Advertising and marketing


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Advertising and marketing

  1. 1. Advertising and marketingin E- commerce<br />By : Devika(844) <br /> Karan(847) <br />Rohit(861)<br />
  2. 2. Introduction to online marketing process<br />Internet marketing is equivalent to creating a home page on the www with underlying assumption that “create it and the hordes will come”<br />The assumption is that the product or service stands by the technical superiority and will be recognized by the customer as being superior.<br />The change in technology requires a change in marketing philosophy .the popular direction that most of the companies adopted takes the stand of hypertext publishing environment.<br />
  3. 3. Contd….<br />The internet in recent years has been used successfully by start-up companies in promoting and disseminating their new product.<br /> ex : Netscape Communication <br />
  4. 4. Interactive marketing process on the internet <br />Step 1: Segment and identify potential customers.<br />Step 2: Create promotional ,advertising , and educational material.<br />Step 3: Put the material customers’ computer screens.<br />Step 4: Interacting with the customers.<br />Step 5: Learning from customers <br />Step 6: On-line customer service <br />
  5. 5. Step 1: Segment and identify potential customers<br />Typical segmentation approaches that need to be reengineered and carried out on the internet are as follows:<br />Demographic approach.<br />Benefit or behavioral approach.<br />Volume approach.<br />Business specialization approach.<br />Product differentiation and planning<br />
  6. 6. Step 2: Create a coherent advertising plan <br />Determine the budget for the advertisement.<br />The 4 key questions should be answered i.e<br /><ul><li>What is the ad meant to accomplish ?
  7. 7. Who should the ad “talk” to?
  8. 8. What should the ad say?
  9. 9. What advertising medium will be more effective? </li></li></ul><li>AIDA should be kept in mind while creating an ad .<br />Using interactive advertising & content –oriented advertising.<br />
  10. 10. Step 3:get the content to the customer<br />Communication medium should be clear and strong.<br />Feedback should be taken from the customer constantly.<br />
  11. 11. Step 4: Interacting with the customers.<br />Passive interaction via anonymous FTP sites.<br />Direct interaction<br />Group dialog <br />Video conferencing <br />
  12. 12. Step 5: learn from the customer <br />Continuous communication with the customers will help the company to get the inputs from them.<br />The information regarding the tracking of accesses to the company’s materials over the internet can be compared with any tangible results obtained through other channels.<br />
  13. 13. Step 6: provide customer service and support <br />On –line customer service is an essential part of the electronic commerce chain, where people are more in touch with one another than in any type of market.<br />On –line can include bulletin boards and knowledge bases provided directly by the vendor or special interest groups etc.<br />Brand loyalty through customer service should be cultivated .<br />
  14. 14. Market research<br />Data collection.<br />Data organization.<br />Data analysis and sense marketing.<br />
  15. 15. Issues in marketing and advertising <br />Product and price related topics.<br />Promotion related topics <br />Market research methods and tools<br />Managing the search space.<br />
  16. 16. Thank you!!! <br />