Integrating The E In E-Marketing

Abstract

The domain of e-marketing is much greater than pure play and enterprise level dot-coms. E-marketing concerns the deployment of information technology to render marketing strategy and process more effective and efficient. Technology and the Internet also changed the way marketing is conducted. For example, the fundamental idea of digitizing data has transformed media and software delivery methods as well as created a new transaction channel. Also, the Internet as information equalizer has shifted the balance of power from marketer to consumer. As developed nations enter what Gartner Group calls the slope of enlightenment on the way to dropping the “e” from e-business, successful marketers will grasp the risks and rewards of various levels of information technology commitment. Fortunately, marketers do not have to personally develop the technologies, but they need to know enough to understand technology, select appropriate suppliers, and direct technology professionals in order to harness its power. In this article we define e-marketing, then present a framework for a menu of business models along with best practices. The framework is designed to ease the navigation and integration of technology in marketing strategy to fully capitalize on Internet properties and reap advantages of its role in marketing and business strategy.