The document outlines key components of internet marketing, including planning, product analysis, pricing strategies, and various promotional techniques such as banner advertising and cookies. It emphasizes the importance of customer relationship management (e-CRM) for understanding customer behavior and preferences. Additionally, it discusses the risks and benefits associated with e-CRM implementation and effective tracking of customer data.

1. E-business - 3
Internet Marketing / E-
CRM

2. E - Cycle of Internet Marketing
 Planning
 Product : Is your product is sellable on internet
 Competition: analyze the website of your competitor
and review their features
 Target audience: Are your customers use internet
 Marketing: how will your advertise
 Sale plan: what will be the selling plan

3.  Product
 Customers look for reputable merchant with quality
product
 Pricing
 How much to charge
 Allowing purchaser to bid up the price
 Offering policy so as to encourage repeat purchase
 Giving discount on web purchase
 Place
 Internet itself can be viewed as a delivery channel.

4.  Promotion
 Internet marketing follow AIDA model
 For this banner ads are commonly used.
 Interest is generated by
 By quick response time
 Easy navigation
 Interactivity through navigation generates desire to
continue
 Action is taken care
 by providing easy online form
 Customer help desk

5. Personalization
 A technique that combines product and promotion
for customers to receive information customized to
their needs
 Product presentations are customized to suit the
user’s requirement
 Important Personalization Rule
 Customer do not like to fill out form or participate inn
surveys
 Customer do not mind sharing personal information if
they trust you
 By demonstrating them that how your personalized
environment can meet their needs
 Make your form as easy as possible
 No delay in a personalized environment

6. Web - Advertisement
 Web Ads are nothing but information devoted to
promote, market, sell or provide specific information
about a product, service, commercial event on
World Wide Web
 Why Internet advertising?
 Television viewers are migrating to the Internet
 Cost
 Richness of format
 Personalization
 Timeliness
 Participation

7. Banner Advertising
 Most Web advertising uses
banner ads
 A small rectangular object
normally at the top of the
Web page which displays
stationary or moving
graphics

8. Banner Ad Placement
 There are three ways that a company can have their
banner ads displayed
 (1) Use a banner exchange network
A banner exchange network arranges for banner ads
for one company to be displayed on another
company’s Web site
Each member site would accept two ads for each ad
placed on someone’s site
The banner exchange network earns money by
selling ad space to other businesses

9. Cont..
 (2) Pay a site to display the banner ad
 Rates can be negotiated through an advertising
agency
 (3) Use a banner advertising network who acts as
brokers between advertisers and Web sites that carry
ads
 They often book space on large Web site like
Yahoo, which has high traffic volumes and are
therefore expensive

10. Benefits of banner ads
 Users are transferred to an advertiser’s site, and
frequently directly to the shopping page of that site
 Banners may include attention-grabbing multimedia
Limitations of banner ads
 High cost of placing ads on high-volume sites
 Limited amount of information can be placed on the
banner

11. Pop-up and Pop under Ads
 Pop-up ad:
An ad that appears before,
after, or during Internet
surfing or when reading e-
mail
 Pop-under(behind) ad:
An ad that appears
underneath the current
browser window. The window
is parked behind the user
browser waiting to appear
when the browser is closed

12. Floating Ads
 These are ads that
appear when you first go
to a Web page, and they
"float" or "fly" over the
page for anywhere from
five to 30 seconds

13. Unicast Ads
 Unicast Ads are TV commercial that runs in a pop-up
window. It is animated and it has sound. The ads can
last anywhere from 10 to 30 seconds

14. Streaming Sidebar Ads
 A small video ad appears
in the right sidebar on this
CNN page, with sound,
and plays for 30 seconds.
The reader can control the
ad with the three buttons
(Play, Pause, Stop)
underneath the ad.

15. Measuring the Cost of Ads.
 Several measurements exist including:
 Cost per thousand clicks (CPM)
 The number of new visitors that arrive via a click-
through on the site
 What is click-through?
A trial visit, is the first time a visitor loads a
Web site
When a visitor loads a page several time these
are called repeat visits
If a visitor clicks on an ad that is displayed on
a Web page this is called a click-through

16. Permission Marketing
 Marketers ask permission before they send
advertisement to prospective customers.
 How it works?
 Customer fills out form or survey.
 Merchant then begins to delivery targeted banner
in the consumer’s browsers
 Or give information about product via e-mail

17. Attracting Customers to your site
 Keep the site content current so visitors continue
to return for news
 Offer free information or product
 Once visitor register, greeting them by their name
 Introduce event marketing (ex. showing an event
will increase the selling of real player software)
 Try out viral marketing as a tool for getting
noticed

18. Tracking Customer
 Gather web data
1. Log file:
 When visiting a site, you are submitting a request for
information from the site’s server and the request is
recorded in a log file
 Log files consist of data generated by site visits,
including each visitor’s location, IP address, time of visit,
frequency of visits and other information
 Log-file analysis organizes and summarizes the
information contained in the log files
 Can be used to determine the number of unique visitors
 Can show the Web-site traffic effects of changing a Web
site or advertising campaign

19. 2. Forms:Registration and purchase form
 Recommended when it will provide a benefit to the
customer
 When customers log on using usernames and
passwords, their actions can be tracked and stored in a
database
 Require only minimum information
 Give customers an incentive to register
 Free-trial run or a free demonstration to familiarize
the user
 After customer registration, send an e-mail including
customer usernames and welcoming them to your Web
site

20. 3. Cookies:
 is a small piece of information that is sent to the
visitor's browsers when the visitor accesses a
particular site
 the length of stay at the site
 purchases made on the site
 Component to track visitors action
 Tell retails about first-time and repeat visitor
 Two types of cookies
 Persistent: Cookies have their expiration date
 Session: last as long as the browsers stays open

21. Cont..
 Clickstream data analysisClickstream data analysis
 When visitors go to the site their click act as footprints
 While leaving the foot prints they leave their behavior
 Provides an easy way to understand the actions performed by
visitors
 Combines data such as IP address, OS, site visited, and offline
data(such as name, address) and customer purchasing history
(which is stored in database)
 Help in find the answer to
 Where visitors first landed on the site
 How visitor got to the site
 Number and sequence of page viewed
 Length of time the visitor stayed on each page and on site
 Number and cost pf product purchased

22. Cont..
 E-Intelligence
 Help merchant to understand who are their customer
and what entices then to buy
 Give detail behavioral information about web site
visitor
 Uses artificial intelligence
 Done by log file analysis software
 Help you in answering question like
 Why do people abandon their shopping carts and click
away?
 How do e-sales compare to those on other channel?
 What content most often gets people to buy online

23. Cont.
 Shopbot (shopping agent)
 First appeared in the form of spinder the search
engine still use to locate website.
 Shopping bots software searched several sites and
will tell you what each site charges for the same
item and where the best buy is located
 The consumer
 Decide on item
 Sets a price
 And send the bot into cyberspace
 The bot then find the consumer's item at the best
available price

24. Customer Relationship Management
 Goal is to
 Get
 Keep
 Identify potentially most profitable prospects
 20/80 rule (20% customers generate 80% revenues)

25. E-CRM
 Allows companies to gather and access
information about customers’ buying histories,
preferences, complaints and other data, so they
can better anticipate customer wants.
 Integrates sales, order fulfillment, customer
service as well as coordinates and unifies all
points of interaction with the customer,
throughout the Customer Life Cycle.

26. Mail Goal of e-CRM
 Notice:
 What customer is doing on your website
 Remember :
 What customers have done over time
 Learn
 Act

27. Feature of e-CRM
 Complaining ability
 Privacy policy : by not selling customer’s
data to advertiser
 Online product information
 Site map
 E-mail

28. eCRM – Benefits
 Single view of customer data
 Immediate availability of real-time information
 Better knowledge of customers
 Better understanding of customer needs
 Knowledge retention improved

29. eCRM – Risks
 Difficult implementation
 Expense
 Web dependency

30.  What kind of web advertisement you would like to
suggest for following product and why?
 Mobile phone
 Mutual funds
 How personalization is a unique feature of internet
marketing? And how it helps to customers as well
as companies.

31. Contact Us
Business Name: Skyline Business School
Address: Hauz Khas Enclave,
New Delhi ­ 110 016, India.
Phone: 91­11­26864848,:91­11­26866968
E­mail: info@skylinecollege.com
Website: www.skylinecollege.com