E-Marketing

What is eMarketing?

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.

Why is it important?

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 Planning

At the centre of any emarketing (or internet marketing) activity is a well designed website. The website is the destination of the customers targeted by the emarketing activity and takes on the role of sales and support tool, as defined by the company's internet strategy.

The emarketing planning should incorporate your business and marketing strategy and the resultant plans will outline what the website will offer in terms of corporate and product information, as well as how to convert the website visitors into customers.

The plans will also outline the website promotion side of the emarketing activity, designed to attract the visitors to the website. By addressing the best mix of the emarketing services and email marketing options available, an integrated ongoing campaign can be set in motion which will also tie in with relevant offline marketing methods.

Integrated eMarketing

Except in a very few cases, your emarketing activity will not be employed in isolation but will be part of your company’s overall business development activity. With an integrated emarketing programme, you will be able to use your website and other on-line activities as key elements which complement and considerably add to your offline marketing activities. The resulting powerful combination of the two is your key to success, whether you are looking to increase your awareness or your sales promotion activities, or you wish to improve your customer relationships.

References:

1. http://www.rosetta-alba.com/emarketing/emarketing_overview.htm
2. http://www.quirk.biz/cms/801.emarketingone-chapone.pdf