Types of Digital Marketing Activities

Developed from a review of leading research about electronic marketing and industry examples of the use of electronic resources in marketing, focuses on the activities that electronic resources enable us to do more effectively or efficiently.

So as new and differing resources are developed, they can be included. Therefore it’s underlying content coevolves with the changing landscape of marketing and .

The paper in which EMAM was first published, outlines five core marketing activities for which we use electronic resources in order to achieve our marketing objectives. These activities include, but may not be limited to:

  • data & information acquisition and management
  • information provision (1-to-many) and management
  • communication (1-to-1 and many-to-many) and relationship management
  • transaction conduct and management
  • distribution and logistics management
Electronic Marketing Activity Management (EMAM)

EMAM: Page-Thomas (2005) Marketing Review,

Basically, electronic resources are having a profound impact on the environmental situation and community context within which we choose to compete.

However, for marketing management and , the implication lies not only in how our market responds to changing technological conditions, but also in how we as marketers respond.

The implications of electronic resources for marketing management are therefore not just in their existence or development, or even the presence of new ‘never been seen before’ features, but in how they are used to effectively and efficiently improve the management and implementation of marketing activities.

EMAM provides a framework upon which to further evolve how we view the managment and implementation of our electronic marketing activities.

Article Insights

  • It shouldn’t be the technology that drives electronic marketing activities, but the business returns (marketing effectiveness and efficiency) from using electronic resources in marketing activities.
  • Not all interactive marketing is electronic and not all electronic marketing is interactive.
  • It is not sustainable to define marketing by the technologies, tools and channels we use to achieve marketing objectives (e.g., Internet Marketing, Social Media Marketing), as these can be both quickly outdated in relevance and application. Is a very narrow, technological-specific view of electronic marketing.
  • The marketing implication of electronic technology lies in how they are used to improve the effectiveness and/or efficiency of the management and the conduct of marketing activities. Electronic resources are helping marketers to more effectively and efficiently manage and conduct five core marketing activities (see above).


  • Page-Thomas, K. L. (2005). Electronic Marketing: The Bigger Picture. Marketing Review, 5(3 (Autumn)), 243-262.
  • Page (2009) Article insights: Electronic Marketing: The Bigger Picture, from CASE Insights (Published on: Issuu.com)

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