What Is E-Marketing?
E-Marketing, also known as Digital or Electronic Marketing is the process by which a brand uses the internet… this method includes direct response and indirect marketing elements, as well as using multiple technologies to help unite businesses to their potential customers. E-Marketing surrounds all the activities a business will conduct via the internet, whilst keeping in mind that their aim is to attract new business, whilst retaining current business and developing the existing brand.
Electronic marketing has revolutionsined the classical relationship between advertisers and consumers. It has great benefits which will eventually be a part of all strategic marketing plans within companies, and will soon be of a higher investment, surpassing that of television.
Benefits of E-Marketig
As traditional media is expensive it can limit the extent of where you want your promotion to go, for example worldwide. However E-Marketing allows for smaller businesses that don’t have the funding, and are on a budget to access new consumers worldwide.
Online marketing allows for businesses to be open 24 hours a day, 7 days a week, thus meaning people have access to their products or services at all times throughout the year.
By using e-marketing the marketer is able to attract consumers in a variety of ways, which then enables them to offer a versatile selection of products and services. E-Marketing also includes information management, public relations and consumer services and sales.
By having a well structured and targeted e-marketing campaign you will be able to effectively reach your target audience in a more cost effective manner, compared to that of other traditional marketing methods.
Traditional marketing tends to be about emphasising the brands message, however e-marketing assists with the conversations between businesses and their consumers. By using this two-way communication method, businesses are able to use the responses from people and accommodate to their needs, thus making them more forceful and adaptive.
Demographics & Targeting
It has been noted that those who use the internet have a higher buying power, and could be considered as a group population, consisting of those who are middle-class. By using the internet users will normally systemise themselves into categories and focussed groups. When presenting your marketing campaign, it is most effective when they have been targeted correctly and are being presented to the audience who is most likely going to be interested and relate to it. Because of this, the internet is a perfect example of a platform which allows for niche marketing to take place.
Digital communication tools
In the nexts post I will be discussing in detail the different forms of digital communication tools; however as a short introduction I will be discussing the most important aspects of them. Digital Communication is based on the results of different surveys, and shows that users do not always use the same means and methods when deciding what to buy. Therefore if we want to maximise the potential of the medium we need to know all of the tools which are offered by the internet.
The most common are videos, podcast, text documents (viral marketing), websites and social media, this is because everybody knows at least one of these platforms, however the following people may not be as aware of the following methods, and how they are used in marketing.
SEO-Search Engine Optimisation
This is the creation or tweaking of a website, which is used to increase the amount of traffic sent to it from a search engine. The aim is to get the page to rank highly on SERPs. Learn more
SEM-Search Engine Marketing
This is the process of getting a website to achieve top rankings for its chosen key phrases on SERPs. See SEO and Organic Search.
This consists of reproducing the concept of commission agent in the digital environment. A channel of distribution and advertising, where advertisers put at disposal of small websites (affiliates), advertising campaigns to promote their products (affiliate programs).
Permission Marketing (email-marketing)
Probably the most universal and most abused tool. It consists of using email to send commercial communications to registered Users. The fact that the cost is zero generates an abuse. Learn more
This online platform allows for business partnerships to be formed where content, brand, and transactions are being offered by companies and institutions in a transparent manner.
The most popular form of this type of communication is advertorial banners, however there are a large amount of formats which are used for advertising on the internet. In particular this tool can be compared to that of the TV spot and radio spot … Learn more