Digital vs Internet vs Emarketing Part 2/2

Emarketing definition

Emarketing can be considered to be equivalent to Internet marketing and Digital Marketing. Most in the industry would look at it this way. However, Emarketing is sometimes considered to have a broader scope than Internet marketing since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems (E-CRM systems).


The first part of the definition illustrates the range of access platforms and communications tools that form the online channels which e-marketers use to build and develop relationships with customers. The access platforms or hardware include PCs, mobile phones and interactive digital TV (IPTV) and these deliver content and enable interaction through different online communication tools such as organization web sites, portals, search engines, blogs , e-mail, instant messaging and text messaging. Some also include traditional voice telephone as part of digital marketing.

Technology that drives digital marketing - the business returns from gaining new customers and maintaining relationships with existing customers.It emphasizes how digital marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as phone, direct mail or face-to-face.

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. Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.

This summarize the approach to customer-centric emarketing. It shows how success online requires a planned approach to migrate existing customers to online channels and acquire new customers by selecting the appropriate mix of e-communications and traditional communications. Retention of online customers needs to be based on developing customer insight by researching their characteristics, behavior, what they value, what keeps them loyal and then delivering tailored, relevant web and e-mail communications.


Finally, knowledge about customers needs, characteristics, preferences and behaviours based on analysis of qualitative and quantitative data. Specific insights can be used to inform marketing tactics directed at groups of customers with shared characteristics.

Digital vs Internet vs Emarketing Part 1/2

Digital Marketing vs Internet Marketing

Digital marketing definition another term similar to Emarketing. It's a term increasingly used by specialist digital marketing agencies and the new media trade publications. The Institute of Direct Marketing has also adopted the term to refer to its specialist professional qualifications.

How digital marketing needs to be closely aligned to broader marketing objectives, activities and involves much more than SEO and inbound marketing. Digital marketing involves:

Applying these technologies which form online channels to market, that's Web, e-mail, databases, plus mobile/wireless & digital TV. To achieve these objectives, It is needed to support marketing activities aimed at achieving profitable acquisition and retention of customers… within a multi-channel buying process and customer life cycle.

Through using these marketing tactics, it is important to recognize the strategic importance of digital technologies and developing a planned approach to reach and migrate customers to online services through e-communications and traditional communications. Retention is achieved through improving our customer knowledge (of their profiles,behavior, value and loyalty drivers), then delivering integrated, targeted communications and online services that match their individual needs"

Internet marketing definition
“Achieving marketing objectives through applying digital technologies.”

Using this succinct definition to helps remind us that it is the results delivered by technology that should determine investment in Internet marketing, not the adoption of the technology! To help make sure that digital marketing is aligned with growing a business we've developed the RACE marketing strategy framework on Smart Insights which shows how to achieve growth through emarketing in these 5 areas:

• Plan
• Reach
• Act
• Convert
• Engage

These digital technologies include Internet media such as desktop and mobile web sites and e-mail as well as other digital media such as wireless or mobile and media for delivering digital Television such as cable and satellite.

In practice, Internet marketing will include the use of a company web site in conjunction with online promotional techniques such as search engine marketing, interactive advertising, e-mail marketing and partnership arrangements (affiliate marketing) with other web sites. Some businesses who "want to be top in Google", simply consider Internet marketing to simply equate to Search Engine Marketing, but while this is important this scope is too narrow to take full advantage of digital media.

What is the difference and does it matter?

Does the difference in scope between these terms matter? No! it doesn't really matter, but the scope of responsibility is important to make the most of managing the opportunities. So the scope of digital marketing activities does need to be agreed within a business and/or between a company and its agencies.

There are 6 main types of digital media communications channels which every business should consider as part of digital marketing. These can be facilitated through the desktop or mobile web. There are more details on the strategy in visual emarketing strategy guide.

These techniques are used to support objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship. However, for Internet marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail. This is multi-channel Emarketing.