E-Marketing and Its Strategies: Digital Opportunities and Challenges

Abstract

The current article deals with the topic of e-marketing, its strategies, opportunities and digital challenges, as one of the most successful and capable mechanisms that can reach as many customers as possible. It also examines the basic concepts of e-marketing, its features, multiple stages, multiple mechanisms, the reasons for its spread, and its pros and cons. The study relied on the descriptive approach. The most important findings of the research were: the application of e-marketing requires the provision of the appropriate digital environment, the availability of the Internet and the proliferation of e-management have made e-marketing a necessity of our era, and the success of e-marketing requires relying on accurate strategies carefully studied. The research has also indicated that several strategies can be used in the same organization in accordance with the development of the internal and external environment of the organization, and that there is no better strategy than the other. Rather, the nature of the environment and the objectives set out make the organization resort to strategies at the expense of the other, and the successful choice from the various strategies should be based on studies and analytical research of various inputs and outputs of information as well as the accuracy and actual ability of objectives to be reflected. The research also clarified that the use of e-marketing strategies provides many opportunities, such as achieving a competitive advantage and a strategic position in the market. Furthermore, it has shown that although the e-marketing strategy is effective, there are still many challenges that require intensified efforts to counter the negative effects of establishing confidence in customers and encouraging them to seek their services and instilling a culture of digital communication.