In the current age, the cutthroat competition has compelled every organization to use its entire marketing prowess in order to make an impact on its target audiences. Unlike in the earlier times, the target audiences of organizations are not limited by any physical or geographic boundaries. Naturally, it has become imperative for the organizations to use all the new and innovative marketing channels to reach its target aud iences in the most effective manner. The traditional or conventional marketing channels are no longer good enough to fulfill all the requirements of the electronic age. So, electronic marketing has come to the forefront as one of the most effective ways to enhance the business capabilities of an organization by fulfilling its marketing requirements.
Electronic marketing or e marketing can be referred to as the application of the vital marketing techniques and principles through the electronic media in general and more specifically, the internet. The various terms that are used interchangeably in order to refer to this phenomena are electronic marketing, e marketing, online marketing or internet marketing (Quirk, 2006).
Electronic marketing is basically one of the components that make up e business, in which the internet is used in order to carry out every day marketing activities and reach the desired business objectives (Analogik, 2010). It can be termed as a junction or a crossroad where the traditional marketing processes and techniques meet the modern and latest communication technologies of the modern age, which gives makes the whole discipline sharper and more effective than earlier. The latest technologies also enable the practitioners of electronic marketing with innovative and modern ways to apply the conventional techniques and fetch better results. New and modern electronic marketing techniques are also being developed which is enriching the market discipline as a whole (Analogik, 2010). The process can involve the marketing of products or services over the internet. The channel can also be used for the purpose of brand marketing. E marketing includes indirect marketing and direct response for the purpose of staying constantly in touch with the members of the target group, using the latest technologies. E marketing is used for the purposes of building up solid brand equity for an organization, drawing new business by reaching greater number of members of the target group and holding on to old business clients (Vikram, 2010).
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