Digital Marketing Unit-II for understanding the various techniques

2. UNIT 2 :
E Commerce and internet marketing
• Introduction to E Marketing
• Online Marketing Mix
• Online Consumer and CRM in Virtual world
• Online Branding , Traffic Building and E Commerce
• Managing Content in Digital age
• Content Planning and writing
• Consumer Buying Behavior in Digital age
• Factors Affecting the Consumer Buying Behavior

3. MARKETS
NEEDS, WANTS
AND DEMANDS
PRODUCTS AND
SERVICES
VALUE, UTILITY
SATISFACTION
QUALITY
EXCHANGE
RELATIONSHIPS
TRANSACTIONS
CORE MARKETING CONCEPTS

4. FUNDAMENTAL TERMINOLOGIES
NEEDS : FELT DEPREIVATION
WANTS : FORM TAKEN BY HUMAN NEEDS AS THEY ARE SHAPED BY
CULTURE AND PERSONALITY.
DEMAND : WANTS BACKED BY PURCHASING POWER.
PRODUCT : ANY OFFERING TO SATISFY NEEDS AND WANTS MAINLY
PHYSICAL OBJECTS, SERVICES, INFORMATION, PROPERTIES
EXPERIENCES, EVENTS, PLACES, ORGANISATIONS, IDEAS,
PERSONS.
UTILITY
FEATURES : PHYSICAL ATTRIBUTES OF THE PRODUCT
ADVANTAGES : OPERATIONAL FEATURES OF THE PRODUCT
BENEFITS : IMPLICIT, SUBJECTIVE OUTCOME AFTER USE OF THE
PRODUCT WHICH LEADS SATISFACTION.
VALUE : IT IS (FUNCTIONAL BENEFIT+ EMOTIONAL BENEFIT)/
(MONEY + TIME+ ENERGY + PSYCHIC COSTS)
SATISFACTION : PERFORMANCE VS EXPECTATION FUNCTION
EXCHANGE : OBTAINING OF SOMETHING BY OFFERING SOMETHING ELSE
IN RETURN.
TRANSACTION : MARKETING’S UNIT OF MEASUREMENT OF THE EXCHANGE.

5. MARKETING MANAGEMENT
Marketing is so basic that it can’t be considered a separate function.
It is the whole business seen from the point of view of its final result,
that is, from the customer’s point of view
… Peter Drucker.
Key terms to be understand
-Needs - Wants - Demands -Product -Utility -Value -Satisfaction
Core concepts of Marketing Management
•Production Concept
•Product Concept
•Selling Concept
•Marketing Concept
•Relationship Concept

6. CONCEPTS IN MARKETING
• PRODUCTION CONCEPT : (Production/Manufacturing/Efficiency)
widely available and inexpensive products will be preferred.
• PRODUCT CONCEPTS : Most qualitative, high performing and innovative
features oriented products will be preferred.
• SELLING CONCEPTS : If left alone, consumers and business won’t buy
enough of products so do aggressive selling / Sales force Automation
• MARKETING CONCEPT : meeting needs profitably; find wants and fill
them; love the customer, not the product; have it your way… burger king
you’re the boss… united airlines;
putting people first British airways;
• SOCIAL MARKETING CONCEPTS: give taste but not at the cost of health
•RELATIONSHIP MARKETING CONCEPTS: Based on Sequence of
relationship building exercise, like Relationship managers keep track of their
Customer/ Client details by means of KYC and Profiling.

7. MARKETING MIX
It is the set of marketing tools that the firm uses to pursue its marketing objectives
in the target market.
MARKETING MIX
TARGET
MARKET
PRODUCT PLACE
Quality
Features
Options
Style
Brand Name
Packaging
Sizes
Services
Warranties
Returns
Channels
Coverage
Locations
Inventory
Transport
PRICE PROMOTION
List Price
Discounts
Allowances
Payment Period
Credit terms
Advertising
Personal Selling
Sale promotion
Public Relations
The Four Ps of the Marketing Mix

9. MARKETING MIX STRATEGY
Offer Mix
Products
Services
Prices
Company
Promotion Mix
Channels Customers
Sales
Promotion
Advertising
Sales force
Public
relations
Direct mail
and
telemarketing

10. Introduction to Digital Marketing

11. Online Marketing
• Search engine optimization (SEO)
• Search engine marketing (SEM)-Paid SEO are SEM (google Ads)
• Content marketing, where marketers try to create valuable
media and content and distribute it to potential future
customers.
• Social media marketing, where you use one or several social
media channels to engage with customers
• Pay per click advertising (or PPC) is similar to search engine
marketing, but not limited to Google and its competitors.
• Affiliate marketing is a kind of referral marketing, where you
share profits with fellow marketers, in exchange for promoting
each other’s products
• Email marketing, which is already considered old school, but is
still one of the most effective channels. Once your customers
have given you permission to contact them, you can email them
at any time, providing value and asking them to buy when the
time is right
online marketing
is “…any tool, strategy or
method of getting the
company name out to
the public. The
advertisements can take
many different forms and
some strategies focus on
subtle messages rather
than clear-cut
advertisements. “ source
TN Media
7 Steps of Online Marketing

12. Denis Morland Email Marketing

14. Challenges for the organisations
1. Can your customers and staff interact in any combination of e-mail, chat, Web, phone, and fax?
2. Do they find intelligent self-service at your site?
3. Are your customers frustrated by having to repeatedly contact your staff and re-explain previous
issues to continue a conversation?
4. Can your help-desk staff immediately and intelligently provide full service? With instant access
to a rich knowledge base of answers to common queries?
5. Can previous communication between the customers, help-desk staff, marketing, and sales
agents be easily seen across your organization? Across all verticals
6. Do you have tools that improve employee efficiency and morale by reducing the effort for
everyday tasks?
7. Can you use your current system to manage and supervise workforce productivity issues and
easily monitor actionable performance metrics?
8. Can your contact center generate revenues for your company by generating leads and closing
orders?
9. Can you execute a closed-loop marketing campaign?

16. • Marketing &
Campaign
Management
• Sales Management
• Support Management
(Quality Service &
Support )
• Reports & Analytics
• Service Management
& Service Integration
Customer relationship management
(CRM) is a term that refers to practices,
strategies and technologies that
companies use to manage and analyze
customer interactions and data
throughout the customer lifecycle, with
the goal of improving business
relationships with customers, assisting
in customer retention and driving
CRM represents a major opportunity to
realize dramatic performance gains by
optimizing externally oriented business
processes such as
Customer Relationship Management (CRM)

17. Provide better customer service
Make call centers more efficient
Cross sell products more effectively
Help sales staff close deals faster
Simplify marketing and sales processes
Discover new customers
Increase customer revenues
CRM enables an organization to:

18. HOW??

19. E CRM

21. Recency, Frequency, and Monetary Value
Organizations can find their most valuable
customers through “RFM” - Recency, Frequency,
and Monetary value
• How recently a customer purchased items (Recency)
• How frequently a customer purchased items (Frequency)
• How much a customer spends on each purchase (Monetary
Value)

24. Online Branding
• Email Signatures
• Social Media
• Video Links
• Content Marketing
• E Brochures
• Infographics (Graphs and Charts)
• Customer Testimonials
• PR
• Website Optimization
Online branding is a way
to get more exposure for
your brand on all levels
of online marketing,
especially search and
social. Building authority
takes online branding to
the next level by making
each online presence for
a brand authoritative. It
goes beyond just about
creating a blog or social
media account.

25. Few Online Branding Tips
Maintain a blog ; Web Portal ; Sites and APPs
Build subscriber lists
Insert Powerful visuals to reinforce each blog post
Create highly compelling videos
New content and notifications
Include a “Link to This Page” button on every page with Content
Conduct periodic webinars and teleseminars
Consider Social Media advertising
Create an affiliate program to extend your reach
Develop smartphone/mobile apps for your brand
Integrate online messaging with traditional media messaging for greater impact
paid search campaigns using Google AdWords
Monitor infographics of social media feedbacks & Comments
Use SurveyMonkey.com research platform

27. 5 Content Marketing Steps

30. E-commerce
E Comm(electronic commerce or EC) is the buying and selling of goods and services,
or the transmitting of funds or data, over an electronic network, primarily the
internet. These business transactions occur either as business-to-business,
business-to-consumer, consumer-to-consumer or consumer-to-business. The terms
e-commerce and e-business are often used interchangeably. The term e-tail is also
sometimes used in reference to transactional processes for online shopping.
Business-to-consumer (B2C) e-commerce: customers deal directly with the
organization, avoiding any intermediaries
Business-to-business (B2B) e-commerce: participants are organizations
Consumer-to-consumer (C2C) e-commerce: participants are individuals,
with one serving as the buyer and the other as the seller

31. E-commerce businesses may employ some or all
of the followings:
1. Online shopping web sites for retail sales direct to consumers
2. Providing or participating in online marketplaces, which process third-
party business-to-consumer or consumer-to-consumer sales
3. Business-to-business buying and selling;
4. Gathering and using demographic data through web contacts and social
media
5. Business-to-business (B2B) electronic data interchange
6. Marketing to prospective and established customers by e-mail or fax (for
example, with newsletters)
7. Engaging in retail for launching new products and services
8. Online financial exchanges for currency exchanges or trading purposes

32. Multistage Model for E-commerce
Search and identification
Selection and negotiation
Purchasing products and services electronically
Product and service delivery
After-sales service

33. Multistage Model for E-Commerce (B2B and B2C)

34. Business-to-Business (B2B) E-Commerce
Allows manufacturers to buy at a low cost
worldwide
Enterprises can sell to a global market
Offers great promise for developing countries

35. 35
Business-to-Consumer (B2C) E-Commerce
Convenience
Many goods and services are cheaper when purchased via
the Web
Comparison shopping
Disintermediation: elimination of intermediate organizations
between the producer and the consumer

36. Consumer-to-Consumer (C2C) E-Commerce
Often done through Web auction sites such
as eBay
Growth of C2C is responsible for reducing the
use of the classified pages of newspapers to
advertise and sell personal items

37. Global E-Commerce
• Localization: adapting an existing U.S.-centric Web site to another
language and culture
• Steps involved in localization
• Recognizing and conforming to the nuances, subtleties, and tastes of local cultures
• Supporting basic trade laws such as those covering each country’s currency, payment
preferences, taxes, and tariffs
• Ensuring that technological capabilities match local connection speeds
• Determine which global markets make the most sense for selling products
or services online
• Decide whether Web content should be generated or updated centrally or
locally

38. Mobile Commerce
• Mobile commerce (m-commerce) relies on the use of wireless
devices, such as personal digital assistants, cell phones, and smart
phones, to place orders and conduct business
• Issues confronting m-commerce
• User-friendliness of the wireless device
• Network speed
• Security

39. E Commerce for Increasing traffic

41. CONSUMER BEHAVIOUR
• STUDY OF :
* WHAT THEY BUY
* WHY THEY BUY IT
* WHEN THEY BUY IT
* WHERE THEY BUY IT
* HOW OFTEN THEY BUY IT, AND,
* HOW OFTEN THEY USE IT
• STUDY OF THE PROCESSES BY WHICH
CONUMERS MAKE DECISIONS. MORE
SPECIFICALLY, IT IS CONCERNED WITH HOW
CONSUMERS ACQUIRE ORGANIZE AND USE
INFORMATION TO MAKE CONSUMPTION CHOICE.

42. CONSUMER BUYING
DECISION PROCESS
PROBLEM
RECOGNITION
INFO.
SEARCH
EVALUATION
BEHAVIOUR
PURCHASE
DECISION
POST-PURCHASE
BEHAVIOUR

43. Online Consumer Buying Behavior

44. FRAMEWORK FOR ANALYZING
CONSUMER BEHAVIOUR
ENVIRONMENTAL
AND
INDIVIDUAL ANFLUENCES
BUYER
DECISION PROCESS
O
U
T
C
O
M
E
TYPE
OF
BUYING
SITUATION

45. SOME CONSUMER BEHAVIOUR ROLES
Role Description
-----------------------------------------------------------------------
Initiator The person who determines that some need
or want is not being met.
Influencer The person who intentionally/unintentionally
influencesthe decision to buy the actual purchase
and/or use of product or service.
Buyer The person who actually makes the purchase.
User The person who actually uses or consumes the
product or service.

46. FOUR TYPES OF BUYER BEHAVIOUR
HENRY ASSEL 2X2 MATRIX
SIGNIFICANT
DIFFERENCES
BETWEEN
BRANDS
FEW
DIFFERENCES
BETWEEN
BRANDS
HIGH INVOLVEMENT LOW INVOLVEMENT
COMPLEX
DECISION MAKING
IMPULSE
PURCHASING
BRAND
LOYALTY
INERTIA
MEDICAL SERVICES
AUTO,FINANCIAL
PLANNING SERVICES
CEREALS
SNACKS
PERFUMES
CIGARETTE
BEVERAGES
LIGHT BULBES
SOAPS
TYPES OF PURCHASE DECISION

47. COMPLEX DECISION MAKING
• MEDICAL SERVICES * DECISION COMPLEX
• FINANCIAL PLANNING * HIGH UNCERTAINITY LEVEL
• ARCHITECTURAL SERVICES * HIGH INFO SEARCH
* FOCUSSED COMMUNICATION
NEEDED
* COMPREHENSIVE POSITIONING
* STRATEGIES … STRESSING
* MULTIPLE ATTRIBUTES OF BRANDS
BRAND LOYALTY
• POSITIONING IMPORTANT * DECISION-MAKING COMPLEX
• USP OR BRAND IMAGE BUT LOYALTY DEVELOPS
CREATION AFTER +VE USE EXPERIENCE

48. IMPULSE PURCHASING
• INFO, SEARCH LIMITED * LOW-INVLOVEMENT OF
CONSUMERS
• FAVOURABLE EXPERIENCE * DECISION-MAKING PROCESS..
SIMPLE
REPURCHASE * MODERATE BRAND
EVALUATION
* VARIETY SEEKING
BEHAVIOUR
INERTIA * BRAND-CHOICE HABITUAL
• +VE EXPERIENCE * INFO-SEARCH NON-EXISTENT
* BUYERS PREFER TO STAY
REPURCHASE WITH FAMILIAR BRANDS

49. Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
• Culture:
• Basic values, perceptions, wants and behaviours
• Learned from family and important institutions
• Subculture:
• Group of people with shared value systems
• Based on common life experiences and situations
Figure 7.2

50. Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
• Canadian subcultures of interest:
• Native Canadians
• Ethnic groups
• French Canadian
• Social class
Figure 7.2

51. Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
• Social factors:
• Groups: reference, membership, and aspirational groups
• Opinion leader
• Family
• Roles and Status
Figure 7.2

52. Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
• Personal factors:
• Family life cycle
• Occupation
• Economic situation
• Lifestyle: activities, interests, and opinions (AIO’s)
• Personality and self-concept: brand personality
Figure 7.2

53. Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
• Psychological factors:
• Motivation: needs and motives, Maslow’s Hierarchy of Needs
• Perception: selective attention, distortion, and retention
• Learning: drives, stimuli, cues, responses, and reinforcement
• Beliefs and attitudes
Figure 7.2

55. Important Questions Unit-II
1. Explain the Marketing concepts with examples (10)
2. Explain the online Marketing Mix with 7Ps? (10)
3. Outline the key components of the Marketing Mix Strategy ? With examples? (10)
4. Key Challenges for any organization ? How organizations have evolved over the period of time with respect to
the use of tools ? (10)
5. Define Online Marketing and explain the 7Steps of online marketing? (10)
6. Define the content Marketing ? Explain the content marketing Cycle ?
7. Define CRM? Its 5 components ? (10)
8. How does CRM helps in integrating organization ? Explain with how eCRM is different from CRM? (10)
9. Explain the Evolution CRM and explain the Evolution of CRM to Social CRM with respect to 5W 1H? (10)
10. Explain the term Online Branding and Tips for online branding ? (10)
11. Define E Commerce ? B2B;B2C;C2C ?
12. Explain process of multistage E Comm process ? (10)
13. Strategy for website traffic building is done ? (10)
14. Consumer Buying Behavior in Digital age ? Factors Affecting the Consumer Buying Behavior (10)