Yesterday, marketing is only applicable on broadcast media, print media, and outdoor media.
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
- creative concepts
- digital channel strategy
- sysems architechture
- digital prototyping
- usability testing
- software evaluation workshop
- 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.
