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Measuring the Relative Weights of E-Marketing Tools for Online Businesses

May 9, 2013 • Marketing & Consumers, TECHNOLOGY

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E-marketing strategy is normally based and built upon the traditional 4Ps (Product, Price, Promotion and Place), which forms the classical marketing mix. However, e-marketing’s uniqueness can be created by using a series of specific and relational functions that are combined with the 4Ps to form the e-marketing mix elements, each of which contain associated e-marketing mix tools that are provided on business websites to facilitate sales transactions.

During the last 20 years, the popularity of the Internet has been growing exponentially. As a result of the increased utility and bandwidth of Internet communications, the use of web browsers has increased dramatically over the last ten years. Thousands of businesses have exploited this great opportunity to create their own websites that allow customers to purchase products directly from their browsers. Most commercial companies believe that they can generate a large amount of profit from the web. The collapse of dot-com boom caused many online businesses to terminate operations from April 2000 to December 2001. However, those e-retailers that developed and introduced new internet-based marketing techniques (e-marketing), which were integrated into their current marketing strategy, managed to increase their business activities. Marketing operations should now be focusing on developing new paradigms for electronic commerce on the Web, rather than using the existing primitive 4Ps structure. Many new models have been developed to replace the 4P model in the digital marketplace including the 4C model, 4S model and 4Ps + P2C2S3 model. This study investigates consumers’ perceptions about the e-marketing mix provided by online business stores in order to facilitate sales transactions. The adopted e-marketing mix model should be based on the consumers’ viewpoint.

Marketing operations should now be focusing on developing new paradigms for electronic commerce on the Web, rather than using the existing primitive 4Ps structure.

The web-marketing mix 4S model is based on the organisation’s viewpoint in addition to the consumers’ viewpoint. This requires the identification of strategic objectives, classification of the potential competitors and customers of the site, assessment of the degree of readiness of the company for e-commerce, or recognition of the co-operation with other Internet partners outside the organisation. This expensive investment is not required for the system reported herein

For the 4Cs model, it is a customer-oriented marketing mix model, which is quite relevant to this research. However, one of the 4Cs, satisfying Consumer’s costs, does not only concern price, which may be one of the most important factors in a consumers’ purchasing decision. For the other Cs, they mainly focus on developing relationships with consumers.



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