Dr.

M V SUBBARAO

DIGITAL MARKETING

UNIT..II

ONLINE MARKETING OPPORTUNITIES AND CHALLENGES

Internet or Online marketing is defined as the main founding of monitoring tools and
performance that are used for endorsing product and services with the help of Internet. It
comprises a broader variety of promoting components than customary trade advertising due to
the additional networks and marketing machinery accessible on the Internet. , Internet-
marketing enhances an entirely new component to the marketing mixture. Many industries are
making great outcomes with Internet-marketing and its elastic and cost effective environment
create it predominantly appropriate for small organizations. Internet-Marketing rises due to the
claiming of marketing philosophies and methods through electronic media and more precisely
the Internet. The terms, Internet marketing, E- Marketing Digital marketing, Online marketing
Web marketing and Search engine marketing are often swapped, and can frequently be
measured identical. Internet Marketing is a process in which a company advertises the product
on the internet.

A valuable outline for developing operative Internet-marketing aims is the five outlines.

1)To Sell Products or Services with the use of Internet

2)To Serve The customer by using the internet

3)To use the Internet to communicate with the customer(existing customer and potential
customer)

4)To use the internet to save or to reduce the cost

5)To use the internet to build the identity of a brand.

Project Objective

Different methodologies of online marketing

Online marketing or internet marketing comprises quite a lot of ways and methods.

1) Online Advertising

The greatest recognized method of online marketing is online advertising/ promotion or

promotion. In this technique, computer-generated space is being used to place put advertising
posts on different websites to fascinate internet consumers. Just like the ways offline
advertising and further types of online advertisement, the main goal of online marketing is to
raise sales of the product/service and to construct product responsiveness.
2) Email marketing

E-mail marketing, by means sending e-mail for advertising posts to internet consumers, has
reflected one of the most operative approaches of online advertising.

3) Search Engine Optimization (SEO )

Today it is barely imaginable to visualize a business which does not have a particular website.
Building a graceful website does not always give essential outcomes with the perfect volume of
visits. To gain this objective to be completed an alternative online marketing called SEM must
be used. In fact, one of the key approaches of accompanying online advertising is search engine
optimization, which is also known as search engine advertising. SEO is a skill, ability, and
science of dynamic web traffic to web sites(Reza Kiani, 1998)

4) Affiliate advertising is a key section of online advertising ways and raises due to the process
of attaining a commission by endorsing products or services of a new company. Likewise in this
technique, two or more website holders can form the connection to raise joint economic profits.
Concerning its meaning, “affiliate marketing is merely defined as A web-based marketing
preparation that is often consuming automatic structures or particular software in which a
business rewards their partner for each visitor, client, or sale which is carried around as an
outcome of associate’s advertising struggles. In most of the cases, the incentive is financial in
the form of a monthly payment.

Social Media Marketing

Social media has transformed every piece of our life intensely. In fact, it has developed the
technique of declaration in the 21’t century, allowing us to show our faiths, thoughts, and routine
in a completely new way. Outside varying our way of accompanying social time, social media
delivers the world of advertising with unparalleled chances and also have an enormous
influence on business, where they have to understand that without a precise plan and social
media policy they have no chance to stand out in the fast fluctuating digital liberty. Social media
particularly is encouraging for small companies because increases their viable advantage.

Opportunities of Internet based Marketing/advertising:

Some of the advantages of Internet marketing

Worldwide Reach: the web can be reachable to any part of the world which has access to the
internet. This allows discovering new marketplaces and challenging worldwide with only a small
investment.

Lesser cost: A properly scheduled and efficiently targeted Internet-marketing movement can
reach the correct customers at a considerable lesser cost than customary marketing
approaches. Obedient, quantifiable outcomes advertising by email or banner promotion marks it
stress-free to create how active your movement has been. You can get comprehensive info
about clients’ answers to your promotion.

Round-the-clock marketing/Advertising: Through a website, the clients can find out about their
business’s products even if the company’s office is not open.

Personal Exposure: If the customer record is connected to the website, then every time
someone opens the website, one can receive them with directed offers. The additional they
purchase from you, the more you can improve your client summary and marketplace efficiently
to them.

Speed: E-mails are sent straight to the receivers

More interesting promotions:

Internet-marketing allows you to make collaborating movements using graphics, music, and
videos. You can conduct your clients a game or a contest whatsoever you think will make him
attend them.

Further Opportunities:

Globally more than 33% of customers buying from the online market.

Internet Marketing decreases prices of the products/services.

Internet Marketing has a huge potential for growth.

Affordable Computers, easy accessibility of computers and internet connections.

Needs of the customers.

CHALLENGES OF E-MARKETING

Marketing integration

Most main marketing efforts operate several networks, both online and offline. Email, Web
marketing, and most important Internet marketing must be assisted concrete, assessable aims
as part of an incorporated campaign. The difficulty is that they are frequently fingered as altered
parts of the work when they are thought to assist a concrete and quantifiable objective as part
of a cohesive movement.

Security and privacy:

Most of the people do not understand belief in Web corporations and are cautious about
proposing info about them on the Internet. This is particularly correct when corporations that
gather data are uncovered to spammers and scammers. To address this issue, it is authoritative
for Internet-businesses to accept a sound strategy and appliance a state of the art security
measures. The encryption method is an instrument that online corporations should think
through investing in.

Impersonal service

Businesses working online uses electronic approaches of providing client service, such as
mailing and placing info on the website to response probable user queries. This may be
apparent by the customers as just too impersonal. To address this difficulty, traders must make
well-organized check out techniques for selling goods through the Web sites. They can also
consider appointment call conducting services so that customers can make conversation to
real people when they have surveys or difficulties that need the immediate response.

Improving brand awareness this is mainly a big task for corporations to use the Internet to sell
their products and services. This is for the reason that unlike to the customary promotion (such
as radio, billboard, television and print media) in which the campaign’s message can be
strengthened and frequently presented to customers at the sellers’ will, online advertisements
can be closed off by the users as they are more opposed to it. Website companies are hence
faced to be more advanced in their advertising policies.

Other Challenges:

Low proportion of computer diffusion..Internet connectivity issues.

The Low fraction of customers entering into online businesses...Increasing Cyber-crime.

Communication with the IT Department..Intellectual Assets

Bad Marketing Campaign.