Definition of electronic marketing

marketing of products using electronic technology to determine the consumer market. Electronic marketing is a type of micromarketing in which the retailer tracks consumer purchases using bar code scanner technology such as that found in many supermarkets. When making purchases, consumers fill out computer readable cards with demographic and other pertinent information. This information is logged into a database by the retailer who then uses it for: mailings of special promotions; direct mailing coupons for products in which the consumer has demonstrated interest; other special sales promotions of products already purchased by the consumer; or products that are complementary to those the consumer has already purchased.