ABSTRACT Effective marketing has always been an important factor in business success. Without the ability to identify customers and convince them to purchase the product or service being offered, businesses would not survive. Recent advancements in technology have given rise to new opportunities to engage customers through the use of electronic marketing (e-marketing). E-marketing draws from traditional marketing principles, while also expanding the types of strategies available to companies. Websites, social media, and online marketplaces are just some examples of how businesses are leveraging e-marketing approaches to connect with potential customers. In formulating sound e-marketing strategies, it is important for businesses to consider a number of factors, including methods for identifying and attracting the target market population, engaging customers, making the case to bring them to the point of sale, and tracking metrics that indicate which approaches are making the most significant financial and non-financial impacts on return of investment. As a relatively new branch in the marketing field, there is more to research and discover when it comes to effective e-marketing strategies. However, businesses that are willing to invest resources in these e-marketing strategies can build their customer base and increase return on their investment. Keywords: Electronic Marketing Strategies, Social Media, Tracking Metrics, Engaging Customers, Leveraging E-Marketing, Online Marketplaces INTRODUCTION For as long as business has been conducted throughout history, the face of business has gradually evolved. However, in recent years, with the advent of computer technologies and the Internet, this evolution has taken place at a much more rapid pace. As shown in Figure 1, the electronic business (e-business) has opened up new channels for existing companies, as well as created an environment in which new businesses could form. In order to thrive, these companies have needed to adapt their marketing strategies to both accommodate and capitalize on these changes. In the case of traditional brick-and-mortar stores, the challenge has been to create a seamless connection between their physical store locations and the online storefront. It is important for products to be comparable, so their online merchandise truly serves as an extension of their in-store merchandise. They also need to ensure that their branding is consistent across platforms so their customers can easily recognize them regardless of how they are interfacing with the company. For instance, Redbox's website allows customers to conveniently browse the latest movie and game releases, select titles to rent, and complete the check-out transaction--all before going to the physical location to pick up their selections. In the case of online-only products and services, they need to devise unique ways of advertising to their customer base and differentiating themselves electronically since they do not have the advantage of physical locations. However, online stores can meet the needs of niche markets and typically have less overhead than traditional brick-and-mortar stores. Current interactive marketing strategies emphasize the need for businesses to engage consumers in order to drive sales. The Interactive Advertising Bureau (IAB) defines interactive advertising as forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials (Tan, Kwek, & Li, 2013, p. 90). Business owners also use integration marketing communication through electronic media to form a relationship with consumers, ensuring that all brand messaging is consistent across both traditional and non-traditional marketing channels. This way, the firms can communicate and connect with their customers on a personal level (Peltier, Schibrowsky, & Schultz, 2003). …