If we begin to speak about an e-advertising, then what should we imply? “E-advertising is the advertising that uses the internet as its displaying media”. With this we have quoted one of the many contemporary definitions of the e-marketing. This definition being the most simple we could find. Another one, being the current operational description is as follows: an e-advertising is the sum of all possible activities that a commerce is conducting through the internet on its way to seeking and retaining the clientele. However contradictory matter an e-marketing is, yet known is one matter upon which there is absolutely no uncertainty: an e-advertising primarily appeared in the form of different techniques organized by several commercial institutions that had a purpose to promote their merchandise via the internet in the end of this past century.
These 7 aspects of the e-Marketing are put at the base of any e-Marketing strategy.
Privacy. This is a very significant aspect of the e-marketing mix which is a factor very much associated to the personalization, something we will speaking about further on. If we group and store up information regarding our customers and probable clients (thus, when we perform the personalization part of the e-advertising mix) a critical matter arises: the means this information will be considered, and by whom. A key task to perform when implementing the e-advertising strategy is that of creating and developing a policy for admission dealings to the collected data.
The personal data of the people being stored and systematized, it is then necessary to implement all the security features possible which in turn should be an imperative obligation for any sensible marketer.
Privacy is extra significant when building up the e-Marketing mix since there are a lot of set of laws and legal aspects to be considered concerning collection and sharing of such data.
Customer Service. Transactional conditions is something that each of us has previously or will sooner or later run across. With this in mind it is hard to overestimate the role of the customer support as an essential function of the overall marketing mix. We will attempt to unite the apparition of the customer support processes to the addition of the “time” factor in transactions. When we think of the customer support function in its possibly most largest and most complete meaning, then we should inevitably position it as a crucial one in the e-Marketing mix.
Personalization. The deep conception of personalization as a part of e-advertising mix lies within the need for recognizing, recognizing a certain purchaser with the aim to found relations (establishing relations being a primary intent of Marketing). It is decisive to be able to see our consumers on individual level and draw together all potential information about them, with the idea of knowing our market and be able to build up customized, personalized goods and services.
Just to illustrate you on the instance of the above said. Imagine a situation when we are capable to place a specially arranged data file into the workstation of our customer than we might be able to figure out if he is in fact using the broadband internet connection channel. Provided that it is not the fact, than we might let our user avoid certain pages containing the heavy loaded content such as video or audio content. In this way we will attempt to avoid certain distractions that might force out the customer thus leading to the lost profits.
As we can without problems comprehend, the support (or help if you wish) is able to be executed with any constituent from the classic 4 P’s, thus its moderating character.
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