This is a question faced by many of the marketing professionals in Sri Lankan companies these days. E-marketing in Sri Lanka is still at it’s infancy, and there are not many emarketing experts in Sri Lanka as such.
The theories concerning e-Marketing have not been commonly agreed upon yet in many countries, due to a large diversity in specialists' opinions in those countries. Still, one of the concepts that is agreed upon and has ceased being discussed in contradiction is the fact that e- marketing first appeared as a technique used by companies distributing their products through internet.. These companies that opened the road were called "e-tailers", as opposed to the traditional retailers (also known as "brick-and-mortar" retailers). In Sri Lanka also there are several etailers appearing and disappearing time to time. Odel is one such company who has being trying to do e-marketing in Sri Lanka a lot. Their success or failure is still a debatable topic.
The online tools mentioned above developed in the context created by the e-tailers, they are used now a days by B2C and B2B companies. In other words, they evolved towards what we call now e-Marketing.
As we already noticed, defining e-Marketing is still highly doubtful. This is a main problem one has to face when popularizing e-marketing in Sri Lanka. Still, what do we mean when we use this term? As many other English words, the term was born by adding the prefix "e-" to a term already known and used, in this case "marketing". The prefix "e-" is actually the extreme contraction of the word "electronic" and is quite omnipresent in today’s language of many people: "e-marketing", "e-business", "e-mail", "e-learning", "e-commerce", "e-", "e-", "e-"...
A more comprehensive, practical definition is the one formulated by specialists of CISCO company: eMarketing is a generic term utilized for a wide range of activities – advertising, customer communications, branding, fidelity programs etc. – using the internet. More than the simple development of a website, the eMarketing focuses on online communications, direct dialog with consumers who thus participate to the creation of new products, finding efficient methods to win customer's fidelity and ease their business-making process. E-Marketing is the sum of activities a company makes with the purpose of finding, attracting, winning and retaining customers.
At last, for those of you interested in a more scientific approach, we could say that e-Marketing allows relational exchanges in digital, networked and interactive environments (acronym: DNI environments). Earlier in the history of e-Marketing, it was conceptualized as being focused upon the exchanges, but today's theoreticians suggest the exchange paradigm is a limited modality to define e-Marketing.

Whichever definition you will choose to use, will depend on where exactly you need to use it and for what purpose. You can probably formulate a definition yourself, according to your own knowledge, experience and view upon what is e-Marketing. In Sri Lanka, people like to play with words and definitions. Therefore, it is very important for the e-marketing professionals to be very thorough about what they are talking.

[Filed under eMarketing in Sri Lanka]


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