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What is eMarketing?
eMarketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.
Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.
eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.
When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies.
Whether you’re a “bricks and mortar” business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year. It’s at the forefront of a redefinition of way businesses interact with their customers.
eMarketing is part of marketing. But what is the difference between eMarketing and Internet or web marketing? What are the eMarketing tools? And how do marketers plan for eMarketing?
eMarketing by its very nature is one aspect of an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.
What is the difference between eMarketing and internet or web marketing?
There is no real difference between eMarketing and internet or web marketing. However, with the arrival of mobile technologies such as PDA’s and 3G mobile phones, as well as Interactive Television, both terms tend to be stretched to include these new media technologies. On the other hand, others would see eMarketing and internet or web marketing as subtly different, for example:
internet [or web] marketing is achieving marketing objectives through applying digital technologies. (Chaffey 2006)
eMarketing is achieving marketing objectives through use of electronic communications technology. (Chaffey 2006)
Whilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies and electronic communications technologies, especially with the convergence of technologies such as mobile devices.
eMarketing is the theory and practice of marketing in the electronic environment. The Internet, the most pervasive electronic environment yet, is the catalyst for this area of study. It has been only since 1994 that the Internet has been a commercially available marketplace. During its infancy, the concept of a new economy fuelled by soaring, unparalleled financial markets available over the Internet created uncertainty. How would it become an integral part of a firm’s competitive arsenal, and specifically how could it be integrated into marketing science and practice? Although still in its “early days,” we now know the Internet brings unprecedented opportunities; yet, the reality of its financial returns has settled in with the “dot.com bust” in the early spring 2000.
The Internet’s commercialisation generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Understanding the Internet’s role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information.
With more than a decade of the Internet’s commercialisation behind us, meaningful research and its translation into a firm’s marketing practices have begun to emerge. The slowdown of the financial markets and the compression in this electronic environment has facilitated such research. Thus, the debate on the creation of new models also have settled considerably. The primary focus is to examine a rich body of knowledge within marketing science and to test it in the electronic environment. Often, the existing models are not directly applicable but, through rigorous thought and study, they are adaptable.