Further, in traditional marketing we speak of the P’s of marketing, with e-marketing the view changes and we can overlay the 5 Ps of Marketing with the 5Cs of e-marketing, the consumer 2.0 marketing mix.
As the nature of consumer decision making process and the growing hunger for social interaction online has been a catalyst to alter the marketing mix, forming the basis for any sales and marketing campaign action needs to be taken and we can already see the result from actions taken so far.
This is not so much a change in concept more in the rules and limitation of how we actually do it. In one of Mike Volpe webinars use the likeness of a business cocktail reception, without any constraints of time or space. , Mike (2011) suggests the solution in its simplest format, “Try to really become a member of the community and add value to it. Do not forget the social rules, be a part of the community without hard selling, which is not a good idea” (Volpe, 2011)
To be able to manage all web 2.0 channels and build brand communities, it is important to realize that these channels are not just a digitalized form of newsletter, company data, press releases or flyers. The content is different, the possibilities and scene is different and it is very important and how it is adapted to the social media audience in order for them to see it as interesting enough content to read and engage with it. Therefore, knowing your customers and what engage them is the key, both in the relationship and to be able to maximize the benefits of the investment.
Sigala described the potential of web 2.0 as the follows, “The mass collaboration and communication tools of web 2.0 empowers us, democratize entrepreneurship and innovation by providing users with numerous opportunities for social collaboration, networking, learning, intelligence and community building. So, two major internet challenges are currently being challenge eCRM implementation: (1) web 2.0 networking and connectivity capabilities and (2) the social/intelligence knowledge created collaborately through the user generated content. Literature stressing the need to augment eCRM strategies for addressing these two trends as follows. ” (Sigala, 2010)
Sigala (2010) states that, “Tourism firms should not ignore the potential to exploit web 2.0 for enhancing and enriching customer relationships. To that end, eCRM activities that tourism firms should focus their immediate web 2.0 utilization may include: the formation, sponsorship and management of customers online social networks; the provision of customer support services; web 2.0 customer communication strategies; loyalty customer service; and sales support service.” (Sigala, 2010)
“Dutta, Evgeniou, and Anyfioti (2002) developed a CRM matrix that expands CRM strategies by exploiting internet‘s interactive communication and networking capabilities. The model (later validated by Bhalla, Evgeniou & Lerer 2004) features two dimensions (1) the degree of customer connectivity and interactivity reflecting customers integration along the firms value chain for achieving personalization, customization, etc. (2) the degree of market-business integration along the firms’ value chain which refers to the scale and scope of business partnerships that are used by a firm to deliver a range of services or products to its customers; this dimension reflects the networking effect of the internet enabling the market elements, companies, partners and customers to co-operate and to co-ordinate their practices along the firms value chain for achieving customer benefits like cross-selling, bundling of products, collective learning of customers. Scullin et al. (2004) has also recognized the relationship benefits creating by building strategic alliances with partners” (Sigala, 2010)
“Sigala (2009) also demonstrated how firms can exploit web 2.0 tools for integrating customers into business operations and engaging them in customer value practices that in turn enhance e-service quality standards.” (Sigala, 2010)
“Forrester (2006) demonstrated how firms can exploit web 2.0 tools for generating customer and business value different business processes including, customer service (i.e. Customer support provided by social networks, while community self-service provided firms with substantial customer service savings); sales (i.e. community loyalty and sales reduces commissions and price competitions); marketing (i.e. credibility and dissemination of eWOW, customer reviews and previous purchases used for identifying cross-sales opportunities); relationship building (i.e. through the creation of social networks and community bonds); production (i.e. co-design of personalized services reduced waste); and NPD and R&D (i.e. community input in NPD processes raises the success rate of new products).“ (Sigala, 2010)
