Concept of E-Marketing, Traditional Marketing and Online Marketing

Concept of E-Marketing

E-Marketing is any marketing done online via websites or other online tools and resources. E-Marketing can include paid services while other methods are virtually free. A wide variety of eMarketing methods are at your disposal, including: direct email, SMS/text messaging, blogs, webpages, banners, videos, images, ads, social media, search engines, and much, much more.

Concept of Traditional Marketing

Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It's the most recognizable types of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone.

• Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution.
• Broadcast: Includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising.
• Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is printed and mailed directly to consumers.
• Telemarketing: Includes requested calling and cold calling of consumers over the phone.

Concept of Online Marketing

Online marketing means using the power of online networks, computer communications and digital interactive media to reach your marketing objectives. Online marketing will not replace traditional forms of marketing anyway. Instead, it will both add to and subtract from today’s marketing mix. There are three new market segments which are as follows:

Cyber Buyers

These are professionals who spend a good deal of time online, mainly at their pace of business. These professionals often have to make complex purchasing decisions that require reams of data and difficult to locate sources of supply, all within a tight time frame. That’s a perfect fit with the capabilities of online technology.

Cyber Consumers

These are the home computer users wired up to commercial online services and the Internet. This group represents the pot of gold, and marketers simply need to find ways to make it more attractive to shop and buy online than to go to the local store.

Cyber Surfers

This uses online technology to expand their horizons, challenge their abilities, and for fun. This segment is typically younger, and possesses shorter attention spans.

Some of the important aspects of marketing are advertising, sales, security of the transactions and the mode of payment used for payments.

How Should Buyers pay Online

The marketplace, as usual is responding quickly to this concern. A few basic models or approaches to net-based sales transactions are beginning to come into focus are:

• The consumer, responding to net-based marketing presentation, sends in a check or calls and verbally transmits a credit card number, over the merchant’s telephone. This is a fairly traditional approach, and no financial transaction takes place on the net.
• The consumer
  • sets up an account with a merchant or a third party organization,
  • Leaves his or her credit card number by means other than the net, and
  • Gives the merchant the authorization to bill the account whenever the consumer chooses to buy something.
• The consumer leaves his or her credit card number on an unsecured online order form. With this approach, the consumer is put at some risk that the credit card number will be compromised, but the risk is perhaps not much greater than giving it out over the phone.
• The consumer uses a secure (encrypting) client software program to transfer his or her encrypted credit card number to a secure (decrypting) merchant server.
• The consumer exchanges traditional currency for some form of digital currency and then spends units of that currency whenever and wherever he or she likes. This requires some form of “ electronic wallet” to hold the currency and an account set up between the currency provider and the participating merchants.

Advantage of Online Marketing

• Online marketing offers bottom-line benefits that tie in directly to the demands placed on the organization trying to make a transition into the new economy.
• Online marketing can save money and help you stretch your marketing Electronic versions of catalogs, brochures, and specification sheets do not have to be printed, packaged, stored, or shipped.
• Online marketing can save time and cut steps from the marketing process. Marketers no longer have to wait for one of their sales representatives to give them the desired information.
• Online marketing gives customers another way to buy, while enabling them to take control of the purchasing process.
• Online marketing can be information-rich and interactive. It appeals to information- hungry buyers and analytical buyers.
• Online marketing can offer you instant international reach and indeed, online networks have created an instant global community.
• Online marketing can lower barriers to entry and offer equal opportunity for access.
• Online marketing can be continuously available.

Components of Online Marketing:

• Setting up a website

Consisting of text, images and possibly audio and video elements used to convey the company's message online, to inform existing and potential customers of the features and benefits of the company's products and/or services we set the website. The website may or may not include the ability to capture leads from potential customers or directly sell a product or service online. Websites can be the internet equivalents of offline brochures or mail order catalogs and they are a great way to establish your business identity.

• Affiliate Marketing

In affiliate marketing, a business recruits associates to promote the company's products or services. The associates receive a commission or other similar rewards for every sale, visitor, subscriber, or customer they bring to the Amazon.com associates central is an example of an affiliate marketing program that amazon.com uses to encourage private website owners to bring traffic to its site.

• Display advertising

Display advertising involves the use of web banners or banner ads placed on a third-party website to drive traffic to a company's own website and increase product awareness.

• E-mail marketing

Companies that use email marketing send promotional emails directly to customers. However, it can often be hard to distinguish between spam and legitimate email marketing messages.

• Interactive advertising

Interactive advertising involves the use of animations and other graphic techniques to create ads that engage the viewer and invite participation.

• Search engine marketing

Search Engine Optimization (SEO), paid placement, and paid inclusion are search engine marketing techniques that companies can use to increase their visibility in the search engine page results from Google and its competitors.

• Viral Marketing

Viral marketing is a technique in which companies encourage customers to pass along information about their products or Company websites that let visitors email interactive games or funny video clips to their friends are an example of a viral marketing effort.

• Banner advertising

It is the placement of ads on a website for a fee. The offline equivalent of this form of online marketing would be traditional ads in newspapers or magazines.

• Article marketing

It involves writing articles related to your business and having them published online on syndicated article sites. These articles then have a tendency to spread around the Internet since the article services permit re-publication provided that all of the links in the article are maintained. Article marketing can result in a traffic boost for your website, and the distribution of syndicated articles can promote your brand to a wide audiences.

• Online press releases

It involve placing a newsworthy story about a company, its website, its people, and/or its products/services with online services.

• Blog marketing

It is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service online.