Scope and promotion of ICT

in e-Marketing
Dr. K.M. Singh
Dean, Post Graduate College of Agriculture

Dr. Rajendra Prasad Central Agricultural University

Pusa, Samastipur, - 848 125, Bihar

Paper prepared for National Webinar on Role of Agricultural Sector in resilience of Indian Economy amid Covid-19 Pandemic
Organized by Mandan Bharati Agriculture College, Saharsa- Bihar
September 25 th 2020,
 What is an ICT application?

 Information Communication Technology (ICT) is defined as the

combination of informatics technology with other related
technologies, specifically communication technology.

 It is the cheapest means of communication.

 It is a broad subject and still evolving. It covers any product that

will store, retrieve, manipulate, transmit, or receive information
electronically in a digital form
 What is ICT
 The term ICT refer to the convergence of audio-visual and
telephone networks with computer networks through a various
linking systems.
 ICT covers any product that will store, retrieve, manipulate,
transmit or receive information electronically in a digital
form.
 ICT has no universal definition, since "the concept constantly
evolving on an almost daily basis.”
 Importance of ICT?

 ICT permeates all aspects of life

 It provides newer, better, and quicker ways for people to interact,

network, seek help, gain access to information, and learn.

 It has an immense economic significance.

 Chat, E-mail, voice mail and social networking all are means of ICT.
 Importance of ICT for business?

 ICT systems allow businesses to store, process, analyse and share

vast amounts of data.

 Information available from corporate data, enables decision makers,

managers and employees to make quick and accurate decisions

 ICTs help in managing operations effectively and respond rapidly to

business opportunities or threats.
 Benefits of ICT for entrepreneurs

 Very important tool for entrepreneurs

 Young entrepreneurs are potentially able to improve their operational
efficiency, increase their income, strengthen their marketing aspects and
create new opportunities through use of ICTs.
 Boosts customer satisfaction through improved communications.
 More efficient scheduling of manpower and jobs.
 Provides ongoing training.
 Open lines of communication between staff and management.
 How does ICT affect marketing?

 ICT improves customer services and customer demand.

 From database development, website design to market research,

translation software, direct mail marketing and training, the
application of ICT is critical for a economic success.

 ICT is an important promotional tool to get into the international

market.
 How does ICT improve marketing?

 Marketing technology offers several ways for your business to be seen on the
digital media.

 Alluring images and videos improves the business campaign and attracts
more customers.

 Online advertising can be done by posting ads on popular social media

platforms.

 It create relationships, strengthen the effectiveness of organizations, allows

people to learn about one another, and greatly affects the way companies
communicate with prospective customers.
 Network infrastructure is the Key in ICT

 Broadband connectivity is a key component in

 ICT development
 Adoption
 Use
 Broadband accelerates the contribution of ICTs to
 Economic growth
 Facilitates innovation
 Promotes efficiency
 Network effects
 Positive externalities
e-MARKETING
 What is e-Marketing?

 e-Marketing (also referred to as web marketing or

internet marketing) uses electronic communication
technologies including the Internet, mobile phones and
digital televisions to accomplish marketing objectives.
 Traditional marketing
 Traditional marketing refers to
any type of marketing that isn't
online.
 This includes print, broadcast,
direct mail, phone, newspapers,
radio and outdoor advertising
like billboards.
 This method of marketing helps
reach targeted audiences.
E marketing
 E-Marketing is the practice of
leveraging web-based channels
for company's brand, products, or
services to its potential
customers.
 The methods and techniques used
for online marketing include
email, social media, display
advertising, search engine
optimization, Google AdWords
and many more.
 Scope of e-Marketing?

 e-Marketing involves all marketing attempts that use a desktop/

smart phone and the internet.

 Businesses enjoy the scope of e-Marketing in various channels

like search engines, social media platforms, email marketing
tools, and their online sites to connect with existing and
potential customers
 Advantages of e-Marketing

 Extremely low risk

 Reduction in costs through automation and use of electronic media
 Faster response to both marketers and the end user
 Increased ability to measure and collect data
 Opens the possibility to a market of one through personalisation
 Increased interactivity
 Increased exposure of products and services
 Boundless universal accessibility
 Disadvantages of e-Marketing

 Heavily dependent on technology

 Security, privacy issues
 High maintenance costs due to a constantly evolving environment
 Increased price competition due to higher transparency of pricing
 Worldwide competition through globalisation
 How does ICT improve e-Marketing?

 e Marketing offers several ways for business to be seen on digital

media.

 Images and videos improves the business campaign and attracts

customers.

 Online advertising possible by ads on popular social media sites.

 It create relationships, strengthen the effectiveness of

organizations, allow people to learn about one another, and greatly
affects the way companies communicate with prospective
customers.
 Characteristics of e-Marketing
 Informs and educates the inquiring consumer about competing
products and price
 Creates competition for the consumer's attention
 Helps make information available to employees to service customers
 Difference between e-Marketing and digital marketing?

 Digital marketing is a broad term that encompasses your marketing

activities across all digital channels.
 Offline channels, such as electronic billboards, also take place in
digital marketing.
 E-marketing is a more specific term and it refers to media
accessible via the Internet.
 Why is e-Marketing Important?

 E-marketing is important not just because it helps businesses to

be found online, but also because it can change the way
business is perceived by potential customers.

 Ranking high in search engine results pages, along with

respected industry authorities, instantly boosts your business'
credibility.
Types and Methods of e-Marketing
 Effective e-Marketing strategies

 Search engine optimization (SEO)

 Pay-per-click (PPC) advertising
 Content marketing
 Social media
 Web design
 Conversion rate optimization (CRO)
 Reputation management
 e-marketing
 Type of e-marketing methods
More Preferred

Search engine optimization

e-marketing
methods
Less Preferred
E-mail marketing
 Marketing through e-mail is one of
the first methods of e-marketing.
 E-mail marketing includes
marketing a product or service to a
database through targeting a certain
segment of customers via e-mails.  
 E-mail marketing is considered one
of the best e-marketing methods
 Its low cost, targeting the correct
category, simple to use and
increasing the return of investment.
Search engine optimization (SEO)

 Search engine optimization is

considered the art of increasing
the appearance of your website in
the first results of search engines
such as Google search engine.
 This is done by targeting
keywords in your website to
appear in search engines in the top
results.
Paid advertising
 Paid ads are those ads that appear in
search engines
 They are considered one of the best
types of e-marketing.
 They appear beside or above the
search results.
 Paid ads depend on the keywords
used in the search engines.
 To help ads appears in the search
engines a substantial amount.
 Social media channels

 Social media is a type of communication with your customers

directly in order to highlight the value of your company’s products
and services
 Increase the company’s fame and spread through several social
media channels such as Facebook, Twitter, Google Plus,
LinkedIn, Pinterest, YouTube and Instagram.
 Increased knowledge and reputation of your brand through social
media channels and as a result your sales will increase.
 Few More benefits
 Low cost compared to paid ads, such as Google Ad words.
 Increase the number of visitors and followers to your site for free.
 Achieve a return on investment better than paid advertising.
 You will be familiar with new products through keywords that customers are
looking for.
 You will be a source of confidence for people who are looking for a solution
 Increase customer loyalty for your brand by interaction with them using social
networking channels.
 Targeting a certain category efficiently and know the needs of your customers.
 Find followers to your page and increase their number.
 Increase the number of visitors to your website and increase your ranking in the
search engines by directing followers on social media channels to your website
indirectly.
Some Successful initiatives of e Marketing
 e-Choupal: the world's largest rural digital
infrastructure-empowering 4 million farmers

 It is an initiative by ITC in the year 2000 (launched in June 2000).

 'e-Choupal' leverages Information and Communications Technology
(ICTs) to virtually cluster all the value chain participants
 Delivering the same benefits as vertical integration does in mature
agricultural economies like the USA.
 ICT enabled chain of information flow and market signals.
 With a judicious blend of click & mortar capabilities, village
internet kiosks managed by farmers - called sanchalaks
 e-Choupal USP

 Enables the agricultural community access to

ready information in their local
language/vernacular
 Information on the weather and market prices 
 Purchases farm produce from farmers'
doorsteps (decision making is now
information-based).
 Real-time information and customized
knowledge 
 e-Choupal', is the largest initiative among all
Internet-based interventions in rural India.
e-Choupal kiosks
 e-NAM Overview
 National Agriculture Market (eNAM) is a pan-India electronic
trading portal launched in April 2016.

 Which networks the existing APMC mandis to create a unified

national market for agricultural commodities.

 Small Farmers Agribusiness Consortium (SFAC) is the lead agency

for implementing eNAM (under the aegis of Ministry of Agriculture
and Farmers’ Welfare, Government of India).
e-NAM Coverage
 Kisan Rath
Launched on
17 APR 2020
 Transporting farm produce to markets from farm gate

 Kisan Rath will bring together 5 lakh trucks

and 20,000 tractors on mobile platform
 Kisan Rath app will help farmers to bring
their commodities to mandis and other
market yards
 An “All India Agri Transport Call Centre”
to facilitate interstate movement of
perishables during lock down was also
launched recently.
 Both these services will help farmers reach
out to buyers and get competitive price for
their produce.
 Opportunities of e-marketing

 Online auction of agri-produce (Online bidding)

 Reaping the benefits of better price

 Timely payment

 Suryapet mandi in Telangana (completely shifted to an online

auction).
 What hasn’t changed

Commission agents
have always been
there. But, they can’t
cheat the farmers
anymore
 Challenges faced by e-marketers

 The frequent flip-flops in farm policy

 Centre wants States to shift from APMCs to e-NAM
 The Centre-State and State-State relations. Ordinances were
passed by the Central Government using the constitutional
provisions, however, their implementation vests with the States. 
 The multiple market failures due to absence or failure of credit
and insurance markets may lead a farmer to depend upon the local
input dealer or the middleman 
Thank You!