E-MARKETING STRATEGY

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1 International Journal of scientific research and management (IJSRM) Special Issue On e-marketing Road Ahead Of India Pages Website: ISSN (e): E-MARKETING STRATEGY Abstract Dr. M.N. Mohamed Abusali Sheik Assistant Professor of Management Studies Sadakathullah Appa College Tirunelveli The success of e-marketing can be attributed to the rapid growth of the number of internet users around the world. The digital advertising space will evolve quickly around real time response for everything. (Analytics, Targeting, Optimization, Creative, Social Monitoring, Content Creation, Publishing). Internet marketing is the marketing of products or services over the internet. Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. Marketing is used as on abbreviated form the Internet Marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales. Today with the increasing consumer awareness no business can survive for long without e-marketing. With growing business competition it has become necessary to ensure right media mix to each target audience. Introduction Internet marketing is the marketing of products or services over the internet. Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing(generally promotion) of products or services over the Internet. Marketing is used as on abbreviated form the Internet Marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales. Effective Internet Marketing Strategies Start with a web promotion plan and an effective web design and development strategy. Get ranked at the top in major search engines, and practice good Search Optimization Techniques. Learn to use Marketing Effectively. Dominate your marketing niche with affiliate, reseller, and associate programs. Request a free web site analysis from an Internet marketing coach or Internet marketing consultant. Build a responsive opt-in list. Publish articles or get listed in news stories. Write and publish online press releases. Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 33

2 Facilitate and run contests and giveaways via your web site. Use and responders and handle your efficiently and effectively. Types Of Internet Marketing Marketing is broadly divided in to the following three types, PPC/I (Pay per click/impression): Advertisements for brands and products is done on pre-decided websites and helps in generating leads for companies. SEO Search engine optimization is the process of improving visibility of website or a web page in search engines via the natural or un-paid ( organic or algorithm ) search results. Social media marketing (SMM) The Emergence of Online Advertising as a Market force Online advertising, once synonymous with banner, pop-up, and advertising, has developed into a multi-faceted advertising channel with enormous growth prospects. Today, online advertising includes not only evolved banner, pop-up, and ads but also search marketing, pay-per-click, pay-per action, rich media, contextual advertising, retargeting, behavioural targeting, social marketing, video advertising, and user-generated online video. Advertising also is appearing in online games, in-line text, Social media, blogs, and mobile formats. So, the latest internet advertising trend is empowering companies with instantaneous information. Although Go ogle benefited from it from their Ad Words and Ad Sense programs, there are many other companies who have exploited this new advertising trend. For example, there is Web Side Story, which gives to its clients' information on incoming traffic. Bank rate is another company. They dedicate themselves to research data in the financial industry and process it for their clients. Going into the technical specifications, Online advertising is done by keeping two factors in consideration users demographic information and online behaviour. This is studied by understanding the user s gender, age, location, income bracket, browsing history etc. With the changing trends, the online preferences of users go through varying degrees of change. As media buyers, the study of the following areas which are doing pretty good nowadays will help strategize for the future. The Evolution of and the Commercial Web Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 34

3 The Internet started out as an academic and government research network that linked government laboratories, Universities, and some government contractors. In 1991, the restriction on the commercial use of the Internet was lifted by the government, and the World Wide Web using HTML 1.0 and hypertext was released. This hyperlink approach made surfing the web appealing to millions of people. In March 1994, Marc Andreessen released a web browser called Mosaic (later Netscape) that could read text and display images in the same browser. The report suggests some 183 billion s were sent each day in 2006 and wireless e- mail users will grow from 14 million in 2006, to 228 million in Search Marketing, Pay-Per-Click. In 1998, Overture (Goto.com) offered paid or sponsored searches. Sponsored searches provided the money for the growth of web portals such as MSN and Yahoo. In 2003, Yahoo purchased Overture for 1.7 billion. Sponsored search on Yahoo is now described at its own website. Awards. In search marketing, the advertiser pays when a user clicks on an ad. This is called pay-per-click (PPC). Keyword prices vary and may fluctuate at different times of the year. About 50% of online buyers use related search terms before making a purchase (Double-click, 2005). Search marketing created the industry of Search Engine Optimization (SEO). Rich media transformed online advertising from a direct response model to a brand marketing model. Rich media...allow advertisers to take traditional media assets like video, audio, animation, and photos, and combine them into a multimedia branding experience that streams from an ad server to the client machine. Rich media technologies include Flash, Uncast, Eye blaster, Eye-Wonder, and Point Roll. At first, consumers had to download a plug-in to play ads using rich media technology; today, most ads play on operating systems that have Flash and Shockwave software preinstalled. Online advertising theorists, including Briggs in 1998 and Dre`ze and Husker in 2003, stated online advertising builds brands. Because rich media make ads more interactive, the audience becomes more engaged with the brands. Studies by the IAB, Double-click, and others revealed Flash and other rich media produce a lift in brand metrics. Big brands, including Toyota, Hewlett Packard, American Express, and Sony began to showcase ads using rich media in 2002 and Keyword advertising Then, Google arrived with basic keyword advertising. The consumers flocked to Google, and so the ads followed. By 2003, Google used Ad Sense advertising, which uses contextual targeted ads. This means that Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 35

4 if a user read an online article about babies, one would see ads about baby products, etc. Google then added other advertising opportunities, such as Google Base. Advertising The positive and negative sides of advertising continue to evolve. The average return on every dollar spent on is $ The channel seems to be gaining traction on several fronts, and Jupiter Research expects the marketing spend on to exceed $1.1 billion by 2010 On the negative side, spam continues to proliferate worldwide. Unsolicited junk mail now accounts for more than 9 out of every 10 e- mail messages sent over the Internet. Much of that flood is made up of a nettlesome new breed of junk e- mail called image spam, in which the words of the advertisement are part of a picture, often fooling traditional spam detectors that look for telltale phrases. Spreading the word This is purely intentional in nature and is deliberately done to increase the target audience. This is also termed as Viral Marketing and occurs through word of mouth which results in a buzz being created about the ad. The first step in advertising i.e. attracting your audience takes place through this and then after the chances of a sale increase significantly. Social Advertising Advertising on social networks or on social media, such as MySpace, Face book, Bebo, AIM pages, and Orkut, is starting to surge because Internet users enjoy creating their own pages and looking at their friends pages. E-Marketer estimates that worldwide social network ad spending will reach 1.1 billion in 2007, up from 445 million in By 2010, spending is expected to rise to $2.8 billion. Search Engine Optimization In this process of increasing volume or quality of traffic to a website or web page from search engines via natural or un-paid search result. Off a free service or download A great way to build a customer base for future reference is to offer your readers something for free. This could be example for free trial download of your product or service. An e-book or access to more specialized information such as a member s area just to name a few. Affiliate marketing While your building an internet marketing business developing your own products and services, a great internet marketing promotion idea is to sell other people s on your site and be paid a commission. Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 36

5 Search engine submission You have to put a great web-site or blog, but no one knows it even exists? A very simple way to start the ball rolling and to get indexed quickly is to submit your URL to Google and Yahoo. Other popular advertising methods Other advertising methods include in-game advertising, which is predicted to be a billion dollar industry, and social advertising, which emerged due to the popularity of social networking sites such as Face book. The popularity of blogs are also exploited, and companies such as Google Ad Sense and Review me are capitalizing. YouTube is a popular website bought by Google in In 2007 it was showing 70 million videos a day. This includes ads of popular products, which have the potential to be caught in viral advertising. By this user can redefine or set his goals for maximum benefits. This media magazine provides up to date information about the changing and emerging trends in online media advertising and also keep a track of them. Exchange for media has online media advertising as one of its focal areas and keeps noting the changes occurring in it. Conclusion However, the emergence of e-marketing is not without its issues. This includes corporate reputation. Print ads are quality controlled, whereas online ads are very susceptible to distortion and false information that is hard to counteract. Other issues included unauthorized product promotion or use and imitative sites. Web monitoring is taking care of these, partnered with legal recourse. Issues in advertising, including spam, unfortunately still continues to grow and evolve to trick spam detectors. Pop-up ads still exist despite the popularity of pop-up blockers. Internet marketing is progression of steps for qualifying a prospect of capitalizing on the power of the web. To create an Internet presence that will become a company s most effective sales tool with consulting services, making sensible investments in Internet marketing such as a Search Optimization and Marketing, Webcasts, Campaigns, ROI tracking and measurement and other forms of promotion is essential. The benefits that the Internet offers to the world of business and commerce are numerous both in terms of the reach it offers to take your message beyond the confines of your geography as well as the efficiencies that if brings to transactions through speed and reduced costs. Reference Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 37

6 Internet marketing-how, when, where? Daily mirror. Making business sense of the internet, Goeh, Shikhar Marketing.about.com E-commerce-the cutting edge of business, kamlesh k. bajaj, debjani nag Dr. M.N. Mohamed Abusali Sheik, Special Issue On e-marketing Road Ahead Of India Page 38