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e-Marketing
Online Advertising
e-Marketing
E-marketing is a type of marketing that can be defined as
achieving objectives through the use of electronic communications
technology such as
Internet, e-mail, Ebooks, database, and mobile phone. It is a more general term than
online marketing which is limited to the use of internet technology
to attain marketing objectives.
Dave Chaffey, working from a
relationship marketing perspective, has defined e-marketing as:
- Applying Digital technologies which form online channels (Web, e-mail,
databases, plus mobile/wireless & digital TV) to contribute to marketing
activities aimed at achieving profitable acquisition and retention of
customers (within a multi-channel buying process and customer lifecycle)
through improving our customer knowledge (of their profiles, behaviour,
value and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual needs.
(Source:
[1] with permission of the author)
Chaffey's definition emphasises that:
- It should not be the technology that drives e-marketing, but the
business returns from gaining new customers and maintaining relationships
with existing customers.
- It also emphasises how e-marketing does not occur in isolation, but is
most effective when it is integrated with other communications channels such
as telemarketing,
direct-mail, personal selling,
advertising,
publicity,
sales promotion, and other
promotional techniques.
- Online channels should also be used to support the whole buying process
from pre-sale to sale to post-sale and further development of customer
relationships where this is appropriate.
- It should be based on knowledge of customer needs developed by
researching their characteristics, behaviour, what they value, and what
keeps them loyal.
- The web and e-mail communications should be
personally tailored to individual buyers based on the information
obtained in the research.
See also
References
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This guide is licensed under the GNU
Free Documentation License. It uses material from the Wikipedia.
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