 | Developing an effective e-marketing strategy is an integral aspect to a business or organisation; this is indicated by Michael Porter (2001) who stated: “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“. | |
In order for an organisation to successfully deploy e-marketing applications, it must be able to integrate all aspects within the traditional marketing processes and activities of the business “utilizing existing and emerging communication and data networks” (Watson et al., 2002), whilst also grasping a fundamental understanding on how to implement e-marketing successfully within the modern environment, such as the technological applications involved.
If a business manages to adopt e-marketing effectively it may provide numerous benefits to the organisation, “The primary advantages of e-marketing is reducing costs and enhancing reach.” (Sheth et al., 2005). The internet permits an organisation to exploit a global reach, extending its marketing message to any consumers worldwide who possess access to the internet, bringing opportunities to find and access new markets that would otherwise be inaccessible through traditional marketing methods.
As stated by Sheth et al, (2005) “E-marketing platforms can allow transactions between customers and firms that would typically require human contact as in the case of successful firms such as Dell and amazon.com”. Consumers interaction is also another key element of e-marketing. It consists of permitting results obtained to be measured, whilst provding detailed information to be obtained including feedback. E-marketing also permits methods of “personalisation“, whereby a company may analyse data relating to purchase preferences, producing one-to-one content or offers bespoke to the individual consumer.
Additional benefits of e-marketing are inclusive of, faster cycle times and enhanced conversion rates due to the potentially short time period between viewing and purchase, twenty-four hour marketing, providing constant exposure between the business, it’s products, and consumers.
The Importance of e-marketing modules/degree in higher education
With the evolution and introduction of e-marketing as a commercially viable technique for mass communication of a personalised nature, by both businesses and target consumers, educational institutions are obligated to increase the degree to which they provide and promote courses or modules related to this topic.
In the 21st century a greater number of businesses are adopting techniques such as e-marketing in order to reach modern consumers, and differentiate themselves from traditional marketing methods over saturated by a large number of organisations.
As such demand for these skills has evolved to occupy a more central role within an organisations marketing strategy. This in conjunction with the academic development of principles and methodologies surrounding the topic of e-marketing has resulted in increased demand for such skills. Therefore institutions of higher education may gain substantial custom from the provision of a greater number of E-marketing related courses and modules to coincide with this increase in demand.
How the e-marketing module should be taught?
The process of e-marketing should be taught on a practical level; however this is working on the assumption that the students already have a grasp on basic marketing principles
The new technology is considered as a key element for the development of marketing practice.
Harker and Brennan (2003) stated that, within the 21st century important aspects relating to marketing, in particular “how the internet affects the business and marketing practice”, lack teaching standards and clarity, therefore proposing a methodology for teaching known as the “Action learning” method.
Based on the “learning by doing” principle, it promotes the usage of “real-world” scenarios, in order to simulate a situation as similar as possible to a situation that could be met while working, in this respect combining work and academic experience. Harker and Brennan go on to suggest that this method is “The ‘Action’ learning method is based on group oriented tasks that aim to encourage students to produce ‘outputs’ and learn from each other, rather than only acquire ‘inputs’,” consequently increasing the speed of the learning process.
How can it be applied to various industries?
 | Dell: Despite saving time, costs, and providing value for the consumer, the success of Dell within the e-commerce industry is due, in no small part, to the evolution of E-marketing. Dell’s online marketing strategy is sub-divided into three |
| distinct categories, targeting, tracking, and relationship. | |
• Targeting:
Targeting permits Dell to effectively identify their target audience, and produce customisable promotions relevant to the individual. This is achieved through the placement of advertisements upon purely electronic related web pages or peripherals.
• Tracking marketing strategies:
Tracking marketing strategies allows Dell to evaluate every aspect of their message effectiveness (due to their computerised nature). As a result immediate improvement is permissible, for example through the creation, and monitoring of effectivity with relation to new content.
• Relationship:
Surveying consumers is of significant easy when conducted over the internet, and permits Dell to analyse consumer satisfaction and desires, adapting and reacting based upon the customers opinions.
References:
Harker, M.J. and Brennan, R. (2003) ‘E-Marketing Action: An action learning approach to teaching e-marketing’ The Marketing Review 3 (4) 419-431
Morris, M. (2008) 'The Value of E-Marketing.' Professional Remodeler 12, (7) 22-26
Porter, M. (2001) ‘Strategy and the Internet.’ Harvard Business Review
Sharmaa, A. and Sheth, J. N. (2004) 'Web-Based Marketing - the Coming Revolution in Marketing Thought and Strategy.' Journal of Business Research 57, 696-702
Sheth, J. N. (2005) 'International E-Marketing: Opportunities and Issues' International Marketing Review 22, (6)
