Download E-marketing and the four P`s

PHASE 2 INDIVIDUAL PROJECT PART 2
KENNETH C HOLMES
MKTG628-1601A-01
PROFESSOR ROY VIAR
JANUARY 20, 2016
TARGET MARKETS AND THE FOUR P’S IN THE E-MARKETING PROCESS
Introduction:
The President of Medical Education Academy has requested information regarding how
e-business identifies target customers based on e-marketing processes, examples of the
differences between traditional and e-marketing research, and whether social media should be
included. The following document discloses all research and findings.
E-marketing and identifying target customers:
E-marketing identifies target consumers with criteria including: Demographic research
(age, income, lifestyle, race, gender, religion, location, and so on.) and analysis, psychographic
research (what scents, flavors and tastes consumers like, how that scent or taste make them feel,
and so on), and how the product or service provides a solution to a problem the consumer may or
may not know they have; Performing market analysis, and researching market growth and trends;
and through analysis of the competition’s strengths and weaknesses, and how their product or
service compare to yours (N.A., The Marketing Strategy Process, 2014)
E-marketing and the four P’s:
Both traditional and e-marketing us the 4 P’s, product, price, place and promotion, and
the difference is in how they are derived and applied. Starting with product: product includes
tangible (food, clothing, personal care products, and so on.), and intangible products and services
(home repair and installation services, computer services and online software, travel services,
and so on.). Packaging is included because the right packaging can make a big difference
regarding whether the consumer purchases or not. Additionally, product modifications come into
play to make improvements, extend the lifecycle, and differentiate the product from competitors.
With e-business, the intangible component is removed, because the website provides full
disclosure about the products features and facts, and needs no sales person to sell it. This feature
makes creating return customers easier, because of the transparency and easier customer service;
Price is different, because competition has increased, and reduced overhead by eliminating store
fronts, sales staff, and associated store costs. The result enables consumers to look for the best
price among the many online retailers, to shop with 24/7 convenience, make payments online,
and reward customers for frequent purchasing in ways brick and mortar cannot, and has forced
physical stores to be more competitive. Consumers can also by direct from the manufacturer,
avoid lines in stores, and only have to ensure excellent customer service, and fast and reliable
delivery; Place, for e-marketing this means a domain (www.DesignsbyKen.com) and a website,
or links that refer the customer to your website. With a website, the retailer only needs a
warehouse, shipping and receiving personnel, and shipping equipment. Today, most physical
businesses also provide a website, to provide convenience, and target the online consumer;
Promotion, for traditional marketing this means print and broadcast formats, for e-marketing this
means banner ads, email, social media, blogs, and stories or endorsements about a product or
service on on-line news or the website home page (N.A., The 4 P's of e-marketing mix, 2016).
Traditional VS E-marketing processes:
Traditional and e-marketing use the same processes for research and advertising
development, the only difference is in the application. For example: traditional marketing uses
print (newspaper, magazines and fliers), broadcast media (TV and radio), and applies some emarketing to the mix to attract the online consumer including social media (Facebook, Twitter,
You Tube, and so on.), as well as their own website for attracting the online consumer; Emarketing uses print (fliers and snail mail), broadcast media (TV and XM radio), mobile
technology (PC’s, laptops, tablets and smart phones), social media, banner ads, email, and a
multitude of entertainment, new, shopping and social interaction channels (N.A., Digital
Marketing, 2015).
An example of a company that uses the 4-p’s and the online marketing process
successfully is Sammydress.com. They are an online family clothing retailer that specializes in
quality clothing at cheap prices. Their market is the average consumer, that wants good value
and quality on the cheap, and Sammydress delivers. For example, men’s apparel can cost as little
as $9 for a dress shirt, $10 for a man’s backpack, $5 for a belt, $35 for a winter coat, and so on.
The company is based out of China, and uses e-marketing to expand their target market to the
entire world, instead of just the Chinese consumer, seriously expanding their revenue potential.
For the record, they carry clothing and accessories for men, women, and children. Their sizes run
small, so it is wise to order based on their size conversion chart, but their products are of good
quality, and their selection is enormous (N.A., Sammydress home page, 2016).
The social media option:
Social media (Facebook, Twitter, I-Link, You Tube) is a must have for any advertiser.
Both traditional and e-marketing apply this popular method for promoting their business, and
many advertising services apply social media heavily to promote their client’s businesses with
tremendous results. Social media provides: marketers with their very own online social presence
and profile; marketers the benefit of differentiated media campaigns that create a tremendous
online following and revenue; Creates a buzz about your media campaign and business, and
draws the target consumer to your page with just a few key words: ensures interested consumers
are directed to your business; can be used by any size business, company, organization, and any
industry (entertainment, apparel, consulting, financial, restaurants and hotels, educational
institutions, and so on); and will help any organization stand out against the competition. Social
media will attract a global following, and can be the trigger to tremendous opportunity and
growth, and all by typing a few key strokes (N.A., Why should you use TweetAngels?, 2015).
REFERENCES
N.A. (2014). The Marketing Strategy Process. Retrieved from Easy Marketing Strategies: www.easymarketing-strategies.com/marketing-strategy-process.html
N.A. (2015). Digital Marketing. Retrieved from SAS: www.sas.com/en_us/insights/marketing/digitalmarketing.html
N.A. (2015). Why should you use TweetAngels? Retrieved from Tweet Angels: www.twtangels.net
N.A. (2016). Sammydress home page. Retrieved from Sammydress.com: www.sammydress.com
N.A. (2016). The 4 P's of e-marketing mix. Retrieved from NEXTSBD.COM:
www.nextsbd.com/imarketing/4ps-of-e-marketing-mix.php