E- MARKETING

Presented by:Harshvardhan(102) Aakriti Dayal(65) Davneet kaur(74) Megha Mehra(92)

Definition

The term electronic marketing (or e-Marketing) simply means using technology such as the internet and email, including its wide variety of options and tools to conduct your marketing activities and achieve your marketing objectives.

E-marketing includes

Online surveys to conduct market research A web site to display and sell your products Internet advertising to promote your business Advanced computer software to collect and analyse your customer information

Requirements of E-marketing

E-Marketing today needs to address the realities of consumers who are increasingly short of time, in a world where there is more and more advertising clutter. Moreover, consumers are concerned about invasion of privacy online - they are tired of receiving mailboxes full of e-mail that are personally irrelevant!

Characteristics of E-marketing

One-to-one approach Behavioral targeting Measurability Response and immediate results greater sense of accountability for advertisers

Benefits of E- marketing
Low costs in distributing information Global audience Interactive nature Speed of launching advertising campaigns Tracking Customer convenience

  

 

TYPES OF E MARKETING

Search Engine Marketing Banner Advertising Email Marketing Affiliate Marketing Blog Marketing Viral Marketing

SEARCH ENGINE MARKETING(SEM)

It is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine Result Pages (SERPs). In 2006, North American advertisers spent US$9.4 billion on search engine marketing, a 62% increase over the prior year

Advantages
Get your website found by more potential customers on major search engines Less costly Credibility Factor- since the site is listed in the engines' editorial results ,it is a sort of third party endorsement

Disadvantages
No guarantee as to results-can't predict how many rankings we'll get for a particular search term or engine; nor can we predict how much traffic we'll get. Limit on the number of search terms that can be targeted by the number of web pages we have to optimize

Banner Advertising

A banner advertisement is an image placed at the top or bottom of a web page, to catch the viewer's eye and possibly prompt them to click on it. It is of two types: Static Dynamic Banner advertising is based on one-to-many advertising rather than one-to-one. It is most common form of promotion on the web.

Advantages
Customers have a direct link to your web site. Promotes your company identity Bring potential clients to your site

Disadvantages
No guarantee that advertisement will be seen or read by anyone Difficulty to measure the effectiveness of this advertising

Email Marketing
Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

The key to successful e-Marketing in today's business environment is to place your clients in control. Allow them to choose how often and what type of messages they receive, thus creating a more meaningful relationship with your business. This is commonly referred to as Permission Marketing. Your eMarketing messages and tools should aim to deliver information that the consumer wants - that they perceive to be valuable.

Advantages

Relatively low cost than direct mail Most costs are one time or recur yearly Best for niche audience Ease of personalisation E-mail marketing allows use of graphics, games, music, videos Faster Campaign Deployment

Disadvantages
Deliverability :Difficulty of getting messages delivered through different internet service providers (ISPs), corporate firewalls and webmail systems. Renderability:Difficulty of displaying the creative as intended within the in-box of different email reading systems. Email response decayEmail recipients are most responsive when they first subscribe to an email. It is difficult to keep them engaged

Contd.
Resource intensive :Recipients will have different preferences for email offers, content and frequency which affect engagement and response. These have to be managed through communications preferences Communications preferences:Although email offers great opportunities for targeting, personalisation and more frequent communications, additional people and technology resources are required to deliver these.

Affiliate Marketing
Affiliate marketing is a web-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. Affiliate marketing overlaps with other internet marketing methods to some degree, because affiliates often use regular advertising methods.

Example of affiliate marketing Amazon.com launched its associate program in July 1996. Amazon associates would place banner or text links on their site for individual books or link directly to the Amazons home page. When visitors clicked from the associates site through to Amazon.com and purchased a book, the associate received a commission

Advantages

Simplicity Less Time Consuming Direct Affiliates Helps Build a Working Relationship Network Affiliates No Need to Actively Source Companies

Disadvantages
Uncertainty Waiting for Payment Direct Affiliates - Can be time Consuming Requires Traffic

Blog Marketing
Blog marketing is the term used to describe internet marketing via web logs. These blogs differ from corporate websites because they feature daily or weekly posts, often around a single topic. Typically, corporations use blogs to create a dialogs with customers and explain features of their products and services

Advantages

Extend company branding Create positive experiences with your customers Provide real feedback on your company and its products Transform the way your company does business

Disadvantages
Unrestricted nature Defamation Misleading advertisements

Viral Marketing
Viral marketing and viral advertising refer to marketing techniques that use preexisting social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet

Advantages
Send more targeted traffic to companys site Build reputation in no time at all Fully automates marketing strategy Great reach Attract visitors to site year after year

Disadvantages
Brand Dilution Association with unknown groups Avoid making purely financial-based offer Large-scale spam issues

The 7 C s of E-marketing
The Internet allows for the entire sales cycle to be conducted on one medium, nearly instantaneously. From making the consumer aware of the product to providing additional information to transacting the final purchase, the Internet can accomplish it all. As opposed to the 4 Ps of brick-and-mortar marketing, the changing outlook in the area of e-marketing can be explained on the basis of 7 Cs of e-marketing.

Contract: The e-marketers first goal is to communicate a core promise for a truly distinctive value proposition appealing to the target customers. Content:It refers to whatever appears on the website itself and on hot linked websites. If chosen appropriately, it can increase both the rates at which browsers are converted into buyers and their transactions.

Community: Through site-to-user and user-to-user forms of interactivity (such as chat rooms), e-marketers can develop a core of dedicated customers who become avid marketers of the site too. Concentration: Targeting through online behavioral profiling. Advertisers have known for some time that behavioral targeting Knowledge of a consumers past purchases interests, likes/dislikes, and behavior in general allows an advertiser to target an advertisement much more effectively.

Construction: The promises made by e-marketers are not unique to the Internet, but the mediums interactive capabilities make it easier for them to deliver on their promises quickly, reliably, and rewardingly. In practice, this means that promises must be translated into specific interactive functions and Web design features collectively giving consumers a seamless experience. Such design features as one-click ordering and automated shopping help deliver the promise of convenience.

Convergence: We will soon enter the next round of the E-marketing battle as broadband reaches the masses. The Internet will become more ubiquitous and wireless; televisions will become more interactive Commerce: The last emerging fundamental of e-marketing is commerce, whether it includes offering goods and services directly, or marketing those of another company for a fee, thus helping to cover the fixed costs of site operations and to offset customer acquisition costs.

Disadvantages of E-marketing

Lack of personal approach Dependability on technology Maintenance costs due to a constantly evolving environment Higher transparency of pricing and increased price competition Worldwide competition through globalisation

QUIZ

Question 1- Which ONE of the following is NOT an example of e-Marketing:

a) b) c) d)

Online customer survey Professionally printed brochure Promotional website/s Internet advertising

Question 2 - Marketing is a comprehensive process that involves:

a) b) c)

d)

The type of product/service for sale The price of the product/service for sale The place where the product/service is for sale All of the above

Question 3- Which ONE of the following statements is TRUE:

a)

b)

c)

d)

e-Marketing can enhance your marketing plan to make your marketing activities more effective (smarter) more efficient (cheaper) e-Marketing is an alternative to your existing Marketing Plan e-Marketing is a 'miracle cure' that will instantly turn a struggling business into a profitable one over night e-Marketing techniques are expensive and out of reach of most small businesses

Question 4 - Which ONE of the following is NOT a potential benefit of e-Marketing:

a)

b)

c)

d)

e-Marketing can enhance your marketing plan to make your marketing activities more effective (smarter) more efficient (cheaper) e-Marketing can help you refine your internal business processes such as managing your payroll, recruiting staff and meeting your taxation reporting requirements e-Marketing can help you tap into new markets both locally and overseas e-Marketing can enhance, simplify and reduce the cost of marketing your business

Question 5- Allowing customers to choose how often and what type of promotional messages they receive is commonly referred to as:

a) b) c) d)

e-Marketing Permission marketing Polite marketing Approval marketing

Question6:What is the full form of SEM?

Ques 8:State any 5 Cs of E-marketing.

Ques 9:List any two advantages of Blog marketing.

Question10. The form of marketing which uses pre existing social networks to produce incresae in brand awareness is:

a) Blog marketing b) Search engine marketing c) Viral marketing d) Banner advertising

References
Google Wikipedia Marketing Management by Philip Kotler

THANK YOU..!!