E-Marketing

Marketing
E-marketing is the process of online marketing of a product, service, enterprise or
brand. E-marketing not only includes marketing done on the Internet but also
involves marketing through wireless media and e-mail.
Electronic marketing can include indirect and interactive marketing elements or
direct response marketing. When e-marketing strategies are implemented correctly,
the return on investment (ROI) can be higher than traditional marketing.

What is Electronic Marketing?

Electronic Marketing is the process of marketing a product, service or brand using
the Internet.
E-Marketing is the future of shopping today, as it has contributed to changing the
ways of buying and selling services and products.

E-marketing is every activity that is done on the Internet to reach a potential or

target customer, in order to market a product, service, or content and achieve the
highest level of sales, and then gain the highest level of profits.

E-marketing relies mainly on the emergence of e-commerce, which helps to reduce

the apparent gap between the manufacturer and the consumer.

E-Marketing manages to achieve the satisfaction of a large number of customers

because it provides many options for buying online.

E-marketing can be defined as the advertisement of services and products and their
sale through the Internet, through the use of websites and e-mail.

Although electronic marketing is a relatively new field, it has witnessed significant

growth and development during the past few years. Moreover, it is an area that is
constantly evolving, and which is always new.

E-marketing is not just a branch of marketing in general, but it represents the

nature of a technological age in which we live now.

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So there is no wonder, that you find that electronic marketing contributed greatly
to the development and formation of the concept of marketing in general.

E-Marketing:
E-Marketing Meaning
E-marketing is referred to those strategies and techniques which utilized online ways
to reach target customers. There are millions of Internet users that daily access
different websites using a variety of tools like computers, laptops, tablet and smart
or android phone devices, and the number of internet users are increasing very
rapidly. So every business seems to be jumping on the internet marketing
bandwagon. The internet is most powerful tool that can put any business on solid
footing with market leaders companies. There are many free as well as economical
way on internet to promote your business. Successful companies must ask
themselves some tough questions about how they will promote their business online?
What their company expectations are? And what will be their plan to meet those
expectations? After answer all these questions a company should design an effective
marketing plan.

Definition
E marketing also known as online or internet advertising which uses the internet
technology to promote online message to customer. E-marketing examples are email
or social media advertising, web banners and mobile advertising.

Definition: E-marketing
It is a process of promoting products and services on the internet. Its latest name
is known as direct marketing, which is also known as virtual marketing.
E-marketing is the combination of two words “E” & “Marketing”, in which E
means Electronic using electronic media and Marketing refers to activities a
company undertakes to promote the buying or selling of a product or services.
E-Marketing not only includes marketing on the internet but also includes
marketing done via e-mail and wireless media.

It uses a range of technologies to help connect business to their customers. T he

E-Marketing allows relational exchanges in digital networked and interactive
environments.

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The Evolution of E-Marketing
The concept of marketing, in general, is adaptable and changeable to keep pace with
technological developments. Therefore, traditional marketing did not depend on
divided customer demands according to the market sectors.
Due to the emergence of many variables such as advertising, products, distribution,
and prices, e-marketing aims to increase market share and business for institutions.
The development of e-marketing requires the presence of four variables: individuals,
distribution, technology, and information and all of these variables are means of
developing new offer or attracting new customers.
E-marketing based on the use of the technology aims to increase the profits of
enterprises and make an effort to achieve the personal needs of customers in an
interactive and permanent manner.
Digital developments have made the view towards e-marketing equivalent to that of
traditional marketing.

Types of E-Marketing:
T here are several ways in which companies can use the internet for marketing.
Some ways of e-marketing are as follows,

 Article Marketing
 Affiliate Marketing
 Video Marketing
 e-mail Marketing
 Blogging
 Digital Marketing
 Social Media Marketing.

Types of e-Marketing
E-marketing is divided into a group of types, namely:
E-marketing targeted to end customers: It is marketing that is concerned with the
use of electronic means and aims to reach customers.
E-marketing applied between institutions: It is marketing that focuses on
achieving a correlation between institutions and it contributes to achieving the
benefits related to them.

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Dual Distribution e-Marketing Strategies: This is the marketing that seeks to
achieve the goals of customer-oriented marketing and e-marketing applied between
institutions.
Government e-Marketplace (GeM): It is marketing that relies on the use of
electronic means in order to provide services for both business and government
institutions between them, which leads to achieving benefit for all, and helps to save
time, and reduces the effort dependent on routine procedures.

Features of E-Marketing:
1. Cheap and Valuable:
It is cheaper than traditional marketing. Of course, if you compare its cost with
respect to traditional media such as newspaper, magazine, hooding’s, posters,
then it is much cheaper and efficient you can reach a wide range of audience with
very limited resources.

2. 24x7x365 Appro ach:

It works 24 hours a day, 7 days a week & 365 days of the year. It doesn’t matter
whether you are homesick, sleeping, driving or attending a casual meeting; but
e-marketing is always hard at work.

3. Wo rkflo w feature:
T his feature can help you engage with different leads based on their position in
the purchaser journey. You should be able to get info on prospects from landing
pages, email, and social media.

4. T he features of internet marketing also include effective sales promot ion

activities, a complete description of the products, company, prices, offered
services, use and many more.

Characteristics of Electronic Marketing

There are many characteristics that distinguish e-marketing, the most important of
which are:
Addressability: the ability to apply transmission is the contribution of the Internet
by providing assistance to agencies in order to determine their customers even before
the implementation of the purchase. The role of digital technology is to provide
multiple options for website users to determine their requirements.

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Interactivity: Interactivity is the ability of customers to express their desires directly
to enterprises, through their response and interaction with the marketing
communications issued by these institutions.
Memory: It is the ability of electronic marketing to access databases that contain
information about customers and their purchase dates. Memory storage helps
agencies that use electronic marketing to obtain customer information in a timely
manner in order to provide marketing offers to them.
Control: This provides customers with the ability to control all the information
provided through them; it provides customers only the information they want, and
without forcing them to provide any confidential information.
Accessibility: This provides more detailed information to customers about the
institutions' products and prices, while activating the ability to compare a group of
products. Therefore, commercial institutions seek to develop their products based on
the wishes of existing customers, and in an effort to reach new customers.

Advantages and Disadvantages of E-Marketing:

Advantage of E-Marketing
1. Internet provides 24 hours and 7 days “24/7” service to its users. So you can
build and make customers relationships worldwide, and your customer can
shop or order product at any time.
2. The cost of spreading your message on internet is nothing. Many social media
sites like Facebook, Linkedin and Google plus allow you freely advertise and
promote your business.
3. You can easy and instantly update your registered customers or subscribers
through email.
4. Visitors or potential customers of your website can get up to the minute
information on each visit.
5. If you are having a sale, your customers can start shopping at the discounted
prices literally as soon as they open their email.
6. If a company has an information sensitive business, like a law firm, newspaper
or online magazine, that company can also deliver its products directly to
customers without having to use a courier.

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Disadvantages of E-Marketing
1. If you want a strong online advertising campaign you have to spend money.
The cost of web site design, software, hardware, maintenance of your business
site, online distribution costs and invested time, all must be factored into the
cost of providing your service or product online.
2. Almost over 60% of households now a day shop online. While that numbers
are continuously growing, your company needs to reach maximum people.
3. Some people prefer the live interaction when they buy any product. And if your
company has a small business with one location, this may also deter customers
from buying who lives on long distances.
4. Your company should have updated information on your site. This requires
research and skills and thus timing of updates is also critical.
5. Is your company web site secure? There are many incorrect stereotypes about
the security of the internet. As a result, many visitors of your business web site
will not want to use their credit card to make a purchase. So there is a fear in
the minds of your visitors of having their credit card info stolen.
Pulling it all together we can say that there are many pros and cons. So it’s important
for your company to consider each when designing your e-marketing strategy. You
can easily overcome disadvantages, but this can happen only when you will view the
customer experience from the eyes of your customer, not from the eyes of an internet
marketer.

Benefits of e-marketing include:

 Global reach - a website allows you to find new markets and trade globally for only a
small investment.
 Lower cost - a well-planned e-marketing campaign can reach the right customers at
a much lower cost than traditional marketing methods.
 Trackable, measurable results - web analytics and other online metric tools make it
easier to establish how effective your campaign has been. You can get detailed
information about how customers use your website or respond to your advertising.
 Personalisation - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy
from you, the more you can refine your customer profile and market effectively to them.
 Openness - by having a social media presence and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.
 Social currency - e-marketing lets you create campaigns using different types of rich
media. On the internet these campaigns can gain social currency - being passed from
user to user and becoming viral.
 Improved conversion rates - if you have a website, then your customers are only
ever a few clicks away from completing a purchase.

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Benefits of Online marketing

Modifications on the fly: When compared to offline marketing, online marketing can place
olden advertisements in newspapers or on TV and this can be modified on the fly. By
following up with the advertisements, it is possible to make any no. of changes to the
graphics or letterings which would not create any issues. But this cannot be done in the
traditional method of marketing and advertising.

Ability to track real-time results: While marketing online, tracking of real- time results is
possible by the use of online analytics so that it is possible to know whether the marketing
is carrying out. Certain methods exist to track the traditional methods, but many at times
cannot be done in real- time. This can either create a good will or a bad one to the
campaign.

Focusing demographics in the advertising: With marketing online, particular

demographics such as age, gender and location can be given importance. It is also
possible to focus on the variations in income and education. This can be done in
traditional marketing also but it is not an easy job.

Various methods in marketing online: There exists variety of ways to exhibit online
marketing like the email social media and newsletters. To do the same in traditional
marketing, many media sources need to be available.

Immediate ability to convert: While marketing online, it is capable of converting a buyer

immediately. But this cannot be done in traditional marketing. When marketing online, it
is not only capable of achieving the information of a customer, but also able to achieve
the sale on the spot, while in offline marketing this procedure takes a much longer time.

The most focused areas in the online marketing are:

[http://www.yourdictionary.com/dictionary-articles/define-online-marketing.html]

 Associate Marketing: In this kind of marketing, the organization appoints an

associate to improve and enhance their products. The associate in turn receives a
commission or similar grants for each and every sale. Amazon.com Associates
Central is an example that can be provided for anassociate marketing program,
where the Amazon.com helps the owners of the website to bring in crowd to its
site.
 Exhibit Advertising: In this type, they usually use the web banners on a third-party
website to create traffic to their own website and enhance the awareness of the
product.

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  Email Marketing: Businesses that makes use of this type of marketing create
promotional emails to impress the customers. But, it is a very tough job to
differentiate the spam and the original email.
 Interactive Advertising: This sort of advertising makes use of animations and
various other graphic involved methods, to produce ads which makes the viewers
excited and involves their participation.
 Search Engine Marketing: Certain techniques that are used under this are- Search
Engine Optimization (SEO), and paid inclusion. The companies adopting these
techniques become prominent in the search engine page results from Google.
 Viral Marketing: With this kind of marketing, businesses expect the people to
convey the information’s achieved about the products. Those sites which allow the
viewers to email hilarious clips is an example of viral marketing.

7 benefits of Internet marketing

Now that you know the best Internet marketing strategies you can use to grow your
business, let’s take a look at seven benefits of digital marketing.
1. It’s cost-effective-
Compared to traditional marketing methods, Internet marketing is extremely cost-effective.
Since digital marketing targets people who are already searching for your products and
services online, you can avoid wasting money trying to market to people who aren’t
interested in what you have to offer.
If you’re looking for an affordable, accountable way to attract new leads for your business,
Internet marketing is a great option.
2. It increases reach
Internet marketing also gives you the ability to expand your reach to attract even more
customers.
With traditional marketing methods, your reach is often limited by the scope of your ad
space. For example, if you advertise on a billboard, only the people who drive pass that
billboard will see your message.
However, online marketing allows you to reach potential customers across the world, and
isn’t limited to specific publications or audiences.
This can improve your marketing efficiency, and it allows you to reach more people in less
time— a major win for your business.
3. It increases brand awareness
Since Internet marketing allows you to expand your reach, it will also help you increase
brand awareness. Digital marketing helps more people learn about, recognize, and
ultimately choose your business.
Even if a user isn’t ready to become a customer the first time they come into contact with
your brand, they will be more likely to remember your company in the future. They may
even recommend you to friends, family members, or business contacts who need your
services.

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This is extremely powerful since people trust word of mouth recommendations more any
form of traditional advertising, and 80% of Americans seek recommendations when
making purchases.
4. It generates more qualified leads
Internet marketing targets people who are already searching for your business, products, or
services online.
In other words, Internet marketing earns you more qualified leads. The people who visit
your website as a result of your digital marketing efforts will be more likely to purchase
and become loyal customers than those who hear an advertisement on the radio.
This will also help your business make the most out of your marketing spend because you
won’t waste money trying to reach people who aren’t interested in your products or
services.
5. It can position your business as an authority
Internet marketing can position your business as an authority in your field.
Strategies like search engine optimization (SEO) help your business rank higher in search
results for phrases related to your business. The higher your business appears, the more
reputable your site will appear.
You will also receive more clicks and visits to your website when you rank higher in search
results. In fact, Google’s top organic listing receives 33% of traffic.
Publishing valuable content helps you position your business as a reputable source of
information, and it encourages more people to want to learn about your company.
6. It’s easy to monitor
Internet marketing campaigns are also easy to track and evaluate using tools like Google
Analytics.
Continually monitoring, evaluating, and testing your campaigns will help you to optimize
your strategies to get the most out of your marketing spend. You will also discover the
strategies that earn the most revenue for your business so you can shift your spending to
invest more in those strategies.
The testing ability of Internet marketing makes it easy for you to tweak your campaigns
and make changes that help you earn the greatest possible ROI.
7. It can help you generate more revenue
Internet marketing strategies are designed to help you get the most out of your marketing
spend, and they help you earn a high return from your investment.
So if you’re looking for an effective way to reach more customers for less money, Internet
marketing is a great option. And if you need help getting started, WebFX can help.
Our team of Internet marketing experts knows what it takes to help you maximize your
budget, attract more customers, and earn more revenue online.

Methods of e-Marketing:
The success of implementing e-marketing depends on the use of the methods that
help in this. The most important e-marketing methods include:

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Search engine optimization (SEO): Search engines are relying on the use of a
special type of website that contributes to providing information stored on all
websites on the Internet and helps to achieve the desired goal of electronic
marketing. Search engine optimization (SEO) is an important source of attracting
customers and a method used to increase the number of visitors to the website that
contains the products.

Search Engine Marketing (SEM): Search engine marketing is a type of digital

marketing and it is one of the electronic marketing channels.
SEM seeks to increase and improve the appearance of the site to be marketed on
the search engine results page.
As the owner of a product or service, the emergence of your site to top the first
results in the search engines increases the number of visitors and thus increases
profits.
Paid advertising: Paid advertising rectangles come first among the methods used
in electronic marketing and are considered one of the most popular advertising
methods across the Internet, as many website users see them.

Affiliate Marketing: Affiliate marketing is a performance-based marketing

system in which a seller of a product pays a dependent commission when someone
purchases his product.
The "product" can be physical (books, CDs, DVDs, clothing, jewelry, natural
medicines, etc.) or digital (e-books, e-reports, programs, online courses, etc.).
When your visitor clicks on your affiliate link (on your site), they are redirected to
the seller's website, where the seller will close the sale; much easier after you've
prepared for them!
When a visitor to your site purchases a seller’s product, you get a commission.
Social Media Marketing (SMM): Advertising and promotion of products via social
media on the Internet. This branch of electronic marketing can be considered Word-
Of-Mouth Marketing (WOM Marketing) across the World Wide Web.
There are specific tools designed to help marketers know how effective social media
marketing is, and what improvements you might want to do to increase this
effectiveness.
Email marketing: Email marketing is a highly active, cost-effective way to get
your marketing message across to existing and potential customers. E-mails are
very important in e-marketing. Many marketing officials are interested in
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designing e-mail forms that contain many different and interactive designs of
products in order to reach consumers.
Email marketing mainly depends on having a valuable email list, so if you haven't
had a chance to build it before, then it's time for that.
Difference between Traditional Marketing and Online/digital
Marketing:

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 Online Marketing Vs Traditional Marketing-

The earlier forms of promotion can classified under traditional marketing. The various
methods are radio, billboards, TV and posters. The other methods such as email marketing,
banner promotions, all come under the online marketing.

Difference lies in the purpose it is used for. Traditional marketing expands the market of
the manufactured goods and services, which is an important aspect for the existence of the
organization. The customers have the opportunity to react to the promotion, as online
marketing is a way of direct marketing. In this method, the customers can react, which
helps in raising ROI. Measurability is an additional aspect that distinguishes both forms of
marketing. It is easy to trace the clients with the use of tools in online marketing, whereas
traditional marketing has several problems, one being dependent on human memory. The
SME’s also utilize the online marketing due to the huge ROI obtained from it. It is possible
for them to change their operations, by calculating the start of their leads.

Traditional Marketing: Traditional marketing is old way of marketing Technique. It

refers kind of promotion, advertisement, includes flyers, billboards, TV ads, radio ads,
print advertisements, newspaper ads, etc. in which companies are used in the early period
to market their product.
The four phases of Traditional Marketing are Intrest, Awareness, Desire, and Decision.

Digital Marketing: Digital Marketing is modern way of marketing Technique.In which

we promoting, selling products and services by online marketing. It also refers to the
Marketing of any kind of business through digital media and devices such as Google,
Facebook, Instagram, youtube..etc.
The four phases of Digital Marketing are Planning, Conversation, Content, and Sequels.

Below is a table of differences between Traditional Marketing and Digital Marketing:

Area/Zone Traditional Marketing Digital Marketing

Target It’s easy to reach out to local Digital marketing lets you reach the targeted
audience/consumers with the audience/consumers/customers globally from all
Audience traditional marketing methods over the world.

Marketing Traditional marketing is more of a The physical presence of the marketers is not at all
personal approach as it is very easy for required in digital marketing, yeas physical
Approach marketers to have a person-to-person presence will be a bonus but is not required
relationship in informing the public or and digital marketing allows the marketer to reach
promoting their brand’s name. a finite number of consumers easily.

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Documentation Traditional methods of marketing Digital platforms provide the description in softcopy
provide the hard copy of over the website, or through videos, youtube, etc.
product(s)/service(s) description which which can be accessed anytime anywhere as per the
can be read again and again. consumer’s requirement and it provides paper-free
documentation.
Consumer Very less interaction is involved in Digital marketing, on the other hand, offers a
traditional marketing as the promotion number of digital platforms to the
Interaction mediums are not flexible enough to consumers/customers/buyers like social networking
incorporate the customer’s interaction. sites, e-commerce websites, and different apps for
collecting their feedbacks where they can put their
views about the product /service.
Marketing Cost Traditional marketing is expensive as it Digital marketing is less costly than the traditional
involves printing, radio/tv method of marketing as everything is online and the
advertisements which cost more to the use of social websites does not cost even a penny.
company. Based on the marketing requirement the business
can opt for paid ads if they want to.
Marketing The result analysis is complex with On the other hand, in digital marketing, data and
traditional marketing as the companies facts are recorded and stored online which makes it
Analysis need to rely on the surveys and the easy for the marketers to analyze the marketing
findings of the market. result.
Real-Time With traditional marketing methods, Online marketing or digital marketing gives quick
the company must wait for weeks or results and thus it is easy to get real time marketing
Result months to get the result. results.

Interruptions Consumers cannot choose to
advertisements or other things that are
causing interruptions.
Strategy As traditional marketing methods does
not provide real-time results, drafting
Refinement the marketing strategy takes time as it
is dependent on the marketing results.
Communication Traditional marketing involves one-way
communication as marketing mediums
are quite rigid.
skip Digital marketing/online marketing methods let the
consumers/customers/buyers skip the interruptive
part and continue to engage with the
product(s)/service(s).
Digital marketing provides real time results; thus,
strategy refinement becomes very easy and the
marketing team can opt to change or update their
market strategy as per the market results.
Online marketing, on the other hand, promotes
two-way communication and thus helps to satisfy
the customer and make the customer feel that they
are being listened to and served.

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Conclusion
Summing up all the points it is evident that digital marketing is taking over traditional
marketing because of a greater number of advantages and facilities being offered to the
consumers/buyers. Consumers are independent and not bound to patronize any brand
and online marketing offers hassle-free marketing, returns, and cashless transactions.

MARKETING MIX AND ONLINE MARKETING:

Marketing mix, commonly known as the four P’s namely Product, Price, Place and
Promotion was first suggested by Jerome McCarthy (1960) and is a vital aspect for
establishing and executing the marketing strategies. Let us view in detail the
different elements of the marketing mix on the context of online marketing.

Product:
Online marketing can lead to the improvement of the products in a lot of ways.
Online marketing pave the way for the market researchers to evaluate the customer’s
need and the criticism from them can be used to change the existing products and
develop new products. Tesco’s online shopping website records the repeated
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purchases of the customers, which they use later on to provide a customized list for
fast purchasing. It also facilitates a chance to customize the products as per the
consumers wants like www.nike.com who offers customized instructors just for
clients.

Price:
This refers to the pricing policies of an organization which are adopted to determine
the price for a product or service (Chaffey 2003). Baker et al. (2000) discovered two
habits that have been used by the manufacturers while marketing their products
online namely; Setting up a low price for the products by beginners.
Following the existing price in the internet by the current companies.

A benefit of usage of internet is that it helps to minimize the costs on search that
shoppers would have to bear while searching for information about new products
and services. It also makes the shopping more active as the famous auction site
www.ebay.com which makes the users to bid the price for the products. Online
marketing makes the transaction more transparent making it almost impossible for
the suppliers to manipulate on cost. The customers can also view sites to know the
best deals for a particular product like www.shopmart.com, www.easyshop.com etc.

Place:
The place element in marketing mix explains the way a product is distributed to its
end consumer. Allen and Fjermestad (2001) say that the biggest implication created
by the internet in the marketing mix is for the place. This is due to the world wide
reach of the internet. Internet has opened before the organizations a new channel to
make their products reach their customers, apart from the traditional way of sales
helping to cut down the barriers between both the parties. The huge investment that
has to be made in stores can be reduced with business taking place in a much realistic
way.

Entry of internet into the marketing mix has avoided the retailers or third parties
between buyers and consumers making it more challenging for the existing online
retailers to ensure on time logistics.

Promotion:
The promotion element of the marketing mix shows how marketing conversation is
made within the customers and the stake holders about the company and their
products (Chaffey 2003). It deals with exchanging information regarding a product

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or service to the target market. Burnett (1993) defines promotion as the marketing
function concerned with persuasively communicating to target audiences the
components of the marketing program in order to facilitate exchange. The main
ingredients of promotion mix are-

 Sales promotion
 Advertising
 Personnel selling
 Public relations
 Direct marketing

The internet is nowadays being used as an effective tool for marketing

communication. The internet made it available before the companies, yet another
way of channel to communicate to the buyers about the product offerings. The idea
of online marketing can vary the promotion mix in the following ways:

Evaluating the way the internet can be used at various phases of the purchasing
mode.

Revising new ways of using the ingredients of the promotion mix.

Applying promotional tools to serve in various phases of customer relationships like

attaining visitors for the first time and retaining them as a regular visitor.

While using internet as a tool for marketing, it become possible for the organization
to send emails on proper authorization basis, containing information related to the
products which makes it possible for the company to maintain a long term
relationship with the buyers online.

Reference used:
McCarthy, J.(1960) Basic Marketing: A Managerial Approach. Irwin, Homewood, II
Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: a famework and case
analysis, Logistics Information Management 14(1/2) 14-23.
McCarthy, J. (1960) Basic Marketing: A Managerial Appraoch. Irwin, Homewood, II
Burnett, J,(1993) Promotional Management, Houghton Mifflin, Boston
Baker, W., Marn, M. and Zawada, C. (2000) Price smarter on the Net, Harvard Business
Rview, February, 2-7.
Chaffey, D., Mayer, R., Kevin, J. and Chadwick, F.C. (2003) Internet Marketing

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IMPORTANCE OF ELECTRONIC MARKETING IN BUSINESS
TODAY
The requirements and wants of the consumers can be better understood, by knowing
more about the consumers and also analyzing ways of providing their needs. This will
essentially help in convincing the consumer’s or buyer’s requirements, earlier than your
opponent. The information curve of the marketer’s can be enhanced based on the
growing information of the customer’s. It is highly significant to deliver the correct goods
and products to the consumers with precision, in order for the consumers to be satisfied.
By establishing the principle of adding value to the services of every consumers or buyers,
the marketer’s can be warned in advance of the ineffective and expensive competitive
approach which can be achieved by the usage of electronic marketing. A superior and
higher conventional product status and equity of the company’s manufactured goods and
services can be obtained, by adding high value to the manufactured goods. A good or
bad opinion of the company’s adopted strategies or actions achieved, can be obtained by
setting off a workers criticism system. The usage of electronic marketing or existing
communication schemes can help to improve such circumstances. The usage of online
marketing can be limited to the following listed business conditions.

An instance of the usage of online marketing is in the Company communications, A cheap

and extensive, method of communication is the E-mail. It is a easy and lasting medium. It
is used to send messages to unite with people using an already listed names and
addresses. It has been an ever growing means of communication within the organization.

Another fearful task that has been improved by online marketing is marketing research.
The approaches used by the different companies can be examined, and the discussions
with the companies can be preserved for discussions over a extensive phase of time.

Another business condition where online marketing can be utilized is marketing planning
and sales support. It is possible for additional people to use this intermediate for
advertising information.

Online marketing is also used in another situation – productivity innovations. The usage
of the electronic medium helps the sales personnel’s, as it speeds up the answers to the
consumer’s queries about the product particulars, stock levels etc.

Online marketing and sales practice will be more useful to the business-to-business
relations in the instant future. High confidence and prospects will be accepted by the
customers since the business sections overlay the pathway.

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Electronic marketing can also be used in the scenario of Customer loyalty. The buying
behavior of the consumers are tracked by the companies, for which in depth databases
are created.

Another business scenario where online marketing is utilized is globalised reach. So,
international marketing can be obtained easily as internet helps to interconnect
organizations.

Online marketing is used for a organization to obtain competitive intelligence. It is useful

for the competitor’s to analyze our market information using the World Wide Web, and
vice-versa.

Efficient cost utilization is obtained using online marketing methods. It is usually cost
effective, even without including installation charges. Even with installation charges
included, when contrasted with the customer advantages obtained, it is cot efficient.

Controlling of partnering and logistics is easy through the use of online marketing
methods. It is easy for people in organizations to connect through the usage of electronic
marketing resources. Internal intranets, or extranets, and agreements or associations with
organizations may come under the connection medium. Corporate recruitments are
another sector utilizing online marketing resources. Workers, advisors, government
papers, specialty.

Future of Online Electronic Marketing Resources

It is possible for the e-marketer to support and develop the value chain processes of
electronic commerce for each and every person’s advantage, as a result of the physically
powerful base of electronic marketing resources. Solid effort, a number of successes and
a little failures may be engaged in this process. In order to obtain profits for all of the
marketing processes, it is necessary for the e-marketer to demonstrate serious thinking
talents of the tactical and planned market scheduling and also be able to employ the
available methods of electronic marketing effectively.

The complex methods of electronic marketing is utilized in order to create value-added

services, which produce results that are unthinkable in structure, even though a variety of
electronic means are available to use. On the other hand, in order to get an explanation,
it is necessary to estimate the present situations. A total of four aspects or issues are given
below by which the electronic marketing may be affected by or may affect, which have
been obtained by considering and arranging all the sustaining and contradicting data in
an order:

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  Development of technology
 Growth of the existing software
 The accomplishments achieved by combining Internet achievements
 The motivating force required by the marketers to provide better service to their
consumers
With the help of electronic marketing, a number of advantages can be obtained which
include providing a means of communication between the e-marketers and the customers
of the organization, as possible in a small sized business. It is required for the e-marketer
to prepare and train well, as a variety of advantages are obtained by employing electronic
marketing.

Business Web Sites: B2C, B2B, C2C

The sites which sell or market products and services even if it is the order takers or others
who are more person-oriented mainly include in Web categories which are business to
business (B2B), Business to Consumer (B2C) or Consumer to Consumer (C2C). Some sells
to both consumers and businesses. (Internet Marketing by Barbara G. Cox and William
Koelzer).

BUSINESS TO CONSUMER SITES (B2C)

The sites of B2C are more familiar to the public who uses the internet. In most of the
industry, they market goods and services to the consumers. There are many stores such
as department; clothing, electronics, food etc have their Web sites to sell the products.
These sites don’t have a store like buildings. They only sell their products through the
internet. But not all these sites sell through online itself, the consumer buy their products
from office, local store or even by telephone. The examples of B2C sites are amazon.com
(books and other related products), staples.com (office supplies) etc. The online shopping
is getting higher due to the increase in computer consumption in households.

BUSINESS TO BUSINESS SITES (B2B)

The market of B2B is increasing in an amazing rate. On the basis of Jupiter Research, the
companies around the world will hike up their expenditure on B2B. As per the aggressive
estimation of Goldman Sach, the worldwide spending through B2B will reach high rates
in the coming years and he assumes that 80% of B2B worldwide commerce will be held
online around the next 20 years.

On the basis of Active Media Research, the majority of B2B sites are created for double
purpose that is to sell both the products and services directly or indirectly around 98% of

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sites, 73% of them gives information. The main aim of making sales of the 77% of sites is
by making an offline contact with the customers.

CONSUMER TO CONSUMER (C2C)

Majority of the Consumer to Consumer sales occurs through auction sites. In a survey
conducted by Harris Interactive where The National Consumers League was the sponsor,
it was found that the bidders of online auction of 83% had purchased things in the online
auction. According to the report, 75% of the buyers have pay out average of $100 or less
and the 21% have payed amount between $100 and $500.

So in auction sites, the sellers will post their things to sell and their items will be bided by
the customers. And the highest of those customers bids wins the thing which is for sale
believing that the bid will meet a fixed minimum amount. A small amount of commission
will be taken from the seller’s bank account by the auction site if each of his item get sold.
The buyers won’t pay anything to the site.

The best example for Consumer to Consumer site is E-bay. It is the biggest Consumer to
Consumer auction site. E-bay has been a great model for the auction sites which are
emerging now to help the businesses conduct e-commerce. Although eBay is generally a
consumer to consumer service, the simplicity of this site is a great value of study for
buying or selling the products in a Business to Business auction site by any business
planning. In eBay, and many other auction sites the users will register and if they are
planning to sell anything on the site, they can set up a way of payment, usually financial
account or credit card that makes the funds transfer. The buyers will be able to analyse
what they are looking for by entering the key words of any particular product in the search
engine and the site will display products list for sale. The sellers will make the payment
for listing and selling their products. Insertion fees will be charged by eBay generally
around 25 cents and $2.00 which will rely upon the opening bid, and a fee will be charged
at the end of the auction which will be between 1.25 percent to 5 percent of the final
selling price. The enhancements like featured placement or bold font will also be charged
as an extra fees (Internet Marketing by Barbara G. Cox and William Koelzer).

Benefits of Online Marketing

[http://www.wisdomportal.com/Books/OnlineMarketing.html]
[http://marketing.about.com/od/internetmarketingstrategy/a/marketingonline.htm]
Benefits gained by the Consumers:
(1) Appropriate- customers can buy anything on their will for 24 hours without
communication with the store physically.

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2) Cooperative & Instant-the buyers can get the information of the products they are
interested in, from the seller’s site and then download those instantaneously.

Benefits gained by the Marketers:Â

(1) Increasing the relationship between the customers- The organizations can
communicate with the customers to have a detailed knowledge about their needs and
hence building customer databases.

(2) Reduction in the costs and enhancing efficiency- Avoid the costs involved in building
a store, amount for rents, insurance and amenities. Digital catalogs are way lesser than
the printing paper catalogs.

(3) Improved flexibility- For a paper catalog, its products and values are constant till the
next printing takes place whereas an online catalog can be modified on a daily basis or
also hourly, considering the products ease of use, its amount, and advertisings, to get
along with the fluctuating market conditions.

(4) Access to Global Markets- The Internet is an accepted medium by the whole world,
which helps the consumers and sellers to be linked within any countries in mere seconds.

Four Methods to Exhibit Online Marketing:Â

(1) Building an Electronic Storefront- Companies can be allotted an area by the online
service or can create a new Website on their own wish. These sites help in creating a
communication between the customers which helps them to be more close to a purchase.

(2) Introducing Ads Online- Companies can create ads online in three methods:

(a) First one being, the classified ads in the significant areas of high class online services.

(b) Ads displayed in Internet news which are meant for commercial usage.

(c) Purchase the online ads that come up while browsing the net like the pop- up windows.

(3) Taking part in meetings, newsgroups, or communities posted by the web which are
interesting for certain groups.

(4) Usage of Online E-mail or Webcasting- Companies can provide newsletters provided
by the customers, or advertising options depending on the history of the customers who
are purchasing. Through Webcasting, matters relating the customers’ interest can be
delivered.

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ONLINE MARKETING [http://www.yourdictionary.com/dictionary-articles/define-online-
marketing.html ]

Marketing online delivers the message of spreading marketing budget for a majority of
companies. Online marketing produces many more advantageous solutions when
compared to out-dated and offline marketing. In other words this can be termed as
Internet marketing or web marketing. This method is adopted by those companies where
goods are sold to the customers directly including those who are involved in a business
to business model.

Understanding the different types of internet marketing strategies

Do you understand the different types of internet marketing strategies and how they can
help your business thrive? In any discussion about promoting a business, internet
marketing strategies are cited as the most effective and cost-friendly ways to promote a
company and generate leads. Before you can put these strategies to work helping your
business, you need to understand what each one involves and what they offer. To help
get you start marketing your business online, here is a quick guide to the top nine types
of internet marketing strategies.

1: Search Engine Optimization (SEO)

SEO or search engine optimization is the process of adjusting your website to improve
its organic, free, or “natural” placement in search results. SEO consists of on-page
factors (content, structure, and user-friendliness) and off-page factors (links from other
sites, social shares, authority). SEO strategies involve adjusting certain elements on
your website so it meets Google’s requirements while making sure your website
presents the best overall experience for visitors.

2: Search Engine Marketing (SEM)

Search engine marketing or SEM is the process of using paid search (Pay Per Click ads)
to gain website traffic. In the past, SEM was used as an umbrella term that encompassed
SEO and paid search. Over time, as the digital marketing industry evolved, the term
SEM stopped being used for both types of internet marketing strategies, and has come
to typically refer exclusively to paid search activities (according to Search Engine
Land).

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3: Pay Per Click or Pay Per Call (PPC)
PPC marketing can be broken down into two main categories: paid search (see above)
and paid social marketing. Ads are published on search engines or social platforms, and
companies are charged every time their ad is clicked.

Google AdWords is the most popular paid search platform, followed by Bing Ads,
which also serves search ads on Yahoo. Search marketing encompasses display, mobile,
retargeting/remarketing, and paid social advertising.

Facebook, Twitter, Instagram, and other social platforms have expanded their ad
offerings and made it more difficult to achieve organic views of marketing posts. As a
result, paid social is accounting for a higher percentage of most companies’ PPC ad
spend budgets. PPC strategies can create a dramatic, short-term boost in visibility and
sales.

4: Content Marketing
Moz defines content marketing as the creation and distribution of relevant, valuable
content to communicate with customers and achieve your marketing goals. Content
marketing strategies focus on communicating with customers, rather than selling,
providing content that educates, amuses, or otherwise provides value to customers on a
consistent basis in order to attract and retain a specific desired audience.

Content encompasses virtually any information format disseminated online such as

blogs, videos, podcasts, infograms, social media posts, and more. High quality content
plays a role in all the main types of online marketing strategies, including SEO, PPC,
social media marketing, email marketing, etc.

5: Social media marketing

Social media marketing is the use of social media platforms and websites to promote
your business and connect with customers. Social media marketing does not necessarily
drive sales. Instead, it is often used to increase engagement, build links and bring
content to the attention of customers, and create a distinctive “brand”.

6: Email marketing
Email marketing is one of the most cost-effective types of digital marketing strategies.
Email is often cited as the “more effective replacement” for direct mail marketing, as
you can directly reach a wide network of customers in an instant with newsletters, ads,
or reminders through email. Email marketing can be very specifically targeted using
demographics and other information to segment lists and achieve the best result.

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7: Influencer marketing
Influencer marketing is one of the newest types of internet marketing strategies but it is
expected to become increasingly popular in 2018. Influencers (individuals with a strong
social following) are paid to promote your company’s products or services. When you
find influencers who are in line with your company’s values and resonate with your
customers, this marketing strategy can be highly effective for some companies.

8: Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting or advertising
other companies’ products or services. Affiliate marketing often consists of promoting
a product through a blog or video, or featuring ads on your website. You receive a
payment for every sale made through your links.

9: Reputation marketing
Reputation marketing consists of using press releases, social media, and customer
review platforms to develop a positive perception of a company. Online referrals and
reviews have become increasingly important in certain industries such as the travel
industry. Reputation marketing involves developing a distinctive brand, encouraging
customers to post reviews, and responding quickly to resolve customer concerns or
complaints on social media and review platforms.

Now that you have a better understanding of the different types of internet marketing
strategies, it’s time to put them to work for your company! As a leading Fort Lauderdale
internet marketing company, Blue Interactive Agency can give you all the tools you
need to start effectively marketing your company on the internet. We can provide
everything you need, including a responsive web design, SEO content creation services,
social media marketing services, and much more.

E-marketing and customer relationships

A website can be a useful way of collecting customer information for e-marketing purposes and
for building successful relationships with them.

Provide engaging content

It's important you think of meeting your customers' needs on your website, rather than use it as a
place to put company information your customers may not need. Think about what you can add
to your website that will benefit your customers and add value, eg online discounts to the products

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or services that you provide. A blog can be another way of providing more engaging content for
your customers.

Answering frequently asked questions

Having a frequently asked questions section on your website shows you're ready to help. It may
also save you time and money by reducing the number of phone queries.

Provide an email facility for queries and customer feedback. Respond to queries promptly and let
people know their comments are appreciated. Provide full contact details, particularly phone
numbers, for people in need of an immediate answer or they may look elsewhere.

If you use social media, such as Facebook, you will need to be quick to deal with queries from
customers. If you are prompt in dealing with negative feedback, it can benefit your business
because it shows you care about your customers.

Asking visitors to register

Many businesses ask first-time visitors to their site to register. Although this can be useful for
gathering statistics and email addresses, it may put them off. For example, if you sell products
from your site, it may stop customers from completing the sale.

Most people will not sign up unless there is an incentive for doing so, such as an e-newsletter,
special offer or access to further information that is not available to non-subscribers. Ask for the
minimum details possible.

Customer relationship management

Many businesses invest in a customer relationship management (CRM) system to improve their
customer services. The CRM system brings information like customer data, sales patterns,
marketing data and future trends together with the aim of identifying new sales opportunities,
delivering improved customer service, or offering personalised services and deals. If your website
uses a content management system it may be possible to integrate it with your CRM - to provide
more targeted marketing to your customers online.

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Online Customer Behavior:
Consumer behavior is about the approach of how people buy and the use merchandise and
services. Understanding consumer behavior will assist business entities to be more
practical at selling, designing, development of products or services, and every other
different initiative that impacts their customers. In this tutorial, it has been our endeavor to
cover the multidimensional aspects of Consumer Behavior in an easy-to-understand
manner.
With the evolution of online communication through internet, customers now see online
advertisements of various brands. It is fast catching up with the buying behavior of
consumers and is a major source of publicity for niche segments and also for established
brands. This is the new way of digital revolution and businesses worldwide have realized
their worth.
Examples − Online catalogues, Websites, or Search engines. When customers have
sufficient information, they will need to compare with the choices of products or services.

Online Customer Behavior Process

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According to the above figure, in the search stage, they might look for the product reviews or
customer comments. They will find out which brand or company offers them the best fit to their
expectation.
During this stage, well-organized web site structure and attractive design are important things to
persuade consumers to be interested in buying product or service.

Stage 1
The most useful characteristic of internet is that it supports the pre-purchase stage as it helps
customers compare different options.

Stage 2
During the purchasing stage, product assortment, sale services and information quality seem to
be the most important point to help consumers decide what product they should select, or what
seller they should buy from.

Stage 3
Post-purchase behavior will become more important after their online purchase. Consumers
sometimes have a difficulty or concern about the product, or they might want to change or return
the product that they have bought. Thus, return and exchange services become more important at
this stage.

Factors of Online Customer Behavior

The first elements to identify are factors that motivate customers to buy products or
services online. They are divided into two categories − external factors and internal
factors.
 The External Factors are the ones beyond the control of the customers. They
can divide into five sectors namely demographic, socio-economic, technology and
public policy; culture; sub- culture; reference groups; and marketing.
 Internal Factors are the personal traits or behaviors which include attitudes,
learning, perception, motivation, self image.
 The Functional Motives is related to the consumer needs and include things like
time, convenience of shopping online, price, the environment of shopping place,
selection of products etc.
 The Non-Functional Motives related to the culture or social values like the brand
of the store or product.

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E-marketing plan:
Executive summary-

The executive summary of your e-marketing plan should provide a short synopsis of your entire
e-marketing strategy. It should include highlights from each section of the rest of the document.

The executive summary should provide enough detail to interest senior executives and
encourage them to buy in to the e-marketing plan and how it can benefit the business.

It should be concise - ideally a page in length - and easy to understand. You should write this
section of your plan after you have completed the rest.

The summary should outline the following:

 your business environment

 the key issues that have emerged from your situation analysis
 the key objectives of your e-marketing plan
 the strategies and tactics to be used
 the projected outcomes and expected return on investment

The situation analysis section of your e-marketing plan should include an analysis of your
business' internal (micro) and external (macro) environments.

Internal considerations include your:

 customers
 market
 current online proposition
 competitors

External considerations could be:

 social - how changing consumer attitudes could affect your approach

 legal - ie complying with e-marketing laws, such as data protection
 environmental - eg making sure your approach is ethical and sustainable
 political - how local or national government could impact on your plan
 technological - how advances in technology could affect your marketplace

Objectives and strategy-

The objectives you decide on for your e-marketing need to be SMART (Specific, Measurable,
Attainable, Relevant and Timely).

You should think about how they will align with your overall business' goals and your key
performance indicators.

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You should also consider what the return on your investment will be - this is likely to be financial,
but could also include, for example:

 an improved conversion rate

 greater brand awareness
 an increase in visits to your website
 a greater market share

Your plan needs to look at the whole customer journey - ie how a customer will become aware
of your brand, why they will then want to visit your website and how easily will they be able to
make a purchase or register once on your site.

Strategy

Once you have defined your objectives, you should provide a summary of your strategy, showing
how you are going to use e-marketing to meet your goals. This should summarise the 'big picture'
and lead into the next section of your plan, in which you will define the tactics that you want to
use.

Tactics-

The tactics section of your e-marketing plan will describe how you will implement your strategy,
and defines the channels and tools that you will use.

Your tactics should include:

 a summary of your digital marketing mix - what channels will you use?
 the reasons why you have chosen each channel and details of implementation
 the customer segmentation that you will use and how each channel will be targeted
 a summary of the metrics that you will use to measure performance for each channel
 what key performance indicators you will use to assess performance

There are several digital marketing channels that you can use.

Email

Email marketing allows you to create more targeted and personalised messages. Tis helps you
to build more meaningful relationships with your customers while improving response rates to
your direct marketing campaigns.

It can also be a more effective alternative to traditional marketing because e-newsletters are
cheap - or free - to produce.

Short messaging service (SMS)

SMS (text messages) allow information to be sent to groups of people quickly and conveniently
like emails.

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Websites

Websites offer a flexible option to meet any marketing need. However, with so many other
websites, you need a strategy for getting yours noticed and used. For more information, see our
guide on search engine optimisation.

Text marketing

Targeting customers using mobile phone messages can be a very powerful marketing tool when
used appropriately.

Social networking

Social networking websites like Facebook, Twitter and LinkedIn can be excellent tools for
interacting with your existing customers and making new business contacts.

Blogs

If you're an expert in your field, think about sharing that expertise online. Offering advice or
opinions on your own internet blog can help you promote yourself and your business.

Blogs also tend to get high rankings from search engines, so having one can make it easier for
potential customers to find out information about your business.

Budget-

The final section of your e-marketing plan will outline your budget for achieving your objectives.
This should be a single spreadsheet that lists:

 what you plan to spend overall

 how this will be broken down across tactics over a fixed period
 any financial key performance indicators or milestones that need to be met
 potential return on investment across channels
 a summary of projected benefits - which can be used in the executive summary

The summary of projected benefits should include estimates of how much traffic will be
generated from each tactic and the number of prospects that will likely go on to convert.

You should also include an analysis of projected sales for each tactic and the profit that each will
generate. This will help you quantify the net profit from your overall e-marketing plan.

Legal issues-

There are a number of regulations that relate specifically to e-marketing.

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Email and SMS marketing - regulations

There are rules covering marketing emails and SMS messages to individuals.

You are legally obligated to use an opt-in consent procedure for commercial emails - which
means you can only target people who have agreed to be contacted.

The rules only apply to new customers. You can continue marketing to existing customers
provided they can opt-out of future messages and the marketing messages cover similar
products and services.

You must also clearly mark your emails with your contact details and include a valid return email
address.

Your website

All websites should carry your company's registered address and company (or charity)
registration number.

Using cookies

Cookies are text files that are stored on a user's computer when they visit a website that uses
them. Thereafter, the cookie sends information back to the website and can be used to monitor
browsing preferences of users, eg types of goods searched for, pages visited and length of dwell
time on each page.

You must tell visitors to their website that you use cookies and obtain their consent. You must
also tell your site users how you use cookies.

Assembled & Edited by:

Md. Touhidul Islam
Assistant Professor
Dept. of Business Administration
NPI University of Bangladesh.
Mail: touhid@npiub.edu.bd

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