E-marketing: the 7Ps
E-marketing is marketing carried out using electronic technology.
Opportunities for e-marketing can be examined using the traditional 4Ps of
- product
- price
- promotion and
- place
plus, an additional 3Ps
- people/participants (for example, having adequately trained staff and support services)
- process (for example, payment and delivery processes) and
- physical evidence (for example, website layout and navigation).
The additional 3Ps are particularly relevant to the marketing of services.
E-Branding
A brand is a name, symbol, term, mark or design that enables customers to identify and distinguish the products of one supplier from those offered by competitors.
E-branding has become more and more important as companies decide to offer their services and products online. Website design, corporate branding, e-commerce and search engine optimisation are critical components in building a company’s e-branding.
Customer relationship management (CRM)
E-business can play an important role in the management of customers. It can help acquire customers and manage them to ensure loyalty and repeat business. This process is often referred to as customer relationship management (CRM).
CRM can aid an organisation in achieving the following:
