E-marketing and digital communications: Implementing an effective knowledge based targeted e-marketing campaign

• Published in: 2009 International Conference on Machine Learning and Cybernetics Vol. 6; pp. 3566 - 3573
• Main Authors: Ogunlana, O., Xiao-Chun Cheng
• Format: Conference Proceeding
• Language: English
• Published: IEEE 01.07.2009
• Subjects: Business communication; Digital communication; E-commerce; E-marketing; Information technology; Open source software; Profitability; Simple object access protocol; SOAP; Web and internet services; Web services; Wireless networks; XML
• ISBN: 9781424437023; 1424437024
• ISSN: 2160-133X
• DOI: 10.1109/ICMLC.2009.5212808

Advancement in the Internet and information technologies provides several opportunities and different channels for businesses to market their products and services. Deploying an effective targeted e-marketing campaign is an important strategic decision for businesses to stay competitive and to increase profitability. Digital communications provide an important platform for accessing the business information either via wired or wireless networks, such as: Mobile Phones, PCs and Notebooks. In this paper, we analyse problems faced by a typical small company when planning to deploy e-marketing activities and propose three e-services marketing strategies for achieving effective knowledge based targeted e-marketing campaign. The three e-business marketing strategies are: e-commerce Website development, integrated e-marketing campaign software and Web services. We analyse options available for implementing these services, one of which is open source software for developing and implementing the e-commerce Website, e-marketing and Web services using underlying Web technologies including Extensible Markup Language (XML), Simple Object Access Protocol (SOAP), Web Services Description Language (WSDL) and Universal Description, Discovery and Integration (UDDI) specifications using NuSOAP - Web Services Toolkit for PHP, HTML, MySQL, HTTP etc. We evaluate the effectiveness of the web technologies used and recommend further functionalities that can improve speed, performance and security.