E-Commerce Marketing Communications Essay Example

will likely emerge due to the continuous progression of the Internet.

The global internet user base exceeded 150 million in 1999 and is projected to grow fourfold in the coming years. This substantial number of online users provides a broad scope for businesses offering their products or services on the web (Thornham, 2000). Firms like Amazon.com and eBay have fully exploited this potential market, growing from obscurity to dominance within a span of less than ten years. It's evident that sophisticated communication technologies have fostered and streamlined location-specific marketing tactics over the previous decade. Marketing experts should be aware that there are currently around 180 million personal computers worldwide.

Possibly, this represents another method of illustrating affluent individuals utilizing statistics on PC ownership (Thornham, 2000). Nowadays, computers are escalating as an indispensable gadget for most individuals to maneuver their everyday tasks. As Shakespeare could have articulated, if he had an internet connection centuries earlier, "The whole world is a commercial, and every man and woman is striving to promote the most recent, superior, discounted long-distance service" (Fayerweather, 1969). This premise can be broadened to the Internet. Individuals resort to this medium to listen to some music, stay updated about worldly affairs, or interact over topics of shared interest.

It is offensive to be interrupted by brash and persistent voices and visuals because they indicate that our activities, thoughts, and emotions are of less worth compared to the strategic business promotion efforts (Dalton, 1998). Certainly, advertising, with the help of promotions, has paralleled the tech advancements of several conventional businesses. An instance would be Microsoft's lack of initial consideration for the internet which

makes its sudden booming growth even more astonishing.

Though technological characteristics do have an impact, the rapid expansion of the user base is primarily driven by decisions made by consumers, marketers and large businesses (Fayerweather, 1969). Previously, advertising was perceived as a crude tool, more akin to an art than a scientific procedure (Ogilvy and Giardetti, 1971). Many people think they are too conscious and judicious to be readily swayed by advertising tactics. However, most individuals' minds are inundated with words, symbols, visuals and other components disseminated via advertisements.

Web advertising, unlike other forms of media, can have text-based elements and boasts more dynamism through graphic and audio-video displays. Typically, it uses pop-up ads as a common form of delivery. These interstitial pop-up ads emerge between pages or websites, appearing in a separate browser window that dominates most of the screen and remains visible for several seconds until the website or page finishes loading (Cateora, 1995). A commonly observed technique in web promotions adopted by nearly all online businesses involves the utilization of buzzwords (Yun and Goynshor, 2002).

Theres something enticing about these words that draws the attention of the web user. They'll likely be interested in browsing the business's ads. Promotional deals like discounts, free trial offers, packaged reductions, inexpensive delivery charges and many more are often seen on products and services.

Advertisements do not always incorporate glamorous buzzwords that may lack substantial meaning yet successfully convey the intended message (Yun and Goynshor, 2002). Without relying on emotional persuasion, online ads effectively attract compulsive shoppers. Approximately two-thirds of online shoppers cite convenience as their main motivation for buying products

on the internet. Other incentives for online shopping encompass easy product exploration, research, and acquisition, plus the sheer enjoyment and novelty of the experience (Schumann and Thorson, 1999).

The availability of online information is constant, accessible at any time of the day. To demonstrate this with a specific instance, consider the news sector. The need to draw attention in printed news is intensifying in our modern society. Despite technological advancements and the surge of the Internet, print remains a popular method for communicating messages to the target audience. It's essential that the messages conveyed in news are carefully crafted and presented appropriately to engage the audience and remain competitive (Kimball, 1994).

A research on printed offline news reveals the interrelation of color, text, and appeal: color stimulates emotions that shape the message, while the headline often represents the central news story (Scott & Batra 2003). The underlying conclusion is that these three factors combined hold a significant impact. For those seeking an excessively ornate website that's analogous to an online version of the BBC Magazine, abundant with information to the point it overflows the computer screen, the BBC Magazine's website is the ideal destination.

Who would choose information overload willingly? The website, from its About page to the Links, clearly reflects its core business, an overwhelming influx of people and a torrent of words. The font size is inconsistent and small, paired with a chaotic blend of colors which can be daunting to the viewer. The links do not offer much respite from this flood of information because the webpage itself is not user-friendly at first glance. Granted, for anyone in

need of comprehensive data, the site may provide such, but even the presence of a floating or pop-up ad can be irritating.

The pop-up, urging the web user to join their mailing lists, is comparable to a carnival barker attempting to cajole an internet visitor into their presentation (“British Broadcasting”). The contrasts between digital and print news are readily apparent just by looking at the two. Particularly in both print and online industries, advertising is a primary revenue stream for any multimedia company. News publications such as BBC Magazine generate revenue through the sale of numerous ad spaces within their magazine.

The vibrant color advertisements are artfully designed to attract the attention of readers while flipping through the magazine. Yet, BBC Magazine's decision to place banner ads on their website, typically in between texts, could be considered less ideal. Regardless, the customization of online advertising is noteworthy. Thanks to small tools referred to as cookies, each visitor's ads on the website can be personalized according to their preferences (Fayerweather, 1969).

Without a doubt, competitive imagery influences the readers' or viewers' memory of a news piece and whether they understood and trusted the news enough to significantly enhance the magazine's reputation in comparison to its rivals (Scott and Batra, 2003). Indeed, certain magazines or newspapers may outperform others solely on the internet or just in print, but within an integrated media framework, most news magazines functioned better. In the upcoming era, people won't simply view and hear ads; they'll consume them wholeheartedly with no skepticism. The consumption will be as easy as eating pepperoni and extra cheese pizza.

The pizza of tomorrow

may very well display the name of the pizza shop directly on the crust itself. This concept was conceived by a man named Rich Errera who anticipates making a substantial profit with his new range of rollers and stampers dubbed as Gourmet Impressions. These devices give firms the ability to imprint their trademarks on products such as brownies, breads, cheeses, and calzones, to name a few (Fayerweather, 1969). However, there are potential downsides to this type of marketing approach. Overly sensationalized advertising tactics might repel some online visitors and consumers. It's akin to circus barkers pressuring you into watching their act or door-to-door sellers that are only discouraged by stern responses. Unless certain conditions exist, internet advertising often appears desperate or even offensive (Schumann and Thorson 180). This can be attributed to the fact that online advertisement has not yet evolved to match the user behavior associated with this platform. In contrast, advertisements in other media forms mesh well with the habits of their viewership. Television consumption, for example, is a passive activity. An individual lounging on a sofa desires to unwind and entertain themselves without exerting much mental effort.

In spite of technological advancements, there's a certain level of skepticism among some people about using smart cards due to fears of their personal data being mishandled during online financial transactions. This extremely private information could be exploited by dishonest e-commerce company employees, become the trigger for identity thefts or even worse, act as a tool for terrorists to gain entry (Marshall, 2002). Almost all businesses implement protective measures such as value-added network (VAN), and Secure Electronic Transaction (SET) Protocol (Garfinkel, 2000) in order

to build a solid defense against hackers and potential virus threats.

Anthropologist Philip Carl Salzman elucidates that the ethnic social framework serves as a distinctive lens that interprets and applies global media culture (Sutherland and Sylvester, 2000). He also characterizes this local cultural lens in parallel terms, illustrating the creative renovation of cultural perception incited by global electronic flow which persistently draws innovatively from local symbolic assets and acknowledges the local environment and conditions (Sutherland and Sylvester, 2000).

Without a doubt, e-commerce marketing communication specialists are collectively developing global and multicultural media, alongside society. The advent of cost-effective technology, paired with a growing need for community-based grounding, has given rise to various tailored marketing approaches. These strategies emphasize local interests while simultaneously globalizing our economies and way of life (Cateora, 1995). Additionally, as posited in the book Vanishing Mass Market, conventional marketing methods and media are not going anywhere (Bianco et al., 2004).

Indeed, the varying degree of benefits and drawbacks experienced by the two influential mediums, Television and Internet, show a significant division. When considering exposure and duration, online advertisements have outstripped TV ads. Moreover, ads on the web can be more prominently displayed, accessed at any period, and can even be printed. Altering and updating the text and visuals is a quicker and simpler task in online ads compared to TV commercials (Sutherland and Sylvester, 2000).

Television possesses the capacity to convey a message both in words and visuals, in addition to expressing emotions (Agres et al. 1990). This explains why there is a growing similarity between e-commerce marketing communications and TV advertisements, as faster bandwidths enable quicker transmission

of video images to computer screens globally. These advertisements appear on the screen even before the full downloading of documents and intervene in online gaming and other activities (Sutherland and Sylvester, 2000). Despite the internet not yet being technologically capable of emulating the thrill, authenticity, and emotional pull of TV advertisements, it is fast establishing itself as a formidable rival in the advertising arena (Agres et al., 1990).

A thorough analysis reveals a substantial difference between digital marketing and traditional print advertising. This is especially evident in both offline and online industries where marketing serves as an essential revenue generator for diverse media companies. Newspapers such as Newsweek serve as an apt illustration of this, generating income via the sale of various advertisements within their publications. These premium color ads are designed to capture the interest of intended readers while they peruse through the magazine (Clark et al., 1994). Conversely, on their website, Newsweek opts to insert banner ads amidst their editorial content, a decision that could arguably be ill-advised.

The distinct aspect is that reaching out to internet audiences is far more personalized (Clark et al. , 1994). This is made possible by tiny elements named cookies that ensure the advertisements an individual sees on a web page are tailored. However, it's worth noting that e-commerce marketing doesn't simply promote sameness or customization, but it's a changing driving force, promoting variety and assortment in a multicultural setting. The variance is the only constant, reflecting the shift where the minorities are evolving into the majority.

The prevalence of multicultural and intergenerational marketing is evident in all societal sectors, and it is

of essence that no businessperson overlooks this trend. The unified buying power of diverse demographics, ranging from Asians, African-Americans, Hispanics, both genders, the elderly and young population, surpasses a trillion dollars. Furthermore, minority groups are rapidly increasing to dominate a considerable portion of the broad markets (Cateora, 1995). The concept of diversity now extends globally and encompasses multiculturalism. Acknowledging the substantial advantages that this diversity brings is crucial for contemporary business executives, corporations and the higher education field.

The prosperity of businesses in the future will increasingly hinge on those who rise into leadership positions amidst a growing global marketplace. Currently, the demanding prerequisites of the international economy push corporate chiefs to outdo competitors at any moment and from any place. Regardless of whether one has no intention to focus specifically on international advertising, gaining worldwide experiences can provide substantial benefits (Cateora, 1995). It's undeniable that countless advanced market or consumer patterns have surfaced which modern companies are now adopting.

To exemplify, e-commerce has emerged as a prominent inclination. Even though catalog marketing remains relevant for enterprises, majority have opted to broaden their activities on the web. It's essential for every online business to cultivate and encourage an expert setting marked by proficiency, discipline, and accountable actions. The creation of such a setting necessitates explicit behavior norms in task execution and interaction with colleagues and the public that are consistent with the company's rules and basic values (Corey & Callahan 2007).

Carrying out e-commerce marketing ethically is a considerable task that entrusts immense trust and accountability to the team or person running the business website. It's crucial from both; an ethical standpoint

of rights-based e-business, as well as a legal perspective on e-commerce marketing, to ensure that all company-related text descriptions and terms comply with truthfulness and legal norms.

Due to problems related to marketing ethics and the importance of understanding a business for e-commerce and advertising reasons, there are potential areas of violating intellectual property or revealing trade secrets if appropriate e-commerce marketing ethical behaviors are not followed. This is in addition to other marketing strategies where the issue of handling confidential information comes up with respect to interpersonal interactions (Haynes, 1994). There are numerous other legal matters and website regulations that are pertinent to e-business.

Certain transactions focus primarily on aspects of international trade, tariffs, and electronic copyright, whereas others have greater emphasis on digital media opportunities, financial policies, personal privacy and protection against identity theft (Dalton, 1998). Non-repudiation assists in achieving a level of assurance between the business and vendor, necessitating the use of digital signatures to prevent the transaction from being finalised and later refuted. Authentication serves to validate the vendor's authorised involvement and confirms their identity through mechanisms such as passwords, digital certificates, digital signatures or mutual confidential information.

Applying a complex algorithm and a cryptographic key, encryption transforms data into an unreadable format to prevent unauthorized access. This method is used as a safety measure in digital commerce to guarantee secure transactions between businesses and their customers (Garfinkel, 2000). Recently, Visa and MasterCard collaborated to create the Secure Electronic Transaction (SET) Protocol. This protocol provides specific guidelines designed to ensure safe bankcard transactions over public networks such as the Internet.

SET utilizes cryptographic techniques for major data

encryption, forging signatures, encrypting data encryption keys via public-key and credit card numbers. The use of Optimal Asymmetric Encryption Padding in public-key encryption ensures authenticity, reliability and privacy (Garfinkel, 2000). Ethical conduct is crucial in e-commerce because many unethical activities are illegal leading to financial damage and potential incarceration (Corey and Callahan, 2007). An e-commerce organization consciously permitting its workers to partake in hazardous activities may confront fines with the top management held personally accountable.