How does e-marketing differ to the traditional offline principles of marketing?

What different ways can the internet be used by different organisations?, comparing internet marketing activities of three organisations?

Please help. I need some answers with good sources.

Thanks.

Think of the web as just another communications medium not as something with a different set of rules. The traditional principles of marketing still apply but using the web allows you to interact with your customer or partners more rapidly, more directly and much more cost effectively.

The other big difference is that you have the opportunity to gather far more data about your visitors behaviour more easily than you can offline. Don’t get confused by the plethora of metrics that get bandied around with different names.

The crucial part is you understand what your objective is (just as in the offline world) as that will determine what you monitor to tell you how you are performing and how you express your performance achievement. You also need to look beyond just the pure web activity to incorporate other information into the mix so that for example you can understand how you have been able to increase the lifetime value of your customers or how providing self-service facilities can free up call centre staff to concentrate on revenue generation activity rather than just dealing with the mundane.

I’d suggest you look at some of Jim Sterne’s articles as a start for a no nonsense approach or you could look at some of the resources available at the Pilot Software site

Regards

Colin Cooper

Pilot Software - Aligning Execution with Strategy

On 16:23:32 6 January 2005 kay106 wrote:

How does e-marketing differ to the traditional offline principles of marketing?

What different ways can the internet be used by different organisations?, comparing internet marketing activities of three organisations?

Please help. I need some answers with good sources.

Thanks.