As part of achieving this objective, an e-marketing strategy should be examined based on six different capabilities including digital channel strategy and acquisition of online customer. The other capabilities are online customer experience and transformation, development and growth of customers, digital channel governance, and inter-channel integration and brand expansion (Chaffey, 2010, p
The need for the identifying such strategy is necessitated by the fact that most of the common e-marketing strategies and techniques in the modern business world are not effective in all marketing processes. Furthermore, it is still uncertain of what electronic marketing will bring to the business world because of dynamic technologies, practitioners and the business environment (Charlesworth, 2009, p
Notably, the Internet has exploded into the contemporary society as an electronic medium that has contributed to communication and information revolution with significant impacts on the overall business environment. As a result of this development, marketers have continued to survey the probability of e-marketing as an ideal medium for communication and marketing of products and/or services (Clarke & Flaherty, 2005, p
One of the most important processes in developing the interactive personalized e-marketing strategy with suitable graphics and colors is increasing the level of personalization. This helps in creating new avenues of customer segmentation, positioning, and one-to-one marketing techniques (Cudmore & Patton, 2007, p
Generally, an e-marketing strategy obtains its direction from the company's broader approach to marketing that is based on the firm's overall business strategy objective. Therefore, e-marketing strategies are effective when they integrate the benefits of the Internet as a channel of marketing with the present online and offline initiatives of the company (Dann & Dann, 2011)
The essence of this study is to evaluate the impact of e-marketing strategy on a company's overall marketing performance. Therefore, the research mainly focuses on establishing and sustaining a clear relationship between conceptual framework and empirical analysis (El-Gohary, 2007)
Scope and Limitations: Despite being the most commonly used research methodology and instrument in contemporary e-marketing research, the Survey strategy is associated with some major limitations the present practical problems in the research process. One of the major limitations of this strategy is the difficulties associated with selecting a probabilistic sample because of the evolving nature of technology, especially the Internet (Furrer & Sudharshan, 2001, p
Based on the conclusions of many researchers, there are free electronic tools that companies can use for varying processes and activities. The availability of these different procedures and activities is because the electronic environment is a favorable environment for companies without adequate finances for marketing promotions and advertising (Sceulovs & Gaile-Sarkane, 2010, p
For instance, a research found that 69% of customers consider pop-up ads to be annoying. In addition, 23% of these consumers stated that they would visit websites with such advertisements again (Smith, 2010, p