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It is obvious that electronic marketing strategies are closely associated with approaches taken by traditional marketing mix oriented on Product, Price, Place, and Promotion. However, e-commerce differs a little from the established conventions schemes and distributions channels.
In this respect, while considering E-place strategies, one should refer predominantly to the concept of Site instead that involves relationship between an internet company and customer based on digital media application (Kalyanam and Mclntyre, 2002, p. 3). A customer can receive all pertinent information about a company, including product and services details, pricing, and sales via the site.
Consequently, in order to attract more customers to out site, there is the necessity to introduce more links and advertising campaigns. A greater access and availability of information will contribute to faster penetration to the International market and to increasing the firms competitive advantage.
Due to the fact the concept of place involves the establishment of effective distribution channels, the Internet has much greater opportunities and influences on place strategies within the e-marketing mix concept (Allen, and Fjermestad, 2001, p. 15).
E-place approaches are even more relevant to Internet services, specifically those provided by our online company, because it is directly related to the channels through which the product (service) is sold. In this regard, one should implement a business-to-customer approach where all services will be ordered directly to avoid mediators requiring additional costs and value chains.
Web site navigation, hence, considerably increases the companys competitive advantage and widens the target audience. In order to sustain a high competitive advantage it is necessary to locate the web-based information about the site in an appropriate context dimension.
Developing E-Price Strategies
Due to the fact that information availability and transparency is a priority for our online company, pricing rates will be displayed on our official site for our customer to view all necessary information. The point is that online technologies allow customers to have all pricing information at their fingerprints to compare, contrast, and choose the right decision. Therefore, e-clients are much more demanding and selective.
Taking that issue into consideration, our company plans to implement flexible payment options and niche marketing strategies, which will allow to win a rigorous competition (Clemons, Nunes, and Reily, 2010, n. p.).
Careful consideration of customers needs and preference, demand rates and popularity of particular products will greatly improved pricing policy of our organization. The wider range of prices our company will have the higher a competitive advantage will be.
Along with niche marketing and flexible payment options, time management issues are also considered to be important in the era of Internet commerce. Owing to the fact that our target audience is largely business people, time consideration is of great importance for them. In this respect, implementation timing to pricing policy will have a potent impact on the companys business activities (Baker, Marn, and Zawada, 2001).
Additional emphasis should be placed on the role of technologies in determining pricing segmentation and adaptability online and developing early indicators to monitor customers price perceptions in a more effective way (Baker, Marn, and Zawada, 2001).
For instance, it is possible to use an online survey that will help company managers decide in what way to react to challenges created by the companies offering similar services.
Reference List
Allen, E., and Fjermestad, J. (2001). E-Commerce Marketing Strategies: An Integrating Framework and Case Analysis. Logistics Information Management. 14(1), pp. 14-23. Web.
Baker, W., Marn, M. and Zawada, C. (2001). Making an Online Pricing Strategy Work. Web.
Clemons, E. K., Nunes, P. F., and Reilty, M. (2010). Six Strategies for Successful Niche Marketing. MIT Sloan Management Review. Web.
Kalyanam, K., and Mclntyre, S. (2002). The E-Marketing Mix: A contribution of the E-tailing Wars. The E-Marketing Mix. Web.
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