eMarketing: The Essential Guide to Online Marketing

eMarketing: The Essential Guide to Online Marketing is a comprehensive textbook containing holistic and integrated eMarketing tactics.

There is no doubt about it – the Internet has changed the world we live in. Never before has it been so easy to access information, communicate with people all over the globe
and share articles, videos, photos and all manner of media.

The  Internet  has  led  to  an  increasingly  connected  environment,  and  the  growth  of Internet usage has resulted  in declining distribution of  traditional media:  television,
radio, newspapers and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing.

eMarketing  embraces  a  wide  range  of  strategies,  but  what  underpins  successful eMarketing is a user-centric and cohesive approach to these strategies.

While  the  Internet and  the World Wide Web have enabled what we call New Media, the theories that lead to the development of the Internet were being developed from  
the 1950s.

Marketing is about conversations, and the Internet has become a hub of conversations.  The connected nature of the Internet allows us to follow and track these conversations, and provides entry points for all parties. What follows in this book are ways of conversing with potential and existing customers using the Internet.