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Internet marketing or Internet-based marketing can be defined as the use of the Internet and related digital technologies to achieve marketing objectives and support the modern marketing concept. These technologies include the Internet media and other digital media such as wireless mobile media, cable and satellite.

In practice, Internet marketing will include the use of a company web site in conjunction with online promotional techniques such as search engines, banner advertising, direct e-mail and links or services from other web sites to acquire new customers and provide services to existing customers that help develop the customer relationship. However, for Internet marketing to be successful there is a necessity of integration with traditional media such as Print and TV, and this will be a consistent theme in this book.

Internet marketing
The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.

E-marketing defined:-

The term ‘Internet marketing’ tends to refer to an external perspective of how the Internet can be used in conjunction with traditional media to acquire and deliver services to customers. An alternative term is e-marketing or electronic marketing that can be considered to have a broader scope since this refers to the Internet, interactive digital TV and mobile marketing together with other technology approaches such as database marketing and electronic customer relationship management (CRM) to achieve marketing objectives. It has both an internal and external perspective considering how internal and external marketing processes and communications can be improved through information and communications technology.

E-marketing:- Achieving marketing objectives through use of electronic communications technology

As with many terms with the ‘e’ prefix, we need to return to an original definition of the topic to more fully understand what e-marketing involves. The definition of marketing by the Chartered Institute of Marketing (www.cim.co.uk) is:- “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.”

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