2. Internet marketing technologies
Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web
and email to drive direct sales via electronic commerce, in addition to sales leads from websites or
emails. Internet marketing and online advertising efforts are typically used in conjunction with
traditional types of advertising such as radio, television, newspapers and magazines.
Digital marketing is a subset of marketing that is used to promote a brand or product using one or more
electronic technologies. The goal is to influence target consumers in taking action. The power of digital
marketing is phenomenal. You can reach millions of users within hours and a couple of click
3. Similarities and differences between Internet
Marketing and E-Commerce
The Similarities
• Internet marketing and e-commerce both deal with online transactions.
• Internet marketing is a part of e-commerce. Businesses go online to find their
prospects, that’s internet marketing. When customers decide to carry out
actions like make purchases, payments for services; ecommerce provides the
prospect(s) with the convenience required to make such decision.
• E-commerce and internet marketing are within the customer’s reach 24/7 and
it is a cost-effective way of promoting business. Not necessarily inexpensive.
4. Similarities and differences between Internet
Marketing and E-Commerce
The Differences
• E-commerce is a Wider concept Than Internet Marketing. Internet marketing only
deals with business transactions carried through internet, e-mails, search engines
whereas e-commerce carries business transactions through various electronic
mediums like internet, mobiles, telephones, fax machines, ATMs, credit cards.
• Internet Marketing Strategies Are Carried Out From an Advertising and Branding
Perspective Businesses harness internet marketing effort to capture customer’s
attention with attractive designs and ads but e-commerce businesses take a shop-
keeper approach by trying to figure out how customers search for products, who buys
what and the features, functionality and prices customers are most attracted to.
5. The 9 Digital Marketing
Channels for E-Commerce
• Search Engine Optimization (SEO)
According to PowerReviews, 35% of
consumers start their shopping journey
on Google search. Making sure your
eCommerce store is optimized for search
engines is key.
• Search Engine Marketing (SEM)
If you’re looking for immediate short-term
results and you simply can’t wait for
search engines to rank you (it usually
takes 3-6 months to see significant traffic
from SEO), SEM or paid search (PPC) is the
perfect channel. Google Adwords is a
great way to target search queries on
Google.com
6. The 9 Digital Marketing
Channels for E-Commerce
• Email Marketing
Email is not dead. We’re simply using it
differently. It’s still one of the most effective
digital marketing channels for retailers delivering
positive ROI. Mailchimp is widely used for email
marketing.
• Content Marketing
As an online retailer, you can’t just be focusing
on selling. You need to provide value without
requiring customers to make a purchase. That’s
where content marketing comes to play. Hubspot
is the leader in content marketing.
7. The 9 Digital Marketing
Channels for E-Commerce
• Social Media Marketing
Social media networks are here to stay and they’re
consuming most of the user’s attention. Posting regularly
on Facebook or Instagram is only part of the solution.
Digital marketing professionals must include paid social
media as part of their strategy since social networks are
making it harder to reach your audience without paying.
• Display Advertising
Banner ads are no longer as effective as they used to be
but nonetheless, if planned right, it can have a positive
impact. Internet users are developing habits of ignoring
banners ads on websites unless your ad has the right
message.
8. The 9 Digital Marketing
Channels for E-Commerce
• Behavioral Remarketing
Retargeting might be considered invasive but if done right,
it can truly help eCommerce stores convert shoppers into
actual customers. New technologies allow retailers to
dynamically target website visitors with specific products or
content they might be interested in.
• Mobile Marketing
We’re now using apps more than ever.Having a mobile
strategy is important more than ever. Users behave
differently on smartphone and digital marketers need to be
there at the right time with the right message.
9. The 9 Digital Marketing Channels for E-
Commerce
• Affiliate Marketing
Work with affiliates by giving them an incentive
for sales they bring to your online store.
Building an engaged affiliate network will
certainly boost your overall marketing
campaigns by helping spread the word online.
A great place to stay on top of the affiliate
marketing world is on Marketing Land.
10. Case study on 7 up : use of
social media
• 7 UP Lemon Pattalam Online Championship was an
interesting and unique cricket game with a total number
10015 teams, total number of fans who joined the
Facebook page via the game: 61,760 – a growth of 52% in
just 45 days7UP Lemon Pattalam was on Facebook in the
form of an interactive application based game. Fans can
create or join a team and play the game wherein they have
to score maximum runs in 7 overs. The winner will get the
opportunity to meet the Chennai Super Kings.
11. Case study on 7 up : use of
social media
• Objectives
The prima objective was to increase the consumer engagement and
interaction on the 7 UP Facebook page while acquiring new fans.
• Choice of channel/s
Facebook was the channel of choice in this case as it is the location
which houses the maximum number of 7UP fans who are active online.
• Implementation
The 7UP Lemon Pattalam game is an online application which was ported
on Facebook. Here, the user needs to install the application and then log
on, to play the game.
12. Case study on 7 up :
use of social media
• Impact and Outcome
The activity got an overwhelming
response from the online audience who
managed to form over 10015 teams
within the span of time. Also, the game
drew attention of 61,760 new prospects
that joined the fan page through the
game. This pronounced a growth of 52%
of the fan base in just 45days.
13. Advantages of Online Marketing
• Empowering effect
• Elimination of geographic barriers
• 24 hours / seven days availability
• Cost-effectivity
• Trackability
• Personalization
14. Challenges of Online Marketing
Problem of integrity
Lack of face-to-face
contact
Security and Privacy Lack of trust
15. Conclusion:
• Findings show that the growth of Internet technology has enormous potential for
businesses.
• There are certain types of consumers who are likely to be internet customers. They
are people who are comfortable with technology and innovation.
• The internet allows companies to mass customize a wide range of products.
• Internet makes pricing and competitor information faster and more transparent,
meaning that market forces also tend to act faster and perhaps more efficiently.
• The internet provides many opportunities for companies to increase economic utility
and, therefore, customer satisfaction.
