I find it quite surprising the number of people who still get their E-terminologies mixed up. I’m talking here about the difference between E-business, E-commerce and E-marketing. Three very different things.  

Yet despite this, I meet people every day of the week who either genuinely don’t know the difference, or pretend that they do, use it in an incorrect way whilst talking to me and then get exceedingly embarrassed when I correct them. The latter often irrates me, because I’m very much of the opinion that unless you understand what you’re saying, most of the time you shouldn’t be trying to say it… It’s like watching some politicians trying to seem intelligent. There’s no shame in not understanding an increasingly complex area, which is why specialist agencies, consultants and companies successfully exist, actively helping to place businesses and the commerical world in general into cyberspace. That in itself is a seperate issue, so to return to the basis of my rant; to define some of the big “E’s” of the internet world:

Generally seen by most to be the term related to selling a product or service online. This includes online banking and online shopping – although some view the term to encompass online transactions; eg. user’s responses to an online equiry (or a search) that results in either an online or offline sale. E-commerce does NOT include any aspect of online marketing or administration/usabilty processes.

Exactly like the dictionary definition of “Business”, except in an online sense. The term encompasses all aspects of business processes, from purchasing stock to producing a service. It covers a vast range of business fundamentals: sales, marketing, distibution, logistics, customer service etc. E-business defines the entire platform needed to run a business online and uses E-commerce and E-marketing within it’s structure.

This is at the very heart of any successful E-business. It is about being closer to the user and understanding them, as well as understanding how a product or service sits within the marketplace and the best means to successfully sell online. As a whole, E-marketing can easily add value to a company by boosting sales and widening distribution channels. It is constantly evolving, as technology advances and user-trends shift; profitable online companies or agencies recognise this and quickly adapt their strategies to meet these challenges.

Great, hopefully no more confusion. (Except possibly from people who aren’t reading this blog).


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