E-marketing Strategy (Essay Sample)

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E-Marketing Strategy
Introduction
E-marketing describes the use of digital media and internet capabilities to help an organization sell goods and or services. These technological advancements are a valuable addition to old-fashioned marketing methodologies irrespective of the size and form of business. As opposed to traditional method of marketing, e-marketing creates strategies that help a business deliver the right messages and goods or services to its intended audience. It involves different processes and activities with the drive to find, attract, win and retain customers (Hill and Gareth 23). The difference in the two forms of marketing strategies is its wider scope and opportunities. This paper aims at finding e-marketing strategies that would ensure that Pet-zone store remains the best in the market and achieve competitive advantage. Pet-zone store offers different cat and dog products that make clients feel at home and have a taste of treating their pets in a natural way (Gilmore 11). These products include dog treats, wet dog food, dry dog food, dog toys; cat treats wet cat food and cat toys. All these products in the store fall under the augmented products category in which they are established with an extra feature to meet the anticipated taste and preference of the consumers. In addition, the strategies will involve four different parts that are e-segmentation strategy, e-targeting strategy, e-differentiation strategy and e-positioning strategy.
E-segmentation strategy
The segmentation will involve different categories of market segments. First is the demographic of the target market. In order for a business to prosper, it should know its target market. The demographic will include age, sex, education, household size and social status. The age group will include people around the age of 18 and 45 because of the nature of involvement with animals. In this stage of life the target age tend to be attached to animals for that reason they are likely to visit the store.
In terms of sex, male tries to be more associated with animals than women. Pet-zone store will focus on male customers in the region in order to get a bigger customer base. However, females too will not be forgotten as they too have a part to play in buying Pet-zone store products. The household size is also matters when looking at segmentation; the bigger a household is, the more likely to have many pets for the family (Barrett 12). The last category in the demographics of the target market is social status, which is a varying yet most reliable way of getting customer. Different social class will get varying products for their pets at home, and the upper class will need more expensive goods.
The other category in the e-segmentation strategies is how to reach the target market. The target market has different platforms in which they can be found easily. For these Pet-zone store customers, social media such as Facebook, MySpace, Twitter and other platforms like E-mails are some of the ways through which these clients can be reached. Pet-zone store will be engaging their clients in these different platforms in order to keep them updated on the different products and price change in the store (Gilmore 21).
E-targeting strategy
For e-targeting strategy, Pet-zone store will opt for mass online marketing. This is because the mass target marketing will communicate to a bigger population, which will be easier because it will be done on an online platform. The internet provides a very big and wider target market. Pet-zone store will reach very many people within the country and even outside the country because by a click of the mouse and through the help of Google Pet-zone store services can be seen by anyone in any part of the world. However, the mass market will be limited to the country as Pet-zone store has several stores across the country (Hill and Gareth 27).
The e-targeting strategy will use the online platforms such as the World Wide Web; Pet-zone store will establish its own website where it will display all its products, prices and from which location these products can be found. The next place will be on social media that will include Facebook and Twitter, where they will have a page that will be doing a similar work as a website, but this will add more features as there would be live interactions with the customers. The customers can comment, inquire or give an opinion of the product, which will also help a business know how to improve on their services. Lastly, the mass targeting will use personalized e-mail address to reach more customers; these emails will be got through different means such as from clients, databases and records. The mails will help get into contact with different categories of clients, and interested clients will know where to get Pet-zone store’s products (Gilmore 24).
E-differentiation strategy
Pet-zone store will use this strategy to create a competitive advantage and attract clients by placing its offers in a unique and distinct manner. It wants to create something that is truly different in the mind and eyes of its customers. The organization will use regional dimension strategy of differentiation (Hill and Gareth 31).
The differ...