Sub valuation of the e-Marketing .... Fear or ignorance?

mally · #1 (**permalink**) 12-02-2008, 10:29 PM

Listening to the term e-Marketing, many directors of listed companies with an investment uncertain, with some ethereal, abstract, vague ... For many it is a term that is still fashionable but not providing proper care for it is just an excuse for consultants to make money at the expense of companies without providing any real value.

In other instances do not even have a slight notion of what is and prefer not to find out .... There is no blame, just have to understand and accept this fact with resignation.

Under no viewpoint is my intention to add a note of sarcasm to a frequent fact, it is a fact that he fully understands that if we look at marketing in general suffers from the same evil.
In the case of Marketing, globally and especially at small and medium businesses, we are faced with a reality that discredits their work: There is a clear reason why they have a marketing department or person responsible in this area.
But almost all companies have at least one professional marketing, if not an entire department to carry out activities per se does not have a specific target integral.
Some companies related to marketing with public relations, advertising, media or the Organization in the management of Corporate Image (to name a few). It is believed that representatives of the marketing should have almost artistic qualities and ability to "Multitasking" or multitasking.

This irresponsible management of resources and should cease once and must be understood that the reason why there should be a marketing department or a person who carries out its function is to increase the profitability of a business. The marketing department is responsible for generating a higher level of sales at the rate of maintaining a gain for the optimum business. Hence, the improved internal communication, external, public relations, advertising campaigns and price management, as examples, are tools, not the goal. If it manages to be clear about the objective (mentioned above), the execution is simply a specific process which is an off-ROI, ROI, so shall also be measured. When you reach maturity in the design of Marketing (and the strategies are appropriate) companies will start to notice that the marketing is essential.

The same model will be applied to e-Marketing, which can not be reduced simply to tasks put up to a portal search engine, get descriptive phrases or increase the usability of a portal ... the reason for the e-Marketing is the increase profitability of a business through the channel on-line ... it has to be operational "as" after establishing the requirements to be met to maintain an effective portal.

It's time that executives of the companies to stop to analyze the development and especially the penetration which has acquired the Internet in segments such as the Latin American and achieve define whether the investment they have made in their channel On-Line meets the goal by which was created. I can go further, I think it is also time to rethink that aim to enhance the effectiveness of its channel and achieve concrete results for the benefit of the business.