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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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ONLINE WEBSITES

• infibeam.com

• amazon.com

• letsbuy.com

• indiaplaza.in

• Ebay.com

• Yebhi.com

• Flipkart.com

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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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