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What Is E-Marketing?

Companies use e-marketing techniques, such as sending e-mail and advertising online, to market products to customers and increase traffic to their websites. Read on to find more about the skills and methods used in e-marketing.

An Overview of e-Marketing

Businesses use e-marketing, or Internet marketing, to reach consumers and market products to them. Methods for e-marketing often involve electronic communication and digital technology. To connect with consumers through e-marketing, a business may send e-mails to new and existing customers. They may also advertise on websites or alter content on their own sites to ensure that their businesses rate high in search engine results. Other advertising mediums, such as television and radio, can prove expensive, so e-marketing methods can be an attractive alternative to businesses that want to spend less money to reach potential clients on a global scale.

Important Facts About E-Marketing Specialists

Work Environment Office, home
Projected Job Growth (2019-2029)* 18% (marketing research analysts and marketing specialists)
Median Salary (2021)** $43,000 (internet marketing specialists)
Similar Occupations Market research analysts, marketing managers

Source: *U.S. Bureau of Labor Statistics, **Payscale.com

How e-Marketing Works

To increase traffic to one of its stores, a company may post a coupon on its website that offers customers an in-store discount. To entice customers to shop more online, a business may send consumers an e-mail offering free shipping for Internet purchases. Businesses also pay for advertisements on popular search engine sites. This way, even if a company's site doesn't show up in search engine results, it may be able to maintain visibility.

Job Responsibilities

Professionals working in e-marketing must design and implement Internet marketing plans. But they also must have a broad understanding of what makes these plans effective. Those working in e-marketing must be able to carry out many tasks:

  • Following market trends
  • Consulting with companies about marketing needs
  • Resolving issues businesses have in reaching customers
  • Creating e-marketing objectives
  • Developing marketing strategies
  • Choosing cost-effective marketing methods
  • Launching marketing campaigns and monitoring results

Entering This Career

Per the U.S. Bureau of Labor Statistics, a bachelor's degree in marketing, statistics, business administration or a similar field is the common requirement to enter a career in marketing. If you'd like to specialize in e-marketing, you could complete a bachelor's program in this field. Certificate and master's degree programs in e-marketing are also available, if you have a different education background and now want to enter this field.

The curriculum of a bachelor's degree program in e-marketing includes general education and business foundation courses. You'll get a background in marketing, finance, accounting, economics, business management and business law. Your e-marketing courses could include consumer behavior, search engine marketing, social media marketing, interactive marketing, business applications, web analytics and cyber law. You may also complete an internship or other type of practical training.