Analysis of the Variables which Determine a Good E-Marketing Strategy: The Techniques Most Used During Times of Crisis

Analysis of the Variables which Determine a Good E-Marketing Strategy: The Techniques Most Used During Times of Crisis

Beatriz Sainz de Abajo (University of Valladolid, Spain), Isabel de la Torre Díez (University of Valladolid, Spain), Miguel López Coronado (University of Valladolid, Spain) and Carlos de Castro Lozano (University of Córdoba, Spain)
Copyright: © 2012 |Pages: 17
DOI: 10.4018/978-1-4666-1598-4.ch004
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Internet marketing covers all aspects related to the promotion and sale of a product or service through the Internet. This chapter demonstrates how adequate planning is fundamental in a Small and Medium-sized Enterprise (SME) to increase sales. The objective is to analyze the aspects which must be taken into consideration when developing a good e-marketing strategy and to study some of the different alternatives that the Internet and e-marketing make available to us: e-mail marketing, viral e-marketing, geomarketing, and positioning within search engines. Also the concept of Customer Relationship Management (CRM) will be analyzed. The leap into the global market is not easy and the reduction in budgets has inspired marketing professionals to adopt strategies which can be measured and the results controlled, pointing out that the online tactics and tools used by the vast majority of marketing professionals in their strategic plan are banners, search engines, and e-mail.
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A Primary Approach To The Concept Of E-Marketing

In 1973, Dr. Peter Drucker (1910-2005), perhaps the greatest business consultant that the world has known, and the creator of modern Management, said: “The purpose of Marketing involves making the sale easy, or rather knowing and understanding the client so well that the product or service satisfies their needs and sells itself, practically without promotion or publicity”.

The origins of e-marketing are found at the beginning of the ´90s in the form of simple web sites, which only contained text, and which offered information on products. Later came publicity banners complete with graphics. The most recent step in this evolution has been the creation of entire businesses which operate through the Internet in order to promote and sell their products and services.

As Paul Fleming commented, the 4 Fs of e-marketing are as follows (Fleming, P.):

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