Englres Outline free essay sample

I. Introduction What is E-marketing /social network marketing/online advertising? Ever since the start of trading among humans, marketing has been around in one form or another. They used marketing as stories to convince others to trade with them. Since then, our methods of using marketing has now been long improved. It has grown to be more efficient at telling our marketing messages out there in the open (Harridge, 2004). E-marketing is the product between our modern age technologies and the old traditional marketing principles. It is the use of the Internet and the electronic media in aiding one’s product or service to be known. Needless to say, using these approach is an important addition to the traditional marketing path whatever the size of your business may be. Similar to traditional marketing, e-marketing uses startegies, activites, and processes to the right audience with the desire of finding, appealing, and sustaining buyers. The only difference is that e-marketing is more broad in terms of its scope and options (Harridge, 2004). It uses the internet for marketing and promotions, not only that, it also uses e-mail and wireless media for marketing use. Examples of e-marketing are interactive online ads, viral marketing, online directories, and the like. 1. 1 Overview The Internet gives way for businesses to have an accesible and systematic course to let their products or services visible to consumers. But nowadays, it is very challenging for businesses to e-market and to have it have an effect on their sales and also to their product’s or service’s awareness since a huge number of companies are also taking advantage of the Internet. In this paper, we will research on how and why e-marketing became so in demand amongst businesses. I. 1 Purpose To have a clear understanding of the significance of e-Marketing today and why it became so popular. I. 2 Motivation Interactivity Traditional marketing is solely for letting the message of a brand known, while e-maketing on the other hand aids the conversation between the businesses and the consumers. With this kind of business to consumers and vice versa communication channel, the businesses can now have an idea on what they need to work on and imporve more on with the help of the responses made by the consumers through the said channel. With this, the businesses can also feed off of the feedback of their consumers, making them look more charismatic and flexible (Dou, 2009). Immediacy E-marketing can also give an immediate impact on ways never imagines before. Imagine yourself browsing through one of your favorite magazines and you suddenly came upon a double-page advertisment for some new product or service, maybe from Blackberry’s latest phone offering, Prada’s newly released line or Ferrari’s latest luxury sportscar. Using this kind of traditional marketing media, it’s not that simple for you as a consumer to hear of the product’s actual purchase (Dou, 2009). Using e-marketing, it is now simple and easy to let the consumer’s know about the product’s actual purchase or even let the consumer’s buy the actual product. With a few short clicks, consumers can now order the lastest phone offering from Blackberry, making their business open for 24 hours a day, 7 days a week. I. 3 Organization The first thing that we will be discussing is why business adopts to E-marketing. Why a huge number of companies are now transferring most of their advertising budget on online marketing or also known as E-marketing rather than that of the old traditional marketing in magazines, newspapers, and the like. Second, we will be talking about of the impact of E-marketing today. It’s advantages and disadvantages, and also the opportunities and threats that can bring into a company. Lastly, how using social networks can facilitate in the buying decision of the consumers. We will be discussing of the reasons why social networking sites are a helpful approach in the business’s profit, how it can sell its product with the help of the feedbacks or recommendations seen in the Internet. How it will make or break their profit. II. Body II. 1 Why Businesses Adopt to E-marketing Traditional marketing made on prints and broadcast media had encountered so much challenges in the recent years. With newspaper prints are closing and television channels having ordeals from profits going down. A significant reason for this is because of the huge numbers of businesses and companies investing their budgets on online channels aside from the usual ones. A research by Forrester Jennings (2007) showed that the consumer’s attention is now shifting to online channels as 56 percent of people who are regularly online at home. And an estimate of 36 percent who are internet users, now watch less TV, 28 percent read less newspapers and magazines, and 17 percent listen less to radio stations since they went online. Nowadays, online advertising has now been the recipients of budgets related to advertising, coming from banner advertisements placed on websites that are frequently visited, from personalized e-mails in which it can be edited depending on the needs and wants of their target consumers. Businesses’s goals is for their product or service to be at the heart of the community, that’s why a huge number of businesses are now developing their own websites, blogs, and forums online. With Web 2. 0, businesses are now given opportunities for them to get in touch and closer with their target market, this also includes data and information collecting; community sponsoring; and content providing such as news, music, and the like (Miller et al. , 2009). However, sometimes it can be challenging for a business tocatch the heart of a community since a business’s major goal is to use and manipulate communication to their advantage. That’s why it is important for businesses to not only know but also understand which demographic segment uses the Internet the most. They have to undertsand the characterisitics of the internet-user for them to be able to design and come up wiith an effective and appropriate marketing approach to their target audience. Varadajaran and Yadav (2002) expalined that the use of Internet marketing complements the performance and capability of the marketing mix element , which are price,placement, product, and promotion, except the handling of the distribution itself of none-electronic product’s focal point is the shifting of the traditional marketplace to the non-traditional one, which is the web, which both has real-life and electronic marketplace. While Kalyanana and McIntyre (2002) says that e-marketing compared to the traditional marketing, has 7 more elements that are thought to be needed for businesses who are going to use e-marketing, this includes, customers service, privacy, site, community, security, personalization, and lastly, sales promotion. II. 2 Impact of E-marketing a. Generating Leads With Social Media Marketing b. Social Network Marketing Pitfalls c. Social Network Marketing Opportunities d. Social Network Marketing Threats II. 3 Using Social Networks to Facilitate Purchase Decision Making Social networking websites have a subjective purpose in aiding product choices, whether for a consumer to decide to buy or not. It is common knowledge that peer groups have a greater effect and influence over a buyer’s purchasing decision and a buyer’s behavior have recently shown that peer groups almost always has an effect on the final outcome. A lot of evidence has indicated that when contrasting the difference between professional or personal services, consumers are likely to listen for information or feedbacks coming from their families, friends, relative, and other personal contacts rather than that of a company’s own review of its own product or service. But let’s not also forget that positive word-of-mouth recommendations that came from the customers or buyer who had an exceptional experience with the certain company plays a role for the success or downfall of a business. Therefore, the goal of a business is to maintain the flow of positive feedbacks through positive word-of-mouth recommendations and lessen the negative ones. Base on a study conducted, there is evidence reported that 64 percent of social networkers are likely to visit a page or website coming or knowing it from a friend’s site, while on the other hand, only 10 percent are likely to visit a website by direct referral from a social networking site if it’s an entertainment or music website (Hitwise, 2008). Nowadays, businesses are coming to realize that e-marketing is an increasingly important marketing strategy because traditional marketing has been less effective in influencing consumer behavior by the decreasing number of readers in conventional mediums like magazines and newspapers (Leskovec, 2008). There are also evidences seen that messages or feedbacks coming from online forums or communities are being trusted more compared than that of feedbacks coming from conventional mediums (Gillin, 2007). It was also reported that almost half of the internet-users will most likely buy a product or service if they saw a positive feedback or recommendation online from a customer/buyer, while reportedly, 34 percent of online-users did not buy a certain product or service due to the negative feedbacks they came upon online. It is also said that online-users tend to trust feedbacks or recommendations coming from online sources/e-marketing, rather than that of a feedback coming from a conventional source. To further show this proof, they conducted a survey showing that 25 percent of internet-users trusted a feedback coming from a well-known/famous web site, and 15 percent trusted the feedbacks coming from individual personal blogs of their friends or someone they knew. While on the other hand, only 14 percent of internet-users trusted a feedback coming from a newspaper article, 9 percent on a television commercial advertisement, 8 percent on a review on the company’s own blog, 4 percent on an e-mail sent by a company, and 2 percent on an e-mail sent to them by the CEO of the company (Mandell, 2009) . 3. Discussion