Electronic Marketing And Its Economic And Social Influence (Essay Sample)

E – Commerce Marketing
Name
Institution
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E-Commerce Marketing
E-Commerce marketing refers to the process of facilitating sales performance through awareness of the product using online product offers and store brands. Traditional marketing guidelines are applied through the digital market to a wide and data-driven marketing base. E-marketing practices can be explained through two major activities, namely: user experience optimization and website traffic driving. These activities are key when it comes to the need of expanding an online business. When one of these activities fails, it undermines the success of the other activity. This basically implies that the activities are interdependent. The changing trends in technology and competitive strategies that a majority companies are embracing implies that e-commerce is becoming a vital tool in accessing customers and improving sales. In effect, more customers are relying on internet services for their purchasing decisions. There are wider varieties of goods that are available online and consumers can access them through the internet.
Channels of E-Commerce Marketing
Pay-per-click Advertising
These types of channels are effective in driving the user’s purchasing intentions. This aspect makes them efficient compared to other traditional platforms of advertising. Businesses make bid based on the impressions of the paid listings located on the search engine. Payment is made on every click made through the search engine. Each impression is counted based on the type of query that the customer uses (Manzoor, 2010). Here, the return on investment (ROI) is determined by the key words being applied in the search engine.
Search Engine Optimization (SEO)
This type of channel often utilizes unpaid traffic sourced from Yahoo and Google search engines. For the channel to prosper, it requires marketers to adhere to good practices of product package with respect to content creation, social media involvement, inbound links and other factors that would contribute to increased overall performance in product marketing.
Affiliate Marketing
This basically involves utilization of referrals from other websites having a focus on the product-content such as comparisons, testimonials, and reviews. For affiliates to succeed, it is necessary to have loyalty in connection to the above channels (Kleindl & Burrow, 2005). As a result, the readers will easily get connected as they will access the channel through clicking an identified link.
Search Engine Marketing – SEM
It is a form of paid advertising campaign. The channel describes the efforts on the Google Ad Words and other paid platforms like Yahoo and Bing. Besides, e-commerce can utilize the following approaches to enhance customer understanding and the prospective marketing base: gathering information and utilizing demographic data via social media and web contacts; marketing to potential and loyal customers via fax or email and online financials for trading purposes.
Customers Targeted through E-commerce
Most consumers targeted through e-commerce are young people based on their massive interest over internet. Elderly consumers are often unfamiliar with internet services which makes them avoid online purchases. Even if they engage in online purchases, they lack knowledge on the suitability of the website which makes them unsuitable targets during e-marketing.
Besides, the most important aspect in e-commerce is consumers’ security. Since online purchases engages the use of personal information that includes credit cards and shipping addresses, there is need to ensure e-commerce is secure and offers maximum protection to its target customers (Kleindl & Burrow, 2005). Insecurity can extremely damage the reputation of the company as well as the prospective platform, thereby affecting the overall relationship with the customers.
Social Influence of E-commerce
The emergence of e-commerce has uniquely established varied ways of doing business across all sectors. Some common terms being used today include network marketing, virtual banks, advertising and payment which are the basic activities involved in online trading. In this case, it implies that e-commerce has a huge influence on the society as well as the economy (Hanson & Kalyanam, 2007). For instance, business to business is one of the commonest forms across the globe due to its ability to lower costs and enhance economic efficiency. It has further increased employment opportunities across various sectors. E-commerce has influenced both the economy and the society in the following ways: it has helped increase time efficiency; E-commerce has promoted accessibility to the required information thereby helping enterprises make informed decisions. In this case, they can use the information to improve on the competitive ability.
E-commerce has also enabled customers to access information easily thereby reducing consumption of harmful products. Thus, producers no longer conceal information at the expense of customers. E-commerce has also led to increased employee loyalty due to the humanistic spirit. Based on the increased competition, professionalism among the employees is vital in facilitating a competitive advantage across the market (Kleindl & Burrow, 2005). Enterprises are also required to improve their corporate culture so as to establish a structure that can operate within their business. The information gathered by online merchants regarding customer interests and purchase activities is important in serving customers effectively.
Essentially, e-commerce is an industry that is rapidly developing ...