This week, through our glasses we will explore two notions : E-marketing and Marketing Research
Internet marketing and E-marketing, is there any difference ?
E-marketing is an alternative word for Internet marketing. Dave Chaffey defined this notion as the achievement of marketing objectives through applying digital technologies such as websites, email, wireless, mobile, cable or satellite. Smith and Chaffey (2005) agreed to say that E-marketing is a profitability tool in order to aim marketing objectives. In other words and related to marketing, E-marketing is the way Internet and all new medias could be used in order to :
• respond to customers’ expectations
• deliver services
• satisfy their expectations combined with the advantages such as the speed, easy access and so on…
How essential is the E-Marketing for companies ?
The Internet is the third media consumed after TV and Radio and predicted as the longer media used per hour in 2020. With the globalisation process, a company is faced to multitude of interrogations : How my company could be locally and internationally known ? How to differentiate from my competitors ? Strauss and Frost explained that the use of new technology has resulted to new business considerations such as customer value development, longterm customer relationships and the growing of company profitability.
The importance of E-marketing for companies depends foremost on the nature of the product or service provided to the customers. An example of this would be the chocolate company Cadbury's most of its sales are accomplished “off line”. The creation of their website is mainly to inform consumers about the origin of its products.
Therefore, few organizations anticipate this changing media consumption and develop an E-strategy. This is the case of the low cost airline company EASYJET was the precursor and mainly developed their offers via Internet. Internet is part of the customer journey and its strategy is successful due to the fact that that 95% of tickets sales is transacted through the website.
The importance of developing an effective e-marketing strategy is indicated by Michael Porter (2001) who has said : “The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.” Besides, The Hotelier Marketing manager, Neil Salerno discerned also the pertinence of E-marketing especially for the Hotelier industry detailed in the link below.
The advantages of E-marketing for companies are largely detailed by Smith and Chaffey. They compiled under the 5 S.
• Sell
• Serve
• Speak
• Save
• Sizzle
Why Marketing research is relevant to E-marketing ?
The use of E-marketing does not necessarily in a company success. In fact, the employ of marketing research is relevant. McDaniels and Gates defined a marketing research as the means and methods which link the consumer to the marketer through information. Marketers, like doctors, collect information by studying consumers deduce, analyze and communicate what actions a company should take to understand and respond to their consumers. (Brassington, F. and Pettitt, S., 2006) By defining and determining exactly what customers’ expectations it will be easier and more efficient to create a competitive advantage from others. Marketing research also completes the marketing definition provided by the Chartered Institute of Marketing. In fact, companies do not only respond and satisfy customers’ needs and wants but also retain them. For instance the multinational information technology corporation DELL, based its success by sending after purchasing email in order to know if the product bought was convenient.
Marketing research therefore encourages E-marketing to :
• Develop their Interactivity
• Be more personal
• Be Better integrated
E-talks-2U looked at :
Smith PR and Chaffey D (2005) Emarketing excellence at the heart of E buisieness 2nd edn Butterworth.
Strauss J. and Frost R. (2008) E-Marketing, 5th edition
Brassington, F. and Pettitt, S. (2006) 4th edn. Principles of Marketing. Harlow: FT Prentice Hall
http://www.onwindows.com/Articles/Simplifying-online-shopping/4586/Default.aspx
http://neohumanism.org/e/e_/e_marketing.html
http://www.lvtsg.com/imho/2010/02/hoteliers%E2%80%A6what-is-your-emarketing-proficiency/
http://www.journaldunet.com/economie/magazine/classement/les-plus-grandes-compagnies-low-cost-europeennes/1er-easyjet-2-41-milliards-d-euros-de-chiffre-d-affaires.shtml
