E-Marketing comes from two words which is Electronic and Marketing. Electronic means apply and utilized technology such as the internet, while Marketing is a process which individuals and groups obtain what they need and want through bargaining with each other. Based on those two words we can conclude that E-Marketing is a process which individuals and groups obtain what they need and want by using internet technology. According to expert, Dr. Phillip Kotler (Kotler, 2011) E-Marketing is identifying, understanding, collaboratively creating and meeting a segment of human and social needs, wants, desires, wishes digitally. Every business needs marketing strategy to promote product and service. Nowadays, internet grows very fast and every company will become Virtual Company when use internet technology for doing business. This is the main reason why e-marketing becomes very important for company promote products and services, and gain more customers from internet users.
There are several type of e-marketing as follows :
- Email Marketing
If you want to reach customer in faster way, email marketing is effective to deliver commercial message to the customers. We can ask for customer’s email during customer registration and ask for customers’ permission if we want to notified their email with our offers or promotion. Email marketing helps organization to increase their sales and also do cross-selling to customers, because the customers directly receive message that will trigger them to buy product or use company’s service based on the message they received.
- Web Advertisement
This is the method of e-marketing that use website to put company’s certain product or services. It could be a pop up advertisement every time we access a certain web, or could be a banner on top, bottom, or side of a certain web. The objective of this method is to attract internet users.
- Social Media Marketing
We know in Indonesia, there are a lot of social media users, so it’s very effective way if company put advertisement of product and services by using Social Media, such as Facebook, Instagram, Path, or Twitter. Many companies have their own social media account to reach online customers. In Education industry, Binus University also has official Twitter account to promote the program for the students’ candidate.
- Search Engine Marketing
This method is using internet marketing that seeks to promote websites to increase company visibility on Search Engine Result Pages (SERPs) through the use of Search Engine Optimization (SEO), paid placements, contextual advertising and paid inclusion (Masoud Nosrati, 2013).
- Content Marketing
This is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action (Forbes, 2014). By using content marketing, company can spread the message through online communities that have open discussion like Yahoo! Group, and also find out the blog or the website that group members usually read or search.
- Multimedia Marketing
This technique means Company use combination of audio, video, images, etc to gain customers’ attention. For the example, Company makes video to promote products or services and post the video at company website and YouTube channel.
- Mobile Marketing
This is the marketing technique when Company promotes the products or services in mobile application, such as tablet or smartphone. Usually, the advertisement appears when we open application or playing games.
Why Company needs to implement E-Marketing strategy? Because many companies already implement IT, especially internet technology to support their business process. So, in this case e-marketing is very important to promote products and services. E-marketing is inexpensive when the company examining the operational cost to reach the audience, such as decrease advertising budget. The company also has the advantage of measuring statistics easily and inexpensively, because almost all aspects of an Internet marketing campaign can be traced, measured, and tested, in many cases through the use of an ad server. The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action.(Masoud Nosrati, 2013).
Also if company wants to implement E-Marketing, the company should consider about internet security issue and have to protect the actions by using firewall or virtual private network for bigger transaction.
Forbes. (2014, September 19). Forbes. Retrieved March 9, 2015, from www.forbes.com: http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/
Kotler, D. P. (2011). Marketing Management. NewJersey: Pearson.
Masoud Nosrati, R. K. (2013). Internet Marketing or Modern Advertising! How? Why? International Journal of Economy, Management and Social Sciences , 57-58.
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