Trends in e marketing (5 years back)

Trends in e-Marketing…

R Senthilkumar

This man put twitter on everyone's lips for a day and well he had unofficially become the twitter’s brand ambassador…..

Shashi Twitteroor is his nick

I did an online search for PSGR Krishnammal College for Women

What's e-Marketing…??

e-Marketing, is the ‘marketing’ of products, or, services over the ‘internet’.

e-Marketing is the process of marketing a brand using the Internet.

Email 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

Search / 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

Viral Marketing

• Hot Mail was one of the first examples of viral marketing

• Another “e” term for “word-of-mouth” advertising

• Bulletin boards, e-mail, chat rooms are the major conduits for viral campaigns

• What is “buzz”

Affiliate Marketing

• Partnership and affiliate programs are booming

• Cooperation between online companies

• Commission programs and banner exchange programs lead this channel

Banner Advertising

• Volatile history with sharply declining click through rates

• New forms such as embedded java, active x, AJAX, Silverlight technology, Flash

• Pop-ups, pop-under and other new delivery methods are gaining acceptance

• Branding is possible with banners

Initiate Initiate RelationshipRelationship

in Information in Information StageStage

Increase Increase Product Product

SelectionSelection

Develop Develop AftermarkAftermark

etetContactContact

Develop Develop Customer Customer

KnowledgeKnowledge

Reduce Reduce Inventory Inventory

NeedsNeeds

Reach Reach New New

CustomeCustomer Setsr Sets

Internet Contribution Internet Contribution to Bricks and Mortarto Bricks and Mortar

Brand Brand ReinforcementReinforcement

and Trustand Trust

Capture Capture urgent and urgent and

impulse buysimpulse buys

FacilitateFacilitateDeliveryDelivery

Capture Capture Aftermarket Aftermarket

ProfitsProfits

Reach a Reach a larger larger

customer customer basebase

Place to Place to touch touch

and test-and test-drive drive

productproduct

Bricks & MortarBricks & MortarContribution to Contribution to

InternetInternet

Advantages• Digital innovations become an integral part of life• Breaks down logistical barriers • Offers greater flexibility and power • Shrinks time and business • Simplifies complex business processes • Enables effective communication and

collaboration • Opens up new markets

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

Now the new media in the new media:

• Blogging

• Social Media…

• Forums, Chats, moderations…

Blogging

• A new phenomena which is gripping the internet world…

• I blog therefore I am..

• Relates event to corporates….

• Some big names blogging…Steve Jobs, Big B, Shah Rukh

• Kiruba Shanker - Business Blogging

Social Media…

• Facebook, Orkut, regional entertainment sites

• Linked in, Apna Circle, Peer power.com

• Life in lines…

Forum, Chat and Moderations

• IT and non IT platforms

• Anything you could ask for – subject of choice.

• emarketingblogs.com

Change of revenue pattern

• From PPI (impressions) to PPC

• PPC – Pay per click - google.com

• Click to feed back – even on mobiles…

• Adword, Yahoo Search Marketing, Adspace

• Now see this…21,795,550,000 dollars

The back ground in India…

• ‘All’ internet users down at 47 million (39 million urban, 8 million rural)

• Drop of 6% from last year (lapse of around 3 mn occasional users)

• Just 10% growth in ‘regular’ users base*, reaching 38.5 mn (33 mn urban)

• +3.5 mn regular ‘urban’ users over last year, +0.4 mn regular ‘rural’ users

• 28% growth in ‘daily’ internet users (+7 mn in last 1 year to reach 32 mn)

Source: Juxt Consult India Online Report 2009

The back ground in India…

• Exclusive cyber café user base shrink to become just 6% of all internet users

• Lapsers from cyber cafe account for 85% of all internet lapsers in last one year

• Office continues to be the place from where internet is accessed the most (68% at ‘multiple’ access point level)

• Average place of access per user is 1.9• On preferred access point basis, home tops at 37%

Source: Juxt Consult India Online Report 2009

The back ground in India…

• 1 out of 3 computer user still not using internet

• Most new broadband connections are ‘replacement’

connections

• Still only 4 mn internet users access it through mobile phones

• Only 13% of existing internet users prefer to read in English

• More importantly only 20 mn Indians (<2% of all) prefer to read

in English

Source: Juxt Consult India Online Report 2009

The back ground in India…

• 4 out of 5 online Indian are in the ‘prime’ of their life (19-35

years)

• 3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’

class (almost half of them belong to SEC ‘A’ and ‘B’)

• Half of all Internet users are employed

• Their average monthly family income is 3.2 times the national

average

• 3 out of 4 of them come from the non-metro towns and nearby

villagesSource: Juxt Consult India Online Report 2009

The back ground in India…

• 4 out of 5 online Indian are in the ‘prime’ of their life (19-35

years)

• 3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’

class (almost half of them belong to SEC ‘A’ and ‘B’)

• Half of all Internet users are employed

• Their average monthly family income is 3.2 times the national

average

• 3 out of 4 of them come from the non-metro towns and nearby

villagesSource: Juxt Consult India Online Report 2009

The back ground in India…

• 91% of all regular online Indians ‘shop’ online (search or buy)

• 20% have also bought online in last 1 year, i.e., ‘active’ online

buyers base of 7.5 million

• 74% of travel buyers have bought train tickets, 34% air tickets

• Credit card is the most popular mode of online payment at 50%

• Less than 1 in 5 ‘non-buying’ online shoppers cite ‘fear of

misuse of credit card’ as a reason for not buying online

Source: Juxt Consult India Online Report 2009

Findings on Social media in India• Social media users in India are young, predominantly

male and have well paid occupations. • The top five social media sites in India provide a near

captive audience, a majority of whom are long-time and returning users.

• Motivation for social media usage in India is driven the most by the desire to build relationships.

• Indian consumers are turning to social media for guidance on buying decisions in a variety of categories.

Findings on Social media in India • Social media users in India consider peer and

professional opinion as more credible sources for purchase guidance than either of them alone.

• Indian consumers no longer wish to be passive entities but want to actively participate in collaborative marketing on social media

• Indian users’ perception of value from social media sites is affected by frequently updated, quality content.

• Like with the Internet, privacy issues are of the biggest concern for the users of social media.

• To conclude…

The trends are just an indication of a vast opportunity for all the stake holders…

Social media will drive the future branding and marketing aided by offline tools