Internet Marketing-Literature Review Essay
In this modern age of internet almost every progressive business have web presence, some of people think that website is just a commercial requirement but others think that it is mandatory to run their company activities. These different theories about internet have been discussed a lot in recent marketing literature. In the past decade marketers have been arguing about the role of internet in marketing. In the start marketers used internet as communication tool but as time passed they realized the true potential of internet and the idea of Internet marketing evolved.
Smith and Chaffey (2005) give a short and basic definition of Internet marketing as “Achieving marketing objectives through use of electronic communication technology”. According to Hoge (1993), Internet marketing is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media. Internet Marketing began with the use of telegraphs in the nineteenth century. With the advent and mass acceptance of the telephone, radio, television, and then cable, electronic media have become the dominant marketing force.
Hoge’s (1993) idea of Internet marketing is simple but it does not touch the important aspect of customer relationship. Strauss and Ansary (2006) defined Internet marketing in there latest book as the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders. This explanation tells that e-marketing is not only about selling products or providing services through IT but it is lot more than that.
It is not just traditional marketing using the information technology tools but it’s a strategic model to achieve brand value and provide customer satisfaction. On marketconscious. com (2006), the author simply stress on having a website URL in marketing effort, he recognize that even a conventional marketing effort like magazine or radio adverts are considered as e-marketing if they are promoting a website. (www. marketconscious. com/dict2. tm, 2006) this is a arguable description of e-marketing as internet is not the only medium for e-marketing. A very complete definition of e-marketing has been given on an educational website; it says “Moving elements of marketing strategies and activities to a computerized, networked environment such as the Internet.
It is the strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital ools”. (aede. osu. edu/programs/e-agbiz/pageglossary/main. html, 2006) From above definitions, idea of E-marketing can be derived as type of marketing in which objectives are achieved through use of electronic communication tools like internet, interactive TV and mobile phones. Generally people do confuse e-marketing with online or internet marketing, where online marketing is just limited to the use of internet technology to attain marketing objectives.
Dave Chaffey (2002) defines E-marketing as “Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs. (http://www. wnim. com/archive/issue2904/emarketing. htm, 2006).