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E-Marketing. The Basics.
Task assignment problem is “the central problem in elaboration of e-e-marketing communication strategy and strategic decision making. Hierarchy-of-effects concept proves to be an extremely useful tool in developing of e-marketing communication strategies. Actions planning in communications sphere, being a “prelude” to the next stage of planning, largely depends on accurate assignment of communication tasks so that is would be possible to assess their efficiency”.
Those who criticize hierarchy-of-effects models from managerial point of view are right on one thing. They all agree that e-marketing ultimate goal is sale. However, they are sadly mistaken claiming that sale is a specific operational mission of every e-marketing action. The nature of making purchasing decision in industrial market suggests that it is unreasonable to set such a goal for each business meeting, PR action, element of direct-mail etc.
Basic principles any Internet e-marketing communications strategy should be focused on: information, establishing relations or concluding of a contract. Of course, it is difficult to choose the most important goal, thus, there is no unambiguous answer to this question. When we are talking about a new product, the company may aim at informing potential client about this product. If the product is well-known it may seem necessary to stimulate customers’ favor to it or fight against unfavorable attitude towards this product. Such goal as concluding of a contract can be rarely achieved with the help of mass communications tools, for example advertising or publicity, irrespectively of the product itself, i.e. it does not matter if it is new or well-known.
It needs mentioning that dealing with any concept of e-marketing communications (relations) we must clearly differentiate between reality and pure rhetoric, i.e. metaphors like “stages”, “hierarchies” or “loyalty ladder”. Not a single study credibly reveals how actively e-marketing specialists push a customer up the “loyalty ladder”. Besides, we associate such terms as “supporter”, “propagandist” or “partner” with particular types of relations, although customer who uses supplier’s products or services on an every day basis is unlikely to agree that he is in this particular type of relations with supplier. From the customer’s position these are merely verbal expressions.
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