E-Marketing

E-Marketing

Definition of E-marketing

E-marketing is managing the 4-Ps (product, price, promotion, and place) in a global “e-marketspace” instead of in a marketplace.

E-marketing uses digitalisation and connectivity in a global marketspace to..
- satisfy customers and network partners,
- accomplish organizational objectives, and
- behave responsibly.

Eight steps of e-marketing (the way to replace the physical and analogue transactions with digital.

1. Attract customers.   Promotion.   ASP that direct traffic to your website.
2. Inform.   Give information.   Customers need to be served a relevant content.   What is the product?   Must inform them of relative price, quality and performance (value map).   Where to buy.   Benefits. Product designs.   Availability.   Warranty.   After sale service.   How to use it.   Company history / profile.
3. Customize.   The configuration is the way to make the product as the customers want.   ASP provides configuration program.   Will ask the customers some questions and come up with right specification.
4. Transact.   A company provides transaction. Ex. Cybersource Payment can verify credit card in a few seconds.   Guarantee security.   Then, might ask you whether you want a credit account plus interest or not.   And send you to the next step.
5. Pay.   Ex. eCredit.com.   Can choose to pay on credit account.   Usually give you more credit than you ask to hook you for future visit.
6. Interact.   Give you the tracking number.   When you can expect the delivery.
7. Deliver.   (only physical step).   Rule-of-thumbs: delivery in 2 or 3 days.
8. Personalize.   Each time you visit the website, the program recognises you.   Connect you with products or website of your taste.  

Characteristics of e-marketing (Customer buys a package, not part of it).

1. Direct contact with customers.   Ex. Website.   Even not face-to-face, but can e-mail or SMS.
2. Outsourced infrastructures.   Ex. softwares.   Lots of partners to do information,...