Marketing is no more new to businesses as it has been in practice for many years. The electronic form of marketing can however be said to be relatively new in the business environment as company’s aspire to maximize the existing opportunities in the online environment. The first form of online marketing took the face of company’s websites whereby companies put on their web pages information about their business and attract customers in that manner; other forms of online marketing that gained appearance after the website existence were e-mails, online sales representatives, viral marketing (advert placement on existing and widely used social networks such as Yahoo, Google, YouTube, Facebook among others) as designed by various companies to get feedback from their target audience.
Understanding the concept of E-marketing and its application to businesses and industries has been beneficial in time past and would remain valuable in the present time and beyond. The aim of the article is to review the importance of E-marketing and its usage in industries, assess its needs in higher learning as well as the teaching modalities.
There are various factors that make e-marketing significant, unprecedented factors such as global reach, lower cost, trackable, measurable results, 24-hour marketing, and personalisation help to create consumers’ database, one-to-one marketing (interactivity), more interesting campaigns, better conversion rate among others.
With regards to the ever growing development in the information technology (IT) sector, and the valuable development this sector offers businesses; more and more companies have had to build and improve on their product and service offerings. Divers opportunities exist online which has made businesses grow; ease of market research, identifying and segmenting target market, product or service preferred, generally consumer buying behaviour.
The practice of e-marketing vary from industry to industry; some industries engage it more than other industries and this is premise on the goals and objectives of the company, taking into cognisance what is obtainable in the business industry. For example, the retail, music and banking industries engage e-marketing more than the engineering and construction industry. Also, the growth of international business activities and online retailing has led to an increased usage of e-marketing; a good example of this is what is evident in the banking industry. The retail industry is not left out in this, e-marketing boosts the ability of traders in offering products to wider market segments and sees to a wider distribution channels. The music industry is currently developing ways of securing revenue generation by relying on the differentiation of music downloaded from the sites of music companies and from unauthorized file sharing websites .In addition, the advertising industry has also grown through online advertisements because of the intention to explore online opportunities which might not be obtainable with traditional advertising.
The knowledge of e-marketing is paramount not only in businesses but also in learning institutions. The individuals in businesses today have at a point in time have to learn the essentials of marketing and the channels of communication as the role of communication cannot be undermined in the marketing environment. With the development of new media, marketing communication strategy has been reviewed to suit the marketing industry and same has been made accessible to learning institutions. It is very important in an academic sense because students who aspire to have a marketing career need to understand the fundamentals while still under the learning umbrella. This includes having updated academic materials and methods as tools at their disposal in an attempt to bag a successful career. Education could be viewed as an exchange for certain values; therefore students expect certain degree of values to be inculcated in them for the money given to the learning institution.
E-marketing modules should be taught in manner that gives knowledge on how to build business success in an online environment taking into account tools which are most useful in this process and bringing on board examples of best and worst practice in e-marketing campaigns as well as theoretical but also practical knowledge.
The whole essence of this is to introduce students to business practice, work ethics and make them have foreknowledge of e-marketing as it relates to an organization.
How E-marketing should be taught:
· Some basics on what Marketing is and how it is vital to a business.
· Basics on the internet and its importance in the world today.
· The development of e-marketing over the years.
· How important is it in a firm’s marketing strategy? What amount of time and investment is made towards it rather than other forms of media such as TV, newspapers and magazines?
· How to use it effectively and examples of how it has been used effectively.
· How to use e-marketing to compliment other forms of marketing.
· What forms of e-marketing are there?
Summarily, with the increased usage of the internet and the ever growing technological development, e-Marketing has become key medium for business interaction such as information management, public relations, customer service and sales among others therefore, including this concept by providing appropriate knowledge of it in higher learning will further develop the growth of the marketing industry.
References:
McDaniel c., Rager G., (2001) marketing research The Impact of Internet, 5th edition published by Dave Shaut
Radin t., Calinkins M., Predmore C., (2007) “new Challenges to Old Problems: Bulding trust In E-marketing “. Business and society review 112 (3) 71-78
Marketing (E-newsletter) (2008) 'easy e-marketing '15 July 2008 p.40-43
Moris M. (2008) “The value of E-marketing” professional remodeler July 2008 24-26
Bugarski b., (2008) “Five steps to professional e-marketing success.” Franchising World p22-26
Understanding the concept of E-marketing and its application to businesses and industries has been beneficial in time past and would remain valuable in the present time and beyond. The aim of the article is to review the importance of E-marketing and its usage in industries, assess its needs in higher learning as well as the teaching modalities.
There are various factors that make e-marketing significant, unprecedented factors such as global reach, lower cost, trackable, measurable results, 24-hour marketing, and personalisation help to create consumers’ database, one-to-one marketing (interactivity), more interesting campaigns, better conversion rate among others.
With regards to the ever growing development in the information technology (IT) sector, and the valuable development this sector offers businesses; more and more companies have had to build and improve on their product and service offerings. Divers opportunities exist online which has made businesses grow; ease of market research, identifying and segmenting target market, product or service preferred, generally consumer buying behaviour.
The practice of e-marketing vary from industry to industry; some industries engage it more than other industries and this is premise on the goals and objectives of the company, taking into cognisance what is obtainable in the business industry. For example, the retail, music and banking industries engage e-marketing more than the engineering and construction industry. Also, the growth of international business activities and online retailing has led to an increased usage of e-marketing; a good example of this is what is evident in the banking industry. The retail industry is not left out in this, e-marketing boosts the ability of traders in offering products to wider market segments and sees to a wider distribution channels. The music industry is currently developing ways of securing revenue generation by relying on the differentiation of music downloaded from the sites of music companies and from unauthorized file sharing websites .In addition, the advertising industry has also grown through online advertisements because of the intention to explore online opportunities which might not be obtainable with traditional advertising.
The knowledge of e-marketing is paramount not only in businesses but also in learning institutions. The individuals in businesses today have at a point in time have to learn the essentials of marketing and the channels of communication as the role of communication cannot be undermined in the marketing environment. With the development of new media, marketing communication strategy has been reviewed to suit the marketing industry and same has been made accessible to learning institutions. It is very important in an academic sense because students who aspire to have a marketing career need to understand the fundamentals while still under the learning umbrella. This includes having updated academic materials and methods as tools at their disposal in an attempt to bag a successful career. Education could be viewed as an exchange for certain values; therefore students expect certain degree of values to be inculcated in them for the money given to the learning institution.
E-marketing modules should be taught in manner that gives knowledge on how to build business success in an online environment taking into account tools which are most useful in this process and bringing on board examples of best and worst practice in e-marketing campaigns as well as theoretical but also practical knowledge.
The whole essence of this is to introduce students to business practice, work ethics and make them have foreknowledge of e-marketing as it relates to an organization.
How E-marketing should be taught:
· Some basics on what Marketing is and how it is vital to a business.
· Basics on the internet and its importance in the world today.
· The development of e-marketing over the years.
· How important is it in a firm’s marketing strategy? What amount of time and investment is made towards it rather than other forms of media such as TV, newspapers and magazines?
· How to use it effectively and examples of how it has been used effectively.
· How to use e-marketing to compliment other forms of marketing.
· What forms of e-marketing are there?
Summarily, with the increased usage of the internet and the ever growing technological development, e-Marketing has become key medium for business interaction such as information management, public relations, customer service and sales among others therefore, including this concept by providing appropriate knowledge of it in higher learning will further develop the growth of the marketing industry.
References:
McDaniel c., Rager G., (2001) marketing research The Impact of Internet, 5th edition published by Dave Shaut
Radin t., Calinkins M., Predmore C., (2007) “new Challenges to Old Problems: Bulding trust In E-marketing “. Business and society review 112 (3) 71-78
Marketing (E-newsletter) (2008) 'easy e-marketing '15 July 2008 p.40-43
Moris M. (2008) “The value of E-marketing” professional remodeler July 2008 24-26
Bugarski b., (2008) “Five steps to professional e-marketing success.” Franchising World p22-26
