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 Chances are, in today's business world, you are at least aware of the potential electronic media offers for marketers in any industry.
The internet and other technologies have a profound effect on the way business is conducted. This new approach can add value to current
customers, build new customer relationships, and increase your company's profitability.
E-marketing uses email, websites, blogs, PDA/iPod, text messaging, Pod casts, and other electronic medias to perform marketing activities and achieve desired marketing objectives. E-marketing can deliver messages in a timely, relevant, personal, and cost-effective manner. Electronic marketing can be Pull or Push types. There are pros and cons for each. Pull e-Marketing With Pull marketing, users must seek out and choose to view the content. Examples of this are websites and blogs and links to streaming media. Each of these examples requires a specific link, or URL. One major advantage of pull marketing is there are few restrictions on the type or size of content you put out. As long as you have the ability to upload and host on a server, you can make your content available. Also, since the decision to view is up to the user (customer), you don't have to ask for permission. On the other hand, you must consider the end-user's ability to view different file sizes and types. Not everyone has cutting edge technology that allows unlimited electronic functionality. Another drawback of pull marketing is the additional marketing effort that may be required to get the message to users. How do you get them to click your URL? And how do you get the right audience to receive the message? Pull marketing alone allows for limited personalization of your marketing message. Push e-Marketing Push e-marketing engages message recipients much more effectively than pull e-marketing. Messages can be personalized and targeted. Email is an example of push e-marketing. You have the ability to choose which customer contacts receive the message, based on criteria you choose. With email and other push e-marketing methods, the delivery method must meet compliance standards. Email is often heavily controlled and messages may be blocked before reaching the intended recipient. An effective e-marketing campaign might use concepts from both pull and push methods. For example, a product like the new Russell Associates "ProdCast" can be hosted on a company website and links emailed to a specific target audience, for downloading onto a PC for viewing now or use at a later date. Using e-marketing effectively can offer many benefits. E-marketing allows for lower costs for distribution. It helps you bring your message to a wide audience. It provides faster response that is easy to measure. And, e-marketing offers increased interactivity between you and your customers.
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