The Skull Session

Electronic channels of marketing

Electronic channels of marketing refers using the internet to market the products. There are broadly two aspects through which the electronic channels can be effected. They are database marketing & direct marketing. Database marketing, involves collecting useful information & direct marketing refers to giving personalised product or services via internet. In practise, these two are interconnected. The information about the customers are stored in a database, which is procured via direct marketing; the data base is used to create lists, of prospective customers, and can be directly communicated via electronic channels! Thus, database & direct marketing is interconnected activites.

Digitalistion & connectivity are the platform on which electronic channels of marketing are built. Digitalisation refers to converting the physical aspects to softwares or intangible aspect. For example, instead of a printed bill or statement a soft copy in pdf format. digitisation helps to transmit information / data quickly across, as well as processing them for gaining insight becomes faster.

Connectivity refers to creating network for communication. The network can be intranets, extranets or internet.

Intranet – network which is limited to the company

Extranet – the network connects a company with its suppliers & customers

Internet – the network connects across the globe.

Customisation & customerisation

Internet based

The internet based business or e business revolves around information business. Since information can be easily differentiated, customised, personalised, & sent across very fast over network.

Hence, it is possible to gather information easily about the customers, as well as business partners (distributors, suppliers, retailers). This also makes customisation easier.

Hospitality companies can have a competitive advantage by understanding the customer on an individual level and there by developing marketing offers that fit their wants. For example they can decide which customer should be given loyalty benefits, easily by looking at the information of their purchases with the company.

E-business, E- commerce & E- Marketing

E – Business – involves the use of electronic platforms such as intranet, extranets, and the Internet

E – commerce – involves electronic based communication between company and the customer. Hence, it involves buying and selling process supported by electronic means, primarily the Internet. E-commerce involves e-marketing & e-purchasing.

E- markets are “market spaces” rather than the market place which is physical.

Three basic principles of electronic marketing

Build and manage the customer database – The details of valuable prospect and customers is a very important function. This information can give the company a strong competitive advantage. The targeting become more efficient with the aid of the information.

Developing clear concept of how the Internet shall be used – the company can use the Internet to do a research, provide information, run discussion form, provide training, carry on online buying & selling. The website of the company should be attractive. It should be appealing, relevant, and current.

Be easily accessible and quick in responding to customer calls – customer has high and rising expectation about how quickly and adequately they should receive answers to questions and complaints sent in by phone or email. Make sure the Internet user can communicate directly with the company online. Another interesting aspect of online communication is that it can be automated. For example reservations can be done automatically using softwares.

The benefits of e marketing

The buyer as well as the seller is benefited by e marketing

There are four domains of internet

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