2. The internet is changing the way we sell our products and
services. That’s a fact. Consumers now use the internet to
research and purchase products/services online.
Organization now need online strategies to attract and
retain customers. The e-marketing mix considers the
elements of presenting the marketing mix online.
3. E-product strategies
What does buying products online offer over one to
one sales? Firstly there are clear online facts about the
product you are purchasing. The buyer knows immediately
about product features, the facts, not a sales persons
assumptions.
www.comet.co.uk a UK electrical store offers clear
information on products and their specification, consumers
know what they get if not there is a customer service
number where they can find out more.
4. E-PRICE STRATEGIES
The internet has made pricing very competitive. Many
costs i.e. store costs, staff cost have disappeared for complete
online stores, placing price pressures on traditional retailers.
The internet gives consumers the power to shop around for
the best deal at a click of a button.
Website such www.kelkoo.com compare products
from different websites informing consumers of where the
best deal is. Such easy access to information helps to maintain
prices within the online world.
5. The growth of online auctions also helps consumers to dictate
price. The online auction company www.ebay.com has grown
in popularity with thousands of buyers and seller bidding
daily.
E-pricing can also easily reward loyal customers.
Technology allows repeat visitors to be tracked, easily
allowing loyalty incentives to be targeted towards them.
Payment is also easy, pay pals, or online credit cards use allows
for easy payments. However the downside to this is internet
fraud, which is growing rapidly around the world.
6. E-place strategies
One of the biggest changes to the marketing mix is
online purchasing. Consumers can purchase direct from
manufacturers cutting out retailers totally. The challenge for
online retailers is to ensure that the product is delivered to the
consumer within a reasonable time. Location is important
within our place strategy. Online location can refer to where
links are placed on other websites.
Placing a link on www.google.com home page would
generate high consumer traffic for you. Knowing your
customer and knowing where they visit should help you
understand where to place your online links and
advertisements.
7. E-promotion strategies
Promoting products and service online is concerned with a
number of issues.
• Having a domain name.
• Banner promotions
• Web public relations (WPR)
• E-leaflets
The e-marketing mix must work together and support each
other if the company is to have a successful online marketing
strategy.
8. The E-Marketing Mix
The preceding discussion leads to the E-Marketing taxonomy
portrayed on a cube in Figure. Functions that do not as much
moderate other functions (non-overlapping) are shown on
the top surface of the cube.
The overlapping functions are placed in the lower part of the
cube to convey that they operate mainly by moderating any
of the functions on the top surface in addition to moderating
each other.
