Gurugram University

Project report on Evolving

E-Marketing in India

Submitted by :- Submitted to :-
Daman yadav.
Dr.Seema Mehlawa
M.com
integrated(semester-5). ( Head of commerce

191020040010 department)
 Acknowledgement

It is not possible to prepare a project report without the assistance and encouragement Of
other people.This one is certainly no exception.

On the very outset of this report, I would like to extend my sincere & heartfelt
obligation. Towards all the personages who have helped me in this endeavour.
Without their active Guidance, help, cooperation & encouragement, I would not have
made headway in the project.

I am extremely thankful and pay my gratitude to my faculty Dr Seema Mehlawat

for her Valuable guidance and support on completion of this project in its presently.

I extend my gratitude to GURUGRAM UNIVERSITY for giving me this opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents

and Member of my family, who has always supported me morally as well as
economically At last but not least gratitude goes to all of my friends who directly or
indirectly heeconomicall

Complete this project report.

Any omission in this brief acknowledgement does not mean lack of gratitude.
 Contents
1.Introduction of the topic

2.Objectives of E-Marketing

3.Characteristics of E-Marketing

4.Types and forms of E-Marketing

• SEO

• Social Media Marketing

• E-mail Marketing

• Affiliate Marketing

• Banner Advertising/ Ads

• B2B Web Portals

5.Bibliography
 INTRODUCTION OF THE TOPIC

At the beginning of the 19th century, social life was mostly local. It was
followed by a period in which commodities were produced on a mass scale. Consumer
Marketing operated on mass marketing principles and business primarily concerned
itself with how to build the best sales force. At the end of the century, there is an
emerging global culture. The major driver of these changes is technology.
Technological change has moved steadily back focusing on the individual. These
changes shape the possibility and conduct of business. Marketing is especially tied to
communication and transportation revolution. As the tools and reach of marketing
increase, the job and responsibilities of marketers have evolved with them.

Kotler formalized this evolution with his book "Marketing Management." His
key stages are production, sales and brand management. Each of these is strongly
motivated by technological opportunities, which permit new methods and new
opportunities. A fourth stage, a focus on the individual customer, is also important. As
the new technology of the Internet develops, it reinforces the new marketing emphasis
which in many ways is a return to business at the turn of the century.

In today’s technology driven world, a new fast paced digital economy is

emerging. In the near future, it wouldn’t be surprising to see that there are companies
that exist only inside computer networks. Most business transactions will be made
electronically, directly from the producer to the consumer, bypassing the supply chain.
In the digital marketing environment, the consumer becomes an integral player in the
development of the product. In fact, a consumer might build the product himself from
a wide array of parts provided by the company. It is e-commerce that is changing the
way products and services are conceived, manufactured, promoted, priced, distributed
and sold. The reason being that it is much cheaper; it allows vast coverage and helps
in serving the customer bette
 OBJECTIVE OF E-MARKETING

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.

By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online. And with
strategies like content marketing and social media marketing, you can position yourself
as an expert in your field who also cares about your clients.

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
alsowhat 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 .

Social media is particularly useful when building a brand, because it allows

companies to create and post with a more personal feel. Organizations have
discovered that this kind of brand-building can be fostered by the use of social
media channels such as Facebook, Twitter, Instagram and Pinterest. In addition to
organic posts on these sites, companies can build brand recognition by paying for
advertisements and placements. This takes patience on the part of the organizational
leaders, because trust and loyalty are developed over many months, and sometimes
years. The key is to stay focused on the results
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.
Although the number of searches that include both your industry and your town or city
is undoubtedly lower than those that just specify a product or business type, those
searches tend to generate much more qualified traffic. 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.

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
theright 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 wellas your
bottom line.

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.
One bad review doesn’t mean that your company’s reputation is shot, but
one bad reaction to a bad review might. The way you publicly respond to customer
complaints will show them (and all other current and potential customers) how much
you care about their opinions. But as intimidating as that may sound, all it takes is a bit
of respect and concern for your customer base.
For some companies who’ve already made errors in this department, their

objective is simply to remove any negative associations with their company and show
customers that they’ve seen the errors of their ways. Though the improvements won’t
happen overnight, and bad online PR can be difficult to get rid of, the Internet is a solid
tool for repairing damaged reputations.

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,
andare 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.
 CHARACTERISTICS OF E-MARKETING
ADS

Although e-marketing is similar to traditional marketing, it is helpful to

understand the basic characteristics that distinguish this environment from the
traditional marketing environment. These characteristics include addressability,
interactivity, memory, control, accessibility, and digitalization. Addressability. The
technology of the Internet makes it possible for visitors to a website to identify
themselves and provide information about their product needs and wants before
making a purchase

ADDRESSABILITY.

websites encourage visitors to register to maximize their use of thesite or to gain

access to premium areas; some even require it. Registration forms typically ask for
basic information, such as name, e-mail address, age, and occupation, from which
marketers can build user profiles to enhance their marketing efforts. CDNow (owned
by Amazon.com), for example, asks music lovers to supply information about their
listening tastes so that the company can recommend new releases. Some websites
even offer contests and prizes to encourage users to register. Marketers also can
conduct surveys to learn more about the people who access their websites, offering
prizes as motivation for participation

INTERACTIVITY

Another distinguishing characteristic of e-marketing is interactivity,

which allows customers to express their needs and wants directly to a firm in
response to its marketing communications. At BlueNile.com, for example,
engagement ring shoppers can click on a link at any time during a search to generate
a pop-up window where they can comment about their search efforts. The
comments are immediatelysent to the appropriate internal department to address the
live feedback.9 This characteristic means that marketers can interact with
prospective customers in real time (or at least a close approximation
 Memory
Memory refers to a firm’s ability to access databases or data warehouses Containing
individual customer profiles and past purchase histories and to use these data in real
time to customize its marketing offer to a specific customer. A database is a
collection of information arranged for easy access and retrieval. Although companies
have had database systems for many years, the information these systems contain did
not become available on a real-time basis until fairly recently.

CONTROL

In the context of e-marketing, control refers to customers’ ability to

Regulate the information they view as well as the rate and sequence of their exposure
to that information. The Web is sometimes referred to as a pull medium because users
determine what they view at websites; website operators’ ability to control the
content users look at and in what sequence is limited. In contrast, television can be
characterized as a push medium because the broadcaster determines what the viewer
sees once he or she has selected a particular channel.
 Types and forms of E-Marketing

Internet marketing, also referred to as I-marketing, web marketing, online

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

There are various tools/modes to internet marketing. However, choosing the

right one is very important. Each of them has its own advantages and disadvantages.
Choosing modes mainly depends upon the kind of product you have and your target
audience. Below are list and an extensive analysis on the various tools of internet
marketing:

● SEO

● Social Media Marketing

● E-mail Marketing

● Affiliate Marketing
● Banner Advertising/ Ads

● B2B Web Portals

SEARCH ENGINE OPTIMIZATION (SEO)

What are search engines?

A web engine is a tool designed to search for information on the World Wide Web. The
search results are usually presented in a list and are commonly called hits. The
information may consist of web pages, images, information and other types of files.
Some search engines also mine data available in databases or open directories. Unlike
Web directories, which are maintained by human editors, search engines operate
algorithmically or are a mixture of algorithmic and human input.

FACTS ABOUT SEARCH ENGINES

• 84.8% of Internet users utilize search engines to find web sites.*GVU

Users Survey
• 71% of all Internet surfers reach web sites through Search Engines.*Nielson Media

• Research has proven that 93% of global consumers use search engines to find
and access websites.
• 85% of qualified Internet traffic is driven through search engines, however 75% of
search engines users never scroll past the 4th page of results *Georgia Institute of
Technology: Seventh WWW User Survey

• 73% of global chief executives (CEOs, CIO's, et c.), say that they prefer to find
out about new products online. *Research.net

1. How Search Engines Work

The first basic truth you need to learn about SEO is that search engines are not humans.
While this might be obvious for everybody, the differences between how humans and search
engines view web pages aren't. Unlike humans, search engines are text-driven. Although
technology advances rapidly, search engines are far from intelligent creatures that can see
the beauty of a cool design or listen to the sounds and movement in movies. Instead, search
engines crawl the Web, looking at particular site items (mainly text) to get an idea what a
site is about. Search engines perform several activities in order to deliver search results –
crawling, indexing, processing, calculating relevancy, and retrieving.

First, search engines crawl the Web to see what is there. This task is performed by e
piece of software, called a crawler or a spider (or Googlebot, as is the case with Google).
Spiders follow links from one page to another and index everything they find on their way.
Having in mind the number of pages on the Web (over 20 billion), it is impossible for a
spider to visit a site daily just

to see if a new page has appeared or if an existing page has been modified. Sometimes
crawlers will not visit your site for a month or two, so during this time your SEO efforts will
not be rewarded. But there is nothing you can do about it, so just keep quiet.

What you can do is to check what a crawler sees from your site. As already mentioned,
crawlers are not humans and they do not see images, Flash movies, JavaScript, frames,
password-protected pages and directories, so if you have tons of these on your site, you'd
better run the Spider Simulator below to see if these goodies are viewable by the spider.
If they are not viewable, they will not be spidered, not indexed, not processed, etc. - in a
word they will be non-existent for search engines.

2. Differences between the Major Search Engines

Although the basic principle of operation of all search engines is the same, the minor
differences between them lead to major changes in results relevancy. For different search
engines different factors are important. There were times, when SEO experts joked that
the algorithms of Yahoo! are intentionally made just the opposite of those of Google.
While this might have a grain of truth, it is a matter a fact that the major search engines
like different stuff and if you plan to conquer more than one of them, you need to
optimize carefully.
There are many examples of the differences between search engines. For instance, for
Yahoo! and MSN, on-page keyword factors are of primary importance, while for Google
links are very, very important. Also, for Google sites are like wine – the older, the better,
while Yahoo! generally has no expressed preference towards sites and domains with
tradition (i.e. older ones)
E -MAIL MARKETING

Ethical methods of
gathering e-mail addresses are
through on-line registration built
into your corporate Web
sites, or requests for information
forms that reques
t
submission to your opt-in lists.

An alternative is to purchase lists of customer e-mail addresses indexed by

special interests from a private company such as 'Postmaster Direct' or even use PC
softwares for mass e-mailing. It is a form of direct marketing which uses electronic mail
as a means of communicating commercial or fundraising messages to an audience. In its
broadest sense, every e-mail sent to a potential or current customer could be considered
e-mail marketing. However, the term is usually used to refer to:

• Sending e-mails with the purpose of enhancing the relationship of a merchant with
its current or old customers and to encourage customer loyalty and repeat busine

• Adding advertisements in e-mails sent by other companies to their customers.

AFFILIATE MARKETING :

Affiliate marketing provide you with products and services through a network of
Affiliate sites on a payment-by-results basis.

It also provides the opportunity to generate additional revenue by exploiting your site's own
content to promote the products and services of other online Merchants.

A Merchant recruits content sites to partner with them as Affiliates in exchange for
commissions. A common third party provider such as Commission Junction can be used.

The Merchant provides their advertising banners and links to their Affiliates and assigns
a commission for each click-through to their site, subscription to their service, or purchase
of their products that is generated from those links.
 BANNER ADVERTISING

Banner advertising can play an extremely important role within your website strategy. One
can use banner advertising as a means of promoting its own products and services, raising
awareness, or as a way of generating revenue by selling advertising space on your own
website.

Purchasing Advertising: There are currently two widely recognized methods of

purchasing banner advertising. The rates for these are usually quoted on a cost per
thousand basis or (CPM). The rates you pay can vary tremendously as there is currently
no standard price model - so be prepared to negotiate!

Pay-Per-Impression: This method of purchasing banner advertising is based on a charge

for the number of times someone sees your banner. There are no guarantees as to how
many visitors will come to your site as a result of seeing your banner; you are simply
paying for the number of times your banner is displayed. Websites that offer

such programs include paypopup.com and adclicksor.com

Pay-Per-Visitor: This method of purchasing banner advertising is based on a charge

for the number of times someone visits your site as a result of clicking on your banner.

This is a better method of purchasing banner advertising as you are only paying for
results, although expect to pay a ppremium

Pay-Per-Click: The revenue model of the Internet giant google.com has its very own
service which offers certain share of the profit that it makes by the click-through that a
website generates from its adsense codes. The revenue model is known as Google
adsense and almost every successful website uses this model to make profits. The
Google adsense ads can be seen on websites like Times of India, Moneycontrol.com,
 ManagementParadise.com and a lot many other reputed websites. Google earns more
than y 90% of its revenues from ads. There are many other ad agencies like Adbrite and
Yahoo Ads.

Branding. While CTR and cost per sale relate to direct marketing objectives, another
way of looking at banner ads is as "branding" tools. They create brand awareness, and
a brand image in the viewer's mind, whether or not the viewer clicks on the ad. Branding
is very difficult to measure, but can be very powerful.

SALES PROMOTION

Employing methods to stimulate sales through immediate or delayed incentives

to the customer. If the incentive is attractive, the price: value ratio is adjusted favourably
enough to affect a sale. This strategy should integrate with the overall marketing mix to
balance extra sales with long-term profit motives. Examples of sales promotion
strategies are:

Sampling - offering product samples, electronically.

Bonus offers - offering additional goods or services when making single

purchases (e.gbuy-one-get-one-free).

Limited time offers - attracting visitors to return to a Web site.

Games with prizes: Useful to keep people coming back to Web service
 Cross-product sampling: When a customer makes a purchase they have an
opportunity to try out another company’s product/service.

Feature pricing: providing special pricing to those that order electronically.

Cross-promotions with other companies’ products/services - Buy a

company’s product/service and get a coupon for another company’s product/service.

SOCIAL MEDIA MARKETING (SMM)

What is social media?

Social media are media designed to be disseminated through social interaction, created
using highly accessible and scalable publishing techniques. Social media supports the
human need for social interaction, using Internet- and web-based technologies to transform
broadcast media monologues (one too many) into social media dialogues (many to many).
It supports the democratization of knowledge and information, transforming people from
content consumers into content producers. Businesses also refer to social media as user-
generated content (UGC) or consumergenerated media (CGM).

Social Media are online technologies and practices that people use to share opinions,
insights, experiences, and perspectives with each other. Social media are
distinct from industrial media, such as newspapers, television, and film. While social
media are relatively inexpensive and accessible tools that enable anyone (even private
individuals) to publish or access information, industrial media generally require
significant resources to publish information.

One characteristic shared by both social media and industrial media is the capability to
reach small or large audiences; for example, either a blog post or a television show may
reach zero people or millions of people. The properties that help describe the differences
between social media and industrial media depend on the study. Some of these properties
are:

• Reach - Both industrial and social media technologies provide scale and
enable anyone to reach a global audience.

• Accessibility - The means of production for industrial media are typically owned
privately or by government; social media tools are generally available to anyone at
little or no cost.

• Usability - Industrial media production typically requires specialized skills and

training. Most social media do not, or in some cases reinvent skills, so anyone can
operate the means of production.

• Recency - The time lag between communications produced by industrial media can
be long (days, weeks, or even months) compared to social media (which can be
capable of virtually instantaneous responses; only the participants determine any
delay in response). As industrial media are currently adopting social media tools, this
feature may well not be distinctive anymore in some time.

• Permanence - Industrial media, once created, cannot be altered (once a magazine article
is printed and distributed changes cannot be made to that same article) whereas social
media can be altered almost instantaneously by comments or editin
 B2B web portals

B2B is "business to business", B2B Website Portal is one emarket place for
suppliers, manufacturers, factory sellers, wholesalers, exporters to post trade leads to
find importers, buyers and buying leads. It is also one online directory for buyers and
importers to find suppliers for their products.

In a word, B2B Website Portal is one marketplace for ecommerce users to

Internet Marketing & E-commerce Promotion Online for their products and service.

B2B Website Portal is most popular with countries with huge number of
manufacturers to export, especially in Asian countries, like China, India, and
SouthKorea who have a big manufacturing sectors. One of the most important and
largest B2B Website Portal is Alibaba in China; it is one comprehensive and household
b2b in the world
In Asia, the B2B website portals are most successful; they act as one of the most effective
method of Internet Marketing & E-commerce Promotion Online for manufacturers and
ecommerce sellers to promote their large amount of products. Just for this demand or
business opportunity, there comes some famous B2B trade website portal through the
world, like alibaba, ec21, tradekey, ecplaza and so on.

All those websites are comprehensive and include a wide range of product categories and
industry sectors, almost related to every industry. They are meaningful to global trade,
or rather to manufacturers, suppliers, exporters, wholesaler, buyers, and importers.
Above all, they are preferred by small and medium companies (SMEs) begin their e-
commerce solution and website marketing.

For global buyers, they could find their ideal suppliers and manufacturers and post their
buying trade leads or threads in these B2B sites, because there are so many suppliers
available to global buyers in these ecommerce market. Meanwhile the suppliers are site's
member or user, they use every convenient internet marketing tool or ecommerce
promotion online tools to publicize their business supply and demand for partnership
negotiation further with buyers.

For global suppliers, they could advertise and promote their company and products by
join those B2B website as member. Of course, in order to gain advantages of internet
marketing and mass exposure of their products in search engine through b2b sites high
pagerank, they could join as premium member to acquire more privileges of top list in
website search results or search engine. By doing so, they could maximize inquiries from
global buyers and importers, meanwhile, drive a huge number of traffic to their e-
commerce website to expand sales.

In addition to comprehensive B2B trade website, there are a large number of

professional b2b website portal for Internet Marketing & E-commerce Promotion
Onlinspecialized in single industry, such as jewellery sector, fashion industry, craft
sector, arts & crafts, handicraft.
CONCLUSION

As generations evolve and technology develops, the advancement in the

field of marketing and advertisements has been immense. No longer are
businesses bound by the limitations of traditional marketing techniques.
The old has been heavily replaced by the new. One of the newest and
most effective strategies has been of online marketing, which is the topic
that this whole e-book was centered on. Online marketing utilizes the
internet and its wealth of resources for promotional, profile-raising
purposes.

After covering some types of online marketing, which included email

marketing and social media marketing. The main point that was
highlighted was how unique modern internet advertising is, as compared
to its traditional counterparts. Internet marketing is all about being
available whenever and wherever customers may need you, rather than
just popping up once in a while for attention.
 BIBLIOGRAPHY

• Www.google.com

• www.wikipedia.com

• www.retinodes.com