E-Marketing

Sikkim Manipal University

Manipal
INSPIRED BY LIFE

Subject Code: MK0017

Revised Edition: Spring 2010

Directorate of Distance Education

Book ID: B 1810

Sikkim Manipal University

Directorate of Distance Education
Department of Management Studies
Board of Studies
Chairman
HOD, Department of Management Studies
SMU DDE

Mr Pankaj Khanna
Director
HR, Fidelity Mutual Fund

Dean
SMU DDE

Mr Shankar Jagannathan
Former Group Treasurer
W ipro Technologies Limited

Additional Registrar
SMU DDE

M r Abraham M athew
Chief Financial Officer
Infosys BPO

Deputy Registrar
Student Evaluation Examinations Branch
SMU DDE

Ms Sadhna Dash
Senior HR Consultant
Bangalore

Dr T.V. Narasimha Rao

Adjunct Faculty and Advisor
SMU DDE
Prof. K.V. Varambally
Director
Manipal Institute of Management, Manipal

Revised Edition: Spring 2010

Print:
Printed at Manipal Technologies Ltd
Published on behalf of Sikkim Manipal University, Gangtok, Sikkim by
Vikas Publishing House Pvt Ltd
Author:
Dr Jaspreet Kaur
Copyright Reserved, 2013
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Authors Profile
Dr Jaspreet Kaur holds a PhD in Management and earned her post-graduate diploma in
Management from Amity Business School, Noida. Her subject was marketing and
information technology. Kaur was an Assistant Professor at Amity Business School. At
present she is a faculty at New Era Institute of Professional Studies, New Delhi, and
teaches marketing, human resource and economics to MBA and BBA students. She is
also a corporate trainer in Business Communication and writes management articles in
the Business and Management Chronicles. She has vast experience in marketing and
event management.
Reviewers Profile
Soumyadip Pal has earned his Management degree from Welingkar Institute of
Management, Bangalore. He is an alumnus of Jadavpur University, Kolkata. Pal is a
retail analyst and business development consultant for some of the top corporate houses.
He is a visiting faculty at WE School, Bangalore, for Retail Management and Quantitative
Methods in Marketing. He has held similar positions at various management schools in
Karnataka. Also, he is a first-generation entrepreneur in retail analytics and business
consulting.
Peer Reviewers Profile
Sorav Jain holds a Masters degree in International Marketing Management from Leeds
University Business School (UK). He was awarded with the Best Market Research
Presentation Award, Leadership Award and the Class Champion Award 2008 from Leeds.
He is an alumnus of Loyola College, Chennai. After creating and designing the Social
Media Marketing campaign for top corporate firms, Jain started his own venture echoVME
to deliver superior Social Media Marketing expertise. He also teaches Social Media
Marketing and personal branding subjects at Madras Advertising Club.
In House Content Review Team
Dr G.P. Sudhakar
HOD, Department of Management Studies
SMU DDE

Ms Hema Janarthanan
Assistant Professor
Department of Management Studies
SMU DDE

Contents
Unit 1
E-Marketing An Overview

120

Unit 2
Components of E-Marketing

2140

Unit 3
E-Customers

4159

Unit 4
Types of E-Markets

6177

Unit 5
E-Marketing Tools

7996

Unit 6
E-Marketing Plan

97115

Unit 7
E-Marketing Mix Strategy

117131

Unit 8
Applications of E-Marketing

133147

Unit 9
Strategic Advantages of E-Marketing

149166

Unit 10
Methods and Techniques of E-Marketing - I

167181

E-Marketing

Contents

Unit 11
Methods and Techniques of E-Marketing - II

183197

Unit 12
E-Metrics

199213

Unit 13
E-Customer Relationship Management

215238

Unit 14
Legal and Ethical Issues in E-Marketing

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239256

Page No. (vi)

MK 0017
E-Marketing
Course Description
Since ancient times, people have been exchanging articles as per their needs.
In the early period, such exchanges were through barter, that is, direct exchange
of articles. With the emergence of money, exchange was institutionalized in
markets. Besides the role of money, market had another characteristic feature.
In a market there are several buyers and several sellers. In all traditional markets,
the buyers and sellers meet face to face, unlike today.
Today, not only has the market expanded, its format too has. Efficiency in
technology has opened up different forums of marketing where the Internet holds
the key. E-marketing is the most prevalent and chosen format which
communicates the story of teller, in this case the seller, to the consumers and
conveniently conveys the marketing messages. E-marketing, thus, is the point
where modern communication technology meets traditional marketing principles.
E-marketing, internet marketing and online marketing are, in fact, interchangeable
terms which essentially mean application of marketing principles to promote
products, launch campaigns, issue invitations and newsletters, respond to
queries, etc. through e-mails.
This cost-effective method is capable of achieving instant results. It has
immensely improved the performance and efficiency of businesses by creating
new markets, expanding the existing ones, facilitating distribution and creating
favourable business circumstances. It has enhanced the benefits of competition
and strategies for the company.
E-mail has been actively integrated into the daily lives of the regular consumer.
Approximately 1.4 billion e-mail accounts were active as of 2009 with that number
predicted to rise to 1.9 billion by 2014. Marketing through e-mail affords
businesses, brands and organizations the unique opportunity to take advantage
of the already established communication channels in a convenient, nonintrusive, uncomplicated manner.
E-marketing campaign statistics are also easily tracked with read and clickthrough rates available. Click-through from e-mail to website can then be
monitored to further measure the actions of e-mail recipients.
This applied science has received backing from the governments as well as
industrial, financial and commercial sectors.

E-Marketing

Course Description

Customization in e-business is one of the needs of the dynamic business

today, and e-business offers a much better chance of customization than the
traditional business. But increasingly, mobile devices such as smartphones and
tablets are overtaking computers as the primary method of accessing
information and interaction on the internet. What we are also witnessing is a
marriage of social media marketing and mobile marketing. The platform allows
you to connect with people in a manner that is less formal and friendly. The
popularity of social media platforms such as Facebook, YouTube and Twitter
are providing businesses with a way to reach potential customers; when they
are ready to act is key. Looking at the positives of selling products and services
directly, many businesses are opting for social media and mobile marketing.

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Page No. (viii)

Course Objectives
The course E-Marketing, for MBA 4th Semester students, helps understand
the latest trends in marketing, the benefits for sellers and buyers.
After studying this subject, you should be able to:
discuss the operation chain in e-marketing and its infrastructure
explain the role of intermediaries in e-marketing
interpret customer response and expectation
describe the online buying process
assess the fears and insecurities of online customers
analyse the steps in creating Websites
describe the advertising medium in e-marketing
discuss the channels for sales and distribution
define advertising techniques
recognize the effective selling methods
interpret different online sponsorship techniques
explain the need for e-business legal protection
highlight the importance of privacy in e-business
describe the legal aspects of digital property
The Self Learning Material (SLM) for this subject is divided into 14 units. A
brief description of all the 14 units is given below:
Unit 1: E-Marketing An Overview
This unit discusses the growth of e-marketing, its features, and problems. It
also gives a comparative view of different formats of marketing through the
internet.
Unit 2: Components of E-Marketing
Here we discuss the various components of the e-marketing network, the
infrastructure of a typical e-marketing system with reference to the role of
intermediaries, business partners and support services.
Unit 3: E-Customers
Who are e-customers? This unit identifies them, the challenges associated with
them, their response and motivation, their fears and how they can be addressed.
We also take a close look at the online buying process.
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E-Marketing

Course Objectives

Unit 4: Types of E-Markets

This unit analyses the new markets available to invisible customers.
Unit 5: E-Marketing Tools
Here we focus on tools employed to carry out business online. Tools such as
search engine optimization ensure that the web pages are accessible to search
engines and, therefore, could be focused in ways which could help improve the
chances of the pages being found.
Unit 6: E-Marketing Plan
The various steps involved in an e-marketing plan are discussed in this unit.
Unit 7: E-Marketing Mix Strategy
In this unit, we explain marketing mix, which involves product, price, promotion
and place and also people, process and physical evidence.
Unit 8: Applications of E-Marketing
Some of the applications of e-marketing, including the advertising medium, direct
response medium, channel for sales transactions, lead generation platform,
distribution channel, customer service mechanism and relationship-building
medium, are discussed in this unit.
Unit 9: Strategic Advantages of E-Marketing
How e-marketing is used to establish links between sellers and buyers and with
vendors and channel partners is explained in this unit.
Unit 10: Methods and Techniques of E-Marketing - I
In this unit, we analyse the different channels of advertising, selling products,
promoting sales, and establishing customer relationships.
Unit 11: Methods and Techniques of E-Marketing - II
We discuss the different methods for online sponsorship, merchandising, holding
seminars and word-of-mouth online marketing in this unit.
Unit 12: E-Metrics
This unit identifies the need for businesses to define specific metrics or
parameters, called e-metrics, to measure the performance of a Website and
also devise ways of monitoring e-marketing activities.
Unit 13: E-Customer Relationship Management
The elements of e-CRM and its prerequisites for implementation are explained
in this unit. We also discuss the transition from the traditional CRM to e-CRM.

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E-Marketing

Course Objectives

Unit 14: Legal and Ethical Issues in E-Marketing

In this last unit, we take a close look at the legal and ethical issues in e-marketing,
the need for legal protection in e-business, privacy, digital property and other
emerging issues.

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Page No. (xi)