1 Look at the following list of e-marketing tools and techniques and match each of them to the two most relevant of the 4C5.
1 Database marketing enables companies to analyse such things as online customer feedback and enquiries with powerful software which helps them understand their customers better.
2 Smart card loyalty schemes are an example of customer relationship marketing, whereby retailers can deepen their relationships with customers by giving them valuable information to offer personalised products and services which they hope will keep their customers loyal.
3 Web optimisation is all about how companies can best design their website by making it fast and easy to navigate, a pleasant place to browse, and above all. easy to find via search engines (known as search engine optimisation).
4 Social media marketing helps companies create new media campaigns using blogs and social network sites to interact in a
two-way process with their customers.
2 Can you think of some more examples or applications of each of the e-marketing practices?
3 How have you experienced some of these practices as a customer?