Journal of International Technology and Information Management

Document Type



Effective marketing has always been an important factor in business success. Without the ability to identify customers and convince them to purchase the product or service being offered, businesses would not survive. Recent advancements in technology have given rise to new opportunities to engage customers through the use of electronic marketing (e-marketing). E- marketing draws from traditional marketing principles, while also expanding the types of strategies available to companies. Websites, social media, and online marketplaces are just some examples of how businesses are leveraging e-marketing approaches to connect with potential customers. In formulating sound e-marketing strategies, it is important for businesses to consider a number of factors, including methods for identifying and attracting the target market population, engaging customers, making the case to bring them to the point of sale, and tracking metrics that indicate which approaches are making the most significant financial and non-financial impacts on return of investment. As a relatively new branch in the marketing field, there is more to research and discover when it comes to effective e-marketing strategies. However, businesses that are willing to invest resources in these e-marketing strategies can build their customer base and increase return on their investment.