Ahad Popatputra

The Power of eMarketing

What is eMarketing

• eMarketing, also known as web marketing, online marketing, webvertising, , is referred to as the marketing of products or services over the Internet.

• It is considered to be broad in scope because it also includes marketing done via e-mail and wireless media.

• Digital customer data and electronic customer relationship management (ECRM) systems are also comes.

Impact of Internet onmedia consumption

Source: (USA) Scarborough National Internet Study

23% Watch TV less often

9% Listen to radio less often

15% Read newspaper less often

20% Read magazines less often

Internet Use at Any Location, 1998 and 2001

As a Percent of U.S. Population

4.1

16.8

39.2

51.2

63.2

29.9

14.3

38.9

65.4

75.6

85

51.5

0

10

20

30

40

50

60

70

80

90

100

3-4 yearsold

5-9 yearsold

10-13 yearsold

14-17 yearsold

18-24 yearsold in school

18-24 yearsold not inschool

1998

2001

Types of eMarketing1.Banner Advertising

• Volatile history with sharply declining click through rates

• New forms such as java, active x,• Branding is possible with banners• the use of web banners or banner ads

placed on a third-party website to drive traffic to a company's own website and increase product awareness.[4]

2.Search Engines

• Pay for position taking a strong lead• Search engine optimization (SEO) critical• Majority of users rely on search engines

for navigation• Targeted audience• Accounts for over 70% of new site visitors• Turbulent arena

3.Social Media Marketing

The process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.[7]

4.E-mail Marketing• E-mail is the number one app with over

90% of internet users• Issues such as browser differences,

targeting, and privacy are critical• Spam, creates a major negative for e-mail

marketing, laws passed in 19 states• Only 3 years of significant use

No Other Media Has All of the Advantages of eMarketing

Cost effectiveness• Global reach• Interactive response• Measurability• Personalization• Real-time feedback

But E-marketing Suffers From

• Lack of data – 5 years vs. decades for magazines, radio

• Lack of understanding of technology by marketers

• Fast moving and turbulent arena• Changing technologies• Lack of trained personal• Senior management barriers• Corporate culture

Companies • Consumer durables• Luxury items• Mobiles• Etc