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HAVE A NICE DAY

seminor Prasentation Byy J.Rajesh

INTERNET

MARKETING

INTRODUCTION
Internet marketing is the fastest growing and most
exciting branch of marketing method today. Internet marketing also called online marketing and E Marketing is any marketing activity that is conducted in online , with the help of internet.

Internet marketing: Using the Web, as well as traditional channels, to develop a positive, long-term relationship with customers, thereby creating competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge

Internet marketing has three principles


Immediacy. Personalisation Relevance.

ADVANTAGES OF USING INTERNET IN MARKETING It is Fast. It is Cheap. It is Convenient and Global

DISADVANTAGES OF USING INTERNET IN MARKETING


It is not Truthful . Acquire the wrong information. No sensible resources and knowledge

THE SEVEN-STAGE CYCLE OF INTERNET MARKETING


Step 2 Formulating the Marketing Strategy Step 3 Designing the Customer Experience

Step 1 Framing the Market Opportunity

Step 4 Crafting the Customer Interface

Step 7
Evaluating the Marketing Program Step 6 Step 5 Designing the Marketing Program

Leveraging Customer Information Through Technology

Branding in Internet marketing


Brand

Typically brand defined as a name, logo or symbol that helps one identify a companys products or services Customers experience can be considered part of its brand Brand equity The value of tangible and intangible items is a brand and its monetary value of the product, brand is customer perceptions and customer loyalty to a company and its products or services Internet-only businesses must develop a brand that customers trust and value
Brand uniformity will increase brand recognition

Branding

Product

Pricing

Communi cation

Ultimate consumer

Distribu tion

Internet Marketing Research


Marketing mix includes (4Ps): Product or service details and development Effective pricing Promotion Distribution Traditional marketing research Consists of focus groups, interviews, paper and telephone surveys, questionnaires and secondary research Findings based on previously collected data Online marketing research Faster option for finding and analyzing industry, customer and competitor information Provides relaxed and anonymous setting to hold focusgroup discussions and distribute questionnaires

Demographics Statistics on human population, including age, sex, marital status and income Psychographics Can include family lifestyle, cultural differences and values Segmentation Can be based on age, income, gender, culture and common needs and wants Traditional focus groups can allow customers to touch, smell and experience products or services

Online focus groups

Online surveys

Conducted to allow current or potential consumers to present their opinions about products, services or ideas Comfortable setting for participants Leader of the focus group cannot interpret a participants body language as a form of communication SurveySite

Data collected from a companys Web site

Conducted from Web site or through e-mail InsightExpress.com, GoGlobal Technologies and QuickTake Test your site and marketing campaign on a smaller scale with focus groups and trials

S O S TAC A G E N E R I C F R A M E WO R K FOR E-MARKETING PLANNING

THE ELEMENTS OF THE MARKETING MIX

E-mail Marketing
Fast, cheap, far-reaching
Response rate personalization Improve customer service Permission-based marketing

Traditional Television, movies, newspapers and magazines Prime-time television slots most expensive times to air commercials Publicize URL Direct mailings Business cards Online advertising Place links on other sites, register with search engines

E-business Advertising

Banner Advertising
Banner ads Located on Web pages, act like small billboards, usually contain graphics and an advertising message Benefits include: Increased brand recognition, exposure and possible revenue Side panel ads or skyscraper banners Advertisements that lie vertically on Web sites Banner advertisements are losing their effectiveness Industry has calculated click-through rates at around .5 percent Place logo on banners, enhancing brand recognition

Internet Marketing Technologies


Web transaction logs Cookies and Web bugs Databases, data warehouses, and data mining Advertising networks Customer relationship management (CRM) systems

Web Transaction Logs


Built into Web server software Records user activity at a Web site Web Trends a leading log analysis tool Can provide treasure trove of marketing information, particularly when combined with: Registration forms used to gather personal data Shopping cart database captures all item selection, purchase and payment data

Cookies
Cookies: small text file that Web sites place on a visitors client computer every time they visit, and during the visit as specific pages are accessed. Cookies provide Web marketers with a very quick means of identifying the customer and understanding his or her prior behavior Location of cookie files on computer depends on browser version

Web Bugs
Tiny (1 pixel) graphic files embedded in e-mail messages and on Web sites Used to automatically transmit information about the user and the page being viewed to a monitoring server

Databases and Data Warehouses


Database: Software that stores records and attributes Database management system (DBMS): Software used to create, maintain and access databases SQL (Structured Query Language): Industrystandard database query and manipulation language used in a relational databases

Data Warehouses
Data warehouse: Database that collects a firms transactional and customer data in a single location for offline analysis by marketers and site managers

Advertising Networks
Best known for ability to present users with banner advertisements based on a database of user behavioral data DoubleClick best-known example Ad server selects appropriate banner ad based on cookies, Web bugs, backend user profile databases

Customer Relationship Management (CRM) Systems


Repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with an need to know the customer Customer profiles can contain: Map of the customers relationship with the firm Product and usage summary data Demographic and psychographic data Profitability measures Contact history Marketing and sales information

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