Global e.Marketing

“Every business is an information business.”

The above phrase includes the crucial role of IT in organizations in this era. The role of IT and its impact on organization is unlimited. We can hear or we can read words such as e.Marketing, e.Business, e.Commerce, B2B, B2C, e.Brand, e.Communication, e.CRM, E-mail, World Wide Web, and Internet. The contemporary war has been transferred into the Internet based applications. Consequently, the Internet dramatically affected the Global Marketing Strategies of organizations.

Keegan (2001) stated that “e.marketing is a  term that can be used to label the potential of information technology (IT) and the Internet, and the impact on marketing, e.marketing  is perhaps the single most important new development in technology in the entire history of marketing, particularly is its ability to leap over distance. It is clear that marketing is undergoing a revolution as a result of the explosion of information technology and the World Wide Web”.

The rapid development of IT has a catalytic role in organizations, nations, communities, and no more. First of all, Keegan (2001) stated very effectively the “Death of Distance”. The catalytic impact of IT in today’s business environment plays a significant role of “How the business game will be played in this era”. The following business aspects have been influenced dramatically:

Ø      New communication channels, such as E-mail, Intranet, Extranet, WAN, and LAN.

Ø      New business channel has been created, the development of E-Commerce. Keegan (2001) stated that “In short, the Internet has given birth to an entirely new business model and opened completely novel opportunities for global marketing”.

Ø      New Technologies changed the rules of competition. Thus, the adoption of strategic alliances, ongoing innovation, and efficiency of electronic value chain activities is a must in contemporary and successful organizations.

There are a plethora of things that organizations can do online, but at the end of the day the most important is “How effectively they have achieved to Market their Business Online?”

The impact of e.marketing on the economy extends far beyond the dollar value of e.marketing activity. Business use e.marketing to develop competitive advantage by providing more useful information, expanding choice, developing new services, streamlining purchase processes and lowering costs. The Internet also imposes price discipline as customers have access to price and product information from many sources. The bigger market volume is in the sector of B2B (Business to Business).

As per Kotler (2000) the marketing is moving from the market place into cyberspace. Thus, the difference of market place among virtual market space is that the market space emphasizes in “high-tech” and it is characterized by the power of information and communication technologies to satisfy customer needs and thereby continue business relationships.

Organizations that failed to adapt to the changes will dead. Contemporary technology, and e.marketing strategies is a must in nowadays.

“More of today’s marketing is moving from the market place into cyberspace”