Marketing is to do with matching the features and benefits that your products and services are able to provide with specific customers and then telling those customers why they should buy them from you. This is not not a book I would recommend to someone just getting started with web based marketing initiatives but for those who are ready to roll up their sleeves and commit to this strategy this book is the bible of e-marketing for B to B companies.
The newly updated edition – based on Quirk’s unique Think, Create, Engage, Optimise structure and processes – includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.
This handbook covers all essential aspects of an e-marketing strategy including strategic planning, branding measures, content-building, search engine optimization, e-commerce and email marketing. A more comprehensive, practical definition is the one formulated by specialists of CISCO company: eMarketing is a generic term utilized for a wide range of activities – advertising, customer communications, branding, fidelity programs etc.
These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. The first part of the definition illustrates the range of access platforms and communications tools that form the online channels which e-marketers use to build and develop relationships with customers.
When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing).