E-marketing refers to marketing goods and services through digital media and electronic devices. It involves building and maintaining customer relationships through electronic means like the internet to facilitate exchanges that help achieve marketing objectives. Some key benefits of e-marketing include lower transaction costs, an ability to immediately respond to customers, and effective customer targeting. However, e-marketing also faces challenges like potential for misleading information, high setup costs, and risks to customer privacy.

1. e-
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Noushad P.K
Department of Commerce
Irshadiya College of Commerce and
Social Sciences, Feroke
noushadferoke@gmail.com

2. MEANING
It is also known as digital marketing, web
marketing, on-line marketing or search
marketing
It refers to the marketing of goods and
services through electronic devices and
digital media
It is the process of building and maintaining
customer relationships through electronic
media to facilitate exchange of goods and
services for the purpose of achieving
marketing objectives

3. FEATURES
Identifying and satisfying customer needs
through electronic media
Keeping close to the customers through
electronic means
Extension of direct marketing
Highly interactive in nature
Personalization is possible

4. MERITS
Lower transaction costs
Immediate response
Customer relationship
Easy to personalize
Effective targeting

5. DEMERITS
Misleading information
Wrong/defective product shipment
Less interaction between buyer and seller
High set up cost
Customer privacy

6. TRADITIONAL V/S E-MARKETING
Traditional Marketing
Marketing through
traditional devices
Customer is a target
High transaction costs
Based on segmentation
There is a physical
market
Dealings in cash or
cheque
E-Marketing
Marketing through
electronic devices
Customer is a partner
Low transaction costs
Based on communities
There is a virtual
market
Dealing in digital cash
or e-cheque

7. REASONS FOR NON-POPULARITY
Computers have not penetrated in home use
Many customers feel comfortable with the
concept of touch, feel, buy
Many people consider shopping as an
entertainment
Many consumers prefer to get the news in a
traditional manner
In industrial market, it is virtually impossible
to buy

8. IMPORTANCE
Reach
Scope
Interactivity
Immediacy
Demographics and Targeting
Adaptivity and Closed Loop Marketing

9. SCOPE
Internet Marketing
Digital Marketing
Search Engine Marketing
E-Mail Marketing
Viral Marketing
Tele-Shopping
E-Branding
E-Advertising