Electronic marketing is a very new and constantly changing term, but what exactly does it mean?
Well we all know what marketing is, or at least have an idea of what marketing is (for those of you who think it is simply advertising, you are misinformed – advertising is only a small part of marketing. I know my opening quote may be misleading- but I will address that in a latter post).
There are numerous definitions of what marketing is, my personal favourite is; “Marketing is a set of processes used to understand, create, communicate and deliver value”. Therefore electronic marketing is just an extension of the previous definition. It can therefore be defined as;
“The use of information communication technologies (ICT) to; understand, create, communicate and deliver value to customers and the organisation. – Peter Wagstaff (2010).
But what exactly does ICT mean? Well ICT is the new name given to Information technology (I.T), thus it refers to technology that can be used to produce, store and communicate information.
So my understanding of electronic marketing is that it is any marketing that uses any form of technology. But this definition is too broad. Where do we draw the line? Companies marketing through facebook, twitter, Youtube, emails, text messages and websites are all using technology to do so. However, brands being marketed through T.V commercials, cinema previews and product placements in movies are also using technology, are they classified as Electronic marketing too? What about radio advertisements? Moving billboards? What about the companies that uses fancy technological equipment to produce their packaging which displays and communicates a lot of information about the product, does that count as electronic marketing?
Where exactly do you think the line is drawn? What constitutes electronic marketing?
I think electronic marketing relates to marketing that uses computers, internet, phones, mobile phones, T.V, radio, and cinema (I’m sure there is more, I just can’t think of them right now). But I would love to hear what others think?
Very helpful definition for e-Marketing Miz.
ReplyDeleteI'm wondering if is ICT the way that Marketers use to promote its products or to improve its customer relatin or both?
Spyke
Its a very interesting question you pose - Where do you draw the line in what is e-marketing? In my opinion, I think of e-marketing as relating to internet based technologies, incorporating computers and mobile phones. I personally see the use of television, radio and cinema advertising as more traditional advertising, different from what we now refer to as e-marketing.
ReplyDeleteSpyke, i think marketers can use ICT to both promote their products and improve their customer relationships.
ReplyDeleteFor example Village cinemas promotes their upcomming movies on their website. Furthermore
if you are a Village Cinemas club member you will receive their newsletter via email which also promotes up coming movies, competitions etc.
However, they also use the internet to maintain their relationship with current Village movie club (VMC) members. They do this through emailing information about discounted movies (the $10 movie). They also made use of email over summer with their promotion of see 3 films, watch 1 free in which VMC members would be emailed their free movie coupon and would have to print it off.
Sorry its so long, hope it helps.
P.S What do you think Spye?
Haley, I actually agree with your comment, I mean i always think of I.T as being computer and internet related so maybe E-marketing does only include marketing using those mediums.
ReplyDeleteThanks for the input.
Thx Ladies...really give a a clear head start for my First Post...I was confused whether I post it wrong and how lame it will continues on !!!
ReplyDeleteCheers
What about e-enabled outdoor advertising, such as Bluetooth billboards that can transmit multimedia to mobile devices nearby?
ReplyDeleteI hadn't even thought of that, but Yes i definately think it is considered as e-marketing!!
ReplyDeleteThanks Wags.