Electronic Marketing (EM) is the application of a broad range of information and communication technologies for:
• Transforming marketing strategies to create more customer value through more
effective segmentation, targeting, differentiation, and positioning strategies;
• More efficiently planning and executing the conception, distribution,
promotion and pricing of goods, services, and ideas; and
• Creating exchanges that satisfy individual consumer and organizational customers’ objectives.
– Electronic Marketing (EM) is the result of
information and communication technologies applied to traditional marketing. EM
affects traditional marketing in two ways.
• First, it increases efficiency in traditional
marketing functions.
• Second, the technology pf EM transforms many
marketing strategies.
The transformation results in new business models
that add customer value and/or increase company profitability.
– Forms of Electronic Marketing (EM)
• Telemarketing is the use of telephone and call
centers to attract prospects, sell to existing customers, and provide service
by taking orders and answering questions. For example, Tele brands, TVC, Asian
Sky Shop sells their products through telemarketing.
• Database Marketing is the development and
maintenance of stakeholders data by the company so that the latter can
communicate with the former in case of sending any urgent information or
providing a service or offering a new product.
• Internet or Online Marketing
E-mail Marketing is the process of sending the
product details, advertisements, information and a new product or feature, or a
new offer to the selected or listed customer through email. In this case at a
time the information can be sent to many customers through a single click of
the email send button.
- Viral Marketing is the online equivalent of word of mouth. When individuals forward e-mail to friends, co-workers, family, and others on their e-mail lists, they are using what we like to call word of mouse or more commonly known as viral marketing.
- Search Engine Marketing is the new trend of marketing a product or service through online advertising. For example, when people search anything on Google, the reputed search engine then some search related ads are shown at the right hand side of the web page. A customer may search the prospective companies ads by typing a search keyword in Google search box and clicking on the search button, read carefully the message of the ad and still then buy any product from the concerning web site of the targeted or displayed ads.
Affiliate Marketing is the process of selling or advertising the products of another company. In this case, the owner company gives an affiliate link to the marketing company or individual and the latter promotes the link through any of the aforesaid form of online marketing and when a product is sold the latter is entitled to a commission which is given through automated online banking system.