To me, e-marketing, when it first comes to my perception, is about…

1. meeting consumers’ heavy needs on social media

In this day and age, social media platforms have already been part and parcel of our daily life. From the perspective of consumers, they always seek advice from online social networking sites like forums, websites before purchase. Sometimes they even “share” their post-purchase feedbacks with their friends or family members via facebook, twitter…

2. the latest trend in the marketing world

Everyone is doing business in this way. a company may fall behind if it still merely adopts traditional marketing. By adopting e-marketing, many companies succeed in bring more business opportunities and profits than before. Time cost and targeting effectiveness are also greatly improved.

3. the integration with traditional media/marketing mix

Although e-marketing is growing more and more important, it can never fully replace with traditional marketing. Instead, the best way is to combine the marketing mix, price, product, place, promotion strategies via online and offline channels.

4. an ongoing and ever-growing process

There is no standard formula for successfully launching an e-marketing campaign. A specific kind of e-marketing promotion may be popular today, but not forever. Take the QR code as an example, its popularity decades over time. Also, digital marketing campaigns should therefore be adjusted and reviewed from time to time to ensure it works in the long-term perspective.

Generally speaking, different scholars may adopt different definitions towards the term “e-marketing”. However, to me, I believe e-marketing should be characterized by the above features based on my perception. Looking forward to have more in-depth understandings towards e-marketing after studying this course! =]

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