Chapter 1 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 user-centric 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.

1.2 A Brief Timeline in Internet Development

Learning Objective

  1. 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:

1.3 It’s All about Being Connected!

Learning Objective

  1. 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)The unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually hypertext transfer protocol [HTTP]), server domain name (or IP address), file path (directory and name), and format (usually hypertext markup language [HTML] or common gateway interface [CGI]). 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) addressUsed to uniquely identify a computer and system on the Internet., 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:

A domain name looks something like this:

But a lot more information can be included in this. Domain names can carry the following information:


The TLD can indicate the country in which a domain is registered and can also give information about the nature of the domain:

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

    • Domain: the registered domain name of the Web site
    • Subdomain: a domain that is part of a larger domain
    • TLD (also known as the domain extension): the top-level domain, uppermost in the hierarchy of domain names
    • Directory: a folder to organize content
  • Domain names must be registered, and there is a fee for doing so.

1.4 How Do People Access the Internet?

Learning Objective

  1. 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:

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:

Not only do 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.

So what does this all have to do 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).


  1. 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.

1.5 References

Dave Crocker, “Email History,” (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,”, May 17, 2002, (accessed May 27, 2008).

Rachel Rosmarin, “Open Facebook,” Forbes, September 11, 2006, (accessed June 22, 2008).

David Sifry, “State of the Blogosphere, April 2006, Part 1: On Blogosphere Growth,” Sifry’s Alerts, April 17, 2006, (accessed May 27, 2008).

William Stewart, “Living Internet,” (accessed June 21, 2008).

Danny Sullivan, “Who Invented the Term ‘Search Engine Optimization’?” Search Engine Watch, June 14, 2004, (accessed June 6, 2008).