E-marketing strategy
Marketing is often wrongly summed up as marketing communications, in
other words advertising and public relations. From a tactical viewpoint,
marketing strategy comprises of a holistic approach that incorporates the
development of products, pricing, distribution and promotional techniques.
There are also important additional elements of the marketing strategy like
the assessment of the competitive and consumer market environments and
factors that contribute to competitive leverage.
The online marketing strategy borrows some of the major elements of the
offline marketing strategy and adapts them to the internet environment.
However, rather than focusing on the product and services aspects of a
brand’s offerings, the elements are re-aligned with a strong concentration on
the customer experience. This is because the internet is a virtual medium that
lacks human interface and this factor ought to be overcome. The shortcoming
is compensated through the application of strategies that provide an overall
high satisfaction for the online customer. The online marketing strategy there-
fore captures the internet marketing strategy as a customer-oriented technique
rather than a product-oriented method.
The major element of the luxury fashion e-marketing strategy is known as
the e-marketing mix. It is a model that has been adapted from the e-market-
ing-mix concept found in the works of Lauterborn (1990); Harris and Dennis
(2002); and Mohammed et al. (2002). The e-marketing mix features a set of
factors that offer the optimal value to the online customer, when effectively
implemented. The elements of the e-marketing mix are also known as the 10
Cs of Luxury Fashion E-Marketing and are presented in the following
section.
The 10 Cs of luxury fashion e-marketing
The 10 Cs that comprise the luxury fashion e-marketing mix are the following:
1 Customer value
2 Convenience
3 Cost
4 Communication
5 Computing
6 Customer franchise
7 Customer care
8 Community
9 Content
10 Customization
chapter 6 203digital luxury