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E-marketing refers to the use of the internet for marketing purposes, including advertising, promotions, and building ongoing relationships with customers. It offers cost-effective alternatives to traditional marketing methods and allows for more targeted and measurable campaigns.
Marketing refers to activities intended to acquire customers, retain customers, and promote and sell products and services, including ongoing practices and specific campaigns. The prefix e- or E- – also written without the hyphen – refers to activities, products or services offered on, through or through the computer or computer network, especially the Internet. Thus, e-marketing is the various uses made of the Internet that serve marketing functions.
Traditional marketing has developed a variety of outlets. In advertising, these include advertisements in newspapers, magazines, radio and television; direct mailings; signs, posters and billboards; and flyers. Other types of marketing include contests, giveaways, coupons, and various other types of promotions. Taking many of these techniques and modifying them to suit the medium of the internet produces e-marketing, also known as online marketing or internet marketing.
Pre-Internet marketing had some inherent costs, including paper, ink, and printing. E-marketing can have the same focus on typography and graphics without the cost of reproducing logos and text on thousands or hundreds of thousands of pieces of paper. Television airtime is notoriously expensive for 30 seconds when the audience the company wants to target may or may not watch. E-marketing provides 24/7 access for the cost of your ecommerce hosting plan.
Traditionally, much of marketing energy has been spent trying to place marketing materials to cross the path of the consumer who would be interested in them. This explains, for example, the linking of advertisements for certain types of products with certain types of programs. In contrast, much e-marketing works by getting a consumer reaction which leads, in some cases, to an ongoing and focused relationship. While clicking on in-text advertising and Google AdSense ads are one-time interactions with consumers, they are still the result of consumer choice, while signing up for a weekly email or monthly newsletter are examples of how consumers may respond to e-marketing in a way that initiates a long-term relationship.
E-marketing has led to new ways of measuring and analyzing the effectiveness of various campaigns. Web coupons marked with a barcode can reveal to a business exactly what keywords a consumer searched to reach the web page with the coupon. Links on web pages and emails can send users to different landing pages so that the effectiveness of different e-marketing efforts can be tabulated more easily.
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