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E-MARKETING
Presented by :
David Robertson : 18030141078
Ahmed Hassane Ahmed Dabouga: 18030141078
Priyanka Tripathi: 18030141050
MBA-IT 18-20 (SEM III)
Introduction
The internet has pulled the world closer to each other in different forms.
One these forms is through the business and marketing sector. Electronic Marketing also know as
e-marketing developed due to the broad activities being conducted with technologies which is
mainly the internet.
E-marketing is also known as web marketing and online marketing.
Definition
 E-marketing is simply using electronic technology to perform marketing activities.
 All activities a business conducts via world wide web(www) involving the business.
 This involves using digital technologies to help sell goods and services.
 E-Marketing is the process of promoting a brand, product or service over the internet.
History
From
WWW(internet)
TO Email TO Search
Engines(Indexing
Traditional Marketing vs E-Marketing
Activity Traditional Marketing E-Marketing
Advertising Uses standard media such as
television, newspapers and
magazine to present limited
information.
Distributes more of the needed
information through the
internet with extensive design.
Customer Service Provides limited customer
services both over phone and in
person such as 5 days a week
and 8 hours in a day.
Provides access to customer
service personnel 24/7 for
maximum satisfaction.
Selling Physical demonstration of
product or service to
encourage the customer to buy.
Easy to come by videos of
extensive use of products and
services can be found online.
Research Uses individual face-to-face
interviews, focus groups and
phone surveys
Uses e-mail questionnaires and
focus groups over the internet.
Framework for Objectives
 The objectives are what businesses aim to achieve through e-marketing. They serve as an
incentive to focus and mark to be attained within a business. The Five S framework is an
effective tool for developing e-marketing objectives. They are:
 1. Sell – using the internet to sell products and services
 2. Serve – using the internet to serve customers
 3. Speak – using the internet to communicate with customers (both existing and potential)
 4. Save – using the internet to save/ reduce cost
 5. Sizzle – using the internet to build brand identity
Objective Setting
Objectives being set by a business around e-marketing have to meet some requirements to be
effective. They are:
 Specific: Specify what is to be achieved and also when.
 Measurable: Expressed in measurable terms such as key performance indicators, outcomes,
numbers, percentage, dollars.
 Action-oriented: State which actions need to be taken and who will take them
 Realistic: Achievable with the resources available
TWIST OF E-MARKETING
The main functions of the internet has integrated all the functions into business and hence e-
marketing;
 Communication
 Information
 Entertainment
TYPES OF E-MARKETING
1. Social Media Marketing: This is the process of acquiring attention and sales through the use of
social media platforms such as Facebook, Instagram and Twitter. It focuses on building a
community and making deep relationships with customers.
2. Influencer Marketing: This is the marketing process of working with influencers to promote a
product or service to their online following. Sometimes micro-influencers such as average
people with a steadily good amount of following are more effective than celebrities as
influencers.
3. Affiliate Marketing: This is simply referral marketing. Internet marketers and external
websites are paid for the traffic and sales they generate. This type of marketing is
intertwined between content, social media and influencer marketing.
4. Email marketing: This is the process of using email to send direct marketing messages to
people in an effort to gain new customers. This type of marketing is four times higher in
getting returns compared to the other types.
…
5. Content Marketing: This is the process of consistently creating, distributing and promoting
relevant online materials that are strategically designed to attract, engage and convert your
target market into customers. E.g. Blogs, Videos, Podcasts and Infographics.
6. Search Engine Optimization(SEM & SEO): This type of marketing that deals with the process of
optimizing websites and digital content to improve search engine rankings and in turn maximizes
the number of visitors to a particular webpage.
7. Paid Advertising: Paid advertising is a form of internet marketing where advertisers pay to
show their adverts on search engines and other online platforms. This is often referred to as Pay-
per-click(PPC), meaning advertisers pay a fee each time a user clicks on one of their ads.
STRATEGIES
 Promotion
 Personalization
 Customer service
 Advertisement
 Web Design appeal
 Email and SMS blast
 Social media
Nature of e-marketing
 The nature of e-marketing is the science and art that works in the background of e-marketing
practices. Some of the elements to consider are as follows:
 Human Activity: The original human state is a desire for satisfaction and due to the advances
made through the internet people require their needs to be met in simple steps through the
internet.
 Consumer-oriented: A business exists to satisfy the needs of people. Hence, a business must
find out what the desire of the customer is and approach the business activities in that line.
…
 Goal oriented: E- marketing seeks to satisfy the desires of both the buyers and sellers through
human needs. The ultimate goal is to make profit or realize a value in the long run.
 Customer Interaction: E-marketing breaches the gap between manufacturers, buyers and
sellers by the use of technologies such as internet and mobile phones.
Scope
 Internet marketing
 Viral marketing
 E-advertising
 E-branding
 Tele-shopping
 Search engine marketing
CAPABILITIES
 Buying journey management
 Content operation
 Customer engagement
 Customer knowledge management
 Persona management
ADVANTAGES OF E-MARKETING
 Cost effective
 Improves customer and seller relationship
 Convenient
 Personalization
 Increase Interactivity
 Faster response
DISADVANTAGES OF E-MARKETING
 Dependability on technology
 Security issues
 World wide competition through globalization
 Customer limitation
CHALLENGES
 Reputation: The internet is the most cost effective branding medium available these days but
it can also be the most sensitive in terms of critique. A half-baked presentation of a product or
service can lead to a bad reputation and branding of a business in the eyes of the public.
 Marketing Integration: Most marketing departments of any business use multiple channels to
market their products. There must be proper co-ordination among all marketing efforts but if
one part is delivering a different information from the other it gives a bad impression. Most
companies do not pay much attention to integration
…CHALLENGES
 Security and Privacy: Most people do not completely trust Web companies and are careful
about offering information about themselves on the cyberspace. This is true when companies
that collect data are exposed to spammers, scammers and vulnerable to attacks.
 Brand Awareness: This is particularly a big challenge for companies that primarily use the
Internet to sell their products and services. This is because unlike traditional advertising (such
as television, radio, billboard, and print) in which the campaign's message can be reinforced
and repeatedly introduced to consumers at the marketers' will, online adverts can be shut off
by users. Web companies are therefore challenged to be more innovative in their advertising
strategies.
OPPORTUNITIES
 24/7 Presence
 Improve credibility
 Better prices
 Offer convenience
 Growth opportunity
EXAMPLES OF E-MARKETING SITES
 OLX
 Flipkart
 eBay. In
 Tradus.com
 FuturBazaar
 Infibeam
 Homeshop
 Yebhi
 Snapdeal
CONCLUSION
In conclusion, this shows e-marketing impacts businesses in a major way but when done
effectively , it serves as a good potential to connect with and engage customers. With regards to
technology e-marketing will also keep evolving with the needs of people.
THANK YOU

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E-Marketing: A Generic Study

  • 1. E-MARKETING Presented by : David Robertson : 18030141078 Ahmed Hassane Ahmed Dabouga: 18030141078 Priyanka Tripathi: 18030141050 MBA-IT 18-20 (SEM III)
  • 2. Introduction The internet has pulled the world closer to each other in different forms. One these forms is through the business and marketing sector. Electronic Marketing also know as e-marketing developed due to the broad activities being conducted with technologies which is mainly the internet. E-marketing is also known as web marketing and online marketing.
  • 3. Definition  E-marketing is simply using electronic technology to perform marketing activities.  All activities a business conducts via world wide web(www) involving the business.  This involves using digital technologies to help sell goods and services.  E-Marketing is the process of promoting a brand, product or service over the internet.
  • 4. History From WWW(internet) TO Email TO Search Engines(Indexing
  • 5. Traditional Marketing vs E-Marketing Activity Traditional Marketing E-Marketing Advertising Uses standard media such as television, newspapers and magazine to present limited information. Distributes more of the needed information through the internet with extensive design. Customer Service Provides limited customer services both over phone and in person such as 5 days a week and 8 hours in a day. Provides access to customer service personnel 24/7 for maximum satisfaction. Selling Physical demonstration of product or service to encourage the customer to buy. Easy to come by videos of extensive use of products and services can be found online. Research Uses individual face-to-face interviews, focus groups and phone surveys Uses e-mail questionnaires and focus groups over the internet.
  • 6. Framework for Objectives  The objectives are what businesses aim to achieve through e-marketing. They serve as an incentive to focus and mark to be attained within a business. The Five S framework is an effective tool for developing e-marketing objectives. They are:  1. Sell – using the internet to sell products and services  2. Serve – using the internet to serve customers  3. Speak – using the internet to communicate with customers (both existing and potential)  4. Save – using the internet to save/ reduce cost  5. Sizzle – using the internet to build brand identity
  • 7. Objective Setting Objectives being set by a business around e-marketing have to meet some requirements to be effective. They are:  Specific: Specify what is to be achieved and also when.  Measurable: Expressed in measurable terms such as key performance indicators, outcomes, numbers, percentage, dollars.  Action-oriented: State which actions need to be taken and who will take them  Realistic: Achievable with the resources available
  • 8. TWIST OF E-MARKETING The main functions of the internet has integrated all the functions into business and hence e- marketing;  Communication  Information  Entertainment
  • 9. TYPES OF E-MARKETING 1. Social Media Marketing: This is the process of acquiring attention and sales through the use of social media platforms such as Facebook, Instagram and Twitter. It focuses on building a community and making deep relationships with customers. 2. Influencer Marketing: This is the marketing process of working with influencers to promote a product or service to their online following. Sometimes micro-influencers such as average people with a steadily good amount of following are more effective than celebrities as influencers. 3. Affiliate Marketing: This is simply referral marketing. Internet marketers and external websites are paid for the traffic and sales they generate. This type of marketing is intertwined between content, social media and influencer marketing. 4. Email marketing: This is the process of using email to send direct marketing messages to people in an effort to gain new customers. This type of marketing is four times higher in getting returns compared to the other types.
  • 10. … 5. Content Marketing: This is the process of consistently creating, distributing and promoting relevant online materials that are strategically designed to attract, engage and convert your target market into customers. E.g. Blogs, Videos, Podcasts and Infographics. 6. Search Engine Optimization(SEM & SEO): This type of marketing that deals with the process of optimizing websites and digital content to improve search engine rankings and in turn maximizes the number of visitors to a particular webpage. 7. Paid Advertising: Paid advertising is a form of internet marketing where advertisers pay to show their adverts on search engines and other online platforms. This is often referred to as Pay- per-click(PPC), meaning advertisers pay a fee each time a user clicks on one of their ads.
  • 11. STRATEGIES  Promotion  Personalization  Customer service  Advertisement  Web Design appeal  Email and SMS blast  Social media
  • 12. Nature of e-marketing  The nature of e-marketing is the science and art that works in the background of e-marketing practices. Some of the elements to consider are as follows:  Human Activity: The original human state is a desire for satisfaction and due to the advances made through the internet people require their needs to be met in simple steps through the internet.  Consumer-oriented: A business exists to satisfy the needs of people. Hence, a business must find out what the desire of the customer is and approach the business activities in that line.
  • 13. …  Goal oriented: E- marketing seeks to satisfy the desires of both the buyers and sellers through human needs. The ultimate goal is to make profit or realize a value in the long run.  Customer Interaction: E-marketing breaches the gap between manufacturers, buyers and sellers by the use of technologies such as internet and mobile phones.
  • 14. Scope  Internet marketing  Viral marketing  E-advertising  E-branding  Tele-shopping  Search engine marketing
  • 15. CAPABILITIES  Buying journey management  Content operation  Customer engagement  Customer knowledge management  Persona management
  • 16. ADVANTAGES OF E-MARKETING  Cost effective  Improves customer and seller relationship  Convenient  Personalization  Increase Interactivity  Faster response
  • 17. DISADVANTAGES OF E-MARKETING  Dependability on technology  Security issues  World wide competition through globalization  Customer limitation
  • 18. CHALLENGES  Reputation: The internet is the most cost effective branding medium available these days but it can also be the most sensitive in terms of critique. A half-baked presentation of a product or service can lead to a bad reputation and branding of a business in the eyes of the public.  Marketing Integration: Most marketing departments of any business use multiple channels to market their products. There must be proper co-ordination among all marketing efforts but if one part is delivering a different information from the other it gives a bad impression. Most companies do not pay much attention to integration
  • 19. …CHALLENGES  Security and Privacy: Most people do not completely trust Web companies and are careful about offering information about themselves on the cyberspace. This is true when companies that collect data are exposed to spammers, scammers and vulnerable to attacks.  Brand Awareness: This is particularly a big challenge for companies that primarily use the Internet to sell their products and services. This is because unlike traditional advertising (such as television, radio, billboard, and print) in which the campaign's message can be reinforced and repeatedly introduced to consumers at the marketers' will, online adverts can be shut off by users. Web companies are therefore challenged to be more innovative in their advertising strategies.
  • 20. OPPORTUNITIES  24/7 Presence  Improve credibility  Better prices  Offer convenience  Growth opportunity
  • 21. EXAMPLES OF E-MARKETING SITES  OLX  Flipkart  eBay. In  Tradus.com  FuturBazaar  Infibeam  Homeshop  Yebhi  Snapdeal
  • 22. CONCLUSION In conclusion, this shows e-marketing impacts businesses in a major way but when done effectively , it serves as a good potential to connect with and engage customers. With regards to technology e-marketing will also keep evolving with the needs of people.