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E marketing

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  • 1. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1Introduction to E - marketing
  • 2. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-marketing/Online marketing/Internet Marketing/ andMobile marketing is the process of growing and promoting anorganization using online media.E-Marketing can also be defined as a subset of E-Business thatutilises electronic medium to perform marketing activities andachieve desired marketing objectives for an organisation.Ties together creative and technical aspects of the internet,including design, development, advertising and sales.What is E-Marketing?
  • 3. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE marketing methods includeSearch engine marketing,Display advertising,E-mail marketing,Interactive advertising andViral marketing.E-Marketing methods
  • 4. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-Marketing StrategyE marketing strategy includesall aspects of online advertising products, services, andwebsitessearch engine marketingpublic relationssocial mediamarket researchemail marketingdirect sales
  • 5. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingWhat is E-Business“Utilising electronic medium in every day business activities.”Or“Any business process that relies on an automated informationsystem”E-BusinessE-MarketingE-MarketingInteractiveMarketingInteractiveMarketing
  • 6. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingDifference between e-Business, e-Commerce and e-MarketingE-Business : a very broad entity dealing with the entire complexsystem that comprises a business that uses electronic medium toperform or assist its overall or specialised business activities.E-Commerce : best described in a transactional context. Forexample an electronic transaction of funds, information orentertainment technically e-Commerce is a part of e-Business.E-Marketing : a part of e-Business that involves electronicmedium to achieve marketing objectives set on a strategic levelin addition to traditional marketing and business strategy.
  • 7. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingAdvantages of E-MarketingReduction in costs through automation and use ofelectronic mediaFaster response to both marketers and the end userIncreased ability to measure and collect dataOpens the possibility to a market of one throughpersonalisationIncreased interactivity
  • 8. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingDisadvantages of E-MarketingLack of personal approachDependence on technologySecurity, privacy issuesMaintenance costs due to a constantly evolving environmentHigher transparency of pricing and increased price competitionWorldwide competition through globalisation
  • 9. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingSecurity ConcernsMany consumers hesitant to buy items over the Internetbecause they do not trust that their personal information willremain private.Some companies that do business online have been caughtgiving away or selling information about their customers.Encryption is one of the main methods for dealing with privacyand security concerns on the Internet.Encryption is defined as the conversion of data into a formcalled cipher.
  • 10. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingEffects of E-marketing on IndustriesLarge impact on several industries including music, banking,and book publishing, the advertising industry, etc.Music industry-many consumers have begun buying anddownloading music files (e.g. MP3s) over the Internet instead ofbuying CDs.Banks…•Offering the ability to perform banking tasks online•Online banking more convenient than visiting bankbranches•Online banking- the fastest-growing Internet activity
  • 11. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingEffects of E-marketing on IndustriesInternet auctions•Unique items being sold on eBay•Affecting the prices in the industry•Buyers and sellers often look at prices on the websitebefore going to other markets•Flea market sellers -putting their items up for sale onlineand running their business out of their homes.Ad industry•Advertisers increasing and shifting more of their budgetsonline•Overtaking radio in terms of market share.Search engine marketing & Email marketing -growing attremendous rates.
  • 12. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHow does E-marketing relate to E-BusinessApplications of E-Business can be divided into three categories:1) Internal Business systems2) Business Communication and Collaboration3) Electronic Commerce
  • 13. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHow does E-marketing relate to E-Business1) Internal Business System:• Customer Relationship Management (CRM)• Enterprise Resource Planning (ERP)• Document Management Systems• Human Resources Management2)Business Communication and Collaboration:• VoIP• Content Management System• E-mail• Voice mail• Web Conferencing
  • 14. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHow does E-marketing relate to E-Business3) Electronic commerce (E-commerce):Buying and selling of products or services over electronic systemssuch as the Internet and other computer networks.•electronic funds transfer•supply chain management•e-marketing/online marketing•online transaction processing•electronic data interchange (EDI)•automated inventory management systems•automated data collection systems
  • 15. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHow does E-marketing relate to E-BusinessE-commerce can be broadly divided into three categories:•Internet Shopping•Supply Chain Management•Online Marketing
  • 16. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingWhat is Internet?•Worldwide, publicly accessible series of interconnectedcomputer networks that transmit data by packet switching usingthe standard Internet Protocol (IP)•“Network of networks" that consists of millions of smallerdomestic, academic, business, and government networks, whichtogether carry various information and services, such aselectronic mail, online chat, file transfer, and the interlinkedWeb pages and other documents of the World Wide Web.
  • 17. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHistory of Internet• J.C.R. Licklider of MIT, first proposed a global network ofcomputers in 1962.• Defence Advanced Research Projects Agency (DARPA) in late1962.• Lawrence Roberts of MIT connected a Massachusettscomputer with a California computer in 1965 over dial-uptelephone lineARPANET:•Initially connected four major computers at universities in thesouthwestern US (UCLA, Stanford Research Institute, UCSB, andthe University of Utah) and went online in December 1969.•In 1991, the first really friendly interface to the Internet wasdeveloped at the University of Minnesota.
  • 18. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHistory of InternetCERN:•In 1989, Tim Berners-Lee and others at the EuropeanLaboratory for Particle Physics, more popularly known as CERN,proposed a new protocol for information distribution.•This protocol, which became the World Wide Web in 1991, wasbased on hypertext--a system of embedding links in text to linkto other text, which is used when a text link is selected whilereading these pages.
  • 19. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHistory of InternetGraphical Browser MOSAIC:•In 1993-the graphical browser Mosaic by Marc Andreessen andhis team at the National Center for Supercomputing Applications(NCSA)•Andreessen moved to become the brains behind NetscapeCorp., which produced the most successful graphical type ofbrowser and server•Microsoft developed Internet Explorer-full scale entry into thebrowser, server, and Internet Service Provider market
  • 20. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHistory of InternetWIRELESS:•The wi-fi "hot spots" -can connect while away from the home oroffice.•Many airports, coffee bars, hotels and motels now routinelyprovide these services, some for a fee and some for free.wiMAX:•Almost everywhere is a "hot spot"•Municipal wi-fi or city-wide access•wiMAX offering broader ranges than wi-fi•Verizons EV-DO, and other formats
  • 21. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingHistory of InternetGrowth of smaller devices:•Small tablets,•Pocket PCs,•Smart phones,•Game machines, and•GPS devices
  • 22. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingInternet Access•dial-up,•landline broadband (over coaxial cable, fiber optic or copperwires),•Wi-Fi,•satellite and•technology 3G cell phonesPublic places to use the internet:•libraries and Internet cafes,•airport halls•coffee shops,•"public Internet kiosk",•"public access terminal",•"Web payphone”• Wi-Fi-cafes
  • 23. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingCommon uses of the InternetE-mailThe World Wide Web•Search Engines•Publishing of ideas and information•Encyclopedias & libraries•Weblogs•Social network servicesRemote access•working from home,•collaboration and information sharing in many industries•Virtual Private Network (VPN)File sharing• "shared location“ for instant use by colleagues•print publications, software products, news, music, film,video, photography, graphics and the other arts
  • 24. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingCommon uses of the InternetStreaming media•Radio and television broadcasters provide Internet feeds oftheir live audio and video streams•Time-shift viewing or listening such as Preview, Classic Clipsand Listen Again features•Internet broadcasters who never had on-air licenses•Podcasting-with little censorship or licensing control, tobroadcast audio-visual material on a worldwide basisVoice telephony (VoIP)•began as an optional two-way voice extension to InstantMessaging systems•as easy to use and as convenient as a normal telephone•free or cost much less than a normal telephone call•increasingly popular within the gaming world, as a form ofcommunication between players.•Popular gaming VoIP clients include Ventrilo and Teamspeak,
  • 25. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingCommon uses of the InternetLeisure Time Activities•entertaining social experiments such as MUDs and MOOsbeing conducted on university servers•humor-related Usenet groups•games and funny videos•pornography and gambling•multiplayer gaming•download music, movies and other works•to plan and book holidays•to find out more about their random ideas and casualinterests•Friends Reunited and many like them put and keep peoplein contact for their enjoyment
  • 26. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingCommon uses of the InternetMarketing•fastest way to spread information to a vast amount ofpeople simultaneously•revolutionized shopping•personalized marketing which allows a company to marketa product to a specific person or a specific group of people
  • 27. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-marketing vs. Traditional marketingThe benefits of E-marketing over traditional marketingReach•truly global reachScope•to reach consumers in a wide range of ways•to offer a wide range of products and services•includes, among other things, information management,public relations, customer service and salesInteractivity•two-way communication channel,•companies can feed off of the responses of their consumers,•more dynamic and adaptive
  • 28. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-marketing vs. Traditional marketingImmediacy•from hearing about a product to actual acquisition within afew short clicks•24 hours per day, 7 days per week for every week of theyear•closing the gap between providing information and elicitinga consumer reaction•advertising spend creating immediate leadsDemographics and targeting• skewed towards the middle-classes•greater buying power•perfect environment for niche marketing to targetedgroups.
  • 29. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-marketing vs. Traditional marketingAdaptively and closed loop marketing•constant measurement and analysis of the results ofmarketing initiatives•responses can be analysed in real-time•minimal advertising spend wasted on less than effectivecampaigns•far more dynamic in adapting to consumers wants andneeds•Maximum marketing efficiency-happier customers and animproved bottom line
  • 30. Sub: E-Marketing, Sem:3, Prepared by: Bhautik ShethUnit – 1 Introduction to E -marketingUnit – 1 Introduction to E -marketingE-marketing – Past, Present and future•New encryption methods and secure site technology•Internet as essential a business tool as the phone and FAX•From static sites to dynamic and personalized sites•From broadcasting to narrowcasting•From information dissemination to actual commerce•“information glut” of unimaginable proportions,•Web sites that run into the millions of dollars to build andmaintain,•Massive data warehouses about consumers that are networkedtogether across companies and continents.•Incredible rise in the mobile as a new interactive device

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