Introduction

Even before the Internet there were many different ways to advertise, in different media
such as radio, TV, newspapers, magazines, as well as via telemarketing or pamphlets. Usually
the goal was to get a company- and/or product name, a statement etc. communicated to as
many people as possible for the smallest price possible. When the Internet arose, a number of
search options became available. Companies had the option to advertise themselves on a
larger scale. When internet was first introduced in the early 90s, it wasnt considered to be an
advertising medium at all. Instead, the internet was treated as a tool for exchanging emails and
digital information, but wasnt yet considered valuable for reaching customers. However, it
wasnt long before marketing pioneers began to see the potential for internet marketing
business as millions of web surfers logging on each day to find valuable and relevant
information. Within just a few years, informative and educational marketing, as well as graphical
enticing banner ads began to be show up. It wasnt long before results began to flood in which
proved the value of the internet marketplace to even the most sceptical advertisers.

As the years passes by, internet users are increases every year. According to ITU, there
are 54,000,000 Internet users as of June/2016 which is 52.6% of the population. So companies
are seeking for strategies that will help them to advertise and reach the customers in the easiest
way as possible. One of the trend marketing strategy is Electronic Marketing also known as E-
marketing. Electronic Markets was established in 1991, long before the Internet became known
outside the academic world and before the rise of modern electronic commerce and electronic
business .The journal emerged from the 'Competence Center Electronic Markets' (CCEM) an
industry-funded research group founded in 1989 by Prof. Beat Schmid at the University of St.
Gallen, Switzerland. E-marketing is the use of electronic media in communication activities. The
word electronic marketing initially served as an extension of "Internet Marketing" to address the
growth of mobile technology and digital applications used in marketing.

As we move into the twenty-first century, the way that firms and companies do business
has changed, furthermore, it is readily apparent that such changes are attributable to the advent
of the Internet (Ainin and Noor Ismawati 2003). The economy of the world nowadays is
transitioning from an economy that is just related to goods to an economy in which value
creation, employment and economic wealth is very important. An overview of the Internet shows
that this phenomenon is not only a networking media but also a place for consumers to conduct
their transactions on the global market. The speed of innovation increases day-by-day, and this
era has the highest rate in the speed of the enhancement of technology in comparison with any
previous era. Undoubtedly, usage of the Internet and computer has an important influence on
this issue.

E-marketing involves using information technology which applied to traditional marketing

practice. E-marketing tries to hasten the marketing efficiency and its effectiveness in way of
traditional marketing was undeveloped in them. Consequently, electronic marketing and all its
strategies added customer value further than what traditional marketing could gain. E-marketing
in point of view of e-business begun to enhance and reinvent the mean of traditional business
beside internet played vital role in this process. Marketing through electronic devices lied at the
main part of integrating information technology and marketing attributes.

In the Philippines, President Joseph E. Estrada signed into law Republic Act. No. 8792
also known as the "Electronic Commerce Act of 2000 (the" Act") on June 14 2000. The state
promotes e-commerce in the country, particularly in business-to-business and business-to-
consumer transactions whereby business relations are enhanced and facilitated and consumers
are able to find and purchase products online.
Background of the Study

The key of the business to success lies in marketing. Marketing is making people aware
to the product or services business offer. Marketer is the one that deals in Market. As Marketer
they must promote their products and services that company provides with a chance of being
discover by prospective customers. Marketer use marketing strategy however because of the
modern technology the companies took this as advantage to promote their product or services
in a large scale. Nowadays we all know the influence of technology in every individual and how
technology influence are daily lives. Technology helps us to live in easy way. As Marketer they
must innovate the way they promote their product or services to follow the trend and also to
make the work easier. Thats why some commercial food services uses technology in the
presence of E-marketing to persuade and gives another flavour in their advertisement.

The commercial food businesses are one of the most lucrative and profitable business
services with a high potential for expansion and growth. It is both financially rewarding and fun
to the part of marketer. However because of the modern technology the companies took this as
an advantage to their company to promote the services and products in a large scale. The stats
recently published by the National Restaurant Association speak for themselves. 90% of
restaurateurs believe that their success is becoming increasingly dependent on social media
marketing. 95% are either already on Facebook or intend to get active there soon. Theres good
reason for this, too, as 28% of consumers decide where to eat using social sites. While much
user activity on social media is based around interacting with existing offline social circles, on
Pinterest, activity is mostly based on shared interests. By introducing commercial food services
is one type of marketing activity. It is an organisation engages to facilitate an exchange between
itself and its customers/clients.

The researchers decided to conduct the study to gain more knowledge about the great
impact of e-marketing strategy not only to the consumers but also to the companies.
Theoretical Framework

This study will anchored on theory that will aid the researcher to know about information
and telecommunication technologies in Digital Marketing. The research defined two
theories wich is Generational Marketing Theory and Network Theory under Digital
Marketing Theory cited by Daria Kelly Uhlig.

Marketing theorists use a scientific approach to explain consumers' purchasing attitudes

and behaviors. Companies use this information to guide their decisions in how best to
communicate their products' value to consumers. Digital marketing poses challenges in
this regard, because its channels are relatively new and they're still evolving. It's
necessary to apply theories to digital marketing that acknowledge both its similarities to
traditional, analog channels and its differences

Generational marketing theory holds that consumers born of the same generation --
defined as a 20-year period -- have common attitudes and behaviors because of shared
experiences that influenced their childhoods and shaped their views of the world. The
relevance of generational theory to digital marketing is primarily in the ways in which
each generation communicates and the online places where marketers can reach them.
For example, Pew Internet reported in a 2010 study that millennials, who are 18 to 33
years old, are most likely to access the Internet wirelessly. Generation X, on the other
hand, who are ages 34 to 45, are more active than millennials in such activities as
researching financial information. However, Pew's research emphasizes increasing
homogeneity across groups for such activities as researching health information,
shopping, making travel arrangements and downloading podcasts. Furthermore, Pew
notes, pre-baby boomers are shedding their "silent generation" image. They're now the
fastest-growing group of social network users, and they're just as likely as millennials to
own smartphones.

Erasmus Student concduct a research about the network theory. Network theory studies
relationships of all sorts, whether between people, animals or things. Social network
analysis is an overlapping tool for learning about patterns that develop within social
networks and how they influence behavior. The "Harvard Business Review" reports on a
social-network study conducted at Columbia University. Researchers -- two of whom
authored the "Harvard Business Review" article -- found that that the success of
entertainment products is impossible to predict based on traditional factors such as plot
or star power because "hits" are the result of the influence consumers have over each
other's decisions. Digital marketing channels such as Facebook, Twitter, Foursquare
and Groupon are useful in this regard, as they allow marketers to listen to what
consumers are saying, and they allow marketers to leverage the power of influential
users to spread messages throughout their networks. Research shows that the most
powerful users are those with the most influence across a number of differentiated
networks.

Source:
http://smallbusiness.chron.com/

Defenition of terms

This research contained words that will be used for clarity and better comprehension.
These words that have operational meaning for the research were as follow;

Advertisement- it is a notice or announcement in a public medium promoting a

product,or service.

Digital Marketing- The marketing of products or services using digital channels to

reach consumers; extends beyond internet marketing

E-Marketing- also known as Electronic marketing is the marketing of products and

services using electronic media such as the Internet (which includes search marketing,
email marketing, eCRM and social media marketing) but also now including the rapidly
developing mobile marketing environment
Internet- it is a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized
communication protocols.

Marketing- it is the action or business of promoting and selling products or services,

including market research and advertising.

Network- is a system of interconnected people or things.

Online Marketing- refers to advertising and marketing efforts that use the Web and
email to drive direct sales via electronic commerce, in addition to sales leads from Web
sites or emails.

Website- a location connected to the Internet that maintains one or more pages on the
World Wide Web.

Source; Google.com