Online marketing practices / Asiya Faisal Khan.

Includes bibliographical references and index.

Introduction -- Process of e-marketing -- The internet intermediary: gateway to internet commerce opportunities -- Electronic commerce and knowledge economics -- Role of e-business in the new economy -- Role of IT in rural marketing -- The risks of electronic commerce -- Future of e-marketing.

"Online marketing, also known as digital marketing, is the practice of leveraging web-based channels to spread a message about a company's brand, products, or services to its potential customers. The methods and techniques used for online marketing include email campaigns, social media, advertising, search engine optimization (SEO) and more. Although digital marketing creates many opportunities for online businesses to grow their presence via the internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their digital marketing strategy for online marketing with a strong understanding of their customer's needs and preferences. Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant. Companies investing in digital marketing may find visitors' attention is difficult to capture due to the number of business marketing their products and services online. Marketers must develop a balance of building a unique value proposition (UVP) and brand voice as they test and build marketing campaigns on various channels. This comprehensive book is a very comprehensive and easy-to-read resource that will give students the ground knowledge and skills they require in their study and professional journey"-- Back cover.