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Online Marketing Terms Defined: By Patrick Taylor I was recently working with a group of college marketing students for an Advertising and Promotion class. Part of their project was to research and define the term “E-Marketing” and any closely related terms which they could find. I was quite surprised by the group's lack of understanding that Social Media was "Media" or a platform that a company/person could advertise on and not an actual definition of E- Marketing.  I was even more surprised that their online research efforts resulted in such varying and incorrect definitions for many of the most common terms. Because there just didn't seem to be a really good initial source for the start of their project, I wrote the following: E-Marketing defined: E-Marketing is simply marketing through electronic media; however, this form of marketing is based on the consumer/customer's direct interaction through that electronic media. Because of the direct interaction element, conventional broadcast media (TV and radio) and person to person voice telephone methods are generally excluded. The following are common E-Marketing terms which have different meanings (although they are closely related), but are commonly used as synonyms for E-Marketing: I-Marketing (Internet based Marketing), E-Commerce (the conducting of business through electronic media), Web-Marketing (E-Marketing through the World Wide Web (same as I-Marketing in the current era)), and Online Marketing (which is the exact same as I-Marketing). While the term E-Marketing genuinely represents the entire marketing mix within an electronic media based environment; E-Marketing tends to be unanimously used to refer only to the Promotional Mix and Customer Relationship Management with some of the Product Mix included. Other related "Marketing" terms which fall under the umbrella of E-Marketing include: Inbound Marketing: Outbound marketing is when a provider reaches out to the consumer such as a direct mail piece or TV commercial. Inbound is the opposite of outbound and is when the consumer reaches out to a provider looking for a solution to a need. A conventional example of inbound marketing would be a Yellow Pages advertisement. Attraction Marketing: Attraction Marketing is the practice of offering an item of value to a potential customer in the attempt to gain the trust and confidence of the potential customer and convert them into an actual customer. Email Marketing: This is a practice of direct outbound advertising and promotion through email. Permission Based Marketing: This is most commonly used with Email and Attraction Marketing promotions and involves getting the potential customer to "opt-in" and give their permission before being marketed to by an outbound method. By getting the customer's permission first, the promotional efforts will be better received by the customer and less likely to be treated as SPAM. Video Marketing: Video Marketing is used to deliver a message to a potential consumer where the message can take advantage of elements which otherwise could only be conveyed in person. These elements include color psychology, tone of voice, environmental information, and body language. Video marketing greatly reduces the interruption aspect of conventional broadcast advertising by allowing the viewer to delay watching, stopping or pausing, and restarting play of the video; and even watching the message again at the viewer's own discretion. Video Email Marketing: This is the practice of using a video to convey a message, but using email as the method to connect the target with access to the video. Affiliate Marketing: Affiliate Marketing is easiest to define as using salespeople (websites) who are not a part of the company, to directly sale and promote the company's products and services typically for a commission or percentage of the proceeds. Search Engine Marketing: Similar to the Yellow Pages concept; a Search Engine is a tool used by consumers to find information about and connect with a company, product, or service. The goal for the company is for the Search Engine to index the company's website information or online promotion and display that information as being highly relevant (and easy to find) to the consumer using the Search Engine. Social Media Marketing: Social Media Marketing refers to a company's use of online social networks to advertise and as a promotional platform. Mobile Marketing: This term relates to the specific use of cellular phones as the medium for the E-Marketing (promotional) efforts. Possibly the only product group which can be marketed entirely through electronic media is software/electronic files. This would include computer software (as commonly thought of), games, music, movies/video, and phone applications (apps). All products can be promoted effectively through E-Marketing as long as their primary target markets are electronic media (as defined by the E-Marketing definition above) users. While the decision to buy is still one based on emotion, the internet has quickly become a consistently utilized resource for product information and comparisons leading up to the majority of current-day buying decisions. Click here to learn more about Attraction Marketing: By Patrick Taylor - May 2013    
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