subject: Integrating E-Marketing and Conventional Marketing to Build Synergies [print this page] Integrating E-Marketing and Conventional Marketing to Build Synergies
Although e-marketing exuberance exposes plenty of opportunities however, the foundations of marketing don't show any signs of becoming obsolete. Marketing still involves products, services and ideas which have to be sold at some price. E-marketing is often misconceived as the use of technology (online) to conduct specific marketing activities. Savvy industry professionals recognize this to be a relatively limiting definition of what truly constitutes e-marketing. More than a series of isolated tactics e-marketing actually refers to a philosophical way of considering strategic objectives and understanding how technology can be more efficiently and cost-effectively leveraged to support brand strategies, differentiate them from competitive entries, and extend or expand their value. When considered as an adjunct to conventional marketing initiatives, e-marketing - and the Internet in particular can provide significant scalability and optimization to marketers.
Accordingly, e-marketing allows brands to build on the success of their conventional programs and expand their reach to a wider and more diverse audience of healthcare professionals and/or consumers. Equally important is the ability of e-marketing to achieve this goal with better scalability and lower expense to a company. Various companies currently spend millions of dollars each year to develop and deliver its messages to their prospects through conventional tactics. Fortunately, some organizations/companies already possess sufficient conventional experience and the technological wherewithal to expand and measure this landscape. However, a good synergy between conventional and e-marketing is required for a laying down successful marketing strategies. No company purely on the basis of e-marketing can milk the benefit to its fuller potential without conventional marketing strategies and vice versa. Google is a perfect example of integrating online marketing with traditional media as it offers conventional print, radio and TV advertisements via AdWords.
It is unfortunately true that the traditional marketing alone is no longer adequate to meet the increased demands of customers, especially catering to niche market. Today, all mortar and brick businesses have online presence. Whether they are into B2B, B2C and C2C, all are endeavoring to make use of e-marketing with existing tools and technology to promote their products and services. While e-marketing ensures a fair return of ROI, it however never means that a company should single-handedly focus on e-marketing. Rather, a blend of both traditional and modern marketing methodology should be undertaken to promote business. There are pros and cons for each of the two marketing methodology. Using multiple media in a campaign has a far greater impact than an individual medium by itself. The more interactions you can engage a consumer in, the greater the likelihood of winning them over to your brand and/or making a purchase.
OptimusBT, a Microsoft Gold Certified Partner is a global leader in providing Business solutions that are primarily sharepoint based and utilize existing client infrastructure. For over 5 years, OptimusBT has paved the road when implementing complex, global marketing solutions in the areas of Sales, Finance, Procurement, Manufacturing, Human Resources, and others across industry segments around the world.
