e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

What is e-Marketing?

e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt - that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's.

The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).

e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

e-Marketing Strategy

The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing - the well-known 4 P's (Product - Price - Promotion - Positioning) that form the classic Marketing mix. Add the extra 3 P's (People - Processes - Proof) and you got the whole extended Marketing mix.

Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P's) and upon each other.

1. Personalization

The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

For example, a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

2. Privacy

Privacy is an element of the mix very much connected to the previous one - personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

3. Customer Service

Customer service is one of the necessary and required activities among the support functions needed in transactional situations.

We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.

For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P's, hence its moderating character.

4. Community

We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.

The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.

The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) - therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

5. Site

We have seen and agreed that e-Marketing interactions take place on a digital media - the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place - a digital location for digital interactions.

Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.

This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing - it is then a moderating function.

6. Security

The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

What we need to keep in mind as marketers are the following two issues on security:

- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

- security of data collected and stored, about our customers and visitors.

A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.

To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)
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Otilia Otlacan is a young certified professional with expertise in e-Marketing and e-Business, currently working as independent consultant and e-publisher. She developed and teach her own online course in "Principles of e-Marketing" and is also a volunteer Economics teacher.

You can contact her via her personal website at BRAINmarketing.net [http://www.brainmarketing.net] or check out her latest developing Marketing resources project at TeaWithEdge.com

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Advantages and Disadvantages of Direct Marketing

The term marketing implies the single goal of profit. It is categorized into two, direct marketing and indirect marketing and there is a significant line of difference between the two. Direct marketing is basically business from manufacturer to consumer without the involvement of middlemen, whoever it is. This is generally done by mailing the consumer or contacting him directly, so he can know about the products. The use of media advertisements is very limited and whatever little use is made includes only the demonstration of their products with call back numbers. Direct marketing is a boon and a bane, both in some respects:

Advantages:

- Direct marketing involves direct business. So it is cost beneficial for consumers, as there is no price hike due to wholesalers or retailers.
- Marketing executives can state certainly of the exact response to their products.
- The profit or loss can be more accurately judged.

Advantages and Disadvantages of Direct Marketing

Disadvantages:

- Sometimes, direct mailing offends the customers and many do not endorse it as they say it inhibits their private lives.

But most marketing managers are in support of this kind of business. The various forms in which direct business is made are:

- Direct mailing: Here, paper mails are sent to the selected groups of people, who likely to give positive response e.g. the paper mails of latest food processor is sent to all homes where house wives are resident so that immediate response is seen. Also CDs can be used as demonstrating media.

- Email Marketing: Here, emails are sent to all the selected customer categories with repeated intervals of time. But most of these are put into trash and spams. So the effectiveness of this form cannot be predicted.

- Telemarketing: In telemarketing, calls are made directly to the consumers and the concerned product is advertised. People sit at call centers to sell products on behalf of their clients. But this form of direct business is quite unpopular and most people oppose the uninvited calls. It was initially made illegal but later on new laws were re-enforced and calls are now made only to those who don't mind them.

- Voicemail: Telemarketing created a lot of consumer opposition and consumers would abuse the ones advertising on the phones. In order to avoid this, voicemail marketing was introduced, wherein; the entire advertisement is digitally recorded and presented.

- Use of coupons: Coupons are attached to direct mails and sent to the consumers. These generally advertise and give cost benefit to the consumers. So they avail these coupons and respond fast.

- Television marketing: Advertisements are given on the television and demos are with toll-free call back numbers or certain websites for the consumer to get in touch with the manufacturers.

- Broadcast faxing: This is the least popular form of direct marketing. The ads are directly faxed to the consumers.

Direct marketing can thus become successful only if the entanglements with the consumer are good. It can be B2B or B2C. It measures exact consumer response.

Advantages and Disadvantages of Direct Marketing
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Internet Marketing - Advantages and Disadvantages

Everyone seems to be jumping on the internet marketing bandwagon lately. In the race to get their business online, many successful businesses forget to ask themselves some tough questions about what they are doing, what their expectations are and what their plan is to meet those expectations.

The internet can be a powerful tool that can put you on solid footing with bigger companies. On the other hand, the other companies may have more money to pay for advertising. Here are a couple of things to keep in mind as you analyze your internet marketing strategy.

Advantage of Internet Marketing

Internet Marketing - Advantages and Disadvantages

- your store is open, 24 hrs a day, 7 days a week. Further, your customers are worldwide in reach, and can shop anytime that they want to

- the cost of spreading your message is next to nothing. Emailing your subscription base is more oftne cheaper than sending a letter through the mail

- updating your subscribers can be done almost instantly through email. Visitors to your website can get up to the minute information on each visit. If you are having a sale, your customers can start shopping at the discounted prices literally as soon as they open their email

- if you have an information sensitive business, such as a law firm, newspaper or online magazine, you can deliver your products directly to your customers without having to use a courier

Disadvantages of Internet Marketing

- online marketing is not free. The cost of software, hardware, wed site design, maintenance of your site, online distribution costs and of course, time, all must be factored into the cost of providing your service or product.

- slightly over 50% of households shop online. While that number will continue to grow, you are reaching less than two out of three households.

- the internet is still regarded as a source of information gathering for the majority of your customers. Of the number of visitors to your site, the vast majority of visitors who are motivated to buy will do so in person. Many people prefer the live interaction when they buy. If you have a small business with one location, this may deter customers from buying.

- easier to have outdated information on your site, thus timing of updates is critical

- there is no replacement for good old fashioned customer service. The majority of internet marketers lack customer service and inquiry response programs. As a result, many online visitors to your site will already have painted your site as poor service before they have even contacted you. The majority of websites also have poor navigation, which makes it difficult for your visitor to find what they are looking for. Many sites were created with a marketing view, not a customer service point of view.

- is your site secure? Does your customer know this? There are many incorrect stereotypes about the security of the internet out there. As a result, many of your visitors will not want to use their credit card to make a purchase. The fear of having their credit card info stolen is a clear and present danger in the minds of your visitors

- there is a lot of competition for your product already out there. By the time your visitor finds you, they have already been clicking many links. Unless they can find what they are looking for quickly, they are gone.

- many web visitors expect something for free. What do you have to offer them?

There are many other pros and cons of internet marketing. Its important for you to consider each when creating your internet marketing strategy. Each of the disadvantages can be overcome, but only if you view the customer experience from the eyes of your customer, not as an internet marketer.

Internet Marketing - Advantages and Disadvantages
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Marketing Product And Services - What Is The Difference Between Product And Service Marketing?

It may be commonly perceived by many people that there is a world of difference between product and service marketing. They could not be further from the truth because in fact there is hardly any difference. This may be because most people are not given to purchasing products and services. Instead, what makes them buy a product or service is the usefulness of the product or service and how it will benefit them.

The product or service that people purchase is meant to be a solution to some problem, which may be simple or it could be serious problem. The job of marketing is to give to the customer something that is wanted and it may require attracting people to seek a particular solution that is a product or service. There must also be consistent follow-up action that will keep the customer informed about the benefits of the product or service being marketed.

Thus, the main difference between marketing products or services is that there is much more personal contact required when marketing a service as compared with marketing products. Marketing services may require meeting the customer in a face-to-face basis, or it may mean contacting prospective customers over the telephone.

Marketing Product And Services - What Is The Difference Between Product And Service Marketing?

In addition, you would also need to know what the potential customer wants and then give them just that, which is a sure shot means of getting more business. Getting more people attracted to your product or service will help you gather information that can be used to contact them, which is an important step in making a sale.

Once your marketing efforts get you good prospective clients who are coupled with follow-up action, the chances of converting a good percentage of these prospective customers into paying customers will greatly improve and there will be no real perceivable difference between marketing a product or service except perhaps the amount of personal contact made with the customer while marketing your product or service.

Marketing Product And Services - What Is The Difference Between Product And Service Marketing?
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Save Time By Creating Email "Signature Templates"

If you're like me, there are certain types of email that you send out regularly that follow a set form (client follow up notes, meeting notes, email article submission, etc). These can be irritating to have to recreate from scratch every time, but the tried and true method of creating a separate document-file template, then sending that out as an attachment, may not always be appropriate. For example, email-based article submissions generally accept only plain text in-message formatting and require rigorous adherence to detailed submission guidelines involving the placement of bylines, the structure and length of the article body and the arrangement and length of bio-boxes and other inclusions - any deviation from which will result in a refusal of submission. Aggravatingly enough, these submission requirements are often so completely different from one submission site to another that it is difficult if not impossible to keep them straight without an entire set of templates.

To get around these and other problems, consider using the signature option in your emailer program to create individual email "signatures templates" for these commonly sent and repetitive emails. Using the above example of an email article submission email, I might create a "signature template" that looks something like this:

Save Time By Creating Email "Signature Templates"

Title

Byline

Body (single spaced, 60-65 characters per line, no html)

Bio-box (no more that 3 sentences, no more than 2 links)

For a client follow-up or team meeting follow-up email, it might look something like this:

Client (or team member) Name

Date of Meeting

Summary of Meeting

Comments

Action Steps

Next Meeting Agenda

Once the "signature template" is complete, simply save it under a descriptive name ("articles-to-go submission" or "client meeting") and it's ready to use next time you're ready to send an email. Just insert the signature, then type around or over the contents as appropriate. Keep in mind, also, that you can add more than one signature to an email in most emailer programs, so using one of the above "signature templates" does not preclude your adding a standard business signature at the end of the email, as you would normal do.

I'm sure that if you think creatively and look at the emails you send out on a regular basis, you'll find many examples for which a simple "signature template" can save you time, trouble and annoyance. How many ways can you think of to use this time-saving trick?

Save Time By Creating Email "Signature Templates"
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(c) Soni Pitts

ABOUT THE AUTHOR

Soni Pitts is the Chief Visionary Butt-Kicker of SoniPitts.Com. She specializes in helping others reclaim "soul proprietorship" in their lives and to begin living the life their Creator always intended for them.

She is the author of the free e-book "50 Ways To Reach Your Goals" and over 100 self-help and inspirational articles, as well as other products and resources designed to facilitate this process of personal growth and spiritual development.

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How to Find Someone on Facebook by Email Address

Facebook is one of the social network sites with the highest growth rate. If Facebook were a country it would be the world's fourth largest country. Facebook added 100 million users in less than 9 month! It has become obvious: Social Networking and specifically Facebook is not just a trend - it is the way of interaction of the future.

If you are new to Facebook please view my other article on 'Facebook - How to Sign Up' and 'Facebook - Personal Page, Group and Business Page' to get started the right way.

If you are already on Facebook you have got an option to find friends you already know: via the Friend Finder, which is the place where Facebook matches people you might know through mutual contacts. You can find those friends under the heading 'Suggestions' in the right column in your 'Home' Facebook page.

How to Find Someone on Facebook by Email Address

What if you want to find someone by their email address? Follow these simple steps:

1. Find their email address in your contact list

2. Copy the email address to make sure you have got the correct address

3. Go to your Facebook page, sign in, if you haven't already

4. In the top section next to the Facebook logo you can find three symbols and the search box next to it - paste the email address into the search box

5. Click on the search symbol or hit enter on your keyboard

6. Members with the email address will appear in a list

7. On the left side of the search results you will see whether the result is part of 'people', 'pages', 'groups' or other areas. Choose the one you are looking for, in your case 'people'.

What if the person does not appear after the search?

Either the person whose email address you have entered has not yet become a member on Facebook or is using another email address than the one you have entered.

In that case you can send them a message through Facebook and invite them to join. The search function will give you that step as an option if your search has not been successful. If you do not see that option, click on 'people' in the left column.

Alternatively simply send them on old-fashion email asking them whether they are on Facebook and if they want to add you as a friend!

How to Find Someone on Facebook by Email Address
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Home Remedy For Sinus Infection

Sinus infections are one of the most common infections across the world. Sinus attacks are caused by an infection in the sinuses or cavities that are present in the bones near the nose. When there is any swelling in these sinuses because of some infection, breathing becomes difficult, resulting in fever, headaches, and other discomforts. This is known as sinusitis.

Each sinus or cavity in the skull has an opening that allows free exchange of mucus and air. Each sinus is joined to the other by a mucous membrane lining. When there is an infection like hay fever or a disease like asthma, these sinuses and the lining become inflamed, causing air and mucus to be blocked inside or a vacuum to be created. This can cause pressure on the sinus walls, causing severe pain. Millions of dollars are spent for sinus medications and sinus research.

Sinus infections can cause a lot of pain and discomfort. Sometimes, the infection may also lead to some brain infections or other chronic problems. Though there is no effective remedy for sinus infections, a lot of comfort can be gained by treating the sinus symptoms like headaches, nasal discharge, nasal blocking, runny nose, ear/neck/cheek/jaw pain, swelling of eyelids, etc. However, acute or chronic sinus infections require prolonged treatments, comprised of antibiotics or therapies like saline nasal rinses, topical/oral decongestants, antihistamines, mucolytic agents, and intranasal corticosteroids.

Home Remedy For Sinus Infection

Sinus infections can also be treated by some home remedies. A lot of relief can be obtained by inhaling steam from a vaporizer or a bowl of hot water. Applying a hot or a cold compress over the inflamed area would also provide relief. A decoction of mustard seed powder and water, instilled in the nostrils; eating jalapeno peppers; drinking juice of ripe grapes; applying a paste of cinnamon and water on the forehead; applying paste of ginger and water/milk on the forehead; applying paste of basil leaves, cloves, and dried ginger on the forehead; inhaling steam of eucalyptus oil; and drinking warm tea are all found to be effective in providing some relief. Drinking a lot of water and other fluids would also help. A great deal of rest is also required. However, it is better to consult a specialist if the infection persists.

Home Remedy For Sinus Infection
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Email Marketing: How Much is Too Much?

I have a special new email address. It's in addition to my primary email address and it's where I tell online marketers who want my business, to send their mailings.

I didn't want to do it. I didn't want anyone to be excluded from the group. I'm sure the online marketers are very nice people with great big hearts. And I'm sure that when I receive those frenzied emails with subjectlines like, "Dina, Last Chance to Attend the Hottest Seminar This Week!" these folks don't realize that they've been relegated to my Not Urgent or Important email account.

Sorry, guys. I didn't want to sequester you off like I did, but your nerve-rattling emails fly in every day. You send me emails EVERY DAY! That's really not right. That's more than I hear from my clients!

Email Marketing: How Much is Too Much?

Jenna Glatzer, freelance web writer and marketing genius in my humble opinion, said it best when she said that email marketing is a great way to build your brand, but you shouldn't be sending out those mailings more than once a month, maybe twice. Jenna, if you ever read this... I'm a huge fan and you make an unbelievably great point.

If my favorite internet marketing guru sends me an email once or twice a month, that gives me a chance to really look forward to whatever terrific insights he has to share. When that email finally lands... oh boy, am I excited! If he's offering a special promotion... well, maybe I'd better sign up! Because if I don't, the next one's not coming around until NEXT MONTH!

Now that I have quarantined the overzealous emailers in a new email box, I have the pleasure of watching them duke it out for the prestigious title of Most Emails In a Day. I shouldn't poke fun but I can't help myself. You're telling me what a smart marketer you are, and that all of your offers are so rare and highly sought-after. But I know that if I miss today's promotion, tomorrow there will be another one just like it. The day after that, same thing. That's a great way to keep me procrastinating forever. Thanks!

How often do you email your potential customers? Do you realize how intrusive and badgersome frequent emailing can be? When folks share their email address with you, that's a pretty great privilege! Don't clutter up their personal space. Why? Because clutter eventually gets packed up in boxes and stowed out of sight.

Copyright 2005 Dina Giolitto. All rights reserved.

Email Marketing: How Much is Too Much?
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