What is eMarketing and how is it better than traditional marketing?
Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. Humans have come a long way since then, (Well, we like to think we have) and marketing has too.
The methods of marketing have changed and improved, and we've become a lot more efficient at telling our stories and getting our marketing messages out there. eMarketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.
That said, the specifics are reasonably complex and are best handled piece by piece. So we’ve decided to break it all down and tackle the parts one at a time. This week we’ll be looking at the "what" and "why" of eMarketing, outlining the benefits and pointing out how it differs from traditional marketing methods.
By the end of the series we're pretty sure you'll have everything you need to tell better marketing stories.
What is eMarketing?
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.
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.
Other Articles in the eMarketing 101 series:
- What is eMarketing and how is it better than traditional marketing?
- The Arrows in the eMarketer's quiver
- Blogging - Everyone else is doing it, so why can't I?
- A focus on natural search (beginner's guide to SEO)
- A Case Study - SEO in action
- PPC - you gets what you pays for
- A Case Study - PPC to the rescue
- Email Marketing - No not spam
- Affiliate Marketing - because we all need friends
- WebPR and ORM - blah blah blah conversations
- A Case Study - ORM: Keeping Your Ears to the Ground
- Viral Marketing - linkerbation is a normal, natural thing. Perfectly natural
- Online Advertising - Throwing a Banner into the Works
- Conversion Optimisation - Are You Closing the Deal?
- A Case Study - 2010 : Can the SA Tourism Industry Meet Online Expectations?