seminor 1.pptx

8/14/2019 seminor 1.pptx

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HAVE A NICE DAY

seminor Prasentation

Byy

J.Rajesh


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INTERNET

MARKETING


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INTRODUCTION

Internet marketing is the fastest growing and most

exciting branch of marketing method today.

Internet marketing also called online marketing and

E Marketing is any marketing activity that is

conducted in online , with the help of internet.


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Internet marketing:Using the Web, as well as traditional channels,

to develop a positive, long-term relationship

with customers, thereby creating competitive

advantage for the firm by allowing it to charge

a higher price for products or services than its

competitors can charge


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Internet marketing hasthree principles

Immediacy.

Personalisation

Relevance.


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ADVANTAGES OF USING

INTERNET IN MARKETING

It is Fast.

It is Cheap. It is Convenient and Global


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DISADVANTAGES OF USING

INTERNET IN MARKETING

It is not Truthful .

Acquire the wrong information.

No sensible resources and knowledge


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THE SEVEN-STAGE CYCLE OF

INTERNET MARKETINGStep 2

Formulating the

Marketing Strategy

Step 3

Designing the

Customer

Experience

Step 4

Crafting the

Customer

Interface

Step 5

Designing the

Marketing Program

Step 6

Leveraging Customer

Information Through

Technology

Step 7

Evaluatingthe

Marketing

Program

Step 1

Framing theMarket

Opportunity


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Branding in Internet marketing

Brand Typically brand defined as a name, logo or

symbol that helps one identify a companys

products or services

Customers experience can be considered part

of its brand

Brand equity

The value of tangible and intangible items is a

brand and its monetary value of the product,

brand is customer perceptions and customer

loyalty to a company and its products or

services Internet-only businesses must develop a brand

that customers trust and value Brand uniformity will increase brand recognition


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Branding

Product PricingCommuni

cationUltimate

consumer

Distribu

tion


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Marketing mixincludes (4Ps):Product or service details and developmentEffective pricingPromotionDistribution

Traditional marketing researchConsists of focus groups, interviews, paper and telephonesurveys, questionnaires and secondary research

Findings based on previously collected dataOnline marketing research

Faster option for finding and analyzing industry, customerand competitor informationProvides relaxed and anonymous setting to hold focus-group discussions and distribute questionnaires

Internet Marketing Research


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Demographics

Statistics on human population, including age, sex,marital status and income

Psychographics

Can include family lifestyle, cultural differences and

valuesSegmentation

Can be based on age, income, gender, culture and

common needs and wants

Traditional focus groups can allow customers to touch,

smell and experience products or services


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Online focus groupsConducted to allow current or potential consumers topresent their opinions about products, services or ideasComfortable setting for participantsLeader of the focus group cannot interpret a participantsbody language as a form of communication

SurveySite

Online surveysConducted from Web site or through e-mailInsightExpress.com,GoGlobal TechnologiesandQuickTake

Test your site and marketing campaign on a smaller scalewith focus groups and trials

Data collected from a companys Web site
http://www.surveysite.com/http://www.insightexpress.com/http://www.goglobal.com/http://www.quicktake.com/http://www.quicktake.com/http://www.goglobal.com/http://www.goglobal.com/http://www.goglobal.com/http://www.insightexpress.com/http://www.surveysite.com/


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SOSTAC A GENERIC FRAMEWORK

FOR E-MARKETING PLANNING


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THE ELEMENTS OF THE

MARKETING MIX


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E-mail Marketing

Fast, cheap, far-reaching

Response rate

personalization

Improve customer service

Permission-based marketing


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TraditionalTelevision, movies, newspapers and magazines

Prime-time television slots most expensive times to aircommercials

Publicize URL Direct mailings Business cardsOnline advertising

Place links on other sites, register with search engines

E-business Advertising


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Banner ads

Located on Web pages, act like small billboards, usually contain

graphics and an advertising message

Benefits include:

Increased brand recognition, exposure and possible revenue

Side panel ads orskyscraper banners

Advertisements that lie vertically on Web sitesBanner advertisements are losing their effectiveness

Industry has calculated click-through rates at around .5

percentPlace logo on banners, enhancing brand recognition

Banner Advertising


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Web transaction logs

Cookies and Web bugs

Databases, data warehouses, and data

mining

Advertising networks

Customer relationship management(CRM) systems

Internet Marketing Technologies


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Web Transaction Logs

Built into Web server software Records user activity at a Web siteWeb Trends a leading log analysis tool

Can provide treasure trove of marketinginformation, particularly when combined with: Registration formsused to gather personal

data Shopping cart databasecaptures all item

selection, purchase and payment data


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Cookies: small text file that Web sites place on a

visitors client computer every time they visit, and

during the visit as specific pages are accessed.

Cookies provide Web marketers with a very quickmeans of identifying the customer and

understanding his or her prior behavior

Location of cookie files on computer depends on

browser version

Cookies


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Tiny (1 pixel) graphic files embedded in e-mail

messages and on Web sites

Used to automatically transmit information about the

user and the page being viewed to a monitoring server

Web Bugs


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Databases and Data Warehouses

Database: Software that stores records andattributes

Database management system (DBMS):Software used to create, maintain and accessdatabases

SQL (Structured Query Language): Industry-

standard database query and manipulationlanguage used in a relational databases


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Data Warehouses

Data warehouse: Database that collects afirms transactional and customer data in a

single location for offline analysis bymarketers and site managers


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Best known for ability to present users with banner

advertisements based on a database of user behavioraldata

DoubleClick best-known example

Ad server selects appropriate banner ad based on

cookies, Web bugs, backend user profile databases

Advertising Networks


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Repository of customer information that records all of thecontacts that a customer has with a firm and generates acustomer profile available to everyone in the firm with an

need to know the customer Customer profiles can contain: Map of the customers relationship with the firm Product and usage summary data Demographic and psychographic data

Profitability measures Contact history

Marketing and sales information

Customer Relationship Management

(CRM) Systems


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THANK YOU

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