IndexIntroductionContext of e-marketingE-marketing and e-banking in the Middle East and JordanConclusionIntroductionThe adoption of the banking system in the twenty-first century has had a great development since since the introduction of banking in the 15th century in ancient Rome. From this, we have seen how lending and exchanging money has become easy and convenient for people around the world with the adoption of e-banking systems. To understand e-banking we need to familiarize ourselves with the concept of e-marketing. It is according to Masoud (2017) who elaborates e-marketing as a global virtual network-like platform composed of services that can be provided from any particular location with only the assistance of a computer or mobile phone. It is a platform that allows buyers and sellers to advertise and interact without the burden of being in the same geographic location. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay In banks it has become convenient as you do not need to visit banks to facilitate transactions. E-marketing is a service adopted by many people from all over the world and has been a source of influence for banks adopting this ideal method. Based on literature from a specific location, such as the Middle East region, a scope related to the Jordanian banking system would be more appropriate. From Abbad's (2013) perspective, the adoption of e-banking systems by banks in Jordan has been a trend that is not fully embraced by Jordanians. This is due to the notion and belief that the pre-existing traditional banking system which involves interactions between the customer and the branch is more efficient. However, despite this misconception, El-Qirem (2013) concludes that e-banking has worked wonders in banks in terms of efficiency, speed and reliability, which goes a long way in promoting the services offered to their customers. In recent years, information technology was not as reliable especially in banks due to the complexity and slow operational nature of the systems which also proved difficult to use, thus requiring extensive training for staff which was time consuming and costly. Previous studies, in particular the one conducted by Bazazo (2017), state that it is due to the existence of these problems that more innovative systems have been adopted to try to fill the gap in demand for services offered by banks. Some of the innovations include Visa cards with which you can withdraw funds from an ATM quickly and easily. There is also mobile banking where the customer can deposit and withdraw funds from their bank accounts without having to physically be there. The other innovation is the ability to send and receive funds in the form of payments using a mobile server. These innovations have played an important role in guiding not only the services offered by the bank but also the country's economy considering that Jordan is a developing country in the Middle East. Alzubi's (2015) article argues that the application of e-banking services by banks and customers in Jordan have achieved numerous benefits which include success and convenience for the individual and the bank. For banks, the application combines the aspect of easing congestion in banks with convenience for customers, which is one of the challenges that customers have faced for decades, to the point that some choose to open bank accounts at banks that have less traffic to avoid traffic. ideas. Therefore, it was a great development for Jordanian banks to adopt the aspectsof e-banking which not only increased the profits of banks but also promoted the name of banks. The ease of cashing in and withdrawing without having to go to the bank represents a great technological innovation that is improving the nature of services unlike what has happened in recent years. If banks could fully adopt the use of these systems, they would not only offer the best of services, but also start a revolution that will change the world for the better. It is according to Rana (2016) who states that banks are willing to evolve and completely transform all their services into an online platform. However, some customers may be reluctant to contribute and adopt the new ideas due to the notions they may have or hear about the application of these services, especially among older generations who are accustomed to physical banking services. For example, charging an additional fee during deposit and withdrawal could be a factor that could turn them away from adopting it. Furthermore, the tension in transmitting all the information to the virtual platform could be a reason for non-compliance with the systems. These two factors, among others, can influence the practice of this service model. Therefore, the best strategy to adopt to encourage and motivate people to apply this method is to help them understand that the advantages of e-marketing in the Jordanian banking sector outweigh the disadvantages which are not as complex as they might seem. marketingAn interposition by Strauss (2016) states that, to understand where e-marketing comes from, we need to familiarize ourselves with marketing as a general aspect in terms of buying, selling, promoting and advertising. In recent years, before the advent of online marketing, people moved from one place to another with the intention of purchasing what they wanted. Additionally, retailers have adopted strategies that have helped promote their businesses to attract customers to their stores. Promotions consisted of advertising that could be done through print or even word of mouth, although it was not as efficient. Due to the inefficiency of these marketing methods, new advertising strategies involving the use of digital media such as television and radio were adopted and this brought a lot of success to companies advertising with these platforms. Banks that have adopted online systems have increased awareness through advertising so as to attract customers from other banks that have not adopted the system. Ruben (2016) states that the invasion of the Internet meant a complete revolution in marketing activity where some retailers thought that if they used the Internet to advertise their products and services, they would increase their chances of selling more products and also increasing their profits. The use of the Internet shows how e-marketing was born and how banks around the world have taken advantage of the situation to improve the services offered to their customers. According to Simmons (2016) in online marketing, there are several factors that enable companies as well as banks to continue providing quality services to customers. This is done through the feedback they get through comments and responses, researching and adopting new market trends that will satisfy people's demand and also the platforms used in advertising. The platforms used are very important as they determine the type of customers the company caters to and also the number it can serve comfortably without any hassles. For example, if a clothing line advertises on Instagram, it means that it is aimed more at younger generations than older ones andso the company expects to reach them more due to their high numbers. E-marketing can consist of both direct response marketing and indirect response marketing. Unlike Chernatony (2015), direct response marketing is where the bank or retailer sits on a one-on-one feedback line with a customer who comes in for a live chat or text. The importance of these models is that the consumer is able to clarify what type of services he wants from the seller and therefore the services provided are generally perceived as of good quality. On the other hand, Fosso (2015), concludes that the method of indirect response is where the consumer leaves a response for the retailer to find later and is usually not effective due to the lack of consistency in the conversation which can be distorted or produce low profits for the retailer. Banks that use e-marketing usually make sure that there is a direct connection between the customer and the bank via calls or messages. For example, a customer who wants to process a loan from a bank may choose to contact the bank for further information before the visit and if he does not receive a response he may move to another bank and this means a loss for the bank. Therefore, a consistent connection is important for this process. The background of e-marketing has been traced from traditional marketing methods only they have been innovated and improved so as to satisfy all customers and also to stay updated with technology as illustrated by Ishak (2018). Without online marketing, the services provided by banks would be poor and unreliable and this would also lead to significant losses in revenue for the banks and the country. E-marketing and e-banking in the Middle East and JordanThese are previous studies in the field of e-marketing that Man (2018) states that online marketing and online banking are considered one of the best marketing mediums due to their effectiveness and simplicity of operation. E-marketing in the Middle East has developed methodologies and tools used in promoting products and services of online banks, which constitutes an e-marketing strategy. E-marketing is a more convenient method as it helps the bank to be able to keep records of its progress. Every day more and more banks are investing in e-marketing methods as it is the most diversified way to reach more customers locally and globally. Since the invention of the Internet, online marketing in the Middle East has had a great impact on the banking sector technologically, politically and economically, as confirmed by Sharpe (2016). For example, since the invention of ATM banking in the Middle East and Jordan there has been significant growth in the region's technology and economy. It has also brought a difference in the way banks are run and managed. In Jordan, regular bank employees have been reduced in number and have hired more workers, especially IT professionals, to ensure that online marketing is efficient and available as it runs 24 hours a day to the point that a customer can access the menu of the bank comfortably from home or offices. In the Middle East content marketing has developed into e-marketing where they provide the means to learn how to create, access and control your accounts. An online interface gives the customer freedom over their finances as many customers regularly view their current balance, withdrawals and deposits, including other important information. It has been reported in the literature of Weshah (2018) that e-marketing through e-banking has brought relief from time constraints as banking hours have been extended as it is possible to make.