Abstract: The primary aim of this conceptual study is to examine four major instruments of e-marketing—namely mobile marketing, email marketing, web-based marketing, and marketing via social networking platforms—and evaluate their distinct impacts on consumer perception. This paper seeks to explore how these tools are strategically deployed for promotional activities and how they shape customer engagement and response. The study further delves into the structural and perceptual differences among these digital marketing approaches by synthesizing recent literature. Particular attention is given to emerging themes such as consumer trust, adaptation to mobile platforms, satisfaction levels, and permission-based email marketing. In addition, it identifies key success factors across different digital channels, offering insight into their effectiveness in shaping consumer behaviour in the contemporary digital landscape.

Keywords: E-marketing, digital promotion, mobile advertising, permission-based email marketing, web-based marketing, social media marketing.