3. Web Presence: E-Strategies and Tactics


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3. Web Presence: E-Strategies and Tactics

  1. 1. Amity School of Business Jitendra Tomar 09650512300 jitendratomar@hotmail.comjitendratomar@rediffmail.com Orator
  2. 2. Amity School of Business• Part 3: Web Presence: E-Strategies and Tactics
  3. 3. Amity School of BusinessBuilding E-Presence
  4. 4. Amity School of BusinessThe Focus•Web site is the interface between the E-merchant and the Webconsumer. E-commerce is a unique way of doing business. Itsavailable 24x7, anywhere, and it is accessible to anyone and notonly allows business to display product and services, but also tosell them.•Building a Web Site is a major step toward doing business on theInternet. A website is the gateway to the Internet. Deciding howto design the site, what to include in it, how to organize itscontents, and what security measures to incorporate are criticalaspects of building an e-commerce infrastructure. Building E-Presence
  5. 5. Amity School of BusinessThe Focus•The general focus while building E-Presence should be on: • The main functions of the Website. • The steps taken to build a Website. • The importance of planning a Website. • Factors in website structure. • Web design criteria • What to consider while building up a technical team to develop a Website. Building E-Presence
  6. 6. Amity School of BusinessBuilding E-Presence Your Site can help you.
  7. 7. Amity School of BusinessWhat does a Website do?•Reach millions of customers quickly and reliably. • The customers look for convenience, ease of finding services or products, and the ability to order directly from their place.•Establish a presence in cyberspace. • The entry-level goal of a new Internet business is presence. • The new Website displays “who we are” information, which may include office hours, location, a map showing how to get to the physical property, and perhaps featured products. • Thousands of companies begin at this level before they turn the site into an interactive trading place. Your Website can help you
  8. 8. Amity School of BusinessWhat does a Website do?•Leverage advertising costs. • Unlike radio, TV, or newspapers, where limited time or space is available at high cost, advertising on the Internet is cheaper quicker, and limitless.•Reducing the cost of serving customers. • A Website can offer a variety of labor saving services- application forms, information via links or e-mail, and order handling and shipment without human intervention. • Answering FAQs on a Website cuts down on phone calls. • Asking for feedback from customers via e-mail also can provide information while the experience is fresh in the customer’s mind. Your Website can help you
  9. 9. Amity School of BusinessWhat does a Website do?•Promoting Public Relations. • A Website on the internet is like passing business card to thousands of potential customers. • It is like saying “here is what I do, what I am, and what I can do for you.” You can reach me anytime, from anywhere, and I will be available. • The Website also allows for the timely dissemination of information about a new product or a special sale.•Reach International Market and Customers. • The Internet is populated by millions of prospective customers all over the world. • The online population at an instance is the prospective customer population. Your Website can help you
  10. 10. Amity School of BusinessWhat does a Website do?•Test & Market New Product or Service. • In an increasingly time-sensitive environment where strategic thinking is critical, the time gap between manufacturing and retailing is becoming increasingly narrow. • One or more webpages can display changes in your product and service faster than you can disseminate via any physical medium. Your Website can help you
  11. 11. Amity School of BusinessThe Building Life Cycle: From Page to Stage.
  12. 12. Amity School of BusinessBuilding a Website – It is a Science.•Site building is a science of figuring out what you as a sitedesigner want the site to do and then creating a blueprint forthe building process.•The building life cycle has following steps: • Plan the Site. • Define the audience and the competition. • Build site content. • Define the site structure. • Develop the visual design.•The management focus on these critical issues so as to get theWebsite effectively developed. The Building Life Cycle
  13. 13. Amity School of BusinessPlan the Site.•Technical Planning Stage – the aim is to provide for quickapplication development and deployment. Doing this meansorganizing the site, creating an efficient structure for the files andfolders that make up the site.•Business Planning Stage – includes deciding the Site’s mission,the short and long term goals of the site, who the intendedaudience is, and why people will want to visit the site.•MIS Planning Stage – includes deciding on how the Website willtie to core internal process of the organization like inventorycontrol, database lookup, and the like. It is basically tying downthe value chain functions (ERP, SCM) & decision making processwith the transitions happening on the Website. The Building Life Cycle
  14. 14. Amity School of BusinessDefine The Audience And The Competition.•Determining the audience can pay handsome dividends.Defining the audience includes not just who the users are, buttheir goals and objectives as well.•The goal of Website design is to enhance site visitor’sexperience by escorting them to the merchandise that best suitsthem. Speed and responsiveness are crucial. Always rememberthe seven-second rule.•The second part of this step is competitive analysis. The idea isto be aware of what other sites are doing. Make a list of yourcompetitors’ Websites, evaluate them, and see where your sitedneeds work.•User experience, defining the audience, creating scenarios andevaluating the competition are part of the design document. The Building Life Cycle
  15. 15. Amity School of BusinessBuild Site Content.•This phase points out what the site will contain.•The main focus is on gathering the pieces of data & informationfor creating and organizing the structure of the site.•This includes making a list of necessary items like company’slogo, a product catalog, bio of the company, testimonial pageby loyal customers, a form for placing an order, a hit counterand the like.•The preparation of the content is know as Content Inventorythat is circulated to the key department heads or through acommittee to develop the support for the content and build theconsensus before designing a Website. The Building Life Cycle
  16. 16. Amity School of BusinessDefine the Site Structure.•The main focus here is on- • Creating a good site structure, • Exploring various metaphors to represent content items, • Defining the architectural blueprints, and • Deciding how the user will navigate the site.•This step ensures easy site navigation and well laid out pagesand templates.•The structure could be thought of as the skeleton that holds theentire site together. The Building Life Cycle
  17. 17. Amity School of BusinessDevelop the Visual Design.•The styles, appearance, view-ability & resolution are the keyissues to be focused in this step.•Page styles, background colors, font size & color, placement ofmenus, display of links, placement of navigation buttons,advertisements & banners, page titles, header and footer,cascading style sheets are the points to be addressed.•This could be practiced by using a layout grid which could beutilized for ideating the page-map.•Designers also try to give the personalization control to the usersso that they can customize the layout of the Website.•Designers in today’s date also like to abide by the regulationslike ADA, AARP or similar concepts. The Building Life Cycle
  18. 18. Amity School of BusinessBuilding a Website: Design Criteria.
  19. 19. Amity School of BusinessThe Design Criteria•In designing Websites, the primary goal is for visitors toexperience the site as you intended them to.•If the site presents information, or distributes or sells a product orservice, the visitor must view the site as having credibility.•A Website is a part of an e-business strategy that should bedesigned and managed effectively.•The key factors to consider are Appearance and QualityAssurance, public exposure, consistency, scalability, security,performance, and navigation and interactivity are among thekey factors to consider. Building a Website
  20. 20. Amity School of BusinessThe Design Criteria•Appearance and Quality Control • Is the Site aesthetically pleasing? Most Site developers agree that mixing text with graphics adds interest. Allowing text to flow around graphics or varying the margins also tends to make the content more attractive. • The goal is to make the site easy to read, easy to navigate, and easy to understand. • The attractiveness of a Website has a lot to do with quality assurance. It is a process used to check the readiness of a site before it is loaded on the Web. Visitors want to trust the site and be assured that it is reliable and has no glitches or blips, regardless of the frequency of access. Building a Website
  21. 21. Amity School of BusinessThe Design Criteria•Public Exposure • E-Commerce is public. Any mistakes, redundancies, misrepresentations, oversights, or unauthorized content or links are immediately displayed for the world to see. • These problems all have legal, marketing, and public relations implications. • The Web designer should verify that content as well as form are credible and reliable at all times. • Public exposure also includes site availability – uninterrupted 24x7. • To ensure availability, the networking and technology infrastructure must support the site. Building a Website
  22. 22. Amity School of BusinessThe Design Criteria•View-ability and Resolution. • The key question here is whether the site is viewable in different browsers. The two major browsers and Netscape Navigator and MS Internet Explorer. Also, everyone uses different resolutions and screen sizes. • Although a site will look best at a certain resolution, it should be viewable in 800x600 without a side-scroll and also be viewable in 1024x768 and higher without the background tiling horribly.•Consistency. • The site should have the design theme and text theme. The site should not be restricted with a specific kind of Browser. It should appear the same on all visitor’s screens. Building a Website
  23. 23. Amity School of BusinessThe Design Criteria•Scalability. • Does the site provide a seamless growth path, and does it have the potential for enhancement or upgrading in the future? • Scalability is an important consideration for new Websites because it is difficult to determine the number of future visitors. A Website should be capable of being expanded as usage increases and as needs change.•Security. • Protecting a site from hackers is a tricky business, especially when it comes to deciding on the security software, encryption algorithm and methodology to ensure secure trading online. Building a Website
  24. 24. Amity School of BusinessThe Design Criteria • The Site should show only what the visitor wants to see. • Websites where access security is critical should run on dedicated secure server.•Performance • From end user’s view, performance is judged based on how long it take for the page to appear? Sites that are heavy on text often download instantly. Graphics take time and can bring downloading of the page to a halt. • Most search engines have a 45 second timer. If the site takes longer that 45 seconds to download, it displays the message “can’t find” or Can’t access site” Building a Website
  25. 25. Amity School of BusinessThe Design Criteria•Navigation and Interactivity. • A Website must be logically linked and allow visitors to get to another page that is on interest to them and then back to the homepage. • Icons and buttons should be formatted and laid out to expedite navigation. • Excessive Web advertisements can work against navigation and customer focus. Excessive advertisement can lead to cluttering, where ads are pasted over, under, and next to the homepage. These distractions can reduce the surfer’s interest in what the Website has to offer. Building a Website
  26. 26. Amity School of BusinessWebsite: Project Failure
  27. 27. Amity School of BusinessWhy the Website Projects Fail?Its not always that the Website Development project ends upwith a successful Website. Professional often wonder whyWebsite projects fail. Here are some reasons: • Unrealistic Deadlines • Website designers agree to a completion date when they have no idea how to meet it. • In trying to meet such an unrealistic deadline, the team pushes for an aggressive schedule to accelerate the work, only to encounter one error after another that delays the whole Website project. • To make up for lost time, testing begins to degenerate, which invariably causes problems after installation. Project Failure
  28. 28. Amity School of BusinessWhy the Website Projects Fail? • Incompetent or inadequate staffing. • When the project team is short-handed, lacks competency, or is under pressure to produce miracles, motivation is the first victim of such arrangements. • The incompetent developers, when subjected to working pressure, may fail to produce desired output, resulting in development of unprofessional Website. • Poor quality design • When quality suffers, it is either because of incompetent staff or trying to meet unrealistic deadlines. • In the latter case, quality reviews, inspections, and thorough testing take a back seat, especially when pressure comes from top management. Project Failure
  29. 29. Amity School of BusinessWhy the Website Projects Fail? • Changing requirement of the client • This problem has been known for decades to cause delays in the completion and quality of Website design. • The constant changes would break the concentration of the development team. Also restructuring a Website means new planning and development process, which may further tighten the deadline. • The client who keeps making changes could drive the design team batty. Project Failure
  30. 30. Amity School of BusinessWebsite: The Lame Site
  31. 31. Amity School of BusinessWhat Lame Sites (Killer Sites) do?The best way to focus on building successful Websites is to knowthe cons of landing up with a Lame site. Even if the WebsiteDevelopment projects get complete, business may land uphaving a Lame site, that will: • Keep customer clicking away to competitors Website. • Keep surfers wonder about the kind of product/service the company provides. • Fail to upgrade regularly, lack of anything new, innovative, or attractive, fails to retain the customer. • Waster visitor’s time by requiring them to fill out tedious forms, only to find out the Website does not have much to offer. • Slow sites use ugly graphics that hardly represent anything about the firm or its products. Lame Site
  32. 32. Amity School of BusinessWebsite: Website Evaluation
  33. 33. Amity School of BusinessWebsite Evaluation CriteriaIn evaluating Websites, several criteria can be used: • Color • Color and general layout have a definite psychological impact on site visitors. • A specific used on the site must be evaluated from the perspective of culture, age, gender, and class difference. • Shape • Shape is an extremely powerful (but overlooked) tool. It can motivate consumer, inspire visitors, and make a visit to the Website enjoyable. • A circle, triangle, or a rectangle could convey different feels to the audience as in the case of color. Website Evaluation
  34. 34. Amity School of BusinessWebsite Evaluation CriteriaIn evaluating Websites, several criteria can be used: • Type (Font) • Type should be appropriate and used carefully. Decorative fonts are best used for titles and display; they should not be used for body type. • Times New Roman (organization & intelligence, elegant and conservative), Sans Serif & Arial (warm & friendly). • Content • Websites should provide valuable, timely information-not lots of text. • Updated information, interactivity, fun, and freebies, well-organized, edited, and timely original content set in an attractive and consistent format are traits of great Websites. Website Evaluation
  35. 35. Amity School of BusinessWebsite Evaluation CriteriaIn evaluating Websites, several criteria can be used: • Services Offered • What unique services does the site offer? It is not enough for a company to simply list its services. It must provide some detail on those services, along with contact information in case of questions or a need to follow up. • Primary Focus & Ancillaries • Every Website should have the primary focus which indicates the core business of the company. • In addition, the website should also detail & provide links to the ancillaries. • The companies should give appropriate weightage to core business planning and ancillaries planning. Website Evaluation
  36. 36. Amity School of BusinessWebsite Evaluation CriteriaIn evaluating Websites, several criteria can be used: • Professionalism • This criterion considers how professional the site looks to a visitor. It includes neatness, spelling, and grammar. • Speed • The critical question here is how long it takes the visitor to click from one page to the next. A page that takes more that 8 seconds to come up rates low. Always remember the 7 second rule. • Consistency • This criterion looks at how similar Webpages are in layout and design. It the site doesn’t have a theme, it will not attract many visitors. Website Evaluation
  37. 37. Amity School of BusinessWebsite Evaluation CriteriaIn evaluating Websites, several criteria can be used: • Personalization • Sites that are high on personalization keep track of repeat visitors and their preferences, and respond to them as though the interface is one-to-one. • Security • Sites with firewalls and digital certificates, as well as SSL for information and transaction processing, would rate high on the security scale. • Scalability • The criterion is related to how easily a site can be updated with the development of business in coming future. Website Evaluation
  38. 38. Amity School of BusinessWebsite: Site Usability
  39. 39. Amity School of BusinessWhat Makes a Website Usable?•The term usability has been used with different meanings indifferent situations.•Usability refers to a set of independent quality attributes likeperformance, satisfaction, ease of navigation, and learnability.•For End Users • For the end users, it means an application that allows the user to perform the expected tasks more efficiently.•For Managers • It is a major decision factor for selecting a product.•For a Software Developer • Usability is viewed in terms of the integral attributes of a system that affect user performance and productivity. Site Usability
  40. 40. Amity School of BusinessWhat Makes a Website Usable?How well the Website address the following criteria, scalesWebsites as usable or not.•Is the Site engaging? • That is, do visitors enjoy the experience? Do they feel in control of the site tour?•Is the Site Efficient? • Is response time fast enough to keep visitors on the site? Does the site make it easy for visitors to understand what each page is about?•Is the site supportive? • When visitors make a mistake, is it easy for them to undo their mistake? Does it offer help, advice or directions when necessary? Site Usability
  41. 41. Amity School of BusinessWhat Makes a Website Usable?•Is the Site consistent and reliable? • Does the site respond consistently throughout a visitor’s tour?•Give visitors what they’re looking for. • Give visitors a reason to visit. The site should be designed to reflect what visitors want to buy rather than what the merchant wants to sell.•Identify the business. • The content should show the business in a unique light.•Easy to navigate • A visitor who gets lost in the middle of the site will most likely leave out of frustration. Remember the 7 second rule. Site Usability
  42. 42. Amity School of BusinessWhat Makes a Website Usable?•Focus on content before graphics • Content should be useful and usable. Good content should guide, educate, sell, and make a hit with the visitor. • Graphics and animation are no substitute for content. They should be used carefully.•Make your text scan-able. • According to Nielsen’s research, 79% of Web users scan rather than read. Only 21% read. To improve scan-ability, consider bold text, large type, highlighted text, captions, graphics, content lists, and bulleted list.•Be careful about flashy content • Present information without boasting and minimize any subjective claims. People do not appreciate being misled. Site Usability
  43. 43. Amity School of BusinessWhat Makes a Website Usable?•Encourage visitor feedback • The Website should incorporate an opportunity for visitors to offer praise, criticism, suggestions, and the like, make it easy for them to reach you via the Web, by phone, fax, or e-mail.•Test, test, and test again • Remember the two level of testing: • First, see if the Website is technically right, • Then, see if the site is having acceptance with the audience. • Simply analyzing site logs (records of how many hits each page got, the paths users took through the site, and so on) is not a reliable way to test the Website. The acceptance of the site with the audience should be tested. Site Usability
  44. 44. Amity School of BusinessWebsite: Site Testing
  45. 45. Amity School of BusinessReliability Testing:•The internet’s increasing role as a medium for commerce hasplaced new emphasis on reliability. Reliability is related tousability, the core of which is availability.•The three components to Web availability: • System availability, • Network availability, • Application availability.•To ensure Website reliability and usability, the following pointsare worth noting: • Provide system backup, • Install a disk-mirroring feature, • Ensure that the system hardware is fault-tolerant. Site Usability
  46. 46. Amity School of BusinessReliability Testing:•To ensure Website reliability and usability, the following pointsare worth noting: • Provide system backup, • Install a disk-mirroring feature, • Ensure that the system hardware is fault-tolerant, • Be sure applications are self contained, • Allocate appropriate hard disk and database space, • Test the compatibility factor, hardware with hardware, hardware with software, software with software, and network compatibility with software, hardware and database. Site Usability
  47. 47. Amity School of BusinessUser Testing:•Once the design process is complete, user testing is crucialbefore loading the site on the Internet.•The users for this testing are the people who have no pre-conceived notion about the site.•If majority of the users testing the site finds it difficult to locate acertain feature, there is a good chance that the wider audiencewill have the same difficulty.•The designer should present the site with a description and anexplanation of the layout before placing the site in front of theusers and let them review it. Their reactions can give thedesigners a good sense of the underlying patterns in theirresponses. Site Usability
  48. 48. Amity School of BusinessWeb Testing:•The Web testing is generally done by automated tools whichlook into the interactions among: • HTML pages, • TCP/IP communications, • Internet Connections, • Firewalls, • Application that run in Web pages (Java script, plug-in application, and the like), • Application that run on the server side like database interfaces and logging applications.•Other considerations might include • Expected load on the server and performance ratio. Site Usability
  49. 49. Amity School of BusinessWeb Testing: • Downtime of the server. • The kinds of security (firewalls, encryptions, passwords, etc) required. • The connection speeds the target audience will be using and whether they are within the organization or Internet- wide. Site Usability
  50. 50. Amity School of BusinessWeb Server Testing:•It is not just the links, images, color, or format that can affectthe performance of a Website.•Major performance indicators are the speed of the servers andthe network connection.•Review the status of ISP’s Web server, the bandwidth used, theWebsites it hosts, and the nature of the Web traffic the ISPhandles.•If hosting the Website independently, revisit the server softwareto ensure that it is tuned for speed.•Test the site against the competition to see how well it fares interms of speed and overall performance. Site Usability
  51. 51. Amity School of BusinessInternet Marketing: Objectives
  52. 52. Amity School of BusinessObjectives of Internet Marketing:•The Internet is transforming every organization and forcing thecorporations to rethink strategies and directions.•Internet offers a high degree of interaction and affordsconsumers unprecedented benefits, from convenience tobargain price.•Marketing is “the art of possible.” It is the process of planningand implementing the conception, pricing, advertising, anddistribution of foods and services to meet the demands of themarket for which the product or service is intended. When itcomes to reaching people online, the opportunities are virtuallyunlimited.•It is important to know that online marketing is about business,not just technology. In a Nutshell
  53. 53. Amity School of BusinessObjectives of Internet Marketing:•The main objectives of Internet Marketing are: • Leveraging an existing investment. • Starting simple and growing fast. • To understand what to offer as a product or service. • Anticipating where the company is going with the product. • Understanding what is unique about the product. • Attracting and promoting a repeat customer base, • Keeping the lines of communication with the customer or supplier open and operational around the clock. • To know the customers, its habits, behaviors, and potential. • To make sure that the business is fast and reasonable. In a Nutshell
  54. 54. Amity School of BusinessInternet Marketing: The Pros & Cons
  55. 55. Amity School of BusinessThe Pros of Online Shopping:The following factors make online shopping attractive:•Choice • Customers is general enjoy having choices before they decide whether to buy or what price they are willing to pa for a product.•Vast Selection • Online, products can be reviewed and compared at no cost in time or funds. This feature makes online shopping much more efficient than having to visit store after store.•Quick comparison • Consumers can quickly compare products in terms of price, quality, shipping terms, and so on before making a final choice. The Pros & Cons
  56. 56. Amity School of BusinessThe Pros of Online Shopping:The following factors make online shopping attractive:•Availability • Website is an online store. In the Internet market, it can stay open 24x7. Customers are spread all over the world and can make purchases as and when they want.•Economical • Saves a lot of capital. Emailing the subscription base is cheaper as compared to sending a letter through the physical mail.•Instant Updation • Updating the subscribers through e-mail may allow them to start shopping as soon as they check the mail. The Pros & Cons
  57. 57. Amity School of BusinessThe Cons of Online Shopping:Along with good features, comes a few drawbacks.•Lack of in-store help • Products that require in-store help continue to be bought at traditional stores. • Buying personal items like perfumes or clothing, buying large items like furniture, usable tools where demo is required, and the like.•Real shopping Experience • Websites do not provide a consumer experience that feels like real shopping. • Also the tools available on the Website to help the user reach the right product are inflexible. Consumers continue to search on their own, which is not the goal. The Pros & Cons
  58. 58. Amity School of BusinessThe Cons of Online Shopping:Along with good features, comes a few drawbacks.•Cost • Internet marketing is not free organizations have to spend of the infrastructure, designing of Website and maintaining it, distribution costs and time. The overhead and hidden costs have to be considered while providing the products and services.•Lack of Updation • Timely updating the Website is important at all costs. It is easy to leave content unattended to, thereby resulting in obsolete, dump and lame Websites which may harm the image of business rather that giving the clear picture. The Pros & Cons
  59. 59. Amity School of BusinessThe Cons of Online Shopping:Along with good features, comes a few drawbacks.•Security and Confidentiality • The users should know that you provide complete security. The audience is mainly hesitant when it comes to online purchases. The fraudulent and other malpractices often deter customers from conducting online businesses.•Competition • There is a lot of competition in the online market. Unless business provide what customers need within a few clicks, they will be far gone. The Pros & Cons
  60. 60. Amity School of BusinessInternet Business: What’s the Justification
  61. 61. Amity School of BusinessJustifying an Internet Business (e-presence)The first question a merchant should ask before plunging intoInternet marketing is “Is the Internet right for my business?” Toanswer this, organization should have a clear picture of thebusiness and an understanding of the forces that might threatenits survival.Several reasons might be given for going on the Internet:•Establish Presence • The platform could be used to provide information like company info, history, location, shopping hours and so on. • The information could also disclose the products for sale, today’s specials, methods of payment, special discounts or offers, and the like. What’s the Justification
  62. 62. Amity School of BusinessJustifying an Internet Business (e-presence)•Establish Presence • Make customer know that you are available to serve them efficiently. • Many brick-mortar stores use online marketing to attract new customers. • Eg: banks make a form available to pre-qualify for a loan could be rated as entry-level Internet Marketing.•Heighten Public Awareness • Anyone who access a company’s Website and learns about the company, and what it offers is a potential customer. In fact, any online individual at a specific time, could be rated as a potential customer. • No alternative marketing medium can do the same jot this quickly or this well. What’s the Justification
  63. 63. Amity School of BusinessJustifying an Internet Business (e-presence)•Share Time-Sensitive Information • When it comes to timing and availability of information, the Web has no equal. • Eg: quarterly earnings statement, merger news, or the name of the grand prize winner, news, interviews, audio releases, reservation status on the travel sites and the like.•Answer Important Questions • Every day organizations spend time and money trying to address customer queries, most of which are repeat questions. Among the roles of the Website is to compile FAQs that customers can access. • This will remove another time consuming task from the company’s staff. What’s the Justification
  64. 64. Amity School of BusinessJustifying an Internet Business (e-presence)•Stay in Touch with Field Personnel • The sales force occasionally needs information from the home office about a product, a procedure, or a special situation. • Using the Web to provide such information is the most efficient and effective way to do business from afar.•Market at the International Level • With a Web page, a company can reach international customers just as easily and quickly as it can each the customer next door. • In fact, many companies have learned that before going on the Web, they must have a plan in place to handle the surge of orders. What’s the Justification
  65. 65. Amity School of BusinessJustifying an Internet Business (e-presence)•Serve the Local Market • Local or global, Web access is everything. A local restaurant, a movie theater, or an auto repair shop can benefit from web marketing. No matter where the business is locate, the customer should be able to access it on the Web.•Market Specialized Products • Specialized products or services, from baseball caps to flying lessons, are ideal for Internet Marketing. • With millions of surfers on the Web, the smallest interest group could turn out to be a sizable number of customers for the product if it is made available in the desired configuration. What’s the Justification
  66. 66. Amity School of BusinessInternet Business: Marketing Techniques
  67. 67. Amity School of BusinessInternet Marketing Techniques:The Internet allows for a continuum of marketing techniquesranging from strictly passive to aggressive.•Pull Marketing • Passive Internet Marketing is called Pull Marketing, because it required the user to pull the information from the Site. • The user must actively seek out the site by taking the initiative requesting specific information from the Website. • Currently, most people access Website content by pulling. Each time the user clicks a link, the browser sends a request to the Web server asking for a specific page. The browser downloads the page and displays it on the user’s screen. Marketing Techniques
  68. 68. Amity School of BusinessInternet Marketing Techniques:The Internet allows for a continuum of marketing techniquesranging from strictly passive to aggressive.•Push Marketing • In aggressive Internet Marketing, the Website seeks out potential customers. • This is called push technology, because the Website “pushes” the information at the consumers, irrespective of their interest. • The companies follow the given push marketing strategies to reach the customers: Spamming  Banner Advertisements  Cookies  Permission Marketing  Popup  Viral Marketing Marketing Techniques
  69. 69. Amity School of BusinessInternet Business: The E-Cycle of Internet Marketing
  70. 70. Amity School of BusinessThe Life Cycle:Like any business venture, Internet Marketing follows a life cyclethat begins with planning, followed by the four P’s:•Product•Pricing•Place (distribution or delivery), and•Promotion (customer personalization is unique to marketing onthe Internet) E-Cycle of Internet Marketing
  71. 71. Amity School of BusinessThe Business Plan:A business plan is a written document that identifies the businessgoals of an organization and how the organization will achievethem.It is as simple as laying out the things the organization want to doand matching them against other products on the market, thecompetition, the constraints, and the cash flow requirements.In virtually every case where an online business failed, it waseither because of poor planning or poor management.A business plan is critical for an Internet Business.A committee of experienced staff usually looks at the entire lifecycle of the business, does simulations to see how well a Websiteoperates using sophisticated software, and matches all thealternatives against set goals before generating the master plan. E-Cycle of Internet Marketing
  72. 72. Amity School of BusinessThe Business Plan:The content of a business plan varies with the type and size ofthe business, but generally includes the following elements:•Mission • What is the business trying to achieve? Missions are related to the vision of the owners, which is also considered.•Product • What the organization is selling? What makes it unique?•Competition • Who are the competitors? How well established are they? Analyze their Websites and review the unique features they offer customers. E-Cycle of Internet Marketing
  73. 73. Amity School of BusinessThe Business Plan:•Target Audience • Are prospective customers likely to use the Internet at work or at home? Do they use e-mail, newsgroups or social networking platform?•Marketing • How do the organization plan to reach the customers? What advertising media do you plan to use?•Sales plan • What sales methods (telemarketing, agents) do the organization plan to employ? What about distribution channels, pricing, and fulfillment processes? E-Cycle of Internet Marketing
  74. 74. Amity School of BusinessThe Business Plan:•Operations • What equipment, location, and size of facility is the organization planning to start with? What about the size and quality of staff that will support the operation? Details of the suppliers, what are customer support and services? And the like.•Technology • What hardware/software and other technology is needed by the organization? Information about ISPs and their reliability and their charges. E-Cycle of Internet Marketing
  75. 75. Amity School of BusinessThe Product:•When it comes to product, the emphasis is on viability, quality,reliability, dependability, and integrity.•Quality products means fewer headaches in the way of returns,repairs, or customer complaints.•This is especially important in Internet Marketing, wherecustomers look for reputed merchants with quality products atcompetitive prices.•Product may be physical goods or services, but in both thecases, identifying the unique features of either type is critical inInternet Marketing so that right segmentation of audience couldbe done effectively. E-Cycle of Internet Marketing
  76. 76. Amity School of BusinessPricing:•Once the products is identified, the next step is to decide howmuch to charge.•Web-based pricing strategies differ with the merchant, themarket, and the type of customer.•The pricing is highly influence by: • The investment in the technological infrastructure by the company or merchant through which the online transactions are committed. • The overhead cost saving which other wise incur with the physical store like wages & salaries of workers, the investment in physical property, execution overheads like electricity bills and the like could lead to discounts.•The prices hence have to be fixed accordingly. E-Cycle of Internet Marketing
  77. 77. Amity School of BusinessPlace:•Electronic commerce facilitates the exchange of informationbetween businesses and delivery companies to ensure promptdelivery of physical goods.•More and more companies align their fulfillment phase withdelivery companies (Federal, Gati, DHL) so that direct deliveriesare made to the customer from the supplier to the customer.•Also, the Internet itself can be viewed as a delivery channel fordigital products.•Internet Merchants deliver online news services and stocktrading services electronically.•This is a new distribution channel for sellers of digital productsthat is cheap, fast, and effective. But its availability & use, due totechnical & social inequality, in all parts of the Globe is alwaysquestionable. E-Cycle of Internet Marketing
  78. 78. Amity School of BusinessPromotion:•Internet Marketing is about promoting a product to get theattention of prospective customers.•E-Marketing conceptualize AIDA (Attention, Interest, Desire, Action).•E-Promotion also involves e-presence, which is done in 3 ways: • Promoting yourself on your Website – this involves having relative domain name, giving company info, awards & achievements, feedback support, contest & games, discounts and the like. • Promoting yourself on the Internet – by using facilities like e-mails, newsgroups, advertising on other sites, and mobile marketing. • Promoting yourself on the Web – optimizing site for search engines, spider compatibility and ShopBot compatibility. E-Cycle of Internet Marketing
  79. 79. Amity School of BusinessInternet Business: Integrating E-Commerce & Business Activities
  80. 80. Amity School of BusinessIntegration of E-Com & Business Activities – What it does?•The integration may enhance the value chain activities whichin turn helps business to be more effective. The value chainactivities are of two categories: • Primary Activities – this comprise of Inbound Logistics, Operations, Outbound Logistics, Marketing and Sales, and Service. • Support Activities – may include corporate infrastructure, human resource, and technology development.•The integration may certainly see the enhancement in theservices like • Customer Relationship Management, • Supply Chain Management, and • Enterprise Resource Planning. E-Com & Business Activities
  81. 81. Amity School of BusinessSupply Chain Management:•Supply chain refers to the flow of materials, information,payments, and services from raw material suppliers, throughfactories and warehouses, to the final consumer. It includes taskssuch as purchasing, payment flow, materials handling,production planning & control, logistics & warehousing, inventorycontrol, and distribution.•Supply Chain Management means coordinating, schedulingand controlling procurement, production, inventories anddeliveries of products and services to customers.•Supply Chain Management includes all the steps you doeveryday in your administration, operations, logistics, andinformation processing from your customers to suppliers.” E-Com & Business Activities
  82. 82. Amity School of BusinessSupply Chain Management:•Supply chain Flows are of three kind: • Materials Flow – flow of all physical products, new materials, and supplies that flow along the chain. • Information flow - relates to all data flow associated with demand, shipments, orders, returns and schedules. • Financial flow - include all transfers of money, payments, credit card information, payment schedules, e-payments and credit-related data.•Supply chain involves three segments; • Upstream (Inbound) - where sourcing or procurement from external suppliers occur. • Internal (Operations) - where packaging, assembly, or manufacturing take place. • Downstream (Outbound) - where distribution or dispersal takes place, frequently to external distributors. E-Com & Business Activities
  83. 83. Amity School of BusinessSupply Chain Management:•Supply chain Problems: • Demand forecasts are the major source of uncertainties. This may include competition, prices, weather conditions, technological developments, and customer confidence. • Delivery time uncertainties – Machine failures, road conditions, shipments. • Production delays – due to quality failures, plant failures. E-Com & Business Activities
  84. 84. Amity School of BusinessSupply Chain Management – benefits of using e-medium:•Integrated, automatic system-to-system interaction with alltrading partners.•The ability to integrate those interactions seamlessly with yourin-house applications and processes to provide true end-to-endvisibility and control.•Accommodation of the individual nuances of each partnersmode of interaction.•A high-quality and reliable means of exchanging messagesover the Internet, which provides business-level guarantees ofdelivery and integrity.•Intelligent management of those interactions, allowing controland ability to change them dynamically.•The ability to adapt to change, by quickly and easily locatingnew services or partners, learning their specific capabilities, andforming a rapid "electronic bond" with them. E-Com & Business Activities
  85. 85. Amity School of BusinessSupply Chain Management – benefits of using e-medium:•Tangible Benefits • Inventory reduction, Productivity improvement, Order management improvement, Financial-close cycle improvements, IT cost reduction, Procurement cost reduction, Revenue/profit increases, Maintenance reduction, On-time delivery improvement.•Intangible Benefits • Information visibility, New/improved processes, Customer responsiveness, Standardization, Flexibility, Globalization, Business performance, Reduction in duplication of entries, controls and reconciliation are enhanced, rapid assimilation of data into the organization. E-Com & Business Activities