Marketing in the Digital Age 

Introduction and overview

Advancement in technology

High revenue rates for Total Care company

Use of e-marketing strategies

Utilize both direct and indirect response

Help in connecting businesses to their customers

Digi-care services create more connections to customers

Results to higher rates of return

B2B (Business to Business e-marketing)

Interaction between company and organizational customersSituation analysis

Internal auditsBusiness, marketing and internet marketingAudience composition and characteristics

External audits macro-economic environmentMarket structuresCustomer activityPotential competitors

Assessment of opportunities and threats (SWOT analysis)

Objective analysis

Strategy definition

Tactics used

Actions to be taken

Implementation

control

B2C e-marketing

Deals and special offers from companyResponse consumers looking for bargains and discount offers Strong relationship between business and customerFreedom and choices found in e-commerceStages

Establish web presenceProvision of informationGet customersMeet customer ordersCustomer support and services

Role of customersNeeds and wants identificationSearch of information to meet their needsEvaluation of the sourcesMake ordersEvaluate experience with products

Role of companyDetermine percentage of customer businesses able to access internetPercentage of individual customers accessing internetPercentage which has access and willingness of purchasing online

C2B (Consumer-to-Business)

To attract customers to the business

Company’s policies

Building of quality brand for products and services

Differentiation from competitors

Customers identify with the company

Increase in market share of the company

Offer unique products at unique prices

C2B enhance certain activities to take place customers and the company

Customers make offers of used items

Will of the companies to trade in these items

Customers posts projects online enhance companies bid for the project

Company with best bid takes up the project

C2C (Consumer-to-Consumer)

Customer to customer relationship company acts as a customerMutual benefit between the twoSuch customers contribute a lot to the company hence need for maintaining themDevelopment of online partnership strategyCreate a more interactive relationship

Consumers offer used items for sale

Companies looking for items in turn become customers to purchase them

Represent person to person business

Company benefit from this relationship greatly in terms of products and services

Ethical and Cross-cultural considerations

PrivacyInformation on customers and potential customers treated with careInformation should be used for the intended purposeIt should be handle by the right peoplePolicies and procedures to guard accessibility of the information

SecuritySecurity on transaction performed on the webSecurity on data collected and stored in regards to customersUse of user names and passwords

Individual social beliefsStrategy that do not affect the different peoples social and cultural beliefs

Cultural values

Maintained through;Early interactions

Relationship growth strategies

Implementation strategy process

The four customer exchanges maintained

B2B customer exchanges;

Situation analysis, strategy, tactics, action and control analysis done

B2C, clear understanding of the company’s customers

C2B, customer attraction to the business

C2C, strategies to maintain the customer to customer relationship.

List of references

China Click, (2006), SOSTAC e-marketing plan for B2B company, http://www.chinaclick.com.cn/resource/02.htm 26 Aug 2008Livraghi G. (2000), B2B, B2C, C2C, C2B, of http://www.gandalf.it/offline/off26-en.htm. 31 Aug 2008Otlacan, O. (2005, March 22). E-marketing Strategy: 7 Dimensions to consider (the e-marketing Mix). Retrieved September 3, 2008, from http://ezinearticles.com/?e-Marketing-Strategy:-7-Dimensions-to-Consider-(the-e-Marketing-Mix)&id=21976Piszczalski M. (2008). What you need to know a bout B2B e-Marketing, http://www.autofieldguide.com/columns/0700it.html. 21 Aug 2008Smith R.P. & Chaffey D. (2002), E-marketing Excellence: The Heart of E-business, Published by Elsevier, ISBN 0750653353, P.7