E-Marketing Objectives

What is E-marketing


E-marketing refers to the use of the Internet and digital media capabilities to help sell your products or services. These digital technologies are a valuable addition to traditional marketing approaches regardless of the size and type of your business. E-marketing is also referred to as Internet marketing (i-marketing), online marketing or web-marketing.

As with conventional marketing, e-marketing is creating a strategy that helps businesses deliver the right messages and product/services to the right audience. It consists of all activities and processes with the purpose of finding, attracting, winning and retaining customers. What has changed is its wider scope and options compared to conventional marketing methods.

E-marketing is deemed to be broad in scope, because it not only refers to marketing and promotions over the Internet, but also includes marketing done via e-mail and


wireless media. E-marketing also embraces the management of digital customer data and electronic customer relationship management (ECRM) and several other business management functions.

E-marketing joins creative and technical aspects of the Internet, including: design, development, advertising and sales. It includes the use of a website in combination with online promotional techniques such as search engine marketing (SEM), social medial marketing, interactive online ads, online directories, e-mail marketing, affiliate marketing, viral marketing and so on. The digital technologies used as delivery and communication mediums within the scope of e-marketing include: 

·         Internet media such as websites and e-mail

·         Digital media such as wireless, mobile, cable and satellite.

E - Marketing Objectives :

E-marketing objectives define what you want to achieve through your e-marketing campaign. They set the reasons why your business wants to go online and allow you to estimate and monitor the progress of your online marketing activities. They also provide an incentive to focus on critical areas and formulate strategies to help achieve intended objectives.

Different businesses may develop different e-marketing objectives depending on their individual circumstances. A useful framework for developing effective e-marketing objectives is the five S’s framework, which includes:

·         Sell –  using the internet to sell products and services

·         Serve – using the internet to serve customers

·         Speak – using the internet to communicate with  customers (both existing and potential)

·         Save – using the internet to save/ reduce cost

·         Sizzle – using the internet to build brand identity

 When setting your e-marketing objectives, you need to make sure that they are:

·         Specific – specify what is to be achieved

·         Measureable – expressed in measurable terms such as key performance indicators, outcomes, numbers, percentage, dollars, etc. 

·         Action-oriented – state which actions need to be taken and who will take them

·         Realistic – achievable with the resources available

·         Time Specific – establish specified time frames.

 Examples of some typical e-marketing objectives could be:

·         To achieve 20% online sales within the first year of launching online marketing campaigns.

·         To increase online sales for all products by 15% in 2011.

·         To grow email coverage to 50% of the current customer base by the end of next year.

·         To reduce the annual cost of direct marketing by 20% through e-mail marketing.

·         To improve brand awareness, brand favourability and purchase intent by surveying 300 online customers each month.