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Marketing has been around since medieval times in one form or
another. Since humans have started barter trading system marketing was
an essential component of it. Methodology of marketing has improved
since then and has been refined to suit individual needs and wants.
Emarketing or electronic marketing refers to application of marketing
concepts and techniques via electronic media and specifically targeted
to the Internet. It is a process of marketing a brand using the
Internet. It includes both direct marketing and indirect marketing
elements. It also uses a range of technologies to help connect
businesses to their customers.
Hence, emarketing involves all the activities a business conducts via
worldwide web with the aim of attracting new business, retaining current
business and developing its brand identity. Moving further to the focal
point that how emarketing helps to bridge cultural gaps, we need to
highlights its importance by highlighting statistics. According to
research, 90 percent of marketing and business in 2011 will be in
relation to the Internet. These statistics show how important emarketing
has become in expansion and retention of current business.
We receive tons of emails advertising variety of products and
services. Even, social networks such as facebook & twitter are bombarded
with promotional material. I will be discussing the recommendations
proposed by Carlos Lewis, CEO of Kit Technology. The suggestions call
for bridging of cultural gaps.
The most important thing is to have are a formal, well-thought-out
plan and time to learn plus execute that plan. Every culture has a
different learning curve and it is necessary to understand for effective
integration. First learning the business processes of the country to
which you are trying to integrate. For example; understanding an
American brand will be helpful for emarketers settled in Pakistan or
India.
Next, to bridge cultural gaps emarketers shall be on the same wave
length. This will help them better analyze the complexities of running
an online marketing campaign. We need to shift our paradigms that have
created biases for cross cultures. This only hampers economic activity
resulting in loss for emerging emarketers.
As time is considered to money, we need to be prepared and active with
marketing proposal to be effective in pursue of new business. Language
often seems to be a barrier between cultures. We need to get acquainted
with different languages specific to out target customer so that success
becomes definite.
I hope you have sufficient information on emarketing helps to bridge
cultural gaps. For more information you can search research journals
available online specific to marketing strategies.
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