Impact Of E Marketing On Firm Productivity-Myassignmenthelp.Com

Question: Does E-Marketing Affect The Performance Of Businesses? Answer: Introducation Marketing has developed through different stages over the years as well as the attitudes of the companies in response to the marketing changes. From the production concept (Cant, 2010) in the late 18th century to the product concept by Kotler Keller (2009); to the selling concept as explained by Solomon et al. (2013); and to the marketing concept.' The introduction of the marketing concept in the 1950s caused businesses to shift from the practice of just selling any products to the consumers. Cant (2010) suggests that the aim of the concept of marketing is to avail the precise product or service that tends to meet and fulfils the needs and wants of the customer in a better way than the competitors, and at the same time realizes the goals of the company. The marketing concept outlines four significant views that a business should be able to attain; contentment of the needs and wants of the buyer, the realisation of the business target, and synchronize all operations of the company wh ile maintaining business ethics. The growth and development of e-marketing have attracted much research and therefore different definitions. The definition of e-marketing according to Stokes (2011) is exploiting information technology networks to pursue brand marketing. Also, Molenaar (2013) describes e-marketing as an integral strategy based on customer behaviour. On the contrary, Gilmore, Gallagher Henry (2007) describes e-marketing as using both the internet and the internet related tools to aid in the attainment of the goals of marketing alongside other techniques of marketing communication. Kotller Keller (2009) provides the latest definition: e-marketing explains company endeavors to notify buyers, communicate, promote and sell its offerings through means of the Internet. To explain in detail the thought of internet and e-marketing, some associated phrases like digital marketing, e-commerce, and internet marketing have been used in this literature. Jooste, Strydom, Berndt, du Plessis, (2012) examine the cha nges in business communication as a result of the effect of information technology on digital communication networks such as phones (mobile), emails among others. Such means enable the company to personalize customer communications. Furthermore, two-way communication is possible through the social networks, for instance, Twitter, Facebook, Whatsup which continues to create good relationship opportunities in the organization. The research by Meng, (2010) proposes that the explanations of e-commerce and e-marketing be united and the emerging thought of e-commerce e-marketing be clear, analysed and deliberated. Furthermore, the research posits that electronic business and e-marketing are supposed to be created and then progressively assimilated. Research by Robins, F. (2000) suggests that conventional marketing cannot entirely be replaced by e-marketing even though it is a helpful and supportive operation. Moreover, Robins, F. (2000) asserts that the inclusion of the new technology by the managers should be done with the objective that customers will experience superior value. The distinctions between traditional marketing and e-marketing are further made by Molenaar (2013). He states that the 4Ps are altered based on the market situations in the traditional marketing process, whereas the 4Ps in the e-marketing are modified in preference to an individual customer relationship. According to him, the focus in e-marketing is on the acknowledged relationship and not on the market. Thus the 4Ps are applied by the customer's preference. Most businesses with a historical track record of successful marketing have adopted different marketing orientations as a guide. Molenaar (2013) asserts that it is significant for organizations to factor in e-marketing as part of their marketing strategies irrespective of the marketing orientation they may choose to implement or follow. Stokes (2011) asserts that web marketing encourages and pushes for the production of demand, which is established by marketing. Furthermore, De Plessis, Strydom Jooste (2012) argue that marketing positioning and customer-centrality relate because they focus on the customer needs and activities and not on the business. A business which is customer-centric has high levels of customer satisfaction and readily listens and adapts customer propositions. Stokes (2011) highlights that marketing is about conversations, and the internet has become a hub of communications, thus suggesting the notion that a shared use of the web enables the organization to monitor its interaction with that of its customers. This is significant to the firm for it allows it to be on the move on the developing trends and be updated on the varying needs of its customers. According to the research done by Samaraweera, L., Jayasiri (2016), it revealed that those businesses which experienced high-level of performance in electronic transactions had made use of the internet to carry out most of its business operations to make their products or services more valuable. Petersen, Ogden, Carter, (2007) through their study emphasized on the increasing knowledge on the importance of e-marketing and how it affects the association between the marketers and the buyers. Their outcomes reinforce the idea that e-marketing advances commercial transactions and at the same tim e expanding the organizations market. According to Strauss, (2016) there are several strategic areas that e-marketing plays a key role in the organization. Firstly, e-marketing comes with advantages like online group customization, individual branding, all-time convenience, self-service, all under one roof shopping, the creation of awareness, keeping in touch with customers through the social sites. Secondly, e-marketing saves costs in most of the business operations: customer care, communication, handling of transactions, research and feedbacks. Additionally, it creates efficient supply networks. Furthermore, online operations as a result of e-marketing increase business revenues improve the value of the products and services, expands on client base by reaching to a variety of markets, initiates, strengthens, and promotes current buyer spending. A study was previously done by De Klerk Kroon (2007) examined the adoption of modern technologies and trade functions by companies in South Africa. The experiment involved a survey of approximately 700 online businesses by use of a representative sample. The research findings discovered many benefits that result from the exploitation of e-commerce: high revenues, strategic market penetration and the creation of international relations. The recommendations of the study are that businesses in South Africa should in addition to knowledge dissemination establish strategic associations through the use of social networks. Furthermore, such a move can result in a competitive advantage through the employment of a proactive management and through integrating additional value to the business operations. Koh Maguire, (2004) in their study suggest that the use of information technology can be of benefit more so the medium-sized and start-up businesses. Also, a company that adopts a cohesive an d tactical approach to the utilization of informatics would strengthen and sustain the competitive advantage of the firm. Likewise, Anche, Hozouri, Mehdizadeh (2014) examined the effect of technology in the context of e-marketing. Information was gathered in many forms: in the form of questionnaires to suppliers and e-marketing users. The analysis of financial statements of firms and government departments, and from relevant literature. The research verdicts affirmed that information technology has led to many effects. Firstly, it provides an advertisement opportunity which can be done anytime or place. Secondly, it increases the number of promotional opportunities and lastly, the revenue of the firm is increased while pollution is reduced alongside the consumption of energy. Fillis, Johannson, Wagner (2004) suggests that e-marketing is not an old innovation but a modern innovation that is concerned with promoting products, services, and ideas by utilizing the internet alongside other electronic gadgets such as mobile phones. It is possible for a start-up business that is making use of e-marketing to pick up and align with other business in the world. The proper use of the internet enhances more opportunities for the small enterprises and also eliminates fears. In a research study conducted by Zaied, (2012) on the possible obstacles to the acceptance of e-commerce by small firms in Egypt. Varying views were found on the acceptance of new technology from the different businesses in the community. According to the report by Zaied, companies that embrace the use of new technology can quickly gain a competitive advantage over others. However, new technology can be perceived to be risky depending on the understanding of the management regarding the internet. El-Gohary, (2010). Summarized published marketing articles in different countries. In The Great Britain, there were fifty-nine studies, sixteen in Australia and South Africa had three studies. According to the above findings, it is clear that the field of e-marketing is being explored and therefore more opportunities for businesses are being considered. Therefore it is for this reason that the current study aims to carry out a research on the impact of e-marketing on organization productivity in Australia. Research Objective The purpose of this study is to evaluate the perceptions of businesses towards communication and information technology and to establish the impact of e-marketing on firm productivity in Australia. This study analyses the degree to which BAM Construct; a construction company in the UK, makes use of e-marketing and the corresponding effect on the performance of the company in profit making. The company has Linked In (30,038 followers), twitter (46,300 followers), Facebook (3443 followers, 3484 likes), Google+ (818 followers), YouTube (over 7000 views), and Pin interest (602 followers) accounts. The heavy online presence of the company in social media is a strategy which has positively impacted its rate of turnover. According to the 2012 analysis by the CN100 Construction Index on the top 15 construction companies, BAM Construct was rated the seventh with a turnover of 1647.30 (CN, 2013). Additionally, the company has experienced an increasing steady financing performance with the latest turnover of 1,072.2 in 2016 (Annual and Report Accounts, 2016) References Anche, F., Hozouri, S., Mehdizadeh, A. (2014). An exploration investigation on important factors influencing e-marketing: Evidence from banking industry.Uncertain Supply Chain Management,2(1), 49-54. Retrieved from: https://www.sciencedirect.com/science/article/pii/S1877042810022925 BAM Construct UK. (2016). Annual and Report Accounts. Retrieved from: https://www.bam.co.uk/docs/default-source/report-accounts/report-accounts-bam-construct-uk-2016.pdf Cant, M. (2011).Marketing: An introduction. Cape Town: Juta and Company Ltd. CN Construction News. (2013). CN Construction Index List. Retrieved from: https://www.constructionnews.co.uk/searcharticles?qsearch=1keywords=construction+index+list+2012 De Klerk, S., Kroon, J. (2007). Networking in South African businesses.Management, 45(1): 89-103 El-Gohary, H. (2010). E-Marketing-A literature Review from a Small Businesses perspective.International Journal of Business and Social Science,1(1): 214-244. Retrieved from: https://www.ijbssnet.com/journals/20.pdf Fillis, I., Johannson, U., Wagner, B. (2004). Factors impacting on e-business adoption and development in the smaller firm.International Journal of Entrepreneurial Behavior Research,10(3), 178-191. Gilmore, A., Gallagher, D., Henry, S. (2007). E-marketing and SMEs: Operational lessons for the future.European Business Review,19(3), 234-247. Retrieved from https://www.academia.edu/download/45197721/Emarketing_and_SMEs_Operational_lessons20160429-2786-1lwhblw.pdf Jooste, C., Strydom, J., Berndt, A., du Plessis, F. (2012). Applied strategic marketing. Sandown: Heinemann Koh, S. C. L., Maguire, S. (2004). Identifying the adoption of e-business and knowledge management within SMEs.Journal of Small Business and Enterprise Development,11(3), 338-348. Kotler, P. Keller, K. (2009). Marketing management. 13th ed. Upper Saddle R: Prentice Meng, X. (2010). Study on Combining of E-commerce and E-marketing.Journal of software,5(5), 546-553. Retrieved from: https://www.jsoftware.us/vol5/jsw0505-12.pdf Molenaar, C. (2013).E-marketing: Applications of information technology and the internet within marketing. Routledge. Abingdon: Routledge Petersen, K. J., Ogden, J. A., Carter, P. L. (2007). B2B e-marketplaces: a typology by functionality.International Journal of Physical Distribution Logistics Management,37(1), 4-18. Retrieved from: https://www.researchgate.net/profile/Kenneth_Petersen4/publication/228643061_B2B_emarketplaces_A_typology_by_functionality/links/02e7e53be11b1135d1000000.pdf Robins, F. (2000). The e-marketing mix.The Marketing Review,1(2), 249-274. Samaraweera, L., Jayasiri, N. K. (2016). Adoption of E-Business and Business Performance of Hotel Sector in Sri Lanka. 7(2), 13 30. Retrieved from: https://192.248.16.117:8080/research/bitstream/70130/4499/1/Nuradhi_K_Jayasiri%20%26%20Lasani_Samaraweera%202016%20Sep%20WJM.pdf Solomon, M. R. (2009).Marketing: Real people, real decisions. 2Nd ed. Harlow: Pearson Stokes, R. (2011). E-marketing: The essential guide to digital marketing.4Ed. Quirk Education: Cape Town: South Africa. Retrieved,5(22), 2013. Strauss, J. (2016).E-marketing. Routledge. 7ed. Harlow: Pearson Zaied, A. N. H. (2012). 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