E - MARKETING

            

Yesterday, marketing is only applicable on broadcast media, print media, and outdoor media.

 But today, marketing had empower the world of internet. Thus, many business establishments had adopted the use of internet in marketing which is called E - MARKETING.

E- marketing encompasses all activities involved in introducing and/or creating products or services and in promoting them online, in understanding the needs and wants of your target customers and in establishing relationships with them. E- marketing is the next step in conducting business on a global scale. It brings marketing into a higher level than the traditional. According to Strauss and Frost (2001), e- marketing affects traditional marketing in two ways: First, it increases efficiency in traditional marketing functions; Second, the technology of e- marketing transforms many marketing strategies. The transformation results in new business models that add customer value, enhance stakeholder equity, and increase company profitability. The evolution of marketing to e- marketing got much wider target coverage.

To be successful in a business online, Don Sussis, an e- commerce advisor and business consultant, recommends the ELECTRONIC ENTERPRISE DEVELOPMENT PLAN or the E-ROAD map that was developed by Michael Carter of the U.S interactive. It consists of three phases: Innovation, Validation, and Launch.

Innovation Phase

• business case
• knowledge audit
• customer care audit
• enterprise architecture audit
• brand audit
• channels audit
• competitive analysis
• digital brand positioning strategy

Validation Phase

• creative concepts
• digital channel strategy
• sysems architechture
• digital prototyping
• usability testing
• software evaluation workshop 

Launch Phase

• development implementation plan
• enterprise design and development
• custom software development
• custom commerce solutions
• enterprise software implementation
• systems integration
• media plan
• media placement and tracking

E-marketing is as complicated as the traditional marketing which requires critical thinking and thorough analysis, and follows a step-by-step process.