| There are of course far more elaborate definitions,
but that’s it in a nutshell.
If that's too brief for you, here's a good down-to-earth
definition Cisco give on their website: "E-marketing is a general
term for a wide array of activities - advertising, customer communications,
branding and relationship-building efforts, loyalty and retention programs,
and more - all conducted over the Internet. Much more than creating a
Web site, e-marketing focuses more on communicating on line, using a customer-directed
dialogue with your company to find new prospects, increasing loyalty and
making it easier for your customers to do business with you. In short,
we define e-marketing all the things your business does on line to find,
attract, win, and keep customers."
Whatever definition you use, the fundamental principals
of marketing still apply to e-Marketing.
Naturally there are differences from mainstream marketing
which relies on traditional media. Key differences are e-Marketing’s
lower cost, its incredible degree of measurability and, most fundamentally,
its unique interactive nature (unlike traditional media there is two-way
interaction that the target audience controls).
The Internet, which includes email and the Web, has been
described as the world’s least expensive and most effective marketing
tool which is why so many businesses have embraced it.
The confusion and mystery of subjects like e-Marketing
to many business people is because they involve so much IT techno-jargon.
The reality is that you don’t need to understand
in depth all the jargon and underlying technology (chances are, you probably
don’t even want to).
The key issue is to understand enough so you are aware
of the options and marketing benefits the technology can deliver. You
no more need to understand the technical intricacies of web hosting, email
list servers, search engine algorithms, banner ad servers and the like
any more than you need to know the in depth technical intricacies of printing
or TV commercial production.
Focus on what the technology can do for you, rather than
the how. Whilst it’s important to harness and use online technologies,
don’t let them dictate your marketing strategies – be market
lead rather than technology lead. (Beware the enthusiastic technocrat!).
Article Courtesy: Viz
Marketing
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