E-Marketing Industry Analysis (Essay Sample)

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25 July 2015
E-Marketing Industry Analysis
E-marketing forms a critical part of modern commerce and hence playing an essential part in today’s trade (Smith & Chaffey 2005). By definition, e-marketing is a business model in whichboth advertising and marketing targets of an organization are met through electronic interchanges such as cell phone, email, and databases (Smith & Chaffey2005). Gatti (2004) expands the definition to include the use of the internet as the underlying operational paradigm. This paper aims atinvestigating the issues relating to e-marketing, the embedded benefits and its applicability in a contemporary marketing from this expanded version of e-marketing definition.
Smith and Chaffey (2005) underscore e-marketing to focus on innovative advertising conducted through techy platforms. However, previous other researchers have eluded various factors to drive e-marketing whilst presenting a real-life thrust into its full operationalization (Gatti 2004).Inessence, these factors drive innovative ways of marketingand conducting advertising. Converse to the traditional marketing model wheresales were purely derived from new clients and cross-selling and up-scaling existing clients, e-commerce intrinsically generates value from online referrals(Cohen 2005). As a result, feedback proliferation is critically essential in determining the success level of the online channel used.
In modern commerce, standalone media activity is not sufficient in promoting and driving sales of a product. As Cohen (2005) indicates, this is primarily due to the expanded platform on which buyers and sellers can meet and interactively engage one another in determining the quality and price of various products. Besides, competition and access to the big-data sourced information plays a plenary role in shaping buyer trends (Smith & Chaffey 2005). Resultantly, sellers need to strategically position themselves in the best platform that best showcases their products while effectively reaching the mass market. And with the expanded internet users across the globe, that platform is the internet (Gatti 2004).
Despite the immense market reach accessible via the internet, there is need to track and quantify the reach of a marketing strategy (Cohen 2005). Besides, the mode of payment and delivery of the product should be effectively managed depending on the quantity of users relying on it in paying for their products from the retailing online store (Gatti 2004). Therefore, in evaluating the effectiveness of an e-marketing strategy, one will need to quantify its reach by market size accessing the platform as well as the number of payments and customer security for a given payment channel.
Conclusion
The fore discussed points represent critical issues that one needs to address in reaching th...