Know-How Exchange : E-Marketing

How much e-marketing is enough? For some businesses, a static website + e-newsletter is quite sufficient. People can find and contact them online.

As best practices evolve to include more e-marketing (proving the ROI on various approaches), the average business likewise shift. Most businesses don't have the vision/time/budget to experiment on new approaches.

People do what works for them, and even though modern marketing / e-marketing / inbound marketing / Internet marketing is much more effective, people start new jobs and projects leveraging thier past experience, so thier natural reaction is to do the same thing over and over. Its easier to do something again and again than to learn somehting new.

I'm not sure I buy your premise. If you come on up to 30,000 feet, you'll see that e-marketing has actually come a long way in the last decade. How fast do things have to change to satisfy your assumption?

Of course, people resist change. The easiest thing to do today is whatever you did yesterday. And successful businesses are not eager to jump out of the boat so fast.

My take is that there are a lot of very interesting e-marketing changes going on, and things are probably moving more rapidly than your question would suggest. Look, for example, at the impact of search engines and SE advertising on the marketing world.

Just my US$0.02 worth. I'll be interested to see what others have to say.

I think, the beauty of eMarketing and eCommerce it only require the "power of individuals", to be success. If you have the right set of people, you can build a world class brand in just about 1 year. Coca - Cola took 100 years, to build their brand to the level they are now in. But, did Google or eBay too so long? No. Because of the immense power of eMarketing and eCommerce.

A company based in a remote village of India or Brazil, can now compete head to head with a company in the Silicon Valley, thanks to this new technology.

And, to your question about "why businesses are slow to adopt eMarketing?" my answer is "No they are not slow". Think about any industry, and you'll find an online version of it anywhere. Google for any product category, and you'll find a whole lot of sponsored links. Business do adopt eCommerce. But in different forms. For one company, adopting eMarketing may means running a sophisticated website to sell their products online. For another company, it means just running a Google adwords campaign, for the keywords related to them, and land them on a free hosted webpage where you post a broacher of your product, and your telephone number.

And, the level of development in the country you are talking about is also matters. You can't compare the take up rate of eMarketing in the USA, with a country like Venezuela or Guyana!

BTW, I would like to know the conclusion of your study. Please let me know your final conclusion on this topic, by writing to [Email address deleted by staff]

I believe that the slow adoption rate of e-marketing is a direct reflection of the development of the country and its market.

Countries with more advanced markets have readily adopted e marketing and e commerce for trade and are very successful in their service.

But most of the developing countries are hesitant as they know that their customer base may be only 50% aware. The fear of losing the rest 50% directly reflects on their web trade.

But still a fear of uncertainty always prevails till now for E-marketing and thus is still not regarded as a high effective media. Or for most of the companies just posting a webpage to provide location and tel no. works for them as they don't require more.

一点是垃圾邮件和黑客has much tarnished the image for e-marketing/trade.

For example if your bank sends you a mail stating that there are spam mails coming under the bank's name, therefore, try to authenticate (the address different things that they suggest) before you continue. Now would you not just visit the Machine or Branch for the service instead of using it online.

I have summed up a few points according to my knowledge but would definitely be looking for other perspectives.

I think it might be a resource issue, especially in small to medium size businesses. It takes a person's time to research and develop the content. Then, if we have more online media, we will need more internal support. True, it should funnel into more sales eventually.
I recommend the book called "The New Rules of Marketing & PR" by David Meerman Scott. He says alot of companies are sticking to the old rules, but it will be easier to find your company if your buyers can find you on the web.