.community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.
5. Site
We have seen and agreed that e-Marketing interactions take place on a digital media the internet. But such interactions and relations also need
a proper location, to be available at any moment and from any place a digital location for digital interactions.
Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.
This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing it is then a moderating function.
6. Security
The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.
What we need to keep in mind as marketers are the following two issues on security:
- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction,
- security of data collected and stored, about our customers and visitors.
A honest marketer will have to consider these possible causes of further trouble and has to co-operate with th.company's IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.
7. Sales Promotion
At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.
This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.
To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.
About the author:
Otilia is a certified Marketing consultant with expertise in e-Marketing and e-Business. She developed and teach her own online course in Principles of Marketing (
class.universalclass.com/emarketing). You can contact Otilia through her Marketing resources portal at
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