be effective at work (Meyer and Allen, 1997, p. 75). The aim of the company as Miss Cutter put it is business. However, people conduct the business. In other words, marketing through must have what will make the business to do their work effectively. This begins with appreciating that businesses are human and not just tools (Northcraft and Neale, 1996, p. 31). The team should then proceed to put the right structures. Following these basics will determine the competence of the marketing team framework. 5s Methodology Sort Business organizations get the opportunity to comprehend significant insights into the promotional activities because of the capacity to gather information in addition to the ability to assess the same information with particular focus on the customers. Straighten Businesses also incorporate this ability into its entire strategy (Ginovsky, 2001, p. 8). Situations exist where internet marketing develops to the degree of particular business institutions generate income by making comparisons on various websites commonly referred to by scholars and players in the marketing industry as comparison websites. Such companies do not have their distinct products. Instead, they provide a service within the industry where they offer products listings, store ratings, consumer evaluations, as well as personal shopping highlights providing options to the buyers interested in online shopping. Shine Comparisons offered by these sites include Money markets, Go Compare, and Compare the market (Asia Business, 2000, p. 8). After the development of frameworks, these businesses rely on gathering consumer information in addition to making use of the search engines effectively. Comparison websites are some of the purest examples of internet marketing available in the marketing industry today. It is because all their business activities revolve around efficient electronic marketing to reach the target audience. Standardize The use of software programs and automation add the cost advantage to the businesses that rely on internet marketing. Sustenance Furthermore, electronic promotion of products and services gives room to the businesses and clients to interact faster compared to using traditional means of marketing. Conclusion This discourse clearly demonstrates that internet marketing influences businesses in various ways that remain essential to businesses. Effective use of e-marketing as well as implementation strategies allows the businesses to reach their target market segment using low costs and with speed. It is because it offers information on various commodities. Marketers also get the opportunity to gather information relating to consumer base appearing difficult to access because of ineffectiveness of the traditional means of communication. The internet eliminates geographical barriers, safeguards, and limitations of businesses in various nations and in the process offers all business organizations including smaller ones a platform to reach millions of audiences. This explains why scholars and businesspersons consider internet marketing connecting with a wider force offered by economic globalization inextricably. The marketing team deserves to know that a committed employee accepts and identifies himself with the values and goals of the organization, he works without supervision and he never things about quitting the job. 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