What Is eMarketing?
eMarketing is Popular and Powerful
In today’s Internet age, where more consumers are online than ever before, the Web is proving to serve as a highly effective marketing and communication vehicle for businesses across all industries.
As a result, a broad range of eMarketing techniques and strategies have emerged to help companies rapidly reach a much larger audience, and build strong online relationships with both existing and potential customers.
eMarketing, also commonly referred to as electronic marketing, digital marketing, or online marketing, began more than a decade ago, when more and more companies around the globe began launching Web sites to provide basic information about their products and services to potential buyers.
It didn’t take long for many of these businesses to realize that they could generate additional revenue by selling advertising space on their sites. These ads, later named banner ads, were among the very first eMarketing programs ever implemented.
Today, eMarketing is about much more than just banner advertising. It encompasses a wide range of Web-based marketing initiatives, including search engine optimization (SEO), partnership and affiliate marketing, email marketing, Webcasts, and other online programs.
Over the past several years, the use of eMarketing has increased at a rapid pace, quickly replacing traditional marketing programs such as print advertising and trade shows. Some of the primary reasons for this shift include:
While magazine readership, direct mail response rates, and attendance at trade shows and other marketing events plummet significantly, the number of US consumers who utilize the Web for both business and personal use is still on the rise.
The Internet allows a company to get its key value proposition out to more potential customers than any other marketing channel.
eMarketing has proven to be far less expensive than most traditional marketing initiatives.
For example, studies show that the cost of exhibiting at a trade show can be more than three times higher than the cost of hosting a Webcast or other online event. And, the printing and postage costs associated with old school direct mail are non-existent in email campaigns.
The advanced Internet technologies leveraged in eMarketing programs – such as ISP identification and geo-coding – make it easier for a company to tailor their messages and promotions based on the unique needs, preferences, and behaviors of a specific group of prospects.
By enabling the delivery of more targeted and relevant messages to sub-sets of an audience, eMarketing can help dramatically increase response and conversion rates and generate more qualified leads.
Faster, More Accurate ROI Tracking
Accurately calculating return on investment (ROI) from marketing programs has always been quite a challenge, preventing marketing teams from thoroughly understanding which programs are working and which ones aren’t.
It is much easier – and much faster – to track ROI from eMarketing programs than from any other form of marketing. For example, click-through rates for emails and banner ads can be counted and logged instantly, as they occur. And, registration and attendance at Webcasts and other online events can be captured automatically.