1. INTRODUCTION OF E- MARKETING
Business taking advantage of web‟s speed, efficiency and cost effectiveness to
deliver return on investment from advertisements and promotional campaigns
Acts as an on line shop increasing the sales driving more users to the web
sites
Cisco,easy jet and IBM now achieving the majority of their sales and
customer service on-line
E-marketing is also known as on-line marketing, electronic marketing, internet
marketing. it consist of two words E and marketing. „E‟ refers to internet
INTERNET is the global network of interconnected networks where web pages are
shared, where people send and receive data and carry out online transactions
MARKETING includes activities involved in the flow of goods and services from
production to consumption
In other words E-marketing is the business activities in which flow of goods and
services over the internet.
MEANING OF E- MARKETING
E-marketing is the application of marketing principles and techniques via
electronic media specifically the internet. Use of digital technologies to help sell
your goodsor services or marketing a brand using the internet.
Internet marketing is considered to be broad in scope because it not only refers to
marketing on the Internet, but also includes marketing done via e-mail and wireless
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2. media. Digital customer data and electronic customer relationship management
(ECRM) systems are also often grouped together under internet marketing
.
DEFINITION OF E- MARKETING
E- marketing is a total system of interacting business activities designed to plan,
promote and distribute want‟s satisfying products to present and potential
customers over the internet
TYPES OF E- MARKETING
Banner Advertisements
Banner advertising is mostly used for driving awareness of your product or
Offer with your target market. It can also drive response if you have a call to
Action. Banners advertisements are a popular form of advertising and come
In different shapes and sizes as you can see on large portal websites
Sponsorship
Closely associates content with the advertiser and is suitable for corporate
Branding and creating awareness. When you sponsor a web site online, your
Brand takes on the attributes of that site. For example, if a bank sponsors a
Real estate site, then one could say that the user has come to that site to find
House and they could then go to the bank‟s site to seek finance.
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3. Classifieds Listings
Like newspaper classifieds, online classifieds are a powerful way to place
your business in front of people who are ready to buy. The strength of online
classifieds over offline classifieds is that users can search for exactly what
they want very quickly through clever indexing technology (product, price,
location, etc)., Also,
Because of the technology advantage, online classifieds extend not just to
traditional classifieds but also online auctions which offer a whole new way
of selling products and services.
Examples of online classifieds include www.tradingpost.com.au and
www.yellowpages.com.au
Examples of online auctions include www.ebay.com.au
Email Marketing
Email marketing can be done in two ways:
The first is to place advertising or a message in someone else‟s email
newsletter. For example, when you receive a newsletter from The Age
online, it will contain advertiser Messages and usually a small display
banner advertisement. This is a great way to neatly target your audience.
The second form of email marketing is by actually publishing an email
marketing communication or newsletter yourself to your customers.
Partnership or affiliate marketing
Advertisers selling goods online can develop networks of „affiliates‟ that put
up banner advertisements or
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4. Other links on their own websites in return for a proportion of the business
generated. This is a great way to Limit the risk of advertising by only paying
for successful sales. Examples of affiliate marketing are available at:
www.commissionmonster.com.au
www.amazon.com
Search Engine Marketing
Apart from email, more people search the Internet using search engines such
as Google and Yahoo more than any other application. Most people who
don‟t know where to find what they are looking for on the World
Wide Web start at a search engine. Therefore, if your business is not known
by everyone, and even if you Are, a great way to get noticed is to get your
website listed on a search engine. It is important to make sure your site is
registered with all the major search engines. Some of these are free, others
cost money. If you have a little more money you can actually buy. Keywords
for example, if you are a plumber and you buy the word “plumbing”, your
website will be returned to the results page following.
CHARACTERSTICS OF E- MARKETING
 LONGEVITY
 REACH
 ACCOUNTABILITY
 FLEXIBILITY
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5. LONGEVITY
The Internet is a long-lived medium. Once a site is online, it‟s possible to keep it
there indefinitely at negligible cost. What is more, the longer a page is online, the
better it is likely to perform in search engine rankings. And the more pages a site
has, the more page views it is likely to get. Plan landing pages for the long term –
landing pages that will continue to receive exposure after a banner campaign has
run
REACH
Everyone knows that an online campaign has an enormous potential reach. A
handful of websites or online campaigns reach large numbers of Internet users
within a short space of time through their virality alone, although most have to rely
on other factors. Internet users are fickle, and it is nigh on impossible to guarantee
virality (although smut and the misfortune of others seem to be fairly safe bets). As
I noted above, the reach of a site/page increases over time. Make content
“linkable” (especially for blogs) by providing content of interest and quality – this
will increase the reach of your website more quickly as people discover the site
and link to it.
ACCOUNTABILITY
The success of Internet campaigns can be more exactly quantified and qualified
than those in any other medium. A media planner may tell us that a magazine has a
circulation of so-and-so million, and focus group testing may tell us that a group of
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6. people found a certain visual attractive, but we can never know what happens
when an advertisement is actually published in a magazine, at the face-to-page
level.
FLEXIBILITY
Which is where the flexibility that the Internet provides comes in. Hypertext
documents and data are stored digitally and are delivered on-the-fly and on
demand. They can be edited at any time (depending on the sleeping habits of the
web-developer responsible). Respond to the analysis of an online marketing
campaign by fine-tuning as required. Consider why the targets set are not being
met sufficiently, and try something different. The Internet as a medium is
conducive to a degree of trial and error – make use of this characteristic to refine a
running campaign or website. It is a characteristic that only the online elements in
the marketing mix contain, and it is fatal not to make use of it.
OBJECTIVES OF E-MARKETING
Increase market shares
Increase sales revenue
Reduced costs
Increased brand awareness
Better database
Better CRM
Improve Supply Chain Management
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7. HOW E-MARKETING IS BETTER THAN
TRADITIONAL MARKETIG
REACH
The nature of the internet means businesses now have a truly global reach. While
traditional media costs limit this kind of reach to huge multinationals, eMarketing
opens up new avenues for smaller businesses, on a much smaller budget, to access
potential consumers from all over the world.
SCOPE
Internet marketing allows the marketer to reach consumers in a wide range of ways
and enables them to offer a wide range of products and services. eMarketing
includes, among other things, information management, public relations, customer
service and sales. With the range of new technologies becoming available all the
time, this scope can only grow.
INTERACTIVITY
Whereas traditional marketing is largely about getting a brand‟s message out there,
eMarketing facilitates conversations between companies and consumers. With a
twoway communication channel, companies can feed off of the responses of their
consumers, making them more dynamic and adaptive.
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8. IMMEDIACY
Internet marketing is able to, in ways never before imagined, provide an immediate
impact. Imagine you‟re reading your favourite magazine. You see a double-page
advert for some new product or service, maybe BMW‟s latest luxury sedan or
Apple‟s latest iPod offering. With this kind of traditional media, it‟s not that easy
for you, the consumer, to take the step from hearing about a product to actual
acquisition.
With eMarketing, it‟s easy to make that step as simple as possible, meaning that
within a few short clicks you could have booked a test drive or ordered the iPod.
And all of this can happen regardless of normal office hours. Effectively, Internet
marketing makes business hours 24 hours per day, 7 days per week for every week
of the year. By closing the gap between providing information and eliciting a
consumer reaction, the consumer‟s buying cycle is speeded up and advertising
spend can go much further in creating immediate leads.
DEMOGRAPHIC AND TARGETTING
Generally speaking, the demographics of the Internet are a marketer‟s dream.
Internet users, considered as a group, have greater buying power and could perhaps
be considered as a population group skewed towards the middle-classes.
Buying power is not all though. The nature of the Internet is such that its users will
Tend to organise themselves into far more focussed groupings. Savvy marketers
who know where to look can quite easily find access to the niche markets they
wish to target.
Marketing messages are most effective when they are presented directly to the
Audience most likely to be interested.
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9. ADAPTIVITY AND CLOSED LOOP MARKETIG
Closed Loop Marketing requires the constant measurement and analysis of the
results of marketing initiatives. By continuously tracking the response and
effectiveness of a campaign, the marketer can be far more dynamic in adapting to
consumers‟ wants and needs. With eMarketing, responses can be analysed in real-
time and campaigns can be tweaked continuously. Combined with the immediacy
of the Internet as a medium, this means that there‟s minimal advertising spend
wasted on less than effective campaigns. Maximum marketing efficiency from
eMarketing creates new opportunities to seize strategic competitive advantages
IMPORTANT TOOLS OF E- MARKETING
Email Marketing
Online Advertising
Affiliate Marketing
SEO
PPC
Social Media.
ORM
Web PR
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10. E MAIL MARKETING
A form of direct marketing that uses electronic means to deliver commercial
messages to an audience. It is extremely cost-effective, highly targeted,
Customisable on a mass scale and completely measurable – all of which make it
one of the most powerful digital marketing tactics.
Email marketing is a tool for building relationships with both potential and existing
Customers. It should maximise the retention and value of these customers,
ultimately leading to greater profitability for the organisation as a whole.
A targeted, segmented email database means that a brand can direct messages at
certain sectors of their customer base in order to achieve the best results
ONLINE ADVERTISING
Online advertising encompasses advertising in all areas of the Internet - search
engine results pages, adverts placed in emails, adverts placed on social networks
and adverts on the Google display network.
The main objective of advertising is to increase sales by raising brand awareness
online. It can also be more interactive and therefore less disruptive than traditional
advertising or non-interactive online advertising, as users can choose to engage
with the advert or not. Online advertising can be optimised by targeting it to
certain geographies and specific markets and contextualising it.
AFFILIATE MARKETING
Affiliate marketing is a system of reward whereby referrers are given a “finder‟s
fee” for every referral they give.
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11. Online, affiliate marketing is widely used to promote websites, with the referrers
being rewarded for every visitor, subscriber or customer provided through their
efforts. It is thus a useful tactic for branding and acquisition.
SEO
This is the practice of optimising a website in order to rank higher on the search
engine results pages. SEO involves working with the parameters set by search
engines to ensure that search engines index it when people enter a search term that
is relevant for a product or service.
SEO has a key role to play in acquisition, as it ensures your organisation‟s offering
will appear in the search results, allowing you to reach potential customers. A site
that is optimised for the search engines is also a site that is clear, relevant and well
designed. These elements ensure a great user experience, meaning that SEO plays
a role in retention too.
PPC
In a pay per click or PPC system of advertising, the advertiser only pays for each
click on their advert. It is most often used for the advertising on search engine
results pages; it is also used in banner advertising (where the advertiser pays per
Click on their banner).
For the advertiser, the beauty of PPC adverts lie in the fact that they are keyword
based. This means an advert will come up in response to the search terms entered
by the consumer. PPC therefore plays a role in acquisition and retention. It allows
the advertiser to reach people who are already in the buying cycle or are expressing
interest in what they have to offer.
SOCIAL MEDIA
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12. Social media, also known as consumer generated media or Web 2.0 are media
(in the form of text, visuals and audio) created to be shared. It has changed the face
of marketing by allowing collaboration and connection in a way that no other
channel has been able to offer. From a strategic perspective, social media is useful
for branding, raising awareness of the brand story and allowing the consumer to
become involved in the story through collaboration. Social media platforms also
play a role in building awareness, due to their shareable, viral nature.They can also
provide crowdsourced feedback via open graphs and social analytics systems
ORM
Online reputation management (ORM) is the process by which a brand monitors,
measures and manages the conversations that are happening around it online. ORM
can have a huge impact on a brand‟s reputation and its bottom line. It is only
through listening to conversations being carried out
by its customers and potential customers that an organisation can adequately
respond and manage its situation in the market. ORM speaks
to acquisition, engagement and participation. An effective ORM tool can assist a
company in engaging with its customers where relevant and providing better
service by responding to queries and complaints. The insights gained from ORM
should be considered when evaluating and
optimising strategic direction.
WEB PR
Public relations are a set of functions that foster an organisation‟s ability to listen
to, appreciate and respond to those people with whom it is exchanging value.
While traditional PR focuses on carefully crafted press releases and a controlled
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13. release of information, the Internet means that information is freely available to a
wider audience, as opposed to a select group of journalists.
WebPR allows companies to engage in a more immediate form of communication.
Unlike the traditional press release, WebPR is about connecting with customers.
It is used to connect with customers and enhance brand awareness, exposure and
SEO efforts.
TERMS RELATED TO E- MARKETING
E- COMMERCE
E- BUSINESS
E- ADVERTISING
E-COMMERCE
Electronic commerce is an emerging concept that describes the process of buying
and selling or exchanging of products, services, and information via computer
networks including the internet.
Electronic commerce is a modern business methodology that addresses the needs
of organisation, merchants and consumers to cut costs while improving the quality
of goods and services and increasing the speed of service delivery. E- Commerce
refers to the paperless exchange of business information using electronic data
interchange, electronic mail, electronic bulletin board, electronic fund transfer and
other network- based technologies
E-commerce also applies to the use of internet network to search and retrieve
information in support of human and corporate decision making
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14. E-BUSINESS
It refer to a broader definition of E-commerce, not just buying and selling but also
servicing customers and collaborating with buisness partners, and conducting
electronic transaction with in an organization. E- Buisness is all about cycle time,
speed globalization enhanced productivity, reaching new customers and sharing
knowledge across institution for competitive advantage.
E-Business means utilising electronic medium in every day business activities.
There are several levels of involvement in when it comes to e-Business. For
example where one organisation relies completely on e-Business the second one
may choose a mixed presence and means doing business
E-ADVERTISING
Electronic advertising form of advertising that uses the Internet and World Wide
Web in order to deliver marketing messages and attract customers. Examples of
online advertising include contextual ads on search engine results pages, banner
ads, Rich Media Ads, Social network advertising, online classified advertising,
advertising networks and e-mail marketing, including e-mail spam.
The most common ways in which online advertising is purchased are
* CPM (Cost per Impression) is where advertisers pay for exposure of their
message to a specific audience. CPM costs are priced per thousand impressions.
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15. The M in the acronym is the Roman numeral for one thousand.
* CPV (Cost per Visitor) or (Cost per View in the case of Pop Ups and Unders) is
where advertisers pay for the delivery of a Targeted Visitor to the advertisers
website.
* CPC (Cost per Click) is also known as Pay per click (PPC). Advertisers pay
every time a user clicks on their listing and is redirected to their website. They do
not actually pay for the listing, but only when the listing is clicked on. This system
allows advertising specialists to refine searches and gain information about their
market. Under the Pay per click pricing system, advertisers pay for the right to be
listed under a series of target rich words that direct relevant traffic to their website,
and pay only when someone clicks on their listing which links directly to their
website. CPC differs from CPV in that each click is paid for regardless of whether
the user makes it to the target site.
DIFFERENCE BETWEEN E- COMMERCE, E-BUSINESS
AND E- MARKETING
E- BUSINESS
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16. is a very broad entity dealing with the entire complex system that comprises a
business that uses electronic medium to perform or assist its overall or specialized
business activities.
E-COMMERCE
is best described in a transactional context. So for example an electronic
transaction of funds, information or entertainment falls under the category handled
by principles of e-Commerce. Technically e-Commerce is a part of e-Business.
E- MARKETING
is also a part of e-Business that involves electronic medium to achieve marketing
objectives. E-Marketing is set on a strategic level in addition to traditional
marketing and business strategy.
ELECTRONIC PAYMENT SYSTEM
CREDIT CARD
The most common electronic payment method is credit card. A credit card is a
small plastic card with a unique number, which identifies the account. The credit
card also has an expiration date and its own identification number most credit card
also have a magnetic strip embedded in it for automatic entry via card reader
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17. When you own a credit card, the credit card issuer bank support s you financially
to buy products at the time of purchasing. When you purchase something and pay
by a credit card, you can pay the bank back after a certain time period
DEBIT CARD
Similar to credit card, a debit card is a small plastic card with a unique number,
which identifies the account. The debit card also has an expiration date and its own
identification number. If you have the debit card of a bank, it is necessary to have
an account in that bank. When you use the a debit card, the money is deducted
immediately from your account unlike with credit cards
Debit cards are accepted at many location including grocery stores, retail stores,
restaurants etc.
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18. E- CASH
It is widely used for micro payment on internet when you pay online via E- cash,
the amount is directly transferred from your bank account to the merchants account
without any medium in between
NATIONAL ELECTRONIC FUND TRANSFER (NEFT)
It is a popular electronic method, transfer a money value from one bank account to
another in same or different bank
E- MARKETING STRATEGIES
 The Offer: Product strategies – Existing products sold online or new
products offered to the customers
 The Value: Pricing strategies – Dynamic pricing and Online bidding
 Distribution strategies – Direct marketing and Agent E Business models
 Marketing Communication strategies
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19.  Relationship Management strategies – CRM software + customer behavior =
comprehensive database
OPPORTUNITIES OF E- MARKETING
 Internationally more than 33% of surfers buy online
 E Marketing reduces prices
 Huge potential for growth (70% rural population)
 E Intermediaries
 Affordable computers and internet connectivity
 Desire of the customers
 Cheaper technology
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20. MERITS OF E-MARKETIG
 Global Reach
 Lower Cost
 Trackable/Measurable Results
 24 Hour Marketing
 Shorter Lead Terms
 A Level Playing Field
 Personalization
 One-to-One Marketing
 Better conversation Rate
 More Interesting Campaigns
 Democratization of advertising
 Reach: Collapsing barriers of time & space
 Lower risk of product / services innovation
 Lower cost / higher ROI
 Scalability
 Ability to coalesce and reach increasingly fragmented markets
 Streamline business process
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21. DEMERITS OF E- MARKETING
 Touch or feel
 Slow internet connectivity
 Spam
 Cost increases as per the attractiveness of website
 Virus containing websites
 Credit/debit cards may be tracked
 Pop-up disturbances
 Fear of loss of privacy
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22. ONLINE WEBSITES
• infibeam.com
• amazon.com
• letsbuy.com
• indiaplaza.in
• Ebay.com
• Yebhi.com
• Flipkart.com
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23. CONCLUSION
 The leading business concerns have already adopted e-marketing system
in order to derive a good return
 Good sign that it has been developing day by day in order to deliver best
products, best service to the customer/public in their done step in actual
price as well as develop the promotion of sale in low cost and less time.
 Converted the global market into village market
 Should encourage the e-marketing system for the easy living of future
generation.
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