E-Marketing Strategies, Social Media Marketing - Coursework Example

The paper "E-Marketing Strategies, Social Media Marketing" is an outstanding example of marketing coursework. With the high internet speeds, lower cost of data bundles and the rapid expansion of internet across the world, many people have embraced the new age technology. Our e-commerce website aimed at taking advantage of this and create a full-fledged online business that would fulfill consumer expectations (Chan, 2001). We developed a marketing website that also incorporated the use of social media for marketing and online advertising.

A go-to-market strategy describes how a company develops, markets, sells and delivers products and services. Initially, the only go-to-market strategy available was to communicate features and benefits and to keep the cost as low as possible (Heshan, 2010). With the rising popularity of e-commerce, customers have an expanded concept of value that includes credibility, convenience, security, competitive advantage, trust, and innovation.

Competing in an overcrowded online market is no way to sustain high performance. A new go-to strategic framework is required for the success of e-commerce (Marc, 2004). This strategy consists of three elements namely:

• Content which is what is being sold that is, what one take delivery of. This can take various forms such as physical product, information or a service.
• Context which represents how the content is marketed or presented for sale. It is centred on the loyalty of the consumer when a consumer has loyalty to a specific context, there is usually a great potential for the seller to sell related products and services.
• Lastly is the infrastructure which determines how the seller and a potential buyer are brought to a common location in the online market space.

The three elements mentioned above are usually divided and managed independently in order to establish new brand value; to create a unique and uncontested market space within the saturated online market (Heshan, 2010). In our website, we adopted a go-to-market strategy that focused on both transactional efficiency and streamlining of the supply chain as well as solution effectiveness aimed to continually develop new solutions to problems.

In the go-to-market strategy adopted, the markets were segmented according to age group, gender, geography, special activities and geolocation. The main purpose of this segmentation was to affect only a specific interest or behavior instead of reaching out to a demographic that is broadly defined. Customers would also be able to find goods and services they are looking for without much struggle and sometimes without the need of a search engine (Mustafa, 2011.). This method has been proven to be a very economical and fast way to promote the product.

Online ads are a type of goods and services promotion that uses basically the internet to deliver marketing messages to potential buyers. Online advertising has overtaken traditional TV and press ad campaigns. This is due to its great advantage in that while a good TV advert arouses curiosity among the consumers, effective print press ads offer a little more information, this impact gets dissipated over the days (Dholakia, Fritz, 2002). When the potential buyers are actually ready to buy, the campaign may be off, maybe temporarily, and a rival’s campaign may be on, and the potential customers or client have no way of retrieving your earlier ads. But With online ads, the potential customer can always replay it whenever needed.