What is eMarketing?

eMarketing is essentially part of Marketing. We can define marketing as:

“Marketing is the process of planning and executing the conception, distribution, promotion, and pricing of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

Another definition of Marketing by “The American Marketing Association (AMA) is as follows:

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

In plain English, this means that marketers plan marketing mixes (4 Ps) to meet the needs of customers and marketing organizations, and then carry out those plans.

eMarketing affects traditional marketing in two ways. First, it increases efficiency in traditional marketing functions. Second, the technology of eMarketing transforms many marketing strategies. The transformation results in new business models that add customer value and/or increase company profitability.

The simplest definition of eMarketing could be that suggested by Mark Sceats: the eMarketing that uses internet as manifestation channel.

A more comprehensive, practical definition is the one formulated by specialists of CISCO Company: eMarketing is a generic term utilized for a wide range of activities – advertising, customer communications, branding, fidelity programs etc. – using the internet.

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