The rapid development of computer technology and extensive application of basis, the world has entered the Internet age; the market determines the marketing strategy, under the influence of the Internet, and a huge market for the inevitable requirement of traditional marketing strategy needs adjustment. Why E-marketing in marketing are very important position? How does E-marketing affect the market?

1. E-marketing has changed the traditional marketing.
Traditional marketing only trusts layers of tight channels. This will require support in order to put a lot of manpower and publicity to fight for market. It is time-consuming, laborious and costly. In the Internet age, due to the broad popularity of the Internet, businesses can take advantage of this global network to extend the scope of business activities around the world. Business purchase of raw materials, production organization and coordination, and product advertising, sales will be changed.

2. E-marketing has changed the form of enterprise competition
Openness of information makes more fair market competition; industry boundaries will become even more blurred. Large enterprises will not only face competition from SMEs, they are also facing competition from other industries and enterprises.

3. E-marketing has changed people's traditional consumption habits.
According to statistics, the average age of users around the world is at 33 years old. These people's consumption behavior are often more independent. For goods and services have become increasingly demands personalized. Customers are no longer content to passively accept the production and sale of products. For product quality, specifications, style, shape and even the packaging will continue to make their own new demands. In e-commerce, the speed of each customer access to information and content is much faster and more than that in the past. So they also become to be more strong desire for change.

4. E-marketing has changed the marketing environment.
E-marketing means that customers purchase increasingly personalized. Producers’ responses are faster to market opportunities. The possibility of producers dealing directly with the customer increases. Thus broker's role would be weakened.

5. E-marketing has changed the corporation's marketing model.
E-marketing model is between consumers and corporations. Enterprises aim to understand each customer's individual requirements in order to make corresponding policies to maximize their profits.

To sum up, e-marketing for the company's marketing strategy is very important. DELL can be a good example to explain these importances. Of all the companies, the U.S. (Dell) companies can be regarded as a pioneer in direct E-marketing. It was just a small computer assembly manufacturer. In the early 90's, the traditional marketing policy setbacks, when Dell used means of Internet as a business contact which are online promotion, online market research, online direct marketing, E-marketing integration etc. E-marketing enabled that it would be not only to maintain a good relationship between the company and the majority of customers, but also have established close links with other firms. Dell rapidly developed and ultimately to become computer manufacturing boss.

To compare with traditional marketing, E-marketing plays an important role in the SMEs’ development. They do marketing through technological ways widely. For example, ACADIA Pharmaceuticals and Acorda Therapeutics use website as their platform to access target customers, medical professionals or doctors, comprehensively. Website is a cheap platform to post plenty of information about the firm and latest news. (“ ABOUT ACORDA” Those SMEs use website to do announcements of events and news rather than advertisement as their target audiences are regular computer users. (“ INVESTOR RELATIONS”) Informing online is the best communication tool to reach this niche market. Therefore, website is one main element for small or medium sized enterprise to be successful. It could access target consumers frequently, quickly as well as rightly. Moreover, SMEs do lots of promotion online through e-mail or online advertisement as they do not have much more capital. For example, National Express not only launches special offer ticket frequently on its website, but also introduces the offers to a list of customers through viral email. National Express is environmental friendly company to encourage customers using mobile SMS ticket. It is a clever method to bring consumers’ benefit of convenience.

In collecting information from consumers, E-marketing is useful too. Like the samples above, these firms all can get information from communication with consumers by E-mail. These enterprises can collect the information they want from customers who register their websites easily. And also some questionnaire can be sent by network. It will cost less time and money. But the efficiency will be much greater than traditional ways to do it. Nowadays, most corporates including all classes of enterprises will do marketing research online. With this way, information can be collected in a shorter time than before. And the range of research will be much wider than before too. For example, the website of “ opinion outpost”, enterprises can put their questionnaire on it and consumers who visit it can complete it. It is easy to collect the information which enterprises want.

Research and relevant information can be quickly passed to Internet users around the world.

Compared with the traditional marketing research, E-marketing can effectively reduce the cost of research to increase the convenience of research.

The questionnaire can be reduced the unreasonable result of the findings of bias and other issues.

Users fill in information is its voluntary. On the one hand the research can ensure objectivity and authenticity and effectively avoid the traditional marketing research in the human factor interference.

E-marketing can be carried out marketing research after day, without waiting and monitoring man-made.

E-marketing can effectively capture the quality of information on the implementation of the system of inspection and control.

On the other hand, market research can find the target market for the E-marketing and help enterprises to find that the market opportunity to provide the basis. Marketing research is the basis for marketing product replacement and decision of marketing strategy use. Market research can make a highly efficient e-marketing strategy and decrease the cost.

Nowadays, mobile is becoming a small computer which can bring with wherever people are. People are freed from the need to access via the desktop. For examples, business man could use online banking to check their bank account everywhere. Young people could chat with friends through facebook or msn rather than ringing. Consumer could search any sale promotion voucher or information online when they were shopping. Therefore, the benefit of not fixed location is greatly contributed to all people at different life levels. In additional, using mobile and online advertising in combination can significantly increase brand awareness and purchase consideration. The research of IABUK showed that people receive mobile advertising prompting consumers to seek information online. It means mobile online is not only convenient for consumers shopping, but also giving a platform for marketer informing, persuading and reminding consumer purchase.

Check here to know more about the research of IABUK: http://www.iabuk.net/en/1/mobileandonlinegoodtogether100210.mxs

Second, in the past time, mobile phone only can use 2G service, user cannot use internet through their mobile. When GPS and 3G service developing, it makes human life more convenience. People can use mobile phone to do computer’s thing directly; via 3G service, consumer can get more information to help their daily life by their mobile phone. For example, when people get lost, they can use mobile’s GPS to find out their location immediately; when they are hungry they also can use it to find the nearest restaurant they like. Compare with wireless, even though the connection speed is faster than 3G service but wireless’ range is limited.

Further, searching internet through mobile is much more private than desktop. For example, the message or e-mail is only can be downloaded or read personally by the mobile owner. In addition, it is much more difficult to steal the information through the mobiles.

On the other hand, there is a disadvantage of using mobile online. The trend of mobiles development is to combine all the communication tools in our daily life, event mobile phones could become the form of wallet. Nevertheless, there are also numerous risks might be occurred, especially in the risk of thefts. For example, if someone found the missing mobile, they could buy anything they want completely. More importantly, the finder could steal the personal and private information from the owner directly. Thus, the system of security should be built completely before using mobiles as the form of wallet.

To sum up, indeed, mobile will play an important role in the future. Nevertheless, before this expectancy comes true, the system of security should be done completely. Otherwise, there would be same problems as the internet crimes.

Hello, everybody!

This is a Blog called Fever Bus which has five members, Kit Yan Irene Mak, Lei Yu, Yin Cheng, Yu-Te Lee and Ta-Yung Chang. We are the student who studying in MSc Advertising and Marketing and MSc Strategic Marketing Management . We all have writing Blog habit such as Xanga. Why do we create this blog? We think that studying E-marketing likes a journey. All of us have same mission and goals on Fever Bus. During the traveling, we will not only learn and discover a lot of new knowledge and interesting things about E-marketing, but also face and overcome a lot of difficulty. Therefore, we would like to use this Blog to record our experience, knowledge, and point of view in progress. It is exciting and funny to explore, overcome obstacle and complete all our tasks finally during our trip.

Fever Bus is very important. In the coming 10 weeks, we would like to share our knowledge and opinion about E-marketing on Fever bus frequently. For examples, we will post some latest related journals or news. All entries will be concerning E-commerce, online marketing activities, E-marketing resources, segmentation and target market analysis, integration of promotional mix, customers’ profiles and data management, online customer communications and promotion of a virtual store. Both entries and comments are significant. New entries give all members new knowledge and view. Comments are good feedback and support for poster.

In additional, our Blog is linked with all other groups in class. It is advantageous for us to operate and market our Blog better and better continuously. The interactive learning could broaden our eyes, wider our field of vision, stimulate our thinking as well as give us more new skills and ideas about E-marketing. In order to make Fever Bus more interesting and attract more audiences including class mates and other people to read, we will post a lot of pictures, videos as well as interesting links and website. We will also update our Fever Bus layout design in innovationand creativity regularly. Sending our Blog links to friends and using our Fever Bus account to give comments in other Blogs are effective way to access new reader. We are looking forward to hear your voice, any good or bad comments and ideas?

Are you ready? Starting off to be a professional e-marketing manager!!