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eMarketing and Social Marketing eMarketing 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.eMarketing by its very nature is one aspect of an organisational marketing function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships using online and web based tools. When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies. Demographics and targeting Generally speaking, the demographics of the Internet are a marketer’s dream. Internet users, considered as a group, have greater buying power and could perhaps be considered as a population group skewed towards the middle-classes. Buying power is not all though. The nature of the Internet is such that its users will tend to organise themselves into far more focussed groupings. Savvy marketers who know where to look can quite easily find access to the niche markets they wish to target. Marketing messages are most effective when they are presented directly to the audience most likely to be interested. By closing the gap between providing information and eliciting a consumer reaction, the consumer’s buying cycle is speeded up and advertising spend can go much further in creating immediate leads. |
