Digital Marketing Report: E-marketing, Customer Behavior, and Strategy

This report delves into the evolving landscape of digital marketing, emphasizing the shift towards e-marketing and its impact on business strategies. It highlights the importance of digital channels, such as social media, SEO, and email marketing, in enhancing customer service, building relation...Read More

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Running Head: Digital Marketing
Digital Marketing

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Adding customer value and increasing profit through E-marketing
In this age of internet there has been a drastic change in doing the business. E-marketing is
gaining popularity increasingly and its adoption is being embraced by the use of SEO
services, social media, email marketing, and responsive websites. With e-marketing, the
customer services have been improved as the business can easily connect with the customers
through social media platforms (Sashi, 2012). Organizations are using the technology of
social media well by focusing on the well being and happiness of their customers. It does so
by monitoring social media networks such as Twitter, Facebook and many others so that the
problems related to customer care can be turned into opportunities and the customers can be
impressed by the speedy response of the organization. The digital exchange of information
helps in building relationships with customers by identifying their real needs.Any changes in
the price of the product is explained and the message is delivered to the customers through
digital channels. The website of the company helps in monitoring what the customers are
looking for. On the basis of this, the customers are then interacted through social media or
email which helps in building relationships with the customers by specifically addressing
their personal needs. The digital marketing tools enable the organization to engage more
often with customers and in a better way. The online presence of the organization enables it
to showcase the business through social media platforms and websites (Andzulis,
Panagopoulos, Rapp, 2012). With billions of active users of the internet it becomes easy for
the organization to reach more number of people which in turn increase the profit of the
business. The paid promotion is the strongest and easiest way by which any business can get
visibility on the internet. Facebook and Instagram Ads are examples of paid promotions
which are helpful in product promotion and increase the revenue as it addresses the large
number of audience across the world. More revenue can be generated since it attracts the

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international audience as well. Facebook on average has 556 million active users per day.
This strength of active users shows the power of the digital marketing and therefore more
revenue can be generated through this platform by advertising the product and converting the
active users into potential customers.
Behavior of consumers in online environment and E-marketing strategy
The customers in this digital era including the existing customers conduct an online research
before making any purchase. The information related to sellers and channels of sales is easily
accessible to the consumers through the internet (Cao and Li, 2015). This access allows
consumers to get the information related to services, prices, and products available from
different sources. Many of the consumers find this information to be overwhelming as they
can compare and choose from the best products and services suitable to them. Manufacturer
and supplier websites, discussion forums, comparison website, and advertisements are some
of the methods used by the consumers to identify the services and products relevant to them.
Websites for price comparison and recommendations from friends and other consumers via
social media and review sites are also considered as important information sources. The issue
related to which information shall be trusted or not is particularly important for the customers
in the digital environment as there are more changes of fraud online rather than offline. Due
to this reason, more importance is given to brand names by consumers as they can be trusted
more. It is evident that decisions of the customers are framed on the basis of information
available to them. On the other hand, some of the customers has low trust on the information
advertised online and find it irritating whenever an ad pops in. Consumers also believe that
there is a perceived risk linked with the internet use such as fraud, access gained by others to
the personal information and return policies, and quality of product are the major concerns.
However, advertising post sale increases the e-loyalty within consumers. Moreover,
transparent policies of return and timely fulfillment of order positively impacts the thought

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process of the consumers in online trade. It is also believed that loyalty aids in reducing the
efforts for search in purchases of future (Li, and Karahanna, 2015).The e-marketing strategy
is considered to be a sub-set of strategies in the market. E-marketing has importance in
identifying the goals and target groups, formulating story or message, and choosing the
channels of media. It is important for the organization to understand the need of e-marketing
strategy in their business before planning any e-marketing strategy (Theodosio, Kehagias,
and Katsikea, 2012). The managers should know whether e-marketing is beneficial for the
business or not and how it will be formulated. There are other things as well which shall be
considered while planning an e-marketing strategy such as deciding the people who will be
held responsible for developing the e-marketing strategy and deploying tools and services for
e-marketing.
E-marketing mix
It is important to understand the what, why, and how of the e-marketing so that its benefits
can be outlined. E-marketing is beneficial is usually beneficial for the organizations in
increasing their marketing speed as more audience can be marketed in lesser time through e-
marketing. E-marketing strategy includes creating an information loop for the consumers
which contains details of the products and services offered by the organization. E-marketing
strategies can be developed by taking into account customer relationship management,
organization’s website, and contextual advertising. CRM aids in maintaining the marketing
and sales data and its main purpose is to improve and empower customer relationships
(Armstrong, Adam, Denize, and Kotler, 2014). The vision for the marketing is shared with
the website and customers are interacted and communicated through it. Advertising decides
what information is required to be delivered to the consumers for a specified period of time.
The e-marking strategy also includes e-marketing mix which is equal to the marketing as both
are fundamentally same. The only difference is that it is the adaption of product, price,

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promotion, and place in context of digital marketing. However, physical processes, people,
and evidence can be included in the digital promotion mix.
Product: Research plays a major role when the organization has to decide which product
shall be introduced in the market. With the use of smart phones and computers research can
be conducted more effectively. The opinions of the people can be easily addressed with the
use of technology. Graphs and statistics available online can be used to identify the demand
for a particular product and the same can be manufactured without wasting much effort and
time (Deuze, 2013).
Price: The identification of real cost and cost comparison has become easy with the use of
digital information. This can be beneficial for the organization to decide the price of their
product. It is imperative that the price of the product should not be much lower or higher than
its competitors.
Place: The internet could be really helpful in getting the knowledge about the routes through
which the products can be delivered to the customers. The town, places, cities, and countries
where the product shall be placed could also be identified through internet. People located at
different places have different preferences the right place can be easily decided according to
the type of product.
Promotion: Digital marketing is known to be the best option for promoting the products.
Platforms of social media can be used by the organization to create awareness among the
people about the products and services. The attention of potential customers can also gained
by involving them in different contests held online.

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References
Andzulis, J.M., Panagopoulos, N.G. and Rapp, A. (2012). A review of social media and
implications for the sales process. Journal of Personal Selling & Sales
Management, 32(3), 305-316.
Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2014). Principles of marketing.
Australia: Pearson.
Cao, L. and Li, L. (2015). The impact of cross-channel integration on retailers’ sales
growth. Journal of Retailing, 91(2), 198-216.
Deuze, M. (2013). Media work. USA: John Wiley & Sons.
Li, S.S. and Karahanna, E. (2015). Online recommendation systems in a B2C E-commerce
context: a review and future directions. Journal of the Association for Information
Systems, 16(2), 72.
Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social
media. Management decision, 50(2), 253-272.
Theodosiou, M., Kehagias, J. and Katsikea, E. (2012). Strategic orientations, marketing
capabilities and firm performance: An empirical investigation in the context of
frontline managers in service organizations. Industrial Marketing Management, 41(7),
1058-1070.
Online Blog Links:
E- Marketing and Business Models (2018). E- Marketing Mix. Retrieved from:
http://Emarketingandbusinessmodels.Ml/E-Marketing-Mix/
E- Marketing and Business Models (2018). Behaviour Of Consumers In Online Environment
And E-Marketing Strategy. Retrieved from:
http://emarketingandbusinessmodels.ml/behavior-of-consumers-in-online-environment-and-
e-marketing-strategy/ :

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E- Marketing and Business Models (2018). Adding Customer Value And Increasing Profit
Through E-Marketing. Retrieved from:
http://emarketingandbusinessmodels.ml/adding-customer-value-and-increasing-profit-
through-e-marketing/ :