Marketing Communications Definition
What is the difference and does it matter?
I’ve been asked this question a lot across the years… does the difference in scope between these terms matter? I always answer, no it doesn’t really matter, but the scope of responsibility is important to make the most of managing the opportunities. So the scope of Emarketing activities does need to be agreed within a business or between a company and its agencies.
The books I’ve written have actually had three different titles, updated with the times. I started with Internet Marketing, then Emarketing and in 2012 renamed the original Internet Marketing book to Digital Marketing, about time too!
This naming reflects these trends in use of the terms shown by Google trends:
You can compare to the latest here – the UK tends to be ahead of the curve here.
When we wrote the original Internet marketing: Strategy, Implementation and Practice book in 2000 I used a simple definition of Internet marketing. Internet marketing is…
“Achieving marketing objectives through applying digital technologies.”
I used this succinct definition to helps remind us that it is the results delivered by technology that should determine investment in Internet marketing, not the adoption of the technology!
These digital technologies include Internet media such as desktop and mobile web sites and e-mail as well as other digital media such as wireless or mobile and media for delivering digital Television such as cable and satellite.
In practice, Internet marketing will include the use of a company web site in conjunction with online promotional techniques described in Chapter 8 of the book such as search engine marketing, interactive advertising, e-mail marketing and partnership arrangements (affiliate marketing) with other web sites. Some businesses who “want to be top in Google”, simply consider Internet marketing to simply equate to Search Engine Marketing, but while this is important this scope is too narrow to take full advantage of digital media.
I identify 6 main types of digital media communications channels which every business should consider as part of digital marketing:
These techniques are used to support objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship.
However, for Internet marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail. This is multi-channel E-marketing.
E-marketing can be considered to be equivalent to Internet marketing and Digital Marketing. Most in the industry would look at it this way.
However, E-marketing is sometimes considered to have a broader scope than Internet marketing since it refers to digital media such as web, e-mail and wireless media, but also includes management of digital customer data and electronic customer relationship management systems (E-CRM systems).
Digital marketing definition
Digital marketing is yet another term similar to E-marketing. It’s a term increasingly used by specialist digital marketing agencies and the new media trade publications. The Institute of Direct Marketing has also adopted the term to refer to its specialist professional qualifications.
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