Electronic Marketing: Comparing Benefits & Challenges of IT-Driven Strategies - Essay Sample

Introduction

The emergence of information technology has helped to change how people market their products and services. In contemporary society, people conduct their businesses electronically using the internet. According to research done by Bhayani and Vachhani (2014), the introduction of electronic marketing has changed the shape of many businesses around the globe for the reason that the proliferation of the internet creates electronic channels for marketing. In this paper, the focus is to compare and contrast traditional and electronic marketing processes and demonstrate key elements of the processes that are similar and different.

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The traditional marketing process involves the use of print, mail, broadcast, telephone among others to establish variable marketing (Bhayani & Vachhani, 2014). Today, the traditional marketing process is considered expensive because it involves advertisements in space newsletters, magazines, and other strategies that do not reach many people. On the other hand, the electronic marketing process involves the use of information technology and communication to advertise products and services (Salehi et al., 2012). At many times, people use the internet to make purchasing decisions, therefore, it will be easy to reach them. Usually, people use computers, mobile phones, and tablets to search for products of their choice.

Some of the key elements of the processes that are similar include mail brochures, critical reviews, and billboards/online banner ads (Bhayani & Vachhani, 2014). In the same parallel, some of the key elements that are different comprise of the medium through which the audience receives the messages. Also, traditional marketing processes use print media such as newspapers and magazines while electronic marketing processes use digital media such as websites and social media (Salehi et al., 2012).

Conclusion

In conclusion, the traditional marketing process has transformed and the internet is considered an agent of change for the consumer market. The electronic marketing process is more profound than the traditional marketing process and it is likely to have a golden future.

References

Bhayani, S., & Vachhani, N. V. (2014). Internet Marketing vs Traditional Marketing: A Comparative Analysis. FIIB Business Review, 3(3), 53-63. https://www.researchgate.net/profile/Sanjay_Bhayani2/publication/327645389_Internet_Marketing_vs_Traditional_Marketing_A_Comparative_Analysis/links/5b9b697692851ca9ed0662e6/Internet-Marketing-vs-Traditional-Marketing-A-Comparative-Analysis.pdf

Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012). The Dissimilarity of E-marketing vs Traditional Marketing. International Journal of Academic Research in Business and Social Sciences, 2(1), 510. https://pdfs.semanticscholar.org/7ca3/97046b2bd145721617a8ab7c91a8e415f0b2.pdf