Factors of establishing confident and loyal relations in e-marketing communications (especially in personal sales), noted by different specialists, are relevant for participant e-business, especially in the e-commerce sector.
The “aim of e-marketing communication is to attract a potential customer ignorant of the company’s products so that he becomes the company’s client”. There are several ways described in the theory to characterize mental stages an average buying centre member must go through to reach the stage of making a purchasing decision. There are 4 hierarchical response models suggesting that a customer successively goes through informative (cognitive), emotional (affective) and behavioral stages. These models are AIDA model (attention-interest-desire-action), hierarchical effect model, innovation-acceptance model and communications model.
The first model AIDA is the most adequate to purchase requiring a high rate of attracting customers who need to choose from numerous options proposed. Only few references to customers push them to conclude purchases. Specialists distinguish six stages of purchasing decision within the framework of a more complex second model (hierarchy-of-effects model). These are information, knowledge, favor, preference, persuasion, purchase. This six-stage model suits description of organizations’ buying behavior, i.e. actions of the buying center. Nevertheless, he states that “one should take into account changes in awareness level and attitude of individuals to the product and also peculiarities of purchasing behavior when elaborating strategy of communication.”
E-business is not easy, although it is really easy to start it. Many people mistakenly think that in order to succeed in e-business one need to publish a web site and offer his products. Nothing of the kind. With such approach your business will not earn a cent.
Most specialists agree that proficiency in e-marketing is a key to success in e-business in general. E-marketing is extremely important. Moreover, marketing communications enable you to establish connection with your customers. Keeping your customers loyal to you even when they do not buy from you is so much important.
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