The concept of E-marketing involves the use of a wide range of digital media to communicate to customers and manage data and relationships. In modern business environments, e-marketing allows organizations to use different metrics to evaluate consumer preferences and purchasing behavior in various locations. More importantly, e-marketing will enable organizations to interact directly with consumers to understand how they can serve their needs better.

Electronic marketing is also known as e-Marketing is a technique used by companies to advertise and market their products and services by using websites and email which are internet based. Other advertising agents like the radio and television can be expensive though in most cases it is seen to be more convenient. The control of an advertising scheme helps companies interact with the consumers on a one on one platform thus meeting many customers’ expectations. Businesses pay for advertising on popular search engines while others create their website where customers can reach them easily(Jerath, Ma, & Park, 2014). For instance, an e-Marketing platform like the Amazon and eBay can post a coupon on their website offering customers discounts or any other favorable offer to push the company website to many consumers and attract new consumers as well.

Professionally companies engaging in internet marketing also needs a team that ensures the marketing plan and goals are directed correctly and focused towards the company expectations. The team is mandated with various tasks like keeping up with the market trends and understand what the consumers need and what hence finding the primary focus on expanding the market. Additionally, the team comes up with solutions to the problems that companies are facing when it comes to reaching customers. The team is also responsible for devising the company internet marketing objectives and for developing short term strategies that will provide the company with a long term dominance in the e-Marketing sector. The team is responsible for providing cost-effective techniques in marketing that will require the company to spend less but acquire more due to increasing customers. Most important the team launches campaigns and monitors the outcome to provide the business management with a direction regarding products and services reaching the targeted market. The purpose of e-Marketing generally in all businesses engaging in the concept, is to reach out to more consumers easily, efficiently, in a less expensive way, and provide consumers with easy access to products and services using an online platform at place any time. This research aims to understand the more significant question in marketing sector about the appropriate strategy to adopt in the e-marketing business.

Literature Review

Social networks make it possible for organizations to disseminate information to a large number of users through different networking platforms. Further, it is vital for an organization that seeks to use social media to make an impact on its clients to assess the overall value it is likely to get from e-marketing. The strategy helps a firm to implement standards that define how its employees interact with social media users on various platforms and the nature of results to be obtained from such initiatives. Equally important, those involved can design systematic processes that enhance decision making to ensure that the real potential of an organization is realized within a specific timeline. Consequently, e-marketing activities that are conducted using social media tools increase the level of exposure of various products and services at any given time (Neti, 2011). Thus, it is necessary for an organization to coordinate its online and offline marketing activities to enable it to achieve the desired results within a particular period.

Search engines affect how consumers search for different types of information on the internet. In essence, the initial results a consumer gets after searching determines the websites one is likely to visit, at any given period. Consequently, some organizations have focused on using keywords that make it easier for customers to find information on different products they sell in the market. In essence, search engine optimization strategies allow organizations to pay for direct adverts that are related to a consumer’s interests to capture his or her attention on various products on offer (Jerath, Ma, & Park, 2014). Considerably, this approach ensures that adverts are more personalized and respond effectively to an individual’s online tastes and preferences on the internet. In this regard, organizations can use their advertising budgets more effectively to help them appeal more to different consumers they are targeting at any given time.

Effective market research enables a firm to gather information on different perceptions from customer reviews about its internal processes and how they can be improved. More importantly, the data obtained helps a firm know existing gaps in the market and how they can be filled by providing high-quality products and services. Thus, online reviews allow firms to understand the levels of satisfaction customers have, which affect their overall loyalty to products being sold in the market. More importantly, it is necessary for organizations to find out appropriate strategies they can use to gain a competitive edge in specific markets where they operate. In this regard, they need to be aware of existing and future trends in a market that are likely to change buyers’ behavior within a particular period (Simonson & Rosen, 2014). Therefore, this knowledge allows an organization to focus on creating value for its clients by developing high-quality customer relationship management strategies. An e-marketing platform that is user-friendly, easy to use and access and has a wide range of products available at affordable prices is what will attract many customers.

Research methods

The researcher will use a descriptive research design for the study. The research design is selected depending on the goals of the survey. The researcher in such a study wishes to establish the factors associated with specific occurrences or some particular types of behavior within the research variables.The researchers will use a non- probability sampling technique in the study to establish the required size of the sample. Besides, the purposive sampling method will be useful in choosing the sample elements to achieve accuracy in the results.The sample is derived from online shopping malls and is a small representation of this field. The research will involve an analysis of two major online-based businesses that is eBay and Amazon.

Limitations and recommendations for future research

The study solely uses a sample which only focuses on two firms that is eBay and Amazon hence suffers sample selection bias. Additionally, the study depends on published data from financial statements which may be prone to errors. Moreover, the firms in the sample are not an actual representation of the whole businesses participating in online marketing.

Schedule of work

A questionnaire will be the primary tool for collecting data in this study to conduct an empirical analysis. Therefore, the survey will include both open and closed-ended questions to capture a broader range of responses from the selected participants. The data will be collected in the first three months of the research period. After, data collection, the researcher will analyze the questionnaires and secondary data on the financial statements. Data analysis is expected to take at least six months. Later, the researcher will present their findings and offer recommendations to the organization regarding the best e-marketing strategy to adopt.

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