Chapter 1

E-marketing

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 E-marketing
Explores the new tools offered by the world of the
internet
Explores the realm of social media
Investigates the mindset of the individual who
ventures online
Scrutinizes the characteristics of the virtual
medium which can be of value to the end
consumer.
Identifies how companies can leverage the online
world as a media vehicle, for Brand
Communication and proliferation, building brand
and stakeholder relationships and Customer
Relationship Management.
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 E-marketing and
Information Technology
E-marketing is the use of Information Technology in
the processes of creating, communicating, and
delivering value to the customers, and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
E-marketing is the result of Information Technology
applied to traditional marketing.

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The Changing Marketing
Landscape

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The Era of Big Data

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The Advent of Web 2.0

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Web Based Applications

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Web 2.0 Tools

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Web 2.0 and Business Revolution

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Interaction with Online Customers

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E-Marketing and CRM

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 Types of digital marketing

Television Advertisement (traditional)

Radio Advertisement (traditional)
E-mail marketing
Internet marketing
Mobile marketing
Social Media marketing

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Consumer and digital engagement (need)

Digital convenience
Customer engagement
Rate of technology adoption by
consumers
Rate of adoption of digital
infrastructure
The era of plugged-in generation Y
Gen Y and invention of business
models
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 Implications of digital change
The consumer has changed
The consumer has voice
The consumer influencer has a
significant role
Consumer trust other consumers more
than company advertisement
Companies are interacting digitally
Companies are using web to interact
The marketplace is becoming more
competitive
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