IntroductionElectronic marketing is defined as “a type of electronic commerce that achieves marketing objectives through the use of electronic communications technologies such as the Internet , mobile phones, e-mail and databases” (Smith and Chaffey, 2005). Smith and Chaffey (2005) highlight the following points:1. It should not be the technology that drives electronic marketing, but the business benefits gained from gaining new customers and maintaining relationships with existing customers.2. Electronic marketing does not occur in isolation, but is most effective when integrated with other communication channels such as telemarketing, direct mail, personal selling, advertising, sales promotion and other promotional techniques3. Electronic marketing should be based on knowledge of customer needs, developed by researching their characteristics, behavior, what they value and what keeps them loyal.4. Online channels should also be used to support the entire purchasing process, from pre-sales to post-sales, and to further develop customer relationships where appropriate.5 . Web and email communications should be personally tailored to individual buyers based on information obtained through research. This article will explore the evolution of market research and intelligence, assess the key external factors that have driven or inhibited the development of e-marketing, show the growth, and access the level of commitment to e-marketing in the sales industry retail. Market Research and Intelligence Market research is a systematic approach to collecting, analyzing and reporting data relevant to a company's specific marketing situation. There are many sources for collecting this data, including internal sources, periodicals, trade data, and government publications. A business can also hire a market research company to conduct a customized specialized research marketing strategy. Market research information is then used to discover market opportunities, estimate future demand, or investigate buyer intentions. Market intelligence supports the business objective of identifying trends, government regulations that affect this industry or analyzing market segments. Retailers use market intelligence by sending shoppers to their establishment to learn how employees treat customers and to access overall customer service. This information is then used to make improvements or access market opportunities. Growth and Development of Electronic Marketing in the Retail Industry In the past, retailers used advertisements, print advertisements and Sunday sales flyers to market their products to customers. In today's age of technology, these media alone simply won't work. Today's retailers "are focused on driving traffic to their site, driving commerce, or both." The tactics primarily revolve around affiliate and search marketing, targeted cost-per-click, and cost-per-sale display advertising. From a site perspective, advertisers have worked to improve the site. usability and design.