Marketers have a large number of different e-marketing communications tools at their
disposal. In this section, we describe each instrument of the e-communications mix. The
multimedia capabilities of the Net allow advertisers to use content, graphics, movement,
audio and video. Almost every traditional communications tool has an online twin, e.g.
e-coupons or online contests and seminars. Since almost every Internet user has his or her
own e-mail address and social profile, marketers can build a direct communications line with
customers and prospects at lower costs than traditional direct marketing. Th e huge success of
mobile telecommunications and the increasing penetration of smart phones in Europe are
opening new opportunities for companies to use wireless advertising and apps to reach their
target group