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VIEWS: 14 PAGES: 49

									                           TABLE OF CONTENTS

SR.NO.                                 TOPIC                             PAGE
                                                                         NO.
  1.     Acknowledgement                                                  1
  2.     Executive Summary                                                4
  3.     Objective of the Study                                           5
  4.     Research Methodology                                             6
  5.     Introduction                                                     7
  6.     E-Marketing Concept                                              8
  7.     Illustration                                                    9-10
  8.     Methods of E-Marketing                                          11-19
            -   Traditional
            -   Modern
  9.     Advantages of E-Marketing                                       20-22
            -   General advantages for all players
            -   Advantages to SME’s and smaller brands
  10.    Steps for successful implementation of E-Marketing              23-28
  11.    Suitable E-Marketing methods for different industrial sectors   29-31
  12.    Epilogue                                                        32-33
  13.    Problems of E-Marketing in India                                34-41
  14.    Prospects of E-Marketing in India                               42-47
  15.    5 S’s of Internet Marketing                                      48
  16.    CLC                                                              49
  17.    SWOT Analysis                                                    49
  18.    Conclusion                                                       50
  19.    Bibliography                                                     51
Executive Summary



Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, Search
Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over the
Internet.

The Internet has brought media to a global audience. The interactive nature of Internet
marketing in terms of providing instant response and eliciting responses is a unique quality of
the medium. Internet marketing is sometimes considered to have a broader scope because it
not only refers to the Internet, e-mail, and wireless media, but it includes management of
digital customer data and electronic customer relationship management (ECRM) systems.

Internet marketing ties together creative and technical aspects of the Internet, including:
design, development, advertising, and sales.

Internet marketing also refers to the placement of media along different stages of the customer
engagement cycle through search engine marketing (SEM), search engine optimization (SEO),
banner ads on specific websites, e-mail marketing, and Web 2.0 strategies.

So the place to begin defining e-Marketing is to consider where it fits within the subject of
marketing. So let's start with a definition of marketing. The American Marketing Association
(AMA) definition (2004) is as follows:

Marketing is an organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.

Therefore e-Marketing by its very nature is one aspect of an organizational function and a set of
processes for creating, communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders. As such an
aspect, e-Marketing has its own approaches and tools that contribute to the achievement of
marketing goals and objectives.

This also helps us to differentiate between e-Marketing and E-commerce, since E-Commerce is
simply buying and selling online.




                                               1
Objectives and importance of Research



  1. Emphasize the importance of using modern technology (internet and mobile phones) as
     advertising and interactive media for enhancing sales of marketers of all sizes (BIG &
     SME’s)

  2. Utilization of E-marketing tools for assisting and enhancing the ability of sales and
     marketing department for catering to the needs of growing consumer base in India
     (SEM)

  3. Interpretation of various E-marketing methods available and suggesting suitable
     methods for various industrial sectors

  4. E-Advertising- The advertising industry is passing through a transition phase with the
     emergence of online media. Internet and the Web are the new platforms being used by
     the marketers to deliver marketing messages and attract customers.
     To delve into reasons why Indian marketers/consumers are still apprehensive about
     using this medium.




                                            2
Research Methodology


Through this project I have made an effort to understand the most important tool for future
marketing called e-marketing which is being increasingly recognized by marketers as a powerful
tool that helps in finding new customers and retaining the existing ones at a much lesser cost.




PRIMARY RESEARCH


The aim of primary research was to understand e-marketing as it is seen in the corporate world.
To understand this I took interview of Mr. Pranav Saraiya, who heads Sales & Marketing of
Serviceberry technologies Pvt. Ltd. which in turn helped me to understand what all goes into
the making of a e-marketing tool for a company, which he has been effectively using for
promoting his company.
The mode of interview used was an informal one where he answered my Questions on
one to one basis.

Also I had the opportunity to talk to Mr. Vikrant Zemse who has over decade of experience in
designing websites according to the needs of different customers in different sectors.




SECONDARY RESEARCH


The aim of secondary research was to understand as to why e-marketing has been able to grow
at a considerable rate as compared to the other traditional modes of marketing.
It was also undertaken to understand how e-marketing is done and how different companies
from disparate sectors are doing it
Secondary data collection method: Desk research
Secondary data collection sources: Internet, Books, Newspaper articles




                                              3
Introduction
There has been rapid penetration of Internet in recent years and Internet users are growing
many fold. According to Internet and Mobile Association of India, there were close to 60 million
internet users in the country. As media clutter and segmentation become more, the rule than
the exception along with growing youth brigade of Indian consumers, E- marketing is gaining
prominence among marketers and agencies.




                                               4
E-Marketing concept
It is the process of using modern technology such as ‘internet’ and ‘mobile phones’ for
providing information to the consumers regarding products and services by companies and
then listening to their input and feedback to modify the information to suit the individual needs
of the consumers there by increasing the chances of sales of the company, by presenting
information that matches individual consumer needs.




                                               5
Illustration
Consider a consumer durable manufacturer involved in selling durables such as refrigerators,
washing machines for consumers. It may use internet for promoting its products. After
segmenting the target audience based on age, it may send e-mails to individual prospects in
each group for selling refrigerators.

                     Table 1: Segmentation of Consumers based on age group

       GROUPNAME                                         AGE GROUP
        Group A                                           25 to 35
        Group B                                           35 to 45
        Group C                                           45 & Above


After sending e-mails, it should refer to the feedback and inputs of each group. For example,
Group A may be attracted by design and style and look for products of latest design and
technology.

Group B may be looking for the products that provide the required benefits and value for
money.

Group C may desire durability, easy to operate products that satisfy long term needs of the
family.

After carefully assessing the inputs and requirements of each group, the company should
prepare and send attractive e-mails having product information ,benefits, financial options
,offer details that will match the individual needs of each group getting attracted towards
product offerings resulting in increased sales for the company.

Sending e-mails after getting individual prospect details is a simple e-marketing tool, today with
modern web tools, marketers can mesmerize and attract individual target audience using
animated banners, fascinating puzzles whenever they access internet. Various e-marketing
methods are discussed in this report .The marketers may also use ‘mobile technology’ to target
consumers individually by sending SMS and voice calls through mobile phones.




                                                6
The main advantage of E-marketing over traditional marketing tools is ‘personalized targeting
‘and ‘interactivity’ that is listening to feedback and inputs from individual consumers apart from
initial attraction towards products.

Through traditional medias such as television or newspapers attracting attention (AIDA Model)
can be done easily, but after attracting attention ,for successful action by converting prospects
into consumers , e-marketing tools will play a vital role and have advantage over traditional
medias because of its interactivity and personalized targeting considering increasing number of
internet users every day.




                                                7
Methods of E-Marketing
  1. Traditional methods on Internet
  2. Modern methods on Internet
  3. Marketing through mobile phones




                                       8
TRADITIONAL METHODS OF E-MARKETING ON INTERNET
     A. BANNER –ADS
        This is equivalent to posters in real world .Posters will be of certain size with specific
        length and breadth, similarly banner ads will be of specific length and breadth and it
        will appear on top of website . These banners will display ad information and when
        clicked, it will lead to advertiser’s website .Banner ads are starting point in web
        advertising.

     B. RICH-MEDIA BANNERS
        This is an improved version of banner ads. Rich media banners utilize modern
        animation and graphic technologies to attract the attention of internet browsers and
        to make them click these banners when they are accessing a website .The rich media
        banners may have attractive displays like ‘rain showers’ or ‘swan moving’ within the
        banners along with brief product information. When clicked it will lead to
        advertiser’s website.

     C. POP-UPS
        Pop-ups will provide advertiser’s information in a separate window. When we are
        browsing the internet using internet explorer or any other browser, a separate
        window will appear on the browser providing advertiser’s information , you have to
        either close or minimize the window to proceed further .This is called pop-up.

        SIFY EXAMPLE FOR POP-UPS

        Pop-ups are common in Sify internet browsing outlets. As people are browsing the
        internet in a Sify café, after 20 minutes, a separate window will appear on the screen
        promoting Bangalore and provide tourism information about the city.

        The internet browsing person, if interested will enter and access the information
        provided in the window; else he will have to minimize or close the window to
        proceed further. These advertisements are called pop-ups and will appear at specific
        intervals on screen of internet users attracting their attention.




                                               9
D. INTERSTITIALS
   When internet users are uploading a website in a browser (say internet explorer), a
   menu will appear on the browser providing advertiser’s information, Internet users
   have to close the menu for continuing the uploading of the website in the browser.
   This menu is called interstitial.


   INTERSTITIALS EXAMPLE

   For example, when a student is uploading Mumbai University website in internet
   explorer, a menu having book publisher’s advertisement for availability of books
   related to the university will appear on the browser. The student if interested will be
   attracted by the information and log onto publisher’s website through the menu
   that appeared on the browser or he will close the menu for continuing the uploading
   of the website. These menus are called interstitials.

   The difference between pop-ups and interstitials is that the pop-ups will appear as a
   separate window after the internet user has logged on and having uploaded his
   website .In the above example, after the student had uploaded the Mumbai
   University website and started accessing the information on the website ,the book
   publisher’s ad information will appear as a separate window on the screen if it a
   pop-up, where as interstitials will not allow the student to upload the university’s
   website by interrupting with the menu containing the book publisher’s ad
   information. The student had to read the information in the menu before getting
   access to the website.




                                       10
MODERN METHODS OF E-MARKETING ON INTERNET

The methods discussed indicate evolution of e-marketing. As the number of users is increasing
manifold, all multinational corporations, Indian Incs and even small and medium enterprises are
realizing the potential of internet as a modern and powerful advertising medium. All companies
are finding innovative ways to attract the internet users towards their market offerings; this has
resulted in a number of modern methods of E-marketing.

   A. WEBISODES
      Webisodes are websites created with an objective to hook the consumers and then
      charm them to continue coming back to the website and then into brand.

       ILLUSTRATIONS FOR WEBISODES
       www.sunsilkgangofgirls.com

       This website was created by HLL targeting teenage girls and young women. This website
       instead of giving normal ‘about us’ information, welcomes girls with hair and beauty
       tips, how they can become popular at workplace, quizzes, opinion polls , blogs on hot
       flavor of this season and even provide hot job offers. The website is similar to the online
       version of a women magazine along with interaction.

       The company instead of promoting the brand through its television ads, promoted its
       website attracting the teenage girls and young women to log on to the website. Once
       the new user logged onto the website, she was fascinated by the information provided
       on the website, get hooked to it visit the website again and again and finally come to
       the brand itself because of positive associations. This website was a huge hit among its
       target audience.



   B. VIRAL MARKEITING
      It is the electronic equivalent of ‘word of mouth’. Virus spreads from one human being
      to other human being so rapidly; similarly information about interesting advertisements
      on web spread in internet community very rapidly and gains popularity through sms and
      e-mails. It facilitates consumer to consumer (C2C) promotion at a rapid pace on
      internet.




                                               11
TYPES OF VIRAL MARKETING

Viral campaigns in the form of

   1. Interactive Games or Puzzles
   2. Bribes (Discounts and offers information)
   3. Viral e-mail marketing campaign

   1. INTERACTIVE GAMES OR PUZZLES
      www.bluffmaster.com
      Rohan Sippy created ‘Bluffmaster’ viral campaign in the form of an interactive game to
      promote the Hindi movie. The user of internet could play on the slot machine that
      appears on the screen and on pulling the lever thrice they were informed that they had
      won Rs. 2,00,000/-, later user will receive e-mail informing that this was a bluff. If they
      wanted to find who had bluffed them they could follow the link that will take them to
      the Bluffmaster movie webpage. If the users want to bluff their friends, they can
      forward the game to them.

       The film maker managed to bluff about a lakh people in a short span of time. On the
       web ‘word’ spreads than ‘fire’. If the content is good and interesting, its popularity
       grows potentially. Web technology enables rapid spread, after all what consumer had to
       do is click on ‘forward’ and then add ten addresses of their close friends and finally click
       ‘send’ and it is done.




                                               12
2. DISCOUNTS AND OFFERS INFORAMTION THROUGH E-MAILS (Bribes)

   Discounts and offer information through web technology is called ‘bribes’ because
   companies should leverage technology to offer interesting games, puzzles or attractive
   graphics to hook the consumers, if the company cannot do that, it will simply offer
   discounts to attract the consumers and promote products. ‘Bribes’ should be used if the
   competition is intensive and the company has no other option to increase the sales.
   Much dependence on ‘Discount and offer mails’ will deter innovation and creativity in E-
   marketing.



   PEPSI’S EXAMPLE OF DISCOUNT AND OFFERS

   The classic example of discounts and offers was when in 2000, Pepsi opted to partner
   with leading portal Yahoo to offer ‘Pepsi Stuff Points’. The points earned by the
   consumers were printed as ‘code’ onto Pepsi and Mountain Dew bottles that they
   purchased. Customers had to log on to www.pepsistuff.com, register and type in that
   code to find out how many points it equated. The points could be redeemed for goods
   in the usual way or else used to get discounts on a range of goods that could be
   purchased at Yahoo shopping. There was a further digital twist; those who wanted to
   use their points for instant rewards could download songs or screensavers.




                                          13
3. VIRAL ‘E-MAIL’ MARKETING CAMPAIGN
  HOTMAIL E-MAIL CAMPAIGN

  ‘Hotmail’ is the classic example of successful viral e-mail campaign that involved less
  marketing expenditure in mass media and spread through ‘word of mouth’ and had a
  growth of user base from zero to 12 million in just a year and a half. Its total marketing
  spend was less than Rs. 50,000/-

  Hotmail founders, Sabeer Bhatia and Jack Smith had the idea for Hotmail after struggling
  to access the conventional e-mail accounts while on the move. They hit a financial
  model which was to offer e-mail service freely to their users, and recoup revenue by
  offering advertising space on the pages. Having established the technology and business
  model, they were left to market the service. The way they hit on to do this was the
  simplicity itself.

  They would add an advertising tagline to every e-mail sent using hotmail. Each e-mail
  carried the words “Get your free e-mail at hotmail” to the receivers of e-mail.

  The point was that every outbound message told the receiver that the sender used
  hotmail, with the implicit suggestion that this ‘new service’ offered a free means of
  keeping in touch with the sender; usually a friend or a family member. Because the
  sender spread the messages after getting signed to use the site himself, every new user
  in effect became a sales agent for the service, and the sales network instantly spanned
  the globe, without any local market spend whatsoever. I was not only individuals but
  corporates also started using e-mail services to solve inter-departmental and inter-
  organizations problems when involved in mergers and acquisitions. On July 4, Hotmail
  was launched and within a month it acquired 1,00,000 subscribers; in less than six
  months it had crossed the million mark.

  The marketer can create fascinating puzzles and allow among target audience or
  providing discount and offers and provoking C to C promotion among web users. The
  marketers can also tie-up with e-mail service providers such as hotmail or yahoo for
  viral e-marketing campaign. Thus viral marketing can be implemented successfully.




                                          14
C. SEARCH ENGINE MARKETING

  WORKING METHODOLOGY
  Every time when a user runs a search for a key word (e.g.’ Cheap Hotel’) in google or any
  other search engine, will throw up a number of results, the order of the results of
  websites is determined by a number of factors including reputation, ranking. Advertisers
  cannot do anything to alter the ranking of websites in which the search engine displays
  the results of search but use sponsored results column.



  SPONSORED RESULTS COLUMN
  This column appears on top or top right of the page in which the search engine show
  results for keywords. The advertisers pay for their ads to come in the sponsored results
  column every time certain words or phrases are searched.
  If a user is searching for a cheap hotel in Goa, in the search bar, he may have typed the
  keyword ‘cheap hotel’. The search engine will throw up results in the sponsored column.
  It will have a list of hotels in Goa, online travel site or travel related firms. The orders in
  which the results in the column are shown depend on which advertiser has bid the
  highest amount for the specific keyword.



  PRICES OF KEYWORDS
  Key words are priced anywhere between Rs. 2.50/- and Rs. 2500/- in India. The price of
  the keyword is directly proportional to the number of advertisers. It is based on supply
  demand factor. More the demand for a keyword, higher the price and vice-versa as
  similar to stock market. The highest bidder will receive the top position in the sponsored
  results column of the display page followed by others based on range bidding. For the
  keyword ‘cheap hotel’, if the highest price is Rs.2500/-, the advertiser who had paid it
  will get the top position and another advertiser who paid Rs. 2400/- will get the next
  slot and the list continues based on bided price range. Some popular keywords in the
  Indian online industry are ‘flight’, ‘MBA’, ’laptop’, ’cheap’, ‘discount’ etc.




                                            15
SEARCH ENGINE MARKETING SCENARIO IN INDIA

Search engine marketing in India is growing by leaps and bounds as it is worldwide; the
global figure has crossed $10 billion mark in 2006 and is on the way to hit $23 billion by
2010. Search engine marketing is as of now Rs. 230 crore in India. It looks pale for
comparison with global figures but one must remember that for an industry which got
barely got off the ground a couple of years ago, this is a huge leap. Indian people
conduct about 1 billion search every month. Out of this, 308 million searches resulted in
display of sponsored lists link and there are over 4.8 million clicks on sponsored links
displayed in sponsored column by Indian users every month. The biggest spenders in the
key word advertising in India are retail, travel, banking and financial services sectors. Citi
bank, ICICI, HSBC, Yahoo travel, Lufthansa and Make My Trip are widely used search
engines marketing in India.




                                         16
ADVANTAGES OF E-MARKETING

(A) GENERAL ADVANTAGES FOR ALL PALYERS

1. WIDER REACH
   Marketing through internet will not only reach the target audience within the state
   or country but will have a global reach across borders. Even within a state or
   country, the scope of reaching more number of consumers is high as internet
   browsing is becoming a daily habit among Indian people.

2. PERSONALIZED TARGETING
   E-marketing particularly through ‘viral e-campaigns’ and ‘discount & offer’ mails can
   be used for personalized targeting of consumers. The e-mail messages can be
   modified to suit individual needs of target audience.
   A retailer selling apparels can send e-mail messages offering higher discount rate for
   large volume buyers. Similarly insurance and financial service providers can send e-
   mail messages containing product details to suit individual needs of target audience
   such as professionals, businessmen, working women, and married couple etal. This
   is not possible through traditional medium which is for mass communication.

3. INTERACTIVITY

   Consumer Input and feedback
   It is only through internet that we can listen to consumers for their requirement
   inputs and feedback. All traditional mediums such as TV or print medium lacks
   interactivity. It is vital to listen to consumers to market a product successfully;
   most sellers provide through traditional medium for sales. Even through Internet
   they don’t listen to consumer needs. Marketers should use Internet’s interactive
   capability to listen to the consumers.

   A marketer’s website should have the provision for getting inputs and gathering
   personal details of internet users accessing the website. Internet users can directly
   give their inputs on a website or through e-mails and blogs.




                                       17
   Blogs
   Nowadays, contributing their views about a product or a topic through blogs is
   rampant among internet users. ‘Blogging’ in internet is an online forum where
   people can give their views on a particular topic. All the views on one particular topic
   are summed up as blogs and give titles such as mba.blog or tech.org. Any user can
   access the blog to see the views of the other people on the particular topic and also
   to present their views. Companies can create ‘blogs’ and invite consumers to give
   their views on their yet to be launched products and existing brands thus creating
   discussion among target audience.



4. MEASURABILITY
   Internet is the only medium where a marketer can identify the number of
   consumers visiting his website and also obtain their e-mail and browser details to
   communicate back. An advertiser can measure the number of audiences visited
   through the number of hits the website and trace consumers using cookies and
   other web solutions. Thus an E-marketer can measure the advertising effectiveness
   of his marketing program and take corrective measures from time to time to
   increase the efficiency.




                                        18
(B) ADVANTAGES OF E-MARKETING TO SME’s AND SMALLER BRANDS

  SME’s particularly involved in marketing industrial products can use internet for cost
  effective marketing. These players cannot afford an extensive dealer network but
  use internet to access global market through its own websites and third party sites
  such as e-bay and Rediff. These third party sites are online brokers facilitating sales
  between buyers and sellers and receiving commission for sales and also provide
  internet based auction facilities. The sellers can list their offerings in e-bay for
  nominal charges and get a worldwide reach of target audience for its products. This
  was not possible earlier, particularly, for smaller players through traditional
  marketing mediums and techniques.

  ILLUSTARTION OF SMALLER PLAYERS USING ‘E-MARKETING’ SUCCESSFULLY

  (a) ‘Solkar Solar’ makes products powered by solar energy, all of which are hosted
      on company’s website. It has also listed five products on e-bay that enabled the
      company to get orders from abroad apart from local markets at lower costs.
  (b) ITZ cash cards- a small company wanted to target B and C class consumers
      beyond metros is using internet that reduces the distribution expenses giving
      wider reach. Internet also provides every possible sales option such as fixed
      price, bid, and auction etal.

     As on June 2008, India ranks third in terms of value of goods sold for e-bay in the
     Asia-Pacific region according to company sources. This epitomizes the SME’s that
     have initiated the use of e-marketing tools for reaching global markets.




                                      19
STEPS FOR SUCCESSFUL IMPLEMENTATION OF E-MARKETING

     STEP 1: PLANNING THE AIM OF E-MARKETING

     Before commencing on the ‘planning’ part, an e-marketer should ask himself why a
     consumer should want to know more about his company, brands and his campaign.
     Then he should clearly fix the aim or what he wants to achieve using the e-marketing
     method.

     Some of the aims of e-marketing may be:
     1. Is it simply to drive web traffic to an existing site?
     2. It is a branding exercise to create image or association? (e.g. sunsilkgangofgirls.com)
     3. Is it to create brand awareness? (e.g. Bluffmaster.com)
     4. To create awareness about particular product function or benefit that will match
        target audience expectation thus leading to relationship marketing?


     STEP 2: INTEGRATING WITH OFF-LINE ADVERTISING MEDIUM

     A marketer successfully using other off line mediums such as TV or Newspapers cannot
     simply shift to ‘e-marketing’ rather, he has to go for parallel implementation of e-
     marketing methods to reap higher benefits. Instead of spending huge amount in
     television commercials for promoting products, they can promote the website along
     with products in television commercials and hook the consumers to visit the website
     repeatedly by providing valuable information and thus enhancing long term
     relationship.

     Even small and medium enterprises should advertise some advertising budget for
     traditional medium for initial attraction and creating awareness about its website
     among target audience. They should use every communication tool for making
     consumers access the website, giving information such as ‘for further interesting details
     log onto our website www.ssss.com’. Once the prospect had logged on to the website
     for the first time using different methods of e-marketing, SME’s can continuously attract
     the consumers towards company and its products and build long term relationship
     through e-marketing techniques and reduce the dependence on traditional medias;
     there by controlling cost of promotion.




                                             20
Example of successfully balancing online and offline marketing techniques for credibility
and reaching wider target audience:

Jeevansathi.com started as an online player for marriage alliances had opened offline
counseling centre to address the concerns of those visiting the website. The popular
Naukri.com for job seekers started its offline presence by opening naukri cells to help
consumers in resume writing. Thus balancing on-line marketing with off-line marketing
and thus serving the purpose.



STEP 3: E-MARKETING AS A SUPPLEMENT TO DIRECT SELLING; NOT A SUBSTITUTE

E-marketing can only be used to supplement salespeople to increase their efficiency and
cannot replace them.

For example, a company dealing with financial products and insurance appoints a sales
person for its products. Traditionally, the sales person would go for door to door
canvassing after getting background information about the prospect if possible. It is a
known fact that selling insurance is tough task, in some houses the sales person may be
received warmly but in most houses where product is not required there will be hostile
reception for sales person. To overcome this embarrassment, the sales person can be
provided with e-marketing tools that will help him avoid hopeless prospects and focus
his efforts on others.

E-Marketing tools for enhancing sales person’s ability

Let us see how E-marketing tools come to the rescue of the sales people. After gathering
background information of prospects including e-mail id, the sales person should send
interesting e-mails having product details to attract the attention of prospects and draw
his interest. Some prospects may even mail back for further enquiries and clarification.
Then the sales person can meet the prospect directly in person and offer product
directly that match the customer expectation thus increasing the sales. The same can be
done through Webisodes if it provides interesting and valuable information, personal
details and product requirements can be collected during their visits and sales people
can be directed to finish the sales.

From the company’s point of view, implementing e-marketing methods will motivate its
sales people by avoiding embarrassment and unnecessary prospects during field visits
and helps them to achieve higher targets in given time period by focusing their efforts
on business giving prospects.


                                       21
STEP 4: DRIVING TRAFFIC TO WEBSITE

Driving larger number of regular internet users and even occasional users to the
advertiser’s home page or website is crucial for success of e-marketing strategy.

Targeting Regular Users

Regular internet users can be stimulated by rich media banners or banner ads whenever
they are accessing their usual sites. Pop-ups and Interstitials can also play an important
role in attracting both regular and occasional users since it intrudes the user’s browsing.
Web rings can also be used to drive traffic to the home page, it is a method where
similar or likeminded sites recommend each other. A university website having links of
its major book publishers and suggesting users to visit publisher’s site for useful books
or having links of digital libraries is a classic example of ‘web rings’ to drive traffic to
book publisher’s website.

Targeting Occasional Users

Occasional users and non-users can be targeted initially through TV or Newspapers for
inviting them to access website of the company and from there, on hooking them
continuously using various methods of e-marketing.




                                        22
STEP 5: HOME PAGE AS A TOOL OF ATTRACTION FOR REPEATED VISITS AND BASE FOR
PRODUCT PROMOTION



The website is at heart of most e-marketing strategies. It should try to provide
information that users cannot get from other media. There should be a reason for a
consumer visiting a website repeatedly, it may be games or humor or information. It
should not be simple replicate of print brochure with few pictures and text. After
drawing attention to the home page, the advertiser should use creativity and various e-
marketing methods for repeated visits of internet users and have long term association
with target audience. The e-marketer or advertiser should have clear provision for
receiving inputs and feedback from consumer on the website. He should use the
‘interactive’ ability provided by internet to listen to consumers rather than using it for
only providing information as any other traditional medium.

 Listening to consumer inputs and feedback is important to any marketer for increasing
the prospects of getting first time sales and also enhancing long term relationship with
customers.

Both small and large business houses should identify professional website developers to
develop and maintain the website of the organization. It is essential to invest substantial
amount of money on home page development and constant up gradation as it is heart
of most e-marketing strategies. Web-site developers may be chosen depending on
financial capacities of the originations that want to implement e-marketing strategies.




                                        23
STEP 6: CONVERTING HOME PAGE VISITS TO SALES

After having caught the consumer’s attention and drawn them to the home page,
consumers will be frustrated if the advertiser has not given provisions for buying with
safety and security online. Never ever invite any one to submit credit card details on
home page or using e-mail because most of the consumers feel insecure.



Instead, an e-marketer can use various other options:

(a) Call back buttons: This button, when clicked, will allow the consumer to enter his
    contact number and time of convenience so that marketer can call back and give
    final details of prices including transportation charges and finish of the sales. Most
    consumers wanted to use phone for finalizing sales. For this, call back buttons will be
    convenient option.
(b) Sales people assistance: Big companies in the market can use sales people to finalize
    sales, also to provide finer details of product and give feel and experience of
    products if it is books or other smaller products. In the case of big size products,
    sales person can arrange a visit for the consumer to the nearby dealer and give an
    experience of the product to finalize the sales. Provisions should be given on website
    for the consumer to enter his address and pin number if he is interested in the
    product so that the sales person nearest to the consumer can immediately contact
    and finalize sales.
(c) Retailer Assistance: Companies that cannot afford sales persons can use direct
    retailer assistance option. Here the company should clearly give the final price of a
    product chosen by consumer including transportation charges or final retailer price.
    The company’s website should furnish the details of nearby retailer and his contact
    number if the consumer is interested in company’s product and enters his contact
    address and pin number on website. The consumer can use the retailer information
    provided by the website to contact the nearby retailer and finalize the sales. Even
    the nearby retailer can also be informed regarding interested prospects so that sales
    can be finalized.




                                        24
STEP 7: RECORDING, REPORTING & ANALYSIS

The advantage of web is its ability to collect rich data about consumers, number of visits
to a website, cost per click, effective yield, click –paths through sites (from which site
the consumer started and the path through which he finally arrived at the e-marketer’s
website) and even geographical location of users. It is important to record this data and
analyze to improve the e-marketing strategy and controlling the wastage of resources.

Big corporations can outsource this function to specialists if the amount of money
invested in e-marketing medium is high. Smaller players depending on financial
capabilities can utilize the in house IT department or analyze data on monthly basis
using IT people. If companies don’t want to invest in software for data recording,
analysis and data reporting, they can utilize the new emerging concept called Software
as a Service on demand (SaaS) provided by software developers. In this arrangement, a
company can subscribe to various application packages such as ERP or CRM of software
developing companies and access the same through website instead of buying them.
This will particularly be beneficial to SME’s since they have to pay a fraction of total cost
of software package as subscription fees and get their job done instead of investing on
owning software and necessary infrastructure.


STEP 8: MANAGING E-MARKETING INTERNALLY (within the company)

No new strategy can succeed without employee participation and co-operation. If a
company is going for implementation of e-marketing methods to market its products,
first it should also allay the apprehensions of sales people and marketing department by
communicating clearly how e-marketing will enhance their ability to achieve targets and
earn more incentives and not replace them It should motivate the employees of
marketing department by giving proper training in various e-marketing methods to be
deployed, how to monitor e-mails from prospects, immediate response and contacting
method, etal.




                                         25
    SUITABLE ‘E-Marketing’ METHODS FOR DIFFERENT INDUSTRIAL SECTORS




Sr. INDUSTRY   SUITABLE E-             TARGET AUDIENCE ADVANTAGES
No             MARKETING               FOR SUGGESTED
               METHODS                 METHODS
1   Automotive Pop-ups combined        Affluent and        1. Wider reach
    Cars       with Webisodes or       aspiring urban      2. Individual
               viral                   consumer groups        Targeting
               marketing(games, e-     that have access to 3. Interactivity
               mail campaigns and      internet in either
               animated screen         office or home
               savers)
2   Two-           1. Viral            Middle income and     1. Wider reach
    wheelers           marketing       aspiring urban        2. Individual
                   2. Rich media       consumer groups          Targeting
                       banners         that have access to   3. Interactivity
                                       internet in either
                                       office or home
3   Aviation       1.  Interstitials   Affluent and          1. Wider reach
                   2.  Pop-ups         aspiring urban        2. Individual
                   3.  Webisodes       consumer that            Targeting
                   4.  Search engine   have access to        3. Interactivity
                       marketing       internet in either    4. Measurability
                    5. Mobile phone    office or home
                       marketing
                Viral marketing        Corporate and
                    - Viral e-mail     Institutional
                       campaign        consumer groups
                    - Discounts &
                       offer mails
4   Banking &       1. Interstitials   Higher      income,   1. Wider reach
    Financial       2. Pop-ups         Middle income and     2. Individual
    services        3. Viral           aspiring      urban      Targeting
                       marketing(e-    consumer groups       3. Interactivity
                       mail,           that have access to   4. Measurability
                       discounts)      internet in either
                    4. Search engine   office or home
                       marketing
                    5. Mobile phone
                       marketing


                                       26
5   Consumer     Pop-ups combined          Middle income and     1. Wider reach
    Durables     with Webisodes and        aspiring urban        2. Individual
                 viral marketing           consumer groups          Targeting
                 (games, viral e-mail      that have access to   3. Interactivity
                 campaign, discount        internet in either    4. Measurability
                 and offer mails)          office or home
6   Food &           a) Pop-ups            Middle income and     1. Wider reach
    Beverages,           combined          aspiring urban        2. Interactivity
    FMCG                 with              consumer groups       3. Measurability
                         Webisodes         that have access to
                         and viral         internet in either
                         marketing         office or home
                         (games and
                         puzzles)
                     b) Marketing          Rural markets
                         through           having purchasing
                         mobile phones     capability and
                         and rural         telecommunication
                         internet kiosks   presence in market
                         using banner
                         ads, pop-ups ,
                         Interstitials
                         and animated
                         screen savers
                         in future
7   General &        1. Interstitials      Higher income,        1. Wider reach
    Life             2. Pop-ups            Middle income and     2. Individual
    Insurance        3. Viral              aspiring urban           Targeting
                         marketing(e-      consumer groups       3. Interactivity
                         mail,             that have access to   4. Measurability
                         discounts)        internet in either
                     4. Search engine      office or home
                         marketing
                 Marketing through         Rural markets
                 mobile phones and         having purchasing
                 rural internet kiosks     capability and
                 using banner ads,         telecommunication
                 pop-ups , Interstitials   presence in market
                 and animated screen
                 savers in future




                                           27
8   Retail   1. Webisodes        Higher income,        1. Wider reach
             2. Viral            Middle income and     2. Individual
                marketing(ga     aspiring urban           Targeting
                mes , e-mail     consumer groups       3. Interactivity
                campaigns,       that have access to   4. Measurability
                discount and     internet in either
                offer e-mails)   office or home
             3. Search engine
                marketing




                                 28
EPILOGUE

E-Marketing for enhancing Man Power Ability:

As telecommunication department is focused on implementing 3G and wi-max
technologies in India, there is greater scope for internet and mobile phone penetration
in the country. These technologies cannot only enable E-marketers to enhance existing
‘e-marketing’ methods but also innovate new methods such as user created
commercials for internet (YouTube). Already these methods are in vogue abroad and
entered India recently.

As companies are going for the latest technology in all functional areas of business to
overcome competition, they should understand that ‘Technology’ is a ‘Double Edged
Sword’. Technology is essential to overcome the threats in a business environment,
tackle competitors to monitor and improve employees’ performance for long term
survival of the organization in the market and at same time it should not be overused to
substitute and manpower that too in country like India where manpower is abundant.
This will lead to economical problems and increase in crime rate in the long run.

Dell, the computer manufacturing giant of US that pioneered online distribution without
middleman in U.S. had appointed resellers in India for enhancing sales and distribution.
Thus companies should cautiously design policies for balanced use of technology to
motivate its employees, utilize and enhance the ability of manpower available to serve
larger target audience of growing population. Thus companies should cautiously design
policies for balanced use of technology to motivate its employees, utilize and enhance
the ability of manpower available to serve larger target audience of growing population.
Thus it will enable employees to reap higher benefits for their efforts and bring higher
profit for the organization rather seeing technology as a threat to their job profile.

Cyber crime and Security in transactions are key issues hampering online selling and
purchasing of products by consumers in web. If a consumer goes for online purchase
using credit card numbers in a particular website and loses out money because of cyber
crime and security issues, he will never visit the advertiser’s again. This will lead to ‘lose
situation’ for all. To overcome this hurdle , internet and mobile phone can be used as an
‘interactive medium’ for providing information regarding products , getting inputs and
requirements from consumers, to understand their individual needs and obtaining
personal details of interested consumers.


                                         29
At the next stage, company’s sales force and retailers can be used for offering products
that will match the consumer expectation, finalizing sales and completing the
transactions in a secured manner. Thus E-marketing will ensure personalized targeting
of consumers yielding higher sales and completing the transactions in a second manner.
Thus E-marketing will ensure personalized targeting of consumers yielding higher sales
when compared to traditional advertising mediums and results in ‘win situation’ for all
stakeholders’ consumers, marketing and sales department, company and public.




                                       30
PROBLEMS OF E-MARKETING IN INDIA
Major Problems of E-marketing in Developing Economies

There are series of constraints that hinder the performance of E-marketing in most
developing countries. The experience of INDIA and African countries is worthy of note.
These problems include the following:



1. E-marketing requires customers to use newer technologies rather than traditional
   media.

2. Low-speed Internet connections are another barrier.

3. If companies build large or overly-complicated websites, individuals connected to
   the Internet via dial-up connections or mobile devices experience significant delays
   in content delivery.

4. From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try
   on" tangible goods before making an online purchase can be limiting. However,
   there is an industry standard for e-commerce vendors to reassure customers by
   having liberal return policies as well as providing in-store pick-up services.

5. A general survey of marketing executives listed the following barriers to entry for
   large companies looking to market online: insufficient ability to measure impact, lack
   of internal capability, and difficulty convincing senior management.

6. Cyber crime: Many consumers are hesitant to purchase items over the Internet
   because they do not trust that their personal information will remain private.
   Encryption is the primary method for implementing privacy policies.

7. Recently some companies that do business online have been caught giving away or
   selling information about their customers. Several of these companies provide
   guarantees on their websites, claiming that customer information will remain
   private. Some companies that purchase customer information offer the option for
   individuals to have their information removed from the database, also known as
   opting out. However, many customers are unaware if and when their information is
   being shared, and are unable to stop the transfer of their information between
   companies if such activity occurs.
                                       31
8. Another major security concern that consumers have with e-commerce merchants
   is whether or not they will receive exactly what they purchase. Online merchants
   have attempted to address this concern by investing in and building strong
   consumer brands (e.g., Amazon.com, eBay, Overstock.com), and by leveraging
   merchant/feedback rating systems and e-commerce bonding solutions. All of these
   solutions attempt to assure consumers that their transactions will be free of
   problems because the merchants can be trusted to provide reliable products and
   services. Additionally, the major online payment mechanisms (credit cards, PayPal,
   Google Checkout, etc.) have also provided back-end buyer protection systems to
   address problems if they actually do occur.



9. Online advertising techniques have been dramatically affected by technological
   advancements in the telecommunications industry. In fact, many firms are
   embracing a new paradigm that is shifting the focus of online advertising from
   simple text ads to rich multimedia experiences. As a result, advertisers can more
   effectively engage in and manage online branding campaigns, which seek to shape
   consumer attitudes and feelings towards specific products. The critical technological
   development fueling this paradigm shift is Broadband.




                                       32
Others problems are as follows:


1) Low E-marketing Education

    A well informed and educated people tend to be prosperous investors and consumers. This
   is because they will imbibe the culture and tenets of marketing. But E-marketing education
   is still generally low in developing countries. Many policy makers and managers of large
   organizations still do not know what E-marketing is all about. Even when some people
   acquire higher degrees in the field of E-marketing and business administration, they come
   out doing the contrary, instead of practicing the true E-marketing concept or relationship E-
   marketing for the benefit of the society as a whole. In situations like that, E-marketing
   cannot contribute meaningfully to the development of these economies.

    INDIA is an example of one of those countries suffering this fate. Most of the people,
   though educated, yet often compromise ethical E-marketing practices for worst alternatives
   such as sharp practices, unwholesome behavior and smuggling that contribute less to gross
   total earnings of any country. For example a report on the survey of management training
   needs in INDIA carried out in 1985 revealed that E-marketing was one of the problem areas
   where remedial management development effort should be intensified.



2) Preferences for Foreign Products

    Because of the development process of India and most African countries and their inability
   to produce most goods (especially technologically sophisticated products), they tend to
   prefer buying from the more industrialized countries. This makes the development process
   of local industries and commercial life of the people more impoverished. Developing
   countries constitute 71% of the world’s population, but only contribute about 12% of the
   world’s industrial production that often boost E-marketing in these economies. Why should
   this be the case, and who is to be blamed for the structural discrepancy and imbalance?
   What actions could these countries adopt to accelerate the pace of industrialization and
   development in order to boost the tempo of E-marketing?




                                              33
   It is generally felt that locally-made goods are only for the poor, uneducated, and those
   who are not fashionable, while the consumption of imported goods and services is taken as
   a status symbol for the elite and affluent in developing countries. Even when some
   countries products are of less quality when compared to similar local brands. This situation
   makes the growth of E-marketing and satisfaction of consumers locally difficult.


3) Low Patronage for Non-essential Products and Services

    The majority of the people in developing countries are poor, and their per capita income is
   below average. This makes it imperatively difficult for them to buy much of luxury 190
   International Journal of Business and Management goods. Rather their purchases and
   expenditure are directed towards satisfying the basic needs for food, clothing, and
   accommodation. Non essential goods and services receive low patronage. Therefore low
   patronage for certain category of goods do not present attractive E-marketing
   opportunities that will ginger investment overture.




4) High cost of production

    E-marketing has suffered dearly in most developing countries because virtually all
   production techniques are imported from the developed world. The cost of acquiring
   equipment and other inputs used for production locally to boost E-marketing is sometimes
   extremely exorbitant for the poor developing countries to buy and finance. To worsen
   matters, the bulk of India’s production is mainly in agricultural products that contribute less
   to GNP or Net National income of their various economies.

   This is because these products are sold at lesser prices in the world market. The income
   generated from them can only buy little from all that is needed to encourage domestic
   production, in order to enhance marketing. Where it is possible to import the equipment,
   the production techniques and skillful manpower requirement is sometimes too expensive
   to bear, hence the high cost of some local products when compared to the same foreign
   brands. This reason strengthens consumer’s preference for imported products and results
   to low demand for locally made goods. This affects the E-marketing potentials of the home
   industries and equally has an adverse effect on macro- E-marketing of developing countries.




                                               34
5) Inadequate Infrastructures



   Majority of people in developing country like ours are poor, such that some of them
   depend on aids from abroad. There are cases of debt accrual and debt burden hugging on
   to be paid. It invariable becomes difficult for some of them to provide the necessary
   infrastructures that would engender and propel smooth E-marketing scenario. The present
   situation where Power Holdings or National Electricity Power Authority (NEPA) is fond of
   giving epileptic and erratic power supply has made it difficult for businesses to function in
   INDIA. Coupled with the poor road network and transport facilities, poor communication,
   distressed banks, malfunctioning ports and trade zones, among others. Apart from the
   deliberate embezzlement by some top government officials, the government is yet to
   provide these infrastructures, and this has made it difficult for E-marketing activities to be
   performed effectively and efficiently.



   Moreover, the inadequacy and poor state of these infrastructures contribute to high cost of
   doing business in developing countries. INDIA is the one of the most starved in terms of
   availability of infrastructural facilities and usage. With such poor level of infrastructural
   facilities the cost of E-marketing is always too high in developing countries, especially in
   INDIA. Foreign investors will also not be attracted to do business or invest in INDIA and thus
   they will be more interested in countries where the state of low cost infrastructure
   generates competitive advantages. The inability or unwillingness of some developing
   countries to provide these necessary infrastructural facilities that will facilitate the
   performance of E-marketing in these economies is in itself a major problem worthy of note.




                                              35
6) Few Competitive Opportunities



   Lucrative competitive businesses are not much in developing countries. What are
   commonly found within Asian continent are peasant farmers, petty traders and negligible
   number of investors that are not engaged in multimillion dollars businesses. In INDIA one
   can find competitive businesses mostly in the service industry, which contribute more than
   half of GDP. But in the manufacturing sector nothing can be said of it, because there is no
   competition. In most developed societies economic policies have long assumed that
   competition among businesses is the most efficient method of producing and E-marketing
   goods and services. Proponents of this philosophy contend that it results in maximum
   productivity and forces inefficient organizations and businesses to terminate their
   operations. It gives the consumer or buyer an opportunity to choose from several
   competing companies rather than buy from a monopolist, and stimulates creativity in
   seeking solutions to E-marketing problems especially in developing countries where such
   problems are more.

    But E-marketing in the true sense is usually at its best where and when there is real
   competition. Unfortunately, competition is at the lower ebb in developing countries, this
   might not be unconnected with the level of poverty and underdevelopment in the
   continent. But developed countries like USA, UK, Japan and emerging economies in Asia are
   competing amongst themselves in the manufacturing and supply of different types of
   products to newly found markets in sub-Saharan Africa. This is because they have the
   technology and financial backing.




                                             36
7) Over- Regulation of Business by Government



    Another major problem that has be-deviled the performance of E-marketing especially in
   INDIA has been the issue of government regulations and interferences in the activities of
   businesses and corporate firms. For instance, the over regulation of the INDIA economy
   especially between 1975-1990, including the enactment of the indigenization decree, which
   excludes foreign interest from certain investment activities as well as the existence of a
   complex bureaucratic requirements for direct and portfolio investment were among the
   major constraints that hindered the development of E-marketing climate and foreign
   investment inflow.

   Locally, state governors reserve special areas where businesses are not supposed to
   operate and if structures, housing corporate firms are erected there, they are bound to be
   demolished. In developing countries, it is usual to find governments promulgating laws to
   regulate the prices of consumables, fuel (as in the case of INDIA), transport fares, exchange
   values of national currencies, accommodation etc. INDIA is one of those countries that have
   passed through one form of regulation or deregulation to another depending on the
   political class that is in power.

   Instead of allowing the market forces of demand and supply to operate and determine how
   much consumers are to pay for the consumption of the goods and services. The haste to
   get their economies developed and quickly catches up with advanced Nations often lead
   developing countries to over- regulate business activities and restrict the activities of free
   enterprise. This makes E-marketing difficult, since decisions cannot be taken from a purely
   economic perspective.




                                              37
8) Political Instability and Civil Unrest

   Rapid economic growth and development of E-marketing techniques cannot be achieved or
   attained in an environment of political and social instability or political hostility. Political
   stability implies an orderly system for a positive change in governance and peaceful co-
   existence amongst the citizenry that, poses a great challenge to marketing. Therefore, E-
   marketing does not thrive where there is political instability and insecurity or civil
   disturbances.




                                               38
   THE PROSPECTS OF E-MARKETING IN INDIA ARE AS WELL FOLLOWS:
   Prospects of E-marketing in Developing Economies like India despite the numerous
   problems confronting E-marketing in developing countries, there exists prospects and
   opportunities for future growth and development of E-marketing as the pivot of
   developing economies. These prospects are explained as follows:



1) Growing Population

    Before multinational companies establish their hold in any country they expect to have
   a ready market for their products and services. No business flourishes where people are
   not living or where it is not habitable by people. Developed countries with their small
   population and saturated domestic markets prefer E-marketing their products and
   services to emerging markets in developing countries. INDIA being one of the most
   populous nations in world is a ready market for both domestic products and foreign
   brands. This is because E-marketing does not operate in a vacuum but requires a large
   population of people with the willingness to do business and patronize businesses.
   Therefore the high and growing population of developing countries is an attractive
   incentive, as they represent large potential markets.



2) Absence of Competition and Large Unexplored Markets

    By virtue of their large populations and underdevelopment, developing countries have
   large markets that are not yet served or are partially served. Thus they are not as
   saturated as those of developed countries. Hence, there is hardly any form of intensive
   competition especially amongst serious manufacturers like RELIANCE, TATA, global
   conglomerates in INDIA. The economies of these nations hold great opportunities for
   innovators, investors and marketers to enjoy booms in their markets with much
   challenge from competitors within and outside.




                                         39
3) Attractive Government Incentives

    Trade policies in most developing countries are becoming quite favorable to both local
   and foreign investors. These incentives include profit tax holidays, reduced or even free
   customs and excise duties, liberalization of immigration and profit repatriation laws for
   foreign investors. There are also improvements in infrastructural facilities that will
   ginger the performance of E-marketing in these economies. Liberalization encourages
   the adoption of policies that promote the greatest possible use of market forces and
   competition to coordinate both E-marketing and economic activities.



4) Growing Affluence

    Quite a large number of the consumers in developing countries are becoming affluent.
   This will enable them to have reasonable discretionary income and purchasing power.
   This means that a growing number of the consumers in many developing countries can
   now afford luxuries and other products they could not purchase in the time past. In
   INDIA the business climate has tremendously after liberalization with the Prime Minister
   Narshima Rao’s agenda, the people have become more empowered and their
   purchasing power will be enhanced for both consumption and investment purposes.



    The government has equally taken the issue of workers/staff remuneration seriously,
   such that salaries now come as at when due and the take home package of most
   developing countries these days is quite commendable when compared to what it was
   few years back. Available data from the INDIA living Standard survey conducted in
   2003/2004 indicated that the incidence of poverty exhibited a downward trend. This of
   course presents brighter prospects for marketing.




                                          40
5) Availability of Cheap Production Inputs

    Most developing countries are endowed with abundant human and material resources
   that are yet untapped. For example, INDIA remains endowed with abundant natural
   resources, good weather conditions and a large population. These will be readily handy
   for companies and businesses to exploit. Despite the high level of poverty and low
   exchange values of the national currencies of developing countries, labor and raw
   materials or inputs are often found to be cheap and it is envisaged that in the nearest
   future it will be cheaper because of better opportunities and more goods will be
   produced for consumption. The absence of serious competition also makes it easy to
   source these production inputs and reach different market segments. This is why most
   multinationals are more marketable and profitable in developing countries than their
   industrialized countries.




                                         41
6) Rapid Economic Development

   The economy of developing nations like India is growing rapidly as a result of the efforts
   being made by their various governments and the developmental agencies of the United
   Nations towards this direction. These results to income re-distribution and increased
   purchasing power and discretionary income are also enhanced. Thus, it is expected that
   the demand for products to satisfy higher order needs will increase and the general
   atmosphere of business in the continent will become more conducive and all these
   mean well for E-marketing in INDIA.




                                           42
OTHER PROSPECTS OF E-MARKETING IN INDIA ARE:


1. One-to-one approach

The targeted user is typically browsing the Internet alone therefore the marketing
messages can reach them personally. This approach is used in search marketing, where
the advertisements are based on search engine keywords entered by the user.

And now with the advent of Web 2.0 tools, many users can interconnect as "peers."




2. Appeal to specific interests

Internet marketing and geo marketing places an emphasis on marketing that appeals to
a specific behavior or interest, rather than reaching out to a broadly-defined
demographic. "On- and Off-line" marketers typically segment their markets according to
age group, gender, geography, and other general factors. Marketers have the luxury of
targeting by activity and geolocation. For example, a kayak company can post
advertisements on kayaking and canoeing websites with the full knowledge that the
audience has a related interest.

Internet marketing differs from magazine advertisements, where the goal is to appeal to
the projected demographic of the periodical, but rather the advertiser has knowledge of
the target audience—people who engage in certain activities (e.g., uploading pictures,
contributing to blogs) — so the company does not rely on the expectation that a certain
group of people will be interested in its new product or service.




                                      43
3. Geo targeting

Geo targeting (in internet marketing) and geo marketing are the methods of
determining the geolocation (the physical location) of a website visitor with geolocation
software, and delivering different content to that visitor based on his or her location,
such as country, region/state, city, metro code/zip code, organization, Internet Protocol
(IP) address, ISP or other criteria.


4. Different content by choice

A typical example for different content by choice in geo targeting is the FedEx website at
FedEx.com where users have the choice to select their country location first and are
then presented with a different site or article content depending on their selection.



5. Automated different content

With automated different content in Internet marketing and geomarketing, the delivery
of different content based on the geographical geolocation and other personal
information is automated.



6. Through social networking dating sites:

The situation analysis for E-marketing bridges the internal audit and competitor
research. It answers the question where are we now in terms of our E-marketing
(internal v/s external perspective)? The analysis literally considers your E-marketing
situation by considering the fit between internal and external factors. There are
similarities with traditional concepts and techniques, but you need to focus upon digital
commerce. Here we consider the 5 S's of E-marketing (Smith and Chaffey 2006), the
Customer Life Cycle (CLC), and the application of SWOT analysis.




The 5 Ss of Internet Marketing.

                                        44
Smith and Chaffey (2006) distil the situation of a business using Internet as part of its
Business under the following 5S's:

.

Sell - Grow sales and attract business using digital technologies.

.

.

Serve - Add value through the benefits of the Internet such as speed.

.

.

.

Speak - Get closer to customers by making your business available to them at home,
work or on the go with mobile technologies.

.

.

.

.

Save - Reduce costs by using information technologies to make your business more
efficient.

.

.

.

.

Sizzle - Extend the online brand (or create a new one) - remember sell the sizzle not the
sausage i.e. the benefits, aesthetics or value of a product or service rather than its
features.

Tools

                                         45
The Customer Life Cycle (CLC)
The Customer Life Cycle (CLC) is a tool that considers the creation and delivery of
lifetime value to customers i.e. CLC looks at products and services that customers need
throughout their lives. It is market oriented rather than product oriented (e.g. PLC). Key
stages of the customer relationship are considered.



SWOT analysis - ranked and weighted


SWOT analysis is a tool for auditing an organization and its environment. It is the first
stage of planning and helps marketers to focus on key issues. SWOT stands for
strengths, weaknesses, opportunities, and threats.

Some of the problems that you may encounter with SWOT are as a result of one of its
key benefits i.e. its flexibility. Since SWOT analysis can be used in a variety of scenarios,
it has to be flexible. To overcome these issues, one should employ a POWER SWOT.

E-marketing is relatively inexpensive when compared to the ratio of cost against the
reach of the target audience. Companies can reach a wide audience for a small fraction
of traditional advertising budgets. The nature of the medium allows consumers to
research and purchase products and services at their own convenience. Therefore,
businesses have the advantage of appealing to consumers in a medium that can bring
results quickly. The strategy and overall effectiveness of marketing campaigns depend
on business goals and cost-volume-profit (CVP) analysis.

Internet marketers also have the advantage of measuring statistics easily and
inexpensively. Nearly all aspects of an E-marketing campaign can be traced, measured,
and tested. The advertisers can use a variety of methods: pay per impression, pay per
click, pay per play, or pay per action. Therefore, marketers can determine which
messages or offerings are more appealing to the audience. The results of campaigns can
be measured and tracked immediately because online marketing initiatives usually
require users to click on an advertisement, visit a website, and perform a targeted
action. Such measurement cannot be achieved through billboard advertising, where an
individual will at best be interested, then decide to obtain more information at a later
time...




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     Conclusion

     Despite the numerous problems facing E-marketing in developing countries, there are
     good prospects for the future; hence E-marketing is the answer to the
     underdevelopment of developing countries. When adopted and practiced, E-marketing
     will help to develop appropriate technologies as developing nations provide for the
     needs of the people and enhance their standard of living, create job opportunities for
     the unemployed, wealth for entrepreneurs, a means towards affording education and
     enjoyment of leisure. Therefore the government and individuals are encouraged to join
     hands and see to the development and appreciation of E-marketing in all the economies
     of developing countries.




BIBLIOGRAPHY


www.google.com

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www.wikipedia.com

www.watblog.com

www.trendwatching.com

Newspapers- The Economic Times, Mint




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