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Analysis of Performance
Another primary factor that is serving as a catalyst for companies integrating their marketing and e-marketing into a single, unified platform is the potential that exists for measuring performance of strategies at a much greater level of accuracy than has been possible in the past (Bernoff, Li, 2008). This is particularly useful from a global standpoint when companies must budget their advertising, promoting and marketing dollars across a wide variety of programs, each operating in a different geography (Sheth, Sharma, 2005). While much has been written about the world being flat, in fact marketing globally has never been more heterogeneous and diverse (Sheth, Sharma, 2005). For companies to attain a high level of trust in their chosen markets the focus needs to be on measuring strategies online to see what resonates and makes them relevant over not (Radin, Calkins, Predmore, 2007). Metrics captures from e-marketing can deliver insights into how to be a trusted advisor in a...
All factors point to the integration being critical to the long-term growth of companies striving to be trusted in their core markets with their primary customers and prospects.
References
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Chang, H., Wang, Y., & Yang, W. (2009) the impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423.
Tara J. Radin, Martin Calkins, & Carolyn Predmore. (2007). New Challenges to Old Problems: Building Trust in E-marketing. Business and Society Review, 112(1), 73-98.
Jagdish N. Sheth, & Arun Sharma. (2005). International e-marketing: opportunities and issues. International Marketing Review, 22(6), 611-622.
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