eMarketing stands for electronic marketing. This refers to the application of techniques and principles in relation to marketing on the internet via electronic media. It deals with the advertising and marketing efforts that are taken towards the internet as well as emails to generate direct sales and leads via electronic commerce. eMarketing has various advantages. A significant advantage is an extremely low risk. Another is the increased ability to measure and collect data. There is also faster response to both the marketers and the end users. In addition, reduction in costs through automation is a relative advantage. However, there are also disadvantages that are associated with this. They are maintenance costs, dependability on technology and security and privacy issues. The benefits however surpass all the negatives proving that it is much better than bad.