- Marketing ==> E- marketing ?
- How the E-marketing can help the Small and Medium Companies ?
- How to get the best E-marketing Strategy ?
Few years ago, people were not aware about the meaning of E-marketing.
Therefore with the internet evolution; Web1.0, Web2.0, and nearly in the future Web3.0,. The internet user became the centre of Internet, with Social Networking (facebook , Hi5..) , sharing more information (Twitter and blogging). Even the motors of research have adapted their system of references which is more focus of the Internet user, they will care about the website quality. e.g.: Now when they analyses website they are less focuses on Keywords but more on the number of visitors, frequency of updating number of links which arrive on the website.
Moreover, this evolution has changed the companies’ strategies. In fact, they have to diversify their strategy; be present Offline and Online (the distribution channel, promotion…) .Which creates a new decision making process to the consumer, (how to find the information, buy the product, and explain his own advice). Also the comapnies have changed their utilisation of the tools, doing better website ( more interactive with the Internet user), how to reference their website and be active on Internet by the new tools ( flux rss, blogging, facebook, widget, forums)
Many definitions are proposed on Internet. In general E-marketing is becoming the acquisition and retention of profitable consumer using internet technology and process. To Transform the Offline strategy in an Online strategy (how to sell a product, to promote it internet, to build a strong relathionship with the consumer). This E-marketing is not just reserved for BIG companies. Internet is a tool for everybody which allows some facilites. That is why it is easier to launch a product with an E-marketing strategy than a classical Marketing strategy.
It can help the Small and Medium companies to gain market shares (without geographical limits, and attract more people). Moreover with an Offline strategy, some companies get difficulties to compete with bigger companies than them. Therefore, the E-marketing is helpful to design an Online strategy.
e.g.: the communication: websites , specific forums, blogs, Twitter. It will be easier and also cheapier to get a best visibility with these tools than an Offline strategy. Then for the loyalty of the target audiance, Email campaigns are more usefull than sending traditional tools (to get feedback, to create data basis thanks to email addresses)
How to realize a good E-marketing strategy?
The research is the basis for any decision and desgins a good E-marketing strategy. In fact, the research will help to anticipate the future. As there is a fast evolution of Internet, the daily research will be there to react faster as possible if customers or competitors change.
How to do a good research:
- Market Research: to understand and analyse the new trends for communication (twitter, google buzz etc...),to compare differences between the Online and Offline. With some conferences like the Customer electronic Show in Las vegas where the last Electronic evolution are showed and understand what will be the future tools which can be used or like the Marketing 2.0 conference in Paris where the goal is understanding how Internet will evolve. ( Marketing 2.0 )
- Competitor researches/ Surveys. e.g.: with the RSS Flux, it is easier to see what they update on their website and follow them, also to observe what they are doing on Internet, their network and how they use it.
- Consumer researches: very useful to analyse their behaviour, to know what they like, what is the best way to create a good relationship.
A point which is generally forget is to do a research after the launch of the E-marketing strategy. Analyse the website statistics (google analytics). It gives the opportunity to know where people come from, how they act on the website etc. and at the same time if the e-reputation have a good impact on the brand image.
The following video is a review of differents tools which are discuss in the post
References for this post :
Dixxit (2007) référencement: la revanche du contenue, Livre blanc [referencing: the revenge of the contained, white book ]
Gilmore. A, Gallagher.D, Henry.S (2007), E-marketing and SMEs: operational lessons for the future, journal European Business Review V.19, pp 234-247
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