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.