They discuss various levels from basic to advanced adoption in order to explore that to what extend organizations can incorporate e-marketing. Firms can start from a very basic level where they might develop a website only or to an advanced level where they might be facilitating customization for their products. They conducted primary research by sending online questionnaires to 850 organizations to senior managers and marketing directors. In order to test the validity, factor analysis was carries out and finally the regression analysis. The results suggested philosophical and behavioral components that are the major components of EMO. The positive attitude of the marketers towards e-marketing was proven important throughout the implementation stage. A few limitations for this research included an inappropriate cross sectional analysis and neglecting the conditions to shift from one level to another. Also, only marketing and top managers were included in the sample and other managers were neglected.
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Marketing gives customers access to the organizations resources and technology can be combined with marketing strategies to give a much better performance. They also examine hoe this combination help to respond to the environment in better ways. A survey was carried and data was provided by 522 Belgium firms in a two months time. To analyze the results partial least squares approach was used to maximize he dependant variable's variance. The findings of this research concluded that direct impact of e-marketing capability on a firm. as also concluded that environmental turbulence impacts customers so firms have to deal with them properly. Thus, Business, IT and human resources together can provide a competitive advantage to an organization as technology alone is inadequate
It is vital to understand the behavior of these users to know how, why and when they choose a medium. The aim of this work is to find the attributes that have the strongest effect on consumers. A combination of IS and marketing literature has been consulted. Technology acceptance model has been used along with other theories, which is related to IS, for the quantitative analysis. The Meta analysis suggested that the 'pre purchase consumer perceptions' involve factors like the ease of use and risk involved. The pre purchased attitudes of consumers include trust, privacy concerns etc and after purchase the most significant is satisfaction. Certain limitations of this study are biases and errors. Secondly, with the growth of e-commerce, consumer attitudes can change and future researches should focus on retailing and technology.
He discusses the rise of e-marketing from the beginning of 1995, and how important it is currently due to its endless benefits for marketers as well as consumers. Daaim also focused upon the reasons for the initial failure of this new channel. A variety of literature has been consulted in the research. In the modern era, e-marketing has been combined with other technologies for a much better outcome and never ending options. It has almost become a matter of survival for businesses today and is emerging with increasing opportunities. Daaim concludes his work by laying great importance of e-marketing along with the difficulties faced in shifting to this channel and maintains it effectively to gain its full advantage.
This article researches upon the questions such as 'what is possible' and 'developing new technologies'. The king of the online C2C markets, ebay, dominates the internet auctions. Another assumption concluded was the motivation of small firms getting involved in e-marketing and that they are engaging in the area. Another important issue to be looked upon is trust. In this field it is found that the virtual sales agents have found to be more trusted by consumers. Thus researchers are asking unanswered as well as unasked questions for helping marketers to conduct their business on the web.
It is proposed that consumers should be able to 'opt out' if they want to. Cookies, that provide the customers data and preferences to website, should also be banned as voted by MEP's. This would be of a great concern for businesses as it would make them restructure their website which would in turn waste their time. Another major issue is the location-specific services where again there are conflicting views as it lessens consumers privacy. This is mainly applicable to the telecom industry and other electronic services, resulting in serious implications. This is difficult especially for mobile service providers.
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He also discusses search engines as a significant tool by registering and getting a high ranking for the websites. A problem associated with this is that this can be a slow process and can take about a month. Certain strategies for advertising online are also discussed. These include banner ads, which are very popular form of online advertising, advertorials, sponsorships, email advertising and others. These come with various benefits and are extremely important to understand. Some offline tools for e-marketing, as mentioned by Haig, include ubiquitous URL's; to make people know about your website, press conference; for example media releases can be included on your online press area. Live footage and others. Concluding, Haig lays great importance on the use of online and offline methods to add to the effectiveness of e-marketing activities.
It focuses on various e-tools and explains how marketing managers can gain full advantage of them. The authors have emphasized upon tools involving internet as well as other technologies. The emerging trend towards new technologies has created new ways of marketing. Interactive digital TV is amongst them. It comes with a number of benefits such as interaction with the audience, mass market advertising and several new opportunities. Similarly, in case of interactive radio, several advantages include the opportunity of high brand building, and higher interactivity. The authors discusses various mobile devices as e-marketing tools which points out towards the rising trend towards smart phones, SMS, location based services, Bluetooth technologies, browser phones and others. Summarizing the study, this is of great advantage for firms as they can integrate these e-tools and marketers can exploit new technologies to attract customers.
They start of with identifying through purchase patterns of individuals and then profile them based on demographics and examine different segments. Lastly these latent segments are profiled on the basis of benefits sought. For online marketing, the best approach is identified as the benefit segmentation as I greatly help in understanding the consumers. The authors use 'pick 1/K' data type, modeled by conditional multinomial logit. The research is based on primary data, collected through online survey. The data was used to find the maximum likelihood along with BIC and CAIC as CAIC is a stronger approach than BIC. This is called the latent class modeling approach. The results proved the authors point that e-consumers consider the losses more than the benefits and the major losses include security concerns and reliability. Prices are found to play a smaller role as consumers consider other attributes more significant. Another finding was that a large number of web users do not buy through the web merely due to security reasons.
It aims to find out whether the retailers benefit from offering multiple channels or not. CFA model is used to analyze the results and three important components were disconfirmation, customer satisfaction and multi channel service outputs. The findings of this study showed that retailers providing multiple channels gain greater customer satisfaction rather than those providing a single channel. The reasons for this include availability of service outputs and they help in satisfying customers high expectations.