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E-MARKETING Internet has created dynamic new channels for marketers.

Internet is changing the design and implementation of marketing strategies. It provides marketers with efficient and powerful methods of designing, promoting and distributing the products, conducting research, and gathering information. Internet based promotion includes creating of websites, targeting emails, internet bulletin boards, sites for the customer to dial-in and download files.
Identifying Web Presence Goals  Physical space  Web space
E.g.Coca-Cola, Pepsi 1.Achieving Web Presence Goals i. Attracting visitors to the website ii. Making the site interesting enough so that visitors stay and explore. iii. Convincing the visitors to follow the site’s links to obtain information.

iv. Creating an impression consistent with the organization desired image. v. Building a trusting relationship with visitors. vi. Encouraging visitors to return to the site. Eg. Toyota

2. The Uniqueness of the Web  Email links  History, objectives and mission, products and services, financial information. 3. Meeting the Needs of the Website Visitors  Learning about products or services that the company offers.  Buying the products or services that the company offers.  Obtaining information about warranties or service and repair policies for products they have purchased.  Obtaining financial information for making an investment or credit-granting decision.  Identifying the people who manage the company or organization.  Obtaining contact information of a person or a department in the organization.

4. E-Marketing Value chain

Format 3. .  Offer easily accessible facts about the organization. Goals:  Convey an integrated image of the organization. Access 5. web browser. Content 2.  HTML format.Customer Acquisition(prepurchase support) Customer Support(during purchase) Customer Fulfillment(purc hase dispatch) Customer Support(post purchase) Site Adhesion 1. Excel spreadsheet file. Maintaining a Website  Communiation channels. bandwidth.  Allow visitors to experience the site in different ways and at different levels. PDF format.

Time spent before click. Advertising -. Direct measurement 2. Visitation – number of visits. duration. Provide visitors with a meaningful. Registered users. Time spent searching --. 6.customer to usage ratio 2. Time spent 3. search feature 4.site map.  Sustain visitor attention and encourage return visits. Emails and telephone calls 6. . two-way communication link with the organization.  Offer easily accessible information about the products and services. Indirect measurement Needs of Indirect Metrics: 1. Software metrics theory: 1.throughs 5. Metrics Defining Internet Units of Measurement Assessments: 1. Click-through captures 2.

Add items to the shopping cart 7. Search 4. Browse 3. Frequency of access 4. Connect to the home page and browse the site 2. Login 2. Occasional buyers and Heavy buyers Customer Model 1. Navigatinal patterns 2. Ecommerce functions used 3. Add to shopping cart 5. Search for titles according to various criteria 3. Login with a username and password 6. Pay Behavior of Customers 1. The Browsing Behaviour Model Session ApplicationProgrammingInterface(API) Different types of request 1. Register as a new customer 5.2. Times between access to the various services offered by the site Browsing Behavior model of an Online VideoStore Customer Functions: 1. . Pay for the items added to the shopping cart. Select one of the videos and view additional information 4.

40 (16/40)  Browse State = 0. Browse state = 15 times 4. Add to cart = 8 times Transition Frequencies are  Select State =0. Out of these Customer visit to the select state = 16 times 3.2(8/40) .Browsing Behaviour Model Browse Entry Home Login Select Add to Cart Register Pay Search Exit Transition Frequencies Consider the visit to ecommerce site 1. Customer visits to the Select state = 40 times 2.375(15/40)  Add to cart = 0.

Aggregate Metrics for E-business Sites Functions when customers get on the e-business website Category Functions Common Login Register Search Select Browse Retail Add item Remove item See Shopping Cart Create Registry Add to registry Check Status Pay Information Download Subscribe Listen Watch .

Cybersurfers How should Buyers Pay Online? 1.Standard Metrics 1. computer communications and digital interactive media to reach your marketing objectives. Revenue Throughput 6. Encryption and Decryption . Online Marketing Online Marketing means using the power of online networks. Send Credit card number online 4. Page views/Day 3. Set up an account with a merchant or a third party organization] 3. Click-throughs 4. Send a cheque or call 2. Unique Visitors 5. Cybercustomers 3. Cyberbuyers 2. Hits/Second 2. Potential Loss Throughput 3. 3 New Marketing Segments 1.

E-Advertising Various Means of Advertsing  Email  Banners  Sky scrappers  Banner swapping  Streaming video and audio  Effectiveness tracking  Mini sites and pop-ups  Interstitials  Sponsorships  Coupons  Pay per advertising view  Loyalty programs . Various Business that can Flourish on the Internet 1.5. Databanks 3. Digital Currency. Banking 2. Music 4. Retailing 4.

 Understand the customer.  Identify customer trends  Enable marketers to identify products and marketing opportunities. market and the competition. . Partnerships  Innovative customer acquisition  Providing information  Personalised online communication o Permission marketing o Personalized recommendation o Personalized advertisements o Personalized web pages o Personalized e-commerce stores Conducting Online Market Research  Consumer behavior  Identifying new markets  Testing Consumer interest in new products. Sample size Why Market Research is done?  Allows personal contacts with customers.

Data Analysis Results.  Administration of Questionnaires can be lengthy and costly. Recommendations . Tracking Customer Movements on the Internet  Cookies . Webmonkey. Implementation 1.com Issues inMarket Research  Customers may refuse to answer certain questions. Online Market/Research Process and Results Problem definition and research objectives Research Methodolgy.  Long download times and slow processing of Web-based questionnaires lead to frustrations on part of the customers. Eg. Data collection plan Data Collection. Develop those products or a service that customer really want to buy.

 Tools  Data modeling  Warehousing and Mining Eg.  Customer Orientation.  Increases loyalty. Limitations of Online Research o Laundry detergents o Uneducated women in Indian villages.  Recustomization of products.2. Royal Bank of Canada . Building Customer Relationship Based on One-to-One Marketing  Firm must be able to change how its products are configured or its services are delivered based on needs of individual customers. Market Segmentation  Emails  Segmentation is breaking the customers into smaller demographic segments and tailors its campaign to each of those segments.

population density. city. Lifestyles. Usage Situation Problems of Internet Marketing in India  We need to channelize the numbers appropriately by addressing the issues “Who is an Internet user in India? Use of Internet in India Used for E-mail Information Chat Education Downloads Music/Movies/Entertainment Jobs % of Users 90 50 43 41 38 27 23 % of Time 35 9 9 11 6 4 4 . Loyalty. Innovativeness. BEHAVIORAL DESCRIPTORS Region and states. Family size.Consumer Market Segmentation in India SEGMENTATION GEOGRAPHIC DEMOGRAPHIC PSYCHOSOCIAL COGNITIVE. Personality Attitudes. Climate Age.distric. Sex. Religion. Education. Caste. Occupation. AFFECTIVE. Involvement. Income Social Classes. village.

Educational and Age Profile of Users Undergraduates 8% Graduates 37% Professionals 29% Postgraduates 26% Age Profile of Internet Users in India AGE 15-20 21-25 26-30 30+ USERS(%) 25 29 14 32 .

GENDER GENDER Male Female % OF USERS 76 24 Points of Access for Internet in India INTERNET Home Cyber Café Work Others % ON A WORKING DAY 25 30 29 16 % ON A HOLIDAY 47 27 7 19 Data Mining and Marketing Research Capabilities  Automated prediction of trends and behaviors  Automated discovery of previously unknown patterns .

check the feasibility of adding routes Classifying customer demographics that canbe used to predict which customers will respond to mailing or buy a particular product. Capturing the data on where the customers are flying.Tools  Neural Computing  Intelligent Agents  Association Analysis Application of Data mining is Webmining  Text mining  Web access logs Data Mining Applications Industry Retailing and Sales distribution Banking Airlines Applications Predicting sales. Marketing . fraudulent credit card use. determining inventory levels and schedules Forecasting levels of bad loans.

Product Brokering 3. Need Identification 2. Negotiation 5.Internet Marketing Trends Technolgy-enabled Relationship Management E-CRM VS CRM Dimensions Advertising E-CRM Provide information in response to specific customer inquiries Identifying and responding to specific customer behaviors and preferences Individually tailored to customer CRM Push and Sell a uniform message to all customers Market Segmentation Targeting Promotions and discounts offered Same for all customers .Intelligent Agents in Marketing and Customer-Related Applications 1. Merchant Brokering 4. Purchase and Delivery 5.

E-BRANDING ELEMENTS OF BRANDING  Differentiation  Relevance  Perceived Value Books: Amazon.Travelocity . customer choice Negotiated with each customer Created in response to customer demands Customer retention.Yahoo!. total value of the individual customer relationship Through intermediaries chosen by the seller Set by the seller for all customers Determined by the seller based on research and development Market share.com Music: CD now Computer software: Microsoft Computer hardware:Dell Clothing: The Gap Travel:AOL. profit 6.Distribution channels Pricing of products or services New product features Measurements Direct or through intermediaries.

Traditional Marketing Brand Names of Internet Companies  Amazon.com  Priceline.com  Netscape  Yahoo. Incentive .com.Yesmail.MARKETING STRATEGIES  Permission Marketing Strategies o Conversion rate  Opt in mail Eg.com  Infoseek and Excite SPIRAL BRANDING  Consumers  Billgates upward spiral  Three-stage branding spiral Strategies for spiral branding  Search Engine Optimization  Affiliate Networks  Advocacy Marketing(Viral Marketing)  Permission E-Mail  Personalization and Mass customization  E-Care 7.

Alladvantages.com and The Hunger Site Page.com  Brand-leveraging Strategies Eg.com  Affiliate-Marketing Strategies Proflower.Eg.artuframe.  Viral Marketing Strategies  Website Naming Issues Eg.com as www.art.com . Amazon.Geocities and Broadcast.com.www.