The benefits of e-Marketing
over traditional marketing
Reach
The nature of the internet means businesses now have a truly
global reach. While traditional media costs limit this kind of reach to huge
multinationals, e-Marketing opens up new avenues for smaller businesses, on a
much smaller budget, to access potential consumers from all over the world.
Scope
Internet marketing allows the marketer to reach consumers in
a wide range of ways and enables them to offer a wide range of products and
services. E-Marketing includes, among other things, information management,
public relations, customer service and sales. With the range of new
technologies becoming available all the time, this scope can only grow.
Interactivity
Whereas traditional marketing is largely about getting a
brand's message out there, e-Marketing facilitates conversations between
companies and consumers. With a two-way communication channel, companies can feed
off of the responses of their consumers, making them more dynamic and adaptive.
Immediacy
Internet marketing is able to, in ways never before
imagined, provide an immediate impact.
Imagine you're reading your favorite magazine. You see a
double-page advert for some new product or service, maybe BMW's latest luxury
sedan or Apple's latest iPod offering. With this kind of traditional media,
it's not that easy for you, the consumer, to take the step from hearing about a
product to actual acquisition.
With e-Marketing, it’s easy to make that step as simple as
possible, meaning that within a few short clicks you could have booked a test
drive or ordered the iPod. And all of this can happen regardless of normal
office hours. Effectively, Internet marketing makes business hours 24 hours per
day, 7 days per week for every week of the year.
By closing the gap between providing information and
eliciting a consumer reaction, the consumer's buying cycle is speeded up and
advertising spend can go much further in creating immediate leads.
Demographics and targeting
Generally speaking, the demographics of the Internet are a
marketer's dream. Internet users, considered as a group, have greater buying
power and could perhaps be considered as a population group skewed towards the
middle-classes.
Buying power is not all though. The nature of the Internet
is such that its users will tend to organize themselves into far more focused
groupings. Savvy marketers who know where to look can quite easily find access
to the niche markets they wish to target.
Marketing messages are most effective when they are
presented directly to the audience most likely to be interested. The Internet
creates the perfect environment for niche marketing to targeted groups.
Adaptivity and closed loop marketing
Closed Loop Marketing requires the constant measurement and
analysis of the results of marketing initiatives. By continuously tracking the
response and effectiveness of a campaign, the marketer can be far more dynamic
in adapting to consumers' wants and needs.
With e-Marketing, responses can be analyzed in real-time and
campaigns can be tweaked continuously. Combined with the immediacy of the
Internet as a medium, this means that there's minimal advertising spend wasted
on less than effective campaigns.
Maximum marketing efficiency from e-Marketing creates new
opportunities to seize strategic competitive advantages.
The combination of all these factors results in an improved
ROI and ultimately, more customers, happier customers and an improved bottom
line.
Source: www.quirk.biz
