Direct & eMarketing Essay Example | Topics and Well Written Essays - 2500 words

Direct & eMarketing - Essay Example To assert that the internet is just another channel to market is an understatement. It has revolutionized the way in which marketing is done. The advent of the New Media and Internet has increased possibilities of online marketing and internet retailing with new features of interactive shopping, pod casting and e-marketing. Consumers are connected to online shopping sites with WiFi, Internet or 3G mobile phones. E commerce has taken a new dimension in retailing with increasing number of people shopping online and even making flight bookings online (Papers4you.com, 2006). There is a range of access platforms such as web, e-mail, mobile phones and interactive digital TV that comprise the online channels which e-marketers use to build and develop relationships with customers. E-marketing, as specialists of CISCO puts it, "is a generic term utilized for a wide range of activities - advertising, customer communications, branding, fidelity programs - using the internet. More than the simple development of a website, e-marketing focuses on online communications, direct dialog with consumers who thus participate to the creation of new products, finding efficient methods to win customer's fidelity and ease their business-making process. eMarketing is the sum of activities a company makes with the purpose of finding, attracting, winning and retaining customers" (Otlacan, 2005). Accordingly, e-marketing allows relational exchanges in digital, networked and interactive environments. As a way of online shopping, e-marketing include service providers selling services and retail businesses selling items to customers and auctioneers as well who create marketplaces where citizens can buy and sell goods through the internet (Summers, Smith, et al, 2003). The tools used are a wide array of electronic possibilities that very much involve electronic mails. Practical illustrations of how internet marketing works are observed in the processes on which eBay, Yahoo! and Amazon.com undertake to facilitate its business. People who've got used to eBay don't often stop to think how amazing it is - an online marketplace where you can buy things from all over the world, without leaving your home. You can get things that you would never think anyone would bother to sell, and you can get them cheaply. The powerful search engine means that you can find things you'll like without even knowing exactly what you're looking for. Customers can buy goods from these online shopping sites by logging on to their websites (www.ebay.com). As online retailers, these businesses provide customers with pictures and descriptions of the products posted for sales transactions. In the case of Amazon.com, customer reviews of their books in addition to the book descriptions are provided. The sales process is conducted with the use of credit cards. Customers are required to enter the information from the credit card into the computer. With the information coming from the credit card, the modem sends out the details to the financial institution. Credit card is undoubtedly the dominant method of payment used to shop online. As the popularity of online shopping grows, many online retailers have increased their credit card security on their websites. Online retailers use encryption technology to make credit card information more secure and provide the padlock or unbroken key symbols in the