internet marketing full project report 15911
TRANSCRIPT
MBA Project report on INTERNET MARKETING
By Mr.Prakash Bhosale
eMarketing Consultant.
Introduction
Evolution of MarketingSource http://www.internetworldstats.com/stats.htm
.
Internet Fame with the Indian Audiences
Current Media usage habits of the Indian audiences
:
To the user:
.
To the marketer:
Overview of the Indian Internet Users.
Which products are likely beneficiaries of the Internet?
Advertising options available on the Internet.
13. Vertical Banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
lists.
7 P's of Marketing on the Internet
Internet Marketing Tactics
Search Engines and Directories: Search engines are one of the most popular means of
E-zines (Online magazines): These publications are focused on specific topics and may
E-mail: Ethical methods of gathering e-mail addresses are through on-line registration
.
Affiliate Marketing: Affiliate Marketing enables you to increase online sales by
Banner Advertising: Banner advertising can play an extremely important role within
Purchasing Advertising: There are currently two widely recognized methods of
Pay-Per-Impression: This method of purchasing banner advertising is based on a
Pay-Per-Visitor: This method of purchasing banner advertising is based on a
Pay-Per-Click : The revenue model of the Internet giant google.com has its very
Branding. While CTR and cost per sale relate to direct marketing objectives, The
planned and executed advertising campaign using effective banners you can
increase this to as much as 15%, but be prepared to work at it.
Rich Media Advertising: Looking for ways to make online advertising more
Conferences: By their nature conferences are organized for special interests. Advertising
Collaborative Marketing: Team up with other business to:
action of purchasing.
Sales Promotion:
Sampling - offering product samples, electronically.
Bonus offers - offering additional goods or services when making single purchases
(e.g. buy-one-get-one-free).
Limited time offers - attracting visitors to return to a Web site.
Games with prizes: Useful to keep people coming back to Web sites.
Cross-product sampling: When a customer makes a purchase they have an
opportunity to try out another company’s product/service. Also, the customer may
have the opportunity to try out more than one company’s product/service while
testing another. Useful for complementary products/services.
Feature pricing: providing special pricing to those that order electronically.
Cross-promotions with other companies’ products/services - Buy a company’s
product/service and get a coupon for another company’s product/service.
PublicityPromotional Publications: Facilitate customer education, with the intention of
where the customer needs information to develop sufficient knowledge for movement
Subscriptions: Business marketers may use their Web sites to encourage visitors to
Controlled-access Web pages: Clever business marketers may use their Web site to
Public Forums: These are often community-based or interest-based sites that allow
Resellers: Some sites will remarket other companies’ products as intermediaries. The E-
mail Links: Visitors to a site should have the opportunity to correspond with the host of
On-line Surveys: Information may be collected on the visitors to a Web site through
Virtual Malls: Web based sites that allow companies to post their products or services
complementary products, or may have products that are not related except by their
companies’ desire to attract a similar target audience.
Measurement: T
Advertising on the Internet: emerging issues
Internet might be a catchy advertising medium. But, there are quite a few issues
that need to be sorted out.
in India is not deeper? Yes, to an extent.
Slow motion
The cost factor
The wastage factor
Targeting imperatives
Online Constraints
Product and service customization
Understanding the Internet Customers:
Directed Information Seekers: They require specific, timely and relevant
information about the products and services being offered.
Undirected Information Seekers: These users require something interesting and
useful. Something that can give them an edge, advantage, insight or even a
pleasant surprise.
Bargain Hunters: They are of two kind. One who look for free items on the
internet and other who are seeking better deals, higher discounts etc.
Entertainment Seekers: they see the Web as an entertainment medium of vast
breath and potential and want to explore the medium before the mass gets there.
Directed Buyers: They want to buy something - now. They are sure what they
require and just log on to the Web to purchase the item.
The Evolving Value Propositions
The Evolving Risk Profiles
The Evolving Supply Chain
Critical Success factors in E-Marketing
Having observed the evolving paradigms of business in the Internet era, there are five
critical success factors that the E-Marketer has to keep in mind.
Attracting the Right Customer is the first crucial step. Rising digital penetration
Delivering Content Value to engage the user’s interest is the critical
transaction is less than one-tenth the cost of a human teller transaction. It is keeping
this aspect in mind that Indian Banks have started toying with the idea of setting up
Internet kiosks to let their low-value customers settle their banking transactions at the
kiosk nearest to their place.
Ensuring E-Loyalty is vital to the success of any online venture. This is because
decisions like not accepting money for publishers for independent book reviews
to maintain the trust of its customers.
E-Learning to facilitate personalized interactions with customers has been the
Providing Digital value to the evolving consumer through his life cycle has
Changing patterns of Marketing
Traditional Marketing V/s Internet Marketing
The Channel Strategies for delivering Digital Value to customers
The challenge will lie in managing these multiple channels of experience
Building Brands Online
How to Build and Manage Brands ?
promise of fun and adventure.
From Promise to Delivery
Personalization Tools
Tools such as the software that creates personalized interfaces between e-businesses and
customers hold tremendous promise for value exchange and contextual commerce. To be
sure, the value of personalization has yet to be fully demonstrated in practice. (Fewer
than 15 percent of visitors to Yahoo! have chosen to set up a "My Yahoo!" page for
themselves.) Personalization tools also present risks, as well as real operational
challenges, such as managing privacy, intrusiveness, and opportunity costs. For that
reason, many practitioners still question the short-term return on investments in
personalization tools.
Collaborative Tools
Purchase-process Streamlining Tools
Self-service Tools
Do-it-yourself product design tools
Dynamic-pricing tools
Building Trust
Attraction
User-Driven Personalization
Marketer-Driven Personalization
Trust-Based Collaboration
blocks of trust in place, marketers should be able to chart a course for building great on-
line businesses.
Case Study
Rediff.com
1. Focus on India & Indians Worldwide: They serve the online needs for Indian
3. Leading e-commerce platform: Rediff has created the Rediff Marketplace which
Promotional Strategies
Building Trust
C2W & Hungama
Creating Content
Keeping Users
Selling Eyeballs
The Future
Fabmart
CONCLUSIONBenefits of Internet Marketing
:
1. Convenience: Customers can order products 24 hours a day wherever they are. 2.
Information: Customers can find reams of comparative information about
1. Quick adjustments to market conditions: Companies can quickly add products
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the 3.
Relationship building: On-line marketers can dialogue with consumers and learn
from them.
4. Audience sizing: Marketers can learn how many people visited their on-line site
RECOMMENDATIONS
BIBLIOGRAPHY
Books
Marketing Management – Philip Kotler
Marketing.Com – Vijay Mukhi
E-Business Essentials- Matt Haig
Magazines
Business Today -March3, 2002 subscription
Articles
Economic Times- December 15, 2001
Indian Express-September 3, 2000
Personnel
Mr. Vikram Kumar, Director, MAQ Softwares ( Project Guide )
Mr. Jeetu Chimnani, Chief Executive Officer, J-Info
Websites
www.rediff.com
www.hungama.com
www.fabmart.com
www.j-info.com
www.marketingterms.com
www.internetworldstats.com
Blogs
e-Branding India Technologies Pvt Ltdweb :- www.ebrandingindia.com Blog:- www.ebrandingindia.blogspot.comEmail:- [email protected], [email protected] , [email protected]@yahoo.com, [email protected] :- +91 -022 -64468587, +91- 09222086563, +91- 09224335234,+91- 08097027355Chat :- Gtalk - ebrandingindia , bhosale1611 Skype :- ebrandingindia Office Locations: - |Luna Rd , Dallas, TX 75234 USA | |Gogte Wadi, off Arrey Road, Goregaon (E)Mumbai INDIA||Shantinagar, Miraroad (East)Thane INDIA | |New Skf Colony, Chinchwad, Pune INDIA||Maruti Road, Sangali, Maharatsra INDIA|