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7/28/2019 E Marketing mba
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Research & Report Kamran 6118
Superior University, Lahore - 1 -
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Research & Report Kamran 6118
Preface
Chapters Page
1. Introduction to E-Marketing 62. Hypothesis 93. Research Design and Methods 134. Data Collection Methods 165. Sampling Design 186. History of E-Marketing 207. Merits and Demerits 23
8. Growth and Development 279. Advertising Cost 2910. Strategies to Enhance E-Marketing 3111. Mass Communication 3812. Why the Top Ten Results? 3913. Search Engine Optimization (SEO) 40
14. Ending History of Internet
Advertising
48
15. References 49
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RESEARCH & REPORT
RESEARCH TOPIC:E-MARKETING
SUBMMITTED BY:Kamran Ikram
ROLL NO:6118 ( MBA Evening) 4 th Semester
SUBMMITTED TO:
Prof. SOFIA WALEED
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Dedication
I dedicate my whole efforts inworking this project to
My affectionate & kind parents, teachers,my juniors & to all people who guided me &
provided information related to it
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Acknowledgement:
Firstly, I would like to thank my
ALMIGHTY ALLAH
For giving t he ability, opportunity and strength to dothis task and everything else in our lives. All myefforts on this project & everything else are for hisGlory and not our own.
A good Teacher is a blessing of Allah thats why Imalso greatly thankful to my dear
Prof. SOFIA WALEED
For her kind guidance and supervision. Shemotivated me to work hard and to achieve high-level performance. I also thank to the staff of Superior College who co-operated with me.
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Introduction to E-Marketing
E-Marketing is also known as Internet
marketing & it is a component of
electronic commerce. E-Marketing can
include information management, public
relations, customer service, and sales.
Electronic commerce and E-Marketing
have become popular as Internet access
is becoming more widely available and
used. Well over one third of consumers
who have Internet access in their homes report using the Internet to
make purch ases.
My research proposal is on E-Marketing and its practical implementation
of it in which I will try to find out why the net era needs more innovation
and how to get people attracted towards the net advertising.
For this I have selected and done research work on the net and
finding solutions to the problem and for future how it can be
overcome. My research is totally based on pure research that is
basic research.
In my research design I am trying to explain the study, which I use in myproblem area of how to get people attracted towards E-Marketing and the
future of E-Marketing. I have explained the study, which I used, is
descriptive, type of investigation is correlation, study setting is non-
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contrived and time of horizon is Longitudinal and then I explain the data
collection methods. There are different types of data collection methods
but I selected those methods, which I think is necessary for my research.
Data collection methods which I have selected are interview,
questionnaires, and observation method and come up with findings and
solution for it because research is conducted to eliminate the broad
problem area. The basic aim of research is to understand the facts and
reality. But there is a need to provide proper platform to express their
efforts. We put our efforts into it as much we can. Although there is a
deficiency in it and every suggestions and improvement are welcomed.
Check Out Some E-Commerce Ready Websites
International Websites
http://www.tigerdirect.com
http://www.deals2buys.com
http://www.ebuyer.com
http://www.ebay.com
http://www.bestbuyer.com
Local Websites
http://www.shophive.com
http://www.beliscity.com
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http://www.tigerdirect.com/http://www.deals2buys.com/http://www.ebuyer.com/http://www.ebay.com/http://www.bestbuyer.com/http://www.shophive.com/http://www.beliscity.com/http://www.tigerdirect.com/http://www.deals2buys.com/http://www.ebuyer.com/http://www.ebay.com/http://www.bestbuyer.com/http://www.shophive.com/http://www.beliscity.com/7/28/2019 E Marketing mba
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http://www.pakgsm.com
http://www.galaxy.pk/
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Objective:
o Strategies to develop E-Marketing.
Problem statement:
o Why people are not attracted towards E-Marketing.
o E-Marketing Future.
o Utilization of Resources.
o Abuse.
Reasons:o Wastage of time in the peoples mind.
o Wrong facts and Quality.
o Late Delivery Time.
o False Deductions.
o Fewer features in the product.
o Sometimes there is not proper feed back to the buyer
and the amount has been deducted from his account.
o Fear of Hackers on the net.
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Hypothesis
a) Mass Communication Equals Better Marketing because it gives the chance for the people to look for what they aredemanding.
b) E-Marketing Today with the concept of globalization is expanding businessesthrough effective techniques.
c) Search Engine Optimization relevant information should begiven on the ne t for products to satisfy customers andpotential users.
d) Search for Marketing Perfection such tools are to be designedwhich represented the true picture and association withcustomer objectives.
e) Textual Advertising should be compact and precise becausetoo much information is difficult to handle so graphicalrepresentation is essential.
f) Directories & Search Engines should be on the target of providing accurate information to the required tasks.
g) Advertising causes costs because costs is an essential feature& should be look after before the launch of anything.
h) Potential for deception according to understanding of othersrepresentation must be designed according to there intellectual
level.
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he Internet has emerged as an important medium for
advertising, direct marketing, communication and electronic
commerce. Rapid expansion of the Internet user base and
the unique advantages of Internet Advertising have spurred
businesses to devote larger portions of the marketing budgets to E-
Marketing.T
Advertising on the Web is fundamentally different from advertising on
other media. The ability to target and interact with your customers onthe web brings an entirely new edge to marketing. The
nicepakistan.com offers the best of the web audience, desirable
demographics, superior content and flexible ad programs designed
to get your results. Internet advertising in the entertainment and
Telco sectors is set to explode in Pakistan. An article on Pak Tribune
reveals details of a study of the Internet and Online Association
(IOA), which has estimated that the number of Internet users will go
up to 100 million by 2007. Given such numbers, the IOA expects E-
Marketing will grow exponentially.
It is an attractive and inexpensive advertising medium. Your
company services or product is advertised, globally, 24 hours a day,
7 days a week, even on holidays and weekends. Internet Advertising
is multi-layered. You can include photographs, maps, list, financial
information and graphs, brand advertising, as well as other product
information.
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Electronic Advertising can be updated regularly. Your customers can
make contact with you directly and interactively.
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In Pakistan the area of E-Marketing is not developed yet because
there are not many organizations, which are operating on the net.
Managers still believe on the manual work but due to the investments
in Pakistan it is now emerging towards Internet and is starting to
think about the advertising and promotion on the net because the
people living in Pakistan are now addicted towards net and have a
much time for surfing.
Some new firms in the Market are adopting strategies that are good
for them as well as for its customers because they are totallycustomer-oriented and are focusing on Net Advertising that saves
time for the Managers to think and get results.
As we know that the net users of Pakistan have a great mind of
Internet but still they think negative. I am talking about Hackers, the
individual, group or teams which work for their own benefits and
cause troubles to others. These try to find the password of the net
users having master card and then shop with those cards illegally.
If you are planning on using the Internet to sell your own products
on-line, there is no need to do all of the selling yourself. Just like the
major on-line retailers have created affiliate programs to increase
their sales, there is no reason that you cannot do the same with your
products. Since you only need to pay your affiliates when they
generate sales, there are some real advantages to pursuing this
course.
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To create and affiliate network you must first determine how much
money you can afford to give away on each sale. The more popular
affiliate programs have thousands of web sites that are members andgenerate tremendous revenue. The more you are willing to pay your
affiliates for each transaction, the more web sites you will be able to
ultimately attract to your affiliate program.
The key to being able to compete for market share in any retail
venture you may operate on the Internet is the ability to complete the
sale on the spot. If you don't, someone else will. Almost all sales onthe web are completed using secure, on-line, credit card
transactions. This is the preferred method of payment for both buyers
and sellers as the process is entirely automated and can be
completed in less than two minutes.
There are a number of other, also important accessories that will
help a business web site function more smoothly, and these have
been organized on our E-Commerce Accessories page.
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Research Design and Methods
n doing the research we have to go through the whole research designand lot of different methods for conducting the research. The wholeresearch design is as follow:I
1. Purpose of Study: In purpose of study there are three types of
studies involved in it, which are:
a) Exploratory study
b) Descriptive study
c) Hypothesis testing
Descriptive study
The study used for this thesis is Descriptive Study because
some research is done before on E-Marketing and we just have to
do the critical analysis on that research. We have to study that
what work was being done on the past and what improvements
are going to come in nearby future.
2 . Types of investigation:
There are two types of investigation, which arenormally used:
a) Causal relationship
b) Correlation
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Correlation
The investigations, which were used in our research, are
correlation because we are doing a field survey. Correlation is done
on field survey and causal is done on lab experiment by actually
seeing something happening with your own eyes.
3. Extent of researcher interference with the
study:
The research interference is moderate because researcher
involvement in the natural environment of the workflow is very low.
Because researcher just have to collect and analysis the data and
come up with the findings. Although researcher interviews
employees and administers questionnaires at the work place. But if
we compared with the causal study then it is very low. Because in
casual researchers directly interferes in the events.
4. Study setting:
There are two types of studies, which are involved in research
design, which are:
Contrived
Non-contrived
Non-Contrived
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The study, which used in our study, is non-
contrived. Because we doing the research in natural environment.
5. Unit of analysis:
The unit of analysis is banking industry/sector
6. Time Horizon:
The time horizon in my research is Longitudinal
because you have to keep on gathering data.
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Data Collection Methods
The method, which I am using for my research are only two from
these:
a. Interviews
b. Questionnaires
c. Observation
Interview:
Communication between two or more persons used for purposes such
as diagnosis, education, counseling, or to obtain information. Interview is a
good source of collecting data from individuals but has a demerit that it
takes a lot of time interviewing individuals.
There are two types of interviews:a. Structure interview
b. Un structured interview
Structure Interview
In structure interview there is a list of question, which is
structured before we conduct an interview. In my research, structureinterview is very important because when I have a list of question available
then I cover the most specific area of motivation.
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Un-Structured Interview
Unstructured interview are those interview in which
question are not properly structured the question are derived from
respondent answers which he gives. In my research unstructured
interviews are also very important because through this I cover those
areas, which I cannot cover with structure interviews.
Questionnaires:
A questionnaire is a set of questions or items in written
form that is self-administered. Questionnaires should be used to
obtain that in fi gures and we evaluate very effectively. In my
researching point of view its also important to gather the information .
Observation:
In observation method we observe the employee and give
result. In my research point of view its also important to use this method
by observing the market conditions and sees what the latest technology
on net is.
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SAMPLING DESIGN
Population: Population refers the
entire group of the people, events, or
things of interest that the researcher
whishes to investigate.
Sample:
A sample is subset of the population. It comprises somemembers selected from it
OR
Some but not all the elements of the population would form thesample
Sampling:
Sampling is the process of selecting the sufficient number of the
elements from the population, so that a study of the sample and an
understanding of its properties or characteristics would make it possible for
us to generalize such properties or characteristics to the population
elements.
Sample Size:
In my research sample size is of 15 from whom we are
going conducting research for this I completed questionnaire by
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the people around me and specially the net users which are
surfing on net and doing business for there organizations.
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Sampling Technique:
The random sampling is involved which allows us to collect
data from anyone and choose randomly from sample size.Type of Interview:
A. Structure InterviewB. Unstructured Interview
I. St ructure Interview
Structure interviews are those in which youasked from your required candidate prepaid questions. You design
these questions and asked from the people.
Reason:
The reason of the structure interview in my thesis is that
that I will just get information from a limited number of people (netusers) of the selected industry.
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History of E-Marketing
Marketing first began in the early 1990sas simple, text-based websites that
offered product information. Over time
Internet marketing evolved into more than just
selling information products, there are people now
selling advertising space, software programs,
business models, and many other products andservices.
EWhen advertising is considered from its entire history it is not
surprising at all that it currently maintains such a significant factor in
our lives and society. The history of advertising can be traced all the
way back to the people of Babylonia and was present in several
societies from that time forward. Moving forward outdoor advertising
was implemented announce such things as properties for rent and
sites where food and drink was available in places such as Rome.
Advertising is any paid form of non-personal communication about
an organization, product service or idea by an identified sponsor.
Advertising was originally established in print media, such as
newspapers and magazines, and followed onto the television andradio broadcast scene. However, focus has started to shift away from
the traditional print and broadcast media, and towards the growing E-
Marketing industry. Advertising has found a whole new medium with
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which to communicate to customers. As the new millennium begins,
we are experiencing perhaps the most dynamic and revolutionary
changes of any era in the history of advertising. These changes have
been driven by advances in technology, and developments have led
to the dramatic growth of communication through interactive media,
particularly the internet. The E-Marketing industry is growing and
developing at a rapid rate.
Since 1994 when online advertising originated, the industry has
faced many obstacles. After the dot com crash in 2001, E-Marketing's success diminished, but has since re-established itself
and is now a thriving $8.4 billion dollar industry. The use of E-
Marketing as an advertising medium is increasing in popularity at a
fast pace. It is projected that the E-Marketing industry will to grow
three times faster than advertising in any other medium.
Businesses are beginning to evaluate the advantages and
disadvantages of advertising online. Businesses are recognizing that
by advertising online, their message is communicated in a fast and
efficient way, while not only interacting with customers, but
establishing a one-to-one dialogue. E-Marketing's potential as a low
cost channel for doing business directly with customers is viewed as
a major advantage of advertising online. Many companies recognize
the advantages of communicating via the internet and are developing
Web strategies and hiring interactive agencies specifically to develop
their websites and make them part of their integrated marketing
communications program.
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Creative and innovative advertisements can be displayed online. As
an advertising medium the internet provides great potential in
captivating, engaging and interacting with audiences. A variety of
different advertising formats can be used to communicate a particular
message to consumers. Each online advertisement format has its
own attractions and limitations. For example, when a user clicks on a
banner advertisement, that click can accurately track their campaigns
in terms of how many people actually read the advertisement and go
through the site. Banner Mania Advertising provides an in depth view
into a banner advertising network, which allow businesses to utilizetheir banner advertising space while earning revenue. Advertisers
calculate the cost and success of their campaigns relative to the
number of visitors and of money-earning clicks.
In recent years the internet has become an essential element in
advertising strategies. Three major areas are expected to grow: paid
search, display advertisements and internet banners and classifieds
are all predicted to be the biggest growth areas in E-Marketing.
Concluding, advertising should be used in the marketing
communication mix to maximize its strengths, which should be
analyzed relatively to other marketing communication tools.
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Merits and Demerits
Merits : Some of the benefits associated with E-Marketing
include the availability of information. Consumers can log onto the
Internet and learn about products, as well as purchase them, at any
hour. Companies that use E-Marketing can also save money
because of a reduced need for a sales force. Overall, E-Marketing
can help expand from a local market to both national and
international marketplaces. And, in a way, it levels the playing field
for big and small players. Unlike traditional marketing media (like
print, radio and TV), entry into the realm of E-Marketing can be a lot
less expensive.
Furthermore, since exposure, response and overall efficiency of
digital media is much easier to track than that of traditional "offline"media, E-Marketing offers a greater sense of accountability for
advertisers.
Compared to the other media marketing (like print, radio and TV), E-
Marketing is growing very fast. It's also gaining popularity among
small businesses and even consumers when trying to monetize their
blog or website. The measurability of the internet as a media makes
it easier to experience innovative e-marketing tactics that will prove a
better Cost of Acquisition than other media. However, in most
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developed countries, the E-Marketing and advertising spending is
around 5% only while TV, radio and the print.
The first aspect of merits is the World Wide Web opens up new
communication possibilities for personalized messages to be
delivered to targeted individuals. By positioning an advertisement on
a website which relates to the target markets specific interests,
interest and further speculation should occur. Advertising online
enables target marketing, message tailoring, information access,
sales potential, creativity, exposure and speed.
S econdly, E-Marketing has the capability to reach a global audience
at a fast rate. This enables extensive exposure and is an important
characteristic of E-Marketing, and a major component of why E-
Marketing is so successful.
Thirdly, marketers undertaking new possibilities to perform traditional
marketing strategies in electronic environments push higher chances
to create synergy. Internet offers the best multimedia tools for
presenting information, through the World Wide Web, a hypermedia
environment. It is as further explained that it is a place where
marketers can present their information with pictures, animation,
sound and text. Indeed the power of Internet has impact on the
multitude of advertising formats. This can be seen from the
numerous web tools such as banners, rich media and interactive
broadband commercials as seen on the websites nowadays. These
are the multiple forms of E-Marketing tools used by advertisers over
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the time aiming towards developing exciting, interactive, eye catching
advertisements that can draw consumers attention, at the same time
increasing their brand or sales online. Strauss and Frost (1999,
2002) states that the Nets big strength is direct response advertising
where direct response leverages the Internets unique opportunity for
two way communication with consumers. Placing advertising in this
environment will grants advertises unique opportunity for in the
element of interactivity. When it comes to measurability, online
marketing certainly has an advantage over traditional media, both
real and perceived. Clicks are only the most basic way onlinemarketing programs can be measured.
The opportunities for creativity in E-Marketing are limitless. IAB
(2005) on the other hand had drafted out a very comprehensive set
of 28 good reasons to use interactive advertising that places the
overview of interactive advertising merits. In the list, it provides 28
points on a marketers potential uses of the internet and corresponds
with 28 ways of measure performance.
Advertising is more than just the means of disseminating product
information. It is a primary communications tool of our economic
system. Moreover, aside from its diverse role as a persuasive
communication tool, it is also part of the everyday culture of virtually
everyone. Actually advertising is a part of our social, cultural, and
business environment.
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Demerits:
Even though there are many advantages for
companies who advertise online, there are also some demerits
involved. Demerits of advertising online include:
Measurement problems.
Audience characteristics.
Potential for deception.
Costs.
Limited production quality.
Poor reach and lack of Intrusiveness.
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Growth and Development
n the early days, when static content was
used over the internet, any hyperlink from
one site to another could be considered
as an advertisement for the other site.
Formally, Internet advertising began in 1994,
when the first commercially available web browser, Netscape
Navigator 1.0, was released and the first ever banner advertisements
were sold. Since then, the E-Marketing industry has faced manyobstacles in securing a strong hold in todays marketplace. As the
Advertising Age reports: Internet advertising is not only back, it's
booming - and much of the money is coming from traditional brand
marketers. The boost in advertising spending was led by a growing
number of corporations explosive growth of advertising impressions.
Search engine technologies created the highest level of buzz.
I
Online advertisers are continuing to demand more powerful
advertising models that better capture and sustain user attention, like
the emergence of real digital audio/visual approaching the standard-
setting slickness of television commercials. With online
demographics becoming more diverse and targeting becoming more
precise, advertiser spending on the Web clearly moved out of its
experimental stage during the past year.
NOTE:
U.S. E-Marketing spending is currently around $12 billion but
expected to go over $35 billion by 2006-2007.
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A BUSINESS DIES EVERY 2 HOURS
It's nice when you can open a business and attract new customers
the next day. It's great when a web site guarantees your profitability.But none of those things happen without good planning. Without a
good plan, and the proper execution, businesses die very quickly.
3-RULES TO ATTRACT NEW CUSTOMERS: Let people know you exist :
Advertise yourself if people don't know
where you are and what you do, they can't buy from you. Advertising
greatly increases your chances of success.
Don't scare the customer :
Make the customer feel comfortable
with your product or service. Provide an environment that they will
feel safe in. Make them feel good about spending their money. Don't
scare the customer.
Look the part :
Businessmen wear suits. Policemen carry guns.
You should effectively display your ability to attract new customers.You can do the same when you look the part.
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Advertising Cost
Getting your message out costs money. You have
to spend money to make money. But if you plan to
advertise your business online, it also pays to know
your options before you spend money to make
money online. This is a basic fact of business. If
you don't spend any money, you won't be making any. Before you
spend money however, you have to know who your customer is.
Then you have to tell them what they want to hear. Once that
happens you will have attracted a new customer.
E-Marketing is the one tool that you can use to attract new
customers with a tight budget. Targeted e-mail campaigns, banner
advertising and newsletters can all be highly effective ways to attract
new customers. The key however is not in using them (because
anyone can do that), but in using them correctly.
Give people reasons to buy online:
Good advertising techniques are useless
without an effective message. An effective
message gives people reasons to spend their
money with your business. An effectivemessage attracts new customers.
Here's a little psychology tip for you. Have you ever wondered why
you see prices like $19.99 instead of $20? It's because $19.99 looks
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better. Although it's only a 1-cent difference, you are giving people
less psychological resistance towards buying.
Here's another tip for you. Start with high prices, and then put things
on sale. People are more likely to buy something when they know
they are saving money. So instead of selling your product for $19.99,
sell it for $49.99 and mark it down to $19.99. You won't be able to
keep them in stock!
Advertising is like any management task; you need a plan to be
successful. Creating that plan is what we call marketing and clever
marketing will help you get the most from your advertising dollars?
One common mistake shop owners make is that they often advertise
before they create a marketing plan.
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Strategies to Enhance E-Marketing
To help you start selling online, and to help you obtain the most from
your advertising dollar, we researched some of the more popular
ways to advertise by soliciting the advice of advertising experts.
Here's what we found out about the following advertising options.
A. Online Publications
You may think having a World Wide Web siteis a necessity for selling online, but that isn't true. Just
as some successful businesses are mail order-only
operations with no store for customers to shop in, you can attract
consumers on the Web without going to the expense of building and
maintaining a site.
One way to do this is to advertise your business in an onlinepublication, such as a newspaper or magazine, just as you would in
a paper publication. David Adams is the committee chair for the
Internet Advertising Bureau (IAB) Road Show and advertising
director for Christian Science Monitor Interactive . He suggests you
find online publications that your niche market reads and then
advertise through them. Not only are you advertising to your best
potential customers, you will probably pay half as much to advertise
in an online publication than you would in a search engine.
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C. Banners Ads
If you spend much time on the Web, you've probably seen hundreds
of banner ads. They come in different sizes, but generally are
rectangular- or button-shaped graphics with a few enticing words that
invite the Web user to "click here" for more information about a
company or product. So popular are these ubiquitous ads that Jupiter
Communications reports that they currently comprise 80% of online
ad placements.
In an intensive study about the effectiveness of banner ads,
conducted by MB-interactive, the IAB found that a single exposure to
a banner ad can generate increases in brand awareness, brand
perception, sales potential, and consumer loyalty. Amazingly, most of
this increase comes without a click-through to the advertiser's Web
site. In fact, the study found that banner exposure alone accounts for 96% of "brand enhancement." You shouldn't consider buying a
banner ad without being aware of the click-through rate, which is
the number of times Web users actually click your banner to jump to
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your site. Though the importance of the rate in generating sales of
your products is debatable, you may be able to negotiate your ad
price based on the click-through rate of your banner ad. The
companies, which are small in size or having little investment, need
to go through click-process because this will be more efficient for
them and will help them in developing strategies for future.
There are two schools of thought about click-through results. One is
that they aren't that important because the banner is creating or
reinforcing brand impression. Large, well-known companies such as
Ford Motor and Nike can "effectively use banner ads to create that
impression, The banner simply reminds the consumer about that
brand. The company doesn't need the user to jump to its Web site to
place an order because he or she can buy that kind of car or that
brand of shoe virtually anywhere.
For the small business, however, click-through results are moreimportant because it probably can't rely on the banner itself to create
brand impression. "A small company needs a very clever banner to
create brand awareness, to help its product stand out from the rest,
and to make the Web user want to click on it,"
You can negotiate banner ad rates in a number of ways. One isdetermining an ad rate based on the number of impressions , or a
page view, your ad receives in a given amount of time. Another
profitable option is to pay per click, instead of paying an upfront fee.
Other payment options include revenue sharing, or paying based on
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what you sell as a result of the click-through, or a combination of
cost-per-click and cost-per-acquisition. Nowadays companies are
using the second option click-through one because it is less risky but
we know that advertising itself is a risk which every businessman has
to take to promote his product or brand name in the market.
D. Web Sites
Regarding Web sites, a small-business owner must
answer two questions: should you have one, and if you do, should
you hire personnel to create and maintain it, or let an advertising
agency or service bureau do that?
As we already mentioned, it's not imperative that you have a Web
site if you advertise on the Internet. If they are interested in your
product or services, many consumers will be satisfied reaching you
over the phone. But if you choose to have a site, you must have thepower to handle questions and orders that will come to you online.
If you own a small business, it's more likely you'll turn to an ad
agency to help create your site. An advertising expert can help you
decide which parts of the site need to be updated, and how
frequently, and which can remain static. An agency also can write
press releases, news articles, and new product announcements that
should appear on your site.
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E. Other Options
Some businesses like to use micro sites to do special,
one-time promotions that they don't want to tie in to their main site. A
micro site is a Web page used for a specific, limited purpose, such
as announcing a special event or offer.
There are various ways available to host a micro site, whether it is
done by your business (or whoever is hosting your main Web site) or
by an advertising firm.
Just as they can conduct business in a mall made of bricks and
mortar, retailers on the Web can be part of online malls , a collection
of cyberspace stores or sites. One option is to join the Web site run
by your city's chamber of commerce or tourism office, or set up shop
at a place such as Shops.Net (http://shops.net), an interactive mall
that allows store owners to change items and text instantly.
Another option is simply to link your Web site to any number of
national online malls. If you don't have an online store, you can set
up one through a number of services, such as iCat Commerce
Online (http://www.icat.com).
If you want to take your business directly to your customers, try
advertising with push technology. Using push technology , programs
such as PointCast deliver information automatically to a Web user's
hard drive, where he or she can call it up at his or her convenience.
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Another minor option is interstitials , or advertisements that "pop up"
on a user's screen. Williams likens them to an Internet commercial.
They appear between Web pages so they are not as intrusive as,
say, a television commercial.
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Mass Communication Equals Better Marketing
After the introduction of Netscape, the publicfor the first time ever--
could see the immense potential of the Internet as a source of masscommunication. Marketing experts especially, were very aware of the
advertisement power of the Internet and were anxious to test the
online waters. In October of 1994, the HotWired Website launched
ads from AT&T, Sprint, MCI, and Volvo, among others. Roy
Schwedelson , during a DMA conference in Toronto also urged direct
marketers to get involved with the Internet.
These initial actions werethe cornerstones of the history of Internet Advertising .
E-Marketing Today
What is the most important change that has
occurred between then and now ? Where has the
history of Internet advertising been and where is
it going? The answer is that Internet advertising
is no longer a cheap set of banners, ads, and
Spam material. Today, Internet advertising gives customers the power
to find exactly what they want, so that companies dont have to spend
large amounts of money trying to convince every person that their
companys product is the best. However, it a companys responsibilityto make sure those online shoppers can gain simple access to their
website. The process of creating a direct avenue between qualified
customers and websites is referred to as Search Engine Optimization.
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Why the Top Ten Results?
Why the top ten results? Search engine statistics show that 88% of all
online consumers use search engines to find the products and
services that they need. This means that if your companys website is
not search engine friendly, then your company is losing money from
potential customers who are already searching for your product.
Converting your website to a search engine friendly website requires
that your website have the characteristics that search engine robots
are looking for. These characteristics are in reality controlled bycomplex algorithms, but many E-Marketing companiesespecially
companies such as 10x Marketing , which implement services based
on scientific studies and Internet statistics have recognized the basic
characteristics that search engines, are looking for. These
characteristics may include specific keyword/text ratios, back links
type of Web design, etc. One of the more popular directories is Yahoo!(http://www.yahoo.com). It offers a variety of advertising options for
businesses ranging from mom-and-pop shops to corporate giants.
AltaVista, a popular search engine, has a partnership with Double-
Click (http://www.doubleclick.net), a top advertising network on the
Internet. It offers a wide range of advertising packages, from small
businesses to international corporations. When I visited the site,
Double-Click was offering first-time advertisers a one-month trial
program with two options. The first option paid for 100,000 banners
across the Double-Click network for $3,000. The second option, priced
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at $4,500, paid for 100,000 banners to appear in a selection of
categories on the network.
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Search Engine Optimization (SEO)
Search Engine Optimization can be divided into two categories:Natural Search Results and Pay-Per-Click Management.
The pay -per-click is growing with vast rate because companies aredeveloping innovative and creative search engines, which operate
easily and give accurate results. The pay-per-click results are shown
in such a way that only these are the engines, which will give 100%
accurate results.
Search engine optimization (SEO), considered by many to be a
subset of search engine marketing, is a term used to describe a
process of improving the volume of traffic to a web site from search
engines, usually in "natural" ("organic" or "algorithmic") search
results. Those efforts may also be seen in more narrow vertical
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search engines involving areas such as local search. Many site
owners and consultants engaging in SEO attempt to pursue qualified
visitors to a site, and the quality of visitor traffic can be measured by
how often a visitor using a specific keyword phrase leads to a
desired conversion action, such as making a purchase, viewing or
downloading a certain page, requesting further information, signing
up for a newsletter, or taking some other specific action.
In a broad sense, SEO is marketing by understanding how search
algorithms work and what human visitors might search for, to helpmatch those visitors with sites offering what they are interested in
finding. Creating web pages with SEO in mind does not necessarily
mean creating content more favorable to algorithms than human
visitors. Some SEO efforts may involve optimizing a site's coding,
presentation, and structure, without making very noticeable changes
to human visitors, such as incorporating a clear hierarchical structure
to a site, and avoiding or fixing problems that might keep search
engine indexing programs from fully spidering a site. Other, more
noticeable efforts, involve including unique content on pages that can
be easily indexed and extracted from those pages by search engines
while also appealing to human visitors.
The term SEO can also refer to "search engine optimizers," a term
adopted by an industry of consultants who carry out optimization
projects on behalf of clients, and by employees of site owners who
may perform SEO services in-house.
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Search engine optimizers often offer SEO as a stand-alone service
or as a part of a larger marketing campaign. Because effective SEO
can require making changes to the source code of a site, it is often
very helpful when incorporated into the initial development and
design of a site, leading to the use of the term "Search Engine
Friendly" to describe designs, menus, content management systems
and shopping carts that can be optimized easily and effectively.
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Users of Advertising on net in U.S:
The F uture Looks Rich
Rich media is a term used to describe a variety of E-Marketingmedia experiences, including high-quality animation, streaming audio
and video, and software-like features that can be embedded in
relatively small ad files, such as games, registration forms and
detailed marketing information. A user can explore all of those
features in the ad unit without ever leaving the content page on
which the ad appears. But by far the most popular is Macromedias
versatile and widely supported Flash software platform. According to
Nielsen//Net Ratings Ad Relevance, 97% of the advertising it
classifies as rich media is Flash-based. For brand-oriented
advertisers, features such as video, audio, animation and a
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framework for impressive marketing content are effective for
achieving brand objectives such as awareness and message
association. For direct marketers, rich media ads can help better pre-
qualify leads by presenting information-rich ad content that
consumers can read before they click through to the advertisers site.
Rich media has risen steadily in popularity with advertisers over the
past five years, reaching a 35% share of all ad impressions by
December 2006, according to Nielsen//Net Ratings Ad Relevance.
Search for Marketing Perfection
Meanwhile, the drive for more accountability in marketing has helped
drive a tremendous boom in search advertising. In its present form,
search advertising is at once starkly simple, bafflingly complex and
highly effective. In principle, search advertising is elegantly
straightforward: advertisers bid on keywords to affect the rank
positions of their text ads on search results pages, aggregated data
for all 2005 ad impressions, and they pay only when a person clicks
on their ad. The complexity comes into play both in terms of the
dynamic auction environment of price for position, as well as in the
seemingly infinite motivations behind the query behaviors of search
engine users. The roots of the search advertising date back almostas far as search engines themselves. The same year that Yahoo!
Incorporated, 1995, another early search engine, InfoSeek,
introduced the concept of targeting ads to keyword search queries,
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albeit against display banners not text ads. Another milestone in this
form of advertising came in 1996 when
Procter & Gamble pioneered an important online pricing model,
convincing Yahoo! it would pay for ads only on a cost-per-click basis.
Other search engines mostly took the cue and resisted sponsored
text links until the business incubator Idea lab! Introduced GoTo.com
in 1998, which revived the practice of clearly labeling text ads on
search engines too much greater success.
Textual AdvertisingTextual advertising is a paid assortment of announcements which
appear on the first pages of results in search engines (Google,
Yahoo, Overture, etc.). They have recently become an important
consideration when marketing a companys web site in NY. The
times the advertisement appears depends on the keywords and web
design chosen by the website marketer, in addition to appearing as
text rather than a graphic or banner. Therefore, such advertising is
referred to as "textual". It is a rather new kind of advertising on the
Internet. However, the market for textual advertising is constantly
expanding, and the sales volume generated through search engines
increasing. There are many advantages which have made textual
advertising attractive in advertisers opinion.
First advantage is connected to the principle of cost - in most cases
you pay not for the amount of times the ad is displayed, as in banner
advertising, but only when users "click" on your textual
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advertisements.
The second advantage is that even the basic advertising platforms
offer well developed systems for results reporting, the tools to
choose a target audience and to predetermine campaign
expenditures. This allows advertisers to control the budget and target
customers for each keyword (such as web design), or geographic
area (such as New York, NY) of your advertising campaign.
Overall, many E-Marketing experts agree that textual advertising is
the wave of the future, and will soon either almost or entirely replacebanner, graphical, and other forms of untargeted, obtrusive and
annoying E-Marketing.
Offline Advertising
As E-Marketing has become more and more prevalent, and has
taken a larger proportion of an advertiser's budget, the phrase, and
concept of, offline advertising - i.e. any advertising not done online,
has begun to get some traction. The phrase is generally used in the
context of an advertising campaign that takes place on the web and
through other media that is a "cross-media" campaign.
Figure 8
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E-Marketing Builds Brands:
E-Mark eting Builds Car Brands:
Ending History of Internet Advertising
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68.972.6
23. 4
34
27.3
33.2
44.647.1
38.3 40.2
0
20
40
60
80
100
BrandAwareness
Ad Recall MessageAssociation
BrandFavourability
Purchase Intent
Control
Exposed
63.467
11.9
19.7
42.9
48.8
32.234.4
17.117.7
0
20
40
60
80
100
BrandAwareness
Ad Recall MessageAssociation
BrandFavourability
Purchase Intent
ControlExposed
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Modern E-Marketing consistently provides a cost-effective service,
which provides a greater ROI for your company. Although there is a
tough competition on Internet and the users are having difficulties but
the designers are keep on developing unique strategies to keep the
users on the net and increase there profits. People are getting more
and more towards the net, because they have less time for there
personal lives and more for there work. Therefore, by advertising on
the net we can give them such benefits that will facilitate them in
future also by increasing our profits.
The Internet will be keep on using by the users of net and theshopping will never end because:
In Business Time is Money
I have never failed in my lifebecause from every failure I
learned something
I cant teach people but I can letthem think
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References
(Source: Worldata,http://www.worldata.com/wdnet8/articles/the_history_of_Internet_Advertising.htm)(Source: Worldata.com)- A History of Internet Advertising
Davis, J. 2000. A Guide to Web Marketing: Successful Promotion onthe Net. UK: Kogan Page Limited. ISBN 0749431857
Janal, D. S. 1995. Online Marketing Handbook. New York: VanNostrand Reinhold. ISBN: 0442020589
Strauss, J. and F. Raymond. 1999. Marketing on the Internet:Principles of Online Marketing. New Jersey: Prentice Hall Inc.
Oser,K(2004),'Internet advertising reaches $2.3 bil high',Advertising Age,May 31 2004.
1. www.ciaadvertising.org2. www.doubleclick.net
3. www.adage.com4. www.banner-mania.com5. www.searchenginewatch.com6. www.googlee.com7. www.scholar.google.com8. www.wikipedia.org
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Student of Business Studies
Superior University Lahore
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Notes
THANK YOU ALL