an introduction to the concept of E-marketing and E-Advertising.

1. By: S Bhardwaj

2.  Marketing: The strategies and actions that the
firms takes to establish a relationship with a
consumer and encourage purchase of its products
and services
 Online Marketing: it is to use the web and also
use the traditional channels in order to develop a
positive, long term relationship with the
consumers who may be online or offline and
therefore create a competitive advantage for the
firm by allowing it to charge a higher price for its
products & services , higher than its competitors
can charge.

3.  Online marketing connects organizations
with qualified potential customers and
takes business development to a much
higher level than traditional
marketing/advertising.
 Internet marketing, or online marketing,
refers to advertising and marketing
efforts that use the Web and email to
drive direct sales via electronic commerce,
in addition to sales leads from Web sites
or emails.

4.  Low costs: Large audiences are reachable at a fraction
of traditional advertising budgets, allowing businesses
to create appealing consumer ads.
 Flexibility and convenience: Consumers may research
and purchase products and services at their leisure.
 Analytics: Efficient statistical results are facilitated
without extra costs.
 Multiple options: Advertising tools include pay-per-
click advertising, email marketing and local search
integration (like Google Maps).
 Demographic targeting: Consumers can be
demographically targeted much more effectively in an
online rather than an offline process.

5.  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 globalization

6.  Online advertising is a form of promotion that
uses the internet and the world wide web
marketing messages to attract customers

7.  Contextual Ads
 Banner Ads
 Blogs
 Rich Media Ads
 Social Networking Ads
 Intrestial Ads
 Online Classified Ads
 Advertising Networks
 E-mail Marketing

8.  1994-Pay-Per-Click keyboard
advertising debuts at GoTo.com
 1998-HitWired is the site to sell banners
ads in large quantities to corporate
advertisers
 2000-Google rolls out Ad words, a pay-
Per-Click service
 2001- Pop-up ads fill users screens
 2005-Video Ads brings $121 million –
just over 1% of online Ads revenue

9.  2007- Facebook debuts its advertising system,
including beacon
 2009- companies such as Loatame begins to
experiment with engagements as the new ad
unit an social Network
 AND Today it is one of the essentials of a
successful business, a media platform that
allows interaction with customers.

10. LARGE TARGET AUDIENCE: Post an ad
in the internet and you have the internet
embracing your services with arms wide
open. It simply means that the responses
you get in immense.
EASY TO KEEP TRACK: advertisers can
easily track how many visitors have seen
it or currently seeing it. This is not
possible in case of offline ads.

11.  BETTER INFORMATION: the advertiser
has the capability of conveying more
details with regards to the product or
service he is selling. A complete detail if
necessary can be given with minimal cost.
 FAST: Once ad design is complete, online
ads can be deployed immediately. The
delivery of online ads does not need to be
linked to the publisher's publication
schedule. Furthermore, online advertisers
can modify or replace ad copy more
rapidly than their offline counterparts

12.  LETS BUYER DECIDE: Online advertisements is
purely based on the option of consumer to view it
or not. If the consumer seems interested, he may
click the ad to know about it further or simply
ignore it and close it.
 TARGETING: Publishers can offer advertisers the
ability to reach customizable and narrow market
segments for targeted advertising. Online
advertising may use geo-targeting to display
relevant advertisements to the user's geography.
Advertisers can customize each individual ad to a
particular user based on the user's previous
preferences.

13.  Many advertisements are seen as SAPM and
there are blockers to protect against ads.
 Many websites have , so customers experience
advertising fatigue or blindness and may not
see the ads.
 Websites lacks the first hand experience that a
store offers, which can lead to high returns on
sale stemming from online advertising.
 Spring up from the expenses , and often low
return of online ads.

14.  Anti-targeting technologies: Some web
browsers offer privacy modes where users can
hide information about themselves from
publishers and advertisers. Among other
consequences, advertisers can't use cookies to
serve targeted ads to private browsers.
 Trustworthiness of advertisers: Scammers can
take advantage of consumers' difficulties
verifying an online persona's identity, leading
to artifices like phishing (where scam emails
look identical to those from a well-known
brand owner)and fraud the user.

15.  Banner ads were the first internet
advertisements . It displays promotional
messages in a rectangular box either at the top
or bottom of the computer screen. The banner
is linked to the website of the advertiser.

16.  Full banner ads: is the most common banner, it is
468 pixels wide and 60 pixel high, with a resolution
of 72dpi( dot per inch). Maximum file size is 13k
 LEADER BOARD: It is designed to span either at
the top or bottom of the web page. It sits between
the title area of the web page and contents of the
web pages. Originally used in sports websites.
 SKYSCRAPS: designed to be placed at the side of
the webpage, it remains visible even when the user
scrolls down the page. Economic way of using web
space.

17.  A pop-up ad is displayed in a new web
browser window that opens above a website
visitor's initial browser window. A pop-under
ad opens a new browser window under a
website visitor's initial browser window.
 Advantage: twice as effective than a banner
 Dis advantages: -it appears without the user
calling them. –provokes negative consumer
sentiments(annoying, irritating).- consumer
thinks negatively about the firm. It needs to be
closed by clicking on the (x) button.- fake close-
cancel button.

18.  Opens more than one popup when user leaves
the site or clos the browser.
 If the user does not act quickly enough, the
browser opens multiple windows even crash
the computer.

19.  Rich media is a digital advertising term for
an ad that includes advanced features like
video, audio, or other elements that encourage
viewers to interact and engage with the
content.
 They employ FLASH, DHTML, JAVA,
SHOCKWARE, JAVA SCRIPTS.
 ADVANTAGE: use of audio and video-user
interaction on forced,-3D images makes the
product looks real.

20.  Sponsorship advertising is a type
of advertising where a company pays to be
associated with a specific event( Website) in such
a way that it re enforces the brand name in a
positive way and yet not overtly look commercial.
Its more about branding then selling.
 Another form of sponsorship is ADVERTORIAL,
in which the editorial content is combined with the
ads in order to make the message more valuable
and also attractive to the intended audience.

21.  Search engines were designed to perform an
unbiased search. Nut from 1998 onwards it has
become yellow digital pages where the firms
can pay to be included in searches. Now the
paid fir will be included prominently in the
searches, for which the firms has to bid for how
much they can pay to be included.
 ADVANTAGES: almost unbiased.- Objective, -
some search engines displays that the firm has
paid for the advertisement. Eg. Google- nearly
the ideal largest market.

22.  DISADVANTAGES: -biased,- some
search engines do not clearly
mention the payment has been
made.
 Types:
 Paid Inclusion
Paid Rank /Listing
Keywords Ads(Google)
Network Ads(google Adsense)

23.  When the user moves over the image , a
small overlay appears when the user
clicks, then the ad image will direct the
user to the new webpage.
 It was first introduces by GumGum.com
in Feb. 2008.