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e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)
What is e-marketing?
E-marketing is still quite a controversial topic to talk about as no one has managed to harmonize the various theories around it; However, one thing that is not in doubt is that e-marketing first appeared in the form of various techniques used by pioneering companies that sold their products over the Internet in the early 90s.
The frenzy surrounding new marketing techniques created by these e-tailers and supported by the Internet quickly gave birth to a new dimension in marketing: e-marketing (electronic marketing).
There are many definitions of e-marketing, the simplest and shortest one is formulated by Mark Sceats: e-marketing is marketing that uses the Internet as a medium of manifestation. The working definition comes from the CISCO group of specialists: e-marketing is the sum of all activities that a company conducts via the Internet to find, attract, win and retain customers.
E-marketing strategy is usually based on the principles that guide traditional offline marketing – the well-known 4 Pds (Product – Price – Promotion – Positioning) that make up the classic marketing mix. Add the additional 3 Pds (People – Processes – Proof) and you have the entire extended marketing suite.
So far, there are not many aspects to distinguish e-marketing from traditional offline marketing: the extended marketing mix (4 + 3 Pd) is built around the concept “transactional” and its elements perform the transactional functions defined by the exchange paradigm. . What gives e-marketing its uniqueness is a series of specific functions, relational functions, which can be synthesized in the formula 2P + 2C+ 3S: personalization, privacy, customer service, community, site, security, sales promotion.
These 7 e-marketing functions remain the basis of any e-marketing strategy and have a moderating character, unlike the classic marketing mix, which contains only situational functions. Moderation functions of e-marketing are of average quality, they work in a mixture on all situational functions (classical 4 Pd) and on each other.
The basic concept of personalization as part of the e-marketing mix is the need to recognize, to identify a certain customer in order to build relationships (building relationships is the main goal of marketing). In order to know our market and develop customized, personalized products and services, it is crucial that we are able to identify our customers on an individual level and collect all possible information about them.
For example, a cookie strategically placed on a website visitor’s computer can give us important information about the available access speed: if we know the visitor uses a slow connection (e.g. dial-up), we offer a low volume variation on our website, with reduced graphic content and no multimedia or flash applications . This facilitates our customer’s experience on our website and they cannot leave the website because its pages are taking too long to load.
Personalization can be applied to any component of the marketing mix; therefore, it is a moderating function.
Privacy is an element of the mix that is strongly related to the previous one – personalization. When we collect and store information about our customers and prospects (hence the personalization part of the e-marketing mix), a crucial question arises: how is that information used and by whom? The main task in the implementation of the e-marketing strategy is to create and develop a policy for the procedures for accessing the collected information.
It is the duty and obligation of every informed marketer to consider all aspects of privacy as long as data is collected and stored, data about individuals.
Privacy is even more important when building an e-marketing mix, as there are many regulatory and legal aspects to consider when collecting and using such information.
3. Customer service
Customer service is one of the necessary and required activities among the necessary support functions in transactional situations.
We associate the appearance of customer service processes with the addition of the “time” parameter to transactions. In the transition from a situational perspective to a relational one, and e-marketing is mostly based on a relational perspective, the marketer somehow felt compelled to consider support and help on a non-temporal level, permanently, over time.
For these reasons, we should consider the customer service function (in its fullest and largest definition) as an essential function of the e-marketing mix.
As we can easily understand, service (or assistance if desired) can be provided to any element of the classic 4 Ps, hence its moderating nature.
We can all agree that e-marketing is due to the existence of the impressive network that is the Internet. The mere existence of such a network presupposes that both individuals and groups will eventually interact. A group of entities interacting for a common goal is what we call a “community,” and we’ll soon see why it’s vital to participate, to be part of a community.
Metcalf’s Law (named after Robert Metcalf) states that the value of a network is given by the number of its components, specifically the value of a network is equal to the square of the number of components. We can apply this simple law to communities, since it is a network: then we conclude that the value of a community increases with the number of its members. This is the power of communities; therefore we must be a part of it.
A company’s customers/customers can be seen as part of the community they interact with (whether independent or influenced by the marketer) – therefore community development is a task that every business must undertake, although it is not always seen as essential.
Communication between members of such a community can handle all the other functions of e-marketing, so it can be placed alongside other moderation functions.
We have seen and agreed that e-marketing communication takes place on digital media – the Internet. But such interactions and relationships also need the right location to be available at any moment and from any place – a digital location for digital communication.
We call such a location a “site,” which is its most common name. Now is the time to mention that “website” is just a form of “site” and should not be mistaken or considered synonymous. The “Site” may also be in another form, such as a Palm Pilot or other handheld device.
This special location, accessible through all kinds of digital technologies, controls all the other functions of e-marketing – it is the moderating function.
The security feature emerged as an important feature of e-marketing after transactions started to be done through internet channels.
As marketers, we need to keep in mind the following two security issues.
– security during transactions on our website, where we must take all precautions to prevent third parties from accessing any part of the transaction in progress;
– security of data collected and stored about our customers and visitors.
An honest marketer must consider the causes of these potential future problems and work with the company’s IT department to be able to formulate convincing (and true, honest!) messages to customers that protect their personal data. unauthorized eyes.
7. Sales promotion
At least, but not least, we need to consider sales promotions when creating an e-marketing strategy. Sales campaigns are also widely used in traditional marketing, we all know this and it is a great effective strategy to achieve immediate sales goals in terms of volume.
This feature requires the marketer to think creatively: it takes a lot of work and inspiration to find new ways and approaches to develop an effective sales promotion plan.
On the other hand, a marketer needs to keep abreast of the latest Internet technologies and applications in order to take full advantage of them.
In conclusion, we have seen that e-marketing includes new dimensions that need to be considered in addition to the dimensions inherited from traditional marketing. These dimensions revolve around the concept of relationship functions and must be included in any e-marketing strategy to be effective and deliver results.
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