The document discusses e-marketing and various online advertising methods. It defines e-marketing as applying marketing principles via electronic media and the internet. Some key e-marketing methods mentioned include search engine marketing, display advertising, email marketing, interactive marketing, blog marketing, and viral marketing. The document also discusses challenges of e-marketing like lack of technology understanding, fast-changing technologies, and legal issues. It provides guidelines for internet advertising and summarizes various types of online advertisements.

1. E-marketing

2.  Electronic marketing refers to the
application of marketing principles and
techniques via electronic media and
more specifically the Internet.

3.  E Marketing is the use of information
technology in the processes of
◦ creating, communicating and delivering
value to customers
◦ managing customer relations
E Marketing is the fusion of IT with
traditional marketing

4. Online marketing
 It means using the power of online
network, computer communications
and digital interactive media to
achieve the marketing objective
 3 new market segments
◦ Cyberbuyers (professional)
◦ Cyberconsumers (home computer users)
◦ Cybersurfers

5. Problems in Traditional
Marketing
 Expensive (print brochures, product
sheets and catalogs,postage,shipping)
 Time consuming
 “Hit and Miss” strategy

6. E-marketing value chain
 Strong relationship between the
company and the consumer
Customer Customer Customer Customer
acquisition (pre- support (during fulfillment support (post
purchase purchase) (purchase purchase )
support dispatch)

7. E-Marketing Methods
1) Search engine marketing
2) Display Advertising
3) E-mail marketing
4) Interactive marketing
5) Blog marketing
6) Viral marketing

8. E-Marketing Methods
1) Search engine marketing

9. S
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c
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E-Marketing Methods P
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2) Display
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Advertising
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3) E-mail marketing
4) Interactive Marketing
5) Blog Marketing
6) Viral Marketing (ex. Word of mouth)

10. Mass Direct Interactive
Marketing Marketing Marketing
Distribution
Channel
Market
Strategy
Enabling
Technology
Authors of
marketing
material
Expected
outcome

11. Benefits of e-marketing over
traditional marketing
 Scope (global marketplace)
E-marketing opens up new scope for
smaller businesses on smaller budget to
access the potential customer all over the
world
 Increase Interactivity with customers
 Immediacy – reduces time between
hearing about a product to actual
acquisition (e.g. magazine)

12.  Targeted audience
 Adaptivity & closed-loop marketing –
constant measurement and analysis
 Quick information(real-time analysis)
 Saves money (e-version of Brochures,
catalogues)
 More customer satisfaction
(customized products)

13. But E-marketing Suffers From
 Lack of understanding of technology
by marketers
 Fast Changing technologies
 Lack of data
 Lack of trained personal
 Senior management barriers
 Corporate culture

14. Challenges/Problems
• Low percentage of computer
penetration
• Cost of internet connection
• Slow Internet connectivity
• Low percentage of surfers entering
into online transactions
• Less use of Credit cards
• Cyber security
• Cyber crime
• Loss of personal touch in shopping

15. Challenges/Problems
 Integration of e-marketing and
conventional marketing creates a
“blurred channel”
 Hybrid advertising
 Difficult to satisfy varied consumer
expectations
 Difficult to keep pace with changing
technology
 Legal issues

16. Challenges/Problems
 Technological limitations
◦ Different browsers
◦ Online software (plug ins java –flash etc.)
◦ Screen resolutions
◦ Bandwidth speed
◦ Operating systems
◦ Server technology

17. Changing roles into
Information-based Marketing
1. Retailers vs. Manufacturers
(POS terminals)
a) Market research and customer prospecting
b) Market presence
c) Product or service bundling
d) Information-based products: Pricing &
priority
2. Target and Micromarketing
3. Small vs. Large business
4. Gray areas: Regulatory and legal
implications

18. 1. Retailers Vs Manufacturers
 POS plays a major role in shifting the
power.
 New possibilities arises with private
labeling of goods
 Information Based marketing can offer a
manufacturers and retailers to do:
◦ Market Research
◦ Market Presence
◦ Bundling Of products and services
◦ Pricing and priority of products

19. a) Market Research &
customer prospecting
 Conventional Methods of collecting data
often cost million of dollars, For a fraction of
these cost companies now a days put
information on servers
 In future , market research will reward
customers for listening or watching
commercials For ex: Freefone service
provided to US WEST Customers

20. b) Market presence
 Companies put their information on
web servers to present themselves in
market.
◦ Automobile companies
 Market presence can be choreographed by
promotional discounts “only to those to
whom it pays, who are cost sensitive
enough to switch the brands”

21. c) Product or Service
Bundling
 Bundling strategies:
◦ Only components
◦ Only Bundles
◦ Mixed Strategy
 To evaluate desirability of these
strategies Some issues must be
considered:
 What are the prices of bundles or components
 What are level of revenues
 Which portion of potential market is atttracted

22. Contd…
 But in online world, information bundling is
more easy through___________?
 Issues :
◦ On what basis do we need to bundle the
products?
◦ Does bundling decrease information search
costs?
◦ How do we sell bundled products which are from
different countries?
◦ How do we price these bundled products?

23. d) Information based products :
pricing and priority
 Information products can be s/w, e-book,
entertainment, databases etc or derived
information such as FAQ
 Important issues – “Pricing and priority”
◦ Pricing include product, service, connectivity,
brokerage costs.
◦ How are prices determined in multi-participant
world
◦ What are characteristics of supply and demand
◦ What technology do we use to obtain information
useful for price estimation

24.  Information products will most likely to be
priced on the basis of speed of
“Availability and Accuracy”
 Issues needs to be resolved:
◦ how to set prices for different priority sets?
◦ How to specify sets?
◦ How to take in account price competition ?
◦ Develop better way to collect and present pricing
information about services (price shock)

25. 2. Target and micro marketing
 Traditional mass marketers continue as if
population were homogenous, whereas
micro marketers not only have discovered
various segments but mining profitable
places by targeting customers
 Issues:
◦ Getting close to consumers (because
customer is bombarding with a lot of
messages by different brands.)

26. 3. Small v/s large
 In traditional ,Small business rarely grow
just because of advertising cost
 With advent of e commerce , small
business can now bridge this gap
 The major differences between Internet and
other I-way Advertising media :Ownership
and membership fees which is no longer
case with Internet .

27. 4. Gray Areas: Regulatory and
Legal Implications
ex. ad of cigarettes in US

28. Why Internet Advertisement?
 Ads can be updated any time with a minimal cost.
 Adscan reach large numbers of buyers all over the
world.
 Online ads are frequently cheaper in comparison with
television, radio, newspaper, or billboard ads.
 Webads can efficiently use text, audio, graphics, and
animation.
 The audience for Internet advertising is growing
rapidly.
 Web ads can be catered to a specific target.
28

29. On-line advertising paradigms
 Active or Push-based advertising
◦ Broadcast model
 Means for reaching a great number of
people in a short period of time
 News groups - Users read and post public
messages (called articles or posts, and
collectively termed news) to one or more
categories, known as newsgroups
 list servers

30. Cont…
◦ Junk mail model
 Direct marketing method
 Uses targeted mailing list
 Relative high cost per contact
 Need to update mailing list
 Possible cost to customers
 Difficult to get consumer attention
 May make receiver annoyed

31. Disadvantages of active
advertising
 May invoke negative response
 Lack of interactive marketing
◦ Adaptability
◦ response

32. Passive or Pull-based
advertising
Provides a feed back loop connecting
company and customer
◦ Billboard or WWW model
◦ Catalog and Yellow pages directory model
◦ Customer endorsements

33. Billboard or WWW model
 Do not require active search
 No cost to customers
 Ability to completely cover a market
 Disadvantage is related to viewing
time

34. Catalog and Yellow pages
directory model
 Requires active search on part of the
customer
 Directory services –white pages, yellow
pages
 Advantages
◦ Ad permanence
◦ Ability to target a well defined area
◦ Low in cost
 Disadvantage
◦ Not suitable for price advertising

35. Customer endorsement
 Experiences of the people with
products and services – both positive
and negative
 Most effective advertisements on the
internet

36. Issues in online-advertising
 Advertising process
 Core content
 Supporting content
 Market and consumer research
 Repeat customers

37. Guidelines for internet advertising
 Do not send intrusive messages
 Do not sell customer data without the
express permission of the user
 Do not send advertisement to
unrelated news groups and list servers
only
 Conduct promotions and direct selling
only under full disclosure

38. Cont…
 Conduct research only with the
consumer’s consent
 Never use internet communications
software to conceal activities

39. Online Marketing Process
1. Segment and identify the target
audience
◦ Divide the market into separate and
distinct customer groups
◦ Segmentation approaches
 Demographic approaches
 Benefit or behavioural approaches
 Volume approaches
 Business specialization approaches

40. 2. Create a coherent advertising plan
◦ What is the ad meant to accomplish?
◦ Who should the ad talk to?
◦ What should the ad say?
◦ What advertisement medium would be
effective?
3. Get the content to the customer
◦ Push based or pull based marketing

41. 4. Correspond and interact with
customers
◦ Passive interaction via sites
◦ Direct interaction via e-mail
◦ Group dialogs via bulletin boards, news
groups
◦ Video conferencing
5. Learn from customers
◦ Evaluation
6. Provide customer service and
support

42. Types of
internet advertisements
 Floating ad- An ad which moves across
the user's screen or floats above the
content.
 Expanding ad- An ad which changes size
and which may alter the contents of the
webpage.
 Polite ad- A method by which a large ad
will be downloaded in smaller pieces to
minimize the disruption of the content
being viewed

43.  Wallpaper ad- An ad which changes the
background of the page being viewed.
 Trick banner- A banner ad that looks like a
dialog box with buttons. It simulates an
error message or an alert.
 Pop-up- A new window which opens in
front of the current one, displaying an
advertisement, or entire webpage.
 Pop-under- Similar to a Pop-Up except
that the window is loaded or sent behind
the current window so that the user does
not see it until they close one or more
active windows.

44.  Video ad: similar to a banner ad, except that
instead of a static or animated image, actual
moving video clips are displayed. This is the
kind of advertising most prominent in
television, and many advertisers will use the
same clips for both television and online
advertising.
 Map ad: text or graphics linked from, and
appearing in or over, a location on an
electronic map such as on Google Maps.
 Mobile ad: an SMS text or multi-media
message sent to a cell phone.
 Interstitial ad: a full-page ad that appears

45. Internet Advertisement
 Banner advertisement is the most
commonly used form of advertising on
the Internet.
◦ Two types of banners: Keyword banners &
Random banners
◦ A major advantage of using banners is the
ability to customize, but banner advertising
can be costly.
 URL Advertising: Any company can
submit its URL to a search engine and 45

46. Internet Advertising (cont.)
 E-mail Advertising. Email is a cost-
effective marketing channel with a better
and quicker response rate than other
channels.
◦ Problem of Spamming
 Online Events and Promotions
(Sponsorship)
 Other Forms of Internet Advertisement.
◦ Internet communities, chat rooms, newsgroups,
and kiosks 46