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    Introduction and meaning of e Introduction and meaning of e Document Transcript

    • INTRODUCTION OF E- MARKETINGBusiness taking advantage of web‟s speed, efficiency and cost effectiveness todeliver return on investment from advertisements and promotional campaigns Acts as an on line shop increasing the sales driving more users to the web sites Cisco,easy jet and IBM now achieving the majority of their sales and customer service on-lineE-marketing is also known as on-line marketing, electronic marketing, internetmarketing. it consist of two words E and marketing. „E‟ refers to internetINTERNET is the global network of interconnected networks where web pages areshared, where people send and receive data and carry out online transactionsMARKETING includes activities involved in the flow of goods and services fromproduction to consumptionIn other words E-marketing is the business activities in which flow of goods andservices over the internet.MEANING OF E- MARKETINGE-marketing is the application of marketing principles and techniques viaelectronic media specifically the internet. Use of digital technologies to help sellyour goodsor services or marketing a brand using the internet.Internet marketing is considered to be broad in scope because it not only refers tomarketing on the Internet, but also includes marketing done via e-mail and wireless 1
    • media. Digital customer data and electronic customer relationship management(ECRM) systems are also often grouped together under internet marketing.DEFINITION OF E- MARKETINGE- marketing is a total system of interacting business activities designed to plan,promote and distribute want‟s satisfying products to present and potentialcustomers over the internetTYPES OF E- MARKETING Banner Advertisements Banner advertising is mostly used for driving awareness of your product or Offer with your target market. It can also drive response if you have a call to Action. Banners advertisements are a popular form of advertising and come In different shapes and sizes as you can see on large portal websites Sponsorship Closely associates content with the advertiser and is suitable for corporate Branding and creating awareness. When you sponsor a web site online, your Brand takes on the attributes of that site. For example, if a bank sponsors a Real estate site, then one could say that the user has come to that site to find House and they could then go to the bank‟s site to seek finance. 2
    • Classifieds ListingsLike newspaper classifieds, online classifieds are a powerful way to placeyour business in front of people who are ready to buy. The strength of onlineclassifieds over offline classifieds is that users can search for exactly whatthey want very quickly through clever indexing technology (product, price,location, etc)., Also,Because of the technology advantage, online classifieds extend not just totraditional classifieds but also online auctions which offer a whole new wayof selling products and services.Examples of online classifieds include www.tradingpost.com.au andwww.yellowpages.com.auExamples of online auctions include www.ebay.com.auEmail MarketingEmail marketing can be done in two ways:The first is to place advertising or a message in someone else‟s emailnewsletter. For example, when you receive a newsletter from The Ageonline, it will contain advertiser Messages and usually a small displaybanner advertisement. This is a great way to neatly target your audience.The second form of email marketing is by actually publishing an emailmarketing communication or newsletter yourself to your customers.Partnership or affiliate marketingAdvertisers selling goods online can develop networks of „affiliates‟ that putup banner advertisements or 3
    • Other links on their own websites in return for a proportion of the business generated. This is a great way to Limit the risk of advertising by only paying for successful sales. Examples of affiliate marketing are available at: www.commissionmonster.com.au www.amazon.com Search Engine Marketing Apart from email, more people search the Internet using search engines such as Google and Yahoo more than any other application. Most people who don‟t know where to find what they are looking for on the World Wide Web start at a search engine. Therefore, if your business is not known by everyone, and even if you Are, a great way to get noticed is to get your website listed on a search engine. It is important to make sure your site is registered with all the major search engines. Some of these are free, others cost money. If you have a little more money you can actually buy. Keywords for example, if you are a plumber and you buy the word “plumbing”, your website will be returned to the results page following.CHARACTERSTICS OF E- MARKETING  LONGEVITY  REACH  ACCOUNTABILITY  FLEXIBILITY 4
    • LONGEVITYThe Internet is a long-lived medium. Once a site is online, it‟s possible to keep itthere indefinitely at negligible cost. What is more, the longer a page is online, thebetter it is likely to perform in search engine rankings. And the more pages a sitehas, the more page views it is likely to get. Plan landing pages for the long term –landing pages that will continue to receive exposure after a banner campaign hasrunREACHEveryone knows that an online campaign has an enormous potential reach. Ahandful of websites or online campaigns reach large numbers of Internet userswithin a short space of time through their virality alone, although most have to relyon other factors. Internet users are fickle, and it is nigh on impossible to guaranteevirality (although smut and the misfortune of others seem to be fairly safe bets). AsI noted above, the reach of a site/page increases over time. Make content“linkable” (especially for blogs) by providing content of interest and quality – thiswill increase the reach of your website more quickly as people discover the siteand link to it.ACCOUNTABILITYThe success of Internet campaigns can be more exactly quantified and qualifiedthan those in any other medium. A media planner may tell us that a magazine has acirculation of so-and-so million, and focus group testing may tell us that a group of 5
    • people found a certain visual attractive, but we can never know what happenswhen an advertisement is actually published in a magazine, at the face-to-pagelevel.FLEXIBILITYWhich is where the flexibility that the Internet provides comes in. Hypertextdocuments and data are stored digitally and are delivered on-the-fly and ondemand. They can be edited at any time (depending on the sleeping habits of theweb-developer responsible). Respond to the analysis of an online marketingcampaign by fine-tuning as required. Consider why the targets set are not beingmet sufficiently, and try something different. The Internet as a medium isconducive to a degree of trial and error – make use of this characteristic to refine arunning campaign or website. It is a characteristic that only the online elements inthe marketing mix contain, and it is fatal not to make use of it.OBJECTIVES OF E-MARKETING Increase market shares Increase sales revenue Reduced costs Increased brand awareness Better database Better CRM Improve Supply Chain Management 6
    • HOW E-MARKETING IS BETTER THANTRADITIONAL MARKETIGREACHThe nature of the internet means businesses now have a truly global reach. Whiletraditional media costs limit this kind of reach to huge multinationals, eMarketingopens up new avenues for smaller businesses, on a much smaller budget, to accesspotential consumers from all over the world.SCOPEInternet marketing allows the marketer to reach consumers in a wide range of waysand enables them to offer a wide range of products and services. eMarketingincludes, among other things, information management, public relations, customerservice and sales. With the range of new technologies becoming available all thetime, this scope can only grow.INTERACTIVITYWhereas traditional marketing is largely about getting a brand‟s message out there,eMarketing facilitates conversations between companies and consumers. With atwoway communication channel, companies can feed off of the responses of theirconsumers, making them more dynamic and adaptive. 7
    • IMMEDIACYInternet marketing is able to, in ways never before imagined, provide an immediateimpact. Imagine you‟re reading your favourite magazine. You see a double-pageadvert for some new product or service, maybe BMW‟s latest luxury sedan orApple‟s latest iPod offering. With this kind of traditional media, it‟s not that easyfor you, the consumer, to take the step from hearing about a product to actualacquisition.With eMarketing, it‟s easy to make that step as simple as possible, meaning thatwithin a few short clicks you could have booked a test drive or ordered the iPod.And all of this can happen regardless of normal office hours. Effectively, Internetmarketing makes business hours 24 hours per day, 7 days per week for every weekof the year. By closing the gap between providing information and eliciting aconsumer reaction, the consumer‟s buying cycle is speeded up and advertisingspend can go much further in creating immediate leads.DEMOGRAPHIC AND TARGETTINGGenerally speaking, the demographics of the Internet are a marketer‟s dream.Internet users, considered as a group, have greater buying power and could perhapsbe considered as a population group skewed towards the middle-classes.Buying power is not all though. The nature of the Internet is such that its users willTend to organise themselves into far more focussed groupings. Savvy marketerswho know where to look can quite easily find access to the niche markets theywish to target.Marketing messages are most effective when they are presented directly to theAudience most likely to be interested. 8
    • ADAPTIVITY AND CLOSED LOOP MARKETIGClosed Loop Marketing requires the constant measurement and analysis of theresults of marketing initiatives. By continuously tracking the response andeffectiveness of a campaign, the marketer can be far more dynamic in adapting toconsumers‟ wants and needs. With eMarketing, responses can be analysed in real-time and campaigns can be tweaked continuously. Combined with the immediacyof the Internet as a medium, this means that there‟s minimal advertising spendwasted on less than effective campaigns. Maximum marketing efficiency fromeMarketing creates new opportunities to seize strategic competitive advantagesIMPORTANT TOOLS OF E- MARKETING Email Marketing Online Advertising Affiliate Marketing SEO PPC Social Media. ORM Web PR 9
    • E MAIL MARKETING A form of direct marketing that uses electronic means to deliver commercialmessages to an audience. It is extremely cost-effective, highly targeted,Customisable on a mass scale and completely measurable – all of which make itone of the most powerful digital marketing tactics.Email marketing is a tool for building relationships with both potential and existingCustomers. It should maximise the retention and value of these customers,ultimately leading to greater profitability for the organisation as a whole.A targeted, segmented email database means that a brand can direct messages atcertain sectors of their customer base in order to achieve the best resultsONLINE ADVERTISINGOnline advertising encompasses advertising in all areas of the Internet - searchengine results pages, adverts placed in emails, adverts placed on social networksand adverts on the Google display network.The main objective of advertising is to increase sales by raising brand awarenessonline. It can also be more interactive and therefore less disruptive than traditionaladvertising or non-interactive online advertising, as users can choose to engagewith the advert or not. Online advertising can be optimised by targeting it tocertain geographies and specific markets and contextualising it.AFFILIATE MARKETINGAffiliate marketing is a system of reward whereby referrers are given a “finder‟sfee” for every referral they give. 10
    • Online, affiliate marketing is widely used to promote websites, with the referrersbeing rewarded for every visitor, subscriber or customer provided through theirefforts. It is thus a useful tactic for branding and acquisition.SEOThis is the practice of optimising a website in order to rank higher on the searchengine results pages. SEO involves working with the parameters set by searchengines to ensure that search engines index it when people enter a search term thatis relevant for a product or service.SEO has a key role to play in acquisition, as it ensures your organisation‟s offeringwill appear in the search results, allowing you to reach potential customers. A sitethat is optimised for the search engines is also a site that is clear, relevant and welldesigned. These elements ensure a great user experience, meaning that SEO playsa role in retention too.PPCIn a pay per click or PPC system of advertising, the advertiser only pays for eachclick on their advert. It is most often used for the advertising on search engineresults pages; it is also used in banner advertising (where the advertiser pays perClick on their banner).For the advertiser, the beauty of PPC adverts lie in the fact that they are keywordbased. This means an advert will come up in response to the search terms enteredby the consumer. PPC therefore plays a role in acquisition and retention. It allowsthe advertiser to reach people who are already in the buying cycle or are expressinginterest in what they have to offer.SOCIAL MEDIA 11
    • Social media, also known as consumer generated media or Web 2.0 are media(in the form of text, visuals and audio) created to be shared. It has changed the faceof marketing by allowing collaboration and connection in a way that no otherchannel has been able to offer. From a strategic perspective, social media is usefulfor branding, raising awareness of the brand story and allowing the consumer tobecome involved in the story through collaboration. Social media platforms alsoplay a role in building awareness, due to their shareable, viral nature.They can alsoprovide crowdsourced feedback via open graphs and social analytics systemsORMOnline reputation management (ORM) is the process by which a brand monitors,measures and manages the conversations that are happening around it online. ORMcan have a huge impact on a brand‟s reputation and its bottom line. It is onlythrough listening to conversations being carried outby its customers and potential customers that an organisation can adequatelyrespond and manage its situation in the market. ORM speaksto acquisition, engagement and participation. An effective ORM tool can assist acompany in engaging with its customers where relevant and providing betterservice by responding to queries and complaints. The insights gained from ORMshould be considered when evaluating andoptimising strategic direction.WEB PRPublic relations are a set of functions that foster an organisation‟s ability to listento, appreciate and respond to those people with whom it is exchanging value.While traditional PR focuses on carefully crafted press releases and a controlled 12
    • release of information, the Internet means that information is freely available to awider audience, as opposed to a select group of journalists.WebPR allows companies to engage in a more immediate form of communication.Unlike the traditional press release, WebPR is about connecting with customers.It is used to connect with customers and enhance brand awareness, exposure andSEO efforts.TERMS RELATED TO E- MARKETING E- COMMERCE E- BUSINESS E- ADVERTISINGE-COMMERCEElectronic commerce is an emerging concept that describes the process of buyingand selling or exchanging of products, services, and information via computernetworks including the internet.Electronic commerce is a modern business methodology that addresses the needsof organisation, merchants and consumers to cut costs while improving the qualityof goods and services and increasing the speed of service delivery. E- Commercerefers to the paperless exchange of business information using electronic datainterchange, electronic mail, electronic bulletin board, electronic fund transfer andother network- based technologiesE-commerce also applies to the use of internet network to search and retrieveinformation in support of human and corporate decision making 13
    • E-BUSINESSIt refer to a broader definition of E-commerce, not just buying and selling but alsoservicing customers and collaborating with buisness partners, and conductingelectronic transaction with in an organization. E- Buisness is all about cycle time,speed globalization enhanced productivity, reaching new customers and sharingknowledge across institution for competitive advantage.E-Business means utilising electronic medium in every day business activities.There are several levels of involvement in when it comes to e-Business. Forexample where one organisation relies completely on e-Business the second onemay choose a mixed presence and means doing businessE-ADVERTISINGElectronic advertising form of advertising that uses the Internet and World WideWeb in order to deliver marketing messages and attract customers. Examples ofonline advertising include contextual ads on search engine results pages, bannerads, Rich Media Ads, Social network advertising, online classified advertising,advertising networks and e-mail marketing, including e-mail spam.The most common ways in which online advertising is purchased are* CPM (Cost per Impression) is where advertisers pay for exposure of theirmessage to a specific audience. CPM costs are priced per thousand impressions. 14
    • The M in the acronym is the Roman numeral for one thousand.* CPV (Cost per Visitor) or (Cost per View in the case of Pop Ups and Unders) iswhere advertisers pay for the delivery of a Targeted Visitor to the advertiserswebsite.* CPC (Cost per Click) is also known as Pay per click (PPC). Advertisers payevery time a user clicks on their listing and is redirected to their website. They donot actually pay for the listing, but only when the listing is clicked on. This systemallows advertising specialists to refine searches and gain information about theirmarket. Under the Pay per click pricing system, advertisers pay for the right to belisted under a series of target rich words that direct relevant traffic to their website,and pay only when someone clicks on their listing which links directly to theirwebsite. CPC differs from CPV in that each click is paid for regardless of whetherthe user makes it to the target site.DIFFERENCE BETWEEN E- COMMERCE, E-BUSINESSAND E- MARKETINGE- BUSINESS 15
    • is a very broad entity dealing with the entire complex system that comprises abusiness that uses electronic medium to perform or assist its overall or specializedbusiness activities.E-COMMERCEis best described in a transactional context. So for example an electronictransaction of funds, information or entertainment falls under the category handledby principles of e-Commerce. Technically e-Commerce is a part of e-Business.E- MARKETINGis also a part of e-Business that involves electronic medium to achieve marketingobjectives. E-Marketing is set on a strategic level in addition to traditionalmarketing and business strategy.ELECTRONIC PAYMENT SYSTEMCREDIT CARDThe most common electronic payment method is credit card. A credit card is asmall plastic card with a unique number, which identifies the account. The creditcard also has an expiration date and its own identification number most credit cardalso have a magnetic strip embedded in it for automatic entry via card reader 16
    • When you own a credit card, the credit card issuer bank support s you financiallyto buy products at the time of purchasing. When you purchase something and payby a credit card, you can pay the bank back after a certain time periodDEBIT CARDSimilar to credit card, a debit card is a small plastic card with a unique number,which identifies the account. The debit card also has an expiration date and its ownidentification number. If you have the debit card of a bank, it is necessary to havean account in that bank. When you use the a debit card, the money is deductedimmediately from your account unlike with credit cardsDebit cards are accepted at many location including grocery stores, retail stores,restaurants etc. 17
    • E- CASHIt is widely used for micro payment on internet when you pay online via E- cash,the amount is directly transferred from your bank account to the merchants accountwithout any medium in betweenNATIONAL ELECTRONIC FUND TRANSFER (NEFT)It is a popular electronic method, transfer a money value from one bank account toanother in same or different bankE- MARKETING STRATEGIES  The Offer: Product strategies – Existing products sold online or new products offered to the customers  The Value: Pricing strategies – Dynamic pricing and Online bidding  Distribution strategies – Direct marketing and Agent E Business models  Marketing Communication strategies 18
    •  Relationship Management strategies – CRM software + customer behavior = comprehensive databaseOPPORTUNITIES OF E- MARKETING  Internationally more than 33% of surfers buy online  E Marketing reduces prices  Huge potential for growth (70% rural population)  E Intermediaries  Affordable computers and internet connectivity  Desire of the customers  Cheaper technology 19
    • MERITS OF E-MARKETIG  Global Reach  Lower Cost  Trackable/Measurable Results  24 Hour Marketing  Shorter Lead Terms  A Level Playing Field  Personalization  One-to-One Marketing  Better conversation Rate  More Interesting Campaigns  Democratization of advertising  Reach: Collapsing barriers of time & space  Lower risk of product / services innovation  Lower cost / higher ROI  Scalability  Ability to coalesce and reach increasingly fragmented markets  Streamline business process 20
    • DEMERITS OF E- MARKETING  Touch or feel  Slow internet connectivity  Spam  Cost increases as per the attractiveness of website  Virus containing websites  Credit/debit cards may be tracked  Pop-up disturbances  Fear of loss of privacy 21
    • ONLINE WEBSITES • infibeam.com • amazon.com • letsbuy.com • indiaplaza.in • Ebay.com • Yebhi.com • Flipkart.com 22
    • CONCLUSION The leading business concerns have already adopted e-marketing system in order to derive a good return Good sign that it has been developing day by day in order to deliver best products, best service to the customer/public in their done step in actual price as well as develop the promotion of sale in low cost and less time. Converted the global market into village market Should encourage the e-marketing system for the easy living of future generation. 23
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