Custom essays on Shall we integrate from marketing to e-marketing?

The E-marketing is a new kind of marketing which is required by the society. It is associated with two main business models: business to business (B2B) and business-to-consumer (B2C). B2B consists of companies which do business with each other, whereas B2C involves selling directly to the final consumer. B2C was the first model which appeared. B2B scheme was more complex and began to act later. The third and the rarest model is “user-user” (P2P), where the usual internet users exchange among themselves and sell goods to each other. As an example, here can be an international auction house eBay, or file-sharing system Kazaa. All these models of e-marketing are already widely used, that is why they will continue their spread in people’s lives and businesses (Milutinović 2002).

E-marketing will be integrated in the nearest future, because it has a lot of benefits in comparison with traditional marketing.

E-marketing primarily gives consumers an opportunity to get the information about any products. So, any potential user is able to use the Internet in order to obtain information about the product and buy it.

The purpose of e-marketing are cost savings (at the wages of employees in sales and advertising), and the development of the company (the transition from a local market to national and international markets). Also the small companies as well as the large companies have nearly balanced chances in the struggle for the market. Unlike traditional advertising media (print, radio and TV), entry the market through the Internet is not so expensive. The important point is that unlike traditional marketing methods of promotion, e-marketing gives a clear statistical picture of the marketing campaigns effectiveness.

In comparison with other types of media marketing (print, radio and television), e-marketing is growing very rapidly. It is gaining in popularity not only among businessmen but also ordinary users who want to advance their effective website or blog and earn with the help of it. Nevertheless, in developed countries, the cost of e-marketing and advertising is about 5% of total advertising expenditures.

E-marketing and traditional marketing have many similarities, but the implementation of e-marketing shows the evolution of society. The main difference between these two types is the speed of communication with customers, saving time and money, and response rate. It is clear that traditional marketing requires more time and human resources (Chaffey 2006).

The main reasons of integration the e-marketing are its vivid benefits. So, here are some of them.

Financial savings. The organization and conduction of advertising campaigns in the Internet does not require much investment and, as the preparing and placing advertisements in traditional media. E-marketing means the reduction of funds necessary for the delivery of goods. I mean those products, which can be implemented through the Internet, for example, electronic books, videos, audio recordings and other. Owners of sites have significant savings, while delivery of a product to the customer takes couple minutes to any part of the world.

Labor savings. Merchants can realize their product, abandoning the investment of funds in the design and manufacture of products. Unlike traditional advertising companies e-marketing allows potential customers to see the product, its characteristics, evaluation of independent experts or feedback about it customers, as well as the price. In this case the owners of resources offer the target consumer not only a verbal description of the product, but also its image. This helps potential customers to choose and purchase the desired goods. E-market gives the opportunity to study the offer of competitors. Before creation your own promotional offer, you can study the features of your competition: product, its benefits to the consumer and much more. Having business in Internet gives an easy access to the expanding boundaries of goods and services, as well as new markets (Zhou 2004).

Continuity and relevance. Radio and television advertising are a one-time newscasts, outdoor advertising is also not durable. Integrating e-marketing and using web sites for advertising, all information on the site will be constantly available to potential customers from all over the world. In addition, there is an opportunity to update the information as often as it is necessary. Perhaps this opportunity for continuous updating of information is the main asset of the entire Internet.

Dialogue with the audience. One of the key benefits of e-marketing is the fact that the internet allows to organize a remote dialogue with the target audience in real time. Various mechanisms such as surveys, statistics, forums, communication platforms make it possible to obtain maximum information about the target audience, take into account the preferences of the potential customers and partners, to respond to their changes. Thus, any online marketing is more targeted and brings a more significant impact (Armstrong 2009).