This document discusses online marketing and how it compares to traditional marketing. Online marketing uses the internet and digital media to reach customers, reducing costs and allowing for more interactivity and targeted campaigns. It describes common online marketing strategies like affiliate marketing, email marketing, viral marketing, search engine marketing, and referral marketing. The document also notes benefits of online marketing like cost savings, global reach, and always being available, as well as potential limitations like requiring new technology and an inability to physically see products before buying.

1. Mongyamba Naorem Cha
2nd yrMBA ,DMS
Pondicherry University

2.  Online marketing means simply using the
power of online networks, computer
communications and digital interactive media to
reach the marketing objectives.
 It adds more interactivity,substract cost of
marketing, add more customer and information
value to goods and services.
 It has changed the whole notion about
Marketing.
 Also known as web marketing,eMarketing or
Internet marketing.

3. It can help promote a business by:
 Allowing to easily manage individual
or mass communication
 Assisting in managing the brand
 Creating and presenting a business
identity
 Generating customer trust and
loyalty

4. Traditional Marketing Online marketing
Market research, advertising, publicity,
sales, merchandising and distribution are
done in personal or print format.
Online marketing uses online networks
and interactive media for marketing...no
paper, no telephone calls, no in person
appearances.
It involves a mass marketing approach. The targeted is the internet user and
marketing reaches personally and more
effective.
Catalogues ,brouchures white papers
,data sheets needs to be printed and
shipped to the customers.
Electronic versions of catalogs,
brochures, white papers, data sheets etc
neednt be printed or shipped to
customers.
It costs a lot of money in printing
brouchures and in postages & fees to
send information to prospective
customers.
There is enormous savings in printing and
storage costs.
It has a ‘Hit and Miss’ Quality.i.e it send
out bulk mails but low responses only.
Targets to people with specific behavior
or interests .Hence higher responses.

5. Basically ,it can be categorised into three types:-
1.Cyberbuyers-professionals who spent time
online at their offices making complex
purchasing decisions.
2.Cyberconsumers-Home computer users wired
up to commercial online services and internet.
3.Cybersurfers- users using online technology
expanding their horizons challenge their abilities
and for fun.This is typically younger and possess
shorter attention spans.

6.  Affiliate Marketing
 E-mail Marketing
 Viral Marketing
 Search Engine Marketing
 Permission Marketing
 Referral Marketing etc.

7.  It is an Internet based marketing practice in
which a business rewards one or more
affiliates for each visitor or customer brought
about by the affiliate’s marketing efforts.
 In other words ,it is the method of using one
website to drive trafic to another website.

8.  It is a form of direct marketing which uses e-
mail as a means of communicating
commercial or fund-raising messages to an
audience.
 Eg.E-mail sent on Internet,Network e-
mail,FIDO etc.

9.  Viral marketing is another form ofWord of
Mouth (Mouse) that encourages consumers
to pass along company-developed
productsand services or audio,video or
written information to others online.

10.  It is a form of Internet marketing that seeks
to promote websites by increasing their
visibility in search engiine result
pages(SERP).SEM includes search engine
optimisation,paid placement and paid
inclusion.

11. Marketers ask for customer permission before
they send advertisements to prospective
customers used by some internet
marketers,e-mail marketers andTelephone
marketers.

12.  Referral marketing is a method of internet
marketing that relies on gaining new
customers by referrals,usually throughWord
of Mouth.

13.  Offers bottomline benefits that tie in directly
to the demands placed on the organisation.
 Saves money and stretches marketing
Budget.
 It also saves time and shortens marketing
purpose.
 Acts as an alternatives for buying by providing
information products
 It is information rich and interactive.
 It s rechability is globally at an instant.
 It can be continuously available 24/7.

14.  Requires customer to use new and cutting
edge technology.
 Low speed internet connection creates a
problem.
 For buyers to physically sense the product
before buying cannot be done.

15. ThankYou

16.  Marketing Management –Phillip Kotler
 E-commerce.An Indian Perspective-PT Joseph,SJ(3rd Edn)
 Internet Marketing & Electronic Commerce-Raghav Sinha