E-Marketing Strategies for SMEs
Added on 2020-03-04
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Running head: Impact of e-Marketing on Firm Productivity 1Impact of e-Marketing on Firm ProductivityStudent’s NameInstitutional Affiliation
Impact of e-Marketing on Firm Productivity 2Impact of e-Marketing on Firm ProductivityLiterature ReviewMarketing has developed through different stages over the years as well as the attitudes of thecompanies in response to the marketing changes. From the ‘production concept’ (Cant, 2010)in the late 18th century to the ‘product concept’ by Kotler & Keller (2009); to the ‘sellingconcept’ as explained by Solomon et al. (2013); and to the ‘marketing concept.' Theintroduction of the marketing concept in the 1950s caused businesses to shift from thepractice of just selling any products to the consumers. Cant (2010) suggests that the aim ofthe concept of marketing is to avail the precise product or service that tends to meet andfulfils the needs and wants of the customer in a better way than the competitors, and at thesame time realizes the goals of the company. The marketing concept outlines four significantviews that a business should be able to attain; contentment of the needs and wants of thebuyer, the realisation of the business’ target, and synchronize all operations of the companywhile maintaining business ethics. The growth and development of e-marketing have attracted much research and thereforedifferent definitions. The definition of e-marketing according to Stokes (2011) is exploitinginformation technology networks to pursue brand marketing. Also, Molenaar (2013)describes e-marketing as “an integral strategy based on customer behaviour”. On thecontrary, Gilmore, Gallagher & Henry (2007) describes e-marketing as using both theinternet and the internet related tools to aid in the attainment of the goals of marketingalongside other techniques of marketing communication. Kotller & Keller (2009) providesthe latest definition: “e-marketing explains company endeavors to notify buyers,communicate, promote and sell its offerings through means of the Internet.” To explain indetail the thought of internet and e-marketing, some associated phrases like digital marketing,
Impact of e-Marketing on Firm Productivity 3e-commerce, and internet marketing have been used in this literature. Jooste, Strydom,Berndt, & du Plessis, (2012) examine the changes in business communication as a result ofthe effect of information technology on digital communication networks such as phones(mobile), emails among others. Such means enable the company to personalize customercommunications. Furthermore, two-way communication is possible through the socialnetworks, for instance, Twitter, Facebook, Whatsup which continues to create goodrelationship opportunities in the organization. The research by Meng, (2010) proposes that the explanations of e-commerce and e-marketingbe united and the emerging thought of e-commerce e-marketing be clear, analysed anddeliberated. Furthermore, the research posits that electronic business and e-marketing aresupposed to be created and then progressively assimilated. Research by Robins, F. (2000)suggests that conventional marketing cannot entirely be replaced by e-marketing even thoughit is a helpful and supportive operation. Moreover, Robins, F. (2000) asserts that the inclusionof the new technology by the managers should be done with the objective that customers willexperience superior value. The distinctions between traditional marketing and e-marketingare further made by Molenaar (2013). He states that the 4P’s are altered based on the marketsituations in the traditional marketing process, whereas the 4P’s in the e-marketing aremodified in preference to an individual customer relationship. According to him, the focus ine-marketing is on the acknowledged relationship and not on the market. Thus the 4P’s areapplied by the customer's preference.Most businesses with a historical track record of successful marketing have adopted differentmarketing orientations as a guide. Molenaar (2013) asserts that it is significant fororganizations to factor in e-marketing as part of their marketing strategies irrespective of the
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