Marketing
E-commerce
Sites
Author: Djuma Camara, Tan Chor Hung
Marketing E-commerce Sites 1
Internet
Brief history
Marketing E-commerce Sites 2
• 1969 – start of Internet by US department of Defense, cultureandrecreation.gov.au
• 1970s – Computer networks become International, cultureandrecreation.gov.au
• Today, Internet has grown dramatically and people all over the world
are connected to it.
Although, companies decide to change their business strategies
by commercialising and marketing their products online.
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E-commerce sites
Electronic commerce, consists in buying and selling products or services over
electronic systems such as the Internet and other computer networks.
There are a wide range of e-commerce websites Worldwide, for example,
E-bay which is arguably one of the fastest growing and successful e-commerce
website in the world, allows users to buy/sell a wide range of different
products via the internet.
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Promoting E-commerce sites
Traditionally, marketing has been an strategy for business to
satisfy customer needs and wants.
Marketing strategy has been an important way of advertising
products via telephone, face to face, telesales, brochures,
email post, etc.
This method of marketing has lead the market for years, but
with appearance of the Internet communication has changed
for better. Companies decide to advert their products over the
Internet.
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E-mail
Advantages
•Low cost
•Allows interested users to get more information through electronic
brochures/newsletters
Disadvantages
•Spam
•Requires user to register
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Search engines
• Improve the volume and quality of traffic to the website from search
engines
• The earlier a site is presented or the higher it ranks, more searchers will
visit
• Internet users rely primarily on web searching
• Can be done commercially (payment or sponsored) or non commercial
methods (HTML metatag)
Web traffic gained from users using search engines
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Banners
• Usually rectangular graphics located at the top or bottom of a website.
• Directs user to a different page when clicked
• Intent to attract traffic to another website
Disadvantages
• Mistaken as spam
• Diverted to a different website as advertised
• Virus
• Click through rate is very low
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Advantages of electronic marketing
In one hand electronic marketing can provide the following advantages:
-Far reaching accessible world regardless of the user’s geographical location.
-E-marketing is often considered to be cheaper than the more traditional strategies.
Since the cost of putting an advert on a website in marginally cheaper than designing
and fixing an advert in a shop front.
-Your web page is displayed 24 hours, allowing customers to buy your products at any
time they want. While stores are not opened 24 hours a day.
- Marketing by email or banner advertising makes it easier to establish how effective
your campaign has been. You can obtain detailed information about how customer’s
responses to your advertising.
E-mail marketing is great for building relationships and keeping your customers up to
date with offers, and is less intrusive than telephone.
- The other advantages of e-marketing are the use of search engines, search engines
will allow you to promote your products to customers who are searching for it. An
example of search engine is Google the largest search engine on the web.
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Disadvantages
- Poorly designed banners with irrelevant ads, will often put off customer.
- No face to face contact with the customer. Which means that, the seller is unable to
convince the customer and give prompt response to their queries about the product.
- Requires a lot of work and imagination. A well designed webpage is the cure for all
ills.
- Annoying – can generate unsolicited popup and e-mails.
- Unreliable – links from banners can be easily manipulated and diverted to an unrelated
website.
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Thank you
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