Communications in e-marketing are formulated as a complex of personal and impersonal communications targeted at customer. They include personal sales, catalogues and related literature about company’s products, promotion actions, direct mail, trade exhibitions, advertising and PR. Effectiveness of each of these tools depends on how well it combines with other sales stimulating tools. Each of them plays a particular role solving the problem of informing client by putting him client wise about your company and its products, guiding him through all stages of purchase decision process up to the purchase itself. Industrial marketing analyst must plan communication strategy taking into account specific character of each e-marketing communication mix element and their compatibility.
Personal sales are the key element in communication strategy in e-marketing. Since personal sales are an extremely important element of communication mix in e-marketing, it is often necessary to assess different types of communications, taking into account their compatibility with personal sales.
Personal sales are the e-marketing function which implies direct contacts with customers. In other words, it serves as a communication bridge between industrial manufacturer and its target audience (which draws personal sales to advertising, promotion of products and other forms of propaganda). It is personal sales that possess a unique effectiveness and create two-way communication between customer and seller which enables the company to study clients’ needs and demands, show flexibility in elaboration and presentation of selling proposition.
Personal sales strategy implies direct contact between sales personnel and customers while direct marketing implies such communication via telephone, mail, television and computer based services. Personal sales are the most effective way of forming customer’s preferences and stimulating his purchasing decision.
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