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The Internet has emerged as one of the most powerful marketing channels for many businesses today. Industries and companies, whether large or small, have realized greater dependency upon online marketing, or "e-marketing", in order to sustain their competitive edge both locally and globally. However, despite its rapid growth, misconceptions still exist about the real definition, role or function of e-marketing among many aspiring e-marketers.
It's More Than Owning a Website
E-marketing involves more than merely establishing a website. To succeed in conducting business online, it is necessary to have strategic planning and creative initiatives that are bold enough to attract and draw traffic to the site. Such initiatives can take place in different forms and channels. However, it has proven to be a more effective strategy to mix online with offline media, allowing one channel to promote another with all channels reinforcing the same message.
Unlike conventional marketing, e-marketing offers businesses and customers unique advantages that can effectively save both time and money, in addition to generating revenue. For example, in order to heighten brand awareness and extend consumer reach, businesses can opt to partner with other websites, utilize banner ads and web rings (links to similar websites), or join affiliate programs. They can also differentiate their website from competitors' by incorporating interactive features, value-added services, or information that site visitors cannot acquire from other media - such as, store locator or special online promotions. As well, e-marketing initiatives allow businesses to be more creative, offering an alternative to simply sending out information-based mail outs. For example, a similar mail out can be communicated by offering customers interactive games or downloadable screensavers.
10-Point Checklist for Effective E-Marketing
- Strategic Planning & Creative Initiatives
- Multi-channel Integration
- Online Partnership & Advertisement
- Unique & Interactive Website
- Implementation of E-mail Marketing
- Online Environment conducive to transacting/Interacting
- Comprehensive Customer Database
- Online Channels for Customer Feedback
- Opportunities for In-Web Dialogue/Communication
- Knowledge-sharing Culture & Positive Attitude among Employees
Any website would cease to exist without a commitment from customers to visit, interact and transact online. As such, it is crucial that businesses provide customers with value, convenience, as well as privacy. Addressing these issues proactively and providing easily accessible information will facilitate a successful user experience.
Mobilizing businesses online offers e-marketers numerous advantages. For instance, companies can build comprehensive databases capturing demographic and customer profiles in order to better understand purchasing patterns and target markets. This encourages interaction with customers by opening a communication channel for feedback and suggestions, which in turn helps the company improve its products and services.
Equally vital to the success of e-marketing is the support and understanding of employees. In order for a business to effectively communicate its products and services, its employees must first understand the objectives of the company, the value of the product and services they deliver and the characteristics of the customers they serve. By encouraging a knowledge-sharing environment, for example via a corporate intranet, employees will have better resources in learning how to effectively interact with their customers.
And.Not Just Sending E-mails
E-mail marketing is a powerful communication tool that presents a great opportunity for businesses to better serve and interact with their customers. This type of marketing includes newsletters, new product and service announcements, coupons, holiday greetings and invitations sent to specific groups of customers. Apart from its advantages over traditional mail, especially in terms of cost, reduced turnaround time and potentially higher response rates, e-mail is a fantastic one-to-one marketing tool that encourages valuable and personalized communication, thus enhancing the user experience.
Despite its proven effectiveness, e-marketing can also pose challenges if used inappropriately. Key lessons to bear in mind are: never overwhelm your customers with frequent, unsolicited mails; and adopt proper communication etiquette. As a best practice, you should always request permission from customers to add them to your mailing list, tailor messages to different audiences, and never list multiple recipients into the "To" or "CC" fields since it is considered an exposure of private information.
There are little tricks and tips in filling the "From" and "Subject" fields to get recipients to open and read your mail. In the "From" field, you should identify yourself and your business, and always send from the same e-mail address to get recipients to recognize you and your company over time. The "Subject" field should motivate recipients to want to learn more about the business and its products and services. Be as specific as possible; maintain a direct, matter-of-fact tone without making outrageous claims; refrain from using capital letters or quotation marks; and avoid making false implications that the information was specifically requested by the recipients.
Educating employees on how to effectively communicate with their customers is one step towards e-marketing success. In the next issue of Inetasia's e-newsletter, we will learn more about e-marketing and highlight some successful ways businesses can increase website traffic. Stay tuned!
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