247Ebook Handout: E-marketing - A New Concept

E-marketing - A New Concept



This paper attempts to contrast e-marketing with traditional brick and–mortar marketing by proposing the 7 Cs of e-marketing.

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These 7 Cs are fundamental to understanding the intricacies of Internet marketing and to transforming a venture from being a mere web presence to a highly successful e-venture. They are also instrumental in shaping the overall business strategy and the economic model that an organization needs to adopt.

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The value propositions of products and services offered in the physical world are essentially limited “point solutions” that meet only part of a consumer’s need or want. In the online world, even a simple banner advertisement can be both an advertisement and a direct marketing service. The banner raises the passive consumer’s awareness of a product. Yet it also encourages the consumer to pursue action by clicking on it.


E-marketing must be defined to include the management of the consumer’s online experience of the product, from first encounter through purchase to delivery and beyond. Digital marketers should care about the consumer’s online experiences for the simple reason that all of them good, bad, or indifferent influence consumer perceptions of a product or a brand. The web offers companies’ ownership and control of all interactions with customers and thus creates both the ability and the need to improve their overall experience.


There are two reasons for building the concept of e-marketing around consumer experiences. First, this approach forces marketers to adopt the consumer’s point of view. Second, it forces managers to pay attention to all aspects of their digital brand’s interactions with the consumer, from the design of the product or service to the marketing message, the sales and fulfillment processes, and the after-sales customer service effort.


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