This document outlines the online marketing process for e-commerce. It discusses 6 steps: 1) segmenting and identifying customers, 2) creating promotional materials, 3) distributing content to customers, 4) interacting with customers, 5) learning from customer feedback, and 6) providing customer service. Key aspects of each step are described, such as demographic and behavioral segmentation, determining advertising budgets and goals, using interactive and content-oriented ads, collecting and analyzing customer data, and building brand loyalty through online customer support. The document also briefly mentions issues around products/pricing, promotions, market research methods, and managing search results.

1. Advertising and marketingin E- commerce By : Devika(844) Karan(847) Rohit(861)

2. Introduction to online marketing process Internet marketing is equivalent to creating a home page on the www with underlying assumption that “create it and the hordes will come” The assumption is that the product or service stands by the technical superiority and will be recognized by the customer as being superior. The change in technology requires a change in marketing philosophy .the popular direction that most of the companies adopted takes the stand of hypertext publishing environment.

3. Contd…. The internet in recent years has been used successfully by start-up companies in promoting and disseminating their new product. ex : Netscape Communication

4. Interactive marketing process on the internet Step 1: Segment and identify potential customers. Step 2: Create promotional ,advertising , and educational material. Step 3: Put the material customers’ computer screens. Step 4: Interacting with the customers. Step 5: Learning from customers Step 6: On-line customer service

5. Step 1: Segment and identify potential customers Typical segmentation approaches that need to be reengineered and carried out on the internet are as follows: Demographic approach. Benefit or behavioral approach. Volume approach. Business specialization approach. Product differentiation and planning

7. Who should the ad “talk” to?

8. What should the ad say?

10. Step 3:get the content to the customer Communication medium should be clear and strong. Feedback should be taken from the customer constantly.

11. Step 4: Interacting with the customers. Passive interaction via anonymous FTP sites. Direct interaction Group dialog Video conferencing

12. Step 5: learn from the customer Continuous communication with the customers will help the company to get the inputs from them. The information regarding the tracking of accesses to the company’s materials over the internet can be compared with any tangible results obtained through other channels.

13. Step 6: provide customer service and support On –line customer service is an essential part of the electronic commerce chain, where people are more in touch with one another than in any type of market. On –line can include bulletin boards and knowledge bases provided directly by the vendor or special interest groups etc. Brand loyalty through customer service should be cultivated .

14. Market research Data collection. Data organization. Data analysis and sense marketing.

15. Issues in marketing and advertising Product and price related topics. Promotion related topics Market research methods and tools Managing the search space.

16. Thank you!!!