E-marketing models have been derived from the marketing models only. They are directly or indirectly related to the business processes involved. Of the numerous business models which are used on most online sites, the few most basic ones are ecommerce, publishing, lead-based websites, and affiliate marketing. Under e-commerce goods are sold directly to customers through business to customer approaches or business to business models. In publishing, advertisements are sold which paves way for a convenient income in its own right.
Lead based websites function as organizations. They generate value by triggering sales leads from their own websites. Affiliate marketing which is a popular form of marketing in the internet world involves business rewards in which one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. E-marketing involves a one-to-one approach such that in most cases, target user is browsing and surfing the internet on his own. Ergo, marketing messages can reach him directly and personally. This approach is normally applied in search marketing where most advertisements are based on search engine keywords that have been plugged in by the user himself. Currently with the emergence of Web 2.0, most users can interconnect with each other as “peers”. (Story 2008)
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