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Summer 2013 Master of Business Administration- MBA Semester 4 MK0017 e-Marketing - 4 Credits (Book ID: B 1330) Assignment (60 marks) Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme. Q1. Write a short notes on: A. Internet Advertising Techniques Answer : Internet Advertising Techniques : Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Delivery methods : 1.Web banner advertising : Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server. 2.Frame ad (traditional banner) : Frame ads were the first form of web banners. The colloquial usage of banner ads often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page. 3. Pop-ups/pop-unders : A pop-up ad is displayed in a new web browser window that opens above a website visitors initial browser window. A pop-under ad opens a new browser window under a website visitors initial browser window. 4.Floating ad : A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested websites content. Floating ads may disappear or become less obtrusive after a preset time period. 5. Expanding ad : An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition, such as a preset amount of time a visitor spends on a webpage, the users click on the ad, or the users mouse movement over the ad. B. Difference between traditional marketing and e-marketing Answer : Differences : 1.Cost

One of the most notable differences between traditional and e-marketing is pricing. Traditionally, print ads in newspapers and magazines, road-side billboards, and radio and television commercial spots all carry price tags that reflect both the quality of the ad and the market the advertisement reaches. 2.Immediacy Print and broadcast marketing techniques require time to go from concept to finished product and delivery. 3.Tracking Cyber marketing is easy to track. Software email marketing programs can tally the number of people who view a message, and with the case of online sales, track the number of ads that lead to purchases. 4.Audience Traditional marketing may be more effective in reaching target demographics that dont utilize the Internet on a regular basis or conduct their commerce through cyber means. 5.Display of goods : e marketing is Offering goods or services you want to marketing via its website no matter the number or variety but it Cannot be done in the traditional marketing if the amount of space does not permit this. 6.Measuring success : E- marketing Evaluate and measure the success of any advertising campaign and to identify the strengths and in traditional marketing it is Difficult to measure . 7. Relationship : e-marketing builds long relationships for future deals while traditional marketing cannot. Q2. Write a short notes on: A. Targeting strategies in e-marketing. Answer : Targeting strategies in e-marketing : The most sophisticated segmentation and targeting schemes are often used by E-retailers, who have detailed customer profiling information and purchase history data and they seek to increase customer lifetime value through encouraging increased use of online services through time. The segmentation and targeting approach used by E-retailers is based on five main elements which in effect are layered on top of each other E-marketers select among the following four targeting strategies: Mass marketing: undifferentiated targeting; when the firm offers one marketing mix for the entire market. Multi-segment marketing; when a firm selects two or more segments and designs marketing mix strategies specifically for each. Most firms use a multi-segment strategy. Niche marketing; when a firm selects one segment and develops one or more marketing mixes to meet the needs of that segment.

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B. Different types of positioning strategies in e-marketing

Answer : 1.Leveraging on Existing Brands' Strategy: It is a common tactic employed by marketers to leverage on the names of the firm's existing and established brands for extending the product line or venturing into another product category. 2.Corporate Brand Positioning Strategy: Here the marketer uses his company name/identity for brand extensions. Product Features and Benefits Positioning Strategy: A consumer buys a product when he/she perceives TH

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Q3. Discuss how to build up e-marketing strategy and its functions in brief. Answer : e- marketing strategy : e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's. The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline functions : 1. Personalization : The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to TH

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Q4. Describe the four main functions involved in creating and managing corporate website. Answer : Main functions involved in creating and managing corporate website : 1.Site definition and planning : This initial stage is where you define your goals and objectives for the web site and begin to collect and analyze the information youll need to justify the budget and resources required. This is also the time to define the scope of the site content, the interactive functionality and technology support required, and the depth and breadth of information resources that you will need to fill out the site and meet your users expectations. 2.Information architecture : At this stage you need to detail the content and organization of the web site. The team should inventory all existing content, describe what new content is required, and define the organizational structure of the site. Once a content architecture has been sketched out, you should build small prototypes of parts of the site to test what it feels like to move around within the design. Site prototypes are useful for two reasons. First, they are the best way to test site navigation and develop the user interface. The prototypes should incorporate enough pages to assess accurately what its like to move from menus to content pages. These prototypes can be used to test the information architecture with users. Second, creating a prototype

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Q5. Define e-marketing and its principles. Answer : e-marketing : Very simply put, e-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. eMarketing is the process of marketing a brand using the Internet. Principles of e-marketing : 1. Research your Keywords : It is essential to research what keywords are the best fit for your product(s) or service(s). Without research, you are simply shooting in the dark and hoping to hit the target. You dont want to waste your time or visitors time by using a keyword that doesnt really describe what you offer. 2. Long-tailed Keywords are your friends : Search and online shopping habits are changing. Instead of searching for broach, general terms like shoes, more and more online users are typing in long, specific phrases like cheap womens shoes. These long phrases during search are called long-tailed keywords. 3. Offer great, fresh content : TH

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Q6. Write a short note on: A. Features of e-marketing Answer : Features of e-marketing : Strategy: Knowledge of your overall goals begets a roadmap to define your ways to achieve them. Content Driven: The saying Content is king is common and an incredibly important cog in the process of online marketing. Content is the most vital aspect of your communication. You have to say things that would make people want to share via social media, email or even word-of-mouth. Search Engine Friendly: Whatever you put up online, needs to be Search Engine friendly. Using keywords in your content and on-site and off-site SEO are important but most definitely need to be implemented within the boundaries of legitimate, acceptable practices. Be adaptable to user behaviour: You should be willing to adapt and alter your online marketing campaign and communication based on trends across the internet. Be adaptable to technology trends: Incorporation of W3 methodologies, making your site HTML5 friendly (and as a result, having a Smartphone and Tablet friendly UI), allowing Social Sharing and (if your site

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