This essay is a critical evaluation of the strengths and weaknesses of E-marketing.
With the current developments in the Information Technology sector, it has become possible for businesses and organizations to conduct their businesses over the internet, a process that can be referred to as E-commerce (Hanson, 2000). This is facilitated by the accessibility of personal computers among the world’s population with internet connection which interfaces the suppliers with their customers through interactive websites, which enables the customers to make orders as well as to compare and to contrast the services offered by different vendors. Through their websites, the businesses are able to generate attention through the use of graphics that depict the true nature of the businesses for example by including photographs of the business premises, some of the products sold as well as the management teams among other important aspects of the business which may be helpful in building confidence in the buyers on the services offered (Reynolds, 2004). These help to create a picture on the customer’s mind on the credibility of the business, reason being that photographs communicate more on the image of the organization.
Creating awareness is the main importance of advertising (Haegele, 2001). Through the internet, this goal has been achieved by businesses, which have exploited the global market at a cheaper price than the other media of advertising such as the yellow pages, through the mass media i.e. news papers and radio as well as Television etc. It is estimated that the price of creating a website is cheaper than the price of advertising on the yellow pages thus making it affordable to all types of businesses (Brown, 2006). With thousands of potential customers around the world using the internet for other purposes such as research, sending and receiving e-mails as well as communicating through chat rooms and entertainment, internet advertising offers the best