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For the trustworthiness of e-marketing medium, there are three characteristics are technical competence, reliability and medium understanding.

The typical example of that is PayPal.

As a successful tool of e-marketing, there are five advantages of PayPal which are the reasons of its success.

Firstly, PayPal account is widely used worldwide. PayPal has 130,000,000 customers in 150 countries and areas all over the world. It has supported over16 foreign currencies transactions. It realized that customers could pay the transactions by AUS dollar to the buyer who only receive US dollar.

Secondly, it has strong branding. PayPal is very popular in Europe and the United States. As a global online payment symbol, the advantage of strong brand can make users’ website attract much more overseas customers. It can support some small companies to complete international transactions online easily.

Thirdly, the fast capital turnover should be an very important advantages of PayPal.  The unique instant payment method allows you to receipts from overseas customers timely. At same time, the payment can be transferred to your domestic bank account within 3 days. PayPal can help users extend overseas market efficiently.

Fourthly, the security of payment system is reliable. The advanced security system and the experience of preventing fraud make PayPal much more mutual. The lowest risk lost rate 0.27%, not reaching the 1/6 of traditional transaction mode, can ensure the transactions successful.

Finally, PayPal has the lower cost. Users needn’t pay the registration fee monthly, only 1/2 of the cost in traditional mode. This advantage can lower the transaction cost.

In summary, PayPal depends on these competitive advantages to attract a large market share worldwide that explain the trustworthiness of e-marketing medium vividly. 

No one can pause the song of iTunes

4,000,000,000

The times download iTunes, who has the most successful, largest market share online music store in the world.

Apple's, who sold over two million songs in its first few weeks online, as the head of selling music on the Internet was so successful. Nowadays, you can realize that, whatever what you are doing, where you are, the Apple’s products are everywhere. Different people can chose different price level products from $0.99 to $2799.

Since change the name from Apple Computer Inc. to Apple Inc., Apple's products have been out of the studio and office. They rapidly rush into our living room, a backpack and a pocket. I take iPod because I wanna listen to music everywhere; I put iPhone into pocket means I put the network into my pocket; I want to set a Apple TV in the living room just because I want to watch at movies, but do not want to return back DVD to Rental Dealers. With the rapidly change of Science and technology, maybe multi point touch screen will be eliminated tomorrow. However, the demand in music, movies never change. Thus, maybe several decades later, IPod IPhone died out. But iTunes still connect with the new devices, and play the most popular music.  

There are two main reasons why iTunes get huge success in this aspect.

Firstly, iTunes music industry system is much more different from the traditional system. Compared with that, iTunes music way is more convenient, faster and advanced. Because iTunes music system overthrows the complex booking method, the compulsory fees and inconsistent price level. Apple created a system allows consumers to buy individual songs for 99 cents each, or albums for ten dollars. Once downloaded, consumers can easily burn a CD. Customers can copy the songs to every iPod without any worries about the copyright.

Secondly, iTunes has a powerful recommendation program. For retail stores, customers only can get the limited information from packing box description. The iTunes online music store provides all the details of the single, album, music producer, music lovers, user comments and so on. Through website backstage collecting and summarizing the information to category all the songs, iTunes transfer these information into relevant searching results or recommendation. With the actual data, the users can get the information of music products popular degree to guide consumer behavior. During the process of discussion, every consumer will play a dominant role from the shopping experience. The other customers can make decision based on the views from discussion. According to data provided by Apple Company, iTunes has 30% music sales are from the recommendation system.

Currently, iTunes became a typical successful example of e-marketing.  

The story of iTunes looks like repeat play a song, over and over again.

E-Marketing defeat culture differences

One of the most creditable impacts of eMarketing is to decrease the culture differences.

Let’s take NBA as a example, which I think that it is most successful emarketing case in Sports area.

The customers can watch every match online, if they pay for the registration. “Never miss a shot” as the advertisement, describe the service vividly.if you are interested, click here!

As I know, 20 years ago, there is nobody knew what is NBA in China. However, nowadays, all of Chinese basketball fans can say, “I love this game!” without thinking. For the Chinese basketball teenagers, maybe they would not touch basketball without NBA. With the rapid development of NBA Commercial events in China, more and more sports brand such as NIKE, ADIDAS invaded into China. It has become a broad marketing network, like a special Chinese characteristic Empire of NBA.  

Since 1989, the commissioner of NBA, David Stern, signed the broadcast contract with Chinese local TV Channels. After that, Chinese audience can watch NBA competitions from some pay television channels e.g. CCTV5. Michael Jordan, the God of Basketball, became a household name in China.

In 2002, Yao was selected by the Houston Rockets as the first overall pick in the 2002 NBA Draft. Then, the NBA storm spread all over China. More and more teenagers rush into basketball court because they found their super star in NBA. Such as McGrady, Iverson, Kobe. Then, Yi and Yue followed the step of Yao to join in NBA later. Huge potential market in China lead to higher advertising revenue, higher broadcast income. Moreover, the higher profit result in more tightly commercial cooperation between US and China. 

Currently, the number of Chinese audience per week is more 30 million than that of US local audience. There are 3 million Chinese NBA fans browser China NBA Website everyday. Based on data from NBA report, the financial profit in China market was 50 million dollar last year, ranked first in profit from overseas.

Nowadays, NBA, as a typical American culture already successfully penetrates into Chinese life deeply. The differences between Chinese and American have been erased.