Abstract :
Online marketing
refers to the use of the Internet and digital media capabilities to help sell your
products or services. These digital technologies are a valuable addition to traditional
marketing approaches regardless of the size and type of your business. E-marketing
is also referred to as Internet marketing (i-marketing), online marketing or web-marketing.
As with conventional
marketing, e-marketing is creating a strategy that helps businesses deliver the
right messages and product/services to the right audience. It consists of all activities
and processes with the purpose of finding, attracting, winning and retaining customers.
What has changed is its wider scope and options compared to conventional marketing
methods.
Online marketing
is deemed to be broad in scope, because it not only refers to marketing and promotions
over the Internet, but also includes marketing done via e-mail and wireless
media. E- marketing also embraces the management of digital customer data and electronic
customer relationship management (ECRM) and several other business management functions.
Online marketing
joins creative and technical aspects of the Internet, including: design, development,
advertising and sales. It includes the use of a website in combination with online
promotional techniques such as search engine marketing (SEM), social medial marketing,
interactive online ads, online directories, e-mail marketing, affiliate marketing,
viral marketing and so on. The digital technologies used as delivery and communication
mediums within the scope of e-marketing include:
Internet
media such as websites and e-mail
Digital
media such as wireless, mobile, cable and satellite.
Online marketing
objectives
Online marketing
objectives define what you want to achieve through your e-marketing campaign.
They set the reasons why your business wants to go online and allow you to
estimate and monitor the progress of your online marketing activities. They also
provide an incentive to focus on critical areas and formulate strategies to help
achieve intended objectives.
Different
businesses may develop different e-marketing objectives depending on their individual
circumstances. A useful framework for developing effective e-marketing objectives
is the five S’s framework, which includes:
1. Sell –
using the internet to sell products and services
2. Serve – using the internet to serve customers
3. Speak – using the internet to communicate with
customers (both existing and potential)
4. Save – using the internet to save/ reduce cost
5. Sizzle – using the internet to build brand
identity
When
setting your e-marketing objectives, you need to make sure that they are:
Specific
– specify what is to be achieved
Measureable
– expressed in measurable terms such as key performance indicators, outcomes,
numbers, percentage, dollars, etc.
Action-oriented
– state which actions need to be taken and who will take them
Realistic
– achievable with the resources available
Time Specific – establish specified
time frames. Examples of some typical e-marketing objectives could be:
To
achieve 20% online sales within the first year of launching online marketing campaigns.
To
increase online sales for all products by 15% in 2011.
To grow
email coverage to 50% of the current customer base by the end of next year.
To reduce
the annual cost of direct marketing by 20% through e-mail marketing.
To
improve brand awareness, brand favourability and purchase intent by surveying 300
online customers each month.
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