How can the Internet and related technologies assist organisations Essay

How can the Internet and related technologies assist organisations with creating customer value through personalisation and mass - Essay Example E-marketing is not just the development of a website for a company, rather it also includes other activities, such as, online communications between customers and the company, direct dialogs with the customers, finding methods to gain customers’ fidelity, and creating customer value. Upson (2010) states, â€Å"EMarketing allows businesses to easily find potential customers that might have a special interest in their product†. 2. Communication Tools for E-marketing Business communication includes transfer of all planned and unplanned messages between the company and its customers. Planned messages include informing or persuading the target market whereas unplanned messages include publicity in media and word of mouth among the customers. It is not possible for the companies to manage unplanned messages directly. Therefore, they use different communication tools to create a good impact on the customers. There are different communication tools available for E-marketing, wh ich include advertising, selling, PR, direct mail, sales promotion, sponsorship, and exhibitions. These communication tools not only help the companies create awareness about their products and services among the public all over the world but also play an effective role in creating customer value. ... Companies tell the public about the specifications of their products through online advertisements, which they place on famous, search engines and websites. Pay per click advertising and interactive advertisements are very beneficial for the companies because they attract a large number of people towards the company’s products. Through pay per click method of advertising, companies pay the people who click their ads on the websites. Pay per click can be successful for the companies if they advertise on a large number of relevant phrases, build different ads for every phrase, send visitors to the most suitable web pages, and measure return on the investments. This mode of online advertising attracts a large number of people towards a company’s products and services. Customers also feel valued when the companies pay them as a reward for clicking their ads and buying the products. 2.2 Selling Selling is another activity included in E-marketing. Companies use different meth ods to sell their products to the customers, such as, virtual sales staff and online chat. Customers can chat with the sales representatives of a company using company’s website in order to get relevant information about the products. Online chat is one of the most important elements of an online company. Companies cannot create customer value if they hire ill-mannered sales staff because such staff members do not possess the ability to attract customers towards the companies. Companies need to take advantage of good interactivity and mass communication in order to gain customer value and achieve competitive advantage in the market. 2.3 Public Relations Marinating good public relations is