E marketing

Sub: E-Marketing, Sem:3, Prepared by: Bhautik Sheth

Unit – 1Introduction to E - marketing


Unit – 1 Introduction to E - marketing


E-marketing/Online marketing/Internet Marketing/ and Mobile marketing is the process of growing and promoting an organization using online media.

E-Marketing can also be defined as a subset of E-Business that utilises electronic medium to perform marketing activities and achieve desired marketing objectives for an organisation.

Ties together creative and technical aspects of the internet, including design, development, advertising and sales.

What is E-Marketing?




E marketing methods include Search engine marketing, Display advertising, E-mail marketing, Interactive advertising and Viral marketing.

E-Marketing methods



Unit – 1 Introduction to E - marketingE-Marketing Strategy

E marketing strategy includes all aspects of online advertising products, services, and

websites search engine marketing public relations social media market research email marketing direct sales



Unit – 1 Introduction to E - marketingWhat is E-Business

“Utilising electronic medium in every day business activities.”Or

“Any business process that relies on an automated information system”

E-BusinessE-MarketingE-MarketingInteractive MarketingInteractive Marketing




Difference between e-Business, e-Commerce and e-Marketing

E-Business : a very broad entity dealing with the entire complex system that comprises a business that uses electronic medium to perform or assist its overall or specialised business activities.E-Commerce : best described in a transactional context. For example an electronic transaction of funds, information or entertainment technically e-Commerce is a part of e-Business.E-Marketing : a part of e-Business that involves electronic medium to achieve marketing objectives set on a strategic level in addition to traditional marketing and business strategy.




Advantages of E-Marketing

Reduction in costs through automation and use of electronic media

Faster response to both marketers and the end userIncreased ability to measure and collect dataOpens the possibility to a market of one through

personalisationIncreased interactivity




Disadvantages of E-Marketing

Lack of personal approachDependence on technologySecurity, privacy issuesMaintenance costs due to a constantly evolving environmentHigher transparency of pricing and increased price competitionWorldwide competition through globalisation




Security Concerns

Many consumers hesitant to buy items over the Internet because they do not trust that their personal information will remain private.

Some companies that do business online have been caught giving away or selling information about their customers.

Encryption is one of the main methods for dealing with privacy and security concerns on the Internet.

Encryption is defined as the conversion of data into a form called cipher.




Effects of E-marketing on Industries

Large impact on several industries including music, banking, and book publishing, the advertising industry, etc.

Music industry-many consumers have begun buying and downloading music files (e.g. MP3s) over the Internet instead of buying CDs.

Banks… •Offering the ability to perform banking tasks online •Online banking more convenient than visiting bank branches•Online banking- the fastest-growing Internet activity




Effects of E-marketing on Industries

Internet auctions•Unique items being sold on eBay•Affecting the prices in the industry•Buyers and sellers often look at prices on the website before going to other markets •Flea market sellers -putting their items up for sale online and running their business out of their homes.

Ad industry •Advertisers increasing and shifting more of their budgets online•Overtaking radio in terms of market share.

Search engine marketing & Email marketing -growing at tremendous rates.




How does E-marketing relate to E-Business

Applications of E-Business can be divided into three categories:1) Internal Business systems2) Business Communication and Collaboration3) Electronic Commerce





1) Internal Business System:• Customer Relationship Management (CRM)• Enterprise Resource Planning (ERP)• Document Management Systems• Human Resources Management

2)Business Communication and Collaboration:• VoIP• Content Management System• E-mail• Voice mail• Web Conferencing





3) Electronic commerce (E-commerce):Buying and selling of products or services over electronic systems such as the Internet and other computer networks.•electronic funds transfer•supply chain management•e-marketing/online marketing•online transaction processing •electronic data interchange (EDI)•automated inventory management systems•automated data collection systems





E-commerce can be broadly divided into three categories:•Internet Shopping•Supply Chain Management •Online Marketing




What is Internet?

•Worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP)•“Network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of the World Wide Web.




History of Internet

• J.C.R. Licklider of MIT, first proposed a global network of computers in 1962.• Defence Advanced Research Projects Agency (DARPA) in late 1962. • Lawrence Roberts of MIT connected a Massachusetts computer with a California computer in 1965 over dial-up telephone line ARPANET: •Initially connected four major computers at universities in the southwestern US (UCLA, Stanford Research Institute, UCSB, and the University of Utah) and went online in December 1969.•In 1991, the first really friendly interface to the Internet was developed at the University of Minnesota.




History of Internet

CERN:•In 1989, Tim Berners-Lee and others at the European Laboratory for Particle Physics, more popularly known as CERN, proposed a new protocol for information distribution. •This protocol, which became the World Wide Web in 1991, was based on hypertext--a system of embedding links in text to link to other text, which is used when a text link is selected while reading these pages.




History of Internet

Graphical Browser MOSAIC:•In 1993-the graphical browser Mosaic by Marc Andreessen and his team at the National Center for Supercomputing Applications (NCSA) •Andreessen moved to become the brains behind Netscape Corp., which produced the most successful graphical type of browser and server •Microsoft developed Internet Explorer-full scale entry into the browser, server, and Internet Service Provider market




History of Internet

WIRELESS:•The wi-fi "hot spots" -can connect while away from the home or office. •Many airports, coffee bars, hotels and motels now routinely provide these services, some for a fee and some for free.

wiMAX:•Almost everywhere is a "hot spot"•Municipal wi-fi or city-wide access •wiMAX offering broader ranges than wi-fi•Verizon's EV-DO, and other formats




History of Internet

Growth of smaller devices:•Small tablets, •Pocket PCs, •Smart phones, •Game machines, and•GPS devices




Internet Access

•dial-up, •landline broadband (over coaxial cable, fiber optic or copper wires), •Wi-Fi, •satellite and •technology 3G cell phonesPublic places to use the internet:•libraries and Internet cafes, •airport halls•coffee shops, •"public Internet kiosk", •"public access terminal",•"Web payphone”• Wi-Fi-cafes




Common uses of the Internet

E-mailThe World Wide Web•Search Engines•Publishing of ideas and information•Encyclopedias & libraries•Weblogs•Social network services

Remote access•working from home, •collaboration and information sharing in many industries•Virtual Private Network (VPN)

File sharing• "shared location“ for instant use by colleagues•print publications, software products, news, music, film, video, photography, graphics and the other arts




Common uses of the InternetStreaming media•Radio and television broadcasters provide Internet 'feeds' of their live audio and video streams•Time-shift viewing or listening such as Preview, Classic Clips and Listen Again features•Internet 'broadcasters' who never had on-air licenses•Podcasting-with little censorship or licensing control, to broadcast audio-visual material on a worldwide basis

Voice telephony (VoIP)•began as an optional two-way voice extension to Instant Messaging systems•as easy to use and as convenient as a normal telephone•free or cost much less than a normal telephone call•increasingly popular within the gaming world, as a form of communication between players. •Popular gaming VoIP clients include Ventrilo and Teamspeak,





Leisure Time Activities•entertaining social experiments such as MUDs and MOOs being conducted on university servers•humor-related Usenet groups•games and funny videos•pornography and gambling•multiplayer gaming•download music, movies and other works•to plan and book holidays•to find out more about their random ideas and casual interests•Friends Reunited and many like them put and keep people in contact for their enjoyment





Marketing •fastest way to spread information to a vast amount of people simultaneously•revolutionized shopping•personalized marketing which allows a company to market a product to a specific person or a specific group of people




E-marketing vs. Traditional marketing

The benefits of E-marketing over traditional marketingReach•truly global reach

Scope•to reach consumers in a wide range of ways•to offer a wide range of products and services•includes, among other things, information management, public relations, customer service and sales

Interactivity •two-way communication channel, •companies can feed off of the responses of their consumers, •more dynamic and adaptive





Immediacy•from hearing about a product to actual acquisition within a few short clicks•24 hours per day, 7 days per week for every week of the year•closing the gap between providing information and eliciting a consumer reaction•advertising spend creating immediate leads

Demographics and targeting• skewed towards the middle-classes•greater buying power•perfect environment for niche marketing to targeted groups.





Adaptively and closed loop marketing•constant measurement and analysis of the results of marketing initiatives•responses can be analysed in real-time •minimal advertising spend wasted on less than effective campaigns•far more dynamic in adapting to consumers' wants and needs•Maximum marketing efficiency-happier customers and an improved bottom line




E-marketing – Past, Present and future

•New encryption methods and secure site technology•Internet as essential a business tool as the phone and FAX •From static sites to dynamic and personalized sites•From broadcasting to narrowcasting•From information dissemination to actual commerce•“information glut” of unimaginable proportions, •Web sites that run into the millions of dollars to build and maintain,•Massive data warehouses about consumers that are networked together across companies and continents.•Incredible rise in the mobile as a new interactive device

E marketing

Business

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