E –MARKETING/ONLINE MARKETING/INTERNET MARKETING

•    E –MARKETING/ONLINE MARKETING/INTERNET MARKETING

•    E-MARKETING MEANING

1.       E –MARKETING IS  THE APPLICATION OF BROAD RANGE OF INFORMATION TECHNOLOGIES IN MARKETING FUNCTION TO ACHIEVE:- ELECTRONIC MARKETING ARE ALSO KNOWN AS INTERNET MARKETING,WEB MARKETING,DIGITAL MARKETING OR ONLINE MARKETING.

2.       E MARKETING IS THE PROCESS OF MARKETING OF PRODUCT OR SERVICE USING THE INTERNET.

3.       E-MARKETING NOT ONLY INCLUDES MARKETING ON THE INTERNET BUT ALSO INCLUDES MARKETING DONE VIA E-MAILS AND WIRELESS MEDIA.

4.       IT USES A RANGE OF TECHNOLOGIES TO HELP CONNECT BUSINESS TO THE CUSTOMERS

5.       E-MARKETING IS ALSO A PART OF INTEGRATED MARKETING COMMUNICATION WHICH HELPS A BRAND GROW ACROSS DIFFERENT CHANNELS.

6.       TRANSFORM MARKETING STRATEGIES TO CREATE MORE CUSTOMER VALUE MORE EFFECTIVE SEGMENTATION,TARGETING,DIFFERENTIATION AND POSITIONING STRATEGIES

7.       MORE EFFICIENT PLANNING AND EXECUTION OF CONCEPTION,DISTRIBUTION,PROMOTION AND PRICING OF GOODS AND SERVICES AND IDEAS

8.       CREATE EXCHANGE THAT SATISFY INDIVIDUAL CONSUMER AND BUSINESS CUSTOMER’S NEEDS AND WANTS.

9.       E MARKETING IS THE RESULT OF INFORMATION TECHNOLOGY APPLIED TO TRADITIONAL MARKETING.

10.   E-BUSINESS IS A TERM COINED BY IBM MEANING THE CONTINUOUS OPTIMIZATION OF A COMPANY BUSINESS THROUGH DIGITAL TECHNOLOGY( USE OF COMPUTER AND INTERNET)

11.   E-BUSINESS INVOLVES ATTRACTING AND RETAINING THE RIGHT CUSTOMER AND BUSINESS PARTNER USING DIGITAL TECHNOLOGY.

12.   THE INTERNET IS A GLOBAL NETWORK OF INTER CONNECTED NETWORKS. THIS INCLUDES MILLIONS OF CORPORATE,GOVERNMENT,ORGANIZATION AND PRIVATE NETWORK FORMING THE WORLD WIDE WEB. THE INTERNET CONSISTS OF COMPUTERS WITH DATA ,USERS WHO SEND AND RECEIVE THE DATA FILES AND A TECHNOLOGY INFRASTRUCTURE TO MOVE,CREATE AND VIEW OR LISTEN TO THE CONTENT.

•    CHANGING OF TRADITIONAL MARKETING

•    INTERNET TECHNOLOGIES HAVE CHANGED TRADITIONAL MARKETING IN NUMBER OF CRITICAL WAYS:-

1.       POWER SHIFT FROM SELLERS TO BUYERS

2.       DEATH OF DISTANCE

3.       ON LINE STORES CAN BE OPEN 24x7

4.       KNOWLEDGE MGMT IS KEY

5.       MARKETER MUST UNDERSTAND TECHNOLOGY

6.       INTELLECTUAL CAPITAL RULES: IMAGINATION,CREATIVITY AND ENTREPRENEURSHIP ARE IMPORTANT RESOURCES

•    CLASSIFICATION OF  E -MARKETS

1.       BUSINESS TO BUSINESS MARKETING. BUSINESS ORGANIZATION SELL THEIR PRODUCTS AND SERVICES TO OTHER BUSINESS USING INTERNET.

2.       B2C:-WHERE PRODUCTS AND SERVICES ARE MARKETING BY BUSINESS ORGANIZATION DIRECTLY USING THE INTERNET.

3.       C2C:-CONSUMER TO CONSUMER MARKETING WHERE CONSUMER DIRECTLY SELL PRODUCTS OR SERVICES TO OTHER CONSUMERS USING THE INTERNET.

•    TYPES OF E-MARKETING

•    SEARCH ENGINE OPTIMIZATION(SEO):-SEO STANDS FOR ‘ SEARCH ENGINE OPTIMIZATION” IT IS THE PROCESS OF GETTING TRAFFIC FROM THE FREE ,ORGANIC,EDITORIAL OR NATURAL RESEARCH RESULT ON SEARCH ENGINES.BY UNDERSTANDING HOW SEARCH ENGINES RANK WEBSITES,ONE CAN OPTIMIZE THE A WEBSITE TO MAXIMIZE ITS CHANCE OF RANKING WELL FOR RELEVENT SEARCHES.

•    SEARCH ENGINE MARKETINF(SEM) AND PAY PER CLICK ADVERTISING(PPC):- SEM IS THE PROCESS OF GAINING WEBSITE TRAFFIC BY PURCHASING ADS ON SEARCH ENGINES. GOOGLE AD WORD IS THE MOST POPULAR PAID SEARCH PLATFORM FOLLOWED BY BING ADS.TYPICALLY SEM AND PPC ADVERTISING IS CARRIED OUT THROUGH SEARCH ENGINES WHO CHARGE ADVERTISERS A PREDETERMINED AMOUNT EVERY TIME THEIR AD IS CLICKED

•    CONTENT MARKETING IS STRATEGIC MARKETING APPROACH FOCUSED ON CREATING AND DISTRIBUTING VALUABLE,RELEVENT AND CONSISTENT CONTENT TO ATTRACT AND RETAIN A CLEARLY DEFINED AUDIENCE AND ULTIMATELY TO DRIVE PROFITABLE CONSUMER ACTION. CONTENT MARKETING IS THE ON GOING PROCESS THAT FOCUSES ON COMMUNICATING WITH THE CUTOMERS WITHOUT ALWAYS SELLING.BUSINESS SHOULD USE CONTENT MARKETING STRATEGIES TO EDUCATE THE CONSUMER WHILE DELIVERING CONSISTENT,VALUABLE INFORMATION TO BUYER WHO IN TURN REWARD US WITH THEIR BUSINESS AND LOYALTY.

•    SOCIAL MEDIA MARKETING(SMM): SOCIAL MEDIA MARKETING IS A GREAT WAY FOR BUSINESS TO FULFILL THEIR OBJECTIVES IN TERMS OF BUILDING BRAND EQUITY,IMPROVING CUSTOMER SERVICE,REACHING NEW CUSTOMERS. IF COMPANIES CAN CREATE SOCIAL MEDIA CONTENT THAT PROVIDE VALUE TO OTHERS,THEY CAN CONNECT WITH CUSTOMERS IN PROFITABLE WAY.

•    AFFILIATE MARKETING:-IS THE PROCESS OF EARNING COMMISSION BY PROMOTING OTHER PEOPLE’S OR COMPANY’S PRODUCT

•    E-MAIL MARKETING:-IT PROVIDES DIRECT CONTACT WITH CLIENTS AND PERMITS TO DRIVE PROSPECTIVE CUSTOMERS TO WEBSITE. CUSTOMIZE E MAILS CAN BE SENT TO THE CUSTOMER FRO UPDATING ,EXCITING NEWS,REMINDERS ETC.

•    MARKETING MIX E MARKETING

•    PRODUCT: FOUR P I.E PRODUCT,PRICE PLACE AND PROMOTION

•    SERVICE IN ADDITION TO THESE FOUR PS.PEOPLE,PROCESS AND PHYSICAL EVIDENCE

•    PRODUCT:-PRODUCT REFERS TO SERVICE,BRAND OR MERCHANDISE FEATURES AROUND WHICH STRATEEGY(BASED ON MARKET RESEARCH) HAS TO BE DEVELOPED.ON LINE MARKETING STRATEGY CAN BE SEGMENTED INTO TWO PARTS:-

1. FUNDAMENTAL FEATURES:-MEETING CUSTOMER REQUIREMENTS. INTERNET CAN BE USED TO PROVIDE ADDITIONAL FEATURES TO EXISTING AND NEW CUSTOMER BASE FOR EXAMPLE ON LINE REVIEWS,VIDEOS ETC
2. ADDITIONAL BENEFITS COULD BE PROVIDING A NEW PROPOSITION FOR EXAMPLE E-BOOK

3.       FOR DEVELOPING ON LINE BRANDING ORGANIZATION SHOULD MAKE AN EFFORT TO GIVE EASY,SAFE AND CONVENIENT PURCHASE EXPERIENCE.

•    PRICE: THE INTERNET CAN INFLUENCE THE PRICE MIX OF MARKETING STRATEGY THROUGH THE FOLLOWING:-

1. IMPROVED PRICE TRANSPARENCY AND IMPACT ON DIFFERENTIAL PRICING
2. DYNAMIC PRICE AND AUCTION
3. DIFFERENT PRICE METHODOLOGY.
4. OVERHEADS ARE COMING DOWN WITHOUT PHYSICAL STORE. PRICE IS ALWAYS FACING DOWNWARD PRESSURE,

•    PLACE: THE INTERNET HAS CHANGED PLACE ELEMENT IN THE MARKETING MIX. THE POINT OF PURCHASE CAN BE DIVIDED INTO:

1.       SELLER CONTROLLED SITES

2.       THIRD PARTY HOSTED SELLER ORIENTED SITES,THIRD PARTY HOSTED CUSTOMER –SELLER NEUTRAL SITES

3.       PURCHASER CONTROLLED SITES AND PURCHASE CONTROLLED SITES

4.       DEVELOPING WEBSITES FOR CATERING SPECIFIC REQUIREMENT OF THE COUNTRY

5.       ORGANIZATION  CAN ALSO ADAPT COMBINATION OF INTERMEDIARY AND DIRECT DELIVERY

•    PROMOTION COMPONENT OF THE MARKETING MIX:- REFERS TO THE MARKETING COMMUNICATION STRATEGY USED BY THE ORGANIZATION FOR PRODUCT AND COMPANY ADVERTISEMENT.

•    THE PROMOTION ELEMENT CONSISTS OF ADVERTISEMENT.SALES PROMOTION,CUSTOMER CONTACT,PUBLIC RELATION AND DIRECT MARKETING. THE INTERNET SERVES AS ADDITIONAL AND NEW COMMUNICATION MEDIA

•    PEOPLE AND PROCESS:-THE PEOPLE COMPONENT OF THE MARKETING MIX REFERS TO INTERACTION BETWEEN STAFF MEMBERS AND CONSUMERS DURING PRE SALE,SALE AND POST SALE ACTIVITY.THE PROCESS COMPONENT OF THE MARKETING MIX REFERS TO PROCESS ADOPTED BY THE COMPANY TO COORDINATE ALL MARKETING ACTIVITIES.

•    BENEFITS

1.       CONVENIENCE AND QUICK SERVICE

2.       LOW COST FOR OPERATION AND A WIDER REACH

3.       MEASURE AND TRACK RESULTS

4.       DEMOGRAPHIC TARGETING

5.       GLOBAL MARKETING

6.       ABILITY TO HANDLE MILLION OF CUSTOMERS AT THE SAME TIME

7.       24/7 MARKETING

8.       EASY WITH ONE MOUSE CLICK AUTOMATION

9.       DATA COLLECTION FOR PERSONALIZATION

10.   INSTANT TRANSACTION SERVICE