Importance of E-Marketing

There's an old joke in marketing: Half of my advertising budget is wasted. I just don't know which half.
Well, now we do know - or at least, we have the tools to find out. If knowledge is power, the Internet is the strongest medium ever devised. And all this knowledge translates to a single, beautiful benefit: accountability.

Multimedia has had a dramatic effect on all areas of business, but perhaps one of the most fundamental changes is the impact of multimedia on Marketing. By combining conventional marketing techniques with the powerful capabilities of multimedia, a new trend has emerged called “E-Marketing”, which is the act of business marketing using electronic means.

Research now confirms that using the web is a proven way for companies to build their brand by reaching a broad audience over multiple markets. The results, following research by MSN, the Internet Standards Bureau (ISB) and the Advertising Research Foundation (ARF), indicate that the web is a vital element of the mix and increases brand image and awareness.

E-Marketing helps you reach a wide range of targeted potential new customers while maintaining and increasing the loyalty of existing customers. This is achieved through means like:

• Practical and intuitive web design that reflects the corporate identity and ensures clear communication for key messages, services, and offerings.
• Effective use of Internet advertising tools.
• Effective use of search engines.
• Mass email and SMS campaigns to keep your existing customers informed and to reach new customers.
• Online Surveys (e-Surveys).
• Ability to reach and track targeted audience.

Why Advertise Online?

Consumers are online: It's a simple truth: advertisers must go where consumers are in order to reach them. And more and more, consumers are online.

Media Consumption Is Shifting: Your target markets - male, female, young and old - are now spending time online that they once devoted to traditional media like magazines, TV and radio.

Online Works When TV Doesn't: Some sought-after markets barely respond to TV anymore.

Brand Lift: Advertisers are finding that shifting dollars online lifts brands.

Customer Acquisition and Retention: Advertising online will not only help build your base of customers, it will help retain them.

Data Capture: The Web enables advertisers to capture consumer data that can be used to connect with consumers and build strong relationships.

How Online Complements Offline

More Messaging: Rich media ads using Eyeblaster as well as large interactive ad units are becoming standard offerings of Web publishers, giving online advertisers the ability to feature more information in ads, thus making messages more relevant to target audiences.

Better Targeting: Web advertisers have the capability to pinpoint consumers in ways that traditional media could only dream about. They can isolate target markets by city, by demographics and personal interests, by the context of site content and even by the time of day.

More Control over Reach and Frequency: The Web enables advertisers to determine reach and frequency of their ads to achieve specific campaign goals more strategically than offline ever could. Advertisers can increase frequency through surround sessions, limit it through frequency caps, and better control reach through the refined targeting capabilities offered online.

More Immediacy: Online ads enable direct response like never before. Consumers can immediately click to learn more about a product, register for information, or even buy it right there on the spot.

Diminishing Returns Recovery: In addition to reaching otherwise elusive consumers, advertising on the Web can jumpstart overall cross media campaign results when offline ad returns begin to diminish "by touching the same consumers in a complementary environment,"

Real-Time Optimization: An array of technologies is now available for advertisers to test and optimize online ads in real time during a campaign run. Not sure which creative will appeal to which market segment? Want proof of an ad placement's performance before it's too late? Online ad optimization can make it happen.

More Tangible Tracking and Measurement: The Internet takes the guesswork out of measuring campaign results. Unlike traditional media, just about any aspect of an online ad can be tracked, from number of ad impressions to intricate consumer interactions with the creative. Plus, as previously mentioned, even branding impact can be assessed. All of this makes for tangible evidence of ROI when it comes time to measure campaign results.