Faculty of Business and Finance

Department of Business Management

E-Marketing

First lecture (‫)اﻟﻣﺣﺎﺿرة اﻻوﻟﻰ‬

Introduction to E-Marketing

Dr :- Waleedah Ahmed
 Introduction to E-Marketing

E-Marketing meaning & Definition

E-marketing examples

Evolution of Information Communication Technology (ICT)

▪ Evolution of internet

▪ Evolution of e-marketing
Other types online businesses (e-businesses), e-
commerce, e-entrepreneurship, etc.

Benefits and objectives of e-marketing

Types

1. Article marketing
2. Affiliate marketing
3. Video marketing
4. Email marketing
5. Blogging
6. Content marketing
E-Marketing meaning & Definition

Meaning

E marketing or Electronic marketing refers to the application of marketing

principles and techniques via Electronic media and more specifically the Internet.
E-Marketing (Electronic Marketing) are also known as Internet Marketing, Web
Marketing, Digital Marketing, or Online Marketing.
Definition

E-marketing is a process of planning and executing the conception, distribution,

promotion, and pricing of products and services in a computerized, networked
environment, such as the Internet and the World Wide Web, to facilitate exchanges
and satisfy customer demands.
E-marketing not only includes marketing on the Internet, but also includes
marketing done via e-mail and wireless media. It uses a range of technologies to
help connect businesses to their customers.

E-marketing is the process of marketing a brand using the Internet. It includes both
direct response marketing and indirect marketing elements and uses a range of
technologies to help connect businesses to their customers. It includes all the
activities a business conducts via the Internet with the aim of attracting new business,
retaining current business and developing its brand identity.
E-marketing examples

E-marketing examples are email or social media advertising, web banners and mobile
advertising.

Evolution of Information Communication Technology (ICT)

Evolution of the computers marks a progressive development of computer hardware and

software to make it cheaper and increase its penetration, make it smaller and more portable,
make it more powerful and versatile, and integrating computer with other related technologies.
This has resulted in a media convergence of telecommunication technology and computer
technology to create the field of Information Communication Technology (ICT).
• Evolution of Internet
Evolution of Internet on the other hand has been spearheaded by development in computing
technology and developments in telecommunication sector. Internet relies on
telecommunication infrastructure for its transmission of data. The cost per megabit
transmitted has come down tremendously over the years while the cost of computer
equipment has also become significantly low, not to mention the current portability of
computer equipment and smart phones with increased penetration. This means Internet as
tool of trade is at hand for both the sellers and buyers thus opening up new horizons in the
virtual space for market interactions.

Evolution of e-marketing
Bricks-and-mortar firms—those traditional companies that operate physically. This is that they
have physical stores in which they sell or provides services .
Bricks-and-clicks firms—operate both in physical stores and on the Internet. So the
organization sells products and services online and also contains a physical store.
Clicks-only firms—those that conduct business only via the Internet and are considered to be
innovators in the field, for example Internet companies like Amazon.com, Shein , the online
bookstore without any physical shops for customers to visit and buy.
Other types online businesses

E-businesses in the wider sense refers to application of Internet as a strategy for improving
business performance by deploying Internet technology in the business chain within the
organization and to the customers and suppliers. This is a practice in a business strategy for
obtaining competitive advantage, generating top resources and opening new business
channels.

E-commerce is narrower than e-business and refers to use of Internet platform for the
purpose of selling and buying exchanges for products and services.

Other Internet enable e-business strategies include e-entrepreneurship, etc.

E-entrepreneurship runs a venture that uses internet- related technologies and the
advantages of ICT to develop new products and services , or to add value to existing ones
within the context of the net economy.
Benefits and objectives of e-marketing
 Business expectations include also:
Reducing the cost of sales
Reducing inventory on hand
Enhancing just-in-time manufacturing
Bringing sellers closer to their customers
Enhancing business partner & supplier relations
Developing and managing new channels and new, less expensive, ways of doing business.

Types
There are several ways in which companies can use internet for marketing. Some ways of
e-marketing are:
1. Article marketing
2. Affiliate marketing
3. Video marketing
4. Email marketing
5. Blogging
6. Content marketing
All these and other methods help a company or brand in e-marketing and reaching
customer through the internet.
1. Article marketing

Article marketing is one of the oldest strategies used by online marketers to acquire and get
new visitors and increase sales on their websites. The practice typically involves writers and
publishers as primary participants, with article marketing services working as intermediaries
that help match writers with interested publisher. The fundamental purpose of article
marketing is to attract wider online audiences and increase the number of sales opportunities
for products or services offered on websites. The most popular articles support an author’s or
company’s reputation as an expert in a specific field, and help cultivate a loyal audience.
Increased site traffic boosts where their web page ranks in search engine results, which
means more people will see the site and have the opportunity to buy what the author is selling.
.
2. Affiliate marketing

Affiliate marketing is a type of performance-based marketing. This means that the efficiency
evaluation and reward systems are based on the performance, which can be evaluated at
specific intervals, or it can have a particular goal that needs to be achieved.
There are two roles in affiliate marketing which are crucial for this entire system to work. First,
there are merchants, who decide to create an affiliate program. They provide an offer for
others to promote their business and earn their commission. On the other side, there are
affiliates, who are also known as publishers. They are the ones that are interested in joining an
affiliate program.
3. Video marketing

Video is a versatile and engaging content format that not only gives us a real life picture
of what is going on; it’s also easy to share across multiple platforms. According to a recent
HubSpot Research report, four of the top six channels on which global consumers watch
video are social channels.
Video marketing is using videos to promote and market your product or service, increase
engagement on your digital and social channels, educate your consumers and customers,
and reach your audience with a new medium.
The granularity of video analytics on platforms like Facebook is one reason why, in 2018,
93% of businesses reported getting a new customer on social media thanks to video.
 4. Email marketing

Email marketing is the highly effective digital marketing strategy of sending emails to
prospects and customers. Effective marketing emails convert prospects into customers, and
turn one-time buyers into loyal, raving fans.
at least 99% of consumers check their email on a daily basis and People who buy products
marketed through email spend 138% more than those who do not receive email offers. In fact,
email marketing has an ROI (returns on investment) of 4400% .
Lead Magnet:A lead magnet (a.k.a. an optin bribe) is something awesome that you give away
for free in exchange for an email address. It doesn’t have to cost you anything to create; most
lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create
yourself at minimal or no cost.
Some popular lead magnet examples are:
• EBooks
• A cheat sheet of tips or resources
• White papers or case studies
• A webinar
5 . Blogging

Blog marketing is any process that publicizes or advertises a website, business, brand or
service via the medium of blogs. This includes, but is not limited to marketing via ads placed
on blogs, recommendations and reviews by the blogger, promotion via entries on third party
blogs and cross syndication of information across multiple blogs.
It includes Blog Advertising, Recommendations & Reviews and Viral Marketing.
6 . Content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action. It is used by many prominent organizations
in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed
and executed by small businesses and one-person shops around the globe.
Specifically, there are three key reasons — and benefits — for enterprises that use content
marketing:
a) Increased sales
b) Cost savings
c) Better customers who have more loyalty