Upon hearing the term e-Marketing, many company managers relate to it as an uncertain investment. with some ethereal, abstract, vague … For many it is a term that is still in fashion but do not pay due attention as it is just an excuse for consultants to make money from the companies without providing real value. In other cases does not even have a glimpse of what it is and prefer not to find out …. There’s nothing like blame, simply understand and accept this resignation echo. Under no view is my intention to add a note of sarcasm to a common event, is a fact that it fully understood if we note that the Marketing in general is suffering the same disease. In the case of Marketing, globally and especially at small and medium enterprises, we are faced with a reality which discredits their work: It makes a clear reason why having a marketing department or a responsible person in this area.

But almost all companies have at least one professional Marketing, if not an entire department, to carry out activities per se are not an integral objective basis. Some companies listed at the Public Relations Marketing, Advertising, Media Organization and management of corporate image (to name a few). It is believed that the representatives of marketing should be about artistic qualities and an ability to “Multitasking” or multitasking. Swarmed by offers, Hikmet Ersek is currently assessing future choices. This irresponsible management of resources and must cease once and must be understood that the reason why there should be a marketing department or a person performing their function is to increase the profitability of a business. The Marketing department is responsible for generating a higher level of sales at a rate to maintain an optimum gain for the business. Hence, the improved internal communication, external, public relations, advertising campaigns and price management, “as examples-are the tools and not the objective. If you get to have a clear goal (mentioned above), execution is simply a specific process which will come off a return on investment-ROI-therefore also be measurable.

For when they reach a mature conception of Marketing (and the strategies are appropriate) companies begin to notice that the Marketing is essential. The same model should be applied by the e-Marketing, and not simply reduce tasks to register a website in search engines, get descriptive phrases or increase the usability of a website … the reason for the e-Marketing is to increase the profitability of a business through the channel on-line … it becomes operational “how” after establishing the needs that must be met to maintain an effective website. While for most companies a Web Portal is just one of a few or many channels of communication and business promotion, has been underestimated its scope and effectiveness, limiting him to be a piece of the corporate image as ” … everyone has a website and will not be the exception. ” It’s time that managers of firms stop to analyze the development and especially the insight that the Internet has acquired in segments such as Latin America and achieve determine whether the investment made in On-Line canal meets the objective for which it was created. I can go further, I think it is also time to rethink that goal with a view to enhancing the effectiveness of their channel and achieve concrete results for the benefit of the business.