Resumen
Globalization has resulted in significant changes in the way business is conducted all over the world. For instance, outsourcing specialist jobs, alliances among large multinational companies, and high degree of government involvement in markets have all forced companies to adjust their structures, practices, and policies. For marketers, two major changes have influenced their practices: increasingly global demographic and deeper customer engagement. Since ?push? advertising is becoming increasingly irrelevant, companies need to do more outside the traditional marketing approaches. emarketing is one of the new approaches towards marketing that shows significant promise, especially given the increasingly dominant role played by the Internet in society and popular culture. This article discusses some of the changes necessary to take an e-marketing approach in a business, and focus specifically on several important instruments (the SOSTAC and SMART frameworks) that can help develop consistent strategies. Some conjectured examples are presented to help understand the main argument.