The ways to increase effectiveness of e-marketing in "Print Express Company" — страница 2

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communications, in comparison with traditional means, becomes minimum, and their functionality and scalability considerably increase. 3) Personification of interaction and transition to e-marketing to «one-one». By using means of electronic interaction the companies can receive the detailed information on inquiries of each individual customer and automatically give products and the services corresponding to individual requirements. Developing e-marketing is especially important for the large companies. It doesn't mean that it is necessary for them to have own Internet shop. The companies should understand that the Internet means dialogue with clients. So, the social network can help with brand development, but also can destroy it, and for very short time. Investments into

construction of system of dialogue with the client represent an important component of all strategy as a whole. Recently miscalculations in strategy of some global brands, such as absence of attention to opinion of clients and isn't enough efficient control ports of interaction with clients, have negatively affected reputation of these brands. The most of research and practitioners agree that the need to develop a comprehensive understanding of consumer behaviour and creating a compelling online environment are essential for effectiveness of e-marketing (KRISHNAMURTY, S. 2006, p. 3). The other researchers suggest that effectiveness of e-marketing should be based on total marketing communication of a company even it contradicts with consumer behavior. Total marketing communication

proposes that all marketing activities for a company should be complementary to each other and their total sum of efforts should be consistent with the company’s present marketing goals and objectives instead of analyzing consumer behavior (ZONGQING Z., 2004, p. 94). One of the most controversial question in this field is how to measure the effectiveness of e-marketing activity. Experts in e-marketing don't have any unity on this question. So, a number of scientists – Zhivetin, V.V., Samohvalov, V.L., Chernov, N.P., Feraponova I.A. (2008, p. 12) – consider that efficiency of a e-marketing policy in relation to the concrete company develops of results of perfection of industrial-marketing activity in following basic directions: optimum use of potential of the market;

increase of reliability of look-ahead estimations; a finding of a segment of the market of the given goods, etc. M. Tugan-Baranovsky, L.V. Balabanov (2006, p. 165) suggest to estimate efficiency of e-marketing in the following directions: buyers, marketing integration, adequacy of the information, strategic orientation, operative efficiency. But they don't define an estimation system and algorithm to calculate the marketing effectiveness. The majority of experts in American companies assert that the effect of e-marketing activity consists in growth of sales volumes and profit. According to Jashevoj G. A (2007, p. 342), on the end results influence except marketing and other components of potential of the enterprise – management, shots, production potentialities (the

equipment, technology), the finance, therefore such estimation is too simplified. G. Assel (2007, p. 230) suggests to estimate efficiency of marketing activity, as efficiency of expenses for marketing. Thus by means of economic-statistical methods dependence between expenses for marketing and result – sales volume or profit is investigated. It is clear to me that such method of an estimation is an estimation of efficiency of expenses, instead of the most marketing activity. M. MakDonald (2002 cited in Kotler, 2009, p. 39) asserts that the empirical approach is more preferable, than quantitative, based on statistical check of narrow deductive hypotheses. The analysis of marketing efficiency should be in the following directions: the internal relation of management of the

companies to marketing (its definition, a role and functions); the organization of this activity (involving in process of strategic planning, level of coordination and an information exchange between marketing functions); practical execution of marketing functions (use of marketing probes, planning, participation in working out of the new goods and etc.). There is also an opinion that marketing doesn't submit to any rules. Therefore application of quantitative methods at planning or an estimation of actual results of marketing action is complicated. Supporters of this opinion consider that not all purposes can be formulated quantitatively. Application of quantitative methods is limited due to the following reasons: complexity of object of studying, nonlinearity of marketing