This Presentation Consist and Covers all the topics Which Satisfies Syllabus of Subject Digital Marketing's Unit-2 Given in AKTU University - As Updated in 2017 Send Your Feedback on mukulguptahr@gmail.com

1. By,
Mukul Gupta
(Management Faculty & Corporate Trainer)
Introduction to E-Marketing – Unit 2

2. Introduction to E-Marketing
• E-Marketing in its simplest term can be
defined as interaction b/w marketer and
customer for creating AIDA in process over
the electronic means.
• Attention, Interest, Desire and Action 

3. Online Marketing Mix

4. Online Marketing Mix
E-Product
E-Place E-Price
E-Promotion
E-Marketing
Mix

5. Online Consumer
• An Online Consumer can be defined as an
individual who is virtually present in
internet world through access to internet
connectivity.
• One who communicate online
• One who buy things online
• One who sell things online
• One who learn online
• One who search online
• Etc.

6. CRM in Virtual World
• Customer Relation Management in its simplest
term is to manage the relations with customers
once acquired, for retaining and converting them
as brand loyal or brand referrer.
• Implementing or executing the entire process
through which the relations with customers can be
build up over the internet world is called as Online
Customer Relationship Management or CRM in
Virtual World.

7. CRM as Business Strategy
1. Identify
2. Acquire
3. Deliver
4. Develop
5. Retain

8. Goals of CRM
1. Customer Acquisition
2. Customer Retention
3. Build Relationship

9. Types of Customers in CLC
1. Prospects
2. Responders
3. New Customers
4. Established Customers
5. Brand Loyal
6. Brand Referrer
7. Former Customer

10. CRM Bonds

11. CRM Bonds

12. Online Branding
• “Branding is a process which creates a
unique entity of any product in consumer’s
mind, based on some specific attributes of
the product, its logo or tagline.”
• Persuading the process of creating a unique
image of any product in the mind of the
consumer using electronic medium or
internet connected websites or forums.

13. Online Branding Cont.
• The Era has completely changed.
• From “Seller’s World” we have entered in
the “Buyer’s World”
• World is working on Cyber Branding.
Online
Branding
Offline
Branding
Cyber
Branding

14. Online Branding Cont.
• Cyber Branding is the combination of 2
Vital Strategies.
– Online Branding
– Offline Branding
Using Offline tools to drive Web Traffic is the
Strategy on which Cyber Branding Works.

15. Digital Brand Eco-System

16. Traffic Building
• Traffic Building in its simplest term can be
defined as an activity of building or
creating crowd on company’s online
activities for making their work go viral or
reach its ultimate target.
• A Perfect Internet Traffic Plan works on
below given 3 things.
– Traffic building Goals
– Traffic building sources
– Traffic Volume Quality

17. Traffic Building
• Traffic Building Sources in Internet World
Can be: -
– E-Commerce
– Search Engine Marketing
– Affiliate Marketing
– Lead Based Website
– Banner Advertising
– Publicity (WOM)

18. Traffic Building Sources

19. Traffic Building Strategies
• An Ideal Traffic Building Strategy should majorly
focus on minimizing the CPA Cost.
• COST PER ACTION
• CPA = Cost Per Click
Total Cost Per Impression
• Strategy either can be to use Organic (Free) Tools
to drive web traffic.
• Or it can be to Use Inorganic (Paid) Tools to drive
Web Traffic.

20. E-Commerce
• An Interaction b/w Seller and Buyer over Internet
platform for the sake of Buying & Selling is called
as E-Commerce. (Amazon.Com, Flipkart.Com)
• E-Commerce in its existence as concept takes all
participating entities of any business transaction to
the Internet platform.
– Manufacturers
– Service Providers
– Suppliers
– Distributors
– Consumers

21. E-Commerce
• E-Commerce includes: -
– Idea Management
– Vendor Management
– Catalogue Management
– Purchase Order Integration
– Order Status
– Shipping Notice
– E-Invoicing
– Contract Management
– E-Payment

22. Consumer Buying Behavior in
Digital Age
• Traditional Marketing focuses on studying
consumer buying behavior in terms of What, How,
When, Why, How Much, How Often Customer buy
the product.
• But the Study of Consumer Behavior in digital age
reflects How, When, Why, How, How Often, How
Much Consumer acts or reacts on company’s
online activities and shows their interest category.
• Evaluation of Customer’s Online Behavior has
become so advance and effective due use of
analytical software which shows the detailed
insights of customer’s online activities on Website.

23. Consumer Buying Behavior in
Digital Age
• There are lot of Customer’s Activities Tracking
Tool available in the Market.
• One of the best tool is Google Analytics which
Shows the Entire data How customer reacts on
Things.
• https://analytics.google.com

24. Features of Google Analytics

25. Features of Google Analytics

26. Features of Google Analytics

27. Features of Google Analytics

28. Features of Google Analytics

29. Features of Google Analytics

30. Features of Google Analytics

31. Factor Affecting Consumer Behavior
– Company’s Internet Presence
– Company’s Visibility on Internet Platform
– Company’s Reach Increasing Strategy
– Company’s Online Promotional Activities
– Company’s Campaigns
– Company’s Viral Content
– Customer’s Technical Knowledge
– Technical Resources
– Company’s Cyber Branding
– Others

32. Content Planning & Writing
• Better Content Planning Includes –
• What is the Prime Objective
• What will the Placement for It
• What Should be the Mode Accordingly
• What is Required to Create

33. Content Planning & Writing
• Better Content Writing Includes –
• A Catchy Starting
• Action Generating Content
• Should have, what has been Searched
• Shall not be distracted
• An Average Complexity
• Interactivity