Electronic marketing is a form of product promotion and customer relations conducted with the use of electronic media. With the development of the telegraph, a new era in marketing was created. Marketers have been quick to jump on subsequent technological developments from radio to the Internet. Companies may market exclusively via electronic media or use a mixture of marketing media in order to reach a broad target audience.
Marketing has a number of goals, including familiarizing people with companies and products, encouraging consumers to adopt specific products, and promoting a positive public opinion of a company, product, or service. Electronic marketing is highly flexible and allows companies to create targeted campaigns with broad reach. This form of marketing can also be very cost effective, making it possible for companies to reach lots of consumers at a fraction of the cost for other types of advertising.
In addition to media like television, radio, and the Internet, electronic marketers can use media such as phones for conveying advertisements. Talking ads mounted on bus stations and other public installations are another example. Electronic kiosks in locations like malls can be used for marketing purposes. Marketers can create video brochures, insert ads in front of feature films, and find a number of other ways to reach an audience via electronic means.
Internet marketing in particular is rich ground for marketers. This form of electronic marketing can be generic, as in the case of banner ads placed on websites. It can also be remarkably specific, tailored to Internet use habits with the goal of reaching out to specific consumers. Marketers can serve different kinds of ads, customize email marketing campaigns, and use other techniques to reach potential consumers on the Internet.
Some advertising firms specialize in electronic marketing services. They can help their customers devise effective campaigns and may also be involved in the implementation of marketing campaigns. These firms keep up with the latest trends in marketing so that they can stay ahead of the curve with advertisements that will appeal and attract.
Companies must use electronic marketing with care. Some consumers may find such marketing intrusive, forcing companies to find creative ways to advertise that will pique interest instead of irritating. It is also necessary to think about how advertising fits in with a company image and the ideals that a company wants to project. A company that prides itself on discretion, for example, would probably not want to deliver an intrusive email marketing campaign based on browsing habits.