Web Marketing and its Objectives

Web Marketing and its Objectives

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E-commerce

Electronic commerce, popularly known as e-commerce, refers to the method of conducting business communication and transactions over networks and through computers. Electronic commerce includes buying and selling of goods and services, and transfer of funds, through digital communications. EC also includes all inter-company and intra-company functions that enable commerce and use electronic mail, EDI, file transfer, fax, video conferencing, workflow, or interaction with a remote computer. Typically, e-commerce sites are used to complete the e-commerce processes. An e-commerce site is any site that is involved in the buying and selling of goods and services. An e-commerce transaction typically requires a shopping cart system and a payment processing system.

Web marketing

The involvement of an electronic medium in the transfer of goods or services from a seller to a buyer is known as electronic marketing. It was started in the nineteenth century through telegraph. Later on, various electronic media such as radio, television, computers, and Internet, etc., dominated it. E-commerce has given the opportunity to businessmen to open new markets in the areas that were earlier beyond their reach. It provides the following benefits:

• Instant purchasing


• Enhanced product information


• Easy communication with customers

Through Web marketing, companies can develop a good relationship with their customers and get favorable response from them. Web marketing has the following advantages over traditional ways of business and marketing:

Instant response: Advertising through the Web has made it possible for companies to get immediate response from customers. A customer can visit the Web site that contains the advertisements of different companies. When he clicks an ad, he will be directed to the company's Web site.

Product support: E-marketers provide information to customers about the available products such as product details, upgrades, downloads, troubleshooting, FAQ, etc.

Marketing goals

Marketing can be conducted easily when definite goals are defined. These goals are as follows:

Developing new markets: E-commerce allows companies to develop new markets and expand the existing ones. Exploring new markets through the Web does not add to the cost. For customers, too, it is easier and cost effective to get to a company and its products, irrespective of the physical location of the company or of the customer. Customers have just to visit the Web site and order the product.

Online promotion: Online promotion is a technique used to attract customers to buy the products or services. It can be conducted through various options such as banners, images, animations, etc.

Target marketing: The practice of determining the target audience is known as target marketing. Merchants use the Internet for online promotion of their products. They decide the areas where online promotion has good impact, and then plan marketing strategies accordingly.

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