Description

The introduction explains how the Internet and digital technologies have transformed traditional marketing. E-marketing uses online technologies to help organisations understand customers, create value, communicate with markets, and achieve business objectives.

Main ideas

• E-marketing is an extension of traditional marketing, using Internet-based technologies to support marketing activities.
• Digital technologies have changed how businesses communicate with customers and build relationships.
• Companies need an e-marketing strategy that is connected to their overall business strategy.
• Understanding online consumer behaviour is essential because customers search, compare, communicate and purchase differently online.
• Businesses can use digital channels for research, promotion, sales, distribution and customer engagement.