e-marketing gains popularity

By Lalin Fernandopulle

Internet marketing or e-marketing has changed the way business owners and consumers buy and sell goods and services.

Over the years, many brands and businesses have adopted web marketing more extensively than the traditional mass media mode of marketing.

However, there is more to what meets the eye in web marketing where consumers could be duped into sub standard products and services while spending handsomely, if not carefully looked into. Many of these businesses have realised the importance of internet marketing as an inbound marketing tool that delivers better results in a short span than traditional marketing channels.

Marketing surveys reveal that companies allocate a larger budget for internet marketing channels such as content marketing at 64 percent and landing page optimisation at 60 percent which is beyond planned budgets for traditional advertising in print and broadcast media. Studies also reveal that consumers rely more on what they have learned and researched from the internet and social media before they make a purchasing decision.

Surveys predicts that by 2015, 80% of consumers’ spending decisions will be influenced heavily by mobile and social media marketing.

The pros of internet or e-marketing are that it could reach the target consumer more effectively, deliver quick results, is cost effective, reaches a wider or even international audience, results are measurable, can be personalised, helps build relationships, could leverage the power of social media, levels the playing field and is available 24/7.

The cons of e-marketing are it can be copied, could get drowned by too many online ad clutter, will not be taken seriously if not done professionally, may not be appropriate to certain products and services, could create extensive competition and lead to errors as e-marketing depends on technology.

Chevron Lubricants, Managing Director and CEO Kishu Gomes said that e-marketing has become a ‘way of life’ in the modern world and Sri Lankans cannot ignore this but should embrace and get the best use of the tool effectively to market the country and its products and services to stay ahead of the competition.

Today, the younger generation is heavily addicted to it which is the case even in Sri Lanka where one device for all the needs and wants is used.

A marketeer and independent director, Rohantha Athukorala said, “There are four million readers on the net in Sri Lanka while only there are only two million readers with the press. So we have no option but use web instruments in communication."

"Be it in brand marketing or in any form of communication we have to use the web. It's the discipline that will shape a reader's choice of where and what he or she should be exposed to,” he said.

HVA Group Chairman Rohan Fernando said that web marketing is good as long as it creates a informative and penetrating platform.