The E-marketing mix

E-marketing is one of the most important elements of the the marketing communications mix because it offers new levels of interactivity that other methods of communication cannot. The versatile nature of e-marketing means that new channels of communication are constantly becoming available and it has become a mainstream marketing channel that can heavily influence customer decisions and online behaviour.

It is believed by many academics that messages received through innovative technologies can enhance the effectiveness and efficiency of traditional marketing communications. The Internet offers various ways for customers to interact with more traditional media. A brand’s online proposition can increase awareness of their product or service and even improve customer perceptions of the business.

There are increasing benefits to advertising online, such as assisting with buying decisions and maximising quality visitors within a target market. It is important that companies communicate through the appropriate online channels and with the correct market segments. Although this may be time consuming, it is important that the right messages are going to the right places.

Online marketing uses a ‘pull’ strategy which requires the customer to actively search out a company's online proposition. This differs from ‘push’ strategies such as television advertising which are communicating a message to various market segments, but with no guarantee of it being received by the right people. This illustrates the importance of strategic balance between the use of online and offline communication techniques.

Over the past few years many companies have woken up to the benefits of e-marketing and many businesses regard their online offering as a way of gaining competitive advantage. An increase in the levels of interactivity between the company and customer can lead to repeat purchases, and help generate customer loyalty.

Further analysis has revealed that a company is able to form relationships with customers and ensure satisfaction by marketing online (Smith and Taylor, 2004). The worldwide adoption of social networking sites has meant that organisations have an easily accessible channel with which to update current and prospective customers of any new products or promotions that are on offer.