E-marketing strategy

Electronic marketing strategy or E-marketing strategy was commonly used between circa 2000 to 2010 to show a broader scope superseding Internet marketing strategy which mainly referred to web marketing and use of SEO to also consider techniques like Customer Relationship Management.

At the time my textbook was titled E-marketing Excellence to reflect the practice at the time, particularly in the UK.

Today most people refer to digital marketing strategy – see digital marketing plan structure for my recommendations on what this should contain.

Google Trends shows how the popularity of these terms has changed through time and how digital marketing now dominates, so that’s the term to use if you want to be ‘in-the-know’.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my mainĀ Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.