Refer your Friends & Earn Money

Know More

Follow below step and earn Money


Start earning with myassignmenthelpAu now. Signup and earn upto $2000 / Month

Refer More Cancel
Call Back Call Back

24x7 Support Available

To Get the Best Price Chat With Our Experts

chat now

In A Hurry? Get A Callback

Welcome to Live Chat

Welcome to MyAssignmentHelpAU Services, World's leading Academic solutions provider with Millions of Happy Students.

How The Digital Technology Has Shifted The Basic Idea Of Marketing

Home How The Digital Technology Has Shifted The Basic Idea Of Marketing

E-commerce, which is defined as purchasing and selling of services or products through the electronic platform, such as the network of computer system and the internet, plays a very important role in the marketing strategies of contemporary organizations (Strauss and Frost, 2008). Although e-marketing is a new concept that resulted from improved technology and the revolution of the internet, it is becoming an important aspect in the global marketing arena, and many organizations are embracing it to expand their customer base, improve sales, advertise new products, and to save money.

There are several literatures that try to offer insight on the development and application of ecommerce in businesses.  According to the study carried out by the Pei-Fang Hsu (2013) on “Commodity or competitive advantage? Analysis of the ERP value paradox”, a firm that has enabled e-business needs a great support from a well structured ERP system (enterprise resource planning), which is imperative in the provision of data. However, a large proportion of business organizations state that despite their robust investment in enterprise resource planning system, they discovered that it did not offer competitive advantage, new orders and new profits as stated by vendors of the ERP system. The result of the study shows that the resources possessed by the organization, such as change management policy and managerial skills contribute greatly to organization’s success than the IT role, such as e-commerce marketing. However, the study recommends that integration of organization resources and information technology capabilities are essential in providing organizations with a competitive advantage.

The article on “The role of atmospheric cue in online impulse-buying behavior” by Floh, and Madlberger (2013) show that the S-O-R model (stimulis –organism-response) highlights the impulse buying behavior of the consumers, and is instrumental in the high levels of ecommerce purchases among the consumers. The finding of the study shows that by using S-O-R Model on the basis of consumer impulse buying patterns, e-marketing is essential in marketing, increasing consumer buying, and advanced sales promotion.

Basing on the study and comparing it with the research question, it is evident that e-commerce has played a key role in enhancing the fundamentals of marketing, thus defeating the notion that marketing is no longer essential in an organization. E-marketing or digital marketing does not exist in a vacuum or isolation, but it is part of the whole marketing of a business organization (Strauss and Frost, 2008). However, the digital marketing has undeniable resulted in new aspects to the whole marketing. There are several aspects that can prove that the value of marketing has been enhanced and modernized the whole marketing system.

The internet, through the e-marketing portfolio has enhanced transparency upon businesses and brands. Currently, it is the consumer who controls the brand, and is no longer controlled by the media. This loss by the media to the consumers means businesses must develop authentic communication modalities and must uphold the sense of self in a competitive environment. In the information and digital age, what marketers require most is to develop a strong brand through e-commerce platform (Reedy and Schullo, 2004).

Currently, enhancing customer experience should be relentless on the point of focus of modern marketing. The onset of hi-tech technology and internet applications has made the marketing fraternity to emphasize on customer experience. Customer experience has a basis of customer centricity as proven by the products and services that a given organization delivers across to its customers. This emphasizes on the essence and power of great design. As such, e-marketing strategy offers an organization a great opportunity of interactive with many customers at a short time, less cost, and minimal wastage of time (Clarke and Flaherty, 2005).

One of the cons of e-marketing or internet marketing is the ability to reach a large number of customers. The World Wide Web is not only national, but has a global presence. This means that services and products can be both existing and accessible to potential consumers throughout the world. When compared with the conventional types of advertising, e-marketing can reach very many people and can gather data from many potential and existing consumers. Further, it offers consumers with an apt platform of sending emails within a short time and so information can reach very different people within a short time (Kleindl, 2001).

A well planned and effective e-marketing campaign can assist an organization to reach many target customers at a relatively lower cost. When compared with other forms of promotions, it is cost effective and affordable. As such, these factors assist the organization to enhance its marketing practices and develop strategies that can add value to as many customers as possible. Basing on its cost effective approach, it is evident that electronic commerce is essentially a major boost to organization marketing standards (Gopalakrishna, 2010).

E-marketing, which is sometimes referred to as a one to one personalized marketing, can operate 24 hours a day and 7 days a week. With an organization owning a website, customers can easily find out the services and products offered even when the physical premises of the organization have been closed or in cases where there are few physical facilities. Apart from the apt communication techniques, e-marketing can make it easier for the organization monitor the communication of its staff with customers and obtain prompt response from customers (Reedy and Schullo2004).

In conclusion, E-marketing has been essential in modernizing the marketing strategies of organizations and has enhanced communication with customers at low cost. Further, the studies conducted have emphasized the importance of e-marketing in organizations in placing it at a competitive advantage over the other rival organizations. E-marketing has proved helpful in organizations as it reduces the costs of marketing products and increases their accessibility to customers across the world.


  • Clarke, I., & Flaherty, T. (2005). Advances in electronic marketing. Hershey PA: Idea Group Pub.
  • Floh, A., and Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications.
  • Gopalakrishna, D. (2010). Electronic marketing in 21st century. Mumbai: Himalaya Pub.
  • Hsu, P. (July 24, 2013). Commodity or competitive advantage? Analysis of the ERP value paradox. Electronic Commerce Research and Applications
  • Kleindl, B. A. (2001). Strategic electronic marketing: Managing e-business. Cincinnati, Ohio: SouthWestern College Pub.
  • Reedy, J., & Schullo, S. (2004). Electronic marketing: Integrating electronic resources into the marketing process. Mason, Ohio: Thomson/South-Western.
  • Reedy, J., & Schullo, S. (2004). Electronic marketing: Integrating electronic resources into the marketing process. Mason, Ohio: Thomson/South-Western.
  • Strauss, J, and Frost, R. (2008). E-Marketing, New Jersey: Pearson Prentice Hall.
MyAssignmenthelpAu | April 11, 2018

MyAssignmentHelpAu provides the ideal service for all your assignment and homework related tasks to be completed within the specified time. We are available round the clock to resolve your academic queries. Comprised of more than 4000 learned experts, we promise to provide well research and top-notch quality assignments. Our assignment writing services is not bound to the countries of Australia and UK rather stretches to USA, UAE , Singapore and Malaysia. We pay scrupulous attention to each assignment and provide services that include assignment help, homework help, case study help, coursework help, dissertation help and CDR Report help. Avail the best my assignment help and services at competitive price. We promise ultimate customer satisfaction.

Smile your way through this tough Semester!
Get our My Assignment Help in Australia order now

MyAssignmentHelp Testimonials

Best Assignment Help in Australia

Earlier I used to mess up with numerous academic tasks and was finding it hard to perform well in all the assignments. But when I came across MyAssignmentHelpAu, I just breathed deep as I got a best platform from where I can get best and most effective assignment help. Experts, at this platform offered the best writing help to me. Thank you MyAssignmentHelpAu

Michel, Adelaide

Best Essay Writing Service in Australia

To me, the assignments are similar to the nuts which are hard to break. To complete all the relevant assignments is just not an easy task. But team of MyassignmentHelpAu helped me with all the assignment related problems. They served finest assignment solutions for my psychology homework. All my queries have been efficiently solved by them.

Jenny, Melbourne

Top Notch Assignment Service

I was confused with the various assignment help websites. It was hard for me to select the one which could provide me better service on my assignment solutions. Then, as per my friend’s suggestion, I tried MyAssignmentHelpAu to avail my humanities assignment. And I am glad to share my experience as they provided me the optimum content at very pocket friendly rates.

John, Adelaide

Best Assignment Help Provider in Australia

Myassignmenthelpau helps me to complete my assignment within three hours. It is one of the top assignment help provider on which everyone can trust blindly. Myassignmenthelpau has a team of well-versed experts that are able to provide quality assignments all over Australia. I am impressed with their services and will contact them again in the future.

Molly Bella, Sydney

Provide Top Quality Assignment Services

I was scared when I was unable to complete my computer science assignment within the deadline. My friend informed me about the Myassignmenthelpau and I avail their services. I am very thankful to them for making my assignment. My professor was so impressed by my assignment and gave me good grades.

Jayden, Melbourne

Pre-eminent Java Assignment Help from Java Wizards

I was quite stuck with one of my complex Java assignments and looked for help at several websites but, no one could understand the requirements well and could not complete this task. However, Myassignmenthelpau did not only agree to take it but delivered it with excellent quality, which bagged me an HD in the course.

Grace, Perth

Matchless Nursing Assignment Help

I must say that Myassignmenthelpau is the only nursing assignment help portal that you can fall back upon. I had totally forgotten about this intricate assignment that I had to submit next morning. They were my only rescuers. I god a wonderfully written paper in just a matter of few hours. Outstanding services! Excellent Writers!

Julia, Brisbane

Nonpareil Portal to Buy Assignment Online

So many of us out there look for buying assignment online, nevertheless, we struggle to find a genuine service provider. My search for an authentic par excellence assignment writer company ended when I found Myassignmenthelpau. You name the subject, and they can help you with its assignments and what’s more an HD score is guaranteed.

Stella, Gold Coast

Other Students are using My Assignment Help, Are you the only one left Behind?

order now