Making your position clear

There is no question that the internet has had a profound affect on how we now undertake business. It has become, and is likely to remain, the most comprehensive and accessible resource tool available to companies and individuals alike. The wider implications of this phenomenon, however, are sometimes overlooked.

The internet is a global marketing platform from which companies can gain or lose market share. The direction that the scales tilt will be indicative of each company's ability to understand and harness this vast and fluid marketing medium.

Redirection of marketing budgets
Marketing spends from traditional forms of advertising are now being redirected into e-marketing. The rationale behind this is that e-marketing is one of the, if not the most, cost effective marketing vehicle available; as well as one of the few that businesses can monitor and evaluate with ease.

E-marketing enables companies to reduce marketing spend. A case in point is Oracle. The world's largest enterprise software company has strongly attributed its reduction in marketing spend over the last four years, from £275 million to £165 million, to e-marketing.

It has enabled Oracle and many other companies to thoroughly analyse each and every e-marketing activity throughout its duration, swiftly adapting elements at any time (if the transparent statistical evidence supports the need) and capitalise upon vast swathes of lead generations.

Parameters of E-marketing
The parameters of e-marketing span from achieving a listing on all major search engines to the development of comprehensive strategies; which take account of targeted e-mail/newsletter communication, online media planning/buying and affiliate/sponsorship programmes.

Considering an E-marketing strategy
E-marketing is highly effective at creating worldwide awareness of products and/or services for considerably less than traditional forms of advertising. Despite this, it is not recommended that it should be looked at in isolation.
Businesses embarking on integrating e-marketing into their overall marketing strategy should consider how committed they are to adopting and pursuing this medium. It plays an important role in the marketing mix and, fully integrated, could steer all marketing activities in the future.

E-marketing works on the premise of driving web users to companies. More often than not, it drives these web users to a company's website. Taking this into account, a full analysis and, in some instances, an overhaul of the site may be required. Once this conveys the correct content, features appropriate branding and includes action triggers to turn site visitors' interest to enquiries, the rest of the e-marketing strategy can take shape.

Generating increased numbers of visitors to your site can be achieved through high search engine listings, pay-per-click advertising, targeted e-mail strategies, using in-house or paid for demographic databases, sponsorship of/partnerships with other websites, planned media banner campaigns and affiliate programmes. Statistical data to demonstrate the success of each of these can be accessed at any time.

By continually monitoring and evaluating this information, together with data detailing which pages site visitors have accessed on your website, changes can be swiftly made to increase the likelihood of site visitors becoming potential customers. In addition, techniques can be applied to encourage site visitors to register for newsletter/company information. This offers a communication platform to create customer loyalty and retention.

Conclusion
The internet is redefining a new economy and, in turn, altering historic business practices.
Consumers with internet access spend 34 per cent of their media time browsing on the internet (Forrester Research). These levels are set to increase. Companies need to integrate and develop suitable e-marketing strategies that will capitalise upon this trend and the diminishing global barriers. Those that do not react could find it more difficult to compete in the longer term.
Analysts are already predicting that one-third of the FTSE 100 companies will be replaced within two to three years by companies that have embraced the internet and have carefully considered both its merits and its pitfalls.
E-marketing enables companies to obtain an immediate and continuous snapshot of how each and every marketing activity is impacting on the business. Returns on investment can be calculated and marketing strategy improved accordingly. It will become an essential part of the marketing mix and must not be overlooked.