Marketing Online Essay Example | Topics and Well Written Essays - 2500 words

Marketing Online - Essay Example Particular concentration is given to the significance of a channel management general strategy in the e-marketing background. Firms consider this alternative require to have a high level of capability in relationship marketing skills (Jeeves, 2005). Now question is what is a brand "Your brand is the relationship you have with your customers," says L. Kareem Geiger, founder and vice president of client relations at TechnikOne (www.technikone.com), like him other professional says branding answers the questions: What do people think of us Who are we Who are our customers How are we making bigger ourselves in an association with them (Cravens, D., 2000) Hi-tech products can be an outcome of a fantastic innovative idea, superb technological breakthrough but if customers don't accept the value proposition since they don't perceive the similar, it will not last long with sustainable revenue model. The technical products can be substituted extremely rapidly as technological advancements are extremely fast also these products can reach the adulthood levels rapidly and can become outdated in no time (Barney, J., 1991, 99-120). Nowadays it is much easier for a competitor to copy your goods, services and systems. Technology is becoming a product business, and the comparatively established hi-tech companies discover themselves being sucked in to the product trap (Chowdhury. J., 2001, 72-86). Coca-Cola. McDonald's. Jaguar. every name evokes a mini universe of things you've come to be expecting from them. Coke's branding, for instance, pervades its product excellence, packaging, advertising, the look of its trucks, dispensers, and machines, and it has supervised to productively port its image online. Smart move bearing in mind online sales will reach $126 billion by 2004, according to an eMarketer report (Costa, J. & Teare, R. 2000, 156-169). Like all other organizations Coca-Cola recognized premature on that the Web would play a significant role in not only cementing brand faithfulness but also in draw latest customers to its product (Conant, J., 2000, 365-383). Let's take a look upon Adds Carrie Williams, owner of Williams imaginative Marketing in Seattle, "Brand transcends your products. If your brand communicates effectively, it can bring a culture together, whether it's an internal audience (the company) or an external audience (consumers)." (Dabholkar, P., 2003, 3-16) A company doesn't produce a brand just for the product or overhaul it sells, it does it for the association and trust that go with it. "Brand has a lot of essence; it's not just a graphic look," says Patricia Belyea, president and planned director of Seattle's Belyea Marketing/ Communication /Design. "Brand is graphics, customer service, quality of product, and dependability of delivery. It is performance, not public relations." (Day, G. 2004, 37-52) There are quite a few ways to draw consumers online using both. Offline marketing gives consumers a chance to examine your Website and get further information concerning your products and services. Innovation/Contribution in Marketing The Brand One of the major benefits of the Internet is its cost-effectiveness when contrast by other marketing methods such as straight mail, television, radio, prints advertising,