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, but there is one thing on which there is no doubt - that e-Marketing first appeared in the form of various techniques deployed by pioneer companies selling their products via the Internet in the early 90's.

frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension to what we knew as Marketing: e-Marketing (electronic Marketing ).

There are many definitions of what is e-marketing, the simplest and shortest one formulated Mark Sceats: e-marketing is marketing that uses the internet as a medium manifestacije.Radna definition is that it comes from a group of Cisco experts:. E-marketing is the sum of all business is transacted over the Internet with the aim of finding, attracting, winning and retaining customers

e-marketing strategy

e-Marketing Strategy is normally based and built on the principles that govern the traditional, offline Marketing - the famous 4 P (Product - Price - Promotion - Positioning) that form the classic Marketing mix. Add an extra 3 P's. (People - Processes - Proof) and you have the whole extended Marketing mix

So here there are many aspects as opposed to e-marketing from traditional marketing performs Re: extended marketing mix (4 + 3 P) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness range of specific functions, relational functions, that can be synthesized in the 2P + 2C + 3S formula:. Personalization, Privacy, Customer Service, Community, web, security, sales promotion

These 7 functions of e-Marketing stay at the base of any e-marketing strategy and have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, works on all situational functions of mix (the classic 4 P) and to each other.

1 Personalization

the fundamental concept of personalization as a part of e-Marketing mix lies in the need to recognize, identify individual customers in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on an individual level and gather all possible information about them, with the aim of knowing our market and be able to develop customized, personalized products and services.

For example, a cookie strategically placed on the website visitor that the computer can tell us vital information about the access speed available: a consequence, if we know a visitor uses a slow connection (eg dial-up) we will offer in smaller quantities variations on our web site, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience at our web site and he will be prevented from leaving the web page of the reason that it takes too long to load pages.

personalization can be applied to any component of the marketing mix,. Therefore, it is moderating the

2 Privacy Policy

Privacy is a mix element associated with the previous - personalization. When we collect and store certain information about our customers and potential customers (therefore, when we personalization of the e-Marketing mix) a key question arises: that the way this information will be used, and the koga.Glavni task to do when implementing e-marketing strategies is that creating and developing policies on access procedures for the information collected.

This is a duty and a must for any conscious marketer to consider all aspects of privacy, and data were collected and stored, data about individual persons.

Privacy is more important in establishing e-Marketing mix since there are many regulations and legal aspects to consider regarding the collection and use of this information.

3 Service

Service is one of the necessary and required activities among the support functions necessary to carry out situations.

We will link the occurrence of the process of customer service for the inclusion of "time" parameter in transactions. When switching from a situational perspective, relational, and e-Marketing is mostly based on relational perspective, the marketer saw himself somehow forced into considering support and assistance to non-temporal level, permanently, over time.

For these reasons, we should consider the Customer Service function (in the fullest and largest definition) as an important one in e-marketing mix.

As we can easily understand, the services (or help you if you like) can be performed on any element from the classic 4 P, hence its moderating character.

4 Community

We can all agree that e-Marketing is conditioned by the existence of this impressive network that internet.Samo existence of such a network implies that individuals, as groups will eventually komunicirati.Skupina persons acting for the common goal is what we call "community" and we will soon see why it is absolutely important to attend, be part of the community.

Metcalf law (named after Robert Metcalf) states that the value of the network provides a number of its components, namely the value of a network equals the square of the number of components. We can apply this simple law of the community, since the network: we will then conclude that the value of a community increases with the number of its members. This is the power of community, which is why we must be part of

Metcalf law (named after Robert Metcalf) states that the value of the network provides a number of its components, namely the value of a network equals the square of the number of components. We can apply this simple law of the community, since the network: we will then conclude that the value of a community increases with the number of its members. This is the power of community, which is why we must be part of

Interactions among members of this community can address any other functions of e-marketing, so that they can be placed next to other moderating functions.

5 Site

We have seen and agreed that e-Marketing interactions take place in the digital media - the Internet. But such interactions and relations also need a proper place, will be available at any time and from anywhere -. Digital location for digital interactions

This position is what we call "pages", which is the most common name for it. Now is the time to mention that the "website" is just a form of "web" and should not replace or be seen as synonymous. "Place" can take other forms too, such as Palm Pilot or other handheld device, for example .

This special place, accessible by all types of digital technology is moderating all other functions of e-marketing -. It is then moderating the

6 Security

"security" function emerged as the essential functions of e-marketing once the transaction has begun to transact through the Internet channel.

What is needed to keep in mind as marketers are the following two questions about security:

- security during transactions on our web site, where we take all possible precautions that third parties will not be able to access any part of the development of the transaction;

-. Security of data that is collected and stored, about our customers and visitors

honest marketer will have to take into account the possible causes of further trouble and cooperate with the company's IT department, in order to formulate convincing (and true, honest!) Messages to users that their personal information is protected from unauthorized the eyes.

7 Sales Promotion

At least but not last, we must take into account sales promotions when we build e-marketing strategies. Sales promotions are widely used in traditional marketing, as we all know it, 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 opportunities and new approaches for developing an effective plan to encourage

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 sum up, we saw that e-Marketing implies new dimensions to be considered other than those inherited from traditional marketing. These dimensions revolve around the concept of relational functions and they must be included in any e-marketing strategies in order for it to be effective and deliver results.