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Internet has expanded at an astonishing rate across the world; most of the world has embraced this new age technology with lot of gusto. Popularity of social networking on internet can be judged by the fact that ‗Twitter‘ and ‗Face book‘ are making news and receiving coverage from print as well as visual media. Internet marketing is an interesting topic especially for researchers in the marketing field. It is a new way of marketing a product/service globally to the targeted market around the world. This paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers need this innovation to be successful. This also relieves marketing managers for more value added tasks such as marketing plans for better development of the company. Online advertising has an advantage over the TV and press ad campaigns. While the good TV ad arouses curiosity, and the effective print press ad offers a little more information, the impact gets dissipated over the days. When people are actually ready to buy, your campaign may be off and a rival‘s campaign may be on, and your potential customers have no way of retrieving your earlier ads. By 2005 companies like Procter & Gamble were spending as much as 23 per cent of their marketing budgets on Internet ads. According to a Morgan Stanley report, consumers showed a 27 per cent greater ability to recall a brand after seeing an Internet ad than earlier – compared with a 26 per cent increase with magazines, 23 per cent with newspapers, and 17 per cent with television. In the past ten years, the Internet population varied a lot ; an estimation of about 50 percent increase of the World Wide Web (WWW) per month and the numbers of websites double every 53 days. A 60 percent of large companies and 30 percent of midsize companies were estimated to make use of the Internet for marketing purposes by the year 2000. In 2003, the first generation of internet users was fresh graduates - fast to get the concepts of online commerce and shopping. Major investments in China were also made by international E-commerce companies at that time; escrow systems were made for better trust in buyers and sellers. The hotel industry now face market challenges and business travelers demand more for the Web in terms of information and booking of hotels. The WWW is an electronic technology which is an effective means for marketing hotels and it also develops customer relationship in the long-run . The Internet allows firms to open a Web site in an electronic mall, have their products available to millions of potential customers and only in a short time period. GE, IBM, Ford, Kraft, and Proctor & Gamble were the first to register ―domain names‖.
With rapid growth of the Internet and globalization of market, the retail sector has become an increasingly competitive and dynamic business environment. Business and marketing activities are affected by the invent of Internet technologies and the Internet is revolutionizing commerce, marketing, retailing, shopping and advertising activities of products and services. There are several attractive attributes of Internet to not only e-customers but also companies on time and money saving, communicate, convenience, easy accessibility, selection from a wide range of alternatives, and the availability of information for making decisions and all marketing activities can be performed via the Internet efficiently. In the era of globalization, companies are using the Internet technologies to reach out to valued customers and to provide a point of contact 24 hours a day, 7 days a week. E-commerce and e-marketing are the two important terms in the new Internet-based business domain. E-commerce can be defined as a way of conducting business by companies and customers performing electronic transactions through the Internet. E-marketing, (also known as Internet Marketing, Web Marketing, and Online Marketing etc.) can be defined as the promotion of products or services through the Internet whereas; e-tailing can be defined as selling products and services by using the Internet. Wang (2002) has provided a broad definition of e-tailing by defining it as the selling of goods and services to the consumer market via the internet. According to Turban et al. (2006), e-tailing is defined as retailing conducted online, over the internet. The number of banks offering the ability to perform banking tasks online has also increased. Online banking is believed to appeal to customers because it is more convenient than visiting bank branches. Internet auctions have gained popularity. Unique items that could only previously be found at flea markets are being sold on eBay. As the premier online reselling platform, eBay is often used as a price-basis for specialized items. E-commerce offers increased market activity for retailers in the form of growing market access and information and decreased operating and procurement costs. The consumers can gain better prices due to the competition and also can enrich their knowledge on goods and services. According to a survey conducted by Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB), the e-commerce market in India has garnered Rs. 9210 crore in 2007-08, whereas e-tailing market was only about Rs. 1150 crore). In general, e-tailing industry, from a business perspective offers an opportunity to cater to consumers across geographies, no operational timings, unlimited shelf space – and all this with miniscule quantity of infrastructure. For a country like India, the growth in the e-tailing market is driven by the need to save time by urban India.
India & E-Marketing
Today all the companies and corporate in India have products or services to sell and they are advertising them via T.V, newspapers, brochures, magazines, radio etc. But its time to take the promotions online.
Online advertising is an effective way of advertising that uses the power of Internet and World Wide Web in order to deliver marketing messages and attract customers. Online marketing business is galloping at a higher rate in India. Keeping pace with the international market, Indian search engines are undergoing a phenomenal growth. According to a study by Internet and Mobile Association of India (IAMAI) in association with Pin storm ,India alone produces more than half-a-million searches a month. The study puts light to the evolution and growth of search engine marketing in India. The study found that over 40,000 marketers are using this platform to capture the market share. That‘s not all; the number is growing at a higher pace as people research choices, product details and prices for every sort of buying decision - from travel to banking to insurance to education to even a film career. 22 of the top 50 and 37 of the top 100 search advertisers by keyword volume are firms with Indian operations. The number of net surfers in India is increasing at a rapid rate and studies have shown that people are spending more and more time on the web. Buying products online is convenient, hassle-free and easy. Online market places allow buyers to see the best deals available without moving from their desks and choose the products they want which they could not find at the local supermarket. For a company putting an advertisement online gives a benefit of being present right next to your competition when people are looking for products or services. The dawn of the internet era opened up amazing new possibilities. Impossible is not a word anymore! India has also joined the bandwagon and the numbers themselves do all the talking. The latest statistics (from internet world stats) reveal that 400 million people access internet regularly in India and that is jump of 700% in last six years. And, here comes the best part; the internet users as of now comprise of only 3.6% of the population. Now you can imagine the scope of internet marketing in India.
The Internet is an open worldwide communication network, linking countless number of computer networks throughout the world, through an intensive network of telephone lines. The increased availability of Internet is influencing the growth of Internet users around the world. The popularity of e-marketing has been increased tremendously in last 15 years. Companies are investing heavily in promotion of their products & services via internet based marketing. But its growth rate is relatively slower as compared to other emerging technologies. The prominent reason of slower growth than expected may be due a large proportion of population in India as well as other developing & under developed countries that people are still not aware of computers & internet technology also security concern regarding personal information on websites. Companies need to create buying behavior of the consumers. Studying buying behavior, motives and intention along with the attitude of the online buyers is within the theoretical constructs of the Theory of Reasoned Action. The Theory of Reasoned Action (Fishbein, 1980) examines the relationship between attitudes and future intention to participate in these buying behaviors. The behaviors include: when they click on banner ads (with which site and age group), response to e-mail advertisements, way in which product information is searched using search engines and within the site, use of comparison engines,
attention and time to customer review and reaction toward them, product basket, online support services, use of e-mail service, feedback form, checkout. According to Cheung et al (Online Consumer Behavior: A Review and Agenda for Future Research, 2003), a base model called Model of Intention, Adoption, and Continuance (MIAC) for the development of an online consumer behavior framework. This model predicts that behavior is governed by intention. Satisfied consumers are most likely to continue hence adoption and continuance are connected to each other through several mediating and moderating factors such as trust and satisfaction. There are Individual/Consumer characteristics, Environmental Influences, Product/Service Characteristics, Medium Characteristics, and Online Merchants and participation in the Emarketing transaction.
OBJECTIVES & HYPOTHESIS OF RESEARCH:
Our research to study consumer behavior on e-marketing is based on certain objectives: • To study awareness of e-marketing among the people in Jaipur city. • To study the acceptance of e-marketing among consumers. • To study the impact of e-marketing on purchase decision of consumers. • To study the impact of frequency of web adds on purchase decisions of consumers.
ATTRIBUTES OF E-RETAILING
One-to-one approach The targeted user is typically browsing the Internet alone, so 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. Appeal to specific interests E- Marketing places an emphasis on marketing those 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 geo location. Internet marketing differs from magazine advertisements, where the goal is to appeal to the projected demographic of the periodical.Because the advertiser has knowledge of the target audience—people who engage in certain activities (e.g., uploading pictures, contributing to blogs) — the company does not rely on the expectation that a certain group of people will be interested in its new product or service.
Geo targeting Geo targeting (in internet marketing) and geo marketing are the methods of determining the geo location (the physical location) of a website visitor with geo location 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
Advantages of e-Marketing
Following are some of the advantages of e-Marketing: Reduction in costs through automation and use of electronic media: Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Good planning and excellence in the execution of an effectively targeted e-marketing campaign can reach your desired audience much better than large scale traditional marketing channels. Faster response to both marketers and the end user: Internet marketing is able to, in ways never before imagined, provide an immediate impact. Imagine the consumer is reading his/her favorite magazine. He/She see a double-page advert for some new product or service, maybe BMW‘s latest luxury sedan or Apple‘s latest iPod offering. With this kind of traditional media, it‘s not that easy, for the consumer, to take the step from hearing about a product to actual acquisition. With eMarketing, it‘s easy to make that step as simple as possible, meaning that within a few short clicks the consumer could have booked a test drive or ordered the iPod. And all of this can happen regardless of normal office hours. Effectively, Internet marketing makes business hours 24 hours per day, 7 days per week for every week of the year. By closing the gap between providing information and eliciting a consumer reaction, the consumer‘s buying cycle is speeded up and advertising spend can go much further in creating immediate leads. Increased ability to measure and collect data: The nature of the medium allows consumers to research and purchase products and services at their own convenience. Opens the possibility to a market of one through personalization Increased interactivity: Whereas traditional marketing is largely about getting a brand‘s message out there, E- marketing facilitates conversations between companies and consumers. Global audience: Companies can reach a wide audience for a small fraction of traditional advertising budgets. While traditional media costs limit this kind of reach to huge multinationals, eMarketing opens up new avenues for smaller businesses, on a much smaller budget, to access potential consumers from all over the world. Convenience: Businesses have the advantage of appealing to consumers in a medium that can bring results quickly. Effectiveness measurement: Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced,measured, and tested. 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. Accountability: Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media— through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers. Scope: Internet marketing allows the marketer to reach consumers in a wide range of ways and enables them to offer a wide range of products and services. EMarketing includes, among other things, information management, public relations, customer service and sales. With the range of new technologies becoming available all the time, this scope can only grow.
E-marketing is rapidly changing the way people do business all over the world. In the businessto-consumer segment, sales through the web have been increasing dramatically over the last few years. Customers, not only those from well-developed countries but also those from developing countries, are getting used to the new shopping channel. Understanding the factors that affect intention, adoption and repurchase are important for researchers and practitioners alike. Emarketing is gaining popularity among people specially the younger generation but in today scenario to become equally popular among all age groups e-marketing will have to cover a longer distance. People have hesitations in using e-services due to security concerns, lack of physical approach towards product offered, delays in product delivery along with price & quality concerns. More-over people are more resistant to change & not easily adaptable to newer technology. 68% of respondent found shopping from shop easier, convenient & preferable over online purchasing. Above finding clearly supports our conclusion that people are tradition bound & have doubt in mindset as far as issue of online shopping/purchase of product is concerned. People have dubious attitude towards e-marketing of product & services mainly due to security concern related to privacy of personal information. Personal information privacy should be given preference by the companies involved in online marketing of product & services. The other major concern among people includes authenticity of product & services offered online. Companies involved in online trading should focus on building their brand awareness among people so that trust-worthy relationship can be developed between producers & consumers. Ontime delivery of products purchased through online shopping will prove to be quite beneficial in a long run. Significant price-cuts should be offered to customers as there are relatively no/lesser intermediaries involved as far as e-marketing is concerned. Currency fluctuation should be dealt with great care & steps should be taken both by government & companies so as to reduce currency fluctuation to its minimal. Promotional schemes should be launched to promote e-marketing business. Advertising of webproducts & services is one of the major issues where companies fail to attract potential consumers attention. Companies should focus on offering informative advertisements which would contain product information along with additional products & services offering which best suits needs of people. Such advertisements frequency should be high so as to position the products & brands in consumer mindset. In a nut shell we can conclude that emarketing has a
potential to grow, only proper boosting needs to be done both at producer and consumer level apart from government efforts.
Purpose of study was have a thorough analysis regarding different attributes of e-marketing with age, gender & income of the respondents. Our analysis on the respondents of Jaipur city showed various results. It was found that there is no significant difference between internet surfing & gender of the respondents .While age group of 18-30 years surf internet most. Main possible reason behind this may be that younger people are more technology oriented & also they may be working in organizations where they need to work upon computer and internet. A strong relation exists between monthly income, occupation and purchase decision of the respondents. People with higher income group usually have little time to go and purchase products/services from tradition shops because of their busy schedule. Hence in order to save time they trade online. Most of the respondents (irrespective of gender) are hesitant to trade online because of security reasons .There have been cases in the past where personal information regarding passwords & identification theft has occurred. Those incidences have feared consumers. Besides this lack of physical approach ,time required to deliver products & authenticity of the product merchandised are other factors. Consumers do not have faith in most of the online trading sites. Also usage of newer technology has made online trading more complicated & people resist changing, that is why consumers prefer traditional shopping as compared to online trading. Most of the respondents irrespective of gender of different age group (especially age group of 18-30 years) find e-shopping more convenient & time saving. A wide range of products/services with variety are available to choose from and also in general traditional shopping in India has never been pleasant for Indian consumers. There has been a mixed reaction in response to quality & authenticity of the products offered. Most of the respondents irrespective of gender of different age group prefer credit cards as the most suitable option of payment followed by debit cards. This is probably due to the fact that with credit cards we can purchase products/services on credit and also now a days they can be easily obtained from different banks. It was also found in our analysis that there is a strong relationship exist between modeof payments and income of the respondents. It implies that electronic payment (credit cards, debit cards) has also gained popularity in middle income group.
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