Technology has entered nearly every business except the barbershop. Technological advances are enabling the marketer to identify specific prospects and deliver specific products for consumption by specific markets using narrowcasting (rather than mass broadcasting) and online messaging.
Electronic tools such as Web sites, listservs, discussion groups, Usenets, banner advertising, online press releases, or online conferences are a few electronic tactics. Electronic marketing has the personalizing capacity for remembering the customer’s preferences-ordering what flavor, scent, or texture and how often, in what quantities, whether for a gift or personal use, and by what method of delivery the consumer is partial to in her shopping habits.
Electronic marketing helps you, the marketer, in determining the segmentation strategy before taking the products or services to the market by utilizing online marketing research and analyzing aftermarket reception by consumers through online customer service and surveys.
Electronic marketing, the online execution of delivering customer benefit and satisfaction enhanced through electronic marketing resources, influences all of these qualities and considerations.
• Electronic commerce is the conducting of business communications and transmissions over networks and through computers, specifically the buying and selling of goods and services, and the transfer of funds through digital communications.
Electronic commerce can also include all intercompany and intracompany functions such as: marketing, finance, manufacturing, sales, and negotiation that enable commerce and that use electronic mail, EDI (Electronic Data Interchange), file transfer, fax broadcasting, videoconferencing, workflow, or interaction with a remote computer. Electronic commerce can include buying and selling over the WWW (World Wide Web) as a whole and the Internet, electronic funds transfer, smart cards, digital cash, and all other ways of doing business over digital networks.
• Electronic marketing is all the online or electronic-based activities that facilitate manufacturing goods and services by the producer to satisfy the wants and needs of the consumer.
Electronic marketing draws heavily on networks’ technology to coordinate market research, aid product development, expand strategies and tactics to persuade consumers to buy, provide for online distribution, maintain customer records, conduct customer satisfaction services, and gather customer feedback. Electronic marketing advances the overall marketing program that in turn supports the corporate objectives of electronic commerce.
• Electronic marketing resources are those technological or electronic marketing tools that are used to complete the marketing directives. Electronic marketing resources are primarily implementation-oriented for communications, information processing, or commerce transactions.
Typical technology marketing resources involve the World Wide Web, interactive Web sites, shopping agents, avatars representing people or objects in virtual reality environments, cyber shopping malls, electronic coupons, automatic information, or CD-ROM presentations. Many electronic marketing resources feature multimedia; the purpose of each tool as it enhances electronic marketing will be discussed.