What is E-Marketing? Definition, Types, Advantages, & Disadvantages

What is E-Marketing?

E-Marketing is the process of doing marketing activities using various forms of electronic media, primarily the Internet. E-Marketing stands for Electronic Marketing. Online marketing, internet marketing, digital marketing, etc. are interchangeably used and hence considered synonymous.

E-marketing includes all the activities done by a business organization to promote and sell goods & services through the means of the Internet. It helps to reach the target customers easily – persuade them regardless of any area. It comprises various technologies to help businesses to connect with existing as well as potential customers.

Online advertising, banner ads, and Facebook advertising are some examples of e-marketing. In this modern age, most of the activities are done through online channels. Buying and selling various goods and services by using various sites such as Amazon, and Alibaba, with the help of smartphones, laptops, computers, and tablets. And these activities are increasing day by day as information technology advances.

As of 2021, 4.66 billion (59.5%), people are actively using the Internet, which is a great chance for marketers to choose the right channel to drive the targeted customers.

The development of the field of information technology has revolutionized every aspect of marketing. Irrespective of the size and nature of the business, information technology is a valuable addition to traditional marketing. In this part of the world, either both businesses are small and big have their own website, and are actively engaged in the transactional aspect of e-marketing.

It has increased the ability of companies to conduct their business faster, more accurately, and at a reduced cost, over a wider range of time and space with customized & personalized customer offerings via websites. It has created an intranet facility for employees to communicate with one another and to facilitate downloading & uploading information. Companies have also set up extranets with major suppliers and distributors to facilitate information exchange, order, transaction, and payment.

Features of E-Marketing

Some salient features of e-marketing are,

  • E-marketing provides firms with the opportunity for global marketing.
  • It is less expensive compared to other traditional means of marketing.
  • It enables buying and selling of products from anywhere making the whole process of marketing easier.
  • It allows the marketer to reach its targeted customers in a broad range of ways.
  • Buyers are flooded with choices of products, services, and their sellers.
  • It provides a vast array of information to both the buyer and seller.
  • It is interactive in nature, both in terms of eliciting a response and providing an instant response. This is a unique quality in today’s competitive market.

Types of E-Marketing

When we talk about types of e-marketing there are different means which aid in successful marketing activities through the Internet, some of them are,

Social Media Marketing

Social media has become an incredible tool for exploring and learning about our world. It’s also a valuable platform for savvy marketers to promote their company’s products and services to a wide audience.

Popular social media channels like Google, Facebook, YouTube, Instagram, Twitter, Pinterest, and LinkedIn offer unique opportunities to share your ideas. Social media marketing is a creative way of reaching potential customers, engaging with them, and raising awareness about what you have to offer.

By utilizing these platforms effectively, businesses can connect with their target audience and boost their online presence.

Email Marketing

Email marketing is a powerful strategy for reaching out to customers directly through their email inboxes. By creating a list of your customers’ email addresses, you can send them personalized messages to inform them about your products, services, special discounts, new offerings, and other valuable updates.

This direct approach allows you to establish a direct line of communication and build a relationship with your audience, increasing the chances of converting them into loyal customers.


Blogging is a fantastic method to express your thoughts, passions, and offerings on the internet. It provides an effective platform to communicate your message in a compelling way. By writing engaging articles about your products and their benefits, you can attract readers who are interested in what you have to offer.

This increased engagement can ultimately lead to sales as readers become more informed and excited about your offerings. Blogging allows you to connect with your audience, establish credibility, and generate interest in your products or services.

Affiliate Marketing

Affiliate marketing is a mutually beneficial process where individuals promote products and services through online platforms and earn a commission on sales made through their unique affiliate link. By partnering with companies, affiliates can earn income while helping to promote products and services to their audience.

This approach creates a win-win situation for all involved parties, as the company gains increased exposure and sales, the affiliate earns commissions, and the consumer discovers new products and services. Affiliate marketing is a popular and effective method for generating income online.

Video Marketing

Video always performs greater than word of mouth and pictures. It helps you to catch the attention of the right customers while promoting your product and services.

You can edit videos online for your product videos with an online editing tool that comes with pre-made templates and shows all the product details and services to the customers.

There is a saying “One picture is worth a thousand words and One video is worth a thousand pictures”.


Webinars offer a valuable means of uniting company members and stakeholders, regardless of geographical distances. They enable online meetings and presentations using various software options like Zoom, Livestorm, Demio, WebinarJam, WebinarNinja, GoToWebinar, and more.

With webinars, participants can connect and collaborate seamlessly, fostering effective communication and knowledge-sharing within the company. These virtual gatherings provide a convenient platform for engaging with colleagues, clients, and partners, irrespective of their physical locations.

Advantages of E-Marketing

E-marketing can benefit individuals and businesses in the following ways.

Selling Goods and Services Online

E-marketing allows businesses to reach a global audience and sell their products or services online, expanding their customer base beyond physical limitations.

Additional Customer Service

Through e-marketing, businesses can provide round-the-clock customer support, answering queries and resolving issues promptly, enhancing customer satisfaction and loyalty.

Saving Overhead Costs

Online marketing eliminates the need for maintaining physical stores or extensive infrastructure, resulting in cost savings on rent, utilities, and other operational expenses.

Exciting and Sizzling Means of Visual Impact

With visually appealing content such as videos, graphics, and interactive elements, e-marketing captivates and engages the audience, leaving a memorable impression.

Every Hit Could Gain a Potential Customer

Each interaction or click has the potential to convert a visitor into a customer, leading to increased sales and revenue for businesses.

Lower Print and Mailing Costs

It significantly reduces the need for traditional print advertising and direct mail campaigns, saving on printing, paper, and postage costs.

Reduction in Order Processing and Handling Costs

Online transactions streamline the order processing system, minimizing manual intervention, paperwork, and associated expenses.

Enhanced After-Sales Service

E-marketing allows businesses to stay connected with customers even after the purchase, providing post-sales support, recommendations, and personalized offers, fostering long-term customer relationships.

Distribution of Digital Products Via the Web

E-marketing enables businesses to deliver digital products such as software, e-books, music, or online courses directly to customers, eliminating the need for physical distribution and reducing costs.

Get Closer to the Customer

E-marketing facilitates direct communication with customers, enabling businesses to gather feedback, understand preferences, and tailor their offerings to meet customer needs effectively, ultimately building stronger relationships.

Disadvantages of E-Marketing

Although e-marketing has its share of advantages, there are a few limitations too. Some of the major limitations of e-marketing are listed as follows:

Inability to Physically Experience the Product

One drawback of e-marketing is that customers cannot physically touch, feel, or try the product before making a purchase. This lack of direct interaction may make it challenging for customers to assess the quality, texture, or other sensory aspects of the product, potentially leading to hesitations in the buying process.

Absence of Personal Touch in the Exchange

E-marketing often lacks the personal touch and human factor that traditional face-to-face interactions offer. Without direct interaction with salespeople or staff, customers may miss out on personalized guidance, recommendations, and emotional connection that can influence purchasing decisions.

Limited Access to Technology and the Internet in Developing Countries

E-marketing heavily relies on technology and high-speed internet access, which may be scarce or unreliable in some developing countries. This limitation can complicate the process, making it difficult for businesses to reach and engage potential customers in those regions, thus affecting market penetration.

Potential for Scams and Fraudulent Activities

The online environment is susceptible to scams and fraudulent practices. Customers may encounter fake websites, misleading advertisements, or online sellers who disappear after receiving payment. This inherent risk of scams and lack of trust can create skepticism among customers, making them hesitant to engage in e-marketing transactions.

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