E-marketing and E-business Case Studies
E-Business is a natural extension of the internet. The concept refers to the transaction of business via an electronic means, usually the internet or any of its mediums. E-business has certain characteristics and these include the following:
i. The use of the internet for the full transaction of its business.
ii. The combination of traditional model of running an enterprise with actionable business information obtained via the internet.
iii. Combination of traditional means of running an enterprise with an online selling platform.
iv. Business models that work to compile data on various customer and market segments and then make this information available to third parties for a fee.
v. The use of technological devices to facilitate financial exchanges or other kinds of exchanges.
vi. The adaptation and modification of traditional models with IT facilities.
E-marketing is a subset of e-business. It is the means through which a business promotes the products or services that it is offering on the internet. The practice of running an enterprise on the internet and promoting its services or products using e-marketing tools or resources presents that enterprise with distinct advantages. These include:
i. Reduction of overheads as the enterprise does not have to invest huge funds in warehousing or high office rents.
ii. Potential increase in sales
iii. Access to global markets and presenting the firm’s products and services to the market across the clock
iv. Opportunity to carry out market segmentation
v. Provision of convenience for customers and seller alike
We will take a close look at a few businesses that have successfully implemented e-marketing.
1. Anthony Nicholas Group: This company deals in jewels and having discovered that the internet presents a veritable means for showing its products to its target audience, the company decided to invest in the necessary infrastructure to make this possible. The challenge was in providing a reliable full back office system to replace the existing one. Two websites also had to be designed to cater separately for the Irish customers and the American customers. A web-based interface for customer interaction had to be developed and then supported with an accounting system that replaced the existing one, all technology based. The websites were also built to serve as marketing tools for the promotion of the products of the firm.
2. Dubarry: This company specializes in footwear designed for sailing. It decided to delve into the e-business world in order to leverage on the opportunities provided by the internet to bond with its customers. The company succeeded in its objectives as a result of three factors; a critical assessment of its internal operations and how it can work as a an e-business model, the possible challenges it will face as it alters its traditional business model to suit the internet and then how it can harness the opportunities therein. The website it built and uses as a platform to reach out and interact with its customers and target market has now served to reduce the administrative load involved in dealing with its various distributors. Customer interaction and also been an advantage of this switch to the new model as well as streamlining the process of ordering products from the company.