To -e- or not to -e-

In most general definition marketing means, to get in connection with costumers and to try to sell the service or product to them. A traditional company reaches its customers by mail, telephone or one-to-one communications. These methods which is called “sales-channel” try to present the customers needs such as services,needs and products.

Internet started to grow and now is being used in business life. This fact changed the traditional marketing ways of companies and a new term called “e-business” came on scene. E-marketing has became more popular than traditional marketing methods.

To make business on-line (e-marketing)

• Gives the opportunity to reach to wider targets
  
• Ensures better communications with costumers and potential customers
  
• Low cost expense
  
• Less time-consuming
  

Internet is a community which has millions and millions of users. To go on-line and to do e-marketing is very inviting because there is a big number of potential customers. This is almost impossible with traditional marketing.
Internet is now part of human life. Business world is also effected from it. And the question is changed from “Should marketers use internet?” to “How should marketers use it?”

7 POINTS FOR EFFECTIVE MARKETING

1. Target Audience: The first question for e-marketing is “WHO”. The facts to determine target audience are to know their needs, wishes, educational level, aims e.t.c. To determine the target audince is a process of elimination.

2. Message: Message must be like a mission statement. It should be easy to understand and should not be so technical.

3. Structure: Visitors are always changing their ideas and compare with their other options and they don’t want to read lots of information. So, there must be interesting points to keep the potential customer. They know that they don’t have to visit your site becouse there is not a psychologic connection between the site and customers.

4. Call For Action: A site should invite the customer to next step. At the next step there must be links like “contact us” , “join us” , “sign up now”. Most of visitors are pleased of these attitude.

5. Potential Customers: It is very easy to reach visitors contact details or get quality information about them. A company should get in contact with these visitors becouse they might be the future customers.

6. Graphic Design and Support: The apereance of the iste is very significant and important. It must be apealing and well-designed, supported by flash animations and must contain interesting articles

7. Promotions: There are some strategies can be used after the web- site stays on the rails:

• E-marketing with e-mails
  
• Click adverbs
  
• E-journal sponsorships
  

The cost of these strategies are quite low. To make customers to use that links, they must be close as “one click” .

MA Deniz FIRAT