E-business is the reason for new businesses and the new ways about how the businesses operate, it is also the reason for a completely new economy. To cope up with the sea of changes a paradigm shift has happened where enterprises are moving away from marketing management and are working more on the lines of “relationship marketing”. Relationship marketing is different fundamentally from traditional marketing management and new mindsets form one of the basic requirements for carrying it out (Gummesson, 2002).
E-business and e-commerce has not only led to a situation market management techniques are becoming obsolete now but also has opened up numerous new avenues of doing marketing in a different way. Digital world has virtually connected the whole planet and obstruction which seemed impossible in the real world just vanishes in the digital world (Slater & Olson, 2000).
The new strategies are supposed to be devised keeping in mind the benefits offered by e-business setup and at the same time limitations faced by it. Costumer behaviour and response to the traditional and ecommerce platform differs a lot and has to one of the major driving factors while deciding upon the marketing strategy for the enterprise. Important factors that should be taken into account are (Andam, 2014):
1)Expectations vs expertise
2)Building customer loyalty on the basis of solutions and not products.
3)Creation of an end to end seamless system and focus upon developing a personality of brand by exceptional service.
4)Keeping up with emerging trends and reaching out to the customers using platforms like Facebook, twitter, mobile networks etc.
5)Minimum turnaround time and maximum output.
6)Collaboration with right partners and then relying upon them.
7)Innovation is the key not only in product but in services offered as well