E-MARKETING A BIRD S EYE VIEW

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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): Abstract E-MARKETING A BIRD S EYE VIEW Dr (Mrs) N.Kanimozhi Ph.D., 15-A, AGRAHARAM STREET, SANKAGIRI POST, SALEM (D.T) In today s internet age, building an online presence is imperative for all businesses to be competitive. E- marketing provides businesses with access to mass markets at an affordable price and allows them to undertake a personalised marketing approach. The flexible and cost-effective nature of e-marketing makes it particularly suitable for small businesses. Wider prospect reach the internet has become part of everyone s life. So for whatever products you offer, there is already an existing market on the World Wide Web. With e-marketing, it allows you to find new markets and potentially compete worldwide with only a small investment. Cost-effective approach A properly planned and effectively targeted e-marketing campaign can help your business reach target customers at a much lower cost compared to traditional marketing methods. Reduction in costs through automation and use of electronic media e-marketing presents a strong business case in cost savings, particularly in the areas of transactional costs, customer service, digital media channels, print and distribution. Introduction E-Marketing stands for electronic marketing. In contrast to traditional marketing, E-Marketing takes marketing techniques and concepts, and applies them through the electronic medium of the internet. Essentially, E-marketing threads the technical and graphical aspects of online tools together, allowing for design, advertising, brand development, promotion and sales. marketing is most popular website for online marketing. marketing is used to send the proper description about any type of product or service. It is a fast medium marketing method. Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 83

2 "Marketing has changed. Traditional advertising does not work, brochure-like websites do not work, the web has given people ultimate freedom of choice and of goods. When there are no monopolies and constrictions, interrupting people's lives is not effective marketing anymore." Damien Mulley There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. Cluetrain Manifesto An online marketer now needs to find where people are congregating online and needs to engage them in a meaningful way. Be it in matching with what they are looking for, watching how they interact and understand what they d like or listening to their natural opinions on your company or market and reacting to that. Picture-1: Planning of E-Marketing 7 cs Of E-Marketing Contract Content Construction Community Concentration Convergence commerce Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 84

3 Guiding Principles Rethinking the business model Channel supporter Advisory and information service providers Retail model Vertical model Benefits Global reach and access to varying demographics. A website can reach anyone anywhere in the world who has access to the internet, you are only a search or a click of a button away from any internet user. This allows you to compete globally and test new markets you may not be able to reach through traditional channels. Can be more cost effective than traditional marketing techniques. Traditional techniques such as television, press and radio would broadcast a message in a particular timeslot on the assumption that the correct target audience was being attentive. Expensive surveys post campaign would give the marketer the evidence of campaign traction alongside the obvious changes in revenue. E-Marketing allows you to track the results and instantly see where wastage has occurred and learn quickly which marketing channels deliver best to market. A website is a 24/7 shopping destination. With a website and an online shopping engine it is working even when your shop or office is closed. The website also allows you to communicate with customers about your product lines in depth so they can be fully educated on your product benefits even before meeting your staff face to face. Website content can be entertaining and interactive. Unlike the printed word or television, there is possibility of opening up two-way communication with your customer. This can occur as simply as an instant response to customers and as complex as a regularly updated blog or micro-blog Information and ability to purchase in the one place. It can be more cost-effective to update and re-skin your online shop front than re-paint or re-house your real life company shop fronts and the same goes for creating international versions. Tools Of E-Marketing Search Engine Optimisation (SEM) Paid Search Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 85

4 Display Advertising Sponsorship Advertising Networks Affiliate Marketing Social Networking Blogging Micro-Blogging Viral Marketing Pros Of E-Marketing Extremely low risk Reduction in costs through automation and use of electronic media Faster response to both marketers and the end user Increased ability to measure and collect data Opens the possibility to a market of one through personalisation Increased interactivity Increased exposure of products and services Boundless universal accessibility Cons Of E-Marketing Dependability on technology Security, privacy issues Maintenance costs due to a constantly evolving environment Higher transparency of pricing and increased price competition Worldwide competition through globalisation Description The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds. It is a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this threevolume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research. Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 86

5 Challenges A bad reputation. A lot of money spent on Internet marketing over the past few years was wasted. Why? One big reason is that the stock market distorted company valuations and rewarded (or at least failed to penalize) profligate attempts to drive traffic or acquire customers -- even if only temporarily. Now e-marketing has a bad reputation. And half-baked metrics such as click-through rates (CTRs) still paint a picture of inefficacy and failure. Plenty of evidence shows that the Web is the most costeffective branding medium available, but the Net's reputation will need to be rebuilt one success at a time. Marketing integration. Most major marketing efforts utilize multiple channels, on- and offline. , Web advertising, and viral Internet marketing should serve concrete, measurable objectives as part of an integrated campaign. But coordinating e-marketing with other marketing efforts is an underdeveloped art. Some companies have successfully linked the Net to under-the-cap promotions or to teaser campaigns for new product launches. But all too often the Internet is tacked on at the end of a marketing plan. Determining the strengths (and weaknesses) of the Net relative to other channels is a project we all should be working on. E-CRM. Imagine recognizing the needs of customers as they enter your site. Over time, through implicit and explicit data, you learn about the preferences of each and can serve customers based on their habits, needs, and purchase drivers. You build deep loyalty, and you increase your share of your customers' wallets. You've probably heard that vision pitched dozens of times. So have your clients. Expectations that the Web will be able to deliver e-crm are extremely high, but many Web sites are barely usable, let alone optimized for each customer. Successfully managing customer relationships on the Web is harder than many have made it out to be. The industry has a lot of work to do to meet its promises. Privacy. Things have quieted down somewhat since DoubleClick backed away from its plans to merge its online data with offline Abacus data. But the industry's privacy issues have not been sufficiently resolved. Most consumers don't completely trust Web companies and shy away from offering information Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 87

6 about themselves. Companies that collect data responsibly are exposed to misguided regulation that spammers and scammers invite. Sound policy, adopted industrywide, is imperative. Traditional advertising dollars. The discrepancy between the amount of time people spend online and the amount top advertisers spend there is enormous. According to a recent Morgan Stanley Dean Witter report, the top six advertisers spend less than one percent of their advertising dollars on the Web. With dot-com ad spending in decline, attracting traditional advertisers (mainly by addressing the four issues above) is the key to the industry's growth. Conclusion Situation analysis. Internal audit including review of services/portfolio analysis, cost/benefit analysis, e- marketing effectiveness analysis. External audit of which the macro-economic factors of demand analysis and competitor analysis are arguably most important.objectives setting. The 5 S s of Sell, Speak, Serve, Save and Sizzle. The direct and indirect online revenue contribution. However, before you get started with your e-marketing, it is very important to have some skills and knowhow in order to run an e-campaign effectively. If not, you run the risk of wasting your valuable resources with a poor campaign. References 1.Chaffey, D. (2012) E-business and e-commerce management. Financial Times/Prentice Hall. Harlow, UK. Fifth edition. 2.Smith, P.R. and Chaffey, D. (2008) emarketing excellence: at the heart of ebusiness. Butterworth Heinemann, Oxford, UK. 3rd edition 3.Porter, M. (2001) Strategy and the Internet. Harvard Business Review. March 2001, prashant_sumeet@rediffmail.com 7. Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 88

7 Dr (Mrs) N.Kanimozhi, Special Issue On e-marketing Road Ahead Of India Page 89