E-MARKETING AND DIGITAL COMMUNICATIONS

E-MARKETING AND DIGITAL COMMUNICATIONS

Traditional offline channels of marketing products and services are important functions of business activities. Extending these channels to include electronic marketing or e-marketing activities requires proper planning and effective implementation. Small businesses face more challenges than large businesses when deploying offline marketing activities due to limited resources, such as huge cost of advertising on magazine, TV, Radio, newspaper etc. The Internet and available information technologies are important strategic tools due to its low entry costs and wider audience coverage for developing effective e-commerce and e-marketing activities. We analyse challenges facing small businesses when implementing e-marketing activities; choices of available web technologies, implementation and deployment costs are major factors. In this paper, we analyze solutions for meeting those challenges, we explore three online activities: e-commerce website, e-marketing and web services (e-services) that small businesses can deploy for effective knowledge based targeted e-marketing campaign. The Internet, a global network of interconnected computers and networks opens vast opportunities for businesses to market their products through electronic commerce (e-commerce) enabled websites and emails. Access to the Internet is available to consumers via various digital communication platforms both wired and wireless such as Mobile Phones, Personal Digital Assistant (PDA) and Personal and Portable Computers etc. The availability of high speed and low cost broadband Internet access from Internet Service Providers (ISP’s) have encouraged consumers to subscribe to Internet access thereby increasing the targeted audience for businesses to market their products. In addition, the availability of low cost and high specifications personal computers, notebooks, netbooks, PDA plus discount and cheap online purchase have encouraged consumers to buy goods and services online. E-marketer, the online market research and trend analysis company, forecasted that in 2009, UK business-to-consumer (B2C) online sales would worth £68.4 billions. To share in these online B2C sales, businesses must strategically plan, design and implement effective e-commerce, e-marketing and web services activities selecting appropriate web and digital communication technologies

E-commerce enabled websites provide additional channel for selling goods, services and digital downloads. It is one of the most effective and visible e-business marketing strategies available for businesses today. It enables interaction and accessibility via several digital communication equipments including personal computers, notebooks and PDA for online product information checking and order management. E-commerce is the subset of e-business focused on transactions (Strauss, et al., 2006). E-marketing service provide several online activities such as banner ads, email marketing, products catalogue newsletter, dynamic ad placement, search engines, classified and listing, blogs, interstitial ads including ad clicks, click-through, ad views etc. Most of these services were delivered through businesses’ websites, third party websites, affiliates, reciprocate websites, emails etc. One of the advantages of sending marketing messages by via email is that the messages can be targeted to individual (Mohammed, et al., 2004). E-marketing strategy is where technology strategy and marketing strategy wed to form the organization’s e-marketing strategy (Strauss, et al., 2006) Web Services provides an independent platform for e-business interoperability. It is a network accessible interface to application functionality, built using standard Internet technologies (Snell, et al., 2002). Different applications can connect to web services over a network using variety of protocols such as XML, SMTP, HTTP etc. The combination of low implementation cost and wider standards and specifications acceptability by developers makes it a preferred option for implementation of e-business applications (Feuerlicht, 2005). The key web services technologies are SOAP, Web Services Description Language (WSDL) and Universal Description, Discovery, and Integration (UDDI). XML and HTTP protocols also play an important role in successful implementation of web services. Our recommended open source software (OSS) for development include Joomla, Virtualmart, ccNewsletter, NuSOAP – Web Services Toolkit for PHP, MySQL, HTML, XML, HTTP, SMTP etc. The paper is organised as follows: section 2 analysis of problems and challenges faced by a small company we investigated, section 3 provides information on our propose solutions to solve the problems using Open Source Software. In section 4, we evaluate the technologies used and provide suggestions for future functionalities enhancement and advice on speed, performance and security. Web Design Company Kumbakonam

 E-MARKETING AND DIGITAL COMMUNICATIONS

Advancement in the internet and information technologies provides several opportunities and different channels for businesses to market their products and services. Deploying an effective targeted e-marketing campaign is an important strategic decision for businesses to stay competitive and to increase profitability. Digital communications provide an important platform for accessing the business information either via wired or wireless networks, such as: Mobile Phones, PCs and Notebooks. In this paper, we analyse problems faced by a typical small company when planning to deploy e-marketing activities and propose three e-services marketing strategies for achieving effective knowledge based targeted e-marketing campaign. The three e-business marketing strategies are: e-commerce website development, integrated e-marketing campaign software and web services. We analyse options available for implementing these services, one of which is Open Source Software for developing and implementing the e-commerce website, e-marketing and web services using underlying web technologies including Extensible Markup Language (XML), Simple Object Access Protocol (SOAP), Web Services Description Language (WSDL) and Universal Description, Discovery and Integration (UDDI) specifications using NuSOAP – Web Services Toolkit for PHP, HTML, MySQL, HTTP etc. We evaluate the effectiveness of the web technologies used and recommend further functionalities that can improve speed, performance and security. https://arudhrainnovations.com/