E-Marketing Strategies and Online Brand Image Management Report

This report delves into the realms of e-marketing and online brand image management, focusing on strategies and techniques essential for businesses. It explores various aspects of e-marketing, including social media platforms, search engine optimization (SEO), and email marketing, highlighting their roles in attracting new customers, retaining existing ones, and building a strong brand identity. The report also provides insights into managing a brand's online image, emphasizing the importance of monitoring online conversations, being proactive in addressing issues, and using tools to maintain a positive brand reputation. A case study of Dove is presented to illustrate the significance of prompt and appropriate responses to potential brand image crises. Overall, the report offers a comprehensive overview of e-marketing strategies and brand image management, providing valuable information for businesses seeking to enhance their online presence and protect their brand image.

Marketing Principles
and Techniques
Contents

TASK 3......................................................................................................................................3
E-marketing..........................................................................................................................3
Management of the brand image online.............................................................................3

TASK 3
E-marketing
E- Marketing is the marketing which is done over internet. There are 2 synonyms
which are online and internet marketing. Its process of brand marketing by use of internet by
mobile phones and computers. It includes all the activities which the firm conducts by the
WWB with motive of new business attraction, retain the present businesses and develop the
identity of brand. Perky Blenders may use the various ways by which they can effectively
establish them in market-
 Social media platforms- It is the communication type with the consumers direct for
highlighting Perky Blenders products value and enhance firms image and spread it by
different channels of social media like Twitter, Facebook, Google Plus, LinkedIn,
You Tube and others.
 Search Engine Optimization- It is known as the art of enhancing appearance of site in
first result of the search engines like Google’s search. It is accomplished by keywords
to site for appearing in the search engines. It is inexpensive in comparison to Google
Ad Words. It increases visitor’s numbers and followers to site. Firm gets the better
return on investment.
 Email marketing- Perky Blenders may market the Incoming Blend coffee by the email
marketing, it is the way by which firm market the goods and services to the specific
target audience by the e mails. It is known as the best marketing due to its less cost,
easy in usage, target the suitable category and enhance investment on return (Guriță,
2019).
Management of the brand image online
 Perky Blenders may use different ways for maintaining the image of brand online-
 By monitoring the online conversations about business- Perky Blenders have to stay
on beat in each online platform such as social media, blogs, forums, articles and sites
of review where the consumers express their experiences. There are many tools for
monitoring social media which will aid the firm in keeping the brand image intact. It
consists of close eye keeping on the blogs of firms and site for any negative feedbacks
which will lead to minimization of negative outcomes but even also bring
opportunities to the firm.

 Be proactive than reactive- Social media is very dynamic in nature and if firm makes
a small mistake then it will hamper the brands image. But by being proactive and
resolving the mistake will save image. The management may conduct the deep
analysis of situation and provide the professional support to save firms image.
Here is an example how DOVE saved its image- As the part of its marketing campaign Dove
launched a 3 second clip of the vide on the Facebook page of US which featured 2 different
women’s belonging to different ethnicities removing T Shirts for revealing the next lady. But
it went wrong as it did not represented diversity. Dove had to immediately remove the post
and related content. They said this must not happen and re-evaluate the internal process for
the creation and approving the content for preventing to commit mistakes in future time.
They apologized sincerely for mistake (Grigsby, 2018).