eMarketing the essential guide to online marketing

Chapter Introduction to eMarketing 1.1 Introduction There is no doubt about it—the Internet has changed the world we live in Never before has it been so easy to access information; communicate with people all over the globe; and share articles, videos, photos, and all manner of media The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in the declining distribution of traditional media: television, radio, newspapers, and magazines Marketing in this connected environment and using that connectivity to market is eMarketing EMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a usercentric and cohesive approach to these strategies While the Internet and the World Wide Web have enabled what we call new media, the theories that led to the development of the Internet have been developing since the 1950s Saylor URL: http://www.saylor.org/books Saylor.org 1.2 A Brief Timeline in Internet Development LEARNING OBJECTIVE Develop an understanding of how the Internet evolved The following is a brief timeline of the key events that led to the development of the Internet as it is known today: • 1958 U.S Advanced Research Projects Agency (ARPA) is established to lead science and military technological developments • 1961 Massachusetts Institute of Technology publishes a research paper on packet-switching theory • 1961–69 Research into intercomputer communications and networks is ongoing • 1969 Advanced Research Projects Agency Network (ARPANET), commissioned by the U.S Department of Defense, goes live; U.S universities connect network facilities for the first time • 1971 Ray Tomlinson creates the first network e-mail application • 1973 Protocols to enable multinetwork Internet opportunities are developed; first international ARPANET connections are made • 1976 Her Majesty Queen Elizabeth II sends an e-mail • 1978 First spam e-mail is recorded • 1980 Tim Berners-Lee develops rules for the World Wide Web and is credited as being the “Web’s father”; Alan Emtage develops the first search tool, known as “Archie.” • 1982 Standard network protocols are established: transmission control protocol (TCP) and Internet protocol (IP), commonly referred to as TCP/IP • 1984 Joint Academic Network (JANET) is established, linking higher-education institutions; domain name system (DNS) is introduced • 1985 A company named Symbolics becomes the first registered dot-com domain • 1987 U.S National Science Foundation is the catalyst for the surge in funded work into the Internet; number of Internet hosts increases significantly in this period • 1988–1990 Twenty-eight countries sign up to hook up to the National Science Foundation Network (NSFNET), reinforcing international Internet potential • 1990 U.S Senator Al Gore coins the term “information superhighway.” Saylor URL: http://www.saylor.org/books Saylor.org • 1991 Web father Tim Berners-Lee releases the World Wide Web (WWW) with scientists from the European Organization for Nuclear Research (CERN) • 1992 America Online (AOL) is launched and raises $23 million in flotation; the phrase “surfing the Net” is introduced by Jean Armour Polly; the World Bank goes online • 1993 Mainstream media attention increases awareness of the Internet; first Internet publication, Wired, goes on sale; Mosaic introduces the first Web browser with graphical user interface and is the forerunner of Netscape Navigator; first online shopping malls and virtual banks emerge, as does evidence of spam; first clickable banner advertisement is sold by Global Network Navigator to a law firm • 1995 Amazon is launched by Jeff Bezos; trial dial-up systems such as AOL and CompuServe launch; charging is introduced for domain names; search technology companies such as Alta Vista, Infoseek, Excite, and MetaCrawler rapidly appear • 1996 Yahoo! is launched on the stock exchange, and shares are up nearly 300 percent on its first day • 1997 MP3.com is founded; the phrase “search engine optimization” is used for the first time in a Web forum • 1998 XML (extensible markup language) is released to enable compatibility between different computer systems; Google is founded by Larry Page and Sergey Brin • 1999 Peter Merholz coins the word “blog.” • 2000 AOL and Time Warner announce they are merging; pay-per-click (PPC) campaigns are introduced for top-ten search rankings; Google AdWords launches, charging for advertisements on a cost-per-mille (CPM, or cost-per-thousand impressions) basis • 2002 UK online monthly consumer shopping breaks through the £1 billion barrier; Google AdWords charges on a PPC basis instead of a CPM • 2003 EBay topples Amazon as the most visited UK Web site • 2004 CD WOW! loses court case and rights to source cheaper compact discs (CDs) outside the European Union, undermining the global concept of the Internet • 2005 Iceland leads the world with broadband penetration: 26.7 inhabitants per 100 have broadband compared with 15.9 per 100 in the United Kingdom Saylor URL: http://www.saylor.org/books Saylor.org • 2006 Google buys YouTube for $1.6 billion; Facebook membership opens to anyone; Technorati.com notes that a blog is created every second of every day; Time magazine names “You” as person of the year due to online activity • 2008 Firefox 3.0 launches with over eight million downloads in twenty-four hours; Internet usage tops 1,407,724,920 worldwide • 2009 An estimated 1,802,330,457 are using the Internet worldwide as of December 31 [1] [1] Miniwatts Marketing Group, “Internet Usage Statistics,” Internet World Stats, June 19, 2010, http://www.internetworldstats.com/stats.htm (accessed June 22, 2010) Saylor URL: http://www.saylor.org/books Saylor.org 1.3 It’s All about Being Connected! LEARNING OBJECTIVE Understand how a domain name works In its simplest form, the Internet is a collection of connected documents or objects Hyperlinks are what connect these documents The Internet is a worldwide network that allows for information to be shared between users (also known as “nodes”) The World Wide Web is a subset of this that caters specifically to Web sites A hyperlink is a virtual link from one document on the World Wide Web to another It includes the uniform resource locator (URL) of the linked-to document, which describes where on the Internet a document is It is what you enter in the address bar of the browser because it is the address of that document on the Internet A URL provides information to both browsers and people URLs include domain names, which translate to Internet protocol (IP) addresses Every Web site corresponds to an Internet protocol (IP) address, which is a structured series of dots and numbers indicating where it is physically located When you enter a URL into the address bar of a browser, the DNS record indicates where the document is that you are linking to Many domains can translate to the same IP address Confused? Look at the domain name and IP address for Quirk’s Web site: • Domain name http://www.quirk.biz • IP address 212.100.243.204 A domain name looks something like this: http://www.domainname.com But a lot more information can be included in this Domain names can carry the following information: Saylor URL: http://www.saylor.org/books Saylor.org subdomain.domain.tld/directory • Domain The registered domain name of the Web site • Subdomain A domain that is part of a larger domain • TLD The top-level domain, uppermost in the hierarchy of domain names, also known as the domain extension • Directory A folder to organize content The TLD can indicate the country in which a domain is registered and can also give information about the nature of the domain: • com The most common TLD • co.za, co.uk, com.au These TLDs give country information • org Used by nonprofit organizations • gov Used by governments • ac, edu Used by academic institutions Domain names must be registered, and there is a fee for doing so KEY TAKEAWAYS The Internet is a worldwide network that allows for information to be shared between users (also known • as “nodes”) The World Wide Web is a subset of this that caters specifically to Web sites • The anatomy of the domain is as follows: subdomain.domain.tld/directory o Domain: the registered domain name of the Web site o Subdomain: a domain that is part of a larger domain o TLD (also known as the domain extension): the top-level domain, uppermost in the hierarchy of domain names o • Directory: a folder to organize content Domain names must be registered, and there is a fee for doing so Saylor URL: http://www.saylor.org/books Saylor.org 1.4 How Do People Access the Internet? LEARNING OBJECTIVE Understand the various ways in which people can access and connect to the Internet People connect to the Internet and access content in many different ways When it comes to the physical connection to the Internet, the market presents a number of options: • Dial-up • 3G (third-generation mobile and wireless communication) • Wi-Fi and WiMAX • Broadband • ADSL (asymmetric digital subscriber line) And that list goes on The devices people use vary from mobile phones and small handheld devices to personal notebooks and desktop computers The environment that people are in when they access the Internet also differs: • At home • At the office or place of work • In libraries and education centers • In Internet cafés and coffee shops Not only these environmental factors affect how people use the Internet, but also their reasons for using the Internet can have an effect on how they interact online For some people, it is primarily a communication channel, and their online activity is focused on their e-mail in-box, while for others it may be a research channel, with search engines playing a large role in their online experience Having such a diverse audience means that there are many channels available to marketers when it comes to eMarketing Saylor URL: http://www.saylor.org/books Saylor.org So what does this all have to with marketing? Marketing is about conversations, and the Internet has become a hub of conversations The connected nature of the Internet allows us to follow and track these conversations and provides entry points for all parties What follows in this book are ways of conversing with potential and existing customers using the Internet KEY TAKEAWAYS • People can access the Internet in a variety of ways • People access the Internet in a variety of places • People use the Internet in many different ways (e.g., for e-mail or research) EXERCISE Marketing is about conversation List a few examples of online conversations you have noticed as a user Name some of the brands you have seen engage in online conversation Saylor URL: http://www.saylor.org/books Saylor.org 1.5 References Dave Crocker, “Email History,” http://www.livingInternet.com/e/ei.htm(accessed March 18, 2008) Richard Gay, Alan Charlesworth, and Rita Esen, Online Marketing: A Customer-Led Approach (Oxford, England: Oxford University Press), 8–9 Peter Merholz, “Play with Your Words,” peterme.com, May 17, 2002,http://www.peterme.com/archives/00000205.html (accessed May 27, 2008) Rachel Rosmarin, “Open Facebook,” Forbes, September 11, 2006,http://www.forbes.com/2006/09/11/facebook-opens-up-cx_rr_0911facebook.html (accessed June 22, 2008) David Sifry, “State of the Blogosphere, April 2006, Part 1: On Blogosphere Growth,” Sifry’s Alerts, April 17, 2006,http://www.sifry.com/alerts/archives/000432.html (accessed May 27, 2008) William Stewart, “Living Internet,” http://www.livingInternet.com (accessed June 21, 2008) Danny Sullivan, “Who Invented the Term ‘Search Engine Optimization’?” Search Engine Watch, June 14, 2004,http://forums.searchenginewatch.com/showthread.php?t=78 (accessed June 6, 2008) Saylor URL: http://www.saylor.org/books Saylor.org 10 Chapter 2.1 Introduction E-mail Marketing At its core, e-mail marketing is a tool for customer relationship management (CRM) Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity Simply put, e-mail marketing is a form of direct marketing that utilizes electronic means to deliver commercial messages to an audience It is one of the oldest and yet still one of the most powerful of all eMarketing tactics The power comes from the fact that it is the following: • Extremely cost effective due to a low cost per contact • Highly targeted • Customizable on a mass scale • Completely measurable Furthermore, e-mail marketing’s main strength is that it takes advantage of a customer’s most prolific touch point with the Internet: their in-box E-mail marketing is a tool for building relationships with both existing and potential customers It should maximize the retention and value of these customers, which should ultimately lead to greater profitability Saylor URL: http://www.saylor.org/books Saylor.org 11 19.3 Developing a Marketing Plan LEARNING OBJECTIVE Learn the steps in developing a marketing plan Figure 19.3 Steps to Creating a Strategy Saylor URL: http://www.saylor.org/books Saylor.org 478 An eMarketing strategy should not be created in isolation from an offline strategy Instead, marketers need to take a holistic view of all business objectives and marketing opportunities Offline and online activities should complement each other, both having the potential to reach different audiences in different ways However, the Internet is exceptionally useful as a research and information tool in the strategy process Step 1: Know Yourself and Know Your Market The starting point for any business and marketing strategy is to know who you are “You” refers to the organization as a whole (although, of course, a little bit of self-discovery is always advised) While this can, and should, be readdressed periodically, start by looking at what the business problems are right now so that a strategy can be developed that solves these problems: • What is the nature of the organization now? • Who are the customers and what are their needs? How can the organization fulfill the needs of the customer? • What is the social context that the organization operates in? Step 2: Perform Strategic Analysis With a solid understanding of where the organization is right now, further analysis systematically evaluates the organization’s environmental and social context, objectives, and strategies so as to identify weaknesses and opportunities Porter’s Five Forces Analysis Porter’s five forces analysis is useful in understanding the attractiveness of the market in which an organization is transacting However, this framework for analysis was developed before the Internet, which has disrupted the markets in which we operate Production and distribution costs in many industries have been drastically lowered; the barriers to entry and costs of switching are reduced This means that there are more competitors in the market as the barriers to entry for new organizations are reduced and that cost is less likely to inhibit customers from Saylor URL: http://www.saylor.org/books Saylor.org 479 switching to a competing product as there are less likely to be high costs associated with doing so Perhaps most importantly, the bargaining power of end users is increased as they have greater access to information when making a purchase decision Often, the Internet migrates competition primarily to price [1] This means that organizations seek to attract and retain customers solely through offering services and goods at a lower price, though this is not necessarily the best strategy for companies to follow Strategic differentiation comes from the value that a company can provide to a consumer Figure 19.4 Porter’s Five Forces Saylor URL: http://www.saylor.org/books Saylor.org 480 Competitors When analyzing competitors, it is not only product and price that lead the discovery process While there may be obvious competitors in the same industry, an organization needs to consider what (or who) else may be vying for consumers’ attention and valuable search engine traffic In identifying competitors, analyze the needs of your customers and determine how else customers might fulfill those needs Products and services are not only competing for customers’ money: they are fundamentally competing for customers’ attention Considering the customized Converse shoes, the customers’ needs are not likely to be that they have to cover bare feet Instead, the shoes are fulfilling a customer’s need for individuality and self-expression NIKEiD is an obvious competitor, but so is a service like Face Your Manga (http://www.faceyourmanga.com) that allows Web users to create custom manga avatars (or computer users’ representations of themselves, which are shown in the form of icons or 3D characters) to use online Step 3: Set Marketing Objectives Marketing objectives are the desired outcomes of the marketing plan What are the specific goals that will indicate the success of the marketing strategy? These should be unique to an organization and are based around the outcomes that will make money for the organization This is a strategy, so the focus is on long-term success Establish milestones that will indicate that the strategy is on the path to success Step 4: Generate Strategies and Tactics for Achieving Objectives It’s time to put into practice the tactics covered in this textbook Based on your analysis of your organization and its objectives, consider strategies and tactics that will help you to meet these objectives For example, an objective could be the acquisition of new customers A tactic could be the display of advertising on content Web sites that reflect your target market If customer retention is the objective, an e-mail newsletter strategy can help build relationships with an existing interested database of prospects Saylor URL: http://www.saylor.org/books Saylor.org 481 Step 5: Evaluate Strategies Figure 19.5 SWOT Analysis After generating strategies, they need to be evaluated against the needs and resources of your organization At this stage, it can be useful to follow Humphrey’s SWOT (strengths, weaknesses, opportunities, and threats) analysis for a full analysis of the strategies generated For each strategy, a SWOT analysis reveals the strengths, weaknesses, opportunities, and threats afforded by a strategy (and of course can be used to evaluate the plan in its entirety) Saylor URL: http://www.saylor.org/books Saylor.org 482 SWOT analysis will reveal the feasibility and the attractiveness of the strategies generated The needs of the organization include the following: • Long-term goals • Short-term objectives • ROI (return on investment) The resources of the organization include the following: • In-house talent and staff • Budget • Contracted agencies Step 6: Implement You know what you want, and you’ve made a plan for how to get it Now it Step 7: Track, Analyze, and Optimize What is eMarketing’s chief advantage over offline marketing? It uses hyperlinks to spread messages This means that eMarketing can be tracked, the data can be analyzed, and this can then feed back into the planning to optimize the marketing strategy The Internet allows you to track each tactic on its own, and then intelligent analysis should allow you to consider how these tactics work together KEY TAKEAWAYS • The seven steps to developing a marketing plan are as follows: Know yourself and know your market Perform strategic analysis Set marketing objectives Generate strategies and tactics for achieving objectives Evaluate strategies Saylor URL: http://www.saylor.org/books Saylor.org 483 • Implement Track, analyze, and optimize An eMarketing strategy should not be created in isolation to an offline strategy but rather take a holistic view of all objectives • Offline and online activities should complement each other EXERCISES The textbook stresses the important of tracking, analyzing, and optimizing for any eMarketing campaign Why? What is the difference between a strategy and a tactic? [1] Michael E Porter, “Strategy and the Internet,” Harvard Business Review 9, no (March 2001): 62–78 Saylor URL: http://www.saylor.org/books Saylor.org 484 19.4 eMarketing and Marketing LEARNING OBJECTIVE Understand how eMarketing should fit into the overall marketing picture eMarketing refers specifically to marketing using the Internet, but holistic strategies allow companies to make the most of their budget through integrating online and offline activities eMarketing should not be seen as separate or an afterthought to a marketing strategy Instead, businesses should focus on their customers and use the channels most likely to reach their target market based on budget The cornerstone of a successful eMarketing strategy is flexibility With near real-time reporting, the likely success of any campaign or channel can be gauged quickly Flexibility allows for focus to be shifted as new opportunities and challenges arise Figure 19.6 eMarketing Tactics and Their Outcomes Saylor URL: http://www.saylor.org/books Saylor.org 485 Online Tools for Gathering Market Intelligence Many tools exist that allow an organization to gather information related to its business and those of competitors These same tools also prove invaluable for market research, especially when keywords that are monitored are chosen to reflect industry trends Search Data for Both SEO (Search Engine Optimization) and PPC (Pay per Click) • SpyFu http://www.spyfu.com • Quirk SearchStatus http://www.quirk.biz/searchstatus • SEO Book’s Rank Checker http://tools.seobook.com/firefox/rank-checker Watching Competitor Activities • ChangeDetection http://www.changedetection.com • Google Alerts http://www.google.com/alerts • BrandsEye http://www.brandseye.com • Google Patent Search http://www.google.com/patents Trends and Market Research • Google Insights http://www.google.com/insights/search • Flickr http://www.flickr.com • Delicious http://delicious.com • Google AdWords External Keyword Tool http://www.adwords.google.com/select/KeywordToolExternal When researching competitors, never forget the basics: visit their Web sites Not only can you gather basic price and product information, but it also can be relatively easy to discover information about their marketing initiatives such as affiliate marketing KEY TAKEAWAYS Saylor URL: http://www.saylor.org/books Saylor.org 486 • Holistic strategies allow companies to make the most of their budget through integrating online and offline activities • The cornerstone of a successful eMarketing strategy is flexibility Flexibility allows for focus to be shifted as new opportunities arise EXERCISE Why, when it comes to eMarketing in particular, is flexibility important in strategy? Saylor URL: http://www.saylor.org/books Saylor.org 487 19.5 Case Study: Barack Obama’s Strategic Use of the Internet The 2008 U.S presidential election was historic for many reasons and was keenly followed worldwide Barack Obama’s campaign made unprecedented use of grassroots channels to generate support, encourage voter turnout, and raise funds with savvy use of the Internet to support its campaign While with hindsight it may be plain to see how much the campaign got right, when Barack Obama started campaigning for the Democratic Party’s nomination, he was seen as an outsider For much of that campaign, the media branded Barack Obama as the underdog The World Wide Web appears daunting to many big businesses and organizations In politics, especially, few have incorporated the tools of the Web into successful campaigns to date As with business, the Web was seen as an emerging channel in politics This meant that the candidates that Obama was running against, in both the campaign for the Democratic nomination and in the presidential campaign, were focused on traditional tactics for gathering support Not being the frontrunner, Obama needed to engage with voters in new ways in order to succeed The use of social media made the most of the Obama campaign’s greatest strength—its grassroots, community connections When it comes to elections in the United States, young voters are the toughest demographic to reach It’s a challenge shared by many businesses and organizations trying to reach out to a younger audience They find that traditional channels, such as television advertising, are having less and less of an impact Instead of watching television, younger people are turning to the Internet and their mobile phones for entertainment and for interacting with their friends Savvy brands that want to reach this market are turning to the same channels The Obama campaign realized early on that without the traditional support enjoyed by the other candidates, it would need to find new ways to raise funds and reach voters As the Edelman Trust Barometer consistently shows, people are more likely to trust and listen to “someone like me.” [1] The best way to reach these “people like me” is to use existing social connections The Obama campaign used this to create a social network, http://www.my.barackobama.com, that supporters could use to self-organize events, connect with other supporters, and receive feedback and support from the Saylor URL: http://www.saylor.org/books Saylor.org 488 campaign According to Quantcast figures, this network saw over a million visitors each month, eclipsing two million visitors in some months [2] Figure 19.7 Image from My.BarackObama For best results in making use of social connections, existing social networks should also be utilized Even though the previously mentioned social network my.barackobama.com was the hub of the campaign, profiles were created on all major social-networking Web sites to enable the campaign to reach out to supporters in as many channels as possible Profiles, groups, and pages were created on Facebook, Twitter, and YouTube to name just a few In fact, photographs from election night were released by the Obama campaign on Flickr Top-viewed videos on the campaign’s official YouTube channel have received over five million views each Saylor URL: http://www.saylor.org/books Saylor.org 489 The campaign also made excellent use of a number of other eMarketing tactics, all carefully cocoordinated to make supporters feel as engaged and involved in the campaign as possible While Hillary Rodham Clinton raised $13.5 million in January 2008 to support her campaign, mostly through large, traditional fund-raising events, Barack Obama raised $36 million in the same month Of that, $28 million was raised online with 90 percent of those transactions coming from people who donated $100 or less, and 40 percent from donors who gave $25 or less Even small donors felt that they, personally, were making a difference The Obama campaign used every opportunity for interaction to collect information that would allow it to connect further with potential supporters, from e-mail addresses to mobile phone numbers and zip codes for precise e-mail marketing In fact, in what was probably the largest mass short message service (SMS) communication to date, the Obama campaign announced Joe Biden as Obama’s running mate via SMS to an estimated 2.9 million supporters Search is playing an increasingly important role in current affairs, and with that comes online reputation management All candidates realized this, and made good use of search marketing to complement their other media campaigns Figure 19.8 A PPC Advertisment for the Obama Campaign For example, when the McCain campaign was talking about Obama’s association with Bill Ayers, a leader in U.S education reform, many people turned to their favorite search engine to find out more The Obama campaign ran a PPC (pay-per-click) campaign, buying contentious search terms and advertising a Web site that portrayed its side of the story: http://www.fightthesmears.com Timely PPC and a well-run Web site helped it to manage its reputation online The swelling grassroots support was channeled and supported by the Obama campaign, leading to an unprecedented number of volunteers and donations that helped the campaign to victory in the U.S presidential elections However, like any organization that has found success in reaching out to its Saylor URL: http://www.saylor.org/books Saylor.org 490 constituents in remarkably new ways, that success carries with it a lot of expectation After feeling so heavily involved in the electoral campaign, many supporters are now expecting to be as involved in the new presidency Barack Obama has continued to use social media channels to reach out He now conducts a weekly address, not on television, but on YouTube Americans are invited to follow his transition team, and offer their thoughts and suggestions, on the Web sitehttp://www.whitehouse.gov The Obama campaign’s strategic use of the Internet, and particularly online tools for connecting with supporters, has changed worldwide expectations of politics and the Internet Savvy use of social networks and tools that encouraged and enabled mass participation may have made all the difference to this campaign CASE STUDY QUESTIONS How did the Obama campaign make the most of the opportunities afforded by grassroots support? Why is the Internet so well suited to a grassroots organizing strategy? Why was the success of the campaign also a challenge to Obama as he assumed office? [1] Erica Iacono, “Edelman Trust Barometer Finds ‘Person Like Me’ as Most Credible Spokesperson,” PRWeek, January 26, 2006, http://www.prweekus.com/pages/login.aspx?returl=/edelman-trust-barometer-finds-personlike-me-as-most-credible -spokesperson/article/54048/&pagetypeid=28&articleid=54048&accesslevel=2& expireddays=0&accessAndPrice=0 (accessed June 20, 2010); “Edelman Trust Barometer 2010 Executive Summary,” Edelman, 2010, http://www.scribd.com/full/26268655?access_key=key -1ovbgbpawooot3hnsz3u (accessed June 20, 2010) [2] “Quantcast Figures for my.barackobama.com,” Quantcast, June 2010,http://www.quantcast.com/www.my.barackobama.com (accessed June 23, 2010) Saylor URL: http://www.saylor.org/books Saylor.org 491 19.6 References J Scott Armstrong, “Don’t Do SWOT: A Note on Marketing Planning,” July 31, 2004,http://marketing.wharton.upenn.edu/ideas/pdf/Armstrong/educational_materials/dont_do_ swot3.pdf (accessed November 16, 2008) Herbert A Simon, “Designing Organizations for an Information-Rich World,” inComputers, Communications, and the Public Interest, ed Martin Greenberger (Baltimore, MD: The Johns Hopkins Press, 1971), 37–72 Saylor URL: http://www.saylor.org/books Saylor.org 492 ... about the brand, the marketer has taken the first step toward gaining the customer’s trust and patronage The better known a brand is, the more business they can And the ultimate goal is to more... neither overwhelms nor parches the prospect [1] However, don’t be tempted to ask for more information than is required The more information marketers can gather, the better they can customize their... Understand how e-mail developed into an important eMarketing tool E-mail is probably ubiquitous to you, but there was a time when there was no e-mail! E-mail actually predates the Internet and was first