Name: S.M.

Neamul Hasan
ID: 19249112015
Batch: 49th
Program: MBA (Executive)
Course Title: E-marketing
Course No.: MBA-
Course Teacher: Anni Khanam
1.What is E-Marketing?

Web marketing, digital marketing, internet marketing or online marketing; all of these words are
synonymously used for E-Marketing. What it means is the marketing of products or services by using the
internet. E-mails and wireless marketing also fall into the category of e-marketing.
E-marketing is a process of planning and executing the conception, distribution, promotion, and pricing of
products and services in a computerized, networked environment, such as the Internet and the World
Wide Web, to facilitate exchanges and satisfy customer demands. It has two distinct advantages over
traditional marketing. E-marketing provides customers with more convenience and more competitive
prices, and it enables businesses to reduce operational costs.
We can say that it uses different technologies and media to connect customers and businesses. Especially
in this era of technology, e-marketing has become a very important part of the marketing strategy of
different companies.

2.What are the features of E-Marketing?

Features of E-Marketing
Big or small, many businesses are using e-marketing because of various features and multiple advantages.
Some of the important features are as follows;
E-marketing is Cheaper than Traditional Marketing
If you compare its cost with traditional marketing media such as newspaper ads and billboards, then it ’s
much cheaper and efficient. You can reach a wide range of audience with very limited resources.
Tangible ROI
Small business owners can now check the turnover rate or ‘‘action taken ’’ with the help of Infusionsoft. It
analyzes multiple things like views of videos, number of emails opened, and per click on the link. Most
importantly, it tells us how much sales the business has been made as a result of e-marketing.
24/7/365 Approach
It works 24 hours a day, 7 days a week and 365 days of the year. It doesn ’t matter whether you ’re
homesick, sleeping, or attending a casual meetings; but e-marketing is always hard at work.
Eliminate Follow-up Failure
Elimination of follow-up-failure is the main secrete behind the success of small business. It is done by
entering your business figures into the Infusionsoft, and then its automated marketing system will provide
you the custom-tailored information about your business, which areas to improve and what product to
discontinue.  

3.What are the scopes of E-Marketing?

E-marketing has global applicability. It covers almost all types of business namely, agricultural,
industrial, medical tourism, governance, Education and so on.
There are some common applications of e-marketing as Document automation, payment systems, content
management, group buying, Online banking, shopping and order tracking, Teleconferencing, Electronic
tickets which have become common with large and small businesses alike. Scopes are like
 Internet Marketing
 Digital Marketing
 Search Engine Marketing
 E-mail Marketing
 Viral Marketing
 Tele-Shopping
 E-Branding
 E-Advertising
4.Write the objective of E-Marketing?

Some common E-marketing objectives that may fit company’s goals:

Objective #1:  Increase revenue
The primary goal of any marketing strategy is ultimately to increase revenue, and Internet marketing is no
exception. Thankfully, the Internet provides plenty of opportunities for every business to improve their
bottom line.
Objective #2:  Build a brand
Internet marketing objectives often include building a brand. This means not only establishing your logo
and company name in the minds of consumers, but also what your company stands for.
Well-known brands are typically trusted more by customers, especially when paired with positive
associations. The Internet is a great tool for building that trust, because it has a wide reach and allows you
to directly connect with individuals.
Objective #3:  Improve local SEO
Many small businesses, as well as companies focused on increasing sales in specific geographic region,
focus much of their marketing efforts on improving their local SEO. This means optimizing various
elements on their sites in order to attract local customers who are looking for the services they provide.
If a user is already looking for businesses where you are, chances are high that they ’ll be willing to come
to your physical location.
Objective #4:  Increase qualified traffic
Every business owner wants to see numbers rise in terms of visitors to their site and landing pages.
However, those numbers are meaningless if they aren ’t the right kinds of traffic.
Not every visitor to your site is going to make a purchase. That ’s just the way of the Internet, and should
be accepted. However, if none of your site visitors make purchases (or contact you), you are likely
attracting “unqualified” traffic, or visitors who have no intent of becoming a customer.
By targeting your marketing to specific personas and aiming to attract specific, qualified people, you can
increase the ROI of your marketing efforts—as well as your bottom line.
Objective #5:  Manage online reputation
In an age when anyone with a computer or smartphone can post their opinions about companies, products,
and services for the whole world to see, it ’s important for businesses to maintain a solid online reputation.
This means monitoring your company’s name, maintaining social profiles, and responding to bad reviews
accordingly.
Objective #6: Become an influencer in your field
Every industry has a few well-known individuals or companies that others look to as thought leaders.
They stay at the forefront of new technologies and ideas, and are often the first to share new information.
Unfortunately, every industry only has a particular amount of room at the top. The people who become
experts and influencers are those who strategically position themselves to give out great advice and
information, often without much obvious monetary gain.

5.What are tools used for internet marketing?

We’re in a whole new era. Gone are the days when you could afford to ignore the internet. If you want to
achieve success, regardless of your industry, it ’s imperative to have a sound online marketing plan in
place from day one – a strategy that leverages the power of social media, uses search engine optimization
to drive traffic, and makes good use of the media marketing advancements that are out there.
however, I’m going to outline 10 online marketing tools that you need when starting a business. You may
be familiar with a marketing tool or two in here; others might be new to you. But from simplifying your
social media marketing efforts to project management, each of these tools will help you get that
competitive edge you’re after.
1. MailChimp
Get this: email marketing technology is used by more than 80% of B2B and B2C companies.
This isn’t something you should wait on. Instead, you should implement an email marketing strategy on
day one.
With more than 12 million customers, MailChimp has claimed its spot as one of the top email marketing
providers in the world. While there are alternatives, this tool remains one of the best, for many reasons:
 History dating back to 2001, well before most companies began using email marketing.
 Self-service support options, ensuring that you can quickly find answers to all of your questions.
 Free plan for those with less than 2,000 subscribers and those who don ’t send more than 12,000
emails per month.
When starting a business, it’s not likely that you will have more than 2,000 subscribers. For this reason,
you can get started with MailChimp early on, using the tool for free as you get your feet wet with email
marketing.
2. HubSpot
When it comes to marketing, sales and CRM software, HubSpot has become one of the top players.
For the sake of this post, let’s focus on its marketing software solutions. The company has this to say
about its all-in-one marketing software:
From attracting visitors to closing customers, HubSpot brings your entire marketing funnel together.
You know just how important it is for your marketing funnel to be in good working order. With this
software, you have access to tools that help with:
 Blogging
 SEO
 Social Media
 Website
 Lead Management
 Landing Pages
 Calls-to-Action
 Marketing Automation
 Email
 Analytics
There is no stone left unturned, when you rely on HubSpot ’s all-in-one marketing software.  That’s why
it’s a top choice for those who are starting a business.
With everything you need in one place, you don’t have to pull yourself in many different directions. This
will help you to achieve greater success in the early days, as you ’re sure to have many other tasks on your
plate.
3. Trello
For those new to content marketing, Trello might sound like another social network that ’s popped up
overnight.
It’s not. In fact, it’s a great organization tool that can help you and your online marketing team
considerably.
Trello is a tool that helps you to manage projects and stay on the same page as your team -a sound digital
marketing practice if you want to save time and frustration.
For example, you can share blog posts on Trello before you publish them. This gives others on your team
the opportunity to review the post, weigh in with their thoughts and make changes that could strengthen
the piece before it goes live.
4. Hootsuite
Nobody can argue with the fact that social media plays a big part in the success of any company,
regardless of size, age or industry; that social media marketing is a must to thrive in this digital era.
A tool such as Hootsuite allows you to schedule social media posts in advance, thus saving you loads of
time.
There are many features of Hootsuite that work in your favor as you launch your business, such as those
that assist with engagement. For example, you can:
 Identify influencers for your marketing team and leads for your sales team.
 Reply to comments and mentions through the dashboard. There ’s no reason to visit each
individual platform.
 Take advantage of pre-written responses.
Social media marketing is not as difficult as it sounds, especially when you rely on tools like Hootsuite.
With this particular tool, you can schedule and manage social media profiles for more than 30 platforms.
Imagine doing this by hand, without a central dashboard to guide you. It would be enough to frustrate
even the most experienced entrepreneur, let alone a new business owner. Let Hootsuite operate like the
social media marketing manager it is.
5. Google Analytics
As one of the top free tools from Google, Analytics should be part of your digital marketing strategy from
the very start.
It only takes a couple of minutes to add the Analytics code to your website, giving you the ability to track
every action by every visitor.
This is considered by many to be nothing more than a traffic tool, but it can actually have a big impact on
your marketing strategy, if you know what you’re doing.
6. KISSmetrics
The tagline of this tool says it all:
Track, analyze and optimize your digital marketing performance. See what ’s working and what ’s not,
across all campaigns, mobile and web.
It’s good that you want to spend so much time on online marketing in the early days of your business. But,
do you really want to make decisions that aren’t having an impact?
You need to track and analyze every move that you make, as this is the only way to focus on the tactics
that are providing the best return on investment (ROI).
With KISSmetrics, you can easily see what’s working and what ’s not, across all of your campaigns.
Starting at $120/month, KISSmetrics isn’t the cheapest tool on this list. Even so, it ’s one that you ’ll want
to think about, as your business gets up and running.
With a variety of products at your fingertips, the insights you receive will be invaluable to your
company’s growth.
7. Followerwonk
Do you plan on spending a lot of time on social media marketing?
While this is a great way to engage your audience and send traffic to your website, it ’ll only work in your
favor if you have a solid plan in place.
Tools, such as Followerwonk, are designed to help you improve your social media marketing strategy,
such as by digging into your Twitter analytics data.
I included this tool on the list for two reasons: it ’s easy to use and it ’s extremely effective.
Followerwonk breaks down its service into three distinct categories:
 Find – use the tool to search Twitter bios and compare accounts.
 Analyze – breakdown your follower list by bio, location, who they follow and many other
criteria.
 Optimize – match your strategy to follower gains and losses, to understand what type of content
performs best.
The only downside of Followerwonk is that it can’t be used with other social media platforms, such as
Facebook, Instagram and LinkedIn. However, if you have big plans for Twitter, this is a tool that you
should use often.
Even though you may not use it on a daily basis, it can come in handy from time to time. After all, it ’s
imperative that you understand your audience.

8. All in One SEO Pack

If WordPress is your content management system (CMS) of choice, you shouldn ’t hesitate to install the
All in One SEO Pack plugin.
Some of the top features of the plugin include:
 XML Sitemap support.
 Advanced Canonical URLs.
 Automatic generation of META tags.
 Compatible with most other plugins.
 Automatically notifies major search engines, including Google and Bing, of any site changes.
Even though all of these features are exciting, it’s something else that has made it one of the most popular
WordPress plugins of all time: its ease of use.
You don’t have to make many decisions in order to get started. And, if you ’re ever confused as to what
you should be doing, there is help to be had. All you have to do is click the “? ” symbol and you ’re
provided with more information and advice.
The All in One SEO Pack plugin has more than one million active installs. You won ’t have to look far to
find competitors, but there’s a reason why so many people use this tool. Not only is it free and simple, but
it’s results can’t be denied. It will definitely help your website, from an SEO perspective, which is
something all new businesses are interested in.
9. BuzzSumo
A tool that I have discussed many times in the past, BuzzSumo is a big deal for people who need to learn
more about their market.
When you start a business, it’s safe to say that you know a thing or two about your industry and primary
competitors. But, once you dig around even more, you’ll find that there is additional data that you can use
to your advantage.
If you want to better understand your competition or if you want to learn what type of content performs
best with search engines and your audience, you don’t need any other tool by your side.
This information can come in handy at many times, such as when you are creating content for your blog.
Why guess as to what is performing best in your niche? You can use BuzzSumo to answer this question
with 100% accuracy.
10. Crazy Egg
Do you ever find yourself asking this question: what’s working and what ’s not about my website?
This is where Crazy Egg can step in and provide assistance.
There are two keys here:
 You can use Crazy Egg to make website changes that generate better results.
 You don’t need much, if any, IT help to get started.
When you’re new to your business, you don’t want to spend countless hours dealing with IT issues.
Unfortunately, this often happens when it comes to split testing. Unless you use Crazy Egg, of course.
The tool is packed with features, such as:
 Heatmaps and mouse recording
 Analysis and reporting
 Platforms and integrations
 Targeting and personalization
 Research and user feedback
6.What are roles of e-marketing?
Due to the major role of Internet marketing in modern marketing, organizations cannot afford to ignore
marketing online. Because the vast majority of people spend a significant amount of time online, whether
they are at work or home on a desktop computer, at school on a laptop, or waiting at the airport on a
smartphone or digital device, marketing through the Internet provides organizations a more effective way
to promote themselves.
Internet marketing also helps organizations in achieving better global branding and in building greater
awareness of the products or services that they offer. Through marketing online, organizations can more
strategically reach their target audience; and if Internet marketing is done right, campaigns can easily be
tracked, measured, and tested to ensure proper results are being received.
Having the right Internet marketing strategies is an important part in helping organizations successfully
market and advertise their products and services to consumers, connect with customers, and make sales.
Top 3 Reasons Internet Marketing is Important in Modern Marketing
It increases the visibility of an organization.
In days past, most businesses were limited to one brick and mortar location that was only visible to those
who lived in the vicinity of that location. Every now and then, out of towners might come to the location
after hearing about it through word of mouth. Today, however, an organization can be visible to millions
of people at once through multiple digital locations. Establishing a solid presence on the Internet through
a website, a blog, paid advertising, social media platforms, etc., allows organizations to expand their
visibility in ways that were previously thought impossible.
It allows for two-way communication with customers.  
The Internet has enabled the rise of the smart consumer. Organizations are no longer the only ones
dictating how their brands, products, and services are seen; consumers are too. Through social media
channels, rating and review boards, and forums, consumers are able to connect with other consumers,
give their approval or disapproval of a product or service, and influence the buying decisions of potential
customers. Consumers are also able to connect directly with organizations and vice versa. By keeping in
touch with customers through follow-up emails, personalized offers, and thank you letters, organizations
can build relationships and establish a sense of community around their brand.
It enables more detailed market research.  
Doing research about the preferences, habits, and demographics of consumers is an important  part of
marketing. It’s hard to target the right audience if the right information is not first gathered and
documented. Additionally, it’s hard to create and offer the right products or services, if an organization
doesn’t know who their customers are, what they want, how much they are willing to pay for it, and who
their competitors are in the industry. The Internet has a wealth of resource portals and tools that allow
marketers to more accurately gather data on consumers and track their activity and preferences.

7.What are importance of e-marketing?

What’s there to gain by implementing a well-rounded online marketing strategy?

1. More Customers
The chances of a consumer learning that your business exists and becoming a customer, without some
kind of online medium—whether that’s a website, review site, social media platform, or search
engine—are slim to none. In other words, online platforms are now inextricable from the customer
journey, no matter the business.
2. Better Visibility
Online marketing tactics like search engine optimization (SEO) enable your business to be more easily
found on the channels your customers are using most. People are more likely to investigate the options
that appear first in search results. So as you gain visibility online, it’s more likely that they will check out,
interact with, and purchase from you.
3. Improved Local Presence
When consumers perform a Google search for a product or service, Google uses their IP address to detect
their location so it can provide local results. Proper online marketing tactics will signal to Google where
you are and Google can then expose your business to more people in your area —the people most able and
most likely to become customers.

4. Increased Authority
Online marketing is important not just because it helps you to get found online, but also because it
can change the way your business is perceived by potential customers. For example, ranking high in
search engine results pages, along with respected industry authorities, instantly boosts your business ’
credibility.
5. Higher Quality Website Traffic
Various marketing practices including local SEO, social media marketing, and paid advertising involve
what’s called targeting. Targeting refers to narrowing the focus of your efforts to attract only the people
who’ll be most interested in what your company does or offers.
6. In-Person Visitors
The same goes for in-store visits. When you zero in on those most likely to become your customers and
speak directly to them, you’ll also notice an increase in visits to your physical location and, ultimately,
sales.
7. Long-Lasting Relationships
Marketing boosts sales, which keeps your small business afloat. However, online marketing also does
something more, which has a greater long-term impact. It enables you to build relationships.
Building relationships with customers earns you repeat business. Your customers will be loyal to your
brand. As a result, they will be happy to refer your business to others, which, as you probably guessed,
leads to more sales and loyal customers. It’s a never-ending cycle of goodness, which many businesses are
now seeing for themselves!

8.What are the advantages of e-marketing?

Some of the important advantages of e-marketing are given below; 

1. Instant Response. The response rate of internet marketing is instantaneous; for instance, you
upload something and it goes viral. Then it’d reach millions of people overnight.
2. Cost-Efficient. Compared to the other media of advertising, it’s much cheaper. If you ’re using the
unpaid methods, then there’s almost zero cost.
3. Less Risky. When your cost is zero and the instant rate is high; then what one has to loos. No risk
at all.
4. Greater Data Collection. In this way, you have a great ability to collect a wide range of data
about your customers. This customer data can be used later.
5. Interactive. One of the important aspects of digital marketing is that it ’s very interactive. People
can leave their comments, and you’ll get feedback from your target market.
6. Way to Personalized Marketing. Online marketing opens the door to personalized marketing
with the right planning and marketing strategy, customers can be made to feel that this ad is
directly talking to him/her.
7. Greater Exposure of your Product. Going viral with one post can deliver greater exposure to
your product or service.
8. Accessibility. The beauty of the online world and e-marketing is that it ’s accessible from
everywhere across the globe.

9.What are the limitations of e-marketing?

E-Marketing is not without disadvantages, some of them are as follows;
 1. Technology Dependent. E-Marketing is completely dependent on technology and the internet; a
slight disconnection can jeopardize your whole business.
2. Worldwide Competition. When you launch your product online, then you face a global
competition because it’s accessible from everywhere.
3. Privacy & Security Issues. Privacy and security issues are very high because your data is
accessible to everyone; therefore, one has to be very cautious about what goes online.
4. Higher Transparency & Price Competition. When privacy and security issues are high, then you
have to spend a lot to be transparent. Price competition also increases with higher transparency.
5. Maintenance Cost. With the fast-changing technological environment, you have to be consistently
evolved with the pace of technology and the maintenance cost is very high.

10.What are components of digital marketing?

That statistic is mind-blowing, especially since online marketing strategies drive a significantly higher
return on investment (ROI) than traditional marketing. If you don ’t use digital marketing currently, you ’re
likely missing out on valuable leads and revenue.
Luckily, you came to the right place. In this post, we ’ll look at the recipe for digital marketing success —
seven digital marketing components you’ll want to add to your strategy.
On their own, digital marketing strategies are powerful. Combined in the perfect proportions? A recipe
for success.
Typically, digital marketing components include:
 Search engine optimization (SEO)
 Pay-per-click advertising (PPC)
 Web design
 Content marketing
 Social media marketing
 Email marketing
 And more
Now that you have an overview, let’s take an in-depth look at each digital marketing element.

1.       Search engine optimization (SEO)

 The foundation for successful digital marketing, search engine optimization (SEO) refers to a
number of strategies designed to boost your rankings in online search results.
You can use numerous SEO strategies for your business including:
 Create quality content that answers searchers ’ questions
 Clean up your site’s code and increase page speed
 Streamline your site’s design and navigation to improve user experience (UX)
 Earn backlinks from reputable sites
 And more
2.       Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is an excellent strategy for maintaining a presence in search results while
you establish organic rankings with SEO.
If you’re looking to boost your rankings quickly, PPC can start driving qualified leads to your site the
minute your ads go live — and it’s an affordable option for businesses in most industries.
One of the best parts of PPC advertising? You only pay when people click your ads.
This means you’ll avoid wasting money trying to reach people who aren ’t interested in your products or
services.
3.       Web design
Ultimately, the digital marketing components you use drive leads back to your website — and you want
your site to leave a positive impression on potential customers. Nearly 95 percent of a person’s first
impression relates to web design, so it’s a crucial factor in your online marketing plan.
If your site looks like it’s straight outta the ‘90s or takes forever to load, it will likely send visitors
searching for the back button.
4.       Content marketing
In order to boost your search rankings and help potential customers learn more about your business, you
need to incorporate content into your digital marketing strategy. If you’re looking to earn more leads and
revenue, content marketing is a great strategy, considering it generates 3x more leads than traditional
marketing.
Quality content is a key component of content marketing. Quality content allows you to target keywords
related to your business and address searchers ’ questions, which in turn helps you achieve higher
rankings.
5.       Social media marketing
A whopping 2.3 billion people use social media, making it a valuable digital marketing component.
Social media allows you to connect with current and potential customers — and develop relationships
with them. If they have questions about your products and services, they can connect and ask you directly
on social media.
In addition, social media listening allows you to uncover key trends and insights into consumers ’ thoughts
and opinions related to your brand, industry, products, services, and even competitors.
You can use this information to inform other strategies.
6.       Email marketing
Another component of successful digital marketing, email marketing can earn you $44 for every $1
invested — an ROI of 4400 percent.
Since people opt-in to receive your emails, you know they are interested in the products and services you
offer. A great lead-nurturing strategy, email marketing allows you to follow up with potential customers
and send custom information about products or services that interest them.
Using segmentation, you can personalize your emails based on subscribers ’ needs and interests and
deliver content that resonates with them.
7.       Bonus: Marketing analytics
In addition to the key digital marketing elements listed above, you ’ll want to make analytics a major
component of your digital marketing strategy.
To continue earning more leads and revenue, you want to monitor key metrics associated with your
campaigns continually. Keeping an eye on key performance indicators (KPIs), like conversion rates and
cost per lead, will help you improve your campaigns to reach even more customers.
In other words, monitoring your analytics will keep marketing costs low and profitability high.

11.What are channels/platforms of digital marketing?

Considerations when determining the most effective digital marketing channels for your business
Every business is different. Therefore, before you can determine the most effective digital marketing
channels for your business, here are some key factors to consider:
 What is your brand?
 What are your business goals?
 What are your marketing goals?
 Where is your target audience?
 What is your budget?
5 most effective digital marketing channels  
All digital marketing channels play a role in the solution for a business and harmoniously play off one
another. Although the most effective digital marketing channels for your business will depend on the
considerations I outlined, here are the 5 most effective digital marketing channels that are trending and
have been shown to generate considerable results.
1. Video marketing
One of the most dominant digital marketing trends today and likely for the next 5-10 years is video
marketing.
These statistics illustrate the importance of incorporating video, into your digital marketing strategy:
 70 percent of consumers say that they have shared a brand ’s video
 72 percent of businesses say that video has improved their conversion rate
 52 percent of consumers say that watching product videos makes them more confident in online
purchase decisions
 65 percent of executives visit the marketer ’s website and 39 percent call a vendor after viewing a
video
2. Email marketing
Email marketing is one of the most important digital marketing channels because it has the highest ROI of
any marketing tactic, according to LYFE Marketing. It can get as much as a 3800 percent return. That ’s $38
in revenue for every $1 you spend. About 20 percent of companies are seeing an ROI of $70 to $1 spent.
3. Content marketing
Similar to email marketing, content marketing is another one of the most effective digital marketing
channels for producing ROI. LYFE Marketing also reported that content marketing can generate three
times the leads for about 62 percent less than traditional marketing. Leads are people who are very likely
to buy your product and become loyal customers, as you nurture that relationship, which is different from
website traffic.
4. Social media marketing
The latest social media marketing statistics show that 73 percent of marketers believe that social media
marketing has been “somewhat effective” or “very effective ” for their business. Moreover, 54 percent of
social browsers use social media to research products. Seventy one percent of consumers who have had a
positive experience with a brand on social media are likely to recommend the brand to their friends and
family.
You can take that one step further and boost social media engagement by:
 Employing tagging
 Analyzing what posts have worked
 Incorporating holidays and/or trends
Leverage social media advertising platforms, through Facebook ’s Custom Audiences and Look-a-Like
Audience. This will increase your reach to pages that have similar characteristics to your current fan base
and email list.
5. SEO & PPC
There they are. Two of the digital marketing acronyms I previously mentioned. One of the many
advantages of SEO and PPC is the ability to streamline your campaigns and optimize results.
Let’s start with SEO. Recent marketing statistics show that 64 percent of marketers actively invest in SEO.
There are two general elements to successful digital marketing —traffic and conversion. SEO-generated
traffic is more likely to convert at a higher rate than ad-generated traffic, since the person doing the search
is actively seeking out information and has a specific want and need.
PPC, or search advertising, lets you position yourself near the top of searches, even if that ’s not where
your website would organically show up. It works by advertisers paying each time a user clicks on one of
their online ads. One advantage is that you’re only charged when a user actually clicks on your ad.
Another is that you can more precisely target people based on buying behavior, pain points and
demographics.

12.What are the promotional activities in digital marketing?

Some of the most important forms of promotional activities are as follows:
 Personal Selling
 Advertising
 Sales Promotion
  Publicity
 Public Relation
 Point of Purchase Display
 Packaging
 Direct Mail
 Other Forms of Promotion.
Personal selling and advertising are the two best known forms of promotion. In terms of cost and market
impact, it is the most important form. Personal selling is an important part of promotional programme. It
is commonly supported by advertising. The other forms of promotion are sales promotion, publicity and
public relation. It is important for the successful promotional programme. The other methods of
promotion are point of purchase display, packaging and direct mail.

13. Describe the Term:

(a) Geo- Targets: Geo-targeting, otherwise known as local PPC, refers to the practice of delivering
different content or advertisements to consumers based on their geographic locations. In paid search
campaigns, geo-targeting is often used to advertise to local prospects.
Google Ads (formerly known as AdWords) has a feature that allows search advertisers to specify a
location, or a set of locations, as the only area(s) in which they want their ads to show. This is an essential
tactic for businesses that depend on foot traffic and/or home deliveries, such as restaurants, brick-and-
mortar stores, and ecommerce sites.

(b) Site Specific Targeting: People always encounter marketing in a specific context. Subsequently,
marketers need to anticipate what that context is, in order to engage and connect more deeply with it.
Campaign and brand experiences can and should be integrated across physical space and multiple objects
– the impact of multiple brand engagements has been proven to deliver positive results. Strategists need
to make certain as best as possible that the chosen medium and messaging tactics accommodate and
compliment people’s unique identities, activities, and location.
Tic Tac, as part of their “Shake it Up” campaign, has created a large number of unique print ads with an
augmented reality layer that brings the campaign to life on viewers mobile devices.
There is:
 A poster, which is seen by people on the go, and has a clever fact that can be read quickly
 A magazine with an interactive game for people who are sitting around
 A drink coaster with a pick-up line spewing beaver, to aid conversations at bars.

(c)Behavioral targeting: Behavioral targeting accompanies potential customers through the web. The tool
creates customer profiles based on cookies and search entries. If users are doing a lot of research about
vacations, they will then receive travel-related offers. If users keep repeating searches, click on banner
ads, or stay on relevant sites for a long time, the tool registers this information in an algorithm chain. The
data collected forms the basis for a customer profile with which the network can coordinate all existing
advertising campaigns. Retargeting works in a similar way but its focus is on winning customers back.

(d) Remarketing: Remarketing (also known as retargeting) is the tactic of serving targeted ads to people
who have already visited or taken action on your website. In terms of technical execution, remarketing is
the process of using a javascript tag (known as a pixel) to place a cookie in the user ’s browser. The cookie
then informs a remarketing platform to serve specific display ads through an ad exchange, based on the
pages or products the user has engaged with or searched for on your website or app.

(e) Retargeting: Retargeting, also called remarketing, is an online advertising method of reaching out to
previous visitors of your website or app, often by displaying ads or sending emails. Retargeting offers an
opportunity to recapture potential leads or customers if they left your site without converting or meeting a
marketing goal.
For example, if a prospective customer abandoned a shopping cart without checking out, you can use
retargeting to show an ad for the product they recently viewed on another website they visit. By showing
your ads again, there is a greater chance for better conversion rates and to meet your marketing and
revenue goals.

(f) Blog: A blog (a shortened version of “weblog”) is an online journal or informational website
displaying information in the reverse chronological order, with the latest posts appearing first, at the top.
It is a platform where a writer or a group of writers share their views on an individual subject.
(g) Browser: A browser is an application program that provides a way to look at and interact with all the
information on the World Wide Web. This includes Web pages, videos and images. The word "browser"
originated prior to the Web as a generic term for user interfaces that let you browse (navigate through and
read) text files online. Many people will use web browsers today for access to the internet and is seen
almost as a necessity in how many navigate their daily life.
A Web browser is a client program that uses HTTP (Hypertext Transfer Protocol) to make requests of
Web servers throughout the Internet on behalf of the browser user. Most browsers support e-mail and the
File Transfer Protocol (FTP), but a Web browser is not required for those Internet protocols and more
specialized client programs are more popular.

(h) Business Hosting: Business hosting is a web hosting package on a server that ’s shared between other
users who have purchased a business hosting package.
These packages provide an affordable solution for individuals or businesses setting up their online
presence.
With business hosting, you share the server ’s resources (CPU, RAM, Disk Space, etc) and are restricted
from making server-wide changes. That’s why the cost of business hosting is drastically lower than that of
a Cloud Server or Dedicated Server.

(i) flash: Flash was originally released by Macromedia in 1996. It began as a basic animation tool and an
optional plug-in for Web browsers. Over the next decade, Flash gained many new features and became a
standard plugin included with nearly all Web browsers. In 2005, Adobe acquired Macromedia and took
over development of the Flash technology. Today, Flash continues to be a ubiquitous Web standard and is
included with all major Web browsers.

(j)HTML: Hypertext Markup Language (HTML) is the standard markup language for documents designed
to be displayed in a web browser. It can be assisted by technologies such as Cascading Style Sheets (CSS)
and scripting languages such as JavaScript.
Web browsers receive HTML documents from a web server or from local storage and render the
documents into multimedia web pages. HTML describes the structure of a web page semantically and
originally included cues for the appearance of the document.
HTML elements are delineated by tags, written using angle brackets. Tags such as <img /> and <input />
directly introduce content into the page. Other tags such as <p> surround and provide information about
document text and may include other tags as sub-elements. Browsers do not display the HTML tags, but
use them to interpret the content of the page.

(k) IMAP: If you've ever set up an email account before, you've probably been asked which email
protocol you would like to use: POP or IMAP. To the uninitiated, this question can be positively mind-
boggling. However, the selection that you make will have a major impact on your experience of sending,
receiving and otherwise using email messages. While POP, or Post Office Protocol, used to be the most
popular type of email protocol, IMAP - or Internet Message Access Protocol - is the go-to choice of most
people these days. As its name implies, IMAP allows you to access your email messages wherever you
are; much of the time, it is accessed via the Internet. Basically, email messages are stored on servers.
Whenever you check your inbox, your email client contacts the server to connect you with your
messages. When you read an email message using IMAP, you aren't actually downloading or storing it on
your computer; instead, you are reading it off of the server. As a result, it's possible to check your email
from several different devices without missing a thing.

(l) IP Address: An Internet Protocol address (IP address) is a numerical label assigned to each device
connected to a computer network that uses the Internet Protocol for communication. An IP address serves
two main functions: host or network interface identification and location addressing.
Internet Protocol version 4 (IPv4) defines an IP address as a 32-bit number. However, because of the
growth of the Internet and the depletion of available IPv4 addresses, a new version of IP (IPv6), using
128 bits for the IP address, was standardized in 1998. IPv6 deployment has been ongoing since the mid-
2000s.
IP addresses are written and displayed in human-readable notations, such as 172.16.254.1 in IPv4, and
2001:db8:0:1234:0:567:8:1 in IPv6. The size of the routing prefix of the address is designated in CIDR
notation by suffixing the address with the number of significant bits, e.g., 192.168.1.15/24, which is
equivalent to the historically used subnet mask 255.255.255.0.
The IP address space is managed globally by the Internet Assigned Numbers Authority (IANA), and by
five regional Internet registries (RIRs) responsible in their designated territories for assignment to local
Internet registries, such as Internet service providers (ISPs), and other end users.

(m) POP: Short for Post Office Protocol, POP or POP mail is one of the most commonly used protocols
used to receive e-mail on many e-mail clients. There are two different versions of POP: POP2 and POP3.
POP2 was an early standard of POP that was only capable of receiving e-mail and required SMTP to send
e-mail. POP3 is the latest standard and can send and receive e-mail only using POP, but can also be used
to receive e-mail and then use SMTP to send e-mail.

(n)Shopping Cart: A shopping cart is a piece of software that keeps the record of the items a buyer has
‘picked up’ from the online store. Acting as an online store ’s catalog, the eCommerce shopping cart
enables consumers to select products, review what they selected, make modifications or add extra items if
needed, and purchase the products.

(o)Spam: Spam is any kind of unwanted, unsolicited digital communication, often an email, that gets sent
out in bulk. Spam is a huge waste of time and resources. The Internet service providers (ISP) carry and
store the data. When hackers can’t steal data bandwidth from the ISPs, they steal it from individual users,
hacking computers and enslaving them in a zombie botnet.

(p)Weblog: A weblog or blog is a listing of text, images, or other objects that are arranged in a
chronological order that first started appearing in 1998. Blogs are often maintained and run by a single
individual, updated daily, or contain personal remarks about a topic, a personal ramble, or an update on
the person's life. Weblogs are like a personal journal, offering the user a way to publicly discuss their life.
It provides a personal way to learn more about people, events, places, and people around the world.
Some examples of software and services you can use to create and start personal weblogs include
Blogger, Manila, Movable type, LiveJournal, Radio Userland, Typepad, WordPress.

(q)Webmail: Webmail are web-based email accounts. These are usually free email accounts that are
operated from a website. Examples include Hotmail, GMail and Yahoo Mail.
Webmail allows the users to access their emails as long as they have access to an Internet connection and
a web browser. This also means that the user cannot read an old email or draft a new email offline.
(r)Web server : The term web server can refer to hardware or software, or both of them working together.
1. On the hardware side, a web server is a computer that stores web server software and a website's
component files. (for example, HTML documents, images, CSS stylesheets, and JavaScript files)
A web server connects to the Internet and supports physical data interchange with other devices
connected to the web.
2. On the software side, a web server includes several parts that control how web users access
hosted files. At a minimum, this is an HTTP server. An HTTP server is software that understands
URLs (web addresses) and HTTP (the protocol your browser uses to view webpages). An HTTP
server can be accessed through the domain names of the websites it stores, and it delivers the
content of these hosted websites to the end user's device.

(s)Web site: A website (also written as web site) is a collection of web pages and related content that is
identified by a common domain name and published on at least one web server. Notable examples are
wikipedia.org, google.com, and amazon.com.
All publicly accessible websites collectively constitute the World Wide Web. There are also private
websites that can only be accessed on a private network, such as a company's internal website for its
employees.

(t)CPA : Cost per Acquisition, also known as Cost per Action or CPA, is a marketing metric that
measures the cumulative costs of a customer taking an action that leads to a conversion. Sometimes, a
conversion is synonymous with a sale, but it can also be a click, a download, or an install.
Ad networks will give you the option of choosing between CPA, CPC (Cost per Click), and CPM (Cost
per 1000 impressions) bidding.
(u)BANNER : A web banner or banner ad is a form of advertising on the World Wide Web delivered by
an ad server. This form of online advertising entails embedding an advertisement into a web page. It is
intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners
are delivered by a central ad server.

(v)Cookies : Cookies are usually small text files, given ID tags that are stored on your computer's browser
directory or program data subfolders. Cookies are created when you use your browser to visit a website
that uses cookies to keep track of your movements within the site, help you resume where you left off,
remember your registered login, theme selection, preferences, and other customization functions. The
website stores a corresponding file(with same ID tag)to the one they set in your browser and in this file
they can track and keep information on your movements within the site and any information you may
have voluntarily given while visiting the website, such as email address.

(w) Flash ads : Flash ads are interactive web banners made with Adobe Flash that can feature complex
animations, movies and sound. This technology became extremely popular online because of how it can
react to users. For example, an entire ad can transform into a full multimedia experience —all with a
simple mouse-over.

14. What is SEO (Search Engine Optimization):

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site
to increase its visibility for relevant searches. The better visibility your pages have in search results, the
more likely you are to garner attention and attract prospective and existing customers to your business.
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site,
collecting information about those pages and putting them in an index. Next, algorithms analyze pages in
the index, taking into account hundreds of ranking factors or signals, to determine the order pages should
appear in the search results for a given query.

15. What is SEM (Search Engine Marketing):

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an
increasingly competitive marketplace. With millions of businesses out there all vying for the same
eyeballs, it’s never been more important to advertise online, and search engine marketing is the most
effective way to promote your products and grow your business.

16. What is SMM (Social Media Marketing):

Social media marketing involves using social platforms as channels for brand promotion, target audience
growth, driving website traffic, and increasing sales. Social platforms are the center of SMM.
SMM is the easiest way to reach an enormous audience — nowadays a half of the global population, 3.8
billion people, use social media. Moreover, this number is constantly growing — since 2019, social media
use has grown by 9.2%.
Social media is extremely useful for increasing brand awareness. According to Hootsuite, 52% of online
brand discovery happens in public social feeds. In other words, the majority of people learn about new
brands on social networks.

17. What is Email Marketing:

Email marketing is the act of sending a commercial message, typically to a group of people, using email.
In its broadest sense, every email sent to a potential or current customer could be considered email
marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
Email marketing strategies commonly seek to achieve one or more of three primary objectives, to build
loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of
enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty
and repeat business, acquiring new customers or convincing current customers to purchase something
immediately, and sharing third-party ads.