INTRODUCTION (Mokhtar & Burgess, 2002pp1367) defines internet marketing as “the process of establishing and sustaining customer relations through online activities so as to facilitate the exchange of ideas, services and products that satisfy the needs of both the seller and the buyer.” They argue that with internet marketing, emerging businesses can take advantage of it and spontaneously grow to big industries…
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The main interest of a business is to know what their consumers’ need. The advantage of this type of marketing is that it customizes its offers, personifies the sites, and this provides added value. The customer can choose whatever he wants and other varieties that have been offered. This also improves the loyalty of the customer. The traditional type of marketing was only focused with the physical appearance of the product. Using the internet the cost paid by the consumer and the profit expected are both put in check. The customers can purchase whatever they like on the internet wherever they are, and get the item delivered to them instead of them going around physically and wasting time. Internet marketing offers a two way communication. These means that a business could easily fit in a customer’s needs, and provide whatever the market needs. Another advantage of internet marketing is that it reduces the many advertisements done on TV and radio, hence minimizing costs of selling the business. The speed of communication is also favored between the buyer and the seller. Time is saved unlike the way it was done traditionally. During the transportation of the products purchased, there could have been delivery obstacles, leading to insufficiency, but e-marketing has really reduced such inconveniences. It can also be noticed that transportation costs are reduced as the customer will not travel from point to point in search of a product in the market. A customer will also enjoy the reduced transaction costs and will not be suffocated by time and space. Internet marketing has helped the upcoming business in their difficult areas like unskilled labor, reduced business costs and increased productivity, inadequate capital and unavailability of good infrastructure. HOW TO DETERMINE IF E-MARKETING IS WORKING FOR YOU OR NOT When determining this, one should look at the effectiveness of a marketing strategy. It should be cheaper, faster and better than previously. There are some ways in which industries and organizations can measure if E-Marketing is working for them or not. As (Mokhtar & Burgess, 2002pp1368) suggests, “Increased revenue per employee, customer satisfaction, reduced inventory, increased sales per salesperson, an increase in market share and increased profits” are some of the ways in which the success of internet marketing can be determined. LIMITATIONS OF E-MARKETING ESPECIALLY TO SMALL ENTREPRISES Most of these enterprises lack E-infrastructure, they are not aware of what is happening, limited capital, low technology skills, unskilled labor, social and cultural inhibits just to mention but a few. These barriers have always pulled their business backwards. Strict policies in some countries could also affect the good performance of the businesses. Culture can be a barrier when looking at the ICT adoption. ADVANTAGES OF E-MARKETING It is vital to note that the traditional marketing activity occurs in three main channels. Distribution Transaction Communication. These advantages are divided into three main parts. They include Communication channel: information can be easily exchanged from the buyer to the seller. This can improve how the organization interacts with the customer and have a perpetual experience. By communicating directly with the customer, on is able to gather
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...” (Robbins et.al, 2010 p.71) The elements which are stressed in this definition are intensity, direction and persistence. Intensity element is the most important of the three elements and gets the maximum focus as it is concerned about the extent how much an individual tries to achieve something.
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