Electronic Marketing John Thornsbury Email this Author 6/22/2016 11:28:10 AM

Electronic, or digital, marketing, is the use of digital technologies to sell goods and services (Ogden, 2014). As technology becomes more prevalent and more people gain access to it worldwide its uses to promote a brand and sell products is becoming more obvious and will soon be the main focus of IMCs. Electronic market affects the IMC so significantly because it is cost effective, efficient, easy to track, and able to reach a target market with global reach.

Different age groups are targeted differently, having different levels of attachment to the technologies involved in electronic marketing. Baby boomers, older consumers, are not as connected to the internet, social media or older technologies so strategies involving old-school marketing, television advertising, and telemarketing are more likely to reach them. Generation X and Y are easily reached through digital marketing such as e-mail, online advertising, and social media marketing. These digital strategies are even more effective when applied to the youngest generation who are almost permanently connected to devices and digital outlets.

Ogden, J. R., & Ogden, D. T. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More. San Diego, CA: Bridgepoint Education, Inc.

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