Why E-Marketing

The 6Is of marketing is a summary of the differences between the new media and traditional media. By considering each of these aspects of the new media, marketing managers can develop plans to accommodate the characteristics of the new media.

Interactivity:

– Traditional media are mainly ‘push’ media – the marketing message is broadcast from company to customer – with limited interaction.

– On the internet it is usually a customer who seeks information on a web – it is a ‘pull’mechanism.

Intelligence: 

– The internet can be used as a low-cost method of collecting marketing information about customer perceptions of products and services.

– The website also records information every time a user clicks on a link. Log file analysers will identify the type of promotions or products customers are responding to and how patterns vary over time.

Individualisation: 

– Communications can be tailored to the individual, unlike traditional media where the same message is broadcast to everyone.

– Personalisation is an important aspect of CRM and mass customisation, e.g. every customer who visits a particular site is profiled so that when they next visit information relevant to their product, interest will be displayed.

Integration: 

– The internet can be used as an integrated communications tool, e.g. it enables customers to respond to offers and promotions publicised in other media;

– It can have a direct response or call back facility built in;

– It can be used to support the buying decision, even if the purchase does not go through the internet – with web-specific phone numbers on websites.

Industry structure: 

– The relationship between a company and its channel partners can be dramatically altered by the opportunities available on the internet. For example, disintermediation and reintermediation.

Independence of location: 

– Electronic media gives the possibility of communicating globally – giving opportunities of selling into markets that may not have been previously accessible.