“Technology changes people”. (Wind & Mahajan, 2002, p. 44) Modern human interactions, whether at a social or business level, occur more frequently over a digital medium. The world is becoming more virtual rather than physical and with that a “digital revolution” is occurring. Many organizations have sought to take advantage of this transition in the form of interactions in order to gain competitiveness and increase their business performance. One such technology emerging from this digital revolution is electronic marketing (e-marketing). To evaluate this emerging technology, you can ask 3 relevant questions that can be answered later through a literature review related to the topic of e-marketing. The following questions are relevant in analyzing this emergency; 1) Does the adoption of e-marketing provide organizations with a competitive advantage? 2) What are the opportunities and threats associated with the adoption of e-marketing? 3) Will e-marketing play a significant role in business in future? An analysis of multiple academic documents will seek to address relevant and stated questions in order to produce a clearer interpretation of the emergence of e-marketing and its future potential roles in business. Does adopting e-marketing provide organizations with a competitive advantage? Wu, Mahajan, and Balasubramanian (2003) conducted a study on the telecommunications, computer hardware, semiconductor, and manufacturing equipment business sectors to identify the effects of e-business and thus e-marketing adoption on business performance. The research found that "e-business adoption" is based on the use of e-business for: internal administration...... middle of paper......moving from demand generation for stock on offer, to e-marketing acting as touchpoints to place orders which will lead to subsequent production to fulfill that specific order. That order will also likely be unique, as customer design of products or services will be an important feature in the future according to the literature of Sheth & Sharma (2005), Watson et al (2002) and Wind & Mahajan (2002) . With regards to identifying which companies will be successful and gain a competitive advantage through the adoption of e-marketing, Day & Bens (2005) states that those companies that are most effective in successfully managing their relationships with customers are the entities that prepare to benefit the most from exposure to e-marketing. These “relationship leaders” have the expertise to reduce the risk of their long-term customers switching suppliers.