2. Internet/E-marketing definition
• E-marketing means
– using digital technologies and Internet
– to perform the sum of activities a company makes
– with the purpose of finding, attracting, winning and
retaining customers
• The basics of marketing remain the same
– creating a strategy to deliver the right messages to the
right people
3. • Though businesses will continue to make use of
traditional marketing methods
– such as advertising, direct mail and PR but
– e-marketing adds a whole new element to the marketing
mix
• Many businesses are producing great results with e-
marketing
– It’s flexible and cost-effective nature makes it particularly
suitable for small businesses
4. Issues with Online Marketing
1. Banner blindness
• Studies have shown that Internet users often ignore web
page zones likely to contain display ads
• sometimes called "banner blindness”
2. Fraud on the advertiser
• There are numerous ways that advertisers can be
overcharged for their advertising.
• For example, “click fraud” occurs when a publisher or third
parties click (manually or through automated means) on a
CPC ad with no legitimate buying intent.
• For example, click fraud can occur when a competitor clicks
on ads to use up its rival's advertising budget
5. 3. Heterogeneous clients
• Because users have different operating systems, web
browsers and computer hardware (including mobile devices
and different screen sizes),
– online ads may appear to users differently from how the
advertiser intended, or the ads may not display properly at all
4. Ad-blocking
• Ad-blocking, or ad filtering, means the ads do not appear to
the user because the user uses technology to screen out ads
• Many browsers block unsolicited pop-up ads by default.
• Other software programs or browser add-ons may also block
the loading of ads, or block elements on a page with
behaviors characteristic of ads
6. 5. Anti-targeting technologies
• Some web browsers offer privacy modes
– where users can hide information about themselves from
publishers and advertisers
• Among other consequences, advertisers can't use cookies to
serve targeted ads to private browsers
• Some browsers have incorporated Do Not Track options into
their browser headers
7. 6. Spam
• The Internet's low cost of disseminating advertising
contributes to spam, especially by large-scale spammers
• Numerous efforts have been undertaken to combat spam,
– ranging from blacklists to regulatory-required labeling to
content filters,
– but most of those efforts have adverse collateral effects, such as
mistaken filtering
• Opt-in and Opt-out policy (Permission marketing)
8. 7. Social Media Management
• What content should be produced so that information won’t
be controversial and insufficient?
• How can we produce remarkable content?
• Controversial/inappropriate or insufficient information may
mislead customers
8. Getting value from SEO
• Over dependence on SEO (search rankings)
• Ignorance of other online advertising tools
• Once the rankings disappeared, the revenue stopped
9. 9. Multiple device usage
• Difficult to track customers through devices as one customer
might be using numbers of devices through a course of time
10. Competing with the noise
• Consumers are provided with more and more choices
• The streets have become crowded
• If you are selling the same thing at the same price to the same
people, how can you expect to win more market share and
grow your business?