e-Marketing is a key part of your e-Tourism Action Plan: the cyclical, iterative process for
tourism management in the digital age.
As already discussed in the e-Tourism course, e-Marketing, digital marketing, and internet
marketing all share some overlap, but each also uses slightly different approaches.
e-Marketing is much more relationship-oriented than Internet marketing, which in many cases
is more of a one-way distribution of information. In the early days of the Internet, people
simply put great big banner ads on websites in the same way as they would put advertising in
newspapers and magazines.
Your e-marketing strategy is the process by which you target specific audiences through
electronic means (social media, such as Facebook; websites; YouTube, etc) in order to
get
leads by building a relationship with them.
This relationship is measured by both reach and engagement.
Because almost all marketing you do online is measurable – you can easily find out how
many people read your marketing, and how many clicked on your links, commented or shared
your information – e-marketing is characterised by its iterative, re-inforcing nature: you
quickly learn what works, and you do more of that.