[마케팅]What is e-marketing

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On one level, e-marketing is simply the use of electronic channels of communication to spread your marketing messages. New media including the Web, mobile phones, and interactive TV can all be harnessed as part of the marketing mix.

That’s one view of e-marketing. The other is that trying to put the Web into the same toolbox as broadcasting and print is to miss the point completely. The way that the Web works is totally unlike any other medium, and part and parcel of that is a totally new dynamic between the marketer and his or her audience. Here is a somewhat aquatic way of looking at it:

“If your delivery medium was water, broadcasting would be like using a big hose to spray a crowd of prospects, hoping some of them will enjoy getting wet. Narrowcasting, a term used by producers of specialized cable TV programs, is like using a smaller hose and only aiming it at people who have already expressed an interest in getting wet. Cybercasting(marketing online) is the act of creating a pond of water in cyberspace, telling people that you now have a pond, and inviting them to come for a swim. Prospects can visit your pond anytime they want, stay as long as they want,, and dive in as deeply as they want. The extent to which they immerse themselves in your pond is determined completely by their own personal interest.”

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