Electronic Marketing

In recent years, Information and Communication Technologies (ICTs) have evolved rapidly, transforming the way businesses conduct their activities (Wu and Hisa, 2008). They are introduced into organizations to optimize and support operational and business processes, which in turn boosts competitiveness and productivity. These technologies generate information in conjunction with platforms designed to facilitate the development and dissemination of knowledge, considered a key resource for economic activities (Tello, 2007).

In recent years, Information and Communication Technologies (ICTs) have developed rapidly, changing the way companies conduct their operations (Wu and Hisa, 2008). They are implemented in organizations to improve and support operational and business processes, thereby increasing competitiveness and productivity. These technologies generate information, along with platforms that support the development and dissemination of knowledge, an essential resource for economic activities (Tello, 2007).

Beyond the Internet, the infrastructure of many businesses has evolved toward digital, driven by the increasing intertwining of products, processes, and services. According to Bharadwaj et al. (2013, p. 471), digital technologies are 'fundamentally transforming business strategies, operational processes, enterprise capabilities, as well as products and services, and key relationships between firms in extended business networks.' For these authors, the role of ICT should be considered not only as a functional aspect of strategy, but aligned with the overall business strategy.

In this context, marketing is presented as an essential component of business strategy and has experienced rapid evolution in its application through the Internet and ICT (De Swaan Arons, Van den Driest and Weed, 2014).

Thus, digital marketing, also known as Internet marketing or electronic marketing, which refers to the use of ICT in marketing practice, becomes crucial for businesses, as it facilitates the approach to customers, allows them to understand them better, adds value to products, expands distribution channels and encourages increased sales (Chaffey and Smith, 2013).