Although online marketing (or internet marketing) is a relatively new concept, it has been rapidly expanding and has become a strategically important to business development. In many organizations, it is considered to be the essence of their primary business model. Online marketing, by its very nature, is quite different from the traditional marketing and business promotion activities. Online marketing greatly benefits a business in several ways. One important benefit is the huge reduction in input costs. Online marketing also gives a company exposure to a larger vastness of the market. It also facilitates easier and instant reach to a greater cross-section of customers across all kinds of boundaries. Communication becomes cheaper, more effective, and time-saving. In this mode of marketing, exercising of better control is possible. Service can be faster, more efficient and satisfying to customers. Newer strategies can be quickly implemented in order to out beat the competition.
Quite often online marketing processes are seen as just e-Marketing and sales. But in fact, more comprehensive online marketing software encompasses supply chain and channel management, manufacturing processes, inventory control, financial operations and work procedures across an entire organization.
Essentially online business technologies enable all the stakeholders of a business - customers, employees, suppliers, distributors, vendors, shareholders statutory bodies and so on - by giving them powerful tools for information management and communications. Online marketing or e-Marketing is generally mistaken for e-Commerce. Any business marketing activity done on online medium can be said to be e-Marketing. But where financial transactions are involved through electronic process and internet technologies, that model can be recognized as e-Commerce.
A business can achieve all round growth by having a strong presence in the internet medium in the form of a dynamic website, blog and presence in the social media. Such e-Business model makes the selling of products and services to clients anywhere in the world.
Customer satisfaction is the most critical aspect of business development through e-Marketing. There are certain online marketing hints that can surely enhance the exposure and standing of a business. A website that will carry complete contact information will give customers greater confidence about the reliability of the company. Customers primarily expect from a company the courtesy of listening to the customer problems and earnestness in solving them.
A web site that includes an inspiring profile, details of available products and services etc is a great online marketing tool. Warehousing the data such as FAQ`s, auto replies, in-built call back facility and transaction recording will all add greater value. There are other aspects such as Customer Relationship Management (CRM) and e-Branding which will make a web site serve the purpose extensively.
At a time when competitive pressures are multifold, companies are employing online marketing for various purposes. The main advantage of online marketing is the increased revenues through best possible customer and partner management. Online marketing strengthens the operational core of a business because this business model reduces the amount of loss and instability.
Added to all the above advantages, online marketing strengthens interactive transactions, enhances customer relations by removing intermediaries. Thus, e-Marketing works as an efficient conduit that connects businesses and end users.