Week One: Introduction to E-Marketing

Week One Learning Objectives:

Define e-marketing and explain how it relates to and affects traditional marketing
Discriminate between e-business and e-marketing
Explain the development of e-marketing
Outline the role of strategic planning, strategy, and e-marketing strategy
Discuss key e-marketing objectives and metrics
List the steps in creating an e-marketing plan

 
The Best Job in the World, a marketing campaign created by Tourism Queensland to boost international awareness of the islands and increase tourism, illustrates how e-marketing can be used to successfully deliver a brand message and create ROI.

Examples of four of the 10 e-marketing distinctions can be found in this campaign including:

#3 not restricted by place; disintermediation

#4 Global reach - borders to not exist

#5 24/7; time zones disappear

#10 intellectual capital rules--imagination, creativity, entrepreneurship

 

A number of e-marketing tactics were used throughout this campaign including:

Engaging website

Online recruitment listings

User-generated content (60-second videos via YouTube)

Presence on social networking sites

 
Rating: 5