The Role of Management and Strategy in the Development of E-Marketing

Abstract

Background: Internet is a global network that can be accessed through computers, mobile phones, PDA, digital TVs etc. The number of Internet users is constantly growing, and internet communications have become routine. The use of internet by companies to provide their products and brand is commonplace and even inevitable. This paper is focused on marketing by high-speed and low-cost internet. Emarketing refers to all efforts in terms of adjusting and developing marketing strategies in virtual spaces including, web, social media etc. Big and powerful internet marketing websites do not make small internet websites disappear but enable them to gain competitive advantage by market segmentation strategy. When a customer visits a website (websites), he leaves a trace of data called digital footprint that can be used to know and understand the customer requirements, desires and requests as well as improve and enhance the web. The e-marketing real position can be seen by an online survey on Iran retailers and two deep and accurate interviews. Objective: This paper is focused on marketing by high-speed and low-cost internet. Method: When a customer visits a website (websites), he leaves a trace of data called digital footprint that can be used to know and understand the customer requirements, desires and requests as well as improve and enhance the web. The e-marketing real position can be seen by an online survey on Iran retailers and two deep and accurate interviews. Results: E-markets and online orders are amongst common ways of customer affairs management in many commercial organizations and institutions. : E-marketing is not only a specific performance related to selling products and services but also a managerial process to manage the relationship between the organization and customer. Conclusion: E-marketing performance can be introduced and categorized in three parts: 1. Integration: e-marketing involves all selling stages by the company as well as the company agents, as an integrated process. 2. Mediation: e-marketing controls the amount of customers’ demands and requirement by the amount of production and the service provider capacity of the company. 3. Brokerage: e-marketing plays a broker role among different parts of the company including financial sectors and foreign investors. Smart marketing processes should always focus on the necessary relationships between e-marketing processes and data-mining techniques to develop specific marketing strategies on the internet. Today, the access to the information is no longer a major benefit of the organizations, but the optimal use of the information is the senior managers’ main concern. It cannot be possible unless it is based upon the integrated and efficient systems in a way that it can cover all the organization’s activities and provide customers with the information in due time. With the high-speed internet and people turning to easier and more comfortable life, they can shop online. We found that market segmentation provided unexpected strategies to win the competition with small websites and our analyses showed that small websites could increase their share in the market, stay in the competition or win by market segmentation.