Marketing uses many different platforms as a 'springboard' to communicate, promote, sell or deliver ideas, brands, products and services. As our communications technologies and capabilities have evolved, so too have our marketing and advertising strategies.

Within the past two decades, the advent and continued expansion of the Internet has spawned a new, complex branch of marketing, known as 'eMarketing', or electronic marketing. eMarketing also goes by the name of online marketing, web marketing, and internet marketing, and describes the application of marketing strategies and principles via electronic media – the most common medium being the Internet.

eMarketing covers a whole host of techniques that result in direct and indirect interaction and communication with existing and potential customers. Typically, eMarketing can encompass the following areas,

• Email and mobile marketing campaigns (e-shots)
• Online advertising, including Pay Per Click (PPC) Campaigns, Search Engine Optimisation (SEO) and Linkbuilding strategies
• Viral marketing
• Blogging, and other social media interactions (e.g. Twitter, Facebook)
• Affiliate Marketing
• Lead-based Website Generation
• Rich Media Solutions (e.g. website banner advertisements)

As you can see, eMarketing has many crossovers with other industries, including advertising, web development, copywriting and graphic design. A good marketing campaign often requires input from all of these areas, which has given rise to many 'digital agencies' that are able to implement all aspects of eMarketing in-house.

The Benefits of eMarketing

Implementing a good marketing strategy, whatever the medium, is of course going to reap many benefits. But what are the benefits of specifically implementing eMarketing campaigns? Let's take a look at some of the fundamental advantages:

1. Time-Frame and Cost-Effectiveness
eMarketing campaigns can be quick to organise and implement – in some cases, they can be immediate, and rolled out and measured over a specific time frame. This means that marketing campaigns can be on trend and as reactive as required. Email and mobile marketing (also confusingly referred to as 'e-marketing') in particular is considered to be one of the most cost-effective marketing methods, as it tends to produce the highest return on investment when compared to other avenues of marketing.

2. Personalised Service
Advances in technology have meant that it is becoming increasingly easier and inexpensive to personalise and adapt marketing strategies to suit individual interests and requirements. As customers put a great value on customised services, this is a very distinct marketing strategy easily implemented into emarketing that many brands and companies are keen to take advantage of.

3. Closed Loop Marketing and Analytics
Another advantage of eMarketing is that Closed Loop Marketing is easily applied – in short, this is the process of collecting, analysing and reacting from information captured during a campaign. This information can include customer behaviour, demographics and geo-targets. The upshot of closed loop marketing is that current marketing campaigns can be tweaked, and future campaign objectives and goals can be modelled and adapted using relevant, sometimes real-time information. This helps to bolster the customer and increase confidence in the brand, as their needs and requirements are continually met.