2. Rahul Sayal
MBA I (D)
5804

3. MARKETING
The Chartered Institute of Marketing defines marketing as “The
management process responsible for identifying, anticipating and
satisfying customer requirements profitably”.
Marketing is defined by the American Marketing Association “as the
activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.”

4. Professor E. Jerome McCarthy, at the Michigan
State University in the early 1960s, suggested
that the Marketing contained 4 elements:
The Four P`s
Product
Price
Placement
Promotion

5. THE MARKETING ENVIORNMENT
MICRO ENVIORNMENT
 A firm's micro-environment spans:
 Customers/consumers
 Employees
 Suppliers
MACRO ENVIORNMENT
 A common method of assessing a firm's macro-environment is via
 P- POLITICAL
 E- ECONOMIC
 S- SOCIAL
 T- TECHNOLOGICAL
 L- LEGAL
 E- ECOLOGICAL

6. INTERNET
A vast network of interconnected
computer systems which permit users to
communicate and share information.

7. INERNET MARKETING
We define Internet marketing as a collaboration of all
Internet related marketing activities, it actually
includes everything right from search engine
marketing and optimization, to affiliate marketing and
banner advertising, email newsletter marketing etc.
This confirms that online marketing is much more
than just promoting a website.

8. COMPONENTS OF INTERNET
MARKETING
Display Advertising
E-mail Marketing
E-mail Marketing Software
Interactive Advertising
Social Media Optimization
Affiliate Marketing
Search Engine Marketing

9. DISPLAY ADVERTISING
 Display advertising is graphical advertising on the World
Wide Web that typically contains text, logos, photographs or
other images and appears next to content on web pages in
many forms, including web banners, messenger applications,
email, etc.

10. EMAIL MARKETING
 E-mail marketing is a form of direct
marketing which uses electronic mail as a
means of communicating commercial messages
to an audience.
 Sending e-mails with the purpose of enhancing
the relationship of a merchant with current.

12. ADVANTAGES AND LIMITATIONS
ADVANTAGES
 Compared to other media investments such as direct mail or
printed newsletter, e-mail is less expensive.
 The delivery time for an e-mail message is short as compared to a
mailed advertisement.
LIMITATIONS
 Many companies use e-mail marketing to send unsolicited bulk e-mail,
also known as spam.
 It is frequently difficult for observers to distinguish between legitimate
and spam e-mail messages.

13. E-mail Marketing Software
E-mail Marketing Software refers to a computer
application which provides the ability to send bulk e-mail
to target audiences.
FEATURES/ ADVANTAGE
E-mail Marketing software provides tracking functions
such as how many people have opened an email, how
many emails bounced-back, how many people visited the
hyperlinks provided in the marketing message, and how
many people actually purchased something as a result of
the email.

14. INTERACTIVE ADVERTISING
It is a simple ad banner on a website, an SMS or a mind blowing
flash based concept presentation to capture the customer’s mind
space and attention to deliver the intended message.

15. SOCIAL MEDIA OPTIMIZATION
“SMO" was first used and described by Rohit
Bhargava. Bhargava`s original five (six?) rules
for conducting social media optimization are:
 Increase your link ability
 Make tagging and bookmarking easy
 Reward inbound links
 Help your content travel
 Encourage the mash up
 Get communities connected

17. AFFILIATE MARKETING
Affiliate marketing is a business relationship with a
merchant or other service provider who allows you to link
to that business.
 When a visitor clicks on the link at your site and
subsequently makes a purchase from the merchant, you
receive a commission based on the amount of the sale.
Parts of Affiliate Marketing:-
 CPI (Cost Per Impression)
 Contextual Advertising
 Revenue Sharing

21. SEARCH ENGINE MARKETING
 The New York Times defines SEM as 'the practice of
buying paid search listings'.
 SEM is a form of internet marketing that seeks to
promote websites by increasing their visibility in search
engine result pages (SERPs) through the use of paid
placement, contextual advertising and paid inclusion.
Types:
 Search Engine Optimization
 No Cost Per Click
 Pay Per Click
 Cost Per Click
 Paid Inclusion

23. COST PER CLICK / PAID INCLUSION
NO COST
PER CLICK

24. ADVANTAGES
 Ability to market your services for free or at a low cost.
 Ability to sell anything and collect payment online.
 Internet marketing is relatively inexpensive when
compared to the target audience.
 Nearly all aspects of an Internet Marketing campaign can
be traced, measured, and tested.
 The advertisers can use a variety of methods for
advertising.
 Internet marketing is paper-free (i.e., “go green").

25. DISADVANTAGES
 The more you know, the more you feel the more you
have yet to know.
 Intense competition.
 Takes a long time to learn many skills.
 Too many scams on the internet.
 People prefer the live interaction when they buy.

26. A LAST WORD
This is just the tip of the iceberg.
Internet marketing is at its infancy and is
advancing by leaps and bounds.
So stay tuned… and stay ahead of your
competitor.

27. YOU

28. QUERY???