The emergence of e-marketing strategies and applications has significantly impacted business markets and consumer behavior. In simple terms, e-marketing is the process of conducting research followed by marketing through the internet. Goods and services are also bought and sold on the digital platform.

E-marketing has reduced costs required for advertising and promotional tools, enabling companies to promote their products at low costs, while at the same time reaching out to a broader consumer base.

There are nine ways of conducting digital marketing, commonly used to promote goods and services through electronic devices. Among these, the first is SEO or Search Engine Optimization. The main aim of SEO is to boost online visibility in organic search engine results, leading to an increase in website traffic and, consequently, conversions.

Content marketing is another crucial aspect of digital marketing. By creating and delivering high-quality content, a business can stand out from its competitors, generating leads and sales. Additionally, social media marketing and research, including search engine marketing and pay-per-click advertising, are often utilized by companies to promote goods and services.

As people become increasingly literate and gain access to online shopping applications, there is a corresponding increase in the importance and advantages of online shopping. E-shopping is like a boon for people, saving them money and time, while providing a diverse range of products. People are now taking advantage of social media platforms such as WhatsApp, Instagram, and Facebook, to market their products in efficient and cost-effective ways.

Today, e-marketing has become a prerequisite for society, and businesses must closely observe these changes to ensure their continued growth and prosperity.

Modern consumers are not limited to traditional sources when it comes to gathering information about a brand. They rely on a diverse array of mediums to make informed purchasing decisions. In addition to conventional advertising methods, many now turn to online ads to learn more about products and services.

To evaluate a brand's strengths and weaknesses, consumers require ample information, which saves them valuable time when making acquisition decisions. With the pandemic-induced shift toward a more digitized world, online shopping has become increasingly popular for a wide range of products, such as clothing, kitchen appliances, electronics, home decor, and fitness items.

Numerous studies have explored the effectiveness of e-marketing on integrated marketing communications, customer response, and brand promotion. Retail giants like Amazon have also reported record sales, reflecting the trend of more and more consumers turning to online shopping.

The mobile marketing market has grown significantly in recent years and is projected to continue its upward trajectory. The COVID-19 pandemic has certainly had a major impact on consumer behavior, pushing many toward digital platforms for their shopping needs.