| Before trying to define the term of | | | | case "marketing". The prefix "e-" is actually |
| eMarketing (or electronic marketing, so to | | | | the extreme contraction of the word |
| speak), we should first take a look at the | | | | "electronic" and is quite omnipresent in |
| premises of its apparition and | | | | today's language of many people: |
| development.The theories concerning | | | | "e-marketing", "e-business", "e-mail", |
| eMarketing have not been unified yet, due to | | | | "e-learning", "e-commerce", "e-", "e-", |
| a large diversity in specialists' opinions. | | | | "e-"...The simplest definition of eMarketing |
| Still, one of the aspects that is established | | | | could be that suggested by Mark Sceats: the |
| and has ceased being discussed in | | | | eMarketing that uses internet as |
| contradictory, is the fact that electronic | | | | manifestation channel.A more comprehensive, |
| marketing first appeared under the form of | | | | practical definition is the one formulated by |
| various techniques used by companies | | | | specialists of CISCO company: eMarketing is a |
| distributing their products through online | | | | generic term utilized for a wide range of |
| channels (Internet - based). That happened | | | | activities - advertising, customer |
| back in the pioneering age before 1995. These | | | | communications, branding, fidelity programs |
| companies that opened the road were called | | | | etc. - using the internet. More than the |
| "e-tailers", as opposed to the traditional | | | | simple development of a website, the |
| retailers (also known as "brick-and-mortar" | | | | eMarketing focuses on online communications, |
| retailers). During their limited life, these | | | | direct dialog with consumers who thus |
| electronic retailers began to develop and | | | | participate to the creation of new products, |
| frenetically introduced new marketing | | | | finding efficient methods to win customer's |
| techniques based on the support offered by | | | | fidelity and ease their business-making |
| the internet.The online technologies | | | | process. eMarketing is the sum of activities |
| mentioned above developed in the context | | | | a company makes with the purpose of finding, |
| created by the e-tailers, they are widely | | | | attracting, winning and retaining |
| used these days by B2C and B2B organizations. | | | | customers.At last, for those of you |
| In other words, they evolved towards what we | | | | interested in a more scientific approach, we |
| call now eMarketing (you can also spell it | | | | could say that eMarketing allows relational |
| e-Marketing if you wish, the "e-" stands in | | | | exchanges in digital, networked and |
| both cases for "electronic").You might find | | | | interactive environments (acronym: DNI |
| as extremely useful and suggestive the | | | | environments). Earlier in the history of |
| perspective offered by the eMarketing | | | | eMarketing, it was conceptualized as being |
| Association (eMA). You heard a lot, | | | | focused upon the exchanges, but today's |
| especially over the past 2 years, about the | | | | theoreticians suggest the exchange paradigm |
| decline of online businesses (or the decline | | | | is a limited modality to define |
| of dotcoms), but this temporary difficulty | | | | eMarketing.Whichever definition you will |
| can be viewed as a similarity to the impasse | | | | choose to use, will depend on where exactly |
| of Columbus during his expedition that made | | | | you need to use it and for what purpose. You |
| him famous more than half millennium ago. The | | | | can probably formulate a definition yourself, |
| initial "business plan" with which Columbus | | | | according to your own knowledge, experience |
| started this trip (that of bringing the Asian | | | | and view upon what is eMarketing.However, one |
| resources in his country and getting | | | | conclusion needs to be drawn in connection |
| fabulously rich) was a complete disaster: | | | | with eMarketing: it has developed over the |
| catastrophic estimations, not enough | | | | past few years into a standalone discipline, |
| resources allocated, total lack of | | | | with its own conceptual apparatus, tools and |
| information upon the environment he will | | | | laws, but with a still-to-be systematized |
| develop his "business" in, but... he | | | | knowledge.Otilia Otlacan is a young certified |
| discovered America instead and changed the | | | | professional with expertise in eMarketing and |
| world for ever. In a similar manner, we can | | | | eBusiness, currently working as independent |
| say that the dotcoms, despite their terrible | | | | consultant and ePublisher. She developed and |
| strategies (if any), "discovered" by mistake | | | | teach her own online course in Principles of |
| the world of eMarketing.As we already | | | | eMarketing and is also a volunteer Economics |
| noticed, defining eMarketing is still highly | | | | teacher. |
| problematic. Still, what do we mean when we | | | | |
| use this term? As many other English words, | | | | Contact Otilia through TeaWithEdge.com, her |
| the term was born by adding the prefix "e-" | | | | Marketing and eMarketing articles and |
| to a term already known and used, in this | | | | resources portal. |