Impact of E-Marketing on Influencing Consumer Purchase Decision

With the technological advancement there is increase in internet and development of web 2.0 that increase interconnectivity among the customers. It has changed the customer behaviour and influence decision making of customers. There is change in human interaction significantly due to social network building for engaging customer result into influencing customer behaviour. The marketing activities are conducted by business for changing customer behaviour. However the business must aware regarding customer values, attitude, and belief that impact on conducting digital marketing campaigning.

E-marketing is mentioned the utilization of interconnected application and computers for meeting the customer demand. The e-marketing practices mainly rely on information technology for developing effective marketing plan. Marketing is one of the most important functions of business that impact on return on invests and overall profitability. E-marketing is the part of integrated marketing practices including email marketing, online marketing, and social media marketing.

There is rise in e-marketing concept which has provided scope for business to communicate their product and services globally. The companies are more focused on developing digital marketing strategy by using social media platform for advertisement their product and services offered to the target audience. It is one of the cost effective way for educating the customers result into developing brand image and recognition. The companies are conducting customer engagement activities that has developed unique brand image for long term sustainable results.

In the digital marketing field, the customer behaviour understanding is the key success marketing factor which can be used for developing effective marketing strategy by utilizing online socializing tools. The customer knowledge and brand recognition influencing customer behaviour results into increase in business revenue (Husnain, 2017). Customer purchasing decision is how they select the product and services for satisfying their needs and demands.

Factors impact on customer purchase decision

The customer purchasing decision is impacted by the factors that are willing to engage customer in internet shopping. There is positive Impact of e-marketing on consumer decision making by providing variety of options to the customers, product comparison, information screening, and dependability.

• Cost efficiency

The pricing influences purchasing decision of customers. It is the attribute that is visible and dominant. The companies are providing at lower cost in online purchasing for attracting customers towards online purchasing.

• Information satisfaction

The information provided by the organization regarding product and services offered impact on overall customer satisfaction. The user interface quality and information quality impact on information satisfaction. According to the National Bureau of Statistics, in retail sector has increased the revenue generation by including the customer decision making through developing digital marketing strategy (Mahalaxmi, 2016).

• Customer trust

The companies develop e-marketing strategies for marketing efficiency that add value to the business as compared to the traditional marketing. It is challenging for the companies to develop trust through interconnecting technology.

• Internet shopping experience

The customer with positive customer experience develops perception towards online shopping. They are also influenced by online review that influences customer purchasing behaviour.

Role of e-marketing in influencing customer purchasing decision

In 2008, if you are not on social media then you’re not on the internet. Social networking is one of the most popular website that is used by business for promoting their product and services globally. It acts as a promotional tool that enables to communicate the innovative product and services delivered by the company for meeting customer needs. The customers are providing online review regarding the services offered that support in building trust among the target audience. However one negative review may impact on brand building and customer perception. So the internet sensation directly impact on business profitability.

In today’s era, everyone has account on social media so the companies can recognise the innovative product and services offered by them to the target audience. There are trend settlers on social media that support in educating the customers. There are three core principles of social media marketing including contacts, content, and conversation. However one of the disadvantage is unable to calculate return on invest from it. The social media marketing strategy is developed for capturing the interest of target audience.

There are total 60 social media platforms that can be used for conducting e-marketing for communicating and promoting the product and services offered by the company. These are used for developing brand identity and recognition result into influencing purchasing decision of customer to buy specific product and services offered by the company. E-marketing is also known as internet, digital, web, or engine marketing. According to Srivastava (2017), there are more than 20% internet users in several countries who already buy online product and services whereas more than 50% of customers in the US buy online on regular basis. It leads to transforming ecommerce into main stream of business. The companies as well as online customers are maturing and development of customized approach. The companies have changed their focus from traditional marketing to online marketing by developing trust among the target audience. The use of internet has increased in all dimensions of life so the companies adopt e-marketing strategies are influencing the purchasing decision (Menon, 2018). The post-purchasing behaviour is one of the critical components in marketing perspective which influence customer perception. Earlier attitude towards online purchase is different because of lack of customer experience and absence of physical interaction. However the companies has focused on four major categories including shopping experience, quality of product and services offered, value of product, and risk perception of internet retail shopping. There are nine factors that are associated with user perception towards online purchase. The discrimination factor in online shopping is convenience and control of online shopping process, customer service, affordability of merchandise, and ease of online shopping (Rabidas, 2019). The customer perceived risk and trust are two factors that are associated with online shopping and significant determinant for retaining online shopping customers (Costa, 2018). The consumer stops online purchasing from specific website due to unpleasant experience. Online markets have to develop positive virtual environment with best designed information package. It provides competitive advantage to the company. The concept of online shopping is the combination of both no travel and time consuming result into attracting customers. There are two types of information including value added and non-value added information which is used by search mechanism in web-based stores. The company should provide section for customer feedback result into improvement in customer service and increase in sales revenue. Mushi (2019) has mentioned in their studies that there are 61% users on social media, 94% use emails, and 75% use e-marketing. So email marketing is used for profiling customers by demographics such as income, age and others. It allows analytical capability and reporting which comprise of a click through rates, open rates, and bounce rates. The channels of e-marketing should be selected as per the identified target audience result into communicating brand globally. Online purchase has positive connection among the purchasing decision and digital media. Thus the role of online marketing requires customer engagement for developing brand among the target audience (Kaur, 2018).

E-marketing practices

The elements of e-marketing involve the use of marketing concepts in communicating the services offered by the company digitally. It entails the application of internet that is medium for contributing towards brand recognition. The companies are investing of conducting marketing practices by advertisement, campaigning, direct selling, and others. However the emergence of e-marketing has changed the concept of marketing by communicating the brand digitally. The adoption of technology has influenced e-marketing practices by using online networks such as telecommunication technology, digital platforms, electronic mails and websites for ensuring to meet the marketing objectives (Zhang, 2019).

It has also changed the role of marketing manager by adding the vertical of digital marketing. The role of digital marketing manager is to develop effective digital marketing strategy for communicating the brand among the target audience globally. The marketing managers are also gone through digital marketing online courses for upgrading their knowledge to add value to the company. Here different subjects related to digital marketing are studied and you have to undergone through different assessment for completing the course. However if you are not able to understand the complex topic related to digital marketing then you can also take online assignment help who can assist you in completing the assignment. As online essay writer you have to understand all concept of digital marketing for implementing the application of digital marketing strategies in completing the assignment appropriately.

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