global and indian scenario of E-marketing, methods of E-marketing

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2. E-marketing
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3. Contents
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 E-marketing
 Concept of E-marketing
 What is E-marketing and E-commerce?
 Internet marketing vs. E-marketing vs. E-commerce
 Why E-Commerce and E-marketing?
 Scope of E-marketing
 Objectives of E-marketing
 Global and Indian scenario of
E-marketing
 Methods of E-marketing
 Traditional methods
 Modern methods
 Marketing through mobile phone

4. Contents
4
 Advantages of E-marketing
 E-marketing mix
 SWOT analysis
 E-CRM
 Case study: E-CRM
 Case study: Viral Marketing
 Conclusion

5. E-marketing
 Uses internet and
digital media
capabilities.
 Addition to traditional
marketing approaches.
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Source: Anonymous (2015)

6. Concept of E-marketing
 Relatively new concept that crept into the
business vocabulary in 1970s.
 Flawless application of information technology
from the point of origin to the ultimate
destination of the products.
 Process of using modern technology for
providing information to the consumers
regarding products and services by
companies.6 Source: Anonymous (2015)

7. What is E-Marketing and E-
Commerce?
 E-marketing (Electronic Marketing) is the
moving of marketing strategies and activities to a
computerized, networked environment such as
the internet.
 Strategic process of creating, distributing,
promoting, and pricing goods and services over
the internet or through wireless digital tools.
 E-commerce (Electronic Commerce or EC) is
the buying and selling of these goods and
7
Source: Anonymous (2015)

8. Internet-marketing vs. E-
Marketing vs. E-commerce
 E-Marketing has a broader
scope than internet marketing.
 Internet marketing (IM) refers
only to the internet, world wide
web, e-mails.
 E marketing=internet
marketing +other E-marketing
tools like: intranets, extranets
and mobile phones. Figure:-Differences between
internet-marketing, E-Marketing,
E-commerce and E-Business
Source: El-Gohary et al (2010)
8 Source: El-Gohary et al (2010)

9. Why E-Commerce and E-
Marketing?
 Consumers research products and services
on the internet.
 Businesses don’t need a shop everywhere
with a website.
 Expensive and repetitive methods need not
be used.
 Staff can spend valuable time in the
workplace.9
Source: Anonymous (2015)

10. Why E-Commerce and E-
Marketing?
 Return on
Investment
(ROI) exceed
that of
traditional
marketing
strategies.
 Forefront of
redefinition of
way
businesses
10
Source: Saylor Foundation(2009)

11. Scope of E-marketing
 The digital technologies used as delivery and
communication mediums within the scope of E-
marketing include:-
 Internet media such as websites and e-mail
 Digital media such as wireless, mobile, cable and
satellite.
11
Source: Anonymous (2015)

12. Objectives of E-marketing
 E-marketing objectives differ with companies
and their circumstances
 5 S framework includes:-
 Sell
 Serve
 Speak
 Save
 Sizzle
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Source: Anonymous (2015)

13. Objectives of E-marketing
 E-marketing objectives should be:-
 Specific
 Measurable
 Action-oriented
 Realistic
 Time-specific
13
Source: Anonymous (2015)

14. Global and Indian scenario of
E-marketing
 Current E-commerce statistics state that 40
percent of worldwide internet users have bought
products or goods online via desktop, mobile,
tablet or other online devices. This amounts to
more than 1 billion online buyers and is
projected to continuously grow.
 YouTube has become the 2nd Largest Search
Engine – bigger than Bing, Yahoo, Ask & AOL
combined.
 71per cent of shoppers believe they will get a
14
Source: Anonymous (2015)

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Global and Indian scenario of
E-marketing
Source: Anonymous (2015)

16. 16
Global and Indian scenario of
E-marketing
Source: Anonymous (2015)

17.  Out of 137 million internet users India, only 25
million shops online that is just 18per cent of
total internet population (IAMAI report, 2013).
 Total internet users in India may increase to
500 Million by 2018(Rajan Anandan, MD,
Google India).
 Indian digital commerce market reached INR
81,525Cr In 2014(IAMAI).
 E-commerce in India is expected to reach $24
17
Global and Indian scenario of
E-marketing

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21. Methods of E-marketing
 Traditional methods in internet
 Banner-Ads
 Pop ups
 Interstitials
 Modern methods in internet
 Webisodes
 Viral Marketing
 Interactive games or puzzles
 Bribes(discounts and offer information through e-
mails)
 Viral E-mail campaigns
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22. Methods of E-marketing
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 Search engine marketing
 Search engine optimization
 Pay per click
 Social media marketing
 Marketing through mobile phones
 App based marketing
 In-game mobile marketing
 Mobile web marketing

23. A. Banner ads
1. Traditional methods of E-marketing
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24. B. Pop-ups
1. Traditional methods of E-marketing
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25. C. Interstitials
1. Traditional methods of E-marketing
25

26. A. Webisodes
2. Modern methods of E-
marketing
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Cocaine's
Environmental Cost
Food Not Bombs:
Using Food Waste
to Feed the Planet
Climate,
Agriculture and the
Challenges Ahead

27. B. Viral marketing
•Electronic equivalent of
‘word of mouth’.
•Facilitates consumer to
consumer (C to C) promotion at a rapid pace in
internet.
•Types of Viral Marketing
•Interactive games or puzzles
•Bribes (discounts and offer information)
•Viral e mail marketing campaigns
2. Modern methods of E-
marketing
27
Source: Senthil (2009)

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29. C. Search engine marketing
2. Modern methods of E-
marketing
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•One of the principle tools.
•This prominence is because
of increased use of search
engines.
•The principal techniques employed in SEM are:
•SEO
•PPC
•Paid inclusion
Source: Anonymous (2015)

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•Search engine
optimization(SEO): A
set of practices employed
to get ranking for
WebPages on relevant
keywords(search queries).
•Pay per click(PPC): PPC
drives relevant traffic to a
website by competitive
bidding structure.
•Paid Inclusion: The
businesses pay for their
website to be ranked
higher in the natural listing
of search engines.Source: Anonymous (2015)

31. D. Social media
marketing
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 Utilizes social
networking websites as
a marketing tool.
 Help company increase
brand exposure and
broaden customer
reach.
2. Modern methods of E-
marketing
Source: Anonymous (2015)

32. D. Social media marketing
32
 Electronic Word
of Mouth (E-
WoM)-Any
statement
consumers share
via the internet
about an event,
product, service,
brand or company.
 This form of
marketing results in
2. Modern methods of E-
marketing
Source: Anonymous( 2015)

33. App based marketing
33
3. Marketing through mobile phone
Source: Anonymous (2015)

34. In-game mobile marketing
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3. Marketing through mobile phone
Source: Anonymous (2015)

35. MOBILE WEB MARKETING
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3. Marketing through mobile phone
Source: Anonymous (2015)

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Source: IMRB international

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S.
No
.
Industry Suitable E-
marketing methods
Target audience
for suggested
methods
Advantages
1 Banking and
financial
services
1.Interstitials
2.Pop-ups
3.Viral marketing(games,
e-mail campaigns discount
and offer e-mails)
4.Search engine marketing
Higher income, middle
income and aspiring
urban consumer groups
that have access to
internet in either office
or home.
1.Wider reach
2.Individual
targeting
3.Interactivity
4.Measurability
2 Consumer
durables
1.Pop-ups combined with
Webisodes and viral
marketing(games, e-mail
campaigns discount and
offer e-mails)
Middle income and
aspiring urban consumer
groups that have access
to internet in either
office or home.
1.Wider reach
2.Individual
targeting
3.Interactivity
4.Measurability
Advantages of E-marketing

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3 Food &
beverages,
FMCG
1.Pop-ups combined with
webisodes and viral
marketing
Middle income and
aspiring urban consumer
groups that have access
to internet in either
office or home.
1.Wider reach
2.Interactivity
3.Measurability
1. Marketing through
mobile phone and rural
internet kiosks using
banner ads, pop-ups,
interstitials and animated
screen savers in future.
Rural markets having
purchasing capability and
telecommunication
penetration in market.
Advantages of E-marketing
Source: Senthil(2009)

41. E-marketing mix
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 Traditionally the marketing mix is
coordinated so efficient
 product,
 price,
 promotion and
 place
strategies are developed for
products purchased in shops.
 The E-marketing mix considers
the elements of presenting the
marketing mix online.
Source: Anonymous (2015)

42. E-Product
Strategies
42
 Online, there are facts mentioned about the
products.
 Buying process customized for returning
visitors.
 Ancillary products can be offered immediately
along with the main purchase.
Source: Anonymous (2015)

43. Top categories of products
consumer buy online
43

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E-Price
strategies
 The internet gives consumers the power to
shop around for the best deal at a click of a
button.
 Growth of online auction.
 Loyalty incentives to repeat visitors.
 Easy payment.
Source: Anonymous (2015)

45. E-place
strategies
45
 Consumers can purchase direct from
manufacturers.
 The challenge is to ensure product delivery
within time.
 Location is important within the place strategy.
 Online location-where links are placed on other
websites.Source: Anonymous (2015)

46. E-promotion strategies
46
 Approaches to E-promotion:-
 Recognizable domain name.
 Banner advertisements on other web pages.
Source: Anonymous (2015)

47. E-promotion strategies
47
 Web public relations (WPR).
 Direct email. Direct emailing also known as
SPAM (Sending persistent annoying email).
 Social media.(anonymous)
Source: Anonymous (2015)

48. SWOT analysis
48

49. 49
STRENGT
H
WEAKNES
S
OPPORTUNITI
ES
THREATS
•Lower employment
cost
•Time savvy
management
•Search engine
optimization
•Consumer approach
•24x7 access to
consumers
•No direct consumer
seller interaction
•Low consumer trust
•Customer loyalty
•Slow product
verification
•Development of new
tech.
•Quick access to
customer issues
•Increased no. of internet
users
•Impersonality
•Failure to innovate
•Complacency
•Channel conflicts
•Trust issues
Source: Anonymous (2015)

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Electronic Customer
Relationship Management (E-
CRM)

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 The phenomenon of building a relationship
with customers via the internet is known as E-
CRM.
 Main difference between CRM and E-CRM is
the medium used for providing services to the
customer.
 E-CRM focuses on electronic channels mainly
internet and technologies.
 E-CRM helps companies understand,
E-CRM
Source: Sudhakar (2009)

52. Objectives of E-CRM
52
 To provide better customer service.
 To help staff close deals faster.
 To discover new customers.
 To increase customer revenues.
 To simplify marketing and sales processes
Source: Sudhakar (2009)

53. Difference between CRM and E-
CRM
53
CRM E-CRM
1. Wide area coverage Not possible Possible
2. Response time More time taken Reduced
3. Response from
customer
Quick response May or may not happen (poor
response from online customer)
4. Cost Organization spend money to
collect data but since the
response is good, the cost is
nominal
Organization spends money but
the response is not good
5. Security Data is secure and no
additional cost is incurred to
secure the data
Data may be made secure using
firewalls etc. increasing the cost of
the process.
6. Effectiveness More effective Optional response limits its
effectiveness.
7. Innovation Optional Necessary
8. Attraction May or may not be an
attractive option
Attractive because of audio visual
features, animations etc.

54. Why companies need E-CRM
54
 To get customer loyalty companies.
 To get a 360 degree view of the customer.
 To identify new market trends
 To meet the needs of the customer more fully.
 To increase interaction with the customer.
Source: Sudhakar (2009)

55. Major trends in E-CRM
55
 Three major trends that will create an
explosion in E-CRM services are:-
 Explosion of broadband and
telecommunication networks and services.
 Penetration of mobile data services.
 Customer care using offshore and web
based technology.
Source: Sudhakar (2009)

56. Major trends in E-CRM
56
 Three major trends that will create an
explosion in E-CRM services are:-
 Explosion of broadband and
telecommunication networks and services.
 Penetration of mobile data services.
 Customer care using offshore and web
based technology.
Source: Sudhakar (2009)

57. Global scenario for E-CRM
57
Source: Rethinking the role of marketing

58. Case Study:
Customer Service
as Public Relations
58
 Zappos (http://www.zappos.com), a U.S. online shoe
retailer, bases much of its success on its customer
service.
 It offers free shipping on all its purchases, as well as
free returns.
 In fact, goods are shipped with a preprinted return
label, making the process straightforward for
customers.
Source: Saylor

59. Case Study: Customer Service
as Public Relations
59
 For example, Zaz LaMarr blogged about her
experience with Zappos. She had meant to return
some shoes to Zappos, but her mother passed away,
and naturally she just didn’t have time. Zappos
arranged to have UPS come pick up the shoes and
then sent her flowers.
 Yahoo! shows nearly two thousand links to her blog
post, which has generated some good comments
increasing the goodwill of the company.
 The return to Zappos in terms of goodwill is almost
immeasurable (although its online reputation is
excellent) but no doubt leads to increased referralsSource: Saylor

60. Case Study 2 : Viral Marketing
60

61. Firebox.com and Speedy Santa
61
 In December 2004, firebox.com, a leading UK
gifts and gadgets E-tailer, hired Inbox.co.uk to
create a Christmas viral to drive online traffic
to them and increase sales.
 Inbox.co.uk created SPEEDY SANTA-a game
to drag Santa around his lapland track in
quickest time.
 Players were given a global position and won
a £5 firebox voucher on completing a lap.
 The hook: A system of private leagues wasSource: Saylor

62. Firebox.com and Speedy Santa
62
 Everyone in that league was e-mailed a
personal Web site link and scores were
updated in real time.
 These leagues proved to be a big hit and
created a lot of office buzz.
 The Speedy Santa game was played over
twenty-two million times in the run-up to
Christmas.
 On average, people played the game overSource: Saylor

63. Firebox.com and Speedy Santa
63
 Of people who played the Firebox Speedy
Santa game, 87 percent clicked through to the
Firebox.com site, at a cost to Firebox of under
$0.02 per click-through
 And they each had a Firebox voucher to
spend right before Christmas.
 Christian Robinson, marketing director of
Firebox.com, said, “It has definitely been one
of the most successful promotions we have
ever run, generated hundreds of thousands of
pounds in revenue and bringing the FireboxSource: Saylor

64. Conclusion
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 It can be concluded that the scope of E-marketing is
vast and innumerable opportunities will be presented
in the near future.
 Marketers need to learn to harness these
opportunities through different marketing methods.
 The increased number of internet users presents vast
opportunities for E-commerce and E-marketing.
 The number of online buyers have increased and are
continuously growing.
 Email marketing and search engine marketing give

65. Conclusion
65
 Viral and social media marketing help marketers
spread the word quickly.
 One of the plus points of E-marketing is quick access
to customer issues.
 Loyalty and trust are some of the issues an E-
marketer needs to deal with.
 Apparels and groceries are most demanded products
digitally.
 Importance of E-CRM has been realized and
marketers are adopting it in due course of time.

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