Electronic Marketing (aka eMarketing) refers to the application of marketing principles and techniques via electronic media and more specifically the Internet.
The terms eMarketing, Internet Marketing, Digital Marketing and Online Marketing, are frequently interchanged, and can often be considered synonymous.
When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies.
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.
The nature of the internet means businesses now have a truly global reach.
The eMarketing plan:
- Strategic analysis.
- Scanning of the macro and micro environment.
- Defining strategic objectives.
All this enables businesses to offer a wide range of products and services. eMarketing includes, among other things, information management, public relations, customer service and sales.
With the range of new technologies becoming available all the time, this scope can only grow.
Whereas traditional marketing is largely about getting a brand’s message out there, eMarketing facilitates conversations between companies and consumers. With a two-way communication channel, companies can feed off of the responses of their consumers, making them more dynamic and adaptive.
Internet marketing is able to, in ways never before imagined, provide an immediate impact to take the step from hearing about a product to actual acquisition, by closing the gap between providing information and eliciting a consumer reaction, the consumer’s buying cycle is sped up and advertising spend can go much further in creating immediate leads.
The demographics of the Internet are a marketer’s dream.
Internet users, considered as a group, have greater buying power and could perhaps be considered as a population group skewed towards the middle-classes.
Savvy marketers who know where to look can quite easily find access to the niche markets they wish to target. Marketing messages are most effective when they are presented directly to the audience most likely to be interested.
The Internet creates the perfect environment for niche marketing to targeted groups.
Adaptive and Closed Loop Marketing:
Closed Loop Marketing requires the constant measurement and analysis of the results of marketing initiatives. By continuously tracking the response and effectiveness of a campaign, the marketer can be far more dynamic in adapting to consumers’ wants and needs.
With eMarketing, responses can be analysed in real-time and campaigns can be tweaked continuously.
Combined with the immediacy of the Internet as a medium, this means that there’s minimal advertising spend wasted on less than effective campaigns.
Maximum marketing efficiency from eMarketing creates new opportunities to seize strategic competitive advantages.
Search Engine Marketing – SEM
Daily search volumes run into the hundreds of millions and Search Engines drive a huge proportion of all web traffic. Search is usually the first port of call for anyone looking for anything online. Those who seek online, search.
- PPC – Pay Per Click
- SEO – Search Engine Optimisation.
Eyeballs. They’re a large part of the traditional advertising equation. For brand awareness, you need your company to be seen.
Word-of-mouth is probably the world’s oldest form of marketing. Back when humans first started trading the things they traded, they’d likely find out about where to get what they needed from others.
Collaboration and information sharing are a basic human trait and perhaps the one which made us the dominant species.
Fast forward to the modern world.
- Word of mouth in an electronic context.
- Self-replicating distribution techniques.
- Exponential growth in campaign reach.
- ORM – Online Reputation Management.
Consumers turn to the Internet for information about products, services and the companies that offer them.
Buying a new car? Check out reviews online.
Business has moved online and Public Relations (PR), that indispensable tool of brand awareness, has followed.
Now that most business is conducted on the Internet; the playground of PR has moved online. WebPR allows PR to reach its fullest expression because the potential for getting your brand “out there” is limitless.
Differences from traditional marketing
- One-to-one approach
- Appeal to specific interests.
- Geo targeting
- Different content presented by choice
- Relatively inexpensive.
- Measuring statistics easily and inexpensively.
- Speed of the internet.
- Security concerns.