A Study of E-Marketing
Content
Literature Review
What is E-marketing
Owing to the fact that World Wide Web has developed rapidly since last decades, more individuals, managers, and even marketers integrate the internet and relative technology devices with marketing strategies. As a result, terms such as online marketing, digital marketing, Internet marketing, electronic marketing, and even hypermedia marketing had been used for elaborating the new concept of marketing. However, online marketing, Internet marketing and E-marketing will be used frequently interchangeable and can often be considered synonymous (Gilmore et al., 2007). Although there is still no fixed nomenclature for this modern marketing strategy (Dholakia,2005), the term “E-marketing” would be used hereafter in this article. This article attempts to focus on how E-marketing is defined in research and discuss its adoptions and advantages for enterprises. It is imperative to distinguish between two commonly used and easily confused terms (E-business and E-commerce) before discussing E-marketing. According to Krishnamurthy (2006), E-business is an overarching term that describes how businesses run on the Internet or Web, and utilize Internet technologies to improve the productivity or organizational performance. On the other hand, E-commerce focuses entirely on the Internet or web to facilitate commercial transactions and even includes almost any transactional event in nature in real world, such as banking, stocks and bonds trading, auctions, retail shopping and so on. In addition, there are three popular types of E-commerce: business to business, business to customer, and customer to customer. Similarly, in terms of E-marketing, one cannot deny that online environment and electronic technologies play a significant role in marketing activities. Shaltoni and West (2010) claim that a majority of the definitions share an equivalent core which is that E-marketing is accomplished or facilitated via diverse electronic information and communication technologies. Likewise, Gilmore et al. (2007) also assert that the term E-marketing includes using the Internet/Web and related information technologies, such as e-mails, real-time communication, web blogs, websites etc., to help organizations achieve marketing objectives. In addition, it is of importance to note that E-marketing may not only focus on online advertising but also help organizations manage or accumulate mass useful data. Analyzed in most studies, different E-marketing activities present diverse levels of E-marketing adoption. In 2000, Hanson suggested that a distinction UNSW Institute of Languages
Tertiary Orientation Program
Page. 1
Literature Review
What is E-marketing
can be made between three stages, which are publishing stage, database and forms stage, and personalization stage. Likewise, Shaltoni and West (2010) supports the previous notion by stating that the different e-marketing adoption levels could be also roughly divided into three stages: communication level (basic adoption), transaction level (intermediate adoption), and transformation level (advanced adoption). In general, basic level adoption means organizations have simple extension of marketing communication department. For example, companies might establish a static website to provide products and company information or receive orders via the Internet. The second level adoption includes conducting marketing transactions with E-marketing resources, such as selling products and accepting payments online or online customer service. Finally, organizations which could enable to utilise E-marketing strategies to drive corporate strategies would get involved in the advanced adoption. It is evident that the advanced adoption level is best characterized by high levels of interactivity, clear and solid E-marketing strategy, and availability of enough resources to conduct E-marketing functions ( Shaltoni and West ,2010). An exploratory research effort was made by Shaltoni and West (2010) in which the adoption of E-marketing has been associated with an array of potential benefits. The competitive advantages include raising profitability, market expansion, and improving other marketing functions. Increasing revenue and cost reduction might always be linked with the term which is “increases in profitability”. As previously stated, enterprises might enable to achieve various objectives, inclusive of increasing in sales, reducing cost of advertisement by conducting different levels of E-marketing. For instance, Krishnamurthy (2006) indicates that by Internet-based advertising (e.g., pop-under ads, pop-up ads, banner ads, e-mail, and advergames) or other advertisements via technology devices (e.g., text ads) , organizations could empower themselves to enlarge market share and cut down cost of advertising. In conclusion, this review has discussed what is E-marketing and various adoption levels might get involved in different marketing activities. In Consequence, diverse E-marketing campaigns could bring about a variety of levels of benefits. Besides, for marketers and organizations, it is worth focusing on setting an explicit ultimate goal, identifying potential and suitable actors, determining marketing spaces and actions, and even predicting ultimate outcomes when an E-marketing activity is commenced to be conduct. UNSW Institute of Languages
Tertiary Orientation Program
Page. 2
Literature Review
What is E-marketing
References Dholakia, U. M.(2005). Concept Discovery, Process Explanation, and Theory Deepening in E-marketing Research: The Case of Online Auctions. Marketing Theory, vol. 5(1):pp.117-124. Gilmore, A., Gallagher, D. and Herny, S.(2007).E-marketing and SMEs: Operational Lessons for The Future. European Business Review, vol. 19 No. 3, pp. 237-247. Hanson, W.(2000). Principles of Internet Marketing. Ohio: South-western College publishing. Krishnamurthy, S(2006). Introducing E-MARKPLANE: A Practical Methodology to Plan E-marketing Activities. Business Horizons, 49, 51-60. Shaltoni, A. M., & West, D. C.(2010).The Measurement of E-marketing Orientation(EMO) in Business-to-Business markets. Industrial Marketing Management, 39, 1097-1102.
UNSW Institute of Languages
Tertiary Orientation Program
Page. 3
What is E-marketing
Owing to the fact that World Wide Web has developed rapidly since last decades, more individuals, managers, and even marketers integrate the internet and relative technology devices with marketing strategies. As a result, terms such as online marketing, digital marketing, Internet marketing, electronic marketing, and even hypermedia marketing had been used for elaborating the new concept of marketing. However, online marketing, Internet marketing and E-marketing will be used frequently interchangeable and can often be considered synonymous (Gilmore et al., 2007). Although there is still no fixed nomenclature for this modern marketing strategy (Dholakia,2005), the term “E-marketing” would be used hereafter in this article. This article attempts to focus on how E-marketing is defined in research and discuss its adoptions and advantages for enterprises. It is imperative to distinguish between two commonly used and easily confused terms (E-business and E-commerce) before discussing E-marketing. According to Krishnamurthy (2006), E-business is an overarching term that describes how businesses run on the Internet or Web, and utilize Internet technologies to improve the productivity or organizational performance. On the other hand, E-commerce focuses entirely on the Internet or web to facilitate commercial transactions and even includes almost any transactional event in nature in real world, such as banking, stocks and bonds trading, auctions, retail shopping and so on. In addition, there are three popular types of E-commerce: business to business, business to customer, and customer to customer. Similarly, in terms of E-marketing, one cannot deny that online environment and electronic technologies play a significant role in marketing activities. Shaltoni and West (2010) claim that a majority of the definitions share an equivalent core which is that E-marketing is accomplished or facilitated via diverse electronic information and communication technologies. Likewise, Gilmore et al. (2007) also assert that the term E-marketing includes using the Internet/Web and related information technologies, such as e-mails, real-time communication, web blogs, websites etc., to help organizations achieve marketing objectives. In addition, it is of importance to note that E-marketing may not only focus on online advertising but also help organizations manage or accumulate mass useful data. Analyzed in most studies, different E-marketing activities present diverse levels of E-marketing adoption. In 2000, Hanson suggested that a distinction UNSW Institute of Languages
Tertiary Orientation Program
Page. 1
Literature Review
What is E-marketing
can be made between three stages, which are publishing stage, database and forms stage, and personalization stage. Likewise, Shaltoni and West (2010) supports the previous notion by stating that the different e-marketing adoption levels could be also roughly divided into three stages: communication level (basic adoption), transaction level (intermediate adoption), and transformation level (advanced adoption). In general, basic level adoption means organizations have simple extension of marketing communication department. For example, companies might establish a static website to provide products and company information or receive orders via the Internet. The second level adoption includes conducting marketing transactions with E-marketing resources, such as selling products and accepting payments online or online customer service. Finally, organizations which could enable to utilise E-marketing strategies to drive corporate strategies would get involved in the advanced adoption. It is evident that the advanced adoption level is best characterized by high levels of interactivity, clear and solid E-marketing strategy, and availability of enough resources to conduct E-marketing functions ( Shaltoni and West ,2010). An exploratory research effort was made by Shaltoni and West (2010) in which the adoption of E-marketing has been associated with an array of potential benefits. The competitive advantages include raising profitability, market expansion, and improving other marketing functions. Increasing revenue and cost reduction might always be linked with the term which is “increases in profitability”. As previously stated, enterprises might enable to achieve various objectives, inclusive of increasing in sales, reducing cost of advertisement by conducting different levels of E-marketing. For instance, Krishnamurthy (2006) indicates that by Internet-based advertising (e.g., pop-under ads, pop-up ads, banner ads, e-mail, and advergames) or other advertisements via technology devices (e.g., text ads) , organizations could empower themselves to enlarge market share and cut down cost of advertising. In conclusion, this review has discussed what is E-marketing and various adoption levels might get involved in different marketing activities. In Consequence, diverse E-marketing campaigns could bring about a variety of levels of benefits. Besides, for marketers and organizations, it is worth focusing on setting an explicit ultimate goal, identifying potential and suitable actors, determining marketing spaces and actions, and even predicting ultimate outcomes when an E-marketing activity is commenced to be conduct. UNSW Institute of Languages
Tertiary Orientation Program
Page. 2
Literature Review
What is E-marketing
References Dholakia, U. M.(2005). Concept Discovery, Process Explanation, and Theory Deepening in E-marketing Research: The Case of Online Auctions. Marketing Theory, vol. 5(1):pp.117-124. Gilmore, A., Gallagher, D. and Herny, S.(2007).E-marketing and SMEs: Operational Lessons for The Future. European Business Review, vol. 19 No. 3, pp. 237-247. Hanson, W.(2000). Principles of Internet Marketing. Ohio: South-western College publishing. Krishnamurthy, S(2006). Introducing E-MARKPLANE: A Practical Methodology to Plan E-marketing Activities. Business Horizons, 49, 51-60. Shaltoni, A. M., & West, D. C.(2010).The Measurement of E-marketing Orientation(EMO) in Business-to-Business markets. Industrial Marketing Management, 39, 1097-1102.
UNSW Institute of Languages
Tertiary Orientation Program
Page. 3
