Understanding E-Marketing Strategies

Background

The new economic evolution based on the internet and digital, because breaks the limits of space and time. This is the basis of e-marketing. For Damian (2016), using digital channels can transcend traditional constraints such a geography and time zones to connect with a much wider audience. For this author e-marketing is important because the market is global and wider and it is necessary to be able to reach a segment with precision using the digital marketing that gives this option.

Online promotion strategies have “become a very important channel for retailers over the last two decades, driven by the quick delivery, lower prices, and faster purchasing time that it enables” (Wu & Ke, 2015, p. 94)

In the Figure 1¹ where show the date of the sales made online, these each year have been increased from 2014 to 2018. There is no doubt observing these ciphers are a booming tool as shown by the sales data, organizations must use it since it is a very important source of income and in constant growth.

Figure 1.

Worldwide e-commerace sales 2014-2018

In the figure 2² that include below, can observe the evolution that digital marketing has undergone, without this evolution it would have been impossible for e-marketing to have developed in the way it has done, since it needs technology to be able to be realized. As Rivera & Méndez (2017) argue, digital platforms represent the opportunity to generate a true brand experience that builds long-term business value.

Figure 2.

Evolution of digital market

These technological changes lead to changes in the market, which according to Molenaar (2016) are due to: Well-informed customer, the vigorous growth of buying on the internet, the extra services that internet suppliers could provide, lower costs of the web-bases shops (making the prices lower than the physical shops); direct communication such as email, etc.; the ability to analyses the viewing, clicking and purchasing behavior on internet buyers.

A possible definition of E-marketing it could be that is only one part of an organization’s e-business activities and consist in the use of information technology for the marketing activity, and the processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society. For Kotler & Amstrong (2003) e-marketing consists of what the company does to publicize, promote, sell products and services online.

For Strauss & Frost (2014, p. 23) “E-marketing affects traditional marketing in two ways. First, it increases efficiency and effectiveness in traditional marketing functions. Second, the technology of e-marketing transforms (…) this transformation also results in new business models that add customer value and/or increase company profitability, such as the highly successful Craigslist, Facebook, Twitter, and Google AdSense advertising models”.

But why should do e-marketing? Because offer for the organizations different advantages based on Selman (2017) and Somalo (2017):