The use of the Internet marketing and other digital media to support marketing has been granted a bewildering range of labels by both academics and professionals. In this section we review some of the different definitions to help explain the scope and applications of this new form of marketing. Before we start by defining these terms, complete Activity 1.1 which considers the relative popularity of these terms.
This succinct definition helps remind us that it is the results delivered by technology that should determine investment in Internet marketing, not the adoption of the technology! These digital technologies include Internet media such as web sites and e-mail as well as other digital media such as wireless or mobile and media for delivering digital television such as cable and satellite. If you search the international health insurance please click here.
In practice, Internet marketing will include the use of a company web site in conjunction with online promotional techniques described in Chapter 8 such as search engine marketing, interactive advertising, e-mail marketing and partnership arrangements with other web sites. These techniques are used to support objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship. However, for Internet marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail.
Internet marketing defined
The term ‘Internet marketing’ tends to refer to an external perspective of how the Internet can be used in conjunction with traditional media to acquire and deliver services to customers. An alternative term is e-marketing or electronic marketing which can be considered to have a broader scope since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems.
The role of e-marketing in supporting marketing is suggested by applying the definition of marketing by the Chartered Institute of Marketing. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. This definition emphasizes the focus of marketing on the customer, while at the same time implying a need to link to other business operations to achieve this profitability.
Digital marketing defined
Digital marketing is yet another term similar to Internet marketing. We use it here, because it is a term increasingly used by specialist e-marketing agencies and the new media trade publications such as New Media Age and Revolution. The Institute of Direct Marketing (IDM) has also adopted the term to refer to its specialist professional qualifications.
E-commerce and e-business defined
The terms ‘e-commerce’ and ‘e-business’ are often used in a similar context to ‘Internet marketing’ but their scope is different. It is important for those managing digital technologies within any organizations to achieve clarity on the meaning of e-marketing, e-commerce and e-business to help define the scope of what they are trying to achieve! Electronic commerce (e-commerce) is often thought to simply refer to buying and selling using the Internet; people immediately think of consumer retail purchases from companies such as Amazon.
However, e-commerce refers to both financial and informational electronically mediated transactions between an organization and any third party it deals with. It follows that non-financial transactions such as inbound customer e-mail enquiries and outbound e-mail broadcasts to prospects and customers are also aspects of e-commerce that need management. Are you looking about defining Internet Marketing click here.