Marketing Communication : E-Commerce in Marketing
Category : Marketing Concepts
E-Commerce and Marketing
Marketing can be considered as one of the most important element underpinning successful business creation (1994). Perhaps because of its complex applications, marketing has been defined in a variety of ways (1988). The marketing concept was first promulgated in the late 1950’s (1990). The importance of marketing concept incorporates oft-repeated elements such as: customer orientation; integrated marketing efforts; and resultant profitability (1990). In terms of managerial perspective in marketing, (1972) is the sole pioneer as he adopted the concept, when he proposed a generic concept of marketing concerned with how transactions are created, stimulated, facilitated, and valued. (1988) on the other hand, believe that the main purpose of marketing is to create and distribute values among the market parties through the process of transactions and market relationships. Furthermore, the American Marketing Association has defined marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (1994). However, with the introduction of new technologies especially the Internet, marketing ways have been changed greatly. Its impact cannot be denied and can be said to have revolutionized business. The Internet provides an effective interactive on-line tool that allows business processes to be aligned with growing demands for increased speed and efficiency at lower cost. The aim of this paper is to define E-Marketing and to review certain factors associated with it – including how it transform advertising, B2B, customer relations, and marketing strategies.
This research investigates that different marketing communication strategies being used by online companies. The problem to be explored is how e-commerce impacts the communication marketing strategies of online companies, specifically how it transform advertising, B2B communications, customer relations and marketing strategies.
The main research question that the study will try to answer is: What are the marketing communication strategies that online companies use? Specifically, it will try to answer the following questions:
Ø What makes the marketing communication strategies of online firms different from that of offline firms?
Ø Are online firms more direct to customers?
Ø What are the communication tools or mediums that online firms use?
Ø Is marketing through the internet an effective means of building a brand or getting new customers?
Ø Is online marketing less costly than offline marketing?
Ø Is online marketing faster to implement than offline marketing?
Research Aims and Objectives
The study will specifically focus on DVD movies distributor companies in the Internet. This industry has flourished since the beginning of the internet and now offers diverse genre of movies from box-office hits and animations to adult films and rare films. The main aim of the study is to explore the problem with this specific type of industry. The following are the objectives of this research:
Ø To be able to identify the marketing communication strategies of online DVD distributor/retail companies.
Ø To be able to identify if online marketing strategies of these companies are less costly than the marketing strategies offline.
Ø To identify the advantages and disadvantages of marketing through the internet.
Ø To give suggestions on how online marketing communications can be most effective to these types of industries.
The study will sample 50 DVD retail online companies. The sample will be stratified-random sampling. The survey strategy will be used for data collection. A structured questionnaire will be constructed for the survey and will be distributed to the respondents through email. Participation of the respondents will be treated with utmost confidentiality.
Data will be analyzed using the latest SPSS software. The analysis will look for the percentage and weighted mean of responses on each items.