Marketing game theory


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Marketing game theory

  1. 1. Marketing capVirtual Era- New Features In Marketing CapSynopsisAim: The purpose of this study is to, analyze the current practices going on inthe Indian market in terms of using the virtual market and virtual marketing astool to enhance bottom & top line and for a better penetration. It would alsothrow light on various marketing strategies can be synchronized with webmarketing for better and optimum results.Objective: The study would predominantly give an idea about theeffectiveness of E-Marketing in contemporary scenario wherein most of thecompanies are using it as the most effective tool to ensure that their productor services are being reached to masses, because of the pervasive nature ofweb market its another feather in the cap of market.This thesis depicts how a small sized Business-To-Business company cancreate an e-marketing plan. For this purpose, this thesis would incorporatemost of the industries that are into the business of serving customers withtheir product & services. The thesis first carries out a literature study toexplain the concepts and methods related with the e-marketing activities.Furthermore, the case company is introduced. Since an e-marketing plan issimilar to a marketing plan, the products, target markets and competitors arealso introduced among others.During the case study, the advices and the strategies are proposed. Since thethesis has a “hands-on implementation” feature, some of the strategies areimplemented by sticking to the “action plans” in an iterative way. Doing so,thesis depicts evaluation for the recommended strategies. Finally, conclusionsand areas for future work are presented along with the “Lessons Learned”during the project.Methodology:The method used for finding the relevant information for the research ismentioned below:1) Secondary Research
  2. 2. a. Internet Assistanceb. Books, Articles & working papersc. Magazines & Journals2) Primary researchPrimary research would predominantly look on analysis part of consumerbehavior to track their behavior of web marketing.a. General Observation on siteI. Closer observation on shoppers BehaviorII. Functionality of IndustryIII. Impact of E-Marketingb. QuestionnaireI. Sample size would be 100II. Multi-dimensional SamplingIII. Factor Analysisc. Focus Group InterviewI. General Discussion with customersd. InterviewI. Extensive Meetings with Industry people.Based on this I will conclude thatwhether consumers are being affected by the ways of web marketing ofindustries or not or what should be the modus operandi of companies to alluretheir target audience.Virtual marketForty nine of the Worlds leading food, beverages, and consumer productscompanies have joined hands to form the largest business to business e-
  3. 3. Market place The new company is the first of its kind owned bythe consumer products industry. Transora will help consumer productscompanies across the world to streamline business transactions with theirbuyers, suppliers and distributors through the internet. Transoras services willspan the entire supply chain-from suppliers to manufactures to retailers-andprovide procurement, vendor, and product catalogues, online ordermanagement, supply chain collaboration, and financial services. Thecompanies have committed nearly us $ 250 million for funding Transora (CBINews Bulletin, July/august 2000)The buzz word viral marketing and coral advertising and virtual marketingrefers to marketing techniques that use pre-existing social networks produceincrease in brand awareness or to achieve other marketing objectives (suchas product sales) through self replicating viral processes, analogues to thespread of pathological and computer viruses. It can be word of mouthdelivered or enhanced by the network effects of the internet. Viral promotionsmay take the form of video clips, interactive flash games, Adver games,EBooks, brand able software, images, or even text messages.The goal of marketers interested in creating successful viral marketingprograms is to identify individuals with high social networking potential andcreate viral messages that appeal to this segment of the population and havea high probability of being taken by another competitor.The term viral marketing or virtual marketing has been also used pejorativelyto refer to stealth marketing campaigns- the unscrupulous use of astroturfingon line combined with under market advertising in shopping centers to createthe impression of spontaneous word of mouth enthusiasm.Internet marketingInternet marketing also referred to as marketing, web marketing, onlinemarketing or eMarketing is the marketing of products or services over theinternet.The internet has brought media to a global audience. The interactive nature ofinternet marketing in terms of providing instant response and elicitingresponses is a unique quality of the medium. Internet marketing is sometimesconsidered to have a broader scope because it only refers to the internet,email, and wireless media, but it includes management of digital customerdata and electronic Customer Relationship Management (CRM) system.
  4. 4. Internet marketing ties together creative and technical aspects of the internet,including design, development, advertising, and sales.Internet marketing also refers to the placement of media along with differentstages of the Customer Engagement Cycle through search engineMarketing(SEM), Search Engine Optimization(SEO), banner ads on specificwebsites, email marketing, and web 2.0 strategies. In 2008 the New YorkTimes, working with co score, published an initial estimate to quantify the userdata collected by large internet based companies. Counting four types ofinteractions with company websites in addition to the hits from advertisementsserved from advertising networks, the authors found the potential for collectingdata upward of 2500 times on average per user per month.eMarketingEMarketing is a subset of e business that utilize electronic medium to performmarketing activities and achieve desired marketing objectives for anorganization. Internet marketing, interactive marketing, and mobile marketingfor example, are all the form of e marketing.eBusinessEBusiness means utilizing electronic medium in everyday business activities.There are several levels of involvement in when it comes to EBusiness. Forexample where one organization relies completely on e business the secondone way chooses a mixed presence and means of doing business.DifferenceDifference between eBusiness, eCommerce, and eMarketing• eBusiness is a very broad entity dealing with the entire complex system thatcomprises a business that uses electronic medium to perform or assist itsoverall or specialized business activities.• eCommerce is best described in a transactional context. So for example anelectronic transition of funds, information, or entertainment falls under thecategory handled by principles of eCommerce. Technically e commerce is apart of e business
  5. 5. • eMarketing is also a part of e business that involves electronic medium toachieve marketing objectives. E marketing is set on a strategic level inaddition to traditional marketing and business strategy.Difference between e marketing and interactive marketingeMarketing is a broader term that describes any marketing activity performedvia electronic medium. Interactive marketing is generally a sub of eMarketingthat involves a certain level of interaction.Difference between eMarkeitng and internet or web Marketing:There is no real difference between eMarketing and internet or web marketing.However, with the arrival of mobile technologies such as PDAs and 3Gmobile phones, as well as interactive television, both terms would seeeMarketing and internet or web marketing as subtly different, for examplechaffy;Internet {or web} marketing is achieving marketing objectives through applyingdigital technologies. eMarketing is achieving marketing objectives through useof electronic communications technology.Whilst this distinction is wholly acceptable, it is difficult to see where thedistinction lies between digital technologies and electronic communicationstechnologies, especially with the convergence of technologies such as mobiledevices.Advantages of eMarketingFollowing are some of the advantages of e marketing:ü Reduction in costs through automation and use of electronic media.ü Faster response to both marketers and the end user.ü Increased ability to measure and collect data.ü Opens the possibility to a market of one through personalization.ü Increased interactivity.
  6. 6. Disadvantages of eMarketingFollowing are some disadvantages of eMarketing:ü lack of personal approach ,ü Defensibility on technology,ü Security, privacy issues,ü Maintenance costs due to a constantly evolving environment,ü Higher transparency of pricing and increased price promotion,ü Worldwide competition through globalization.eMarketing PlaneMarketing plan is a strategic document developed through analysis andresearch and is aimed at achieving marketing objectives via electronic media.eMarketing plan represents a sub set of organizations overall marketing planssupports the general business strategy. Every good eMarketing plan must bedeveloped in line with the organizations overall marketing plan.In a broad sense e marketers generally start by analyzing the current micro-and macro economic situation of the organization. eMarketers must observeboth internal and external factors when developing an e marketing plan astrends in both micro environment elements are: pricing, suppliers, customers.Examples or macro environment are: socio economic, political, demographicsand legal factors. In order to reduce a viable e marketing solution, e marketersmust first understand the current situation of the company and its environment,profile, segment the target market and then strategically position the productsas to achieve optimal response with the target market. This is generallyachieved through SWOT analysis. By assessing organizations strengths andweaknesses and looking at current opportunities and threats one can devisean e marketing strategy that can improve the organizations bottom line.eMarketing(in brief)eMarketing is essentially a part of marketing. But
  7. 7. ü What is the difference between eMarketing and internet or web marketing?ü What are the eMarketing tools? And how do marketers plan for eMarketing?The American marketing association definition 2004 is as follows:Marketing is an organizational function and a set of processes for creating,communicating, and delivering value to customers and for managing customerrelationships in ways that benefit the organization and its stakeholders.Therefore e marketing by its very nature is one aspect of an organizationalfunction and a set of process for creating, communicating, and deliveringvalue to customers and for managing customer relationships in ways thatbenefit the organization and its stakeholders. As such an aspect, eMarketinghas its own approaches and tools that contribute to the achievement ofmarketing goals and objectives.This also helps us to differentiate between eMarkeitng and eCommerce, sinceeCommerce is simply buying and selling online:What are the eMarketing tools?The internet has a number of tools to offer to the marketer.ü A company can distribute via the internet e.g.,ü A company can use the internet as a way of building and maintaining acustomer relationship e.g.,ü The money collection part of a transaction could be done online e.g.electricity and telephone bills,ü Leads can be generated by attracting potential customers to sign up forshort periods of time, before signing up for the long-term e.g.,ü The internet could be used for advertising e.g. Google Adwords,Finally, the web can be used as a way of collecting direct responses e.g. aspart of a voting system for a game show.How do marketers plan for eMarketing?
  8. 8. There are two ways to looking it;ü An existing organization may embark upon some eMarkeitng as part of theirmarketing plan.ü An organization trades solely on the internet and so their marketing planfocuses purely on eMarketing.The marketing plan in either case is the next step, whether focused uponeMarketing or all, marketing. The next lessons focus upon a tailor-madeeMarketing plan which conforms to the Acronym AOSTC {from our genericmarketing planning session}Situation analysis for VIRTUAL marketingThe situation analysis for eMarketing bridges the internal audit and competitorresearch. It answers the question where are we now in terms of our marketing(internal v/s external perspective)? The analysis literally considers youreMarkeitng situation by considering the fit between internal and externalfactors. There are similarities with traditional concepts and techniques, butyou need to focus upon digital commerce. Here we consider the 5ss ofinternet marketing, the customer life cycle, and the application of SWOTanalysis.The Customer Life Cycle (CLC)The customer life cycle is a tool that creation and delivery of lifetime value tocustomers i.e. CLC looks at products and services that customers needthroughout their lives. It is market oriented rather than product oriented. Keystages of the customer relationship are considered.SWOT analysis-ranked and weightedSWOT analysis is a tool for auditing an organization and its environment. It isthe first stage of planning and helps marketers to focus on key issues. SWOTstands for strengths, weaknesses, opportunities, and threats.Some of the problems that you may encounter with SWOT are as a result ofone of its key benefits i.e. its flexibility. Since SWOT analysis can be used in avariety of scenarios, it has to be flexible. To overcome these issues, oneshould employ a power SWOT.
  9. 9. SWOT analysis-Power SWOTSWOT analysis is a marketing audit that considers an organizations strengths,weaknesses opportunities and threats. Our introductory lesson gives you thebasics of how to compete your SWOT as you begin to learn about marketingtools. As you learn more about SWOT analysis, you will become aware of anumber of potential limitations with this popular tool. This lesson aims to helpyou overcome potential pitfalls.Some of the problems that you may encounter with SWOT are as a result ofone of its key benefits i.e. flexibility since SWOT analysis can be used in avariety of scenarios, it has to be flexible. However this can lead to a number ofanomalies. Problems with basis SWOT analysis can be addressed using amore critical power SWOT. Power is an acronym for personal experience,order, weighting, emphasizing detail, and rank priorities. This is how it works.How do you the marketing manager fit in relation with the SWOT analysis?You bring your experiences, skills, knowledge, attitudes, and beliefs to theaudit. Your perception or simple gut feeling will impact the SWOT.Often marketing managers will in adversely reverse opportunities andstrengths, and threats and weaknesses. This is because the line betweeninternal strengths and weaknesses, and external opportunities and threats issometimes difficult to spot. For example, in relation to global warming andclimate change, one could mistake environmentalism as a threat rather than apotential opportunity.Too often elements of a SWOT analysis are not weighted. Naturally somepoints will be more controversial than others, so weight the factors. One waywould be to use percentages e.g. threat a=10%, threat b=70%, and threat=20 %{ they total 100%}Detail, reasoning, and justification are often omitted from the SWOT analysis.Where one tends to find is that the analysis contains lists of single words. Forexample, under opportunities one might find the term technology. This stageword does not tell a reader very much. What is really meant is: Technologyenables marketers to communicate via mobile devices close to the point ofpurchase. This provides the opportunity of a distinct competitive advantage forour company. This will greatly assist you when deciding upon best to scoreand weight each element.
  10. 10. Once detail has been added, and factors have been revived for weighting, youcan then progress to give the SWOT analysis some strategic meaning i.e. youcan begin to select those factors that will most greatly influence yourmarketing strategy albeit a mix of strengths, weaknesses, opportunities andthreatens. Essentially you rank them highest to lowest, and then prioritizethose with the highest rank e.g. where opportunity c= 60% opportunity a= 25%and opportunity b = 10% you marketing plan would address opportunity c first,and opportunity b last. It is important to address opportunities primarily sinceyour business should be market oriented. Then match strengths toopportunities and look for a fit. Address any gaps between current strengthsand future opportunities. Finally attempt to rephrase threats as opportunities(as with global warming and climate change above), and address weaknessesso that they become strengths, Gap analysis would be bridge the gapbetween them.Competitor research for Virtual marketing (Externalperspective)As you plan for eMarketing and during the plans implementation, one needsto play careful attention to the activities of competitors, so competitorsresearch for eMarketing is essential when attempting to answer the questionwhere are we now (external perspective). There are a number of approachesthat can be employed, with the emphasis on each approach shiftingdepending upon the nature of our e business and market. Here are some keytools of competitor research for eMarketing.ü Use search engines.Ø General topics such as Google, yahoo And msnØ Type names of competitorsØ Type industry, product or termØ Search „down in to a directory structure e.g. yahooØ Search a competitors web siteØ Product information , press released, job opportunitiesØ Pricing information
  11. 11. Ø Distribution information such as where to buy.ü Hunt for trade associationsØ Search for personal pages or blogsØ Different perspective e.g. fans, ex-employees.Ø e.g.v www. blogger. com ,v www. myspace. com,v www. youtube. Com.ü Ask your target market.Ø Send question to named personnel, newsgroups, personal pages, mailinglists.Ø Conduct a survey using.Ø Buy secondary reports e.g. data monitors, mintel.ü Newsgroups and post queries,Ø newsgroups on bulletin boards or forumsØ Deja. com(Google)Ø Read online financial informationØ research public companiesØ ample upØ upü Read online competitive information.Ø e.g. paid for, inus
  12. 12. ü Study demographic reportsØ census in upØ inusü Original source materialØ Business source elite, newspapers, Kellys compass.ü Monitor special interest materialØ Business source elite, newspaper, Kellys, compass.ü Monitor special interest material.Ø E.g. marketing week (BSE), campaign (BSE), marketing (BSE).ü Use a professional researcherEMarketing MixThe eMarketing mix is essentially the same as the marketing mix. it is simplythe adaption of price, place product, and promotion to the eMarketing context.Of course one could also include physical evidence, people, and processwhen marketing planning for an online service. Below are a series of lessonsthat consider how markets can apply the eMarketing mix to theirorganizations own product, service, brand, or solution.E marketing priceThe eMarketing mix is simply an adaptation of the traditional marketing mixand „P for price. However, the internet has influenced how online businessesprice in a number of ways.E Marketing Place {Place tactics as part of the eMarketingmix.)The e marketing space consists of new internet companies that have emergedas the internet has developed, as well as those pre-existing companies thatnew employ eMarketing approaches as part of their overall marketing plan.
  13. 13. For some companies the internet is an additional channel that enhances orreplaces their traditional channel of place.Pre Existing companies that have adopted eMarketingThese are traditional companies that trade on the internet,Banking and financial services e.g. HSBC bank. Banks and financial serviceshave benefited tremendously from the popularity of internet usage. There is amixture of new online banks and traditional banks, both offering onlinebanking services. Essentially banks no longer need to invest in high cost, highstreet selling unit i.e. old fashioned town-based banks. Labor costs have alsobeen reduced since much of the traditional banking bureaucracy is done usingit and the use of overseas call centers has meant that salaries are much lower.Software also means that customers can be retained by using CustomerRelationship Management (CRM) eMarketing approaches.E marketing productConsidered product as part of the marketing mix. Two previous tools forproduct decision-making have been introduced- Product Life Cycle (PLC) andthe three levels of a product. Both of these tools and equally applicable to thecontext of e marketing and can be easily applied to include e marketing andproduct.For example a product marketed solely online will go through a life cycle in thesame unpredictable way as a product marketed through any traditionalchannel (PLC). Products marketed online will have a core benefit tot ehcustomer, be an actual tangible product, with augmentation that ads valuesuch as insurance, warranties and so on three levels of a product). Althoughtools actually specify the term „product, they can be easily adapted to includebrands. Services or solutions.E marketing product/business matrix (depicted below should be used inconjunction with Product Life Cycle (PLC) and the three levels of a product. Itrepresents additional tools for audit that bridges existing businesses and newonline start-us, and existing products and new products. It allows marketers tocategories those marketing on the internet as an online extender, an onlinealternative, an online innovator (existing business), and Oran online innovator(online start-up). Let us look at it in more detail;A- Online extender
  14. 14. An on line extender is an existing business that has a strategy whereby itextends its marketing activities to the internet. It could be any traditional,terrestrial organization that has historically grown through using traditionalchannels of distribution to get existing products, brands, services, or solutionsto market.B- Online alternativesThe online alternative is a new start-up that uses the internet as an originalchannel of distribution to get products, brands, services or solutions, currentlyavailable elsewhere, to, arekt. Some segments may be better targeted withthis online alternative for example remote or fragmented markets.C and d- Online innovatorsOnline innovators come in two forms;C- Online innovators are existing businesses that see a benefit to launchingnew and innovative products, brands, services or solutions online byleveraging new technology. Existing businesses have a wealth of knowledgesand learning that underpin their moves onto the web. Remember, the internetis not a business paradigm shift (at last not yet) and so current businessapproaches are often adapted for the internet. Existing businesses haveexperience.D- Online innovators are start-ups that seize the opportunities to launch newand innovative products, brands, services, or solutions online. Deposit nothaving as much knowledge and learning as some of their competitors, theyare flexible and can move much more quickly. Start-ups often experience.We have already considered product as part of the marketing mix. Twoprevious tools for product decision- making have been introduced product lifecycle and the three level of a product.E marketing promotionØ It looks at ways of increasing the popularity of your website by looking atthe internal optimization of the website itself. It considers many importantways of building your traffic, including Search Engine Optimization (SEO)approaches.
  15. 15. Ø It looks at ways of increasing the popularity of your website by looking atexternal sources of internet advertising.Ø Lesson internet marketing and promotion: internet advertising.Ø This lesson looks at ways of increasing the popularity of your website bylooking at external sources of internet advertising.Ø Pay per click advertisingØ Google ad words.Google ad words are a Cost per Click (CPC) online advertising program.Identically that means that you decide upon key word that relates closely toyour product or service.Using Googles tools, you price how much it would cost your per click for yourchosen keyword- this could be lucent, $1.50 or more, depending on thepopularity of the keyword. So the keyword marketing would be moreexpensive than the keyword marketing cheese china because of its level ofpopularity. You then allocate a budget, and pay Google by credit card. Youcan control the length of your campaign, or end it as soon as the money inPPC management (Pay per Click Management) or recruit a verified Googleawards professional.Adverts appear alongside Google search results- so go to Google and searchfor marketing. The ads appearing alongside the main search results are cps.Ads also appear on selected content websites-such at the adverts along the top, and down the righthand column- this is where ads based upon the keyword chic ester wouldappear. You only pay for adverts that get clicked- not for page views- so youpay nothing if your advert is simply viewed.There is also an opportunity for „Smart pricing whereby you pay more for theadvert if a sale is guaranteed e.g. you have a website based upon fishing- youwrite a review of a new type of fishing rod, the visitor then sees an ad for thesame rod in an ad words text ad running on the same page then clicks on it -and buys from the advertiser.
  16. 16. Adwords is a very targeted and controllable way of online advertising - hencethe huge rises in income and profit for Google over recent times.EMarketing Price (Pricing tactics as part of the eMarketing mix.)The eMarketing mix is simply an adaption of the traditional marketing mix and„P for price. However the internet has influenced how online businesses pricein a number of ways.International pricing and competition give consumers access to the lowestprice for any generic good. For example, British consumers benefit whenbuying products from the United States since there is almost two dollar to thepound. Conversely this makes British goods more expensive to the Americanconsumer. So it is cheap to buy spectacles from a us website and then toimport them into the UK (even including transport costs and import taxes)Online auctions are a popular and innovative way of pricing, for example ebay.Here you register with the online auction company as a seller and/or a buyer.You can place an item into auction where buyers bid against each other. Thehighest bidder wins. The auction websites takes a commission. Thecommission is factored into the price you pay.Greater access to pricing information, more quickly and in a format that makespricing comparable and transparent. There are a number of sites that willcompare and contrast prices for the same or similar goods and services e.g.prices on car insurance.Pricing could also include the cost of an online advertising medium such asGoogle ad words. Here an online supplier would buy a keyword located in atext or image based advert onto Googles own search engine or onto awebsite belonging to a Google publisher. For example you search term hairstraightness on Google and you are directed to a site about hair dressing. Onthis site is plenty of information about hair straightening, placed next to somecontextual adverts. You click on the advert and you are taken to a site sellinghair dressing supplies. You buy the hair straightness and your supplier pay asmall „Pay-Per-Click fee which is split between Google and their publisher.This is factored into the price you pay.Traditional pricing tactics used in eMarketing
  17. 17. Of course the internet marketers still has a whole selection of the moretraditional pricing approaches to choose from that can be adapted toeMarketing scenarios:Premium pricing e.g. selling music via iTunes.ü Penetration pricing e.g. giving away free subscription to land grab marketshare for new start ups such as andü Economy pricing e.g. selling basic products and services online likes basicdesign or paperclips.ü Price skimming e.g. new product launches online such as albums or games.ü Psychological pricing e.g. products and services sold at 99p or $99.99 (pricepoint perspective).ü Product line pricing e.g. subscription 1 @ free, subscription 2 @ $10.00(withadded value) and subscription 3 @ $49.99 for 10 year.ü Pricing variations e.g. budget airlines selling tickets online where the firsttickets bought are the cheapest, and the last ones bought tend to be moreexpensive.ü Optional product pricing e.g. selling a holiday online with travel insurance.ü Captive product pricing e.g. once you buy virus software from one brand,your updates must also come from them.ü Product bundle pricing e.g. buying internet access which comes with freeonline phone calls.ü Promotional pricing e.g. betting incentives, such as free dollars to gamblesonline for current customers that gamble on football games to tempt them toplay online pocker, or vouchers with codes sent by email as rewardsü Geographical Pricing e.g. Microsoft pricing in different currencies in differentinternational markets.Search marketing {Overture and yahoo}
  18. 18. Overture is the yahoo equivalent of Googles ad words. Now known as yahooSearch marketing, overture has a series of sub-products that make up itsinternet marketing program. Here some examples:1) Sponsored search: Displays your advert at the top of the search engineresults. So your potential customers search for a „keyword and your advertappears at the top of the results page. Again, as this ad words, the advertisersbid against each other to obtain the position that will generate the mostconvertible traffic to their site. Popular keywords will cost more-obviously.2) Local advertising: Gets your business listed in yahoos business directory.So if you wish to promote products in specific regions next to specific searchkeywords, this is a much targeted geographical services.Overture has many other similar services such as search submit, productsubmit, travel submit and director submit that could be considered.Affiliate MarketingAffiliate Marketing is where an organization offers and incentive to other webbased organizations to market the products or services that it offers. So acompany selling surfboards could have affiliate destinations. The affiliateprogram is supplied by one organization - whereas the affiliate is the websitethat promotes on behalf of the supplying organization.Put simply - affiliate marketing is a basic agency arrangement. There is rarelyand pay per click cash, but affiliates tend to take a commission on any goodssold as a result of the click. What does it look like? Affiliate marketing sees abanners advert or a text advert placed upon an affiliates website. When theadvert attracts a click, the visitor is taken through to the site that originated theaffiliated program. No cash changes hands until there is a sale, but affiliaterewards tend to be higher than regular pay per click.Commission Junction (CJ) is a well known example of an affiliate marketingcompany. CJ acts as an intermediary between affiliate programs. Suppliers ofall types and sizes. So if you have a successful website, that does well in thesearch engines and is popular with visitors, you such old register with CJ andplace affiliate add on to your site.Offline promotions strategies.
  19. 19. Of course to promote website you should also consider offline promotionstrategies such as those used by non internet businesses. Our lesson storecontains lessons on promotion (as part of the marketing mix) and alsomarketing communication (and its own mix) here selection of other suitableapproaches to offline promotion:ü Create a media release or announce a media conference regarding yourwebsite.ü Advertise using other media such as TV, billboards, radio, newspapers, andmagazines, or the cinema.ü Send out direct mail shots and run campaigns.ü Print your domain name and e-mail contact addressed upon all of yourcorporate material.ü Offer free products and services. Free is one of the most powerful wordsmarketing.ü Provide free material e.g. fact sheets or guides that could be posted or e-mailed to customers.ü Offer competitions or quizzes.A. Existing online retail brand e.g. Wal-mart, took advantages of this newmode of distribution by extending products and services to consumers via themedium of the internet. eMarkeitng enhances their traditional marketing.B. Direct distribution channel e.g. New York Yankees shop. Organizationshave access to consumers worldwide. So brand loyal consumers such assports fans are now able to buy directly from their preferred club, whichpockets the entire profit without having to give a cut to intermediaries.C. Wholesalers e.g. C and S wholesale grocers. It allows retailers to orderdirectly from their wholesale partners via their website. Retailers can shackstocks and look at current promotions. This approach is more effective thandepending entirely on merchandisers.D. Agents e.g. Avon representatives. There are a number of different types ofagents. One well known example is that Avon cosmetics and their workforce
  20. 20. of extremely loyal representatives. The representatives are in reality agents.eMarketing allows customers to choose between the services of theirtraditional Avon rep or the Avon online shop i.e. using an agent or going direct.E. Franchises e.g. KFC. There are many examples of franchises. The onlineequivalent of a franchise a network of affiliates that display goods, services, orsolutions on the affiliate websites. A commonly cited example is that So if you are a golf enthusiast, and you have developed a sitethat give tips on how to play better golf, then you can apply to foran affiliation that allows you to [place tailored Amazon as boxes on your site.They can be adapted to sell golfing books and you as the site owner canadapt the ads to match the feel of your site. For every golf book sale that yourleads generate, you are paid a commission.F. Vending and automated retailers e.g. coke machines. Vending is very muchbased upon the physical location of machines near to where they are mostlikely to sell product. However, vending machines can use it and the internetto communicate with a central server, giving information on what is currentlyselling well, or what might need replacing.Internet marketing and promotion: website optimization.This is looks at ways of increasing the popularity of your website by looking atthe internal optimization of the website itself. It considers many importantways of building your traffic, including Search Engine Optimization (SEO)approaches.Build your traffic: content is king. Write good quality content that visitors valueand that keeps them coming back. This is a golden rule. Try to make sure thatyou have substantial content before putting your site online. No site is betterthan one that is poorly prepared. Make the content easy to read and digest.Keep it focused upon keywords, and keep content up-to-date. Site is not anonline brochure or gimmicky sales promotion. On the other hand, in order tosave the trouble, many companies simply employ the services of a SEOconsultant. Your domain name should be innovative and does not necessarilyhave to say what your site does. For example British airways has an onlineticket websites called building the site, keep the design simple. Flash, java, and JavaScriptlook great but have been known to confuse spiders. Keep it short and simple.Remember that not all visitors will have fast internet connections much of the
  21. 21. world still uses 56k modems. Search engine optimization is important. Thiswill help search engines to read your pages. There are many ways to do this-try to include keywords in your little, in your description tag, in your headingtag, in your urn-if possible- and some would also say try to represent yourkeyword in content- in bold, in italics, and high in the page. Word density- yourkeyword should not represent more than 20% of your total wordage. Try tolink between your pages. This is call „cross linking. so if one of your pagesattracts high numbers of visitors through search engine, then link to lessexposed pages around your site. Then add links to the top pages of your sitea.k.a. „root pages. Try not to be more than two clicks away from root pages.This makes it easier for visitors to stick around.Submit t search engines where you can. However this is becoming moredifficult. Today it is more likely that the search engines will find you- when youobtain in links, spiders and bots will come through your site as they followoutbound links from other sites. You could also try to get listed in directionssuch as dmoz.Once your site is online monitor it progress. This is how you control youronline presence. You need a stats package that monitors every detail of yoursites logs including inbound links, keyword searches, page views, visitornumber, and page popularity-data needs to be available for every day of theyear.Links to your site-especially from higher-ranking sites-are very important.Links need to be from sites that have similar keywords to those of your pages.This is time consuming and you need to build slowly. Contact sites and offerto exchange links. Links in text are better that stand alone URLs so put linksfrom your site in paragraphs of text that allow visitors need to be kept on yoursite as long as possible.Alternative strategies could include:ü Encourage other sites to reprint your content(with credit given to you, andlinks back to your main site),ü Post information about your site in communities, forums and chat groups,ü Set up your own affiliate programme, and pay commissionü Encourage visitors to bookmark your site.
  22. 22. ü Create a mailing list and send newsletters. Betters still, create a dynamicsite that encompasses a CRM strategy.ü Hire professional to code your site, and to manage search engineoptimization (SEO)Seven CsThere are seven design elements 7 Cs that should be considered whencreating a website intended for commerce and sales, customers shop onlinefor several reasons that most important are the convenience, cost largeselection and the allure of control over their purchases. Customers can easilyshop around from anywhere they have an internet connection; this givescompanies and even greater imperative to create a website that will drivetraffic to their website, appeal to their target markets, and create a lastingexperience that will create return customers.Activity - ecotourism and attracting a customer base“Ecotourism is environmentally responsible travel and visitation to relativelyundisturbed natural areas, in order to enjoy and appreciate nature (and anyaccompanying cultural features - both past and present) that promotesconservation, has low negative visitor impact and providers for beneficiallyactive socio economic involvement of local population”ActivityDesign your own ecotourism resortA. Choose a destination. Where will your resort will be located? Why thisplace? How will your resort make as limited an impact as possible on the site?How will energy be provided for the site? What are some conservationmeasures your site will use?B. Choose an animal you want to highlight at your destination. Performresearch about your chosen animal, including their habitat, physicalcharacteristics, and caused of death, as well as efforts to protect them.C. Decide who is your target market (or markets), be as specific as possible.D. How will the local community benefit from your resort?
  23. 23. E. Create an explanation of your website that will include all of the designelements that drive customer experience.F. Get out some paper and draws a map of what your destination site will looklike ad what amenities you will be including. That is some of the activities yourvisitors can partake in and how do these relate to your eco-mission.Internal audits for eMarketingWhere we are now: The starting point for any eMarketing planning is theinternal audit. We are seeking to answer the question, where are we now?Form an internal perspective. This is a consideration of internal resources andthe effectiveness of our e business based upon a number of factors, as suchas those that follow:Resources;ü Labor (motivated, retained, trained) Men,ü Capital (investment/cash flow) Money,ü Equipment (servers/back up/software) Machinery,ü Time (plan of project) Minutes,ü Raw materials or components (depends on your business) - Materials.Current Effectiveness;ü Page views/hits/views/income/page views.ü Trends/potential new customers,ü Customers - e.g. how many are online? are there new channel segmentsemerging?ü Competitors- whom are they? What is their online proposition? Howsuccessful are they online?ü Distributor -are new, online intermediaries emerging while old off-linedistributors are being wiped out. What are the potential channel conflicts?ü Current product market strategies of competitors i.e. audit with Ansoffsmatrix.
  24. 24. Develop an e-marketing planDeveloping eMarketing plan or we can say that Implementing e-marketing:how it works that we will look in the further discussion; in it there are basicallythree stages which are play a pivotal role to design or implementingeMarketing campaign;1. Evaluation of the marketing option1. Email - great for building relationships and keeping your customers up todate with offers, and is less intrusive than telephone marketing. However,growing concerns about spam mean you need to make sure you adhere togovernment regulations. For more information, legal considerations in e-marketing.2. Websites - a hugely flexible option to meet any marketing need. However,with so many other websites, you need a strategy for getting yours noticedand used.3. SMS (short messaging service) - almost everyone has a mobile phone, somarketing via text messaging is a viable option. However, the personalrelationships people have with their phones means marketing needs to becarefully considered.2. Plan the rollout phase· Look at training implications, especially of building and running a websiteand think about thecosts involved.· Decide which staff will require training and allow time for them to adjust tothe new system.· Do you need to review your customer contacts database? Before beginninga new marketing campaign it can be a good time to reorganise your data.· If we are building a website,o How are we going to promote it?o Will submit it to search engines?
  25. 25. o Which directories should you promote it in?o Are you using blogs and online PR?o Is it worth paying an agency to boost your rating?It might be wise to start with a soft launch- perhaps just to existing customersto see how the website beds down before you begin to give it strongermarketing support.3. Implement e-marketing· Encourage staff involvement and feedback. This will help to smoothimplementation, as staff buy-in can make or break a technology project.· Roll out any necessary training.· Continually review your practices against e-marketing regulations.· Consider setting up a cross-departmental taskforce to manage theimplementation process- it will help with staff buy-in and ensure thatimplementation works business-wide.Business modelsInternet marketing is associated with several business models which are asfollows and which will help us to understand the virtual marketing in detail thathow it works;· Publishing — it is the sale of advertising.· lead-based websites — it is an organization that generates value byacquiring sales leads· e-commerce —as we have discussed earlier it is where goods are solddirectly to consumers (B2C) or businesses (B2B)from its website local internetmarketing - this is the process of a locally based company traditionally sellingbelly to belly and utilizing the Internet to find and nurture relationships, later totake those relationships offline.· affiliate marketing — this is process in which a product or service developedby one person is sold by other active seller for a share of profits. The owner of
  26. 26. the product normally provides some marketing material (sales letter, affiliatelink, tracking facility).· blackhat marketing - this is a form of internet marketing which employsdeceptive, less than truthful methods to drive web traffic to a website oraffiliate marketing offer. This method sometimes includes spam, cloakingwithin search engine result pages, or routing users to pages they didnt initiallyrequest.There are many other business models based on the specific needs of eachperson or the business that launches an Internet marketing campaign.One-to-one approachThe targeted user is typically browsing the Internet alone therefore themarketing messages can reach them personally. This approach is used insearch marketing, where the advertisements are based on search enginekeywords entered by the user. And now with the advent of Web 2.0 tools,many users can interconnect as "peers."Appeal to specific interestsInternet marketing and Geo marketing places an emphasis on marketing thatreveals to a specific behavior or interest, rather than reaching out to a broadly-defined demographic. "On- and Off-line" marketers typically segment theirmarkets according to age group, gender, geography, and other generalfactors. Marketers have the luxury of targeting by activity and Geo location.For example, a Kayak company can post advertisements on kayaking andcanoeing websites with the full knowledge that the audience has a relatedinterest.Internet marketing differs from magazine advertisements, where the goal is toappeal to the projected demographic of the periodical, but rather theadvertiser has knowledge of the target audience—people who engage incertain activities (e.g., uploading pictures, contributing to blogs) — so thecompany does not rely on the expectation that a certain group of people willbe interested in its new product or serviceGeo Targeting
  27. 27. · Geo Targeting (in internet marketing) and geo marketing are the methods ofdetermining the Geo location (the physical location) of a website visitor withGeo location software, and delivering different content to that visitor based onhis or her location, such as country, region/state, city, metro code/zip code,organization, Internet Protocol (IP) address, ISP or other criteria.Automated different content· With automated different content in Internet marketing and Geo marketing,the delivery of different content based on the geographical geo location andother personal information is automated.Different content by choice· A typical example for different content by choice in Geo targeting is theFedEx website at where, users have the choice to select theircountry location first and then they are presented with a various site or articlecontent depending on their selection.Advantages· Internet marketing is relatively inexpensive when compared to the ratio ofcost against the reach of the target audience.· Companies can reach a wide audience for a small fraction of traditionaladvertising budgets.· The nature of the medium allows consumers to research and purchaseproducts and services at their own convenience.· The strategy and overall effectiveness of marketing campaigns depend onbusiness goals and cost-volume-profit (CVP) analysis.· Therefore, businesses have the advantage of appealing to consumers in amedium that can bring results quickly.· Internet marketers also have the advantage of measuring statistics easilyand inexpensively.· Nearly all aspects of an Internet marketing campaign can be traced,measured, and tested.
  28. 28. · The advertisers can use a variety of methods: pay per impression, pay perclick, pay per play, or pay per action.· Marketers can determine which messages or offerings are more appealing tothe audience.· The results of campaigns can be measured and tracked immediatelybecause online marketing initiatives usually require users to click on anadvertisement, visit a website, and perform a targeted action.· Such measurement cannot be achieved through billboard advertising, wherean individual will at best be interested, then decide to obtain more informationat a later time.· Because exposure, response, and overall efficiency of Internet media areeasier to track than traditional off-line media—through the use of webanalytics for instance—Internet marketing can offer a greater sense ofaccountability for advertisers.· Marketers and their clients are becoming aware of the need to measure thecollaborative effects of marketing (i.e., how the Internet affects in-store sales)rather than soloing each advertising medium. The effects of multichannelmarketing can be difficult to determine, but are an important part ofascertaining the value of media campaigns.Limitations· From the buyers perspective, the inability of shoppers to touch, smell, taste,or "try on" tangible goods before making an online purchase can be limiting.· There is an industry standard for e-commerce vendors to reassurecustomers by having liberal return policies as well as providing in-store pick-up services.· Internet marketing requires customers to use newer technologies rather thantraditional media.· Low-speed Internet connections are another barrier.
  29. 29. · If companies build large or overly-complicated websites, individualsconnected to the Internet via dial-up connections or mobile devicesexperience significant delays in content delivery.· A survey of 410 marketing executives listed the following barriers to entry forlarge companies looking to market online: insufficient ability to measureimpact, lack of internal capability, and difficulty convincing senior management.Security concernsInformation security is important both to companies and consumers thatparticipate in online business. Many consumers are hesitant to purchaseitems over the Internet because they do not trust that their personalinformation will remain private. Encryption is the primary method forimplementing privacy policies.· Recently some companies that do business online have been caught givingaway or selling information about their customers. Several of these companiesprovide guarantees on their websites, claiming that customer information willremain private. Some companies that purchase customer information offer theoption for individuals to have their information removed from the database,also known as opting out. However, many customers are unaware if and whentheir information is being shared, and are unable to stop the transfer of theirinformation between companies if such activity occurs.· If we look at different perspective then another major security concern thatconsumers have with e-commerce merchants is whether or not they willreceive exactly what they purchase. Online merchants have attempted toaddress this concern by investing in and building strong consumer brands(e.g.,, eBay,, and by leveragingmerchant/feedback rating systems and e-commerce bonding solutions. All ofthese solutions attempt to assure consumers that their transactions will befree of problems because the merchants can be trusted to provide reliableproducts and services. Additionally, the major online payment mechanisms(credit cards, PayPal, Google Checkout, etc.) have also provided back-endbuyer protection systems to address problems if they actually do occur.Effects on industries because of the virtual marketing· The number of banks offering the ability to perform banking tasks online hasalso increased. Online banking is believed to appeal to customers because it
  30. 30. is more convenient than visiting bank branches. Currently over 150million U.S.adults now bank online, with increasing Internet connection speed being theprimary reason for fast growth in the online banking industry. out of thoseindividuals who use the Internet, 44percent now perform banking activitiesover the Internet.· The effect on the advertising industry itself has been profound. In just a fewyears, online advertising has grown to be worth tens of billions of dollarsannually. PricewaterhouseCoopers reported that US$16.9 billion was spent onInternet marketing in the U.S. in 2006.· Internet auctions have gained popularity. Unique items that could onlypreviously be found at flea markets are being sold on eBay. Specialized e-stores sell items ranging from antiques to movie props. As the premier onlinereselling platform, eBay is often used as a price-basis for specialized items.Buyers and sellers often look at prices on the website before going to fleamarkets; the price shown on eBay often becomes the items selling price. It isincreasingly common for flea market vendors to place a targetedadvertisement on the Internet for each item they are selling online, all whilerunning their business out of their homes.· This has had a growing impact on the electoral process. In 2008 candidatesfor President heavily utilized Internet marketing strategies to reachconstituents. During the 2007 primaries candidates added, on average, over500social network supporters per day to help spread their message. PresidentBarack Obama raised over US$ 1million in a single day during his extensiveDemocratic candidacy campaign, largely due to online donors.Broadband-induced trends• Online advertising techniques have been dramatically affected bytechnological advancements in the telecommunications industry. In fact, manyfirms are embracing a new paradigm that is shifting the focus of onlineadvertising from simple text ads to rich multimedia experiences. As a result,advertisers can more effectively engage in and manage online brandingcampaigns, which seek to shape consumer attitudes and feelings towardsspecific products. The critical technological development fueling this paradigmshift is Broadband.• As a result, all 199 million members of this burgeoning market have theability to view TV-like advertisements with the click of a mouse. And to be sure,
  31. 31. online advertisers are working feverishly to design rich multimedia content thatwill engender a “warm-fuzzy” feeling when viewed by their target audience. Asconnection speeds continue to increase, so will the frequency of onlinebranding campaigns.• In March 2005, roughly half of all American homes were equipped withbroadband technology. By May 2008, broadband technologies had spread tomore than 90% of all residential Internet connections in the United States.When one considers a Nielsens study conducted in June 2008, whichestimated the number of U.S. Internet users as 220,141,969, one cancalculate that there are presently about 199 million people in the United Statesutilizing broadband technologies to surf the Web.Virtual Marketing Basics for Small BusinessIn todays era even small scale industries and business also want to be thepart of the virtual marketing, which can be detailed as follows;It has become increasingly more difficult to promote a business using e-mail.Spam clogs up in-boxes and most people are quick to delete without readingthe deluge of mail they receive.Nonetheless, e-mail marketing, if done correctly, can be an inexpensive andquick way to reach a large audience. The key is to get people to want toreceive your mailings. To do this, you need to do permission mailing, whichmeans having people either sign up on your Web site for such mailings orprovide their e-mail addresses when they purchase something from yourcompany. In this way, you can collect e-mail addresses without buying a listthat may be created and/or sold illegally.E-mailing advertisements, sent with the express permission of the recipient,can still become redundant, and therefore ineffective, unless you:· Offer new discounted products or services regularly· Provide very targeted mailings· Offer some contentEven two or three sentences of original content can provide a reason to readyour e-mail. It can also support the advertising that otherwise may be deleted.Short bits of information, such as five tips for a healthy lawn from a landscape
  32. 32. company or suggestions for "dressing for success" from a clothing retailer areways to keep your audience interested in your e-mails. Establishing your ownnewsletter, which may only be a few paragraphs, can draw the attention ofyour readers.When e-mailing customers, you also need:· A catchy headline· A recognizable company name in the "from" box so theyll know its from yourbusiness· A simple one-click manner in which they can get more information· A catchy headline· A recognizable company name in the "from" box so theyll know its from yourbusiness· A simple one-click manner in which they can get more information onspecific products or services· A means of reaching customer serviceSince you may only have one second to capture the reader before he or shehits delete, its to your benefit to highlight an interesting item in your subjectline or immediately in the body of the text. This window can literally provideyou a "window of opportunity" to grab their attention. Make this about them.Unlike a press release, this gives the media your business news, e-mailmarketing needs to focus on benefits to the customer. Once youve got themreading and have drawn attention to these customer benefits, you can includeas much as youd like about your company. They can elect to read it or not.Nonetheless, the farther down the reader scrolls, the more advertising, andmarketing information he or she will have absorbed.A few e-mail marketing rules of thumb:· Make sure that everyone on the list has agreed to be there — dont addnames
  33. 33. · Reassure readers that their information will not be shared· Give readers an opportunity to opt off of the list· Keep information concise, to the point, and focused on their needs· Dont blitz — e-mailing more than once or twice a week is annoying· Provide a choice of HTML or TEXT versionLanding pages are also important. Readers should be able to get moreinformation by clicking on various places on the initial marketing e-mail ornewsletter. Dont send them to a home page and make them search for thespecific information that brought them there. For example, on ifyou click on a specific book, youll get a page with details and reviews of thatbook and suggestions of similar books. That landing page providesinformation including pricing or purchasing and then leads to a sales page orshopping cart. Your promotional e-mails should do the same thing and givethe reader an opportunity to go to your home page.A new company that does not conduct business directly over the Internet maywant to take advantage of the interactivity of the Internet to provide readerswith something to do, such as a quiz, questionnaire, survey, or short article.This puts your name in front of the reader and gives them a chance to interact.It is also a way of monitoring how many people visit your site.ArticleHere an article is being presented by Ziqi Liao to go in detail virtual marketingwhich will give the understanding of the same:AN EXPLORATORY STUDY ON ELECTRONIC MARKETING ON THE NETIN CONCENTRATED MARKETPLACEManagement of Engineering and Technology, 1999.Technology and Innovation Management.PICMET apos; 99.Portland International Conference onVolume 1, Issue, 1999 Page(s):340 vol.1 -Digital Object Identifier 10.1109/PICMET.1999.808333
  34. 34. Summary:-This article presents a regression model to quantify the impact of a number ofdifferent aspects in relation to the willingness of consumers to shop on theInternet based on a survey conducted in Singapore. The research resultssuggest the following observations with regard to the local consumersperceptions on electronic marketing and their willingness to participate invirtual shopping.Ø The regression model produces a sign consistent with demand theory. Ifcost in the form of retail price offered over the Internet increases, theindividuals willingness to purchase would decline.Ø Transaction security is found to be a significant factor because thewillingness to shop on the net is negatively affected by this concern.Ø The more significant this dependency, the less the individual would bewilling to buy the product group on the Internet. This would mean offering agreater variety of products, better services and efforts to render virtual storesmore attractive and conducive and greater enjoyment in comparison totraditional shoppingØ Virtual shopping displays the properties of a classical superior good.Consumers are concerned with the limited life content of products marketedon the net. The pleasure of being able to touch and feel creates enjoyment.Ø Internet marketing is comparatively weak in this aspect, and thereforeproduct groups that rely heavily on senses other than sight are not likely tosell easily.Virtual marketing in fashion industryThe world of computer gaming has traditionally been assumed to be male-dominated. The Philosophy di Alberta FerrettistoreHowever, as the genderbalance starts to tip, and an increasing number of women take part in onlinegames, fashion designers including Giorgio Armani, Alberta Ferretti and ZacPosen have expanded into the virtual market, targeting the new, style-conscious female gamer. Cue the virtual designer online store, full ofattractive virtual designs, which may, in turn, lead to real life sales.
  35. 35. According to a survey conducted last year by the Entertainment SoftwareAssociation, the average game player is aged 35; the average age of the mostfrequent game purchaser is 39; and 37 per cent of women over 40 reportedthat they would rather play a computer game than watch television. As a result,female game players are key advertising targets for branded clothing,according to the 2009 UK National Gamers Survey, conducted by the globalmarket research firm TNS and the gaming information site, retail is already an enormous part of virtual shopping: clothing andaccessories account for 40 per cent of the sales in Second Life, the onlinerole-playing game where Giorgio Armani set up a virtual store and his ownavatar in 2007.The Giorgio Armani ‘Second Life storeIn September last year,, a virtual makeover website, launched agame called Designer Closet, introducing designer Norma Kamali - and hervirtual designs - to their three million users. Players select an avatar and thencheck out a closet packed with Kamalis spring/summer 2010 collection, whichthey can use to style their virtual selves. Players can then use a discussionforum to talk to others, criticize choices, and connect directly to Kamali herself.Kamali says: “Online games are useful to fashion designers because theycreate interaction and intimacy with brands.”Last month the US designer Zac Posen attended the launch of Next Island, avirtual world debuting this month as part of the Swedish gaming platformEntropies, an online multiplayer virtual universe. Posen was there to promotethe sale of his virtual and real life designs online. Designer Ralph Lauren hasalso expressed interest in the company. As more designers join, Next Islandplayers will be able to purchase not just clothes from their favorite designerbut, eventually, even visit various designers “islands”.Susan Posen, chairman of Zac Posen (and the designers mother), says:“There are people sitting at their desk on Wall Street and elsewhere whoseem to be spending quite a substantial amount of time on this. Its just afurther evolvement of our voyeuristic world, an extension of Face book andTwitter.”The hand-held computer world is equally keen to capitalize on fashion. Lastmonth, Nintendo joined forces with designer Charlotte Ronson to preview
  36. 36. Style Savvy, a fashion game for the Nintendo DS and DSi handheld systems.The game allows players to create their own clothing boutique, mix and matchmore than 10,000 fashion items, purchase stock, and monitor the storesfunds. Visitors to the online store see both the interior of the virtual shop aswell as web pages full of merchandise, while store owners can view theirdigital visitors and give style advice. Ronson is the first to jump on board andNintendo plans to add 16 more designers and their virtual goods to the game.”“This is a real-money economy - youre not talking about teenage boys in thebasement,” says David Post, chairman of Next Island. “One of my originalbackers came from iVillage [the media firm that owns Boy Meets Girls Cocohoodieseveral female-oriented websites], and they remember when peopletold them that older women wouldnt use the internet - now they are thepredominant users. About 65m people play casual games on sites such asFace book, and many of them are women over 40. And fashion in the virtualworld is very significant. How your avatar looks is important, and players willspend.” According to Post, one male gamer on the virtual-world websiteCalypso bought a coat for his avatar that cost $10,000 - in real currency.”The games industry is also bucking the recession trends. A report conductedby Deutsche Bank last August says the industry, which currently generates€30bn, is expected to top €52bn by 2012. More than 200m people worldwideplay casual games on the internet every month - of those, women make up 51per cent of free casual games players and 74 per cent of paying players.”About 17,000 virtual versions of Boy Meets Girls Coco hoodie were givenaway online. This is the real worlds and that is why designers are hopingvirtual purchasing will translate into offline sales. Before Christmas, Boy MeetsGirl, a brand selling casual separates that has been featured in the televisionshow Sex and the City, collaborated with the website Fashion Fantasy Game,where players are fashion designers or store owners, to give away about17,000 virtual versions of their Coco hoodie ($58 at Bloomingdalesdepartment store).As a result, Stacy M Igel, creative director of Boy Meets Girl, says: “For thebrand overall, we were up in real sales 50-70 per cent compared to the sameperiod last year. I attribute that directly to this online exposure.Strategic Enterprise-level in Virtual marketing Services
  37. 37. For the strategic enterprise level in the virtual marketing various counsel hasprovide different suggestions or we can say that various advice which hasenabled virtual marketing system to do harmonious operations for the same.Lingua Counsel enables organizations to drive lead generation and revenuethrough strategic online initiatives targeting prospects while ensuring furtheropportunity with existing clientele is unleashed.They are e-marketing specialists. LinguaCounsel is their provider forspecialized strategic e-marketing services and consulting. They haveovercome numerous customer challenges with success and have extensiveexperience in implementing e-marketing strategies. They have enabled theirSEO and strategic e-marketing customers to rank consistently within the top 5results in the primary search engines.Through their customer-centric business mindset, they work closely with theircustomers to ensure they know and understand each and every aspect oftheir objectives and put in place the means to attain them.They focus on creating and implementing custom and strategic SEM andstrategic e-marketing and business development plans by either working withtheir existing marketing department, or acting as their companys strategicmarketing department.In todays business world, our e-marketing strategy is one of our mostimportant methods to achieve success over our competitors in a sales cycleand overall customer satisfaction.LinguaCounsel provides reliable, high-quality strategic e-marketing andbusiness development services.TipsHere there are some tips for the small business whosoever wants to start theirbusiness with or by using virtual marketing strategies by enhancingthemselves in new market or in existing market which are as follows;Email is a medium for economically and effectively marketing our smallbusiness. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to our marketing effortsare largely geared toward bigger businesses.
  38. 38. email-marketing-tips-for-small-business-owners-trivunovic-osterdaySmall-business owners are busy folks, especially in the current economy.They wear many hats, including that of marketer. And it can be difficult forthose who plan and build email marketing plans and strategies for biggerorganizations to step back and reflect on the days when office politics didntexist and they had to do it all our self.Leverage and implement easily and quickly—while still having a positiveinfluence on our bottom line—without having to worry our self with multivariatetesting, dynamic content development, and data integration.Readmore: