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E-Marketing
Team Members
Abhishek Kumar Rai Adrian Nidhi Kumari Kaushal Milan Bir
What is E-marketing
It is also referred as ‘Online marketing” or “Internet Marketing”.
The unique benefits of usage of internet in marketing are:-
a) Low costs in distribution of information
b) Acts as vibrant media to global audience
c) Most flexible way of doing business.
E-Commerce
Doing business online.
“Any form of business transaction in which the parties interact electronically rather than by physical exchange of documents or direct meetings amongst officials”
Methods of E-Marketing
Search engine marketing
Display advertising
E-mail marketing
Affiliate marketing
Interactive advertising
Viral marketing
Email Marketin
g
Strategies for E-Marketing E-marketing strategies includes all aspects of online advertising of
products, services and websites which in turn includes:- Search engine marketing Public relations Social media Market research E-mail marketing Direct sales
Types of E-Marketing:-
Internet marketing
Interactive marketing
Mobile marketing
Problems to go for E-Marketing
Availability of computers.
Access to Internet.
Credit Cards
For Indians
Contd… Low percentage of computer penetration. Internet connectivity Low percentage of internet surfers entering into online
transactions. Credit cards Cyber security Cyber crime Loss of personal touch in shopping. Legal issues (trade mark, domain name/copy right, jurisdiction
issues) etc.
Overall
Statistics:-
According to a survey carried out in 2002 by CDB Research and consulting inc (cdbresearch.com) revealed that:-
One out of every three (33 per cent) internet users are making online purchases every day in the world.
30 % of the online shoppers are attracted by the ability to shop at home.
While 25 % cited the ability to shop at any time of the day or night.
18 % using the internet to find the best prices.
E-Business Vs E-Commerce
E- Business E- Commerce
Covers outer as well as internal processes.
it involves only three types of integration:-
a) Vertical integration of front-end Web site applications to existing transaction systems;
b) Cross-business integration of a company with Web sites of customers, suppliers or intermediaries such as Web-based marketplaces; and
c) Integration of technology with modestly redesigned processes for order handling, purchasing or customer service.
Mainly focused on internal processes.
E-commerce covers outward-facing processes.
Sub part of E-Business
Uses of Internet in E-Marketing Distribution Customer Relationship Money collection Lead Generation Advertisement Feed back Tool
E- Marketing Mix:-
Product Price Place Promotion
Product:-
Price:-
International Pricing Online Auctions Pricing Information cost of an online advertising medium. Traditional Pricing
Place:-New Internet Marketing Pre-Existing Companies
Promotion:-
Pay-Per-Click Advertising
Search Marketing
Affiliate Marketing
Offline Promotions Strategies
5‘S’ in E-Marketing:-
Smith and Chaffey (2006)
Sell
Serve
Speak
Save
Sizzle:- sell the sizzle not the sausage.
Benefits of E-Marketing:- More information for sellers about their customers .
More information for buyers.
New intermediaries.
New technology "interconnectivity“.
More automation
World-wide sourcing and access.
Greater value consciousness.
Framework of E-Marketing:-
Set overall electronic objectives - need standards and expectations.
Understand each customer - data-base marketing.
Design your presence - follow the rules of research.
Entertain! provide a wealth of experiences.
Make it interactive - engage the customer.
Contd…
Advertise your presence - develop effective campaigns Network the net - location! direct the traffic to your site
(use buttons, banners, sponsorship and co-brand ads, keyword ads
Deliver the promise - get the logistics right for home delivery
Manage loyalty - practice the art of keeping customers Measure - ways of counting include = cost per thousand,
cost per click, click through, cost per head, number of hits, number of visits,
