Once information on target users has been determined and analysed, the E-Marketing plan designer has several tactical options available. These include:

• E-mail marketing: This is the most common method of E-Marketing but it has been hampered by the proliferation of “spam” (unsolicited email ads that clog a user’s e-mail program).
  
  
• Banner advertising: This is simply the placing of banners somewhere on a website page. This was effective at first but has lost its power through overuse.
  
  
• Search Engine Optimization: This has become the current E-Marketing method of choice and is a term for the process of ensuring your website shows up as near to the top of the list as possible when a user does a web search. Usually this is done through the inclusion of “keywords” in website copy that appeal to various search engines. The more keywords an engine finds on your site or one of its pages, the more likely you are to be ranked higher. A newer version of this has recently emerged: Search engines are now charging companies to be placed high on the lists, or next to them.
  
  
• Online publicity: This usually involves some form of affiliation such as the swapping of site links between websites, or the mentioning of a website in some piece of content.
  
  
• Online promotion: This can be done on your website and would be a promotion like any other offline promotion; or it could be some form of a new technique – the writing of free articles for online magazines and newsletters that carry your “signature”, which is a short sales message with a link to your website.
  
  
• Offline promotion: This is similar to traditional advertising, but it is usually done in guerrilla fashion, such as painting website addresses on company cars. Certainly, all offline promotional material such as business cards, brochures and letterheads should feature your website address.