e-marketing issues

E-MARKETING STRATEGY

E-marketing is an effective tool to establish and strength the corporate brand image . The brand relation can be strengthened by online presence (through website and services ) with an aim to retain the customers and eliminate the price factor . More and more people are using net which is creating great potential for online business . A brand expressed the hopes and expectations of customers . The online presence of an established brand also requires such criterions where customers expect some thing different than every day website . For an well known brand , it is

not just dumping information online , but establishing communication telling the visitors clearly what is company about and what it stand for ? Pepsi is successful in conveying that image . Its website HYPERLINK "http /www .pepsi .com " www .pepsi .com is filled with many innovative features to capture the attention of visitors

The E-marketing strategy is based on the similar principals as traditional marketing 4P 's (Product , Price , Promotion and Position however online marketing needs some additional

's (People , Process , and Proof . E-marketing is the extended form of traditional marketing requiring the synthesis of the following factors Personalization Privacy and Security , Customer Service , Site , Sales Promotion . These functions allow managers to further their businesses online (a ) Personalization

The basic concept behind the personalization is to understand a certain customer and establish relation . Thus the vital issue is to gather information about customer and then develop personalized products and services . For example Amazon asks the customers to make an account where customer provides information about themselves . Based on this customer information , every time a customer logs in , products related to customer interests automatically pops up . This strategy works two ways it allows the marketers to target individuals on personal level and on the other hand it allows individual customers to go no further , but find product right in front of their eyes (b ) Privacy and Security

Privacy is related to personalization . When businesses gathers information and store this customer information the crucial issue is to make it safe . A major task of e-marketing strategy is to develop policy or guide lines for gathering information and keep this information private and confidential . Another crucial issue is security . Any transaction performed on the websites becomes the responsibly of the business and to ensure that no outsider is able to access the information . Thus a wise marketer will convey clear and convincing the customers that their provided data is safe hands (c ) Customer Service

Like any traditional business , customer service is an essential part of e-business . Good customer service is a key to gain loyalty form the customers . Compared to traditional service online shoppers can come from anywhere in the world with different time zones providing 24 /7 customer service in crucial . One example is precisionreservation .com which provides online (hotel ) booking to travelers . The booking is done automatically , while the copy of booking is sent via email . In case of any question , live support is available 24 /7 through online customer service...